The Rising Of Women Consciousness Helps Her Sports Consumption Market.

In recent years, as an important consumer group, women have been pushing the economic effect very clearly. Therefore, her economy has attracted more and more attention.

"Her economy" is no longer a new term. It was published by the Ministry of education as early as August 2007.

According to the data, the labor participation rate of Chinese women exceeds 70%, becoming the number one in the world.

With the independence and autonomy of female economy, the impact of its strong consumption demand and consumption power on consumption trend is becoming increasingly obvious.

Guotai Junan research report shows that China's 25-40 year old fashion female population has reached 290 million, and nearly 75% of household consumption decisions are dominated by women.

The huge consumption power of Chinese women has long been a battleground for businesses. Finding growth opportunities among women groups has become a consensus among sports brands and sports industry retailers.

The awakening of women's self consciousness and the new opportunities for sports consumption market

In the traditional impression, men prefer sports to women and sports equipment.

But with the upsurge of the National Sports Campaign, young people's awareness of sports fitness has been improved, and more and more sports are no longer restricted by sex.

At the same time, with the continuous improvement of middle-class women's wealth and the awakening of their self-consciousness, more and more women join in the ranks of sports and fitness. When they are consuming, they are more willing to be loyal to their hearts and to please themselves.

So the sports consumption market also ushered in new business opportunities, attracting many businesses to focus on the layout of the female consumer market.

In marketing, more and more famous foreign sports brands began to encourage the marketing of ordinary women's sports.

For example, in 2014, Nike released the strategy of Nike Women, announcing officially marching into the women's sports market. In 2015, Nike launched the "Better for it" series of video stories, telling women how to persist in the first movement.

In 2016, Adidas launched Zhang Junmi, the goddess of goddess of physical fitness with a sports health label, as a spokesperson, and showed a sweating woman in the gym or boxing ring.

At the end of 2017, Puma held a boxing training experience in Shanghai with the theme of "new spirit of women like you". It encouraged girls to break through themselves through sports training.

In addition to encouraging marketing campaigns for ordinary women, these sports brand giants have spared no effort to make layout in products and services.

For example, in October 2017, Nike announced the establishment of a new female monopoly area "pant studios" in its 5000 stores. In April 2018, Nike launched an online female store called "Nike Unlaced", which provided more sizes and innovative shoes.

In view of the continuous efforts of women's marketing and product service, the revenue of the major sports brands is also increasing.

For example, according to Nike's five year plan for the year ended 2020, the revenue target of female products increased from US $5 billion 700 million to US $11 billion, occupying more than 20% of total revenue.

According to Nike's latest second quarter earnings report, the revenue of women's products has reached 23%, which is higher than the overall growth rate of Nike, and the target of fixed proportion has been completed ahead of schedule.

In 2018, Tmall's "double eleven" period, Ali sports self shop data showed that women in the purchase of sporting goods total, an increase of 10 percentage points from 2017, accounting for 43% of the total number of sports goods purchased on that day.

The McKinsey Global Fashion index predicts that the growth rate of sports equipment will reach 6%-7% in 2019. The outstanding performance of last year will outshine all fashion categories and is higher than the overall growth rate of 3.5% -4.5% in the fashion industry.

From the sales data of sports brand and e-commerce platform, it is difficult to find new interest growth points after long term development of the men's sports market, and the female market can help businesses find new interest growth points, and the female sports consumption market will become an important subdivision area that sports brands can not be ignored.

Nuggets in women's sports market, sparkle with fashion and sports.

Female consumption has become the main force and an important growth point of China's consumer market. The size of the female consumer market in 2019 is expected to be around 45 thousand -5 trillion yuan.

In the next ten years, there is data that global consumption of women will reach US $18 trillion.

This means that "her economy" still has great room for development.

The importance of "her economy" in sports is self-evident. In the mature sports market in the United States, the women's sports market has become the fastest growing subdivision area of the sports market.

According to research firm data, in 2017, female consumption accounted for 62% of the total sales of sports apparel in the United States, which benefited from women's exercise and fitness gradually becoming a fashionable and healthy way of life, and women's economic status and disposable income continued to increase.

The rise of women's consumption in sports market has also been affecting fast fashion and other fashion industries.

Take women's shoes as an example, the concentration of fashionable women's shoes has decreased year by year since 2013. Among them, BELLE international and Daphne international declined significantly, the market share dropped by nearly 5%, while the sports women's shoes market showed a completely different situation. Since 2013, the concentration of sports shoes has gradually increased, and leading enterprises such as Nike and Adi have significantly improved.

With the popularity of sports, this also makes the trend of sports shoes more and more intense. Under the net red or star grass, the sportswear shoes with personality and fashion are becoming the object of competition.

In March of this year, the Jordan Tmall flagship store launched the new "AJ6 cherry powder sports shoes" drawing lots, and about 300000 Tmall users signed up to participate in the "Yaohao" of 1399 yuan pink AJ.

Sneakers are usually the lifeblood of the majority of straight men, but a pair of women's sneakers has attracted about 300000 people's Yaohao. On micro-blog, the number of reading topics on Yaohao AJ has exceeded 2 million, so the explosive force of women's sports market can not be ignored.

In the female consumer search sports shoes style preferences report, we can see that most of the shoes with high search level have good matching, high fashion, practicality and brand recognition. These styles of shoes have become the essential products of the trend under the influence of the major sports brands.

The popularity of these fashionable sports shoes has a great impact on fashion women's shoes enterprises, while it brings more trading opportunities to YOHO, poison, NiCE and APP.

According to the report released by QuestMobile on mobile big data platform, from the perspective of consumption value, women still occupy the dominant position of Internet consumption, and shopping desire is strong. Taking poison APP as an example, female users have surpassed male users, breaking the usual impression that people are good at APP.

To sum up, the rise of her economy has profoundly affected and changed the design, production, sales, market orientation and consumption orientation of the sports industry.

"Her economy" helps the rise of the national tide.

Under the background of the upgrading of consumption, the concept of consumer consumption is changing from material consumption to spiritual consumption, and the fashion concept is also upgrading. The demand for clothing and shoes has shifted from functional consumption to symbolic consumption.

In the stage of symbol consumption, young people who express their strong desire for expression and pay more attention to personality value the culture and identity represented by brands.

All along, Nike and Adidas firmly occupy the top two in China's sports market. Chinese sports brand Lining, 361 degree, XTEP and Anta entered collective performance decline and mode adjustment stage in 2012. This dilemma was broken by Lining in 2017.

In 2017, Alibaba group joined hands with New York fashion week to cooperate in the "China day" show. The four Chinese characters, "Lining, China", made their debut in 2018, and in 2018, Lining boarded the Paris fashion week and the great show, which made the world see the perfect combination of Chinese sports brand and fashion.

This also laid the role of Lining as the best representative of Chinese traditional sports brand.

The combination of sports brands and tide brands has been a frequent occurrence. Influenced by the successful pformation of Lining to tide brand, some new domestic sports brands even directly label themselves. Anta has completed the pformation through the acquisition of international brands, such as buying BELLE's Fay music, positioning the "high-end sports fashion" Fay for many fashion week, making it one of the favorite sports brands of young and middle-aged groups.

Behind the rising tide of these countries, the strength of female consumers can not be ignored.

When women wear sportswear, they will pay attention to the color matching, whether they look good or not, and how the men are comfortable and how to wear them.

It is precisely because of women's aesthetic requirements for sports brands, and women's love for sharing in the social networking platform that more and more sports brands are beginning to walk on the tide line.

In the "2018 trend crowd sports shoes consumption trend report" shows that the trend pioneer women consumers more than 60%.

When more and more beautiful women begin to exercise, their spending on sports equipment is also catching up with men.

The report of FT Confidential Research, a high-end research service, shows that the annual expenditure on sports equipment for each woman is 1141 yuan, while that for male consumers is 1081 yuan. The consumption of sports equipment for women is far higher than that of men.

Benefiting from the rise of "her economy", over the past year, more and more players are playing in the market, and they are aiming at a broader trend.

In May last year, the domestic women's sports brand MAIA ACTIVE Maya announced the completion of the 40 million yuan A round of financing. It is reported that in 2017, MAIA ACTIVE achieved a 10 times year-on-year growth after the establishment of the first year, and achieved a 7.7 fold year-on-year growth in the first half of 2017.

Whether domestic brands or foreign brands, they are moving towards the direction of "tide brand".

With the trend of fashion culture, the local consumer brands will usher in an outbreak period.

The emerging niche sports brand, which is mainly based on fashion and fashion, is constantly emerging. This means that there is still a market space that has not yet been excavated in the sports market.

According to the 2019 China consumer trends report, 78.2% of consumers often buy domestic products, of which 68.5% think Chinese products are more practical.

The tide of the country has become a fashion of youth and fashion, which is needed in the era of personalized consumption.

It will become the best developing era for the tide of the country when the consumption power and consumption concept of the purchasing population are upgraded.

For the chao chao brand, if we want to keep pace with the tide and tide, we need to optimize the links in brand marketing, promotion, operation and sales channels.