Sports Footwear Industry: Offline Is Still The Main Consumer, Personalized Customized Mainstream.

Sports industry development promotes sports consumption and promotes the development of sports shoes and clothing market.

Recently, iiMedia Research (AI media consulting) released the "2019 China sports footwear industry competition situation and industry development big data analysis report", around the global and China sports shoes and apparel industry development trends, brand consumer market perception, consumer behavior, market enterprise case, e-commerce platform development, industry development trend analysis and prediction.

The global market is growing. The top three brands in China are among the top ten of the Olympic brand value list.

The overall market size of the global sports footwear market increased overall from 230 billion 640 million US dollars in 2013 to US $316 billion 550 million in 2018, an increase of 37.2% over the same period last year.

Nike, Adidas and other international famous brands sponsor the world cup, NBA, Olympic Games and other large sports events, with a market share of over 60%.

Among them, in the 2018 World Cup, Adidas and Nike accounted for 37.4% and 31.3% of the sponsorship of the top 32 jerseys, accounting for nearly 70% of the total sponsorship situation.

In addition, the distribution of sponsorship brands of NBA players in 2018 was 61% and 17% respectively, and the sponsorship ratio of Nike and Adidas was respectively.

In the Rio Olympics in 2016, the domestic sports shoes and clothing brands won the reputation of sponsoring the Olympic Games. Three of the domestic brands ranked among the top ten, while Lining, Anta and 361 ranked sixth, ninth and tenth respectively.

But generally speaking, foreign sports brands still occupy the main advantages.

AI media consulting analysts believe that through the sponsorship of large-scale sporting events at home and abroad, the popularity of domestic brands has been greatly enhanced.

However, the influence and competitiveness of foreign sports brands are still superior to those of domestic brands.

In the face of intensified market competition, domestic brands should speed up their technological strength, attach importance to scientific research and development, and introduce new materials and technologies into sports shoes.

The main channel of the market is the sports shoes.

The top-level strategy of national fitness has laid the market foundation for Chinese sports shoes and clothing, and the market of Chinese sports shoes and clothing has also been developing at a high speed.

Comparing the online and offline markets, iiMedia Research (AI media consulting) data show that in 2018, the sales volume of China's sports footwear market line and online channel was 46 billion 500 million yuan and 14 billion 400 million yuan respectively.

The proportion of offline channels is 65.6%, the contribution of growth value is 45%, the proportion of online channels is 33.2%, and the contribution of growth value is 52%.

AI media consulting analysts believe that the sports shoes and clothing online business to maintain strong growth, offline channels are still the main consumer market.

It is worth noting that the main growth of China's sports footwear market comes from the contribution of sports shoes.

According to the data, sportswear sales in China's sports footwear market in 2018 were 19 billion 200 million yuan, down 4.4% from the same period last year, while sales of sports shoes reached 42 billion 300 million yuan, an increase of 19% over the same period last year.

The report points out that with the cost advantage of cheap labor, China has become the world's largest producer and exporter of sports shoes.

IiMedia Research (AI consulting) data show that in 2018, China's sports shoes produced nearly 1 billion 100 million pairs, reaching 1 billion 90 million pairs.

It is worth mentioning that compared with international / local brands, the international sports shoes and clothing brands are significantly higher than local brands in terms of revenue, while the international sports shoes and clothing brands are in the leading position in terms of brand power index.

AI media consulting analysts believe that brand influence is not enough, brand coverage is still not enough to match international brands.

In addition, sales of domestic brands mainly come from China and have not gone out, and there is still much room for growth in the international market.

Men are the main players in sports shoes, running shoes or becoming a growth point in the market.

Sports shoes are becoming more and more popular in China. They have become a part of people's daily travel.

IiMedia Research (AI media consulting) data show that in 2018, the number of sports shoes consumption was 44.5%, and that of women was 40.6%, which shows that male consumers are the main players in sports shoes consumption.

There are differences in the distribution of sports shoes in terms of gender distribution. The report points out that in 2018, children's shoes and teenagers' shoes were most popular among female consumers, and sports necessities such as basketball shoes and football shoes were most popular among male consumers.

In addition, in sports shoes color, black, blue and gray contributed more than half of the sales share, 56%, followed by multicolor, red and white, and the mainstream 6 color contribution rate reached 85% of the overall sales share.

Among them, black sneakers are the first choice for men and women.

AI media public sentiment data monitoring system shows that the word "sneaker" of sports shoes is mainly concentrated on the brand and category of sports shoes.

Among them, the most popular brands of sneakers are Adidas, Nike, Arthur, Semir and Vance; among the categories of sports shoes, the most popular concern is running shoes, board shoes and so on.

It is worth mentioning that the report also lists the TOP10 list of the Chinese running shoes brand in 2018.

Among them, Nike was most popular, with a combined score of 88.2, followed by Arthur and Adidas, with a combined score of 86.4 and 85.9 respectively.

AI media consulting analysts believe that in recent years, the marathon race in China has seen rapid development. The number of Marathon events has increased rapidly from 22 in 2011 to 1581 in 2018, and the total number of events has nearly 72 times in 8 years.

According to the survey, about 40% of the runners have 3 to 4 pairs of running shoes.

Therefore, as the marathon race continues to be hot and consumers are keen on running, the running shoes market will continue to grow in the future and become the next growth point of the sports shoes market.

Consumers will pay more attention to scientific and technological functional sports shoes and clothing, and comprehensive customization will become the mainstream.

The competition of footwear industry in the future will follow the Matthew effect, that is, the stronger the stronger, the weaker the weaker.

AI media consulting analysts believe that with the changing market demand and the continuous upgrading of the consumer market, consumers will pay more attention to the functional products of science and technology.

International brands and domestic first-line brands will rely on their own advantages to obtain a large number of basic consumer groups.

The two or three line brand will face double pressure, and it will become more and more difficult to survive.

The report also pointed out that full customization will become the mainstream.

The stage of comprehensive customization is based on the individual aesthetic customization of independent individuals.

At the same time, shoe clothing 3D visualization, 3D printing, human database construction and interoperability recognition, three-dimensional human body measurement and other technologies will be widely applied.

In addition, with the continuous deepening of digital applications, digital practice continues to benefit, digital pformation has gradually become the consensus of clothing brand enterprises.

In the future, digitalization will develop into the infrastructure of sports footwear industry. On the one hand, it will greatly enhance the efficiency and experience of the retail of sports shoes and clothing, and on the other hand, it will lead the competition among enterprises to the higher overall digital operation decision making ability from the partial digital pformation degree.