Local Sports Brands Break The Wrist, The International Giants Are Moving The Ordinary Consumers With The Trend.

Recently, HOSA's fitness shop has many stores in the country, but another fact is that China has become the second largest in the world after the US. Gym shoes To serve the market and become the "high vision industry" in the eyes of analysts.

This is because with the promotion of the concept of sports in China, sportswear and leisure clothing are gradually becoming a habit of life, and also become the rigid demand of consumers. Their consumption targets are broad, covering groups of different sex, age and income level. Local sporting goods companies represented by Lining and Anta are accelerating growth in this fertile soil.

"The main contradiction of our local sporting goods companies at this stage is that products can not cater for the changing needs of consumers, such as functionality, personality, and so on. brand We need to embrace the upgrading of consumption and provide consumers with high value and deep experience. Ju Xinghai, an analyst with Guosheng securities, said.

A pair of high - end sports shoes was fry to 60 thousand yuan

According to the statistics of Euromonitor, the total market of sports shoes and clothing in China in 2017 reached 212 billion 100 million yuan, an increase of 12% over 2016. The market expects that the market will maintain a compound growth rate of over 8% in the next five years, and the overall size of the sports shoes will exceed 318 billion yuan in 2022. China's sports shoes and clothing regulations account for 10% of the global total, and it has become the second largest market in the world after the United States.

However, until now, the two brands of Nike and Adidas are still at the top of the sports industry. China's Lining and Anta share the same share in the past few years, and share their share in the Chinese market closely following Nike and Adidas. Similarly, the Chinese market has become the most important strategic market for Nike and Adidas, and Adidas has set the Asia Pacific headquarters in Shanghai.

In addition to temporarily unable to break through the brand barriers, Lining and Anta try to match Nike and Adidas in terms of price and technology. Take men's running shoes as an example. Nike's tag price is up to 1699 yuan, and the highest tag price of Lining is 1499 yuan. "One of our high-end sports shoes was sold out shortly after being put on the line, and later I saw that this shoe had been fired over 60 thousand yuan and a pair on the second-hand shoe platform." Lining, an insider, excitedly told reporters.

Just like Nike has Nike Air, sports brand wants to be favored. It still needs unique technical support so that more professional consumers can be harvested. "Because sports shoes and clothing products are different from casual clothing categories, professionalism and functionality are the lifeblood of sports brands, and R & D is the guarantee of product strength." Ju Xinghai, an analyst with Guosheng securities, said.

Earlier, some people in the industry said that in the technology realization link, the top manufacturing factories in China do have the ability to realize technology, but the technological research and development links are not necessarily.

But last year, Lining launched the long carbon chain polythiamine elastomer PEBAX. Material Science The sneakers have two characteristics of "high resilience" and "extreme lightweight". Anta, inspired by aeronautical materials, has independently developed the FLASHLITE technology, which is both a sport and ultra light material. It is a midsole material for Anta hydrogen technology. It ensures maximum hardness and strength while ensuring its hardness and strength.

"As a power brand, technology research and development has always been the focus of our work, for example, in the field of badminton rackets, our products have been recognized as the best ones." Lining Yang Guang, director of market integration, told reporters.

"It's not easy to do well."

Use technology to impress professional consumers. Trend Impress ordinary consumers.

Whether it is Lining or Anta's official website, the words "Chao" and "Fashion" appear frequently. In 2018, Lining attended the New York fashion week and the Paris fashion week. Its main nostalgia and Chinese elements, every movement and the shape of Chinese culture all let netizens exclaim "Lining changed", young. fashion The trend became Li Ningxin's badge. It is reported that since 2018, New York fashion week. Walking show After finishing, Lining's stock price started to rise all the way, in a short span of 40 days, the market value increased by nearly 6 billion yuan.

According to incomplete statistics from reporters, Lining's brand in recent years included red flag, EDG (a Chinese E-sports Club), Disney, etc., and even the national IP such as giant panda has also been caught in the line. In June 12th, the results of the "global recruitment contest for Chinese Giant Panda" were announced. The first panda's international image "ah Pu" announced that Lining launched the first product with the panda UPanda.

"It's a great pleasure to take over this project, because pandas are the characteristics and symbols of the motherland, and are deeply loved by the whole Chinese people. Lining brand is also the oldest and most popular sports brand in China. So I think the cross border cooperation between the two is a match made in heaven, and the meaning of the representative is consistent with the target population. The original intention of the product design is to conform to the present most. Popular Elements, and to dialogue with people and even the world. Lining Yang Guang, director of market integration, told reporters.

"In the past two years, Lining has begun to reflect on the influence of his founder and the spirit of the brand as the foundation. He has made an article around the IP of Lining's brand story and told the Millennium generation of the brand stories that resonate with him." Ju Xinghai, an analyst with Guosheng securities, said.

But after careful consideration, is it because the cognition of consumers is not clear enough for the cross-border cooperation of local brands?

Yang Guang did not agree with this: "most of the cooperation is that the partners come to us because they want to make the brand younger. For us, although young people are the main consumer groups, there is no age limit for people's pursuit of fashion.

Some people say that the lack of genuine spirit of originality is the biggest obstacle to China's local brands going to the world. If consumers do not know enough about their products, the performance of their products will not be improved in real terms. Local brands want to catch up with Nike and Adidas, which will still be a difficult road.