Fashionable And Functional Sports Products Are More Popular In Chinese Market.

In 2015, China's sports apparel industry began to stabilize, and by 2017, it has basically adjusted to the right place. The number of main leading enterprises shops began to pick up, and the scale growth rate also increased year by year. This can be seen from the growth trend of the retail sales of China's sports apparel industry in the past 2013-2018 years. But even if the growth rate of the scale keeps increasing year by year, the largest contribution to this phenomenon is foreign brands, and the proportion of foreign brand names has been increasing year by year. While domestic sports brands want to catch up, they still need to strengthen investment in product research and development, strengthen their application in science and technology, and build brands at the same time. They are also good at brand building in Lining. From the perspective of market evolution, with the constant change of domestic consumption concept, sports products with functional and fashionable products are more popular with consumers.

Industry has gradually adjusted in place, scale growth rate increased year by year.

The sports brand of our country revisited the problem of enterprise development in the downturn of the industry, adjusted the channel structure and cleaned up the stock. In 2015, the sports apparel industry in China began to stabilize, and the number of the main leading enterprises began to pick up in 2017.

According to European and international data statistics, in 2018, the retail sales of China's sports apparel industry reached 264 billion 800 million yuan, an increase of 19.5% over the same period last year. From the change trend of the retail sales of sports apparel industry in China in the past 2013-2018 years, we can see that the sports apparel industry in China has gradually adjusted in place and the scale growth rate has been increasing year by year.

From the market segmentation of sportswear in 2018, sports shoes and sportswear are the two largest market segments. The total retail sales of these two markets reach a total of 144 billion 500 million yuan, and the market share is 54.5%.

The market share of foreign brands increased year by year, and the share of local brand cities decreased.

Due to the impact of China's domestic brand inventory crisis in the past 2012-2014 years, foreign brands in China's sports shoes and apparel industry TOP 20 exceeded the local brands for the first time in 2014 and continued to improve in the following years. In 2018, in China's sports shoes and clothing industry TOP 20, foreign brands accounted for 54.3% of the total market share in China, and 28.6% of local brands.

With the increase of consumers' demand for product quality and the increase of brand identity, the domestic sports apparel enterprises must strengthen investment in product research and development, strengthen the application of science and technology, and build brand at the same time, but in the case of rising manpower and raw material costs, small and medium-sized enterprises will not be able to continue. And Anta, Lining and other domestic well-known brands will compete fiercely in a number of fields. Anta and Lining may catch up with Nike and Adidas in the domestic market and enter the first tier; the brands such as the 31st, XTEP and other second tier companies may further widen the gap with the first tier in the process of transformation.

When it comes to the efforts made by domestic sports companies in the building of brand influence, Lining has to take it alone for analysis. Unlike other domestic sports brand founders who started their work in foundry or distribution, Lining, the founder of the company, is a famous gymnast. The sports brand named "Lining" has a natural brand influence, and is the first local sports shoes and clothing brand in China. In 1990, Lining wore the Lining brand sportswear to relay the Olympic flame. In 2008, Lining lit the main torch of the Beijing Olympic Games, and pushed the brand influence to a new height. In addition, in recent years, Lining has begun to enhance the interactive experience of consumers, including the introduction of running Corner and Lining iRun club, combining brand marketing with member activities, thereby enhancing user's consumption experience, enhancing consumer loyalty and strengthening the building of brand competitiveness. According to C-BPI data, Lining ranked second in sports apparel brand influence in 2018, second only to Nike.

Under the background of the change of consumption concept, sports products are featured by functionalization and fashion.

Nowadays, the concept of sportswear represented by sportswear has gradually changed. The most obvious one is that the sports clothing consumption is characterized by functionalization and fashion, which will be better than the leading enterprises in the industry with the advantages of technological accumulation and design ability.

1) functionalization: in the past, consumers used sportswear instead of casual clothes as outdoor activities. Nowadays, with the transmission of healthy living concepts and the gradual popularization of sports concepts, consumers' participation in various sports activities has increased. They have higher functional requirements for mobile equipment, such as light weight, sweat absorption, quick drying, shock absorption, etc.

2) fashion: because today's consumers are more and more sensitive to fashion, sports brands are beginning to integrate into more fashion elements. Take Adidas as an example, in 2015, Adidas launched 22 new shoes, of which nearly 50% of them are more inclined to the fashion industry. With the marketing method of "single product + explosion", the Yeezy sports shoes series and Stan Smith quickly swept the market. In 2017, Adidas again worked with fashion brand Stella McCartney to invite the fashion model Karlie Kloss endorsement to further develop the products to fashion and grasp the needs of consumers. Another example is the domestic brand Lining, who appeared on the 2018 New York fashion week. With the theme of "enlightened" as the theme, some products were launched, which caused widespread attention and reversed the impression that China had made a great leap forward. Author: Wu Ningfen