2020 Olympic Year Is Coming, The Sports Consumption Market Will Usher In The Golden Age.

In the coming 2020, the number of regular physical exercises in China will reach 435 million.

Recently, Tmall released the "2019 sports consumption trend report". The report shows that Chinese people are becoming more and more fond of sports. Only 400 million sports enthusiasts in the Alibaba economy have gathered. According to the previous plan of the State Sports General Administration, the number of people who regularly participate in physical training will reach 435 million in the coming 2020 Olympic year.

What is surprising is that the highest rate of growth in sports pay is not in the northern Guangzhou first tier cities. The 234 line area and the Rural Silver haired generation (the "50" group) have the highest consumption growth rate. Among them, the growth of consumption after 50 years reached 53.3%, much higher than that of "36.5% after 1990s"; in the top ten cities ranking of sports consumption in Zunyi, three cities and 4 cities accounted for 4, and Zunyi, Quanzhou, Urumqi, Jinhua, Guiyang and Kunming were at the forefront.

Market sink and brand rise

The sports consumption market sinks, the local sports brand influence rises, relies on the outstanding performance price ratio, the domestic sports clothing brand headed by Lining and Anta ushered in the golden moment.

In the second tier cities, Lining faced new and old rivals such as Nike, Adidas, Andemar and so on. With the strong exposure of fashion week and the trend of small white shoes, they returned to the consumer's perspective to promote the spring rejuvenation of the national tide. Through a series of trend marketing actions, Lining bid farewell to the old brand image and find ways to communicate with young people to accelerate the tide. Anta has developed into the largest comprehensive sporting goods company in China.

2019 in the first half of fiscal year, Anta group's ANTA, FILA and other brands all performed well, with net sales exceeding 14 billion 800 million yuan, an increase of 40.3% over the same period last year, ranking the first place in the domestic sporting goods industry. Although the 2019 fiscal year has not yet ended, Anta has released earnings beforehand, and expects net profit growth of not less than 45% year-on-year at the end of December 2019. Net profit is likely to reach as high as 6 billion yuan.

Female sports consumption

It is noteworthy that in the 2019 sports consumption trend report, the number of female consumers has surpassed that of men. Data show that in 2019, more than 54 million people bought Yoga equipment through Tmall platform, of which women were the majority, the participation of women in sports increased significantly, and the consumption of sports increased year by year. This year's growth rate reached 38%.

In fact, female consumers have never been so important in sports brand.

Before the rise of women's fitness trend, the sports market was dominated by male hormones. Brand developers put a large number of R & D and promotion resources into the male market, and female sports products are more widely used as accessories. With women's sports consumption becoming more and more important, the gender boundaries of sports consumers are more ambiguous, sports products are more fashionable, and functionality is as important as face value.

The report also shows that apart from regular sports such as running, basketball and football, minority sports are more popular. Over the past year, 51 million 500 thousand people have bought baseball equipment, while climbing consumption has increased by 32%.