Five Sports Brands Break 1 Billion; New Gyms Pre-Sale Easily Exceeds 100 Million

The total trading volume of tmall double 11 was 498.2 billion yuan, the total amount of orders placed by Jingdong exceeded 271.5 billion yuan, and the online orders of Suning e-shopping increased by 75%... Although the double 11 of this year has passed, there are still some exciting figures left. In the context of the epidemic, a shopping spree is like a good medicine for consumption, especially for the sports industry which relies on offline consumption.

Turnover of Jingdong and tmall on November 11

Double 11 has passed, but the summary of e-commerce platforms and brands has just begun. The data continuously disclosed show that brands and enterprises in the sports industry have gained a lot in this double-11. Among the 30 brands on tmall platform with a turnover of more than 1 billion, Nike, Adidas, Anta, Li Ning and Filo are on the list. After that, Anta data showed that the transaction volume of Anta Group's e-commerce double-11 reached 2.84 billion yuan. On the other hand, Li Ning also exceeded 770 million yuan in the official flagship store of tmall.

In addition to sports brands, fitness brands and enterprises are also favored in this double 11. Many brands such as keep and Yijian won the first place in the fine classification. Fitness brands such as Leche and super orangutan also announced the turnover of more than 100 million yuan. The number of people who choose online pre consumption has increased significantly, which proves the rise of the health market.

Three sales principles: discount, live broadcast and combination of online and offline

This year's double 11 tmall and Jingdong subsidies have been reduced by 40 from 300 at 618. Meanwhile, with the related category coupons and activity red envelopes, pinduoduo advocates to continue the platform's consistent 10 billion subsidy.

Tmall, Jingdong, pinduoduo

Different platforms, different discounts and different ways of playing have resulted in different prices of different commodities in different platforms. The calculation of double 11 has made many people cry out: "it's very difficult, there is a routine."

Although the calculation is complicated, it is difficult to hide the shopping desire of many people. In particular, sports brands have launched many large coupons in order to clear the inventory caused by the epidemic. It is not a problem to win Nike, Adidas, Puma and other products with 2-4% discount after the allowance is fully reduced.

The first day of the first stage of double 11

In addition to discounts, the launch of live interaction is still the trend of online shopping. Since the outbreak of the epidemic in the first half of the year, the fire of live broadcasting with goods is still burning. When the "live salesman" became a new type of work under the occupation of Internet marketing division of the Ministry of human resources and social security in July, more and more people chose to try the job of anchor. At the same time, it also provided talents for more online stores to join the live broadcast.

In this double 11, the sports brand live broadcast entrance of each major e-commerce platform is in a prominent position on the front page of the store. Each live broadcast is equipped with 1-2 anchors to explain the products and bring goods.

In addition to being a regular anchor or a star. During the double 11, the official Olympic flagship store invited Winter Olympic champion Han Xiaopeng and youth idol Huang Minghao to promote the special products of Beijing Winter Olympic mascot. In addition, sky, the first person of China's e-sports, also appeared in pinduoduo live broadcasting room to bring goods for its own E-sports brand Ti degree technology.

Sky in pinduoduo

In addition, at the moment when the domestic epidemic situation is stable, online and offline double marketing and sales are still hot. Sports brands are not only hot in the double-11 online battle, but also in stores. Half price discount, several pieces of several discount and other promotion methods attract the attention of the shopping crowd. Of course, different consumption vouchers have been issued in different cities to stimulate consumption. Online and offline positions, especially gyms, have enjoyed a lot of dividends. Double 11 has launched a preferential online pre-sale and offline consumption mode, which has attracted a lot of sports people.

Results of sports brands: the turnover of five brands in tmall exceeded 1 billion, and the turnover of Anta Group's e-commerce reached 2.84 billion yuan

One hour before and one hour after the first day of the list, the first hour before and one hour after the first day of the first day of the first day of the first day of the first day of the first day of the first day of the first day of the first day of the first day of the first day of the first day of the second month, the second day of the first day of the first day, the second day of the first day, the second day of the first day, the second half of the month, the second day of the first day, the second day of the. After the double 11, a list of brands with a turnover of more than 1 billion yuan was announced, including five sports brands: Nike, Adidas, Anta, Li Ning and Feile.

Anta

According to the statistics of brands, Anta Group's e-commerce sales volume reached 2.84 billion yuan during the period of double-11, an increase of 53% compared with the same period last year; Li Ning's turnover in tmall flagship store reached 770 million yuan, becoming the No.1 domestic brand single store in the sports industry; the online performance of Tebu's whole brand was 530 million yuan, up 50%; the sales volume of Sketch's e-commerce platform exceeded 1 billion yuan, an increase of 4.4% over the same period 5%。

Li Ning

It can be said that many brands have made great achievements in this double 11. As early as the early stage of the epidemic, most brands have transferred their sales positions to the online market, and at the same time, they have put the acceleration of digital process into the brand strategy. Previously, in the Q3 financial report released by Adidas, the e-commerce business has achieved 51% growth, and Nike's Q1 financial report in 2021 shows that its digital business growth is 83%. Facts have proved that, with the global epidemic still spreading, online will still be the lifesaving straw of various brands for a long time.

The fitness industry chain is booming, and the revenue of Leche and super orangutan has exceeded 100 million yuan

In the first half of this year, offline gyms suffered heavy losses under the impact of the epidemic. During this period, online fitness has become a new trend. The data shows that online fitness is favored in this double 11, and offline fitness brands and activities launched by enterprises are also paid attention to. At the same time, many sports people pay the bill. In addition, the pre-sale mode of online activities and offline consumption is also accepted by many people.

Online, according to data from Jingdong, the sales volume of yoga clothing, Pilates and fitness dumbbells increased by 407%, 368% and 134%, respectively. In Suning e-buy, the number of outdoor equipment orders for minority sports increased by 271% during the double-11 period. On the platform of tmall, several fitness related brands have won the first place in the subdivision category of new brands (less than three years after they have been stationed in tmall), the sales volume of keep's motor bike and yoga mat are No.1 among the new brands, Wang Suisheng is the No.1 in the sales of instant drink cereal, and pineapple king is the first in the sales of fascial gun.

Keep bike C1

In terms of fitness equipment, more than 18000 consumers paid for yijianshuang 11 on the same day, and the sales of tmall treadmill ranked top. The turnover of keep's smart bike C1 single product exceeded 10 million yuan in a single day, and Shuhua's sales increased by 232% year on year. In addition, the sales volume of treadmill launched by Xiaoqiao technology also exceeded 15000.

In addition to the sales of online fitness related products, the sales of gym pre-sale cards also increased during the double-11 period. As early as the start of double 11, a large number of gyms have planned related activities, various low-cost experience cards and long-term recharge cards to attract people's attention.

Yueke

According to Leche's data, from 0:00 on November 9 to 24:00 on November 12, Leke's whole platform double 11 activities generated 551000 orders, with a total sales volume of 171 million yuan. During the period of double 11, the cumulative sales volume of 1 trillion Wade exceeded 120 million yuan, including 5 million sales of young children business. In addition, data released by super orangutans showed that more than 26000 people participated in the activities during the double 11 event, and the recharge amount exceeded 100 million yuan.

The sales of various gyms released a good signal, but it also faces a long service period. After all, in the first half of the year, many people lost confidence in the industry. After the double 11 gym regained its trust, the next step was to rely on service to retain customers.