Data Analysis: Current Situation And Development Trend Of 100 Billion Shoes And Clothing Market

? ? ? For a long time, Nike and Adidas have occupied the top two in China's sportswear market share. In 2020, Nike topped the list with a market share of 25.6%, while Adidas ranked second with a market share of 17.4%. However, this spring, a cotton set off a huge wave, H & M, Nike, Adidas and other foreign brands caused public anger because of the "Xinjiang cotton incident" double label behavior, which was boycotted by Chinese consumers, and the sales in China were also "cut back".

According to the data, in April 2021, the sales of Adidas, Nike, UNIQLO and other hot-selling brands in tmall will decline by 78%, 59% and 20% respectively year-on-year. At the same time, sales of Chinese sports brand Li Ning on tmall platform soared by more than 800% in April!

Nowadays, with the continuous rise of domestic brands, the quality and style of clothes are comparable to those of foreign brands. Moreover, with the rising patriotic sentiment of domestic consumers, many consumers are more proud of wearing domestic products, which benefits Chinese local brands more. Industry insiders generally believe that with the support of Chinese consumers, Xinjiang cotton event will become a major opportunity for the rise of domestic sports brands, or will change the sports goods industry pattern dominated by Nike and Adidas.

On May 6, according to Reuters, Adidas, a sporting goods manufacturer, has launched an auction of its Reebok brand. Adidas asked to submit the first round of bidding next week, and expected Anta sports and Li Ning of China to submit bids. FILA of South Korea and Wolverine of the United States are also regarded as potential bidders.

It can be seen that the surging sports shoes and clothing industry is more competitive, and the pattern dominated by foreign brands may also be affected, and its market trend is more worthy of discussion and research. As a result, AI media consulting released the "2021 China sports shoes and clothing industry development status and market research and analysis report", the report carried out a comprehensive analysis of China's sports shoes and clothing industry, and conducted in-depth research on the upstream, middle and lower reaches of the industrial chain, especially the processing links in the middle reaches and downstream user behavior, and put forward the trend prediction.

This report involves enterprises / brands / cases: Huali, Shenzhou International, Anta, Li Ning, Tebu, 361 °， Adidas, Decathlon.

The following is an excerpt from the core content of the report:

Driving force for technological development of China's sports shoes and clothing industry: e-commerce channel (2)

According to the data of iimedia research, the market scale of China's online sports goods will reach 2005 billion yuan by the end of 2021, and will continue to grow. Affected by the epidemic situation, since 2020, China's sports shoes and clothing industry has opened up new sales methods, online channels have begun to develop rapidly, and the online market scale will continue to grow.

Revenue and forecast of global sportswear market from 2012 to 2025

According to iimedia research, the global sportswear market revenue will reach 188.2 billion U.S. dollars in 2020, showing a rising trend. It is estimated that by 2025, the global sportswear market revenue will reach 207.79 billion US dollars, an increase of 10.41% compared with 2020.

Retail sales and forecast of Chinese sportswear market from 2013 to 2021

According to iimedia research, the retail sales of sportswear in China will reach 252.3 billion yuan in 2020, showing an upward trend. It is estimated that the retail sales of sportswear in China will reach 269.6 billion yuan in 2021, an increase of 6.9% compared with that in 2020.

China sports shoes and clothing industry chain upstream raw material: EVA resin

EVA resin is mainly used in the middle sole of sports shoes, and the middle layer plays the role of bonding and buffering in the whole system of sports shoes. At present, most of the middle layer materials of the global sports shoes contain EVA. The data shows that the output of China's EVA resin industry is on the rise as a whole, and the output of China's EVA resin will reach 750000 tons in 2020. China's demand for EVA resin is also increasing. Although affected by the epidemic situation, the market scale of EVA resin will decrease slightly in 2020, but with the growth of sports shoes and clothing industry, it is expected that the market scale of EVA resin will be further expanded.

A comparative study on men and women consumers of sports shoes and clothing in 2021

According to iimedia research, the proportion of female consumers in China's sports shoes and clothing market is slightly higher than that of men, accounting for about 50.6%. In addition, in all consumption scenarios of sports shoes and clothing, domestic brands are consumers. AI media consulting analysts believe that because female consumers often play the role of buying clothes for family members, their expenditure and frequency in this respect are slightly higher than that of male consumers.

Survey on the participation of Chinese sports shoes consumers in drawing lots in 2021

According to the data of iimedia research, about 54% of the sports shoes and clothing consumers have participated in the sports shoes lottery. Among them, about 56% of the consumers participated in the lottery because of their favorite styles, while the lottery activities held due to the limited products attracted another 50.3% of the consumers. AI media consulting analysts believe that in addition to designing for the preferences of customer groups, product rationing has gradually become an effective marketing strategy for sports shoes, with the purpose of encouraging consumers to rush to buy goods, thus increasing brand popularity.

Survey on average consumption price of sports shoes and clothing in China in 2021

According to iimedia research, the average consumption price of sports shoes and sportswear is closely related, with 200-400 yuan as the main price range, accounting for more than 36.0% of the total. AI media consulting analysts believe that with the functional differentiation of sports shoes and clothing and consumers' higher requirements for the quality of life, the average price of sports shoes and clothing products is expected to further expand.

Trend of sports shoes and clothing industry in China (2): the problem of fried shoes

According to the data, the resale market size of China's used sneakers has exceeded 1 billion US dollars in 2019. As a platform for resale of shoes in China, dewu's brand exposure reached 350000 after a series of shoe speculation incidents.

Due to the "boycott of Xinjiang cotton" incident at the end of March 2021, Chinese people began to turn their attention to the domestic sports shoes and clothing brands. It is reported that the price of Li Ning Wade Road 4 All Star Silver and white model has reached 48889 yuan, while its reference price is 1499 yuan, an increase of 31 times.

In response, Li Ning official response, said "do not want to have any connection with the shoe industry, will set a threshold to avoid speculation behavior.". Relevant lawyers said that the shoemaking is very large, and this kind of market manipulation is in violation of the "price law". As for the phenomenon of "shoe speculation" in China, the management of China's sports shoes and clothing market needs to be strengthened in the future. All sports brand enterprises should also stop this kind of behavior. The state should also issue relevant documents and policies to provide consumers with a fair sports shoes and clothing consumption environment.