National Fitness Program Released Sports Brand And Underwear Brand New Opportunity

On August 3, the State Council issued the national fitness plan (2021-2025), which clearly defined the development goal: by 2025, the proportion of people who regularly participate in physical exercise will reach 38.5%, the public fitness facilities at the county (city, district), township (street) and administrative village (community) and the community 15 minute fitness circle will be fully covered, with 2.16 social sports per 1000 people, The total scale of the national sports industry will reach 5 trillion yuan.

The national trend of fitness power not only lies in the sports itself, but also has attracted much attention. The Xinjiang cotton incident in 2021 and hongxingerke's exit from the circle have become an important node in the rise of domestic products in the field of clothing, obviously accelerating the rise process of domestic clothing. Under the background of cultural self-confidence, the product strength of superimposed domestic brands has been significantly improved. In recent years, the sense of identity and trust of domestic consumers for local brands has been significantly enhanced, and the rise of domestic products has become the general trend.

Generation Z's return of confidence in domestic products brings new opportunities for new consumer brands《 The report on the development of China's consumer brands in 2019 points out that people's desire to buy domestic products is becoming stronger and stronger. Among them, the recognition of domestic brands after 95 has surpassed that of foreign brands. On the other hand, the continuous warming of "her economy" has made women's sportswear a new outlet. From the consumption side, with the continuous awakening of women's consciousness, love of beauty has become the core power of women's fitness, and the female group has become the most powerful increment in the sports consumption market, and gradually master the consumption discourse power.

"Her economy" + sports + national trend, no doubt points to sports underwear. The "wild consumption" of hongxingerke event is from the high cost performance of Guochao brands. Adidas, Nike and other international brands are concentrated in the price range of more than 300 yuan, which leads to the phenomenon that women's sports brands are out of stock in the market at that time. At present, the Guochao brands with good performance in domestic online sports underwear are Maia active, rogue Lori, Li Ning and Anta. The first two new brands mainly rely on the product strength of the single product to obtain the flow, while the two national brands of the latter have gradually obtained the support of consumers by brand strength - the two brand tactics are different, However, there is no doubt that international brands have been suppressed on the sports underwear track, and the track concentration is low but the topic is high. In the next five years, will there be a Chinese version of Lulu lemon or the Nike of sports underwear track? rub one's eyes and wait.

For the strategy of the future sports underwear track, the new brand should first look at the product strength and influence of the single product, and only the super single product can talk about the brand; Sports brands and underwear brands mainly focus on empowerment, expand the category of sports underwear through merger and acquisition or strategic cooperation core supply chain, and occupy the sports underwear track strongly.