The development of sports industry drives sports consumption and helps the development of sports footwear and clothing market. Recently, (iMedia Consulting) released the 2019 China Sports Footwear Industry Competition Situation and Industry Development Big Data Analysis Report to analyze and predict the development trend of the global and Chinese sports footwear industry, brand consumption market perception, consumer behavior, market enterprise cases, e-commerce platform development, and industry development trend.
The global market scale is growing, and the three Chinese brands are among the top ten Olympic brand values
The global sports footwear and clothing market scale showed an overall growth trend, from US $230.64 billion in 2013 to US $316.55 billion in 2018, with a year-on-year growth of 37.2%.(print on demand)
Nike, Adidas and other international famous brands sponsor the World Cup, NBA, Olympic Games and other large-scale sports events, with market shares of more than 60%. Among them, in the 2018 World Cup, Adidas and Nike accounted for 37.4% and 31.3% of the top 32 jerseys respectively, accounting for nearly 70% of the total sponsorship. In addition, from the distribution of active NBA players' boots brands in 2018, Nike and Adidas accounted for 61.0% and 17.0% respectively.
In the 2016 Rio Olympic Games, domestic sports footwear and clothing brands won public praise for sponsoring major Olympic events. Among them, three domestic brands ranked in the top ten, and Li Ning, Anta and 361 ranked sixth, ninth and tenth respectively. But on the whole, foreign sports brands still occupy the main advantages.
According to the analysts of Ai Media Consulting, the popularity of domestic brands has been greatly enhanced through the sponsorship and participation of large sports events at home and abroad. However, the influence and competitiveness of foreign sports brands are still better than those of domestic brands. With the intensification of market competition, domestic brands should accelerate the promotion of scientific and technological strength, attach importance to scientific and technological research and development, and constantly introduce new materials and processes into the manufacturing of sports shoes.
Offline channels are still the main consumption force, and the main growth of China's sports footwear market comes from sports shoes.
The top-level strategy of national fitness has laid the market foundation for China's sports footwear and clothing, and the Chinese sports footwear and clothing market has also continued to develop at a high speed.
Compared with the online and offline markets, the data of iiMedia Research shows that the sales of the offline and online channels of China's sports footwear and clothing market in 2018 were 46.5 billion yuan and 14.4 billion yuan. Offline channels accounted for 65.6% and the contribution of growth value accounted for 45.0%; Online channels accounted for 33.2% and the contribution of growth value accounted for 52.0%. According to the analysts of iMedia Consulting, online e-commerce of sports shoes and clothing has maintained a strong growth, and offline channels are still the main consumption force in the market.
It is worth noting that the main growth of China's sports shoes and clothing market comes from the contribution of sports shoes. According to the report data, the sales volume of sportswear in China's sports footwear and clothing market in 2018 was 19.2 billion yuan, down 4.4% year on year; The sales of sports shoes reached 42.3 billion yuan, up 19.0% year on year.
The report points out that with the cost advantage of cheap labor, China has become the world's largest producer and exporter of sports shoes. According to the data of iiMedia Research, in 2018, China produced nearly 1.1 billion pairs of sports shoes, reaching 1.09 billion pairs. (print on demand)
It is worth mentioning that compared with international/local brands, international sports footwear brands are significantly higher than local brands in terms of revenue, while international sports footwear brands are in the leading position in terms of brand power index. According to the analysts of Ai Media Consulting, the brand influence is insufficient, and the brand coverage is still insufficient to compete with international brands. In addition, the sales of domestic brands are mainly from China, and there is still much room for growth in the international market.
Men are the main consumers of sports shoes, and running shoes may become the next growth point in the market
Sports shoes are becoming more and more popular in China and have become a part of people's daily travel. According to the data of iiMedia Research, in the number of sports shoes consumers in 2018, men accounted for 44.5% and women accounted for 40.6%. It can be seen that male consumers are the main consumers of sports shoes.
The selection of sports shoes varies in gender distribution. The report points out that in 2018, children's shoes and youth shoes were the most popular with women consumers, while sports necessities such as basketball shoes and football shoes were the most popular with men consumers.
In addition, in the color system of sports shoes, black, blue and gray accounted for more than half of the sales share, accounting for 56.0%, followed by multi-color, red and white. The six mainstream color systems accounted for 85.0% of the overall sales share. Among them, black sports shoes are the first choice for male and female consumers.
According to the monitoring system of business and public opinion data of Ai Media, the word cloud of sports shoes mainly focuses on the brands and categories of sports shoes. Among them, among the sports shoes brands, Adidas, Nike, Arthur, Sima and Vance are the most concerned by consumers; Among the categories of sports shoes, running shoes, skates, etc. are the most concerned by consumers.
It is worth mentioning that the report also lists the top 10 Chinese running shoes brands in 2018. Among them, Nike is the most popular with a comprehensive score of 88.2, followed by Arthur and Adidas with a comprehensive score of 86.4 and 85.9 respectively. (print on demand)
According to the analysts of Ai Media Consulting, in recent years, China's marathon competitions have shown a rapid development trend, with the number of marathon events growing rapidly from 22 in 2011 to 1581 in 2018, and the total number of events has increased by nearly 72 times in eight years. According to the survey, about 40% of runners own 3 to 4 pairs of running shoes. Therefore, with the continuous popularity of marathon events and consumers' enthusiasm for running, the future running shoes market may maintain a growth trend and become the next growth point of the sports shoes market.
Consumers will pay more attention to scientific and technological functional sports footwear, and comprehensive personalized customization will become the mainstream.
In the future, the competition in the sports footwear and clothing industry will follow the Matthew effect, that is, "the stronger the stronger, the weaker the weaker". Analysts from iMedia Consulting believe that consumers will pay more attention to technology functional products as the demand of the industry continues to change and the consumer market continues to upgrade. International brands and domestic first tier brands will rely on their own advantages to obtain a large number of basic consumer groups. However, the second and third tier brands will face double pressures and become more and more difficult to survive.
The report also points out that comprehensive personalized customization will become the mainstream. The stage of overall personalized customization is based on individual personalized aesthetic customization. At the same time, shoe and clothing 3D visualization, 3D printing, human body database construction and mutual recognition, 3D anthropometry and other technologies will be widely used. (print on demand)
In addition, with the continuous deepening of digital application, digital practice continues to benefit, and digital transformation has gradually become the consensus of apparel brand enterprises. In the future, digitalization will develop into the infrastructure of the sports footwear and clothing industry. On the one hand, it will greatly improve the efficiency and experience of sports footwear and clothing retail, and on the other hand, it will also lead the competition among enterprises from local digital transformation to a higher dimension of overall digital operation decision-making capability.