2016 sports shoes and clothing industry may happen these major events
2021-11-24 15:08:02
2016 sports shoes and shoes industry may happen these major events Date: 2016-02-27 12:27
In 2015, it was the warm-up period of the sports shoes and clothing industry. With the favorable policies of the new year and the extensive development of various types of sports events, it greatly stimulated the consumption demand of sports equipment. The sports shoe and clothing brand merchants had more confidence. Then, what will happen to the overall environment of sportswear in 2016? How is the market consumption trend? Once again, in the Olympic marketing year, how can the brand exert its power?
Trend 1: The industry continues to pick up, whether brands can keep up with the pace depends on their own operating capabilities
China Sportswear Industry Federation, China International Sporting Goods Expo, head of news communications, sports media industry senior media player Cui Wei this analysis of the 2016 sports shoes and clothing market: sports shoes clothing is a popular market, from an economic point of view, it's Development follows the laws of market economy and is based on Solow's five-stage theory: growth, take-off, boom, stagflation, and recession. The sportswear industry has already experienced the period of stagflation and recession in 2011-2013, and the period from 2014 to 2015 is a period of recovery. In the next cycle, sportswear will enter a new cycle of prosperity. In addition, policy and market positive moments will stimulate the confidence of the consumer market. In the next 2-3 years, this industry must continue to pick up. For brands, it is to seize the opportunity of national fitness to become a national strategy and accelerate the pace of development.
Ma Gang, an independent commentator in the shoe and clothing industry and an observer of the retail industry information and e-commerce, believes that the overall environment of the sports industry is in an upward trend. Whether each company can follow the rapid development depends on its own operating capabilities. From the analysis of the overall competition of the industry, the impact of domestic brands on international brands will be greater this year, and the brands with the domestic brands ranked fourth and fifth place, such as Jordan Sports, will have the most significant impact.
Trend 2: Consumer upgrade process, high value and design leading products will be more popular
1. Second and third-line brands will face greater pressure.
In the past, consumers of the second and third tier brands, once discovering that the product or consumer experience is not particularly satisfactory, will certainly choose a more professional and higher-value brand in the process of consumption upgrade. Ma Gang believes that in the future the market will inevitably be stronger and the weak will be weaker. The market demand is changing and the consumption upgrade is going up. Customers will pay more attention to technological and functional products. To choose professional performance, it must be an international brand, such as Nike Adidas has cultivated a large number of basic consumer groups; and if it is considered from the cost, it is more likely to choose a domestic first-line brand, Anta, Li Ning is now the cost-effective Very high, the momentum of development is getting better and better. Sports brands in the second and third line positions will face two-way attack and the pressure for survival will increase.
2. The leading brand of packaging design has more room for survival.
Cui Wei believes that according to consumer trends, in addition to brands with high practical value, there is a category of brands that will have development prospects, that is, a brand with a leading concept in packaging design. Good design packaging can make the target group produce 15% -30% purchase decisions, product design pursuit of aesthetics, novel and interesting packaging, which may attract more consumer groups.
Trend 3: The brand will return to specialization, and there will be more development opportunities in the subdivided areas.
1. Be an expert brand in segmentation sports.
Ma Gang believes that under the upsurge of national fitness, consumers will increasingly favor professional sports equipment. Xtep, 361 and other brands have all captured changes in market information, and they need to cultivate a group of loyal and specialized professionals. Therefore, the brand gradually returned to professionalism, especially the special step to play love running, love special step slogan, which means that the adjustment to the specialization; always take the professional route of the Peak, focusing on precision farming basketball market. The field of basketball is also a hotly contested place, and the squeeze is obvious.
A major new change in the 2016 Expo was the establishment of a special area for road running equipment for the increasingly hot marathon sports. The display included road equipment, sports nutrition, fitness rehabilitation equipment, physical fitness monitoring equipment, and fashion wearable equipment. Within the brand segmentation product. Cui Wei believes that according to market trends, future brands must be able to achieve three things in order to stand out in the ocean where brand information that consumers can come across is excessive:
First of all, the corresponding equipment market in the segmented sports field becomes an expert-level brand. As the consumption of the market becomes more rational, the level of consumption will increase. Second, it is necessary to realize the big manufacturing of small brands. More product lines are used to produce subdivided products instead of mass production in one place. Because small manufacturing makes brand owners have only small inventory, it will not affect the capital chain. Thirdly, with information-based reengineering internal management, external channels and business models, future brands are bound to integrate with the Internet. An Dema is a typical case.
2. Group purchase custom market development, new brands or business opportunities can be found.
Local event fever will continue to promote the development of related sports equipment custom group purchase market. Ma Gang said that this is a very niche market, and perhaps some small and medium-sized brands can find development opportunities. It can make new brands well into the sports field. Domestic mainstream sports brands such as Anta and Xtep will generally not push this business, because there is specialization in the medical industry, unless their dealers specifically go for the group buying market. This is unlikely.
Online competition tends to focus on the level of price war inevitably, and if you take the road of customization, you can make the price factor become a less-sensible element in consumer purchasing decisions, such as Nike's personalized custom shoes. More than 2 times more expensive than regular shoes, but consumers are willing to buy, why? Consumers professional and rational psychology, our brand business really understand? In addition to the international big-name, the future of specializing in customized brands will have a certain The development of space, because of its low cost of concentration, is easily accepted by the market, which is also a major breakthrough in the field of specialization, which is conducive to creating a more professional brand. Cui Wei analysis.
Trend 4: Multi-brand operation is still the main theme, acquisition is an important way
At the end of 2015, Anta acquired the British outdoor brand Sprandi, and made full use of the outdoor market. Ma Gang believes that multi-brand operation depends on the development of the stage, the premise is that the main brand already has a strong competitiveness, such as the main brand has already ranked in the top few in the industry, multi-brand operation is possible. If the main brands are not doing well and introducing new brands, development will be difficult.
In the multi-brand strategy, whether it is the self-cultivation of the brand or the acquisition method, Ma Gang believes that it is difficult to cultivate new brands, and there are not many successful cases. Acquisitions can enter the market faster, with at least one endorsement, original professional R&D and professional marketing management team, and consumers' recognition of the brand will be higher. It is understood that this year's major domestic sports brands have the acquisition of new licenses.
In the future, great brands in the field of sporting goods must have at least one strong category that people can remember. Based on this foundation, we can penetrate into other fields again. It is difficult to create a comprehensive brand. The best way to extend this category is to use capital to use acquisitions to continuously acquire the top brands in this category to capture new markets. Cui Hao believes that Shen Dongao has successfully promoted the development of ice and snow projects. As a niche market, ice-snow outdoor and other narrowly populated brands, the next few years are destined to be acquired by a number of comprehensive brands trying to force the ice and snow market.
Trend 5: Internet + Trends, Brands Will Acquire or Share Smart Device Vendors
For sporting goods merchants, the trend of Internet+ is getting more and more attention. Smart wearable devices are a very important product under this trend. Magang believes that this year, smart wearable devices, brand owners will be pushed more crazy, there are acquisitions, he predicted that Li Ning, Anta and other brands are likely to acquire or share some smart device manufacturers, it is said that Anta has prepared this area work.
In addition, in the field of smart wear, in addition to smart shoes, Li Ning has also launched smart football, smart racquet, etc. The future development of sports shoes brand in the smart field is likely to further extend the peripheral products.
Trend 6: Accelerate the development of omni-channel integration, and enhance the brand experience under the brand
Online sales include sales from the PC and mobile phones. Now that e-commerce has become a traditional industry, every company cannot live without it. In the future, physical stores, e-commerce, and micro-businesses are all important links in the brand's omni-channel. Brand owners will accelerate the development of omni-channel integration, enabling consumers to see the brand's products in any channel and link them to brands. service. Magang said to the reporter of China Sports Articles.
Ma Gang said that the overall number of sports shoes and apparel brands will be reduced this year. After all, the entire market is relatively saturated. The function of the shop will be different. In the past, the shop was a sales carrier. Now its important role is to increase the interactive experience of consumption, and it will become more interesting, not just complete sales tasks. For example, businesses will add scenes of leisure venues, perhaps a cafe, listening to music, reading books, chatting, and so on. They will have the experience and social functions to become a comprehensive service platform.
In 2015, it was the warm-up period of the sports shoes and clothing industry. With the favorable policies of the new year and the extensive development of various types of sports events, it greatly stimulated the consumption demand of sports equipment. The sports shoe and clothing brand merchants had more confidence. Then, what will happen to the overall environment of sportswear in 2016? How is the market consumption trend? Once again, in the Olympic marketing year, how can the brand exert its power?
Trend 1: The industry continues to pick up, whether brands can keep up with the pace depends on their own operating capabilities
China Sportswear Industry Federation, China International Sporting Goods Expo, head of news communications, sports media industry senior media player Cui Wei this analysis of the 2016 sports shoes and clothing market: sports shoes clothing is a popular market, from an economic point of view, it's Development follows the laws of market economy and is based on Solow's five-stage theory: growth, take-off, boom, stagflation, and recession. The sportswear industry has already experienced the period of stagflation and recession in 2011-2013, and the period from 2014 to 2015 is a period of recovery. In the next cycle, sportswear will enter a new cycle of prosperity. In addition, policy and market positive moments will stimulate the confidence of the consumer market. In the next 2-3 years, this industry must continue to pick up. For brands, it is to seize the opportunity of national fitness to become a national strategy and accelerate the pace of development.
Ma Gang, an independent commentator in the shoe and clothing industry and an observer of the retail industry information and e-commerce, believes that the overall environment of the sports industry is in an upward trend. Whether each company can follow the rapid development depends on its own operating capabilities. From the analysis of the overall competition of the industry, the impact of domestic brands on international brands will be greater this year, and the brands with the domestic brands ranked fourth and fifth place, such as Jordan Sports, will have the most significant impact.
Trend 2: Consumer upgrade process, high value and design leading products will be more popular
1. Second and third-line brands will face greater pressure.
In the past, consumers of the second and third tier brands, once discovering that the product or consumer experience is not particularly satisfactory, will certainly choose a more professional and higher-value brand in the process of consumption upgrade. Ma Gang believes that in the future the market will inevitably be stronger and the weak will be weaker. The market demand is changing and the consumption upgrade is going up. Customers will pay more attention to technological and functional products. To choose professional performance, it must be an international brand, such as Nike Adidas has cultivated a large number of basic consumer groups; and if it is considered from the cost, it is more likely to choose a domestic first-line brand, Anta, Li Ning is now the cost-effective Very high, the momentum of development is getting better and better. Sports brands in the second and third line positions will face two-way attack and the pressure for survival will increase.
2. The leading brand of packaging design has more room for survival.
Cui Wei believes that according to consumer trends, in addition to brands with high practical value, there is a category of brands that will have development prospects, that is, a brand with a leading concept in packaging design. Good design packaging can make the target group produce 15% -30% purchase decisions, product design pursuit of aesthetics, novel and interesting packaging, which may attract more consumer groups.
Trend 3: The brand will return to specialization, and there will be more development opportunities in the subdivided areas.
1. Be an expert brand in segmentation sports.
Ma Gang believes that under the upsurge of national fitness, consumers will increasingly favor professional sports equipment. Xtep, 361 and other brands have all captured changes in market information, and they need to cultivate a group of loyal and specialized professionals. Therefore, the brand gradually returned to professionalism, especially the special step to play love running, love special step slogan, which means that the adjustment to the specialization; always take the professional route of the Peak, focusing on precision farming basketball market. The field of basketball is also a hotly contested place, and the squeeze is obvious.
A major new change in the 2016 Expo was the establishment of a special area for road running equipment for the increasingly hot marathon sports. The display included road equipment, sports nutrition, fitness rehabilitation equipment, physical fitness monitoring equipment, and fashion wearable equipment. Within the brand segmentation product. Cui Wei believes that according to market trends, future brands must be able to achieve three things in order to stand out in the ocean where brand information that consumers can come across is excessive:
First of all, the corresponding equipment market in the segmented sports field becomes an expert-level brand. As the consumption of the market becomes more rational, the level of consumption will increase. Second, it is necessary to realize the big manufacturing of small brands. More product lines are used to produce subdivided products instead of mass production in one place. Because small manufacturing makes brand owners have only small inventory, it will not affect the capital chain. Thirdly, with information-based reengineering internal management, external channels and business models, future brands are bound to integrate with the Internet. An Dema is a typical case.
2. Group purchase custom market development, new brands or business opportunities can be found.
Local event fever will continue to promote the development of related sports equipment custom group purchase market. Ma Gang said that this is a very niche market, and perhaps some small and medium-sized brands can find development opportunities. It can make new brands well into the sports field. Domestic mainstream sports brands such as Anta and Xtep will generally not push this business, because there is specialization in the medical industry, unless their dealers specifically go for the group buying market. This is unlikely.
Online competition tends to focus on the level of price war inevitably, and if you take the road of customization, you can make the price factor become a less-sensible element in consumer purchasing decisions, such as Nike's personalized custom shoes. More than 2 times more expensive than regular shoes, but consumers are willing to buy, why? Consumers professional and rational psychology, our brand business really understand? In addition to the international big-name, the future of specializing in customized brands will have a certain The development of space, because of its low cost of concentration, is easily accepted by the market, which is also a major breakthrough in the field of specialization, which is conducive to creating a more professional brand. Cui Wei analysis.
Trend 4: Multi-brand operation is still the main theme, acquisition is an important way
At the end of 2015, Anta acquired the British outdoor brand Sprandi, and made full use of the outdoor market. Ma Gang believes that multi-brand operation depends on the development of the stage, the premise is that the main brand already has a strong competitiveness, such as the main brand has already ranked in the top few in the industry, multi-brand operation is possible. If the main brands are not doing well and introducing new brands, development will be difficult.
In the multi-brand strategy, whether it is the self-cultivation of the brand or the acquisition method, Ma Gang believes that it is difficult to cultivate new brands, and there are not many successful cases. Acquisitions can enter the market faster, with at least one endorsement, original professional R&D and professional marketing management team, and consumers' recognition of the brand will be higher. It is understood that this year's major domestic sports brands have the acquisition of new licenses.
In the future, great brands in the field of sporting goods must have at least one strong category that people can remember. Based on this foundation, we can penetrate into other fields again. It is difficult to create a comprehensive brand. The best way to extend this category is to use capital to use acquisitions to continuously acquire the top brands in this category to capture new markets. Cui Hao believes that Shen Dongao has successfully promoted the development of ice and snow projects. As a niche market, ice-snow outdoor and other narrowly populated brands, the next few years are destined to be acquired by a number of comprehensive brands trying to force the ice and snow market.
Trend 5: Internet + Trends, Brands Will Acquire or Share Smart Device Vendors
For sporting goods merchants, the trend of Internet+ is getting more and more attention. Smart wearable devices are a very important product under this trend. Magang believes that this year, smart wearable devices, brand owners will be pushed more crazy, there are acquisitions, he predicted that Li Ning, Anta and other brands are likely to acquire or share some smart device manufacturers, it is said that Anta has prepared this area work.
In addition, in the field of smart wear, in addition to smart shoes, Li Ning has also launched smart football, smart racquet, etc. The future development of sports shoes brand in the smart field is likely to further extend the peripheral products.
Trend 6: Accelerate the development of omni-channel integration, and enhance the brand experience under the brand
Online sales include sales from the PC and mobile phones. Now that e-commerce has become a traditional industry, every company cannot live without it. In the future, physical stores, e-commerce, and micro-businesses are all important links in the brand's omni-channel. Brand owners will accelerate the development of omni-channel integration, enabling consumers to see the brand's products in any channel and link them to brands. service. Magang said to the reporter of China Sports Articles.
Ma Gang said that the overall number of sports shoes and apparel brands will be reduced this year. After all, the entire market is relatively saturated. The function of the shop will be different. In the past, the shop was a sales carrier. Now its important role is to increase the interactive experience of consumption, and it will become more interesting, not just complete sales tasks. For example, businesses will add scenes of leisure venues, perhaps a cafe, listening to music, reading books, chatting, and so on. They will have the experience and social functions to become a comprehensive service platform.
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