China's sporting goods retail industry presents development trends Date:2014-11-18 10:32
Compared with European and American countries, China's sports retail industry still lags behind. In the United States, for example, Americans purchase about 500-800 US dollars of sports products each year, while in China this figure is only 20-30 US dollars. In addition, the frequency of buying sports products in China is also much lower than that of European and American countries. With the implementation of the National Fitness Program by the National Sports Administration, 40% of the nationals will actively participate in various sports activities by 2020, and sports consumer demand will increase substantially. The development potential of the sports retail market is huge. China's sporting goods retail industry presents the following trends:
Trend 1: The transformation of the sports brand operation model, the highest efficiency of the collection stores, and the highest stickiness of club customers.
The difference in sports brand operation mode also brings about a different floor effect. Sports brand store single store ping effect is about 3,000 yuan / month, the collection store has a strong resource collection capacity, the increase in guests' residence time and the rapid update and circulation of goods, promote sales growth, the operation of the integrated store is better than a single store The mode, its effectiveness can reach more than double the single store efficency, about 6,000-8,000/month. Unlike sports outlets and individual store outlets, sports supermarkets have a large area. If Decathlon is more than 3,000 square meters and above, Decathlon single stores have an 800-1,000 yuan/month.
The study found that in the different modes of sports, the club's customer stickiness is the highest. In particular, outdoor sports related clubs have a strong appeal for members, and members have high brand loyalty. Yonex entered Beijing Red Club and Head authorized the Qinhuangdao Forest Tennis Club to sell its products; More and more mountaineering clubs and camping clubs are well integrated with professional sports brands.
Clubs promote product sales through membership activities. Most of them are online shops, some of which are opened in community businesses, and sometimes even in remote locations. However, loyal customer base and stable operating income sustain the long-term operation of the club.
Trend 2: Apparel footwear sports brands began to withdraw from shopping malls, and more independent experience stores and concept stores emerged.
About 40% of street clothing stores such as Nike, Adidas, Mizuno and other clothing and footwear are increasing year by year. Due to the higher rents of shopping centres, most of the apparel and sports footwear brands have a greater demand for store space, and the relative cost of opening stores is relatively high. From shopping centers to street shops, it is a kind of festival fashion.
Sports brands have successively opened up new models such as experience stores and concept stores at crossroads or high-traffic commercial streets. The large floor-to-ceiling glass can play a better display role, and large-scale independent stores are also sports brand products. Facilities and facilities provide space to effectively enhance customer experience.
Nike has deployed three concept stores on Huaihai Road in Shanghai, with a maximum area of ​​3,700 square meters. The store showcases more than 1,000 seasonal products. Nearly every Nike experience shop has treadmills, which combine its professional APP to capture runners' running posture and select the most suitable sports shoes for customers. Mizuno launches a running concept store throughout the country to maximize the sporting experience. Precision Fit's accurate foot measurement system is provided in the shop, which can integrate information on consumers' height, weight, and walking habits. It is most suitable for scientific data analysis. The product.
Trend 3: The outdoor brand has the fastest expansion rate, while entering shopping malls and department stores to increase brand awareness.
China's outdoor sports brands have grown at a rate of more than 40% per year and have become one of the fastest growing sub-sectors. Since 2000, The North Face and Nordland have entered China one after another. More than 70% of the stores have opened in shopping malls and department stores. Outdoor brand competition is becoming more and more intense, and the seizure of high-end market has become a breakthrough. Entering shopping malls and department stores can create high-end brand image and positioning.
At the same time, ultra-high-end brands such as Arcteryx and Mammut, which have entered the Chinese market, are mostly considering shopping malls and department stores in their locations. This is due to the large flow of shopping centers and department stores, which helps to increase brand awareness, and in the short term. The brand has been well-known to consumers. At the same time, its higher unit price makes it more inclined to choose shopping centers and department stores that can demonstrate high-end positioning and image when selecting a site.
Domestic outdoor brands have accelerated their expansion, but the influence and competitiveness of foreign outdoor sports brands are still better than domestic brands. Among the top ten brands in the market share, foreign brands occupy six seats, and the market share is more than double that of domestic brands.
Trend 4: Increasing fashion, sports brands also have fashionable children
The boundaries of sports and fashion are beginning to blur. The general mass consumer does not pursue the professionalism of the product too much. On the contrary, the sensitivity to fashion is constantly increasing. Faced with this feature, various brands have broadened their product lines in an attempt to attract fashion enthusiasts. Fast fashion brands have successively launched sports series. HM has launched the HM Sport series. Its products not only focus on sports performance but also take fashion into consideration. Uniqlo also uses athletes as models to better display its sports product line.
At the same time, sports brands have begun to integrate more fashion elements. Nike's designers began to explore alternative fabrics, patterns, and colors used in athletic shoes to give them a strong visual and stylish feel. As a fashion trend in the sports brand, New Balance pays great attention to the fashion of the products. Each series of products has a rich choice of colors, and the product is updated very quickly. Keep up with fashion beats, it has 1,115 stores in China in a short period of time. . Trend 5: Sports brands are increasingly high-tech
Cross-border behavior in sports brands is becoming more and more frequent. Among them, sportswear brands have begun to engage in sports auxiliary equipment, integrating more technologies and technologies, and creating new high-tech products. The opening of the Nike Action Store marks Nike’s launch of the outdoor sports market. In addition, since the launch of the Nike+Running Sports Watch in 2006, several applications of APP have been launched. Nike’s wearable devices have occupied a considerable market share. Adidas's MICOach watch has captured both popularity and good sales. Both products use high-tech sports chips to record people’s daily life and sports data.
Trend 6: Sports brands aggressively seize the children's wear market
The birth rate of our country continues to grow, and it will only begin to slowly decline by 2030. New born newborns and growing children are a sign of China’s huge consumer market for children. At present, children's wear production accounts for only about 10% of the country's total clothing production. The children's clothing market has great potential for future development. Infant and young children's wear and children's sportswear will become an important growth point in the children's wear market in the future, attracting many sports brands to expand the children's wear market.
Compared with European and American countries, China's sports retail industry still lags behind. In the United States, for example, Americans purchase about 500-800 US dollars of sports products each year, while in China this figure is only 20-30 US dollars. In addition, the frequency of buying sports products in China is also much lower than that of European and American countries. With the implementation of the National Fitness Program by the National Sports Administration, 40% of the nationals will actively participate in various sports activities by 2020, and sports consumer demand will increase substantially. The development potential of the sports retail market is huge. China's sporting goods retail industry presents the following trends:
Trend 1: The transformation of the sports brand operation model, the highest efficiency of the collection stores, and the highest stickiness of club customers.
The difference in sports brand operation mode also brings about a different floor effect. Sports brand store single store ping effect is about 3,000 yuan / month, the collection store has a strong resource collection capacity, the increase in guests' residence time and the rapid update and circulation of goods, promote sales growth, the operation of the integrated store is better than a single store The mode, its effectiveness can reach more than double the single store efficency, about 6,000-8,000/month. Unlike sports outlets and individual store outlets, sports supermarkets have a large area. If Decathlon is more than 3,000 square meters and above, Decathlon single stores have an 800-1,000 yuan/month.
The study found that in the different modes of sports, the club's customer stickiness is the highest. In particular, outdoor sports related clubs have a strong appeal for members, and members have high brand loyalty. Yonex entered Beijing Red Club and Head authorized the Qinhuangdao Forest Tennis Club to sell its products; More and more mountaineering clubs and camping clubs are well integrated with professional sports brands.
Clubs promote product sales through membership activities. Most of them are online shops, some of which are opened in community businesses, and sometimes even in remote locations. However, loyal customer base and stable operating income sustain the long-term operation of the club.
Trend 2: Apparel footwear sports brands began to withdraw from shopping malls, and more independent experience stores and concept stores emerged.
About 40% of street clothing stores such as Nike, Adidas, Mizuno and other clothing and footwear are increasing year by year. Due to the higher rents of shopping centres, most of the apparel and sports footwear brands have a greater demand for store space, and the relative cost of opening stores is relatively high. From shopping centers to street shops, it is a kind of festival fashion.
Sports brands have successively opened up new models such as experience stores and concept stores at crossroads or high-traffic commercial streets. The large floor-to-ceiling glass can play a better display role, and large-scale independent stores are also sports brand products. Facilities and facilities provide space to effectively enhance customer experience.
Nike has deployed three concept stores on Huaihai Road in Shanghai, with a maximum area of ​​3,700 square meters. The store showcases more than 1,000 seasonal products. Nearly every Nike experience shop has treadmills, which combine its professional APP to capture runners' running posture and select the most suitable sports shoes for customers. Mizuno launches a running concept store throughout the country to maximize the sporting experience. Precision Fit's accurate foot measurement system is provided in the shop, which can integrate information on consumers' height, weight, and walking habits. It is most suitable for scientific data analysis. The product.
Trend 3: The outdoor brand has the fastest expansion rate, while entering shopping malls and department stores to increase brand awareness.
China's outdoor sports brands have grown at a rate of more than 40% per year and have become one of the fastest growing sub-sectors. Since 2000, The North Face and Nordland have entered China one after another. More than 70% of the stores have opened in shopping malls and department stores. Outdoor brand competition is becoming more and more intense, and the seizure of high-end market has become a breakthrough. Entering shopping malls and department stores can create high-end brand image and positioning.
At the same time, ultra-high-end brands such as Arcteryx and Mammut, which have entered the Chinese market, are mostly considering shopping malls and department stores in their locations. This is due to the large flow of shopping centers and department stores, which helps to increase brand awareness, and in the short term. The brand has been well-known to consumers. At the same time, its higher unit price makes it more inclined to choose shopping centers and department stores that can demonstrate high-end positioning and image when selecting a site.
Domestic outdoor brands have accelerated their expansion, but the influence and competitiveness of foreign outdoor sports brands are still better than domestic brands. Among the top ten brands in the market share, foreign brands occupy six seats, and the market share is more than double that of domestic brands.
Trend 4: Increasing fashion, sports brands also have fashionable children
The boundaries of sports and fashion are beginning to blur. The general mass consumer does not pursue the professionalism of the product too much. On the contrary, the sensitivity to fashion is constantly increasing. Faced with this feature, various brands have broadened their product lines in an attempt to attract fashion enthusiasts. Fast fashion brands have successively launched sports series. HM has launched the HM Sport series. Its products not only focus on sports performance but also take fashion into consideration. Uniqlo also uses athletes as models to better display its sports product line.
At the same time, sports brands have begun to integrate more fashion elements. Nike's designers began to explore alternative fabrics, patterns, and colors used in athletic shoes to give them a strong visual and stylish feel. As a fashion trend in the sports brand, New Balance pays great attention to the fashion of the products. Each series of products has a rich choice of colors, and the product is updated very quickly. Keep up with fashion beats, it has 1,115 stores in China in a short period of time. . Trend 5: Sports brands are increasingly high-tech
Cross-border behavior in sports brands is becoming more and more frequent. Among them, sportswear brands have begun to engage in sports auxiliary equipment, integrating more technologies and technologies, and creating new high-tech products. The opening of the Nike Action Store marks Nike’s launch of the outdoor sports market. In addition, since the launch of the Nike+Running Sports Watch in 2006, several applications of APP have been launched. Nike’s wearable devices have occupied a considerable market share. Adidas's MICOach watch has captured both popularity and good sales. Both products use high-tech sports chips to record people’s daily life and sports data.
Trend 6: Sports brands aggressively seize the children's wear market
The birth rate of our country continues to grow, and it will only begin to slowly decline by 2030. New born newborns and growing children are a sign of China’s huge consumer market for children. At present, children's wear production accounts for only about 10% of the country's total clothing production. The children's clothing market has great potential for future development. Infant and young children's wear and children's sportswear will become an important growth point in the children's wear market in the future, attracting many sports brands to expand the children's wear market.
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