The Expansion Of The Five Major Sports Brands In China Is Becoming More Conservative.

domestic

After rapid growth in 2015, the industry experienced a slight slowdown in early 2016.

The report predicts that with the release of sports consumption potential to a greater extent, the annual growth rate of China's sports industry will exceed 20% in the next ten years, far exceeding the GDP growth rate.

It is understood that the report is based on Jingdong big data, from the overall development of sports consumption, sports consumption crowd portrait, sports brand market concentration and major sports event marketing dimensions.

The report predicts that with the release of sports consumption potential to a greater extent, the annual growth rate of China's sports industry will exceed 20% in the next ten years, far exceeding the GDP growth rate.

It is understood that the report is based on Jingdong big data, from the overall development of sports consumption, sports consumption crowd portrait, sports brand market concentration and major sports event marketing dimensions.

The domestic sporting goods industry experienced a rapid growth stage in 2015, but the overall growth rate began a slight slowdown in early 2016.

According to the order meeting data, Anta sports, 31st degree, XTEP international, PEAK sports and Lining, the main sporting goods companies in China, orders growth rate in the third quarter of 2016 and the fourth quarter is slightly lower than the first few quarters.

Same store sales growth is also the same situation, five companies in the 4 quarter of 2015 and the 1 quarter of 2016, the same store sales growth is lower than the first few quarters.

Hong Xueyu, a researcher at Guotai Junan Securities, said that at present, the main reasons for the slowdown in the sporting goods industry are: 1) the slowdown in China's macro-economic growth and the weakening of consumers' consumption intention; 2) after experiencing the recession in previous years, the domestic sporting goods companies returned to rational development, and the business expansion strategy was relatively conservative; 3) some sporting goods companies changed the order meeting mechanism, reduced reliance on large initial orders, and supplemented some products with better sales by adopting the form of positive complements; 4) the base number continued to increase, and in turn led to a slowdown in growth.

In Hong Xueyu's view, although the growth rate of the industry has slowed down, the market demand is still relatively strong, the trend of the industry has not changed, and the fundamentals of several major sporting goods companies are still relatively healthy. After three years of continuous losses, Lining also realized profits in 2015, and the market is expected to maintain profitability in the next few years.

At the same time, the strong support of national policies, the further implementation of the national fitness program and the 2016 Olympic Games will play a catalytic role. Hong Xueyu expects that the sports industry in the second half of this year can still maintain a relatively fast and steady growth.

Sun Xun, a fashion consultancy, excellent fellow international brand consulting (Beijing) Co., Ltd., also said that in terms of sports industry, the degree of professionalism of products will also be higher. Especially the new generation of middle class is willing to pay for targeted product solutions and believe in professional strength. Therefore, "all-purpose" omnipotent products may not arouse their interest.

Sun Xun believes that the new generation of middle class pays more attention to the upgrading of consumption and the upgrading of consumer service experience.

Consumption to

The change of consumption.

On the whole, focusing on mass sports outdoor consumption market and building the overall sports industry ecosystem, it will be concerned by the industry from the venue operation, smart wear to sports events sponsorship and sports integration experience construction.