This is a report on data interviews and interviews with 93 stores and department stores in China. The interviewees were all concerned with the sales department and the purchasing department. This report was completed by the Sports of Sports of the Company for one month and a profound analysis was made on the “consumption trends of women's sporting goodsâ€.
China’s huge sports goods market and consumer base, in addition to the sports-related fields, the women’s daily leisure sports goods market and women’s professional sports market have great potential for further mining. International sporting goods giants have begun to focus on developing this field, and it is time for Chinese domestic companies to seriously consider the potential of the women's sports market.
In this article, you should find answers to the following questions:
Department Store faced with the impact of electricity supplier, when the warmer?
How has the department store structure changed?
Department Store Sporting Goods What are the consumption patterns?
What are the changes in sports consumers?
Does the female sports consumer market usher in an upsurge?
What kind of platform boosts the female sports consumer market needs?
......
I. Consumption tends to be rational, and consumer spending in the store increases, and department stores usher in new opportunities.
With regard to the impact of the electricity supplier, Mr. Li, the head of China Merchants's China Merchants Department, said: “The department store was heavily affected by the electricity supplier before, but the physical advantage of the department store has recently emerged, and the overall consumption trend has returned to the physical store. Business market chaos, product quality and price uneven, consumers buy things with the actual or the idea does not match, return a lot of things.Now people are not so crazy about online shopping as before, more rational consumption, pay attention to quality, even a little expensive Can accept."
Second, to seek innovative business models, store diversion attention to the combination of online and offline and expand the experience of the type of business
The department store that uses the city’s permanent residents as the main consumer group is different from the large shopping malls as the existence of city sightseeing spots. In recent years, large-scale shopping malls have hit traditional department stores with the advantages of flexible and changeable orientation of their young consumer groups. In addition to the traditional affiliation model, that is, the most common form of shopping mall counters; and often referred to as “shop-in-shop†and property management methods, department stores can learn from the characteristics of shopping centers, introduce brands exclusively, open sports brand collection stores, and exercise design experiences. Stores and other specialty cooperative management methods attract department stores to attract popularity.
Rainbow Department Store has changed the structure of department stores, and the proportion of experience consumption (catering, cinema, mother-child experience) has risen from 20% to 40%, and the audience sense experience has been emphasized.
Third, department stores sports goods consumer business
1, international sports brands account for the bulk
Sports brands can be roughly divided into professional sports, fashion sports, and outdoor sports. Subdivisions can be divided into running, basketball, mountaineering, and street leisure. Overall, Nike, Adi, and other international brands still occupy a lot of market share. Many domestic sports brands such as Li Ning, Anta, Peak, Jordan, etc. competed for the rest of the market, and emerging new brands such as Xtep and Hongxing Erke achieved certain successes with the theme of fashion, but due to the late start, Market share is normal.
2, daily leisure sports goods category ratio is important, such as sports shoes, basketball clothes, etc.
From 2013 to 2015, both the user index and the consumption index of sports shoes and bags have increased nearly 4 times. According to this trend, sports shoes and bags companies will have a better performance, and some domestic sports shoes brand, which has sustained losses and high inventory pressure, is expected to improve.
“We are responsible for sports. We can't compare fashion and sports. But sports fashion will be the future trend. The best selling for running, there is also mountaineering, and skiing is relatively small. At present, it is still a male. The main product sales."
3. The overall sports market is picking up, men are the main consumers, and the female market is on the rise
Mr. Bai, general manager of Inner Mongolia Tianyuan Olympic Sports City: “The base and population of men’s sports consumption are still better than women, and men’s consumption is still the majority, maintaining a steady growth trend. The female market has grown. Although the current for women is still Fashion is predominant, but women's beauty and beautiful and fashionable sportswear have become new choices for women, and there is room for growth in the future. In particular, nowadays sports have become fashionable, and casual sportswear can be accepted."
Mr. Tang, Purchasing Manager of Baotou Maoye Department Store Branch: “The general Li Ning, Hongxing Erke, Adidas, Nike, and Puma brands in the mall all have, but the consumer is not hot recently and feels tired. Basic sports and outdoor increases are common. + Leisure becomes fashionable and has new momentum."
18-30% of women's wear and 5-10% of cosmetics are still an important part of department stores, and women are still the main force in the consumer market. The “Report on Retail Property Industry†shows that “As the economic level improves and the concept of the national fitness concept is promoted, sports and fitness will gradually become a fashion and a healthy lifestyle. The proportion of commercial sports fitness areas will increase.â€
Mr. Wang from Luoyang branch of Zhengzhou New Mart Shopping Plaza said: “The current sports ratio is about 15%, which is an increase, and the growth trend of women's sports is on the rise.â€
Fourth, to open women's department stores, women's sports special time to it?
Luxury brands are busy closing stores, once the most profitable fast fashion brand, net profit last year also fell. At present, men's sports goods are oversupply, and the types and styles of women's products only account for 30%-35% of the total sports brand products. The needs of women consumers are largely ignored. The women's sports product segment has shown tremendous growth, and annual sales revenue has maintained double-digit growth in recent years. Even Chanel, H&M, ZARA and other luxury and fashion brands have introduced sports products. Women's sports + leisure have become fashionable and trendy. Whether women's department stores or women's sports special events should be put on the agenda.
Chen Haiquan, executive director of the Modern Circulation Research Center at Jinan University, believes that the emergence of women's stores reflects changes in consumer behavior. The demand for sporting goods was mostly men, and the needs of male consumers were basically met. Over the past few years, the trend of women's love of sports has become increasingly evident. The women's sports goods stores that emerge today are the manifestations of the sports brands actively responding to challenges, and can also see the gradual breakdown of the entire consumer market.
Different Supermarkets also have their own views on women's department stores and sports special events. However, generally speaking, most of them think that women's sports and fashion markets have not yet been fully tapped. The market has great potential, and most of them are ready to go.
Miss Bi, business investment manager of the Daishang Group Zibo Commercial Building, believes that this kind of thinking can have but behave: "Nike and Adi set up women's stores because of their own product development capabilities for the female market and the richness of women's products to support a monopoly market. The brand also has the ability to endure the high cost of the store, but the problem is that the domestic market is not so thin yet, and there are very few manufacturers that produce women's products. Department stores are an inevitable trend of market segmentation in the future, but they are still difficult and there are constraints.â€
The investment adviser researcher Zhu Qingyi analyzed and concluded that many companies still adopt a wait-and-see attitude and will not easily take action. “The demand of consumer groups in different periods is not the same. In the past two years, the demand for women’s sports has really emerged. Unlike foreign women’s big names competing to enter the women’s sports market, local sports brands are more likely to wait and see if they are opening women’s stores. Only after the taster has a relatively good performance will it lead to the follow-up of other sports brands."
Mr. Cai, Business Director of Nanjing Suning Global Shopping Center: “The women's movement is indeed a new trend. It is indeed a very new concept for a women’s exclusive market. This market needs everyone to explore and dig together, and it can also be considered to be a woman. Store."
Mr. Wang, Investment Manager of Golden Eagle International Business Group (China) Co., Ltd.: “The current sports brand is basically unchanged. If there is a new big brand or a creative concept is introduced, it will really add color to department stores.â€
Mr. Huang, Shenzhen Maoye Department Store: “Shenzhen Maoye Department Store Mr. Huang:†Currently, the Pearl River Delta region does not have an exclusive shopping mall that belongs to women's sports and fashion. The women's sports model store has always been our many domestic sports brands exploring and brewing. New shopping experience. We urgently need a professional platform to give sufficient market data, which will provide the basis for our next step to build offline sample shop. The positioning of The Asia Ladies2017 is fully consistent with the search for women's sports market by many of our brands. We have seen a rising trend in the women's sports market, but everyone has not rushed to start. You can go to the show to see the women's brands and share the potential market segments. â€
Li Hong, general manager of Tiannan South China Merchants Department: "We would also like to get some special features to add a bit of energy and anger to department stores and introduce women's brands to run a women's department store. Exhibitions targeting women's sports and fashion provide department stores with a collection of women's brands. The platform and department stores can use this platform to communicate with more women brands and explore the cooperation space between the two parties.â€
As of October 14, 2015, the Nike Women’s Product Line’s revenue for the year reached US$5.7 billion. Nike’s goal is to achieve 11 billion U.S. dollars in annual revenue for women’s product lines in fiscal year 2020, which will account for 1/5 of total annual revenue. Adidas, of course, is also aware of the huge business opportunities in the women's sports market. It has just established an "X-shaped" pop-up concept space at Victoria Park to provide young women with a free fitness training experience. Unlike foreign big names competing to enter the women's sports market, local brands have more wait-and-see attitudes for opening women's stores or women's department stores. The main reason is that: China's sports fever comes later than in foreign countries; Secondly, in the sports exhibitions currently held in China, almost all sports events are integrated. There is no professional exhibition for the women's sports market, the brand can not predict What is the business opportunity in the female sports market?
The Asia Ladies is a women's themed event exclusively created by Shenzhen City Sports Industry Development Co., Ltd. It is the only professional exhibition dedicated to women's sports and lifestyles. The exhibition will be held in 2017. February 24-26 was grandly opened at the Shenzhen Convention and Exhibition Center. Aside from the low-end thinking of the “Exhibition Fairâ€, “The Most Wonderful Female Fashion and Sports Design Originalityâ€, “The Most Cool Female Sports Trend Cultureâ€, “The most cutting-edge female lifestyle product interaction and experience†and “The most "Elegant female sports community and health management" four themes to create the highlights of this exhibition, brand merchants and shopping malls seamlessly. For more information, please continue to pay attention to our platform.
The above content is reprinted from Equipped Cool 2016 official designated partner Asian Women's Sports and Fashion Show
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