Sports Brand Giants Force The Chinese Market, Female Consumer Groups Become Mainstream Consumption

Recently, the famous sports brand in the United States

The fourth quarter and fiscal year 2018 were released.

Earnings showed that Nike's revenue in the fourth quarter of fiscal 2018 was $9 billion 789 million, an increase of 12.82% over the same period last year, and its profit was 1 billion 137 million US dollars, up 12.8% over the same period last year.

Among them, Greater China revenue exceeded $5 billion for the first time, reaching US $5 billion 134 million.

In addition to Nike, the major sports brand giants have paid great attention to the Chinese market, while paying more attention to the female market.

The Chinese market has become a competitive spot for sports giants.

Skech, the US sports brand, is also second only to the first Nike in the US market share.

In June this year, Cage China announced the first 10 years' report card in China.

In 2008 ~2017, the total retail sales of Cage and China increased by 73% over the past ten years, from 74 million yuan to 10 billion 430 million yuan.

Skech, chief executive of China's Chen Weili, told the media that the total retail sales in the Chinese market are expected to exceed 15 billion yuan this year.

Adidas also attaches great importance to China.

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By combing Adidas's calendar year reports, reporters found that sales in Greater China in 2016 increased by 28%~29%, more than that in North America, becoming the fastest growing Adidas in the world in ~2017.

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In March this year, Adidas announced the New Asia Pacific market plan, with Shanghai as the headquarters of the Asia Pacific market, hoping to win consumers in the fastest growing consumer market in the world with a new layout.

Guo Hesheng, Secretary General of the association of light industry management, told the China Daily News that China's sports market is at an unprecedented golden period of development.

With the improvement of national income, Chinese consumers begin to pursue a healthier lifestyle and become more and more interested in fitness and sports.

The Chinese government strongly supports it and takes it as an important driving force for economic growth.

The State Council issued a number of opinions on accelerating the development of sports industry to promote sports consumption, and determined that the total development target of sports industry in 2025 exceeded 5 trillion yuan, which means that in the next ten years, it will become the golden year of sports industry.

"In addition, as far as sports brands are concerned, sportswear is becoming fashionable, professional and customized, and has the advantage of occupying the market for brands with design capabilities and professional skills."

He said.

And ranked second in the US market value.

In recent years, Waterloo has been constantly encountering achievements.

According to a quarterly report released in 2018, the net loss expanded from $2 million 300 thousand in the same period last year to $30 million 200 thousand.

According to the insiders, Andrew lacks attention to the Chinese market compared with other sports brands.

As Andrew has entered the Chinese market late, it has missed the best development period. In the future, Andrea needs to accelerate the layout of offline stores and expand the business of e-commerce, so that it will be able to gain a foothold in China.

The female market has become a new growth point.

In addition to attaching importance to the Chinese market, in the context of "her economy", the major sports brands also take the female market as a new growth point.

In 2017, Nike launched the first sport underwear made of Flyknit braiding technology, which has passed over 600 hours of biological tests by researchers, and is called "new sports weapon for female customers".

In addition, Nike has opened pant studios and Nike Sneakers Boutique sports shoes boutique in 5000 stores.

Boutique sales increased by 30%~50%.

Adidas also launched 2018 new women's products.

Among them, the new 2018 UltraBOOST X running shoes specially designed for women adopt Primeknit seamless knitted fabric and embedded support bars to fit different foot types.

Besides, the running vest is made of Parley yarn with waterproof function.

A sales manager of Adidas told reporters that the new phase of training costumes should pay attention to fashion as well as the color and pattern design.

Gao Jiali, managing director of Adidas Asia Pacific, told the media that women's market will continue to grow rapidly in terms of consumer trends, and that women's products will be integrated into the retail strategy, providing diversified product portfolios and conducting more marketing activities.

Puma (PUMA) also attached importance to the female market. In the second quarter of 2018, its sales showed an increase of 15% to 1 billion 49 million euros compared with the previous year, and operating profit rose 33% to 58 million euros.

The industry believes that Puma has seized the rise of the female market, and female consumers have made great contributions to the sales of Puma brand.

In the latest annual report, Puma signed the star Rihanna as "the hero of the sales growth of female products category". Rihanna's personal product line contributed 7% growth rate to the company.

Vice president, China market and store development department

Ms. Skech has also said that she is creating scenes of consumption and consumption for women, so that young people can continue to explore and enhance their consumption experience.

In addition to the traditional product line, Skech also set up a sports function department that developed SKECHERS GO Run running shoes and SKECHERS GO Walk walking shoes, and developed new high-tech running shoes for women's market.

A central sports official told reporters that the complete market scale has yet to be established. The trend of women's market has been very obvious.

The competition will be intensified.

From the stimulation of physical potential to the pursuit of equality between men and women, the theme and selling point of brand will be more and more targeted.

He said: "for Chinese women's sports propaganda, it is best not to borrow the aesthetic standards of Europe and America, emphasizing the muscular line of body building.

To enter the Chinese women's market, it is necessary for the media to increase publicity and star effect, and move the sport to the concept of fashionable life.