China's sports goods market will welcome the spring ocean brand and local brand competition has been staged

Goldman Sachs, the US investment bank, also pointed out that China’s domestic sportswear sales will reach 254 billion yuan ($36.7 billion) in 2020, a sharp increase of 53.8% from 2015’s 165 billion yuan ($23.8 billion).

Earlier this year, The Economist published a research report, "China's Opening Ceremony - The Rise of China's Sports Fitness Industry." The report pointed out that in 2016, the domestic sports fitness market was close to 1.5 trillion yuan ($216.8 billion), of which sports products and equipment accounted for nearly 70% of the total. It is expected that sportswear sales will jump 50% between 2015 and 2020. %the above.

US investment bank Goldman Sachs also pointed out that China's domestic sportswear sales will reach 254 billion yuan ($36.7 billion) in 2020, a sharp increase of 53.8% from 2015's 165 billion yuan ($23.8 billion).

These data convey a very intuitive message that China's sports market will usher in a long-lost spring, and a market battle between foreign brands and local brands is inevitable.

At the beginning of the year, international brands continued to move, but they all focused on brand promotion and celebrity endorsements, and our local brands seemed to be more complicated and difficult.

Foreign brands: follow the fashion bet spokesperson

Adidas is the first brand to change its business policy. It incorporates bold fashion elements into its product design and has signed a number of entertainment celebrity endorsements. Through several years of hard work, Adi has been very thorough in fashion and has also left a clear eye in the public. The brand image, the performance is even more embarrassing, overall, Adi's fashion trip will not lose.

At this year, Adi, who tasted the sweetness, still puts the key point on the celebrity endorsement. Not long ago, Zhang Yimi and Hui Ruoqi both earned their incomes. The black and white giant posters are not only fashionable, but also the performance of the sports tension.

Its brand, Reebok, also began to sprint in China, and signed Wang Deshun, Yuan Wei and Wu Lei as spokesmen for Greater China. "The most handsome grandfather" Wang Deshun, the spirit of dissatisfaction with the old spirit has injected a lot of inspirational feelings into the brand. Yuan Hao, who is popular with the vest line, is the female goddess of many women's hearts, three spokespersons, three age groups, but passed to the public. They are full of positive energy.

Reebok has locked overseas spokespersons into the global supermodel Gigi Hadid, and Gigi is also known for his love of fitness. On her personal ins, she often sees her sharing photos during her fitness. .

In the choice of fashion and spokesperson, Adi has become the benchmark for other brands to learn. From the spokesperson, find the characteristics that match the brand, and convey the concept of the brand to the consumers accurately through the spokesperson. This is a qualified spokesperson. Play a role.

Adi’s old rival Nike also began to test the water star endorsement this year, inviting Wang Junkai to visit Nike’s headquarters and filming a promotional film for Li Yuchun. Although there is no official declaration of endorsement, the intention of cooperation is already very obvious. Through these two contacts, Nike has made a lot of eyeballs in Greater China, but it is not so lucky in overseas markets. In November 2016, Nike and Jiji Hadid’s sister Bella Hadid reached a cooperation, but Fans don't buy it. It is widely believed that Bella's slim body is not in line with the Nike sports brand. Therefore, it is a technical job to find a spokesperson. Nike still has homework in this area.

Relying on Rihanna’s returning Hummer, she was not idle. She signed the first card of the Red Card Dyce family’s young girl, Kelly Jenner. Jin Xiaomei sat on the ins with more than 90 million fans, after the Rio Olympics exploded. On Zhang Weike's Weibo, the fans are only 8 million. Can Jin Xiaomei become the Hummer's Muse as Rihanna, we will wait and see.

In the case that the products have been mature enough and obviously have their own characteristics, foreign brands have begun to make a fuss about the spokespersons. From famous athletes to entertainment stars, it is not enough. Net red has become a competing bargaining chip.

Domestic brands: keep up with market changes and deepen market segments

After the carnival feast of the sporting goods company in 2008, the development of domestic brands was in a state of depression. It was only in the past two years that it was slowed down. Although the decent financial report was surrendered, the challenge still exists.

Not long ago, Anta announced its 2016 financial report, revenue reached 13.35 billion yuan, profit attributable to shareholders increased by 16.9% to 2.39 billion yuan, cash flow remained adequate, and cash inflows increased by 33.9% to 1.9 billion yuan.

But Anta CEO Ding Shizhong said, "The market is changing too fast. If a model remains unchanged for three years, it will not be far from decay."

This year is a year in which opportunities and challenges coexist. How to plan for this year's development plan is particularly important.

After Anta raised its goal of 100 billion yuan in 2015, the strategy of “single focus, multi-brand, omni-channel” came into being, and began to reposition the brand image and acquire high-end brands to improve the brand matrix. Try to break the image of the Chinese product brand "Russian Rustic" in the eyes of the Chinese people.

Big brother Li Ning also achieved good results last year. The annual performance income rose 13% to 8.015 billion yuan, and the gross profit margin increased by 1.2 percentage points. Many people attributed their success to Li Ning personally, and even personally hero Li Ning's return. The color of the doctrine, but he himself said, "There is not so many stories, the most important thing is to do a good product experience and make the brand a good one."

Pay attention to the user experience. When you purchase Li Ning's products, you can also get a lot of “extra” services: Li Ning brand experience store provides comprehensive physical training, running course training, scientific human motion test, special running and other services. Interactive platforms, etc., and these experiences are completely untenable for consumers at other brands.

Relaxing the horizon and paying attention to e-commerce sales. Li Ning's 2016 annual report shows that Li Ning's e-commerce business has maintained a good growth momentum. The annual revenue has increased by about 90% year-on-year. Li Ning himself also said in public that “the digitalization reflects the creation. Li Ning's experience value is the pursuit of Li Ning's team. Through close interaction with users, capturing potential consumption data, this is what Li Ning is most valued."

Immediately after Anta, 361° also released its 2016 annual report, with annual revenues of 5.022 billion yuan, a year-on-year increase of 12.6%. Among them, the proportion of sales of footwear products to total turnover increased to 43.9%, and clothing sales accounted for 39.1% of total turnover.

Throughout 2106, 361° made a big fuss in product development and overseas market expansion, with R&D expenditure accounting for 3.7% of the company's turnover. Introducing advanced materials in fashion design, molding and fabric selection, and independently developed SAC-air, NFO, Quik foam and other technologies to enhance the functionality of footwear products. As of the end of December last year, 361° has obtained 210 patents.

The overseas market expansion has not stopped. As of the end of last year, 361° has established 1017, 264, 67 and 20 sales points in Brazil, the United States, Europe and Taiwan, including Europe, Britain, France, Austria and Europe. Switzerland. The data shows that 361° international turnover increased by 80.6% year-on-year. The relevant person in charge of the company analyzed that in the next three to five years, international business will increasingly become an important source of contribution to business turnover.

Under the suppression of foreign brands, it is not easy for domestic brands to achieve such results, and it has also brought a lot of confidence to other local brands that are in the middle of the lost period. Although the top two in the current market share in China are still Nike and Adidas, but in the context of opportunities and challenges, the future of domestic brands is full of possibilities.

Editor in charge: Yang Bo