Forecast of sports shoes Market in 2017
From the trend of domestic sports shoes brand sales representative, after 2011-2013 years of painful recession after the beginning of 2014, the domestic sports shoes market is recovering, 2016 domestic sports shoes market began to enter a new period of growth. Six domestic sports shoes brand representative (Anta, Lining, XTEP, PEAK, 361, Chinese trends) the sports shoes business income of about 16 billion 914 million yuan, 15 billion 231 million yuan in 2015, an increase of 11.05%.
The change trend of the domestic sports shoes brand sports shoes business revenue 1:2011-2016 chart (100 million yuan):
Note: data from Anta, Lining, XTEP, PEAK, 361, China trends of 6 listed companies that accumulated.
Then in 2017, the sports shoe market will be how to develop? The author thinks that the general down, mainly in the following points:
1, the overall trend that the industry will continue to pick up
The sports shoe market has spent 2011-2013 years of stagnation and recession, 2014-2015 is restored at present stage, sports shoes and apparel will enter into a new period of growth.
Driven by favorable policies and other factors, the industry will continue to pick up in the next few years. For sports shoes brands, we should seize the opportunity of national fitness as a national strategy, speed up the pace of development, and improve their overall strength.
2, the trend of competition: industry competition will be intensified, two or three line brand will face greater pressure:
For sports shoes market, the result of future industry competition must follow Matthew effect, that is, "&ldquo"; the stronger the stronger, the weaker the weaker &rdquo. With the changing market demand and the escalating consumer market, consumers will be more emphasis on technology, functional products. Those international brands (such as Nike, Adidas, etc.) and domestic brands (such as Anta, Lining, etc.) will rely on their own advantages, access to a large number of basic consumer groups. And for those two or three line brands, will be faced with international brands and domestic brands of double pressure, its survival pressure will be more and more big.
3, channel change: the development of the whole channel will become the trend of
With the rapid development of online retail, the traditional distribution mode is changing, and the whole channel retail is becoming a new trend. This trend also has a profound impact on the sports shoes market.
At present, the overall number of sports shoes brand shop began to decrease, but the store function change from the previous sales carrier interesting scene to enhance consumer interactive experience, through setting, with experience, social role, has become a comprehensive service platform. At the same time, the domestic sports shoes brands have force electricity supplier channels, online channel sales share gradually improved, becoming an important supplement to offline channels. To Li Ning Co, for example, in 2016, its electricity supplier channels to achieve revenue of 1 billion 150 million yuan, accounting for 14.3% of total revenue, compared with 610 million yuan in 2015, an increase of 88%.
It is expected that the future brand will accelerate the development of the whole channel integration, so that consumers can see the brand products in any channel, and contact the brand service.
Figure 2: the change trend of Li Ning Co electricity supplier channels operating income figure (unit: million yuan,
4, growth prospects: running shoes
In recent years, the marathon has shown rapid development, and the number of Marathon events has increased from 13 in 2010 to 328 in 2016, with an average annual growth rate of 71%. In 2016, the number of participants in China's marathon race reached 2 million 800 thousand, representing an increase of 87% over 2015, an increase of 6 times compared with 2010. China vice chairman of athletics and Secretary General Du Zhaocai has said that in 2020 the national marathon road race events and all kinds of targets for more than 800, the number of participants will be more than 10 million passengers, the marathon will continue unpopular.
China's marathon race fiery, but still can not meet the needs of running friends, such as Chongqing, Hangzhou, Xiamen and other places have entered the marathon “ Yaohao ” era, its fiery evident. Despite the increasing enthusiasm, there are fewer races per year in total and half horse races than in developed countries. Overall, the domestic competition from the quantity point of view, is still in short supply. As a result, as the marathon continues to heat up and residents are keen on running, the future of the running shoes market will maintain a sustained and rapid growth trend.