The core idea
China's sneaker and apparel industry is expected to reach 385.8 billion yuan in 2021, according to data from iiMedia Research. With the arrival of Li Ning on the stage of international fashion week and the launch of "China Li Ning" national fashion series, "national hot tide" has been set off in the Chinese sports shoes and clothing industry, and domestic brands have begun to rise.
Among Chinese consumers of sports shoes and clothing, the proportion of middle and high income groups is relatively high, and their purchase demands are mainly for daily wear. The most important factor for consumers to consider when buying sports shoes is style; The most important consideration for consumers when buying sportswear is comfort.
Sneaker and clothing OEM links rise, especially the professional footwear and clothing OEM groups such as Huali Group and Shenzhou International are sought after by capital. But OEM also brings challenges to sports shoes clothing ***, such as Guirenbird, Hui Li and other established domestic brands have to seek transformation.
Excerpts from the report
The driving force of economic development of sports shoe clothing industry in China
Data show that from 2015 to 2020, the per capita disposable income and consumption expenditure of Chinese residents have basically kept rising year by year, and it is expected that by 2025, the proportion of China's sports industry in GDP will double compared with 2020. Thanks to the economic development, disposable income has been increased, which has improved the consumption desire and ability of Chinese consumers, which has also provided a great development potential for the future development of China's sports shoes and clothing industry.
The driving force of environmental development of Chinese sports shoes and clothing industry: sports and fitness
In recent years, benefiting from the improvement of consumers' health awareness, the growing number of sports lovers has driven the rapid development of China's sports shoe and clothing industry. Data show that in 2020, more than half of Chinese people will choose appropriate exercise as their way to maintain health. The popularity of the concept of national fitness campaign promotes the rise of marathon. The annual increase in the scale of the event and the number of participants will also increase the market demand for sports shoes and clothing products.
Driving Force of Technology Development in China's Sneaker and Wear Industry: E-commerce Channel (II)
China's online sports goods market is expected to reach 2005 billion yuan by the end of 2021 and will continue to grow, according to data from iiMedia Research. Influenced by the epidemic, China's sports shoes and clothing industry has opened up new sales methods since 2020, with the rapid development of online channels and the continuous growth of online market scale.
According to data from iiMedia Research, the global sportswear market will reach $188.2 billion in 2020 and is on the rise. It is expected that the global sportswear market will reach $207.79 billion in 2025. That's an increase of 10.41 percent from 2020.
Market Size and Forecast of Typical Sneaker Clothing Products in the United States 2015-2025
According to data from iiMedia Research, the US, as the world's largest economy, will have a typical sports shoe market size of US $42.19 billion in 2020 and is on the rise, which is expected to reach US $69.47 billion in 2025. In 2020, the market scale of typical sportswear products in the United States will reach $24.73 billion, and it is expected to reach $37.46 billion in 2025.
China Sportswear Market Retail Sales and Forecast (2013-2021
According to data from iiMedia Research, China's sportswear retail sales will reach 252.3 billion yuan in 2020 and show an upward trend. It is expected that China's sportswear retail sales will reach 269.6 billion yuan in 2021, up 6.9% from 2020.
Distribution of China's sports shoes import and export by country in 2019
Southeast Asian countries accounted for the majority of China's sneaker imports in 2019, with Vietnam, Indonesia and Cambodia together accounting for 71 percent of the total, data showed. IiMedia analysts believe that this is because the current global sports shoes OEM factories are mainly concentrated in labor-intensive, lower prices in Southeast Asian countries. From the export situation, the United States is the exporter of Chinese sports shoes, accounting for 38%, some developed countries also accounted for 4-8% range. This shows that the quality of our sports shoes has been affirmed by many developed countries, the export market is further expanding.
China sports shoes clothing industry chain upstream raw materials: EVA resin
EVA resin is mainly used in the middle soles of sports shoes, and the middle layer plays the role of bonding and buffering in the whole system of sports shoes. At present, most of the middle layer materials of sports shoes of various brands around the world contain EVA components. Data show that the overall production of China's EVA resin industry is growing, and the annual output of China's EVA resin is 750,000 tons in 2020. The demand for EVA resin in China is also increasing. Although affected by the epidemic, the market size of EVA resin will decrease slightly in 2020, it is expected that the market size of EVA resin will further expand with the growth of the scale of sports shoes and clothing industry.
Comparative survey of male and female consumers in sports shoes and clothing category in China in 2021
According to iiMedia Research, the proportion of female consumers in China's sneaker and apparel market is slightly higher than that of male consumers, accounting for about 50.6%. In addition, in each sports shoes clothing consumption scene, domestic brands are consumers. According to iiMedia analysts, female consumers spend slightly more than male consumers because they often play the role of buying clothes for family members.
2021 China Sneaker Clothing Usage Scenes and Purchases Frequency Survey
According to iiMedia Research, 50 percent of consumers say they wear sneakers in most everyday situations, and more than 40 percent of consumers are accustomed to buying sneakers at the end of the season. According to iiMedia analysts, the lifestyle penetration of sneaker clothing is due to its increasingly enlarged casual label in marketing. Secondly, the surge of home offices affected by the epidemic has further increased the demand for more comfortable clothing such as sneaker clothing.
2021 China Sneaker Consumers Lottery Participation Survey
According to iiMedia Research, about 54 percent of sneaker and apparel consumers have participated in a sneaker lottery, with 56 percent participating in a lottery for a style they like, and 50.3 percent attracted by a lottery for limited products. According to iiMedia analysts, in addition to designing for the preferences of the customer group, the limited quantity of the product has gradually become an effective strategy in the marketing of athletic shoes, in order to encourage consumers to snap up the products and increase the popularity of the brand.
2021 China Sneaker Clothing Information and Purchase Channel Survey
Data from iiMedia Research shows that the main channels for consumers to get information about sports shoes and clothing are online. 47.7% of consumers choose to get information from the brand's official website, and 39.4% of consumers say they will get information from social platforms. In terms of purchasing channels, offline physical stores and integrated e-commerce platforms are the two most popular purchasing methods. IMedia Consulting analysts believe that with the popularization of online shopping on the Internet, online sports shoes and clothing gradually replaced as the mainstream channel, but the rise of new retail in recent years or make the offline channel back to the track.
2021 survey on average per capita consumption price of sports shoes and clothing in China
Data from iiMedia Research shows that the average price of sports shoes and sportswear products is closely related, with 200-400 yuan as the most important price range, accounting for more than 36.0%. AI media consulting analysts believe that with the functional subdivision of athletic shoes and consumers on the higher requirements of quality of life, the average price of athletic shoes and clothing products is expected to further expand.
A typical case study of a sports shoe and clothing brand: Adidas (5)
Data show that the number of offline stores of Adidas has not changed much in the past two years. In particular, the number of franchised stores and concept stores has been basically the same. A small number of factory stores will be added in 2020 compared to 2019. Among all offline store types, concept stores still account for the highest proportion. Compared with other traditional types of stores, concept stores are more creative in design, more unique and modern in decoration style, and more complete in product variety, which can attract consumers more.
Chinese sports shoes clothing industry trend (2) : fry shoe problem
Data shows that China's used sneaker resale market exceeded $1 billion in 2019. Dewu is currently the best shoe resale platform in China. After a series of shoe speculation events, Dewu's brand exposure has reached 350,000. Due to the "boycott of Xinjiang cotton" incident at the end of March 2021, Chinese people began to turn their attention to domestic sports shoes and clothing brands.
It is reported that the way of li ning wade 4 all star silver white money is in get the price on the stuff already as high as 48,889 yuan, and its reference price is 1499 yuan, increase by 31 times. To this, Li Ning official response, said that "do not want to have any association with the shoe circle, will set a threshold to avoid shoe speculation behavior." The lawyer said that the shoe speculation was very large and this kind of market manipulation was in violation of the Price Law. For the phenomenon of "stir-frying shoes" in China, the future sports shoes market in China needs to strengthen management, sports brand enterprises should also stop this behavior, the state should also issue relevant documents and policies, to provide a fair sports shoes consumption environment for consumers.