Sports Apparel Enterprises Get Out Of Trouble. Women'S Sports Underwear Is Another Growth Point Of Sports Brand.

Leading enterprises in sports wear industry get out of difficulties, and Anta and Lining are leading domestic brands.

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The market development originated in the 80s of last century, mainly based on OEM, and most of the brands of domestic shoes and clothes were built by foundry. In the late 90s, domestic capital entered the stage of brand creation, with the establishment of Fujian Jinjiang as the main body.

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Domestic sports market is slowly awakening, and domestic brand has gained brand awareness quickly through large-scale TV advertisements. The 2008 Olympic Games has provided a good opportunity for sports apparel brands, and sports shoes and clothing have entered a stage of rapid development. The sales growth of sports shoes and clothing reached 32.94% in 2008.

After the Olympic Games, the problems of rapid expansion of sports brands began to appear, the homogenization of products was serious, and the pressure of inventory increased, which caused the domestic sports apparel enterprises to enter the adjustment stage of inventory adjustment.

Beginning in 2015, with the initial completion of the inventory adjustment of sportswear enterprises and the rise of the new wave of sports, leading enterprises began to gradually get out of the predicament, and the industry began to pick up gradually.

At present, the domestic sportswear market participants are mainly Anta, XTEP, Lining, 331 degrees, etc. the four domestic brands account for less than 17%, and the market position of domestic brands is weak. Among them, Anta and Lining have increased significantly in recent years, Anta's revenue in 2017 is 9 billion 116 million yuan, the share of domestic market is 9.01%, Lining's market share is 4.12%, less than half of Anta's.

In recent years, vigorously promoting the national fitness program has been included in the national strategic level, and is committed to promoting the healthy development of the domestic sports industry.

In October 2014, the State Council issued several opinions on speeding up the development of sports industry to promote sports consumption, opening the curtain of promoting the sports industry's high-speed and deepening development. It is regarded as a landmark document of the domestic sports industry.

Since then, a series of guiding documents aimed at strengthening the awareness of national fitness have been promulgated. At the end of 2017, the State General Administration of sport issued the guide to fitness for all, explaining the body movements, parts and functions in detail.

Thanks to the popularization and strengthening of sports fitness awareness and the improvement of sports facilities, people's participation in sports has increased significantly in recent years, and the demand for sportswear has also greatly increased.

In 2017, the market scale of sports shoes and clothing in China reached 203 billion 700 million yuan, of which the scale of sportswear market was 101 billion 200 million yuan, the scale accounted for 49.68%, the scale of sports shoes was 102 billion 500 million yuan, and the scale of sports shoes accounted for 50.32%.

The proportion of sports shoes market is obviously on the rise. Recently, the net red money and explosion fund of domestic tide shoes on the Internet also illustrate the market's pursuit of sports shoes.

Market research firm NPD data show that 46% of the 95 sports underwear is included in the list of daily purchases - as a category of sports and leisure sports, the use of sports underwear is also very extensive, and can be worn in sports or everyday life.

According to the survey, Chinese consumers have become more frequent and sophisticated in buying sportswear. They will show high loyalty to their preferred brand according to their shopping experience and knowledge.

Therefore, many brands that focus on women's sports choose sports underwear as the starting point, create popularity, cultivate brand loyalty, and then gradually expand to the whole category of clothing.

The relevant industry giants are pushing the market for women's sports underwear.

In April 2017, women's underwear manufacturer trumpet announced that it would cut swimsuit business, develop sportswear and develop a more youthful and personalized style. Amazon announced that it would sell its own brand of lingerie on its US website, and at the same time released recruitment notices to find professionals in sports clothes.

Nike, an authoritative sports clothing brand, announced in February 2017 that it was co operating with Li Na, a famous tennis player in China, and launched a series of women's fitness clothes for Li Na.

Not long ago, the 361 degree signing Tan Weiwei was positioned in the 361 degree new series of young women, and it also adopted the way of cooperation with cross-border stars.

From the products displayed at the scene, the new women's series tends to light sport style, and designs more concise coat, sweater, sports underwear, sports tights and so on.