5 Reasons For The Rise Of Sports Brand

Benefit from the running economy, coupled with the extensive attention of the Chinese Super League and the CBA League in recent years, the market capacity that our sports brand can excavate is considerable.

According to the China Athletic Association, China held 134 marathons and road running competitions last year, an increase of 160% over the same period in 2014.

In last year's annual report,

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361 degrees, PEAK, China trend (Kappa) and so on have basically achieved double growth in revenue and net profit.

Anta is leading by 11 billion 126 million yuan in revenue and 24.7% in growth.

According to market research company, by 2020, China's sportswear market will exceed the luxury market, with two digit growth to 280 billion 800 million yuan per year, and the luxury market will grow to only 192 billion 400 million yuan per year.

In fact, since 1989, the first pair of PEAK sneakers went public, and by 2015, Anta's annual business income exceeded 10 billion. The Chinese sports brand actually has a history of 27 years.

However, the design concept of sports brand in China is lagging behind, the category structure is single, and the phenomenon of plagiarism and Shanzhai is serious.

Most brands are still in the production and marketing process, and their professionalism and creativity are often ignored.

With the gradual awakening of consumers' consumption concept, they are tired of plagiarism, bad quality and single structure sports products, which compels domestic sports brands to make changes.

Anta disclosed in its 2015 annual report that it will establish a joint venture with Itou Tada, a subsidiary of Tokyo listed company, Desanto, Japan and DescenteGlobalRetailLimited, a subsidiary of Tokyo listed company ITOCHUCorporation, to operate exclusively in China (excluding Hongkong and Macao) and engage in the design, sales and distribution business of all categories of products with "Descente" trademarks.

"Descente" will open the way for Anta to enter the Chinese ski market.

At the end of 2015, Anta completed the acquisition of outdoor leisure and mountaineering brand Sprandi (Sprang Di). In 2013, Li Ning Co also authorized LI-NINGADVENTURE outdoor brand LI-NINGADVENTURE to the team of former Lining people in Hunan.

But with the national fitness campaign and the Winter Olympic Games approaching, there is great room for development of our local sports brands in skiing equipment and outdoor areas.

PEAK is sponsoring the Wuhan tennis open, Zhuhai elite and WTA Singapore year-end finals by co operating with world renowned women tennis players to enhance their competitiveness in the women's sporting goods market.

A more fractionable market will lead to greater profit margins, and local sports brands are making efforts in the female market.

5 reasons for the rise of sports brands

In addition to the "running economy" and policy support mentioned above, there are 5 main reasons for the reporter to learn from Kaga.

1, the introduction of Hallyu fashion has led to a more diversified way to match sports shoes and more visually displayed in the public view.

2, sports brand has also begun to differentiate, specialization, whether Adidas or Nike, has gradually opened a variety of professional market segments like women, running and other stores, so that consumers shopping more targeted.

3, the promotion of sports concept leads to the movement behavior itself becoming a fashion. Friends circle, fitness pictures and so on become the trend. Take weight loss, before it may be diet, eat less, skip rope at home, or go to the gym for professional training. Now a set of professional equipment, from clothing to shoes, accessories, so that fat is not ugly, let the weight loss process become a self display process.

4, UA and other professional sports brand rise, let consumers have a further understanding of sports brand and functionality, consumers from buying a sportswear, choose ADI or Nike, change to think why I want to exercise, what sports I want to do, what professional brand in this sub market, and finally form a purchase, and become a brand fan.

5, ADI, Nike, puma these big cards, the use of social media, through the KOL, some classic style reinvigorated, let the ancient and classic fashion pronoun, let the sports brand to fashion brand direction of a big step, just to cater to the taste of young people.

Social media also lets all kinds of sports brands better display their culture in front of consumers, such as VANS as for extreme sports culture, CONVERSE as for street culture, ASICS in the field of running and professionalism of SKECHERS, and so on, so that different brands get their fans.

It can be seen that after the long recession of performance decline, inventory crisis and large-scale closure, the spring of sports brand has arrived.