Domestic sports brand breakout next step: wrestling mid -to -high -end professional equipment market

The 21st Century Business Herald reporter Zhou Hui Beijing reported that "I did not participate in the competition in the first half of the year, but the new equipment really did not buy it." In early August, Zhou Yun, a Beijing amateur runner who had just participated in an off -road match in Chongli, told the 21st century. Economic Herald reporter.

In the first half of 2022, in the context of the overall slowdown of social zero consumption growth, the well -known sports brands in the head of the head have begun to have revenue decline in the Chinese market, but the domestic sports shoes and clothing brands have maintained steady growth. The profit has achieved double -digit growth.

What has driven the performance of domestic sports brands?

The 21st Century Economic Herald reporter interviewed domestic sports brands such as 361 ° and Hongxingrke found that the online channels in the first half of 2022 still remained rapidly increased. In addition, the national trend and brand design level increased, attracting many young consumer groups. Another obvious trend change, in 2022, domestic sports brands further highlight professional sports equipment in R & D and marketing. At present, in terms of higher unit prices and high -premium professional functional equipment, international brands are still the mainstream choices of mid -to -high -end consumer markets.

Domestic brand performance increases steadily

The latest financial report shows that Li Ning achieved a net profit of 11.6%in the first half of 2022. In addition, according to the announcement issued by 361 ° and Tubu, the increase in net profit in the first half of the year is expected to be not less than 30%and not less than 35%, respectively.

It is worth noting that the brand Nike and Adidas, which continued to maintain double -digit growth in the Chinese market in the early years, had a decline in revenue in the Chinese market in 2022.

At the end of June 2022, Nike announced the fourth quarter of fiscal year and annual financial reports of the 2022 fiscal year as of May 31 of this year. Close down. Adidas Greater China revenue has continued to decline in five consecutive quarters, and revenue in the second quarter of this year has fallen sharply by 35%year -on -year.

According to data released by the National Bureau of Statistics, the consumption of shoes and clothing in the first half of 2022 decreased by 6.5%. In this trend, how does domestic sports equipment brands maintain better online growth?

The relevant person in charge of 361 ° told the 21st Century Business Herald reporter that the public's pursuit of sports health in the past two years has also further driven the growth of sports shoes and clothing consumption. The rate has declined, and domestic sports brands have gradually become the first choice of more and more consumers in daily life.

In addition, Hongxing Erk, who has frequently searched for the past year, also disclosed the latest operating data in the interview with the 21st Century Business Herald in mid -August. Data show that in 2021, Hongxing's online sales accounted for nearly 25%, and online sales accounted for nearly 30%in the first half of 2022. In addition, during the 618 period of 2022, Hongxingrk Tmall's official flagship store domestic brand ranked third.

The online business of 361 ° has also increased rapidly. In the first half of 2022, the overall flow of the 361 ° e -commerce platform products increased by about 40%compared with the same period in 2021.

According to people in 361 °, the company is accelerating the digital transformation and upgrading of the brand, improving the cost structure with refined digital management, and improving online channel coverage. Currently, it is currently conducting normalized live broadcast on Tmall, Douyin, Bilibili and other platforms. It is committed to building an e -commerce platform into a new growth engine that stimulate sales and enhance brand image.

In terms of channel layout, 361 ° actively promotes offline stores, online e -commerce and new retail channels. By formulating a marketing promotion plan, combining small programs and micro -malls to help traffic acquisition.

In addition to online channels, under the trend of national trends, domestic sports shoes and clothing brands have also attracted many young people. According to the relevant person in charge of Hongxingrk, the current portrait portrait of Hongxingrke focuses on young consumer groups. The young consumer group in the Z era has become a new mainstream consumer group. The consumption interest of young people is profoundly affecting the changes in the consumer market.

In order to attract young people, Hongxing Erk also launched a "Youth Co -Creation Plan" to create a platform for young design forces; at the same time, Hongxing Erk joined hands with the Glory of King Glory to launch a series of "explosive models" co -creation products such as the IP of the young consumers in the Z era. Essence At the same time, Hongxingrke further expands high -quality channel layouts such as the core business district, Mall and landmark square to enhance the shopping experience and brand services of young consumers.

In terms of attracting young people, 361 ° adheres to the "driving business with sports trends". By cooperating with young actors such as Gong Jun and Wang Anyu, it has launched a variety of trend explosive products such as the "Pioneer Series" and "Track Series". Strengthen the awareness of the brand of young consumer groups. In addition, 361 ° starts from the preferences of young people, and jointly played NFT digital collections with the well -known Chao Fatko. Reaching cooperation, a number of joint products suitable for young people have been launched.

How to catch up with the level of professionalism?

After more than 30 years of development, the domestic sports shoes and clothing brands have become increasingly improved in design, brand management, inventory and channel operation capabilities, and the influence of head brands and the gap between international well -known brands are also narrowing. At present, while domestic sports brands have maintained steady growth rate and scale, the core technical capacity competition for product development is particularly important. In 2022, domestic sports brands also began to make more efforts on the professional and functional equipment that tested core technical capabilities. From the perspective of consumption trends, Chinese sports equipment consumer groups have long been not satisfied with buying a pair of comfortable walking and leisure shoes. One of the characteristics of sports consumption upgrades is that the demand for professional equipment is increasing. According to the data provided by JD.com, in the 2022 JD.com New Bai Movement 618, professional running shoes, basketball shoes, football shoes and other categories increased by more than 150%year -on -year.

From the perspective of the unit price, taking professional running shoes as an example, the price of its unit price is higher than that of ordinary casual sports shoes.

At present, the best -selling running shoes of international brands such as Nike and Arthisus such as Nike and Article of Beijing City Park are more than 1,000 yuan. The professional running shoes of Ang Run (on) and Lululemon, which have penetrated this year in Chinese runners. The prices of single and double running shoes are also more than 1,000 yuan. In 2019, on the North Malaysia and the upper horse track, Nike's running shoes with a price of more than 2,000 yuan once became the "shoe hitting" explosion of runners. Obviously, international brands have always occupied the mid -to -high -end market for professional functional equipment.

From 2016 to 2019, the Chinese City Marathon has blossomed everywhere. The 21st Century Business Herald reporter found that when participating in the Beijing Marathon, the professional running shoes of Article and Nike were the first choice for participants, especially the Beijing Marathon and the Shanghai Marathon. Most of the international brands runner. According to a set of data from the Joy Running Circle, among the players who finished the competition within 5 hours in 2016, the most players in Article were the most, followed by Adidas and Nike.

For domestic sports shoes and clothing brands, the sense of design, youth, and cost -effectiveness are already very advantageous. Next, how to improve the professional competitiveness and more important industrial competitiveness is particularly important. It is also more important to be patient and accumulated.

As early as 2018, the 21st Century Economic Herald reporters visited the specialties and 361 ° research and innovation centers when interviewing and investigating in Xiamen and Jinjiang, Fujian. The relevant person in charge of the laboratory also presents reporters their latest achievements in professional functional equipment.

In the past year, the 21st Century Economic Herald reporters combed and found that, including Tobe, 361 °, Li Ning and Hongxing Erk, etc., they are all intensifying the professional sports equipment market to accelerate the layout of functional products.

As of now, have more and more Chinese runners have begun to wear domestic professional running shoes to participate in marathon events? It can be seen at least that more and more domestic brands have begun to pass through sponsoring athletes and elite players, appearing in major competitions at home and abroad.

At present, the latest news on the Internet on the Internet is the "In the Women's Marathon of the Oregon Track and Field World Championships, Nazret Weldu, who has won the fourth place in the Women's Marathon Project, won the fourth place. 160X 2.0 running shoes from Chinese brand Tub ". On the one hand, we can see the progress of domestic professional running shoes, and in addition, it can also be seen that Tibu's big investment in the research and development and marketing promotion of professional running shoes.

The 361 ° and Hongxing Erk interviewed by the 21st Century Business Herald also launched a series of professional functional sports equipment in 2022. The relevant person in charge of Hongxingrke told the 21st Century Business Herald reporter that product research and development investment has always been the main investment of Hongxingrke Group on the marketing side. At present, it has formed a product R & D team with more than 400 people.

According to the relevant person in charge of 361 °, as early as 2017, 361 ° established a research and innovation center in Wuli Industrial Park, Jinjiang City. Relying on scientific and technological innovation, a large amount of data collected and analyzed was effectively converted into productivity, providing consumers with technology with technology High cost -effective sports equipment with both design. As of December 31, 2021, 361 ° had 271 patents. Next, 361 ° will continue to increase scientific research in the field of professional sports around basketball, running and other sports. Experts and professional athletes in the professional field participated in research and development and testing to enhance the functionality and scientific and technological content of the product.

As of press time, the reporter learned from Tuban that special steps will also hold a brand strategic upgrade conference on "World Running Shoes, Tsubu" in early September. The professional wrestling of sports equipment is expected to become the key to a new round of competition in major domestic brands.

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