Sports brand plus the youth market

"Today's responsibility, in my teenagers, martial arts in Mingde, fitness ..." When "youth sports" was mentioned more and more frequently, major sports brands also captured the opportunities.

In early July, Tub Children launched the "Sun Promotion Program" and the National Public Welfare China Travel Activity. Earlier in March, Tobe also launched the Youth Product Line Tub Young, which specializes in creating a professional line of Tubu 100-campus sports. On July 10 this year, the 5th anniversary of the implementation of the Anta thrive public welfare plan. In the next three years, Anta's strong growth public welfare plan will invest 600 million yuan, covering 6 million adolescents, continuously promoting the integration of physical education, and allowing more young people to grow in sports. Last year, 361 ° children launched the Youth Movement Promotion Plan, hoping to attract more young people to participate in sports through the youth movement incentive plan, training plan, and guarantee plan.

In the past, the domestic youth sports consumer market was not mature, and this segment was more intersection in children's clothing lines and adult products. At present, major sports brands have obviously seen this new growth point, and they have started to lay out sports education and sports consumption of young groups.

01 Higher standing market force

In early July, under the guidance of the China Track and Field Association, Tubu Children joined hands with the People's Daily client and the China Youth Development Foundation to launch the "Sun Promotion Plan" and the National Public Welfare China Travel Campaign.

The "Sunshine Plan", as the improvement plan for Topp children around millions of youth sports literacy, covers various aspects of youth sports equipment, events, courses, public welfare and other aspects. "" One thousand professional training camps "," a series of public welfare projects "," a group of campus sports equipment "and" a series of professional events ", which comprehensively helps the development of youth sports.

The "Sunshine Plan" has been launched in Shanghai, Xiamen, Linyi and other places, and has attracted the "sports training camp", which has attracted the attention and recognition of students and parents.

On July 10 this year, it was the 5th anniversary of the implementation of the Anta thriving public welfare plan. As of June 30, 2022, Anta thrives the growth of public welfare programs with a total of over 620 million yuan in cash and equipment. It donated 161 Anta Dream Center and 13 Anta sports fields. 3.88 million teenagers in 9830 schools in the province.

In 2017, Anta Group joined hands with the "Youth Foundation" and "True Love Dream Public Welfare Foundation" to launch the Anta thrive public welfare plan to start with multiple dimensions such as equipment, courses, teachers and facilities The popularity provides effective and effective help. After the upgrade in September 2020, the Anta thriving growth public welfare plan covered the six major modules of Anta Equipment Bags, Anta Sports Course, Anta Dream Center, Anta Stadium, Anta Sports Camp, and Anta High School Class. In the next three years, Anta's strong growth public welfare plan will invest 600 million yuan, covering 6 million adolescents, continuously promoting the integration of physical education, and allowing more young people to grow in sports.

"Complete personality, benefit sports. Anta hopes to promote the integration of physical education in the new era through thriving growth public welfare plan and open up a new path of youth sports education." Li Ling, vice president of Anta Group, said that Anta continues to pay attention to the comprehensive and healthy development of young people. The improvement of sports vegetarian education is deemed to be its own responsibility. It is hoped that sports will enhance students' physique, to enrich the lives of students with sports activities, and to have a positive impact on the future of sports spirit.

Last year, 361 ° children launched the Youth Movement Promotion Plan, hoping to attract more young people to participate in sports through the youth movement incentive plan, training plan, and guarantee plan. 361 ° Children want to continue to provide the most professional and safest sports equipment for the Chinese Youth Movement, assume the mission of promoting young people's movements, inspiring young people, and ensuring youth movement, and to be incentives, promoters, and practitioners who are young movements.

Young is strong. Whether it is Anta's "Public Welfare Program", Tub's "Sun Promotion Plan", or a 361 ° "Youth Movement Promotion Plan", it can be seen that sports brands are standing at a higher dimension and fulfilling their social responsibilities. I hope Let more Chinese teenagers fall in love with sports.

"The head brands take more social responsibility because they have such strength." Some people in the industry bluntly said that in the past, the domestic youth sports consumer market was not mature. The product is a small cross. At present, major sports brands have obviously seen this new growth point, and they have started to lay out the sports education and sports consumption of young groups. I believe that major brands will be based on the blessings of deep sports genes and technology. The field performed better.

02 Help children better improve exercise performance

Under the "double reduction", adolescent sports, especially campus sports, have changed significantly.

The importance of sports in the entrance examination is significantly improved. After insight into this trend, how to help children better improve sports performance in major sports brands, it has become one of their product research and development directions.

In April this year, 361 ° became the official partner of the Chinese skipping national team, which also marked the official appearance of 361 ° professional skipping equipment. Of course, this cooperation, 361 ° is the two major scenes of the campus and outside the campus, and realized the ecological closed -loop of the rope -skipping industry of "one axis and two wings" -with the Chinese rope skipping national team as the axis. Cooperate with the online skipping App platform to launch rope skipping events and skipping activities for students in schools to allow more people to participate in it and jump out of a healthy new world. Outside the school, with thousands of stores and social media of 361 ° as a matrix Rope skipping class and holding rope skipping training camp and skipping rope challenge to promote rope skipping sports nationwide. It is worth mentioning that 361 ° In order to meet the needs of more people and strengthen its advantageous position in the field of campus movement, its R & D center has set up a special research and development department of rope skipping campaign to study people's dynamics when skipping rope. When the posture of the feet, the front palms are distributed through the rope -skipping rope through the force measurement table, and formulate a more reasonable and professional skipping movement solution for consumers.

In fact, in the field of youth movement, 361 °, as the industry pioneer, has accumulated a significant first -mover advantage. At present, 361 ° has completed the layout of various campus sports equipment products such as skipping rope, football, basketball, and running, which can meet the needs of all -age customers from young children to adolescents.

According to industry analysts, the signing of 361 ° this time with the Chinese skipping national team will once again improve its advantages in youth sports equipment. Based on this calculation, the probability of the youth sports equipment track maintains double -digit growth, providing long -term motivation for its continuous growth.

On March 20 this year, Tubou launched the Youth Product Line Tobu Young. In response to the needs of youth sports scenes, it specializes in and launched the specialty line of the specialties of the Tybi 100 campus. With sports equipment as the core, it provides professional sports solutions for young people. This time, the Tsob 100 Campus Sports Professional Line provides subdivisions: Fei Ling-mid-long running shoes, comprehensive training shoes, standing remote shoes and skipping shoes, as well as clothing sports equipment, socks and accessories. Whether you are taking physical education classes or preparing for sports in sports, you can perfectly adapt.

As early as 2020, Tuba began to work hard in the field of sports sports equipment in campus to support the safety of young people. Organize professional teams to conduct in -depth research on the needs of campus scenes. It lasted for 8 months to investigate and recovered more than 2,000 professional questionnaires. Interviews covering many teachers and students and parents of many schools across the country. Beginning in 2021, Tubu focuses on the development of professional equipment suitable for sports sports in various scenes of young people. The professional line of campus sports -Tibu 100 series came into being.

As a brand created by his only athletes, Li Ning has spared no effort to support the development of youth sports since its establishment. The establishment of Li Ning Young brand is not only in order to promote performance growth, but also has an expectation from athletes.

In 2018, the Li Ning brand re -planned Li Ning KIDS's future development strategy, established an independent children's clothing business department, and launched a new "Li Ning Young". At present, Li Ning Young products cover a variety of fields such as professional sports, sports life and children's products. They are specialized in children and adolescents aged 3 to 14 to create a fashionable professional sports product.

Different from the research and development system of traditional children's sports products "top -down", Li Ning Young started with the initial data collection, and based on Chinese children as the prototype, combined with the inherent sports DNA, more focused on sports research, there are some research, there are some, there are, there are some, there are, there are, there are, there are, there are some, and there are some. Target sports equipment options with more professional and more professional and more adolescents for young people.

Focusing on the target crowd subdivision, the refinement of scene consumption, and the increase in innovative opportunities and new business increases brought by the product functional needs, the size and consumption potential of the youth sports market cannot be underestimated. Of course, this also puts forward higher requirements for the overall strength of the brand. Only by establishing core differences with product innovation and increasing competition barriers with technological advantages, and fully catering to market demand can brands be invincible.

03 The sports trend of youth sports

While professional allows brands to keep the motion gene, it keeps consumers' needs for trends, thereby lock more consumers. This is considered by many brands.

In 2021, special brand concepts of "Great Power Children" were proposed. Regarding the proposal of this core brand, Tuban children pointed out that modern children were born in the stage of high -speed development in China. They were born with confidence and courage to show, and proposed the core brand concept of "big country teenagers". The teenagers encourage them to be brave to show their own value, persevere in the field of their love and output.

After digging out the brand concept of "big nations", Tibon Children is not limited to a single marketing method. Instead, it is to promote the implementation from multiple online and offline channels to truly care and help young people grow.

In August 2021, Tuban opened a big country for glory, recruiting representative teenagers 7 to 14 years old, and provided them with a dream stage for self -showing themselves in Shanghai Fashion Week. Among this group of models, there are Beijing opera Tsing Yi Xiaohua Dan from Beijing, sports teenagers from the Da Liangshan Black Eagle Basketball Team, painting young people who insist on painting painting, and also have three good student representatives. On them, Tub children have been emphasizing the release of children's natural brand values. "We want to understand the children's products from their future development direction from the perspective of children." At present, Tsob children have formed the two main styles of the Shaolin "巭" series and hip -hop series. The Shaolin "系" series was launched simultaneously by Tsob Children and Shaolin, promoting intangible cultural heritage; hip -hop style originated from 2019 with Chuc Youth Street Dance National Team and founded the BDS street dance competition to make more outstanding young people for the Olympic excavation reserves. Talent.

In addition to Tubu, Li Ning Young is also good at combining sports fashion with trendy culture. Last year, Li Ning Young focused on the theme of "Niu Turn to Qiankun", based on the backbone of the origin of movement and promoting Chinese culture, and successively launched different theme series such as "Niu Turn to Qiankun", "Do not let the eyebrows", "heroes out of the young man", and won the market. Comment.

In order to get closer to the life of young people, Li Ning Young made young consumers move better through campus activities, sports training, competitions, and sports culture. Since 2020, by participating in Li Ning's "3+1" street basketball league, BCBC basketball training camp, Wade China trip, etc., Li Ning Young and young people who love basketball experience basketball culture together while sports competition.

In recent years, 361 ° Group has also been driven by professional and trend, and the brand potential energy has accelerated. The performance of children with 361 °. The annual report released by the 361 ° Group shows that in 2021, its children's clothing revenue increased by 18.7%year -on -year, accounting for 18.7%of the total revenue, and the proportion of revenue increased year by year.

361 ° Children also continuously integrate top -level cooperation resources in the industry, and have tapped the national tide inside nuclear internal tide, and cooperated with top resources such as Chinese aerospace and China Shipbuilding Heavy Industries. As early as 2018, 361 ° children's clothing and Universal Pictures reached a long -term strategic partnership. Since then, 361 ° children's clothing has launched 12 IP co -branded products such as the three bodies, Saint Seiya, Little Yellow, Captain Xiaoyi, Gundam, head D, Kakaofriends, Le Shi, Sanxingdui, Jurassic World 2.

The market is constantly changing, and the sports brand is well known. Products are the core of the ultimate lock -up consumer group. No matter how high the product is, the product value needs to be drained. After all, it can take consumers to pick up products and understand the product. Essence

(Reporter Ke Yaya)

- END -