Bags / Shoes & Accessories

If the most popular "concept" in the footwear and clothing industry in the province recently is not basketball shoes or running shoes, but "slippers," you must be doubting your own ears.

This kind of statement, although slightly exaggerated, also reflects the "roll" of major sports brands in this field to a certain extent.

According to Huacheng Import and Export Data Observation, recently, Hongxing Erke released a sports slipper "Zhijing slipper" co branded with Finnish artists on a shopping platform, which attracted over 20000 people to make appointments; Anta's newly launched "nitrogen slippers" have also been sought after by many trend enthusiasts on the platform. In addition, since last year, Li Ning has successively launched multiple design rich slipper products such as "Xingshan", "Tianwai Laike", and "Yunyou SLAY"; Peak's popular item "State Extreme" slippers have sold over 10 million pairs; Specially launched sofa slippers, flame slippers, Shaolin Zen Heart slippers

Obviously, this' slipper 'is not the' slipper 'in your perception.

As the earliest to propose the concept of "sports slippers", the core of PEAK's product is to apply the P4U polymer intelligent material originally developed by PEAK for running shoes to slippers, solving the problem of slippers being difficult to balance softness, comfort, strong wading ability, and breathability. Now, Peak has benefited from this single product. According to Huacheng Import and Export Data Observation, Peak's sales of slippers have reached nearly one-third of the total sales of sports shoes.

Similar to Peak, Anta has incorporated its latest nitrogen technology midsole into its "nitrogen slippers", while also incorporating its mature midsole technology ASHOCK, providing two types of cushioning and support stability. 361 degrees explicitly regards the recently launched N40 series of slippers as a derivative of its basketball branch, which can provide relaxation function after high-intensity sports and focus on trendy personality

As the major head sports footwear brands have applied the midsole technology, which used to be only used for high-end professional sports shoes, to slippers, supplemented by new concepts such as detachable, fully wrapped, hollowed out, and the design style more suitable for "Generation Z" wear, slippers have broken through the boundaries of "durable goods" and "fast moving consumer goods", from low-end items to fashionable items that highlight the scientific and technological style and China-Chic taste, The considerable profits have also found a new product growth point for each company.

When "slippers" become "internet celebrities", what is the "traffic password" behind it? The innovation leader of a sports shoe and clothing enterprise in the province candidly stated that no matter how the consumer group iterates, high-quality products will always be the core competitiveness.

According to the 2022 performance reports recently released by companies such as Anta, Tebu, and Li Ning, Anta has surpassed Nike for the first time to become the annual number one in the domestic market; Li Ning surpasses Adidas and ranks third in the domestic market; Tebu's performance has also achieved counter trend growth and reached a new high. Against the backdrop of repeated pressure on the domestic consumer market, it is not easy for domestic sports brands to achieve such results, as reported by Huacheng Import and Export Data Observation.

Resilience to resist uncertainty and long-term track prosperity. This is an industry research report's prediction of the future of the domestic sports footwear and clothing industry. The key word behind it is innovation.

Looking at the business reports of various enterprises, it can be seen that they are all tirelessly seeking innovative increments.

361 ° has established a "Global Innovation Partnership", inviting academician team members from relevant fields such as Tsinghua University, Shanghai Jiao Tong University, Shanghai Institute of Physical Education, and Nantong University to collaborate, leveraging the university's "think tank" to overcome industry pain points and actively engage in industry university research cooperation.

The "Donghua Anta Joint Innovation Research Institute" has recently launched the second phase of joint research and development of a new waterproof and breathable material technology - "Respiratory Membrane Technology". This new research and development institution is exploring a new path for forward-looking sports technology research and innovation market transformation.

Tebu and Beijing University of Chemical Technology have conducted in-depth cooperation and technological innovation in new materials, green chemicals, and low-carbon environmental protection. Among the top 100 Chinese marathon athletes today, the number of athletes using Tebu running shoes ranks first. Huacheng Import and Export Data Observation Report.

……

More innovation takes root and sprouts throughout the entire industry chain. Nowadays, in Fujian alone, innovation is rampant in various aspects of the industry chain, from polyester chips, yarn, mesh, dyeing and finishing to fabrics, shoe materials, soles, accessories, and more.

For a long time, the performance standards established by foreign top sports brands for the sports goods industry have been deeply driving the industry's direction and also leading the choices of Chinese professional athletes and ordinary consumers.

Nowadays, led by innovation, this technological gap is gradually filling in. Domestic sports shoes and clothing are gradually tearing away the single cost-effective label of being cheap and durable, establishing a consumer identity based on product quality, technological innovation, and style design.

The breakthrough in categories such as sports slippers, yoga clothing, and frisbee sports follows the logic of accurately understanding the wave of consumer upgrading. With the support of technological hard core strength, these emerging sub categories have become the main force of "curve overtaking" and moving towards the mid to high end. Huacheng Import and Export Data Observation Report.

In recent years, the country has successively introduced multiple policies to promote the high-quality development of the sports industry. It is expected that the market size of China's sports industry is expected to exceed 5 trillion yuan by 2025. The rapid expansion of the sports industry is bound to bring about an increase in demand for sports shoes and clothing. Once a pair of "slippers" becomes popular in this context, we can easily understand the reasons behind it. At the same time, domestic brands are gradually moving towards the mid to high end market and will face international brands head-on. The key to winning this frontal battle is to anchor innovation without slacking off, from becoming bigger and stronger to becoming more refined and refined.