Bags / Shoes & Accessories

All footwear and clothing enterprises aim at sports style. According to the observation report of Huacheng import and export data, Sima Clothing, Taipingbird, Belle and other brands have laid out the field of sports footwear and clothing. For the layout, all enterprises have given the same reason - the rapid growth of the sports market. In the opinion of insiders, casual footwear and clothing betting on sportsmanship is a new trend of increasing at present. However, it takes time and challenges for brands lacking sports genes to achieve growth and occupy a certain market by virtue of their expansion in the sports field.

Aimed at sports wind

Sports style becomes the "sweet cake". According to incomplete statistics, in this year, Taipingbird, Sima Clothing, Qianbaidu and other brands have revealed their ambitions in the field of sports footwear and clothing. Huacheng Import and Export Data Observation Report.

Taipingbird launched a new sports fashion series in September this year with the design theme of "WE ARE PEACE CREW". It is understood that this series of products are manufactured by AIR × PEACE and SPCN are two product branches, mainly focusing on the "youth" route, and have been officially launched simultaneously in the major online official channels and offline channels. From the price point of view, Taipingbird Sports Series is positioned as a "high-end" line, and its product price ranges from 500 to 800 yuan, some of which even exceed 1000 yuan.

Sima Garments, which has been distributed in the field of leisure clothing for many years, also released the signal of entering the field of sports clothing. In July this year, Sima Clothing established Shanghai Sima Sports Clothing Co., Ltd. with a registered capital of 30 million yuan and a shareholding ratio of 100%; The business scope includes shoes and hats retail; Wholesale of shoes and hats; Clothing retail; Clothing wholesale; Retail of sports goods and equipment, etc. In addition, Sima Apparel has also been the exclusive agent of the well-known Japanese sports brand Asics Kids.

According to the observation report of Huacheng Import and Export Data, Qianbaidu, an old brand women's shoes enterprise, also mentioned in the 2022 Mid term Report that it planned to set up a sports and leisure research and development department in the second half of the year. With regard to women's shoes layout in the sports field, Belle has also been trying. Previously, it co founded with sports brands and recently invested in the designer sportswear brand MAIA ACTIVE Maya.

Behind betting on the sports field, all brands have given the same reason, that is, they are optimistic about the sports market. Taipingbird said that in the clothing field, the overall performance of sports apparel is better than that of the industry. Qianbaidu said that "sportswear has become the only growing market in recent two years".

In the opinion of Wu Daiqi, CEO of Shenzhen Siqisheng Company, from the perspective of the industry, the performance of sports apparel is indeed better than that of leisure apparel industry, which is related to the fact that Chinese consumers' awareness of sports fitness has been stimulated and their consumption habits have changed. However, it is not ruled out that under the marketing promotion of Adidas, Nike, Anta, Li Ning and other top brands at home and abroad, the performance of the sports apparel segment is superior to the industry.

On issues related to the layout of sports, reporters from Beijing Business Daily interviewed Sima Clothing and Qianbaidu, but no reply has been received as of press release.

Find new growth points

It is undeniable that according to the annual report data of all footwear enterprises, the performance of sports footwear enterprises will indeed be better.

Huacheng Import and Export Data Observation reported that in the first half of 2022, the revenue and net profit of Sima Garments had a double decline, with the revenue of 5.641 billion yuan, a year-on-year decrease of 13.43%, and the net profit of 104 million yuan, a year-on-year decrease of 84.31%. Taipingbird's revenue was 4.197 billion yuan, down 16.31% year on year; The net profit was 133 million yuan, down 68% year on year. The performance of Qianbaidu is also difficult to be optimistic, with both revenue and net profit declining.

In contrast to sports brands, in the first half of 2022, Li Ning achieved a revenue of 12.409 billion yuan, up 21.7% year on year; The net profit was 2.189 billion yuan, up 11.6% year on year. Anta achieved a revenue of 25.97 billion yuan, up 13.8% year on year; The net profit was 3.588 billion yuan. The special step revenue was 5.684 billion yuan, up 37.5% year on year; The net profit was 590 million yuan, up 38.4% year on year.

From the perspective of the whole sports market, the size of the sports apparel market is also growing rapidly. According to the data, from 2017 to 2021, the market size of China's sports apparel increased from 221.5 billion yuan to 387.1 billion yuan, with a compound annual growth rate of 14.98%. Some institutions predict that the market size will reach 438.4 billion yuan in 2022.

With the continuous expansion of the market, there will be no shortage of competitors. It is understood that, in addition to the accelerated layout of foreign Nike, Adidas and other brands in the domestic sports market, domestic brands such as Li Ning and Anta are also constantly seizing the market. According to data, Nike will still occupy the top position of sports brands in China's sports apparel market in 2021, with a market share of 25.2%; Anta, Adidas, Li Ning, Skechers and Tebu followed closely with 16.2%, 14.8%, 8.2%, 6.6% and 4.4% respectively, with a total market share of 83.5% in the top ten markets.

Wu Daiqi said that as far as sportswear is concerned, its professionalism is quite high, and it needs a lot of research investment in design, fabric and other aspects to make it possible to become an original fashion and lead consumer demand. Therefore, for leisure apparel enterprises, they still need to increase their R&D investment and operation cycle to enter new areas.

"The above brands themselves are not sports pedigrees and have no sports gene. The layout of sports field means entering a strange environment, which requires the entire team to make a high degree of cooperation in research and development, marketing, channels, management, etc. Whether the existing team, supply chain match, and the market can accept are the problems faced by these brands." Cheng Weixiong, an independent analyst in the footwear and clothing industry, added that Huacheng's import and export data observation report.