Bags / Shoes & Accessories

Many shoe and clothing enterprises took aim at sports. According to the observation report of Huacheng Import and Export Data, Senma Clothing, Taipingbird, Baili and other brands have all laid out the field of sports shoes and clothing. For the layout, all enterprises have given the same reason - the rapid growth of the sports market. In the view of industry insiders, casual shoes and clothing betting on sports style is a new trend to increase at present. However, brands lacking sports genes want to achieve growth and occupy a certain market by virtue of the expansion of sports field, which not only takes time, but also faces certain challenges.

Aim for sports wind

Sports style has become a "sweet cake". According to incomplete statistics, during this year, brands such as Taipingbird, Sima Garments, and Qianbaidu have successively revealed their ambitions in the field of sports shoes and clothing. Huacheng Import and Export Data Observation reported.

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 is produced by AIR × PEACE and SPCN are composed of two product branches, which focus on the "youth" route. At present, they have been officially launched in all major online official channels and offline channels simultaneously. From the price point of view, the Taipingbird sports series is positioned as a "high-end" route, and its product prices range from 500 to 800 yuan, and some even exceed 1000 yuan.

Senma Clothing, which has been in the field of leisure clothing for many years, also released the signal of entering the field of sports clothing. In July of this year, Senma Clothing established Shanghai Senxiaomiao Sports Clothing Co., Ltd. with a registered capital of 30 million yuan and a shareholding ratio of 100%; Business scope includes retail of shoes and hats; Wholesale of shoes and hats; Clothing retail; Clothing wholesale; Retail of sports goods and equipment, etc. Not only that, Sema Apparel also acts as an exclusive agent for the famous Japanese sports brand Asics Kids.

According to the Huacheng Import and Export Data Observation Report, the veteran women's shoe enterprise Qianbaidu also mentioned in the 2022 midterm report that it plans to establish a sports and leisure R&D department in the second half of the year. With regard to women's shoes layout in the sports field, Belle has also been trying. It has previously co-branded with sports brands and recently invested in the designer sportswear brand MAIA ACTIVE Maya.

Behind the bet in the sports field, all brands have given the same reason, that is, they are optimistic about the sports market. Taipingbird said that in the field of clothing, the overall performance of sports clothing was better than that of the industry. Chibaidu said that "sports clothing has become the only growing market in the past two years".

According to Wu Daiqi, CEO of Shenzhen Siqisheng Company, from the perspective of the industry, the performance of sports clothing is indeed better than that of leisure clothing industry, which is related to the stimulation of Chinese consumers' awareness of sports and fitness and the change of consumption habits. However, it is not ruled out that under the marketing promotion of Adidas, Nike, Anta, Li Ning and other domestic and foreign head brands, the performance of sports apparel in this segment is better than that of the industry.

On issues related to the layout of sports, the reporter of Beijing Business Daily interviewed Senma Clothing and Qianbaidu, but no reply was received as of the press release.

Find new growth points

It is undeniable that according to the annual report data of various 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 Sema Apparel showed a double decline, with revenue of 5.641 billion yuan, a year-on-year decrease of 13.43%, and 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. Baidu's performance is also difficult to be optimistic, with both revenue and net profit declining.

In contrast, 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. Special step's 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 scale of sports apparel market is also growing rapidly. According to the data, the size of China's sports apparel market increased from 221.5 billion yuan to 387.1 billion yuan in 2017-2021, with an annual compound growth rate of 14.98%. Some institutions predict that the market size will reach 438.4 billion yuan in 2022.

As the market continues to expand, there will be no shortage of competitors. It is understood that in addition to the intensified layout of foreign brands such as Nike and Adidas in the domestic sports market, domestic brands such as Li Ning and Anta are also constantly seizing the market. According to the data, Nike will still occupy the first place 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.

Wu Daiqi said that in terms of sportswear, its professionalism is quite high, and it needs a lot of research investment in design, fabric and other aspects to make it possible to create original fashion and lead consumer demand. Therefore, for leisure clothing enterprises, it is still necessary to increase research and development investment and operation cycle to enter new fields.

"The above brands themselves are not from the sports department, have no sports genes, and layout the sports field, which means entering a strange environment. This requires the entire team to make a high degree of cooperation in terms of research and development, marketing, channels, management and other aspects. Whether the existing team, supply chain match, and the market can accept are the problems these brands need to face." Cheng Weixiong, an independent analyst in the footwear industry, added, Huacheng Import and Export Data Observation Report.