In 2016, these big things may happen in the sneaker industry

Trend 1: The industry continues to pick up, and whether the brand can keep up depends on its own business ability

China Sports Goods Industry Federation, China International Sports goods Expo news and communication person in charge, sports goods industry senior media person Cui 衎衎 this analysis of the 2016 sports shoes market: "Sports shoes clothing is a mass market, from an economic point of view, its development follows the law of market economy, according to Solow's 'five stages' : Growth period, take-off period, boom period, stagflation period, decline period. The sports shoes industry has now passed the stagflation and recession period of 2011-2013, and 2014-2015 is the stage of recovery, and then sports shoes and clothing will enter a new cycle of prosperity. Coupled with the policy and market good time to stimulate the confidence of the consumer market, the next 2-3 years, this industry must continue to pick up. For brands, it is to seize the opportunity of national fitness rising as a national strategy and accelerate the pace of development."

Ma Gang, a critic of the footwear industry and an observer of retail informatization and e-commerce, believes that the overall environment of the sports industry is on the rise, and whether each enterprise can follow the rapid development also depends on its own operating ability. From the analysis of the overall competition situation of the industry, this year's domestic brands will be more and more affected by the impact of international brands, and domestic brands ranked in the fourth and fifth positions of brands, such as Qiaodan Sports brands will be significantly impacted.

Trend two: In the process of consumption upgrading, products with high value and leading design will be more popular

1. Second - and third-tier brands will face greater pressure.

"In the past, consumers of second - and third-tier brands, once they find that the product or consumption experience is not particularly ideal, then they will choose more professional and higher value brands in the process of consumption upgrading." Ma Gang believes that the future market is bound to be "the stronger the strong, the weaker the weak." Market demand is changing, consumption upgrades are going up, and customers will pay more attention to scientific and technological functional products. To choose professional performance, it must be an international brand, such as Nike, Adidas has cultivated a large number of basic consumer groups; If it is considered from the cost performance, it is more likely to choose domestic first-line brands, Anta, Li Ning now cost-effective are very high, the development momentum is getting better and better. Sports brands in the second and third line positions will face two-way attacks, and the survival pressure will be more and more.

2. The brand with the leading design and packaging concept has more living space.

Cui 衎衎 believes that according to consumer trends, in addition to brands with high practical value, there is also a category of brands that will have development prospects, that is, brands with leading design and packaging concepts. Good design packaging, can make the target group produce 15%-30% of the purchase decision, "product design pursuit of beauty, the packaging is novel and interesting, which may attract more consumer groups."

Trend 3: Brands are returning to specialization, and there will be more development opportunities in subdivisions

1. Be an expert brand in the field of segmented sports.

Ma Gang believes that under the national fitness boom, consumers will increasingly favor specialized sports equipment. "Xtep, 361 Degrees and other brands have captured the market information changes, they need to cultivate a group of loyal professional consumer groups." Therefore, the brand gradually returns to the specialization, especially the "love running, love the step" advertising slogan, which means the adjustment to the specialization; Peak, which has been taking a professional route, focuses on the fine cultivation of the basketball market. And the basketball field is a 'battlefield', the squeeze is obvious."

"One of the new changes of the 2016 Sports Fair is that for the increasingly popular marathon, a special area has been set up for road running equipment, displaying brand segmentation products including road running equipment, sports nutrition, fitness and rehabilitation equipment, physical monitoring equipment, fashion wear equipment, etc." Cui 衎衎 believes that according to the market trend, future brands must achieve three aspects in order to stand out in the "ocean" where consumers have access to too much brand information:

First, in the subdivided field of sports equipment market corresponding to become an expert brand. Because the market consumption is increasingly rationalized, the consumption level will be higher and higher. Second, to achieve small manufacturing of big brands. Use more production lines to produce segmented products, rather than concentrating on one place for mass production. Because "small manufacturing" makes brand owners have only small inventory, it will not affect the capital chain. Third, the use of information technology to rebuild the internal management of enterprises, external channels and business models, the future brand is bound to be combined with the Internet, Under Armour is a typical case.

2. Group purchase custom market development, new brands or can find business opportunities.

Local event fever will continue to promote the development of related sports equipment customized group purchase market. Ma Gang said that this is a very small segment of the market, perhaps some small and medium-sized brands can find development opportunities from it, it can allow new brands to cut into the field of sports. Domestic mainstream sports brands such as anta, special step and so on are generally not to push this business, because the industry has specialized, unless their dealers specifically to do the group purchase market, this possibility is unlikely.

"Online competition is often involuntarily concentrated on the level of 'price war', and if you take the road of customization, you can make the price factor in the consumer purchase decision, become less sensitive elements, such as Nike personalized customized shoes, more than 2 times more expensive than ordinary shoes, but consumers are willing to buy, why?" Do our brands really understand the professional and rational psychology of consumers? In addition to the international big brands, the future specializing in customized brands will also have a certain space for development, because its concentration cost is low, easy to be accepted by the market, which is also a major breakthrough in the professional field, conducive to building a more specialized brand." Choi 衎衎

Trend 4: Multi-brand operation is still the main theme, and acquisition will be a very important way

At the end of 2015, Anta acquired the British outdoor brand Sprandi to fully develop the outdoor market. Ma Gang believes that multi-brand operation depends on the stage of development, the premise is that the main brand has a strong competitiveness, such as the main brand has been ranked in the top few in the industry, multi-brand operation is OK. If the main brand is not done well, and the introduction of new brands, development will be very difficult.