Everyone's friends have a lot of female friends keen to share sports data. Ellen, 29, is one of them. She works in a personnel position in a science and technology company, and her work time is relatively fixed. Usually she exercises in the early morning or early evening and three or four times a week. Between three and five, Ellen's physical activity will appear in a circle of friends on time. Sometimes it is the gym equipment's record screen, sports smart watch data, or the Nike digital platform's trajectory. Ellen said: "The initial exercise was to lose weight. It has been persisting for more than four years. Every time we run 78 kilometers, it is slowly becoming a living habit." In fact, from the outdoor running, the ball, the gym to yoga and other sports, the past two years have been very lively in the female circle. There are more and more women who regularly exercise like Ellen. Their pursuit of appearance is no longer limited to beauty. Health forms have become a concern. According to a report from high-end research service FT Confidential Research, Chinese women’s participation in the sports market continues to increase. In 2016, the percentage of women who did not participate in sports at all was 10.4%, a decrease of 4.3% from the previous year. Among the sports-loving groups, urban young and middle-aged women, who have the ability to spend and pursue life, are mostly young white-collar workers, young mothers, or middle-aged women who work out with relatives and friends. The report also mentioned that each woman’s annual expenditure on sports equipment was RMB 1,141, while that of male consumers was RMB 1,081, while women’s spending on sports equipment increased far more than men’s. Even in the United States, where the sports market has developed more maturely, women are also the fastest growing segments of the sports consumer market. In the context of weak apparel demand in North America, data from market research firm NPD indicated that in the third quarter of 2017, the growth rate of female products in the US sports footwear market still reached 6%, and that of men's and children's shoes was basically the same. From January to November 2017, women’s consumption accounted for 62% of the total sales of sportswear in the United States, and women’s spending on sports equipment was US$188 per person per year, which was better than the men’s US$178. Ellen equipped with a full set of sports equipment calculated an account, the spring running equipment as an example, the most valued sports shoes products is about 1,000 yuan, moderate price of tight pants, quick-drying clothes, sports underwear and windbreakers, etc. cost more than 1,200 yuan, does not include non-essential sports watches and accessories. In contrast, the situation of media practitioner Ann may be closer to the general consumer demand. “In addition to investing 70% of sports consumption in sports shoes with prices of about 670 pieces, clothing consumption tends to be comfortable and will not be deliberately pursued. Brand.†Regardless of consumption habits, the increase in the number of women’s movements means that consumer demand at all levels is growing. More importantly, women’s spending power is better than that of men. According to the report of Guotai Junan Securities, the scale of the female economic market in Mainland China will reach 4.5 trillion yuan in 2019. At present, nearly 75% of household consumption decisions are dominated by women, and female consumption contributes 66.4% to economic growth. The concept of new fitness consumption allows women to more confidently invest their money in the sports goods market. The sports market was dominated by men. Image Source: Vision China In fact, women consumers have never been as important in the eyes of sports brands as they are now. Before the rise of female fitness in recent years, the sports market was dominated by male hormones. Brand owners put 80% of their R&D and promotion resources on the male market, and most of the products are researched and developed according to the needs of men. According to the Analysis Report on the Consumption of Women's Sporting Goods in Department Stores, women's sports products are more extended as accessories, and the types and styles only account for 30% to 35% of the total sports brand products. The specific needs are also neglected. By contrast, the male market is oversupplying. "The choice of women's sportswear in earlier years is not so much now, and it is similar to men's styles. The feeling is to make the type smaller and the color feminine and not self-cultivating." As a consumer, Ellen expressed the same feeling. The difference in physiological structure means that women are more dependent on sports equipment when exercising outdoors. In addition to functional value, female consumers also focus on style and color when selecting equipment. "If you want women to pay for you, it's not enough to add a little color or a feminine element to the men's running shoes," said Matt Powell, an industry analyst at NPD Group, a market research firm. Since 2013, the purchasing power of women for sporting goods has gradually increased, and many old-fashioned players have become aware of the market demand of this group. According to consulting firm Frost & Sullivan, the annual sales revenue of the female sportswear business has maintained double-digit growth in recent years, ahead of other market segments. Even with rapid growth, the female market is still a blue ocean in sports. Carmen, who was avid in the light sports fields such as yoga classes and dance studios, mentioned that "There are many people, but I see that not all women wear professional clothing for exercise, and some loose-fitting T-shirts made of cotton-polyester blend fabric are not close-fitting. Not sweating.†They are the consumer groups that major sports brands want to seize in the future. Nike Women Series Marketing Campaign According to a survey conducted by FT Confidential Research, 44.1% of the surveyed Chinese urban residents stated that Nike and Adidas are the sports brands that they have visited the most, which is an increase from the 39.6% of the previous year. The two giant brands still dominate the sports consumer market in China. Nike's ambition is not small: In the five-year plan announced in 2015, American brands set the female market as a key breakthrough, and sales of female products in the 2020 fiscal year will increase from 5.7 billion US dollars to 11 billion US dollars, accounting for the total annual camp. Received more than 1/5. In October 2014, Nike released the "Nike Women" strategy and opened two women's experience stores in the United States and Shanghai. Especially the key footwear product line, Nike not only expands the size range of sports shoes to appeal to female customers, taking into account women's fashion requirements for sportswear, the brand frequently engages in cross-border cooperation with fashion designers in product design. Taking the Nike flagship store in Zhengjia Square in Guangzhou as an example, women's products were specifically placed on the first floor, which also showed that the brand pays attention to women in the channel. Nike’s Jordan brand, which is dominated by men’s basketball, has almost completely ignored women in the past 30 years, but in 2015 announced the overweight women’s market and began mass production of women’s basketball shoes. On March 3rd, Jordan has taken the lead to announce the women's collection this summer, combining the elegant colors that embody women's characteristics with classic shoes. Offering only products is not enough to build an advantage in this market, Nike's other approach in marketing is to spread the concept of fitness to women consumers. In 2015, the brand launched “Better for itâ€, a marketing campaign aimed at women consumers, inviting ordinary women from different fields who love sports to talk about the benefits of everyday exercise from a civilian perspective. As an offline event, Nike also launched a global tour of the Nike Women Victory Tour, gathering women for training. “You may feel that after work, people want to eat, you have to exercise, you are alone, in fact, today there are 999 people and the same.†For the practice of gathering women running in the city, former senior Nike Greater China Communications Director Huang Xiangyan Interpreted to the interface news. In October last year, Nike announced at the investor conference that it will open "pant studios" in its 5,000-punch store in the women's trousers monopoly zone. It will force the yoga market and hopefully instigate the status of the giant Lululemon, the yoga segment giant, over the past two years. With the help of precise market positioning and the promotion of healthy lifestyle concepts, Lululemon has emerged from a number of sportswear brands within a short period of time and has become the preferred sportswear brand for young women in North America. In the three months ended October 29 last year, Lululemon's sales rose by 14% year-on-year, and its e-commerce performance was particularly good. Adidas "Sister Movement" concept Adidas, which started to distribute women's markets in 2014, is also not doing anything about it. The German brand separated the women's products from the training category and hired Lululemon's former chief executive officer, Christine Day, as a strategic advisor to the women's business and expanded its channels of women's stores in the Chinese market. Similar to Nike's marketing strategy, Adidas introduced the concept of "sister movement." The brand invited a series of athletic star performers to tell their sister stories in order to impress female consumers towards the stadium. Under the line, the German brand introduced the shaping course and the women's night run as a clue. In the Greater China market, adidas’ female sportswear market share increased from 22% in 2012 to 27% in 2015. Judging from the momentum of continuous signing of the performing arts star "with goods", adidas's ambition for the female market is not limited to this. It must be acknowledged that they fully grasped the tastes of female consumers: three popular female stars, Dili Jerembha, Yang Mi and Angelababy, were involved in the market. "," "type male." In contrast, when international brands have increased this potential market to a global strategy, local brands have also consciously signed up for female stars to expand the market, but the latter has focused more on seizing the mass market through price wars. There is still some scarcity in the external language. As a result, local brands still have a disadvantage in this feminist campaign. According to FT Confidential Research, the most competitive Chinese company in this field is Li Ning. About 11.1% of female consumers expressed their preference for the brand, ahead of domestic leading brands such as Anta and 361°. An important factor is that the badminton product line is a key category of Li Ning. In the Chinese market, about 39% of the women surveyed said they like to play badminton. This project has become the most popular sport for women in China. Unlike the positioning of Nike, Adidas and other brands, Decathlon, which is the closest to the mass market, feels a significant increase in female consumption. Taking swimming as an example, Decathlon's market survey shows that in the past three years, the proportion of female respondents who participated in swimming has rapidly increased from 26% to 52%. At the same time, this proportion increase is also reflected in the sales momentum of Decathlon women's swimming products, of which women's swimwear sales in 2017 increased by nearly 40%. Therefore, Decathlon's swimming department stated that it has focused on the development of the female swimming market in recent years. Compared with swimming, sales of other relatively niche sports categories also tend to be significantly more female. Decathlon's surfing sports category has grown sales by 30% for three consecutive years, of which female surf products have grown by as much as 300% in 2017. In order to tap the huge potential female market, Decathlon insiders told UI News that its swimming department set up an innovative design team to face the Chinese market in 2017, “with professional and experienced product engineers, supply chain procurement managers and designers. Based on the city's reconciliation and retail feedback, it will specifically provide Chinese female swimmers with product improvement and innovation more in line with local needs.†Sports underwear is the key to future market competition It is worth noting that sports underwear with the strongest association with women is considered to be the key to competition in the future market. Kearney's data show that in 2016 sports underwear sales reached 3.5 billion US dollars, an increase of more than 20% over the previous year. The sales of ordinary underwear with cotton pads are decreasing, and manufacturers are forced to make adjustments as soon as possible. At the same time, as many as 46% of millennials include sports underwear in the list of items they purchase on a daily basis. Compared with the general sportswear, it is more difficult to develop female underwear with more individualized features. Under the background of veteran athletes, Under Armour, who started with athletic tights, and Lululemon, who focuses on women's sports, are considered the most experienced in the field of sports underwear. However, the performance of American brands is still in the doldrums, and Canadian yoga giants have higher prices and have not yet achieved outstanding market advantages. In addition, many underwear brands and fashion brands have entered the sports underwear market. However, there is still no leader in this area, and it seems to be a flourishing situation. "The more intense the fitness, the more sports underwear can't be lacking. It's basically an essential item for my running. The support of the material and the good sweat absorption performance are more important," Ellen said. She said that she has purchased many different types of sports underwear, but she still does not have particularly satisfactory products. The 38th Women’s Day in 2018 has suddenly become the most important “festival marketing†time for major sports brands at home and abroad in the first half of the year. Nowadays, the term "Women's Day" seems to have become a thing of the past. In the eyes of sports brands, female consumers are completely "Queen" and even "Goddess." Adidas recently launched the 2018 Women's Collection. The biggest highlight is the design of the new UltraBOOST X running shoes for women. This double-star running shoe is designed with a heel locking system according to the shape of the female heel, which allows the shoe and the foot to fit together. The shape of the pair of shoes is based on linen gray with marine blue, which matches the fresh and elegant temperament of women. Nike seems to be more sincere. On March 27th, American brands will launch a Nike Unlaced digital platform for female customers to provide personalized styling services and VIP membership experience. Consumers can make a one-on-one appointment with visiting stylists. Nike intends to This concept was extended to offline stores. In addition, they also assembled a dedicated team of 14 women designers to redesign classic models such as Air Force 1 and Air Jordan 1, adding to the feminine appeal of these two male exclusive products. However, the female consumer market is changing rapidly. The routine of new shoes may be old. In the past two years, PUMA, which relied on women's products to achieve its performance, showed that looking for designers with the same styling as Harina and launching new ideas and new products in front of consumers may be more attractive to “bridging†women. Source: Interface Author: Luo Yingying
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Women's sports consumption is no longer just staring at men.