The Reputation And Trust Of Domestic Brands In The Minds Of Consumers Continue To Improve.

"2016 China sports consumption ecology report" shows that consumers are

The spending continued to grow, followed by fitness training. In 2015, the consumption volume index increased by more than 4.5 times over the 2013 years.

At the same time, homemade

In the minds of consumers, reputation and trust continue to improve.

Sports shoes bag consumption doubled user input

Jingdong big data platform shows that

In the 9 subdivision categories of fitness training, swimming products and sports shoes, users like to spend money on sports shoes. In 2015, the consumption volume index increased by 4.6 times compared with 2013.

From 2013 to 2015, the user index and consumption index of sports shoes increased by nearly 4 times.

According to this trend, sports shoes package enterprises will have better performance in the past two years.

At the same time, as the fastest growing market of sports shoes, China will attract many domestic and foreign sports shoes package brand to accelerate the layout, and the competition in the Chinese market will become more and more intense.

Domestic brand reputation enhances the top 5 categories of sales

Analysis of consumer favorite brand can be seen, in 2013, domestic brands occupy nine of the top five sports consumption seats: Golden Smiths fitness training products, Guang Wei fishing products, Pathfinder outdoor footwear and equipment, and permanent brand riding products.

By 2015, domestic brands still occupy the top five subdivision categories, of which the red double sporting goods replace the Japanese brand YONEX, while the US outdoor equipment brand (GARMIN) takes the place of the Pathfinder.

Under the power substitution, domestic brands still dominate.

Among them, Guang Wei fishing gear, Pathfinder outdoor shoes and clothing, and forever bicycle trust are the most stable, ranking the same category for 3 consecutive years.

Foreign brands are mainly favored by consumers from the United States, Germany, Japan, France, the United Kingdom, Spain, Australia and other countries.

Jingdong's big data platform shows that the United States, Germany and Japan are the most popular brands. In the nine categories of sales TOP10, in 2013, the brands from these three countries were 17, 6 and 5 respectively; in 2015, they were 12, 5 and 3.

Among them, Adidas and Nike are far ahead.

5 major domestic sports brands rely mainly on shoes and clothing.

According to the market situation of domestic brands, in 2015, domestic brands showed a pattern of five points in the world. The top five sales of Anta, Lining, XTEP, 361 degrees, and PEAK all achieved positive growth in revenue during the same period.

Among them, Anta broke through the 10 billion mark, and Lining realized turning losses into profits, reflecting the characteristics of the industry as a whole coming out of the adjustment period.

In terms of product structure, domestic brands form the structure of footwear and clothing as the main source of income.

In addition to Lining and 361 degrees, the dependence of other domestic brands on shoes and clothing products has reached 95%, which is different from the diversified layout of foreign products such as Adidas on accessories.