Sports Consumption Leads The Five Largest Domestic Brands In The East, Mainly On Shoes And Clothing.

A few days ago, the 21 Century Economic Research Institute, the twenty-first Century economic newspaper department and the Jingdong jointly issued the "2016 China sports consumption ecology report". The report analyzed the sports commodities, sports operation and sports consumption services from the overall development of sports consumption and sports consumption crowd portrait.

The report points out that since 2015, the number of retail sales of sports and entertainment products has risen to the 0.40% level for the first time since the beginning of this century, due to many factors, such as residents' income growth, consumption structure upgrading and favorable national policies.

According to international standards, when the per capita GDP reaches 5000 US dollars, the sports industry will show a "blowout" trend. At present, China's per capita GDP has reached the level of US $more than 8000, but per capita sports consumption is only 1/10 of the global average. With the change of consumption from survival to development, the potential of sports consumption in the future will be released to a greater extent.

The report predicts that the annual growth rate of China's sports industry will exceed 20% in the next 10 years, according to the target set by the State Council in 2025 that China's total sports output value reaches 5 trillion yuan, far exceeding the GDP growth rate.

Among them, "80" is the golden generation of sports consumption. They spend more than 51% of their consumption in fishing products, outdoor equipment and other categories. For example, 68.97% of the consumers of fishing are 26 after the age of 35.

From the perspective of the distribution of sports users in the whole country, it is mainly concentrated in the mature markets of the eastern coastal areas. Among them, the per capita consumption index of Zhejiang, Hebei, Guangdong, Fujian and Liaoning leads the whole country, becoming the most concentrated area of sports consumption; Sichuan province leads the West by the strength of the national per capita sports consumption index second; Hubei is the most popular sports consumption area in the central region, while the per capita consumption index is second only to Liaoning and ranks seventh in the whole country.

However, as far as consumption potential is concerned, the growth of sports consumption in central provinces is the fastest, and the proportion in the whole country has increased by 4.5% over the past two years, thanks to the channel sink and the popularity of mobile Internet.

From the point of view of sports consumption structure, sports buy and buy people have gone out of a clear path of upgrading.

In 2014, the consumption index of each user on cycling and fitness training products increased by 16% and 10.3% compared with 2013, while the sports products such as basic sports decreased by 2.5%, reflecting the rising trend of the new generation outdoor sports craze.

The report points out that domestic brands are the first five sales of sporting goods, fitness training, fishing supplies, outdoor footwear and cycling.

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The five major domestic brands achieved positive growth in revenue during the same period, mainly on footwear and clothing.

Among them, Anta broke through the 10 billion mark and led Lining to turn a profit, reflecting the characteristics of the industry as a whole coming out of the adjustment period.