Deep Analysis Of The Reasons For The Blank Of Domestic Women'S Professional Sports Brand Market

For a long time, most sports brands regard men as their main consumer groups, so more research and development and production are placed on men. However, as women begin to go to the gym and go outside, foreign brands are stationed in China, while domestic companies are much more peaceful.

Zhu Qinghua, a light industry researcher at CIC, analyzes the demand of consumer groups in different periods. In the past two years, women's attention to health has been increasing, and sports have become a fashion.

Besides, the impulse consumption characteristics of female shopping groups are obvious, if businessmen are guided or have better market performance.

This is also the reason why Nike and Adidas are competing for the layout of women's stores in the world.

Now, more and more Chinese women walk into the gym, go outside, and start their pursuit of beautiful life by sports.

In 2014, the revenue of women's products business in China's sports market maintained a two digit growth, and the brand awareness of women's groups also increased.

But now we look at the mainland.

The opening of women's stores is more wait-and-see.

A great chance is that after the new learner has a relatively good performance, it will lead to the pursuit of other sports brands.

Why do most people do not attach importance to the women's sports market? The reasons are basically the following:

First, there is still a big gap between the level of women's professional sports and that of men's professional sports.

The proportion of sports enthusiasts in China willing to watch the women's professional league matches is not high.

It is difficult to change the competitive level of women's professional sports in the short term, and it is very difficult for them to get commercial returns in the short term, or they will be rewarded in the foreseeable future for a long time. Therefore, the sponsors are very hesitant in funding.

The industrial chain of women's professional league has formed a vicious circle.

Second, in cultural tradition, Chinese people habitually associate sports with the male market.

Sports are understood roughly as competitive sports, while the positioning of perfect women tends to be more intelligent and elegant ladies. Modern Chinese women are generally lack of sexy beauty of sports.

In the absence of cultural recognition of women's sexuality and beauty through sports, the female sports market as a new commercial development point will be energetically invested.

I still don't adjust well.

Third, domestic enterprises attach too much importance to competitive sports and despise the huge daily sporting goods or professional sports market with female characteristics.

Repucom has released a survey on women's sports, which reported a significant increase in women's sports worldwide.

Moreover, women play an increasingly prominent role in the sports market.

The sample of the survey is from 30 to 49 years old in the United States, while women spend 188 dollars a year on sports equipment, compared with 178 dollars per year for men.

From the data, we can see that the demand for excellent products in women's sporting goods market in the non competitive field is not less than that in the male market.

Zhu Qinghua said that China has a huge sporting goods market and consumer base. Apart from sports related fields, women's daily leisure and sporting goods market and the professional sports market with female characteristics still have great potential for us to further explore.

international

Giants have already begun to focus on developing this field, and Chinese local enterprises should also seriously consider the potential of the market.

Enterprise initiatives are basically aimed at grabbing the market and gaining economic benefits.

Mike Reg, vice president and investigative director of Repucom, once said that for the domestic women's sports market, it is an era of rapid development of women's sports. More and more international brands have seen that women's sports can bring huge commercial space, and Chinese enterprises should also pay more attention to the competition for women's sports market.