The “National Fitness Plan (2021-2025)” is released, and clothing consumption dominates the 5 trillion yuan market space
Recently, the State Council issued the “National Fitness Plan (2021-2025)”. The “Plan” clarifies that by 2025, the national fitness public service system will be more complete, the people’s physical fitness will be more convenient, fitness enthusiasm will be further enhanced, the number of participants in various sports will continue to increase, and the proportion of people who regularly participate in physical exercise will reach 38.5%. , districts), towns (streets), and administrative villages (communities) to achieve full coverage of three-level public fitness facilities and community 15-minute fitness circles. There are 2.16 social sports instructors per 1,000 people, driving the total scale of the national sports industry to 5 trillion yuan .
The “Plan” proposes to vigorously develop the sports industry, actively cultivate outdoor sports, smart sports and other sports industries, and spawn more new products, new business formats, and new models. On the basis of national sports consumption pilot cities, a group of national sports consumption demonstration cities will be selected and selected to give full play to the role of pilot cities and demonstration cities, encourage local governments to innovate sports consumption policies, mechanisms, models, and products, and increase the supply of high-quality sports products and services. Promote the return of high-end sports consumption.
This undoubtedly brings new development space to sportswear. According to data from the State Sports General Administration, among sports consumers, the highest percentage of people buy sportswear. Data from the “2020 China Sports Value Report” released in May this year show that more than 60% of the audience who frequently watched events and had related consumption behaviors in 2019 spent more than 1,000 yuan in total, with per capita spending as high as 1,574 yuan. Among them, 73% of users have purchased clothing, shoes, hats, bags and other products related to sports IP.
The “Report” also believes that “Generation Z” is the biggest driving force for the transformation of the entire sports industry. They are the most important target group for sports events at the moment. They are an important driving force for emerging sports such as ice and snow. They are also the growth point of consumption power in sports and fitness. The target audience of sports media and marketing is still “Generation Z”. People under the age of 30, especially those aged 18-22, prefer personalization and recognize top brands among domestic sports brands.
In recent years, domestic sports brands have become increasingly popular. Li Ning’s revenue increased by more than 60% in the first half of this year, and its net profit is expected to be no less than 1.8 billion yuan, an increase of 164.7% from 680 million yuan in the same period of 2020. Compared with mid-2020, Anta’s overall revenue in the first half of this year increased by no less than 55% year-on-year, and net profit is expected to increase by no less than 65% year-on-year. Xtep announced that its net profit in the first half of the year increased by no less than 65% year-on-year.
With the successful hosting of the Tokyo Olympics, comprehensive preparations for the Beijing Winter Olympics, and the advent of national fitness craze, the sports industry is entering a good stage of development, and domestic sports brands will surely usher in new development space.
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