What Is The Current Situation Of Sports Consumption Ecology In China?

In August 3rd, Jingdong sports jointly launched the "2016 China sports consumption ecology report" by the twenty-first Century Economic Research Institute. From the overall development of sports consumption and the portrait of sports consumption crowd, it analyzed the sports commodities, sports operation and sports consumption service industries.

20 points for your attention are selected:

From 1. to 2025, the total planned sports industry in 27 provinces with 7 trillion specific targets was over 7 trillion. Among them, Fujian, a leading sporting goods manufacturer, strives to reach 1 trillion yuan.

2. China's sports consumption six strong provinces: Zhejiang, Sichuan, Hebei, Guangdong, Fujian and Liaoning, relying on their own geographical advantages, outdoor sports help Sichuan become second of sports consumption.

3. sports consumption in Central China has risen rapidly, and the country has increased 4.5% over the past two years.

Guizhou, Jiangxi and Anhui provinces have become the most vigorous areas of sports consumption demand in China, with nearly 6 times the growth rate in recent two years.

4. according to the proportion of sales channels of sports outdoor categories, over 70% orders are generated on mobile terminals.

The western region is particularly evident. Guizhou, Shaanxi, Gansu, Xinjiang and Yunnan have reached the highest level of mobile terminals in the country with a penetration rate of over 77%.

5. the lower the city level, the higher the penetration rate of mobile terminals. The proportion of mobile users in four and six tier cities is higher than that in other cities.

6. the seasonal consumption of sports consumption is obvious. When the season is replaced, the consumption heat will increase significantly.

The highest annual consumption peak appeared in November, followed by June. Of course, this is also inseparable from the promotion of "double 11" and "618".

7. the proportion of basic sports consumption products is decreasing. The proportion of sports clothing, riding sports, swimming supplies and fishing products consumption goes all the way, especially fishing and riding.

8. riding and fitness has become the sport of the highest per capita consumption. Sports enthusiasts have begun to shift their attention from traditional sports to outdoor sports, and the new generation of outdoor sports consumption boom has sprung up.

9. according to the Jingdong statistics, the proportion of male sports users is 18.29% higher than that of male users in the whole station, and the same figure is 30.01% lower for women.

People aged 10.26 to 35 account for more than 51% of consumption in sports.

According to Credit Suisse "Global Wealth Report 2015" survey, in 2015 China's middle class number was 100 million, of which 80% of young new middle class is the rising consumer generation.

11. most of the consumers of sports consumption belong to those who are 26-35 years old, who have the ability to consume, understand the consumption and care about the quality. They are not sensitive to sales promotion and have high loyalty.

12. fishing consumption is concentrated at 26-35 years old, which accounts for 68.97% of fishing consumption.

According to China's fishing net survey, fishing consumption is over 1000 yuan.

After 13.70, 60 and 50, although the overall sports consumption is less than that of the 1980s, the proportion of swimming consumption is obviously higher than that of other categories.

14. compared with general sports shoes and clothing consumption, outdoor users are lower in price sensitivity and higher in professional requirements.

15. Guangdong ranked first in fishing, fitness, cycling, sportswear, sports shoes and sporting goods six.

16. domestic brands include sports goods, fitness training, fishing supplies, outdoor shoes and clothing and riding sports five sales first.

17. the five major brands in China

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361 degrees, PEAK's income mainly depends on shoes and clothes, and Anta leads the race by breaking through 10 billion mark, and Lining turns losses into profits.

In 18.2011-2015, the number of Chinese marathon events increased from 22 to 134, and the number of participants increased from 400 thousand to 1 million 500 thousand.

19.1/4 marathon consumption comes from Guangdong and Beijing, and the 60% marathon consumers come from the eastern region.

During the launch, Guangdong marathon consumption active users accounted for 17.49% of the national participants.

20. during the major football matches, related consumption of flat-panel televisions, beer and projectors increased significantly.

Take beer as an example. During the Brazil World Cup, Kita Kamihiro contributed 20%, 12% and 11% of the national sales respectively.