Analysis On The Existing Problems And Development Prospects Of China'S Sports Shoes And Clothing Industry In 2020

With the enhancement of health awareness and the prevalence of sports ethos, the scale of sports population and sports industry has increased significantly. The demand of consumers for sports shoes has continued to increase, and the market demand for sports shoes has increased rapidly. Data shows: in 2019, China's sports shoes and clothing market size is 45.95 billion US dollars, with a year-on-year growth of 12.6%. However, the per capita retail sales of sports shoes and clothing are only 1 / 12 of that in the United States and 1 / 5 in the United Kingdom and Germany. With the promotion of urbanization and the increase of per capita income, the retail sales of sports shoes and clothing per capita in China has at least 5 times of room for improvement. China's sports shoes and clothing market has a large scale and high growth rate, but the per capita consumption is at a low level.

Data source: Euromonitor and China Business Industry Research Institute

Development dilemma of sports shoes and clothing industry

1. Labor cost rises

Footwear industry is a typical labor-intensive enterprise, whose profit level is greatly affected by labor cost. Since the beginning of the 21st century, the aging trend of the world population is obvious. The overall demographic dividend has accelerated to fade, and the labor cost is rising. Although the labor cost of Southeast Asian countries in the demographic dividend period is lower than that in China, Europe and the United States, it is also in an upward trend. The rise of labor cost is an important problem that most enterprises in the industry can not avoid.

2. The talent reserve is insufficient

Sports shoes manufacturing industry involves development and design, mold development, material science, chemical industry, mechanical automation, production management and other professional and technical fields. The lack of talent reserve in the industry restricts the sustainable development of sports shoes manufacturing industry.

Development prospect of sports shoes and clothing industry

1. The total population growth has laid a solid foundation for the development of shoe manufacturing industry

As a necessity of people's livelihood, shoes consumption is closely related to the population. The steady growth of population has driven the total demand for shoes, which has laid a solid foundation for the development of footwear industry.

2. The per capita consumption of shoes still has a large growth space

From the per capita consumption of major countries and regions in the world, the per capita consumption of various countries and regions is quite different, and the per capita consumption of footwear products is also quite different. Compared with developed countries, the population of developing countries is huge, and the space for shoe consumption in the future is huge. Taking China and India, the two largest population countries in the world, for example, the per capita consumption of shoes is relatively low, and there is still a great improvement Space.

3. Policy support and the enhancement of the concept of sports consumption and the increase of consumption expenditure

Thanks to the government's policy support and the improvement of living standards in recent years, people's life philosophy has also changed. More and more people begin to pay attention to sports, returning to natural tourism and other activities beneficial to physical and mental health. The promotion of sports awareness has led to the expansion of the sports industry market, and the consumption expenditure of sports shoes and shoes has also increased rapidly.

4. The penetration rate of sports brands has increased and the scale of sports shoes market has expanded

In recent years, the growth rate of global sports shoes and clothing industry reached its peak during the 2016 Olympic Games. After the Olympic Games, the growth rate of sports shoes and clothing market declined, but it still maintained a sustained growth trend, which was significantly higher than the growth rate of non sports footwear.

5. The specialization division of labor is more obvious, and the sports shoes enterprises are centralized

In the increasingly detailed division of labor today, major sports brand operators pay more and more attention to brand operation and product design, and provide manufacturing services to professional manufacturers. At present, the main sports brands basically adopt the form of entrusting professional manufacturers.

6. The progress of science and technology promotes the development of the industry

With the progress of science and technology, the production automation level of sports shoes manufacturing enterprises develops rapidly, which effectively improves the production efficiency and product yield; new materials are widely used in sports shoes manufacturing enterprises, and the functions of sports shoes are further enriched and improved