From Line To Line And From Opposition To Integration

According to the world clothing shoes and hats net, this year " Double 11 The remaining temperature has not yet cooled completely, and consumers are still immersed in the fun of crazily buying. With the increasing demand for mass fitness, sports related products have become the focus of competition between online and offline distributors. With the heat of shopping carnival, sporting goods are ushered in another wave of consumer spending.

Data speak -

In 2009, Tmall was also called Taobao mall, and November 11th was only a synonym for singles day.

That year's double 11, sales of only 52 million, participation brand Only 27, but such an unpopular promotion campaign changed the consumption behavior, lifestyle and marketing strategy of Chinese people in several years, and announced the birth of the new retail mode. Every link in the chain of business, logistics, consumer and so on is changed by double 11.

9 years later, at 21 o'clock in November 11, 2018, the total turnover of Tmall double 11 exceeded 1 billion yuan mark, 2 minutes 05 seconds, 2018 Tmall double 11 total turnover exceeded 10 billion yuan, 26 minutes 03 seconds, turnover reached 03. It took 40 minutes and 12 seconds to achieve this achievement last year. 1 hours and 59 seconds, turnover exceeded 70 billion; 1 hours 14 points, turnover exceeded 90 billion, 107 minutes turnover exceeded 100 billion yuan, last year to achieve 100 billion sales spent 540 minutes!

According to incomplete statistics, as of 11 0:00, 30 points, 30 brands Tmall turnover exceeded 100 million yuan.

With the help of the electronic commerce platform, the online sales revenue of various sports brands in China soared. Lining In the half year of 2018, it was reported that the income of the company's e-commerce channels has maintained a high growth rate for many years. As of June 30, 2018, XTEP's online revenue accounted for more than 20% of the group's total revenue.

China's first local sports brand Anta reported in the first half of 2018, thanks to the rapid development of online and offline businesses, the sales performance of other brands of the group achieved brilliant results, and the company's revenue increased by 44.1%.

It can be said that the Internet business took less than 10 years to walk from the fringe to the center of the stage. Now it is vigorously promoting the integration of online and offline with the attitude of the new retail leader, promoting the cognitive spanformation from virtual economy to new entity economy and new digital economy.

With the maturity of the domestic economic development, China's sports industry has become another outlet after the mobile Internet, and the sports industry itself has nearly two trillion of the scale. The "Internet plus" strategy has made the growth of the sports industry with obvious Internet attributes.

But now, looking back, the whole industry was impetuous. Some sports enterprises repeatedly raise funds, broadcast the right of broadcasting events to the sky, and businesses invest in football or basketball clubs. This once brings great pressure to the market.

Later facts also proved that the capital at that time was insane and irrational.

Many people say that the sports industry has been cold for the past two years, but in fact, from the overall trend of the whole industry, sports retail and sports services are increasing substantially. For example, Anta, Lining and many fitness APP have developed very well.

This shows that we have only deviations in some investment directions.

When the dividend of mobile Internet is coming to an end, and the new trend is not yet clear, there is a big outbreak of consumption promotion projects that are relatively profitable and have cash flow.

The era of mass new consumption has arrived. In the macroeconomic downturn and GDP growth rate entered the "6 era", consumption has become an important driving factor in the economy. The consumption ability of the new sports population is reflected in the early stage of Internet venture capital, and the new sports retail of "consumption upgrading" has become the new favorite of the capital.

Data from the Ethernet platform show that the proportion of sports projects, the proportion of investors' attention and the proportion of roadshow growth are all very obvious (especially in the proportion of roadshows. Last year, Q3 began to increase significantly. In the past three quarters, the capital attention of sports projects has increased dramatically, and new entrepreneurial projects are also emerging, showing a pattern of booming supply and demand.

Specific areas to subdivide have the following characteristics:

In the first half of last year, there was a large number of sports fitness applications. Later, people started to open the market from the vertical crowd. The development of sports events, electric games and other fields gave birth to the demand for analysis and forecast of sports events. A flat platform based on data was extended in the field of sports events. The IP threshold of big sports events was high, and entrepreneurs began to arrange amateur and minority IP.

Although individual experience is different, on the whole, China's sports consumption market, which has undergone profound changes, carries people's yearning for a better life. According to the National Bureau of statistics, in July this year, China's consumer confidence index was 119.7, 12.6 points higher than the average since 2012, and is close to 120 again.

In short, with the advent of the sports year, driven by policies, capital and consumption demand, the new sports retail industry will usher in a rapid development in the next ten years, and will also contribute to the development of the Internet sports industry. Internet + sports still have vast space.

Online and offline, from confrontation to integration.

Data show that in the past 2012-2016 years, China's sports industry output value and added value in five years average annual compound growth rate were 18.94% and 19.87%, much higher than the GDP growth rate in the same period. In 2017, the total scale of sports industry exceeded 2 trillion and 100 billion yuan, with an added value of 712 billion 500 million yuan.

According to the analysis of the China Industrial and Commercial Research Institute, under the guidance and support of the national policy, it is predicted that the total output value of the sports industry in the mainland can be successfully achieved by breaking through the target of 3 trillion yuan by 2020. By 2022, the scale of the sports industry will be more than 3 trillion and 500 billion yuan, and the added value will reach 1 trillion and 140 billion yuan.

Such a tempting market, the major brands are naturally flocking to it.

Nike, Adidas and other first-line sports brands usually encounter 30 percent off or 25% off of their shopping malls, but in the face of double 11, the big names also put down the attitude of high cold.

On the Tmall platform, Nike was as low as 50 percent off and Adidas was 99 yuan. Puma said it was "more than 50 percent off", and its domestic brands were more generous. For example, Anta launched a "grab half price", and Lining launched "robbing second half price" activities.

Entering the major brand product pages, it is found that these slogans are really not virtual, that is, as low as 50 percent off. The hot money running shoes and sportswear are basically set at 50 percent off, and there are many "small moves" to attract consumers to make quick moves.

The online promotion of outdoor sportswear came earlier in the subcategory of sports shoes and clothing.

In addition to launching a strong preferential policy on Tmall platform, some outdoor brands such as Pathfinder and wolf claw began to reduce sales in late October in some shopping software that sells genuine and special products.

Now climbing the ski climbing season, the assault clothing, warm climbing shoes, sweaters and ski gloves are also selling well. With the help of new retail sales, some of them have become explosive loans.

New retail is a new business mode, not just the electronic business platform, nor does new retail mean electricity supplier. Just on the data, the retail business of electric business has a slight advantage, but it does not mean that the big ship with the electricity supplier will be able to reach the other side smoothly.

If we carefully observe the trend this year, it is not difficult to find out the offline promotion efforts under the new retail mentality. Because the passion for shopping between 11 people is not just for one day, but for some time.

From this year's perspective, the strength of the sports brand is 11 times below that of the online promotion time card to 11 zero.

Many front-line sports brands have launched promotional campaigns in stores before double 11. A forum netizen "Angelica" post, soliciting the promotion of local shopping malls, all the time, many netizens in the country are drying out local sales promotion information.

"Beijing Sanlitun Adidas, the original price of 800 yuan cross belt hot money small white shoes are now only selling 365 yuan."

"Nanjing ocean department store, Adidas clover shellfish sneakers are only three hundred or four hundred after the discount. Look at all kinds of rules and regulations on the Internet and get a headache.

"Hangzhou West Lake Yintai, ADI, Nike all half off, 365 members folded 10%."

"Guangzhou Shawan Liyuan Xintiandi, Nike, ADI, CONVERSE and Skech discount! Nike's full court discount, break the price, enjoy two pieces twenty percent off. ADI will enjoy 400 minus 100700 minus 2001000 minus 300. It's really cheap. I bought my mother a pair of ADI shoes. I bought myself a pair of trousers (clover), a sweater (clover) with all wool, and only spent more than 700. ...

DDT's latest report on the technology innovation and landing thinking of retail industry believes that the emergence of new formats and new species stems from the continuous promotion of online and offline integration, as well as the spanformation and upgrading of traditional retail enterprises.

Under the new retail environment, these new formats, which are multi-channel, multi service, centered on demand and experience, and technology driven, will continue to have an impact on the retail industry and are expected to become an important attempt to lead the spanformation of the retail industry.

It can be seen that compared with online "moving fingers payment, goods at home", shopping in the mall is slightly more troublesome, but because it can be tried and tried, plus goods can be taken away directly, it also attracts many friends who like to go shopping and join the line of double 11 shopping.

Yang Jirui, President of the China Consumer Economics Association, believes that the core of new retail is to promote the integration process between online and offline, so that the online force and the physical store terminal under the line can form a real sense of resultant force, so as to achieve the optimization and upgrading of the two dimensions in the commercial dimension, and promote the comprehensive spanformation of the era of price consumption to the era of value consumption.

It should be said that the sports industry from the virtual economy to the real economy, has found online and offline integration of business mode, not only changed the public's living habits, but also enriched the target consumer groups consumption channels, more convenient and convenient consumption.

At present, solving problems through the Internet has become a habit for young people to think. The cluster effect and market difficulty faced by the new retail sports reform are also testing the wisdom of the operators.

More interesting reports, please pay attention to the world clothing shoes and hats net.