After The Outbreak, The Sports Boom Brings New Opportunities. Analysts Are Optimistic About The Long-Term Value Of Sports Apparel Industry.

Source: China service network

In the living room tiptoe 100 kilometers, recently a Xi'an resident's hard core home fitness has caused the network hot debate. During the epidemic period, the change of national health consciousness has made home movement become a new social trend.

"During the epidemic period, with the enhancement of people's health awareness, it is expected to accelerate the improvement of sports penetration. Under the trend of nationwide sports, the scale of sports industry market is expected to further expand." Talking about the impact of the epidemic on the sports apparel industry, industry analysts told the financial network.

Affected by factors such as terminal retail disruption and people's home segregation, sports goods industry has been affected by some fluctuations in the short term, especially in the field of sports shoes and clothing. However, both the industry and the analysts are optimistic about the long-term value of the sports apparel industry.

The transformation of the national health concept brought by the epidemic and the enhancement of the health consciousness of the whole nation will also bring the potential increment potential to the sporting goods industry.

With the breakthrough of epidemic prevention work and the resumption of comprehensive rehabilitation, under the joint efforts of national policy support and industry innovation management, with the east wind of Tokyo Olympic Games and China Winter Olympic Games, we will welcome the sporting goods industry will be a new future.

　 The long-term value of sports apparel industry is not affected by epidemic situation.

"The long-term value of sports clothing will not be affected by the epidemic. With the continuous introduction of policies and the approaching of the winter games, sports apparel will maintain a long-term growth trend." Hao Shuai, chief analyst of Guotai Junan textile and garment industry, told the financial network.

Affected by the prevention and control of new coronavirus, the retail sales of sports apparel are blocked, and the capacity of textile industry is still in the recovery stage. The normal operation of sports apparel industry has been partly affected, but industry analysts and industry companies all have a happy attitude towards the future of sports apparel industry.

The Pathfinder who specializes in outdoor sporting goods says to the financial network: "from the experience of SARS in 2003, the impact on outdoor products sales during the epidemic period is relatively large, but after the end of the epidemic, the outdoor products industry has ushered in a period of rapid recovery and reversal. The current outdoor industry environment is not exactly the same as that of 2003. But at present, the outdoor products industry in China still has huge room for future development. It is expected that after 2020, it will benefit from the gradual approaching of the Winter Olympic Games in Beijing in 2022 and the gradual increase of infrastructure such as hiking trails, campgrounds and so on. The public will gradually enhance their awareness of outdoor sports and outdoor culture. Participation in the industry is expected to gradually enter a new round of healthy and stable growth after the end of the epidemic.

Hao Shuai, chief analyst of Guotai Junan textile and garment industry, said: "the sale of sports apparel terminals is mainly affected by the closure of stores. With the gradual resumption of stores under the current line, the impact of the epidemic is gradually weakening. In the development of sports related policies and the advantages of the Winter Olympic Games, the long-term value of the sports apparel industry will not be affected. In addition, with the hosting of international competitions such as the Winter Olympic Games, the Tokyo Olympic Games and the European Football Championships, the public's sense of fitness and participation will be enhanced. This year, 6 and July, the national sports fitness may reach a new climax. The development of fitness industry will once again enter the fast lane, and it is likely that there will be a retaliatory rebound.

In addition, Hao Shuai is full of confidence in the long-term growth potential of the sports industry. He told the financial network: in terms of policies, the State Council and the State General Administration of sports have promulgated a number of policies to support the development of China's sports industry. According to the development plan, the total scale of China's sports industry will reach 5 trillion yuan in 2025, and the compound growth rate in the 19~25 years will be around 9.43%. It will get better development. With the approaching of the Winter Olympics, people are paying more and more attention to sports. The major sports apparel brands will also rely on the flow brought by the Olympic Games, enhance brand exposure, shape the brand image and enhance the overall value.

　　 Return to work in a orderly fashion, sports apparel industry under the new opportunities for development

With the promotion of epidemic prevention and control work, the epidemic situation in the whole country has been greatly improved, and all industries are recovering gradually, and the recovery of sports apparel industry is also orderly.

The major sporting goods companies are also taking measures to overcome difficulties. While promoting the resumption of work, they are also trying to cope with the situation of blocked sales under the line by strengthening the way of selling electricity providers, so as to maintain the normal operation of enterprises during the epidemic.

In the face of the epidemic, the company responded quickly and actively, and strengthened the health protection for the workers in the timely provision of epidemic prevention supplies and epidemic prevention culture. Meanwhile, the online information office was launched in February 5th to ensure the orderly operation of the daily operation and management. Outdoor sports products business Pathfinder said to the financial network.

In terms of product sales, Pathfinder said: we have made full use of the new marketing tools such as WeChat applet, jitter, and the resources of the three party platform, such as Tmall, to strengthen the live marketing and other ways to reach consumers and promote the development of online businesses.

Since February 10th, all sports shoes and clothing enterprises have fully recovered their operation of their own factories and offices. In February 20th, they announced that the retail outlets outside Hubei will gradually resume operation before the end of February. In order to alleviate the impact of terminal sales, 360 degrees will transfer sales to e-commerce platform, and launch the call of full staff marketing, increase WeChat small program and other ways to strengthen online marketing.

XTEP International announced that its retail stores, factories and offices were partially restored to operation in February 10th and transferred to the e-commerce platform to reduce the impact of the epidemic.

Anta sports announced that as of February 14th, 40% of the stores had resumed operations, and strengthened the sale of electronic channels, and achieved some results.

Industry analysts are also optimistic about the resumption of sports apparel industry.

Hao Shuai, chief analyst of Guotai Junan textile and garment industry, told the financial network that the impact of the sale of sportswear terminals is mainly from the closure of offline stores, but the terminal stores have gradually opened up, and the impact of the epidemic will gradually weaken. The opening of stores will greatly alleviate the impact of the epidemic on offline retail.

In addition, Hao Shuai held a positive view on the online operation activities of the sports brands during the epidemic. He said: "during the February, the amount of live watching of the Internet campaign has increased significantly, which is a good opportunity for the sports apparel industry, and sports brands such as Anta and" 31st "have also seized this opportunity to interact with consumers and launched some online fitness teaching activities. Move to enhance brand influence.

In addition, the improvement of the national health consciousness during the epidemic period has undoubtedly brought potential market opportunities to the sporting goods industry.

"The epidemic is expected to accelerate the promotion of sports penetration. Under the catalysis of the epidemic, the public's health awareness has been significantly improved, and the number of physical exercise will obviously increase. In the long run, this trend is expected to continue after the outbreak of the epidemic, and the trend of nationwide fitness and national sports is expected to be formed in the society, which will bring a lot of opportunities for sports industry and sports industry. Market size is expected to further expand. " Hao Shuai, chief analyst of Guotai Junan textile and clothing industry, said.

Pathfinder also said: "after the outbreak, the national health awareness will be further strengthened. At present, the domestic outdoor products industry is still in the initial stage of the industry growth. Compared with the developed countries in Europe and America, the potential market for domestic outdoor total market share and per capita outdoor consumption is huge. After the end of the epidemic, the industry is expected to gradually enter a new round of healthy and stable growth.

　　 A number of policies to boost the rapid recovery of the sports industry

Faced with the short-term impact of the epidemic on the entire sports industry, the State Sports General Administration has issued a number of policies to promote the rapid recovery of the sports industry.

On February 26th, Peng Weiyong, deputy director of the State Sports General Administration's economic department, held the news conference of the State Council on the joint prevention and control mechanism of the new crown pneumonia on the same day, said: the epidemic has caused an impact on the sports industry. The General Administration of sports has taken measures in the following aspects: first, the pilot work of the national sports consumption city is carried out. We need to accelerate the development of security policies and open natural resources to promote the reform of the association and release more sports resources. The two is to encourage innovation support policies, including increasing government procurement, using sports industry to guide funds, and arranging special assistance funds. For example, Shanghai recently launched 12 support measures, including competition subsidies, the reduction of venues rent and so on, and is very "hard core". Three is to encourage enterprises to innovate and develop new technologies such as big data, cloud computing, artificial intelligence, 5G, block chain and other new technologies to cultivate digital sports, online fitness, online training and other new formats. Cultivating new models and new formats of sports industry will help upgrade and upgrade sports industry.

The sporting goods industry also hopes to get support from the government and large enterprises in terms of taxes and fees and property costs.

The Pathfinder said to the financial network: "we hope that we can get more support from government agencies and large enterprises in terms of tax rebate, lower cost of enterprises, and short term relief of property prices."

Hao Shuai, chief analyst of Guotai Junan textile and garment industry, said: "in the face of the impact of the epidemic, the sports apparel industry needs three main support: first, to advocate home sports and to stimulate the demand for sportswear; two, to make preparations for increasing sports after the outbreak, and to increase investment in sports infrastructure; Three, take the Winter Olympic Games and the winter games as an opportunity to promote the subdivision competitions. At present, the policy has given a lot of support to the sports industry, and the continued introduction of these similar policies in the future will form a great positive effect on sports enterprises.