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Analysis on the development situation of China’s sporting goods market

From the perspective of industry development, 2001-2011 is the fastest growing decade of domestic sporting goods, basically maintaining double-digit growth, and the Olympic boom and the local sports brands around 2008 (Anta, Li Ning, Peak, 361 degrees, Xtep) landed in the capital market and became the symbol of its peak.

In the “2016-2020 China Sporting Goods Industry Investment Analysis and Forecast Report”, CIC Consultant mentioned that with the rapid increase in the penetration rate of sporting goods, the demand momentum is slowing down, the supply and demand situation of the industry is unbalanced, and the sports goods market is from 2012. In the beginning of the year, it entered the cold winter, and the large-scale closing of the store and destocking became the norm in the industry. For the leading local brands such as Anta, Li Ning and Xtep, there was a dilemma in the sharp shrinkage of stores and declining performance. For example, Li Ning, which has the largest decline in business, only opened 1,821 stores in 2012, and the store size dropped by 22.1% year-on-year, resulting in a 27.4% decline in revenue for the year.

After two years of adjustment, the sporting goods market has shown signs of recovery since 2014. The establishment of the local leading brand management as a turning point has established a positive sign, regardless of the inventory scale or terminal discount level. The industry has basically stepped out of the inventory crisis and re-emerged. vitality.

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