Fast Fashion Is Not As Good As Sports And Fitness.

Remember the fanaticism of the fast fashion in China, the minimalist style of decoration, the full range of life categories, and the affordable prices. Almost every shop that goes through such a shop wants to go in and buy something.

However, after 2010, the fast fashion market in China showed a red sea. A large shopping mall, maybe you just met Muji and turned around to meet H&M. You can see a hot air HOTWIND around the circle. The brand of fast fashion is more and more weary.

In the past two years, the popularity of China's fast fashion brands is much worse than before. New Look, Forever 21 and Esprit have been defeated in succession, whereas sports brands are beginning to "attack" and the attention is rising.

Retail analyst Li Yunyang said that the change of brand is closely related to the change of public consumption habits. Fast fashion, with its fashionable style and fast update, has quickly seized the market. But as more and more tide cards enter the eyes of young people, coupled with the fast fashion in recent years, the quality control has relaxed, so the market performance has gradually declined.

But on the other hand, sports brand has been innovating and breaking through for the past two years under the concept of healthy consumption. It has gradually stepped out of the pressure of inventory in previous years. Many brands keep up with the trend and "capture" a lot of young consumers.

The head sports brand Adidas and Nike naturally do not need to say more. The two big guys have been playing a dominant role in the sports brand. However, the domestic brands such as Lining and Anta are developing very well, and are very popular among young people. The brand attention of lululemon, Bryant and other niche Sports areas are also increasing.

According to the "QuestMobile sports fashion consumer insight report", as of May 2019, the sports and fitness industry's monthly active users exceeded 64 million, and physical fitness has become an important part of national life. Judging from the consumption of sports shoes and clothing on the user line, the group of 31-35 years old accounts for a relatively high proportion of 36.6%. In addition, because of the increasingly fashionable and fashionable design of the products, more female consumers are entering the market.

Huachang securities shows that over the past five years, the size of the domestic sports footwear industry has maintained double-digit growth, with a growth rate of 13.2% in 2019, which is 4% higher than that of the world sports footwear industry. In 2019, the penetration of sports shoes and clothing increased to 12%.

In contrast to the overseas developed countries, the consumption of Chinese consumers on sportswear is still low and has not yet reached the peak. There is still room for huge development in the future.