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Consumption Data Show That Clothing Sales Offline Stores Are Still The Main Purchasing Channel

2022/5/25 13:36:00 0

Recently, lululemon, a sportswear brand, has been fined more than 80000 yuan for "shoddy goods" and has been on microblog hot search. Sports shoes and clothing are daily necessities, and their quality and price are concerned by many consumers. The development status and market research and analysis report of China's sports shoes and clothing industry in 2021 released by iimedia Research (AI media consulting) conducted a survey on China's sports shoes and clothing market.

01. A comparative survey of men and women consumers of sports shoes and clothing in China

The data shows that the proportion of female consumers in China's sports shoes and clothing market is slightly higher than that of men, accounting for 50.6%. In addition, domestic brands are the first choice for consumers in various consumption scenarios of sports shoes and clothing. AI media consulting analysts believe that because female consumers often play the role of buying clothes for family members, their expenditure and frequency in this respect are slightly higher than that of male consumers.

02. Investigation on the use scenarios and purchase frequency of sports shoes and clothing in China

According to the data, 50% of consumers prefer to wear sports shoes and clothes in most daily scenes, and more than 40% of consumers are used to buying sports shoes and clothes in the new season.

AI media consulting analysts believe that the life penetration of sports shoes and clothing benefits from its expanding leisure label in marketing; Secondly, the rapid increase of home office situation affected by the epidemic situation further increases the demand for comfortable clothing such as sports shoes and clothing.

03. Information channels of sports wear in China

According to the data, the channels for consumers to obtain sports shoes and clothing information are mainly online. Among them, 47.7% of consumers will choose to obtain information on the official website of the brand, and 39.4% of the consumers will obtain information on the social platform. In terms of purchasing channels, offline physical stores and integrated e-commerce platforms are the two most popular ways of purchasing.

AI media consulting analysts believe that with the popularity of online shopping, online shopping for sports shoes and clothing has gradually replaced the mainstream channel, but the rise of new retail in recent years may make offline channels return to the track.

04. Survey on average consumption price of sports shoes and clothing in China

The data shows that the average consumption price of sports shoes and sportswear is closely related, with 200-400 yuan as the main price range, accounting for more than 36.0% of the total. AI media consulting analysts believe that with the functional differentiation of sports shoes and clothing and consumers' higher requirements for the quality of life, the average price of sports shoes and clothing products is expected to further expand.

In recent years, thanks to the promotion of consumers' health awareness and the continuous expansion of sports loving groups, China's sports shoes and clothing industry has maintained rapid development. Enterprises should pay more attention to the quality of sports shoes and clothing while expanding, and insist on providing good quality products for consumers.