Nowadays, sports have gradually become a trend in China, especially many young people born in the 1980s and 1990s prefer to invite friends and colleagues to exercise together. Sportswear companies are seizing the opportunity to develop products aimed at young consumers and accelerate online distribution. At the same time, offline stores were upgraded, and they successively entered large shopping centers with better experience, hoping to gain more market share.

The young generation has become the main consumer sports apparel industry ushered in development opportunities

Miss zhang is a work in xiamen after 90, the reporter saw her, she is a shopping center stores for himself and his family selection can be used to do yoga and jogging suits, miss zhang told reporters that around like her young people prefer this kind of clothing, not only can wear when fitness, leisure time with friends at ordinary times can also wear at the party.

Ms. Zhang: I basically change a batch of this sporting goods, these clothes and shoes every quarter, because I do yoga now.

For example, in order to meet consumers' demand for product quality, shopping environment, service and other aspects of experience, enterprises have upgraded their stores to enter the large shopping center.

Zhu mingjie, senior vice President of 361 degrees group: we have been paying a lot of attention to millennials in the 80's and 90's. For example, we have invested in e-sports recently and launched a series of creative products around them, hoping to have more in-depth communication with young consumers and attract more young people to participate in the movement through e-sports as an entry point.

Li qitebu (China) co., LTD., senior vice President: in the past two years, the integration of urbanization has been accelerated. I found that many large shopping centers can be found everywhere in third-tier and fourth-tier cities and even first-tier and second-tier cities.

In addition to the offline layout, many sportswear enterprises also increase their investment in e-commerce in the hope of gaining more market shares according to the fact that young people prefer to buy products online.

Li ling, vice President of anta sports products co., LTD. : in the past two years, the growth rate of our e-commerce business unit has been very fast. In terms of the development speed, it has maintained a high double-digit growth.

According to the "China sports apparel industry market foresight and investment strategic planning analysis report" released by the qianzhan industry research institute statistical data shows that from 2012 to 2017, China's sports apparel industry market size has been expanding, with an average annual compound growth rate of 6.5%. In 2017, the market size of China's sports apparel industry exceeded 100 billion yuan, 104.5 billion yuan, with a year-on-year growth of 9.77%. According to preliminary estimation, the market size of China's sports apparel industry will reach around 114.7 billion yuan in 2018, with a year-on-year growth of 9.76%.

Research and development to enhance the more functional and fashionable sportswear

In recent years, with the continuous improvement of people's living standards, consumers not only pay attention to the functionality of sports apparel, but also pay more attention to the beauty of clothing. Some powerful sports apparel enterprises grasp the market consumption trend, increase investment in research and development, design both sports functional and fashion elements of sports apparel, make the enterprise more core competitiveness.

Reporters visited a number of sports apparel enterprises learned that in recent years, enterprises have increased investment in research and development, scientific and technological innovation and application. In the research and development department of a sports apparel enterprise in xiamen, fujian province, the reporter saw some subjects wearing running shoes under development, with reflective signs on their bodies, running tests on professional runways. Researchers with the help of infrared motion analysis system, testing the subjects running joint movement and stress, through the analysis of scientific data, so that the final developed running shoes with better shock absorption, rebound and other functions.

Zhang deventer (China) co., LTD. R&d center director:

Our running shoes need good shock resistance, good support and rebound performance to help our runners avoid sports injuries, improve the running comfort and can improve his running performance. Through all kinds of tests, research and development, we hope to optimize our shoes.

At a sample manufacturing workshop in jinjiang, fujian province, researchers are working on a waterproof running shoe. It is understood that the production of each sample not only needs to collect all kinds of data such as rebound, shock absorption, but also carefully select the right fabric, through the research and development team repeatedly test, meet the requirements of the batch to the market. With the depth of fashion and sports, sports clothing fashion has gradually into the trend, some powerful sports clothing enterprises set up the design team led by international designers, these designers and r&d department collaborate to develop sports apparel has both the functional sex of the movement, and can satisfy the fashion sense of daily travel.

Marmot hummingbird is a bird with very high flying skills and endurance, so it fits very well with the attributes of our professional running shoes. So we will find an American fashion designer, and we will integrate the fashion elements of this bird into our professional products.

Sportswear companies are launching a global presence in overseas markets

Driven by social factors such as national fitness, China's sports apparel industry has entered a period of rapid development. However, the implementation of the "One Belt And One Road" initiative has brought new development opportunities to sportswear enterprises. Many of them are aiming at overseas markets, and even use mergers and acquisitions to layout the global market. What are some of the new trends in sportswear overseas? Let's see.

Recently, the consortium headed by anta officially announced that it acquired all the shares of yamafen sports, a famous Finnish sports goods company, at a price of up to 4.66 billion euros, in which anta sports owns 57.95% of the shares of the joint venture. It is known that yamafen sports products are mainly sold to Europe and the United States, the Middle East, Africa and Asia Pacific and other countries and regions.

Li ling, vice President of anta Sports products co., LTD. : Amer Sports will join anta group as a Sports products group after all the acquisition process is completed, so this is a very important step in our internationalization process.

It is known that with the increasing influence of Chinese sportswear brands in the international market, powerful sportswear enterprises begin to seize the new opportunities brought by the "One Belt And One Road" initiative to expand overseas markets. Chinese sportswear brand 361 degrees' status as an official supplier to the Rio Olympics has helped boost its presence in South America. Brazil now has the world's largest number of overseas outlets at 361 degrees. 361 degrees has 1,316 sales outlets in Brazil, 986 in the United States and 518 in Europe, according to the 2018 semi-annual report released by 361 degrees.

Zhu mingjie, senior vice President and chief marketing officer of 361 degree group: actually, 361 has made the layout in advance as early as four or five years ago. In 2014, we specially set up a commodity team overseas to research and develop the top professional running shoes. In fact, our products have already entered the global markets of Europe, South America, North America, Asia and even Australia.

The reporter visited a number of enterprises and learned that, with the improvement of product quality, in recent years, the recognition of domestic sportswear in emerging markets, especially the southeast Asian market, has become increasingly high, which made some sportswear enterprises begin to increase their efforts in the layout of emerging markets.

Over the past three years, we have seen very rapid growth in the southeast Asian market, with sales growth of more than 100 percent due to the relatively high level of consumer similarity and the so-called affinity of Asian brands, said li qitebu, senior vice President of China.

Steady performance of sports apparel sector investment opportunities can be expected

In recent years, with the improvement of health awareness, people's enthusiasm for sports participation has significantly increased, and the sports apparel industry has also ushered in development opportunities, and companies with certain competitiveness have achieved steady growth. So how should investors grasp the investment opportunities brought by the development of sports apparel industry? Expert analysis.

From the perspective of the performance concerned by investors, most of the leading sports apparel listed companies are concentrated in Hong Kong stocks. Among them, the semi-annual net profit of anta sports in 2018 is 1.95 billion yuan, up 34% year on year. Li ning 2018 semi-annual net profit of 270 million yuan, up 42% year-on-year; 361 degrees 2018 semi-annual net profit of 340 million, up 5% year-on-year; Uber international expects 2018 net profit to rise 50 percent to 60 percent year-on-year. Among the a-share listed sportswear companies, bialyn expects its 2018 net profit to increase by 40% to 50% year-on-year. Sanfu outdoor expects to return to profit in 2018 with a net profit of 3 million yuan to 8.5 million yuan. From the beginning of 2018 to February 13, the overall market value of major sportswear listed companies rose by 17.59 percent, while the Shanghai composite index fell by 17.72 percent during the same period, with the sector outperforming the Shanghai composite by 35.31 percentage points, according to data from vander.

Hao shuai guotai junan securities textile and clothing industry chief analyst: from this share price performance, they are very strong performance, the main reason is that now the domestic sports apparel leading enterprises, compared with the foreign valuation level, it is quite a low valuation level. With the gradual strengthening of the competitiveness of domestic enterprises. The market, especially for investors on the leading enterprise valuation is a certain repair, as the future of this industry continues. Investment sentiment across the sports industry will remain high, including as we approach the winter Olympics.

Industry analysts believe that sports apparel sector investment opportunities can be expected. Investors can focus on product design, store display and with international first-line brand in such aspects as management level to achieve the same level of domestic leading enterprises, on the other hand also can focus on some do well in the sports and fashion track segment of small molecule industry leading, the enterprise growth speed and space is good, can bring bigger flexibility to corporate earnings.

Guo bin, senior analyst of textile and garment industry of tianfeng securities: generally speaking, sportswear has a relatively high level of popularity in the sub-sector of apparel, but it will also face some industry adjustment risks. For example, the overall development of the sports industry is not as expected, which will exert pressure on the growth rate of sportswear consumption. We advise investors to avoid companies with small market values and relatively high valuations. In addition, from the perspective of operational indicators. Companies with better cash flow and inventories will be better able to withstand the risk of an overall industry correction.