The end of the epidemic has brought new challenges to all walks of life. According to NINT Ren Tuo data, comprehensive Tmall, Taobao, and Jingdong platform data,
2022 Q1 online children’s clothing/baby clothing/parent -child outfit market size is the largest, reaching 14.9 billion yuan, a decrease of 12.5%at the same time; in 2022, Q1 online children’s shoes/baby shoes/parent -child shoes fell 4.1%to 3.4 billion yuan.
At the same time, consumers buy children’s shoes/baby shoes/parent -child shoes products, which focuses more on Tmall, accounting for 58.6%, followed by Taobao accounting for 33.2%. Despite the children’s shoes market, competition in the industry is still fierce, the development prospects are still attractive in the context of the competition. Sports shoes account for the largest proportion, as high as 48.3%. Among the subdivided categories, the growth of board shoes has increased as soon as 50.1%.
2022 Q1 online children’s shoes insight:
Sneakers accounted for the largest proportion, and the fastest growth of board shoes was 50.1%
Among the children’s shoes, sports shoes have the highest sales, and they are still the favorite of Bao Bao Bao’s heart.
Specifically, the top three children’s shoe categories are as high as 48.3%of children’s sports shoes, half of the children’s shoes market, followed by 15.5%of infant children’s shoes, and 8%of children’s boots.
At the same time, the bones of infants and children are still in the growth period. The requirements of the foot space are completely different from the space requirements of adult shoes. Compared with adult shoe products, the health requirements of children’s shoes products are also stricter. In the choice of children’s sneakers, more consumers pay attention to keywords such as “quality”, “comfort”, and “breathable” of products. You can see that consumers pay more and more attention to product experience.
In terms of growth rates, shes and shoes increased as soon as 50.1%, followed by 14%of shoe accessories. As one of the essential products for skateboarding, shes shoes, especially under the opportunity of the Winter Olympics in 2022, ushered in rapid growth and huge potential. At the same time, in terms of shoe accessories, the more common replaceable decorations of our previously are magic stickers. Now the decoration on the shoelaces and the hanging jewelry of the shoelaces are more popular, including Marvel Iron Man, Captain America, etc. All kinds of IP. In addition, as the seasonal changes and outdoor sports decrease, the market size of parent -child shoes has fallen by 55%, and slippers and cotton shoes have fallen by 53%and 15%, respectively.
Children’s shoes brand concentration is high,
Sports giant Adidas’ performance fell 32.3%
From the perspective of industry development, my country’s children’s shoes market competition is relatively full, and there are more competitors in high, middle and low -end market segments. According to NINT Ren Tuo data, comprehensive Tmall, Taobao, and Jingdong platform data, 2022 Q1 online children’s shoes/baby shoes/parent -child shoes TOP10 brand market concentration is 32.7% The industry is fiercely competitive.
From the perspective of brand growth, although Nike still occupies the top of the children’s shoes and accounts for 7%of the market share, the market share is only 2.1%. Another sports brand giant Adidas’s Q1 online performance was surprising, with a decline of 32.3%. It is worth mentioning that
Balabala children’s clothing not only sat firmly in TOP1, but Balabala children’s shoes are also growing rapidly, an increase of 21.4%year -on -year. Sikecci increased online 6.5%, Dr. Jiang, professional children’s shoes, increased by 12.2%, and Carter Rabbit fell 4.2%.
Not long ago, Nike and Adidas released the latest financial reports. Nike released the third quarter of fiscal year as of February 28th that the revenue of Nike China was US $ 2.16 billion, a decrease of 5%compared to the same period last year. Adidas’s 2021 financial report shows that its sales in Greater China fell 24%in the fourth quarter; in the first quarter of 2022, revenue and operating profits fell. In the first quarter of this year, Adidas revenue reached 5.302 billion euros, compared The same period last year fell by 3%, of which revenue in Greater China decreased by 35%, while revenue from the Asia -Pacific region fell 16%.
The reasons for the performance of market performance in Greater China are not satisfactory. Most of the two international giants attribute the causes to the impact of epidemic conditions and supply shortages. Adidas pointed out in the financial report that the company faces the challenges of supply and demand.
Affected by the blockade caused by the Vietnamese epidemic last year, the company’s supply chain was limited. In the first quarter of this year, revenue decreased by about 400 million euros.
While Nike and Adidas are facing more challenges, the “echelon trends” of local sports clothing companies have become increasingly obvious.
Among them, the Anta Q1 line increased by 46.3%, and Tubu increased by 46.8%;
At the same time, under the strategy of multi -brand development, Anta’s 2021 revenue surpassed Adidas China and ranked second in the global sports brand. The financial report in 2021 showed that Anta’s revenue was 49.33 billion yuan, an increase of 38.9%; 2021 Tsob’s revenue exceeded 10 billion Yuan, an increase of 22.5%; it is reported that Tubu formulated a “multi -brand business model”, which divided into three dimensions: mass movement, fashion movement and professional movement. At the same time, the blessing of Gaozhang Capital will also bring more changes to the brand.
In summary, as a domestic sports brand, Anta, Jubu, and Power still occupy a large market share in the domestic children’s shoes market. Compared with high -priced foreign brands, it has a high cost -effective advantage.
In addition, Yang Dazhen, a strategic expert in China’s clothing industry, believes that from the perspective of the overall performance in the past two years, the demand for the sports market has become saturated. The growth trend of Nike and Adidas, which had a relatively high market share, will also decline. The rise of domestic sports brands in China’s consumer market has also affected the performance of Adidas and Nike. With the improvement of the design capabilities, levels and brand promotion capabilities in China, the advantages of Nike and Adidas will be gradually compressed.