CHINA FASHION BUSINESS

▼The following discussions in the Leng Yun Fashion Circle are discussions and summaries on industry issues. These sharings are the crystallization of collective wisdom. (They do not represent Leng Yun’s personal views). It is hoped that more industry professionals can benefit from this approach!

Trends in Fitness and Sports Projects

1.The fitness industry is heating up, with more players entering.

The fitness and sports industry has shown a rapid development trend in recent years. A Yunyou who has been engaged in fashion design and planning for 4 years pointed out that although there are already a large number of outdoor sports-related plans on the market, the content in the fitness field is relatively scarce. In her view, fitness should not only include gym exercises but also urban convenient sports projects such as running and ball games.

In terms of market players, some companies originally focused on luxury marketing have also begun to lay out the sports industry. For example, a marketing company with a presence in Beijing, Shanghai, and Singapore has actively expanded its Li Ning brand (including China Li Ning and Li Ning Golf) and marathon-related businesses while maintaining traditional businesses such as jewelry, watches, and fashion products.

Educational institutions in industrial cluster areas such as Haining, Zhejiang, are also actively exploring the integrated development of sportswear, outdoor industries, and education.

2. Strong guidance and support from national policies

The support from policy levels has been continuously increasing. At the national level, goals such as building a sports power and strengthening youth sports have been put forward, and local governments have implemented them through specific measures.

For example, Shanghai has introduced coupons for ball sports venues (ranging from -2 to -3 yuan), and governments across the country have organized marathon events with civil servants taking the lead.

During the Two Sessions, social platforms were used to advocate for national health, and even light diet recipes were released for guidance.

These policies have driven participation across different age groups, especially the post-70s entrepreneur group, which has actively participated in sports such as marathons and tai chi in the past five years. Health-preserving courses such as Baduanjin and tai chi have also been added to talent training programs.

3. Generational differences

However, obvious generational differences currently exist. The physical fitness of post-90s and post-00s is generally worse than that of post-70s and post-80s, jokingly referred to as “fragile college students.” This phenomenon is not only related to work pressure and overtime culture but also stems from a lack of physical activity and group games from childhood. It has been pointed out that the two main reasons for job resignation among contemporary young people—physical exhaustion and interpersonal obstacles—are closely related to the lack of exercise and social interaction in childhood.

4. Diversification of exercise methods

Exercise methods have shown a diversified development trend. In addition to marathons, projects such as hiking, badminton, and table tennis are widely popular.

Amateur hiking activities in the Jiangsu-Zhejiang-Shanghai region have unique characteristics, with participants usually taking three to five hours to walk leisurely with stops.

Night running is highly favored as a stress-relief method, although professional advice suggests that exercising at noon or in the afternoon is more appropriate.

5. Smart fitness workouts have become a hit product

In terms of sports equipment, smart fitness mirrors (such as FITURE) have received praise for their convenience and functionality. This product not only provides live-streaming courses but also enables movement correction. Some users have stated that this is the product they use the most frequently after purchase.

This online exercise model can be traced back to earlier TV aerobics programs such as “Follow Me Every Day.” However, most people still prefer offline exercises, believing that contact with the real world brings a greater sense of relaxation.

6. More diverse brand marketing methods

Multiple innovations have emerged in brand marketing. The Bebe Jia brand has made a comeback, and LULULEMON has invited silver-haired individuals to shoot yoga advertisements, breaking age barriers.

Athlete endorsements have become increasingly important. For example, swimmer Wang Shun has endorsed HOKA shoes, and athletes such as Sha Sha and Quan Hongchan have also received significant attention. The popularity of cycling has driven the sales of related products, with approximately 30% of young people purchasing cycling equipment last year.

In places such as Jiaxing, Zhejiang, there are even post-70s motorcycle clubs, although post-80s and post-90s participation is relatively low.

7. Fierce brand competition

The market landscape of sports brands is rich and diverse. Nike has maintained a stable market position, while Li Ning has gained new vitality through its national trend series, with T-shirts priced at 299 yuan showing high cost-effectiveness.

DESCENTE has gained recognition for its skiing and outdoor sports genes, while MONCLER maintains its high-end market position through annual collaborations with 5-6 designers.

Affordable categories such as 79-yuan yoga pants on the Taobao platform also have their own niche markets.

8. Emergence of niche markets

Consumer behavior has shown a trend of segmentation. Women prefer yoga pants, while men favor sports shorts, shoes, T-shirts, and protective gear from brands such as DESCENTE, DECATHLON, and UNIQLO. The children’s market is dominated by hard-shell jackets and sun-protective clothing, while the elderly population focuses on comfort, especially in sports footwear.

This development trend reflects the integration of sportswear and fashion from a broader perspective. This trend began with sports fashionization around 2000, and now it has evolved into fashion sportification, indicating that the industry is entering a new development stage.

Industry Formats

With the deepening socialization of sportswear, such clothing is no longer limited to sports scenarios. Since 2000, workplace attire has gradually trended toward casualization, fashion brands have begun to lay out sports fashion lines, and sports brands have always maintained this tradition of cross-border experimentation. Recently, frequent co-branding collaborations between sports brands and streetwear brands have become mainstream fashion, whereas such styling was previously considered “unsightly.”

1. Consumer needs range from amateurs to professionals

In the selection of personal sports equipment, consumers exhibit different levels of needs. Some focus on basic sports equipment such as badminton rackets and choose popular models suitable for daily casual sports.

There are also professional athletes who use special equipment during training, such as using 1-kilogram sandbags for weighted training while practicing tai chi.

Some badminton enthusiasts feel that the intensity of ordinary matches is insufficient and take the initiative to tie sandbags to increase training intensity. This act of self-imposed pressure not only demonstrates the pursuit of exercise effects but also reflects the tacit understanding among sports partners.

2. Government subsidies

In terms of policy support, the government is implementing equipment purchase subsidy policies for teenagers, with a focus on supporting schools in related fields. However, in addition to the explicit market of youth education, there are multiple potential consumer groups with huge untapped potential.

3. Do not only focus on young people; the silver-haired and blue-collar classes are also worthy of attention

The silver-haired market is one such example. Although it has a large market size, domestic brands pay insufficient attention to it, leaving many unexploited markets.

Leng Yun also mentioned another group worthy of attention: blue-collar workers, whose functional requirements for clothing are quite similar to those of athletes. This group includes multiple industries such as automotive manufacturing, construction manufacturing, forest loggers, and farmers. Their work not only requires physical strength but also professional technical support. For example, jobs like carpentry cannot be qualified without systematic learning, and computer-operated equipment in modern production has further increased the technical threshold.

4. The essence of involution is that everyone is making homogeneous products

However, the current market exhibits a “follow-the-trend” phenomenon, with most enterprises chasing the mainstream market, believing it to be “easy to sell.” This seemingly correct mindset has led to excessive market competition. In contrast, developing niche markets may contain greater opportunities for development. Some enterprise teams have begun to specially discuss niche market strategies, attempting to find new breakthroughs in highly competitive markets.

Although a unique market strategy may seem more challenging, it is precisely because many consumer needs remain unmet that it may become a development opportunity for enterprises. Instead of swarming into the mainstream market lured by quick profits, it may be true business wisdom to calmly deeply cultivate specific niche fields.