Compared with the competition and confrontation of traditional sports, more relaxed and spontaneous sports such as jogging, cycling, Frisbee, etc. are changing women's lifestyles by joining group exercise classes with friends after work. More and more women are going to the gym and outdoors to pursue health and beauty.
But for a long time, the sports footwear and apparel market has been insufficient to satisfy the demands of women's sports aesthetics. Neglected needs mean opportunities in the market. That's why we see that lululemon is able to make women's yoga trousers a $49 billion business, and NIKE is starting to provide innovative designs and unique styles for women. NIKE started to provide innovative designs and unique styles for women. Anta also actively supplemented the layout of women's business segment and began to explore the huge potential of the women's market.
What kind of sports equipment do Chinese women need?
Domestic female sports groups have grown rapidly in recent years, gradually becoming the main force in the sports consumption market. According to the China Fitness Industry Data Report 2022, the proportion of female athletes is as high as 62 per cent. Although in the past two years, more and more new female sports brands have begun to appear on the market. However, for the majority of female consumers, purchasing sportswear is not just about functionality, but also has emotional values such as 'pleasing oneself' and feeling more confident and happy in wearing it.
Distinguishing themselves from hardcore professional type sports, they don't 'roll with the parameters' but are more concerned with budget, and whether the product design looks good and feels comfortable.
