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当前位置: 艾媒报告中心 > 纺织服装 > 鞋帽

本报告研究涉及企业/品牌/案例:Air Jordan,Yeezy,Stock X,毒app,咸鱼,Nike,特步,安踏,李宁,耐克,阿迪达斯,彪马,斯凯奇,亚瑟士,361度,安德玛,锐步,淘宝,ebay ,amazon,切克,识货,支付宝,网易考拉,京东,蜂潮,当当,聚美优品

全民健身热潮带动全球运动消费增长,运动鞋作为运动消费其中一个消费热点,也取得较为亮眼的成绩。自2010年起,全球运动鞋市场规模稳步扩张,预计2019年市场规模将达到1684.7亿美元。而随着消费升级、消费金融等的不断发展,球鞋二级市场成为青年群体新的金融场域。消费者对球鞋二级市场的关注点在于球鞋本身在缓震、耐磨、抓地力和稳定性等方面的表现。目前,Nike全品牌整体溢价较高,溢价幅度超58%。但是,球鞋溢价幅度大、普通消费者难辨真伪等因素刺激了大批无良厂商仿制球鞋,假鞋产业链不仅能仿制裸鞋,甚至有专门的正品球鞋鞋盒交易者。艾媒咨询分析师认为,球鞋二级市场真假鞋混杂,“散户”消费者对球鞋的鉴别不够专业,要承担较大的交易风险。而当前球鞋二级市场的非正常溢价比例会形成较大的行业泡沫,影响整个行业生态。

The national fitness craze led to the growth of global sports consumption, sports shoes as one of the consumption hot spots, but also achieved more bright results. Since 2010, the global sneaker market has been expanding steadily, with a market size of $168.47 billion expected in 2019. With the continuous development of consumption upgrading and consumer finance, the secondary market of shoes has become a new financial field for young people. Consumers focus on the secondary market of shoes in the performance of the shoes themselves in slow shock, wear resistance, grip and stability. At present, Nike's overall brand premium is higher, with a premium of more than 58%. However, the high premium range of shoes, ordinary consumers difficult to distinguish the authenticity and other factors to stimulate a large number of unscrupulous manufacturers imitation shoes, fake shoes industry chain can not only imitate bare shoes, and even have a special genuine shoe box traders. iiMedia Research analysts believe that the secondary market of shoes real fake shoes mixed, “retail“ consumers on the identification of shoes is not professional enough, to bear a greater trading risk. At present, the abnormal premium ratio of the secondary market of shoes will form a larger industry bubble, affecting the ecology of the whole industry.

本报告研究涉及企业/品牌/案例:耐克、阿迪达斯、彪马、茵宝、新百伦、优斯宝、Errea、胡默尔、Romai、乔丹、安德玛、亚瑟士、阿瑞娜、美津浓、李宁、安踏、361°、斯凯奇、卡帕、特步、匡威、骆驼、探路者、迪卡侬、北面、狼爪、哥伦比亚、乐飞叶、始祖鸟、土拨鼠、猛犸象、凯乐石、巴塔哥尼亚、南极人、伯希和、菲尼克斯、高得运、迪桑特、诺诗兰、拉斯珀蒂瓦、日高、LOWA、第一户外、迈途、斯卡帕、悍途、锐步、斐乐、淘宝、识货、虎扑、YOHO有货

在2016年里约奥运会中,国产运动鞋服品牌赞助奥运会大型赛事赢得口碑,其中有三家国产品牌跻身前十。运动鞋品类及颜色的选择在性别分布上存在差异:童鞋以及青少年鞋最受女性消费者青睐,篮球鞋、足球鞋等运动必需品最受男性消费者喜爱;黑色运动鞋为男女性消费者的首选。艾媒咨询分析师认为,在运动鞋服市场竞争加剧下,国产品牌应加快提升科技实力,重视科技研发,将新材料、新工艺不断引进运动鞋制造中。

In the 2016 Rio Olympic Games, the domestic brand of sportswear sponsored the Olympic Games to win word-of-mouth, among which three domestic brands ranked among the top ten. The choice of sports shoes and color varies in gender distribution: children's shoes and youth shoes are most favored by female consumers. Basketball shoes, soccer shoes and other sports essentials are most popular among male consumers; black sports shoes are the first choice for male and female consumers. iiMedia Research analysts believe that in the intensified competition in the sportswear market, domestic brands should accelerate the upgrading of scientific and technological strength, attach importance to scientific and technological research and development, and introduce new materials and new processes into the manufacture of sportswear.


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