艾媒咨询|2021年中国运动鞋服行业发展现状与市场调研分析报告

本报告研究涉及企业/品牌/案例：华利股份，申洲国际，安踏，李宁，特步，361°，阿迪达斯，迪卡侬

2021年5月7日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research (艾媒咨询) 发布《2021年中国运动鞋服行业发展现状与市场调研分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国的运动鞋服产业进行了全面分析，并且对产业链上中下游，特别是中游加工环节和下游用户行为进行了深度调研，并提出了趋势预判。
On May 7, 2021, iiMedia Research, a world-renowned third-party data mining and analysis organization for the new economy industry, released the "2021 China Sports Footwear Industry Development Status and Market Research Analysis Report". Based on the basic data of iiMedia Data Center, iiMedia Consulting Business Intelligence Database, and iiMedia Business Opinion and Public Opinion Data Monitoring System, the report conducted a comprehensive analysis of China's sports shoes and apparel industry, and conducted a comprehensive analysis of the upper, middle and lower reaches of the industrial chain, especially the middle and downstream processing links. Downstream user behavior was investigated in depth, and trend predictions were put forward.

艾媒咨询｜2022-2023年中国运动鞋服行业发展现状与市场调研分析报告

数据显示，中国运动鞋服消费者中，一二线城市的消费者比较频繁购买，中高收入群体比例较高，其购买诉求主要为日常穿着。购买运动鞋时消费者最主要的考虑因素为功能和舒适度；购买运动服时消费者最主要的考虑因素为舒适度。

艾媒报告|2019中国运动鞋服产业竞争态势与行业发展大数据分析报告

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.

艾媒咨询｜2024-2025年中国运动鞋服市场运行状况及消费需求数据监测报告

近年来，中国运动鞋服市场保持持续增长态势。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国运动鞋服市场运行状况及消费需求数据监测报告》显示，2023年中国运动鞋服市场规模已跃升至4926亿元。这一显著增长背后，国潮元素的兴起扮演了重要角色。随着消费者对本土文化的认同感逐渐增强，国潮风格在运动鞋服设计中的应用越来越广泛，深受市场欢迎。这既满足了消费者对个性化追求的需求，也为品牌带来了差异化竞争的新机会，进一步丰富了产品的文化内涵，提升了本土品牌在国际市场上的影响力。展望未来，国潮元素的深度融合与创新将成为推动中国运动鞋服市场持续上升的关键因素。预计到2025年，中国运动鞋服市场规模有望攀升至5989亿元，预示着”国潮热潮”下国货品牌的崛起以及市场的巨大潜力。
In recent years, China's sports shoes and clothing market has maintained a continuous growth trend. According to the latest "2024-2025 China sneaker-wear Market Operation and Consumer Demand Data Monitoring Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's sneaker-wear has jumped to 492.6 billion yuan in 2023. Behind this significant growth, the rise of the national tide element plays an important role. With the gradual enhancement of consumers' sense of identity of local culture, the national tide style is more and more widely used in the design of sports shoes and clothing, and is welcomed by the market. This not only meets the needs of consumers for personalized pursuit, but also brings new opportunities for differentiated competition for brands, further enrichis the cultural connotation of products, and enhances the influence of local brands in the international market. Looking to the future, the deep integration and innovation of national tide elements will become a key factor to promote the continued rise of China's sports shoes and clothing market. It is expected that by 2025, the market size of China's sports shoes and clothing is expected to climb to 598.9 billion yuan, indicating the rise of domestic brands under the "national tide boom" and the huge potential of the market.

艾媒咨询|2021年中国国潮品牌崛起研究报告

本报告研究涉及企业/品牌/案例：安踏，李宁，回力，完美日记，花西子，华为，大疆，小米，李子柒品牌

2021年5月7日，由广州市广告行业协会联合时代华商商学院品牌发展协会共同举办的“2021品牌发展高峰论坛”成功举行。论坛以“驱动品牌新格局·引领市场新消费”为主题，邀请学术界、企业界代表作主题交流、报告发布、圆桌讨论，共同探讨在国内新消费升级的大背景下品牌如何布局发展，寻找新消费环境下的品牌新机遇、新动能。
论坛中，艾媒咨询集团CEO兼首席分析师张毅发布了《2021中国国潮品牌崛起研究报告》，报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国国潮经济发展背景、现状、模式等进行全面分析，并结合用户调研数据及典型国潮品牌发展介绍，为2021年国潮品牌的发展方向提供了参考和借鉴。
On May 7, 2021, the "2021 Brand Development Summit Forum" jointly organized by the Guangzhou Advertising Industry Association and the Time China Business School Brand Development Association was successfully held. The theme of the forum is "Drive the new brand pattern and lead the new consumption of the market". Representatives from academia and business circles are invited to make thematic exchanges, report releases, and roundtable discussions to discuss how to develop the brand in the context of new domestic consumption upgrades, and to find new ones. Brand new opportunities and new momentum in the consumer environment.
In the forum, Zhang Yi, CEO and chief analyst of iiMedia Consulting Group, released the "2021 China National Tide Brand Rise Research Report", which is based on the basic data of iiMedia Data Center, iiMedia Consulting Business Intelligence Database, and iiMedia Business Sentiment and Public Opinion Data Monitoring System. , A comprehensive analysis of China’s Guochao’s economic development background, current situation and model, combined with user survey data and introduction of typical Guochao brand development, provides reference and reference for the development direction of Guochao’s brand in 2021.

艾媒报告|2019全球及中国球鞋二级市场现状剖析与市场前景分析报告

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.

艾媒咨询|2021年“双减”后儿童体育用品消费报告

“双减”政策颁布后，学生课外活动时间得以增加，体育锻炼成为受到父母孩子普遍欢迎的一项活动。iiMedia Research（艾媒咨询）调研数据显示，“双减”政策颁布后，有91.8%的消费者购买过儿童体育用品，56.9%的消费者儿童体育用品消费支出多集中于500-1500元之间，儿童体育用品市场潜力值得期待。
After the "double reduction" policy was promulgated, extracurricular activities time for students was increased, and physical exercise became an activity generally welcomed by parents and children. Survey data from iiMedia Research shows that after the "double reduction" policy was promulgated, 91.8% of consumers have purchased children's sports equipment, and 56.9% of consumers' spending on children's sports products is mostly between 500-1500 yuan. , The market potential of children's sports goods is worth looking forward to.

艾媒咨询 | 2025年中国运动鞋服行业发展状况与消费行为调查数据

随着全民健康意识增强与运动生活方式的普及，消费者对运动鞋服的需求持续增长。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国运动鞋服行业发展状况与消费行为调查数据》显示，2024年中国运动鞋服行业市场规模为5425亿元，预计2030年将达到8963亿元。随着中国鞋服品牌登上国际时装周舞台以及国潮文化的流行，中国运动鞋服行业掀起“国潮热”，国货品牌纷纷开始崛起。未来行业将加速向智能化、功能化方向升级，通过强化科技研发、深化国潮文化内涵、拓展细分运动场景，构建更具竞争力和创新力的产业新生态。
中国消费者在选购运动鞋时，首要考虑因素为款式设计，占比达58.70%；专业度（涵盖安全性与科技含量）与舒适度紧随其后，分别占比54.20%和53.80%。在运动服方面，款式设计（61.30%）和舒适度（58.50%）同样是最受关注的因素，价格（51.80%）、功能用途（46.40%）及专业度（42.70%）也具备较高重要性。与此同时，2025年消费者在购买运动鞋服过程中遇到的最突出问题是“运动鞋码数不准”，占比高达61.00%，远高于其他问题；“运动鞋质量不佳”位列第二，占比54.30%；“售后服务不好”则以38.10%的占比居于第三。这表明中国消费者对运动鞋服的核心诉求聚焦于设计美感、穿着舒适与功能专业，而当前市场在产品尺码标准化、质量稳定性及售后服务体系方面仍存在显著短板。运动鞋服企业需进一步强化产品研发创新，完善质量管控体系，并提升服务水平，以精准对接消费需求，增强市场竞争力。
艾媒咨询分析师认为，中国运动鞋服行业未来将延续增长态势，核心驱动力来自全民健康意识提升与消费升级。在产品端，科技赋能日益成为核心竞争力，市场更加青睐功能性与时尚感兼具的创新单品。行业竞争重点也从营销层面，逐渐转向科技研发与供应链效率的深度比拼。在此背景下，国货品牌凭借不断提升的产品力及深厚的文化认同感，市场份额有望进一步扩大。此外，女性、儿童及专业运动等细分市场展现出巨大潜力，而绿色可持续与个性化定制，也将成为引领行业未来的重要增长方向。
With the enhancement of public health awareness and the popularization of a sports lifestyle, the demand for sports shoes and apparel continues to grow. According to the latest "2025 China Sports Shoes and Apparel Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the market size of China's sports shoes and apparel industry was 542.5 billion yuan in 2024 and is expected to reach 896.3 billion yuan by 2030. With Chinese shoe and apparel brands making their mark on the international fashion week stage and the popularity of national trend culture, the "national trend fever" has swept through the Chinese sports shoes and apparel industry, and domestic brands have begun to rise. In the future, the industry will accelerate its upgrade towards intelligence and functionality, by strengthening technological research and development, deepening the connotation of national trend culture, and expanding into niche sports scenarios, to build a more competitive and innovative industrial ecosystem.
When Chinese consumers purchase sports shoes, the primary consideration is style design, accounting for 58.70%; professional quality (including safety and technological content) and comfort follow closely, with proportions of 54.20% and 53.80% respectively. For sports apparel, style design (61.30%) and comfort (58.50%) are also the most concerned factors, while price (51.80%), functional use (46.40%), and professional quality (42.70%) are also highly important. Meanwhile, the most prominent problem encountered by consumers in purchasing sports shoes and apparel in 2025 is "inaccurate shoe sizes", accounting for as high as 61.00%, far exceeding other issues; "poor quality of sports shoes" ranks second, with a proportion of 54.30%; "poor after-sales service" ranks third with a proportion of 38.10%. This indicates that Chinese consumers' core demands for sports shoes and apparel focus on design aesthetics, wearing comfort, and professional functionality, while the current market still has significant shortcomings in product size standardization, quality stability, and after-sales service systems. Sports shoes and apparel enterprises need to further strengthen product research and development innovation, improve quality control systems, and enhance service levels to precisely meet consumer demands and enhance market competitiveness.
Analysts from iiMedia Research believe that China's sports shoes and apparel industry will continue to grow in the future, with the core driving force coming from the improvement of public health awareness and consumption upgrades. On the product side, technology empowerment is increasingly becoming a core competitiveness, and the market is more inclined towards innovative products that combine functionality and fashion. The focus of industry competition is also gradually shifting from marketing to in-depth competition in technological research and development and supply chain efficiency. Against this backdrop, domestic brands, with their continuously improving product capabilities and deep cultural identity, are expected to further expand their market share. In addition, the female, children's, and professional sports markets show great potential, while green sustainability and personalized customization will also become important growth directions for the industry in the future.

艾媒咨询|2021年中国新消费发展趋势研究报告

2021年9月16日，由艾媒咨询、广东文投创工场、唯识咨询、加速高商联合主办的“2021中国新消费趋势大会暨年度国潮新消费品牌势力榜颁奖典礼”在广州盛大召开。艾媒咨询CEO兼首席分析师张毅将现场重磅发布《2021年中国新消费发展趋势研究报告》，根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，从新消费投融资情况入手，全方位解析新消费各细分行业发展现状、用户行为特点及行业前景趋势，探析新消费领域发展新布局，为中国新消费领域的未来发展把脉献策。
On September 16, 2021, the "2021 China new consumption trend conference and annual national trend new consumer brand power list award ceremony" jointly sponsored by AI media consulting, Guangdong cultural investment and Innovation workshop, vision consulting and accelerated high business was grandly held in Guangzhou. Zhang Yi, CEO and chief analyst of AI media consulting, will release the Research Report on the development trend of China's new consumption in 2021. According to the basic data of AI media data center, AI media consulting business intelligence database and AI media business and public opinion data monitoring system, starting with the investment and financing situation of new consumption, this paper comprehensively analyzes the development status of each subdivided industry of new consumption User behavior characteristics and industry prospect trend, explore the new layout of the development of new consumption field, and provide suggestions for the future development of China's new consumption field.

艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.