Cbndata Releases "2018 Online Sports Consumption Trend Big Data Report"

In September 4th, the first financial business data center (CBNData) hosted the 2018 national sports consumption big data salon in the Bund, Shanghai, and released the "2018 online sports consumption trend big data report" and "2018 trend sports shoes consumption trend report" at the scene. In September 4th,

"2018 online sports consumption trend big data report" passed

From the analysis of consumption big data, 5 characteristics of online sports consumption are extracted, namely, gender ambiguity, multi specialty, fashion styling, star effect and local brand.

First of all, the proportion of female consumption is basically the same as that of men in the purchase of sports goods, and the former is growing faster, and women's sports are more diversified. Men are mainly running and basketball.

But at the same time, yoga, dance and other traditional women's sports have also been welcomed by more and more male consumers.

On the choice of sports mode, the gender boundary becomes more ambiguous.

At the same time, the sports equipment that consumers buy has become more professional and pluralistic.

In addition to regular exercise and fitness equipment, the purchase of restorative and supplementary sports products increased.

With the continuous popularity of sports and leisure, people pay more and more attention to the color of sports equipment.

Welcome, CBNData describes it as the rise of Yan value sports brand.

At the same time, luxury brands have entered the market and launched a series of sports.

More and more sports brands choose to be popular. Celebrity endorsement is also an obvious trend now. CBNData research finds that consumers are willing to pay premiums for celebrities.

Among them, after 90 and 95 are the core consumers of star sports products.

Finally, the "national goods rejuvenation" is one of the trends observed by CBNData.

Lining's performance in New York fashion week was one of the representatives.

The proportion of sales of domestic brands is rising year by year.

Especially in

In the category, the performance of domestic products is particularly prominent, and sales growth is higher than that of other brands by 83%.

Unlike the summary and analysis of the "2018 online sports consumption trend big data report", the 2018 trend sports shoes consumption trend report focuses more on forecasting.

The trend index is used to identify the fashion crowd of "buying the trend goods more and earlier" to predict the fashion colors and single products of shoes and clothing.

In the analysis of CBNData Senior Data Analyst Lu Zhiqiong, women in the trend pioneers were the most prominent, most of them after 90/95, and gathered in a second tier city.

Among them, women trend pioneers prefer yellow, orange and brown department, pay attention to thick shoes and bow shoes; male fashion pioneers prefer pink, brown and yellow.

And daddy shoes are more concerned.

Taking into account the driving effect of the tidal current pioneers on the fashion trend, the observation of the former helps to predict the trend of the trend and provide decision-making help for the design and production of the sports brand.

In addition, CBNData Senior Data Analyst Chen Lei also analyzed the star carrying power with the sports category.

The analysis shows that, even during the world cup,

In the category, the ability of sports stars to carry goods is not as good as that of Yang Mi and other entertainment stars.

But in footwear, the ability of sports stars to carry goods is higher than entertainment stars.