2024健身服趋势白皮书

Industry Overview - The fitness apparel industry is experiencing steady growth driven by increasing health awareness and the rising popularity of sports activities [7] - China's fitness population is expected to exceed 350 million in 2024, with 70% of surveyed individuals exercising at least twice a week [5] - The industry is showing vertical segmentation trends, with fitness apparel becoming a significant sector [7] Consumer Behavior and Trends - Fitness apparel discussions on social media have surged, with users focusing on fashion, comfort, and technological features [9][11] - Three major trends have emerged: streetwear fashion, self-satisfaction, and functional technology upgrades [15] - Social media interactions related to fitness apparel reached 870 million, with brands like MAIA ACTIVE and LORNA JANE gaining significant attention [10][11] Market Performance - Fitness apparel sales on major e-commerce platforms have shown consistent growth, with high single-digit compound growth rates [8] - The market has seen increased activity since the beginning of 2024, with sales and volume continuing to rise [8] Product Trends - Consumers are increasingly using fitness apparel for non-sporting scenarios like commuting and city walks, with related social media discussions growing by 116% [21][26] - Streetwear fashion trends focus on high-value, OOTD (Outfit of the Day) styles, with keywords like "high-value" and "fashionable" seeing significant growth [22][23] - Outdoor and travel scenarios have seen a 278% increase in social media discussions, with consumers prioritizing comfort, breathability, and durability [29][30] Consumer Preferences - Younger female consumers, particularly those under 34 in first-tier cities, show higher interest in streetwear fashion trends [33] - Consumers prioritize natural shaping, comfort, and slimming effects in their fitness apparel choices [34] - High-intensity and outdoor sports enthusiasts are more likely to discuss functional aspects of fitness apparel [51] Technological Advancements - Functional technology discussions have grown by 99%, with consumers focusing on shock absorption, quick-drying, and waterproof features [47] - Advanced materials like ice-silk, four-way stretch, and 3D textures are gaining popularity among consumers [49][54] - Male consumers and sports enthusiasts show particular interest in the technological aspects of fitness apparel [51] Market Opportunities - The mid-to-high price segment (100-300 RMB) shows significant growth potential across commuting, streetwear, and outdoor scenarios [38] - Emerging price segments (200-250 RMB and 450-500 RMB) are gaining traction, indicating consumer willingness to pay for premium features [46] - The market is shifting towards higher-end products, with 400+ RMB items increasing their market share [46] Platform Strategies - JD com is leveraging its user base and logistics system to provide brands with effective sales channels and market insights [70] - The platform is implementing diverse marketing strategies, including content seeding and influencer collaborations [58][59] - JD com's PLUS membership system, with its high-spending and frequent-purchasing user base, offers significant opportunities for brands [65] Product Innovation - Brands are incorporating workwear and outdoor elements into fitness apparel designs [54] - Functional innovations like anti-shock support, quick-drying, and butt-lifting features are driving product development [54] - Advanced manufacturing techniques like seamless knitting and mesh patterns are enhancing product appeal [54]