在国内社媒平台，率先发出"无鞋可穿"呼声的是鞋码超过40的大码女性消费者。她们指出，女款运动鞋的最大码往往止步于40码且长期缺货，"想买大码 只能被迫选择男款"。 图源小红书搜索页 一双合脚的鞋，往往是人们开启运动的第一件装备，但不少女性正面临"买不到鞋"的现实困境。 放眼整个消费市场，更多运动女性面对的则是"想买的新款运动鞋根本没有女码"的无奈。 精练GymSquare在电商购物平台搜索后发现，从球鞋、跑鞋，到新晋热门单品越野鞋，相比男鞋从款式到码数均供货较充足的状况，女性消费者的功能性 运动装备，在当下市场的选择空间更加狭小。 运动鞋大码甚至女码缺席的现象，在女性运动热潮、"她经济"蓬勃发展的当下，显得格外矛盾：各大运动品牌纷纷高调宣布加码女性市场，但真实情况是 女性运动装备的选择依然捉襟见肘。 不过，恰恰是这种矛盾的凸显，也正在成为推动市场变革的催化剂——被隐形的鞋码背后，是长期以来女性运动需求被边缘化的现实。当越来越多不甘沉 默的声音汇聚，失衡的供需现状也是时候发生改变了。 一、运动市场火热，女性运动鞋"缺席" "大码运动鞋也买不到，很多40/41码其实都是男款，不适合女性的脚。" 在精练GymSqu ...

Core Insights - The female consumer segment is significantly influencing the sports consumption market in China, with a notable increase in participation and diverse preferences in sports products [1][2] Group 1: Market Trends - In 2024, the top three types of sports products purchased by female consumers in China are sports shoes (76.8%), sports apparel (71.6%), and sports underwear (51.8%), with 33.3% purchasing sports equipment [1] - The demand for sports equipment among female consumers is diversifying, moving beyond traditional fitness devices to include aesthetically pleasing and functional items like detachable hula hoops and "macaron" colored fitness gear [1] Group 2: Consumer Preferences - Female consumers are increasingly prioritizing both the functionality and visual appeal of sports products, leading to a shift in product development strategies within the industry [2] - The preference for different types of gyms is evident, with 60.7% of female consumers opting for commercial gyms, 46.7% attending group class gyms, and 38.1% using shared gyms [1] Group 3: Industry Response - The rapid growth of the female sports consumption market is driven by the release of segmented demands under the trend of consumption upgrading, prompting companies to innovate and adapt their offerings [2] - Brands are encouraged to focus on combining functionality with aesthetics in product design and to enhance the quality of the sports environment to better cater to female consumers [2]