2024体育大年：专业运动品牌崛起与出海战略分析
体育产业迎来黄金发展期
Sports Industry Enters Golden Development Period
2024年被公认为体育大年，各大赛事不仅是运动员的竞技场，更是体育品牌展示实力的舞台。据国家体育总局数据显示，安踏、李宁、特步、361°四大国产体育品牌2023年总营收首次突破千亿大关，达到1127.2亿元，同比增长13.5%。
Recognized as a major sports year, 2024's sporting events serve not only as competition venues for athletes but also as platforms for sports brands to showcase their strengths. According to data from the General Administration of Sport of China, the combined revenue of four domestic sports brands - Anta, Li-Ning, Xtep, and 361° - exceeded 100 billion yuan for the first time in 2023, reaching 112.72 billion yuan, a year-on-year increase of 13.5%.
专业运动品牌回归核心
Professional Sports Brands Return to Core Competencies
李宁集团在2023年财报中强调"稳健务实"的定位，其篮球、跑步、健身三大专业品类流水占比超60%。跑步类产品流水实现40%增长，核心鞋产品IP销量突破1200万双。
Li-Ning Group emphasized a "steady and pragmatic" positioning in its 2023 financial report, with its three professional categories - basketball, running, and fitness - accounting for over 60% of total turnover. The running category achieved 40% growth in turnover, with core shoe IP sales exceeding 12 million pairs.
高端子品牌战略成效显著
High-End Sub-Brand Strategy Yields Remarkable Results
安踏通过收购亚玛芬体育成功布局高端市场，始祖鸟品牌收入从2020年的5.47亿美元增至2022年的9.52亿美元，涨幅达74%。上海新开的2400平方米"始祖鸟博物馆"开业30天销售收入达320万美元。
Anta successfully entered the high-end market through the acquisition of Amer Sports. Arc'teryx brand revenue increased from $547 million in 2020 to $952 million in 2022, a 74% growth. The newly opened 2,400-square-meter "Arc'teryx Museum" in Shanghai generated $3.2 million in sales within 30 days of opening.
品牌出海迎来新机遇
New Opportunities for Brand Globalization
随着2024年体育大年到来，中国运动品牌正从"产品出海"向"品牌出海"转型。欧洲杯预计将吸引50亿人次观众，为中国品牌提供绝佳展示平台。专家建议企业应注重Open Internet广告投放，通过智能电视大屏等全渠道营销占据消费者心智。
With the arrival of the 2024 sports year, Chinese sports brands are transitioning from "product export" to "brand globalization". The UEFA European Championship is expected to attract 5 billion viewers, providing an excellent platform for Chinese brands. Experts recommend focusing on Open Internet advertising and adopting omnichannel marketing strategies including connected TV to capture consumer mindshare.
消费趋势洞察
Consumer Trend Insights
运动零售运营商滔搏观察发现：跑步鞋和篮球鞋占据专业运动鞋市场90%以上份额，同时足球鞋、网球鞋、滑板鞋和越野鞋销量显著增长。户外风潮兴起推动The North Face、KAILAS等专业户外品牌销量提升。
Sports retail operator Topsports observed that: running and basketball shoes account for over 90% of the professional sports shoe market, while football shoes, tennis shoes, skateboarding shoes and trail shoes show significant sales growth. The outdoor trend has boosted sales of professional outdoor brands like The North Face and KAILAS.
