On the last day, sports shoes and clothing continued to grow at a high speed! "Retaliatory Rebound" of 618 Sports Consumption

On May 31st, it happened to be the key node for Tmall Taobao and JD.COM to launch the "618" festival. The goods that had been pre-sold for nearly a week will be paid the final payment today.

Affected by multiple factors, this 618 may be the most vigorous sports consumption in recent years. In many people's shopping cart lists, there are many goods such as sports shoes and clothing, family fitness equipment and camping equipment.

According to the observation of sports big business, this year's sports consumption category has been particularly favored by the market and consumers, and the sports consumption data of major e-commerce platforms has increased significantly.

Sports shoes and clothing continue to grow at a high speed, and motorcycle consumption rises.

After the opening of the 618 pre-sale, sports consumption ushered in explosive growth, and professional running, exquisite camping and home fitness became the hottest topics in the field of sports outdoor. During the pre-sale period of JD.COM 618, all kinds of sports outdoor equipment sold well.

Take the most basic sports equipment-sportswear as an example, and its pre-sale performance is excellent. The data shows that the overall pre-sale orders of platform sportswear in JD.COM increased by 180% year-on-year, among which the pre-sale orders of sports T-shirts increased by 230% year-on-year.

China sports brands continued to maintain high growth, and the overall pre-sale orders increased by over 150% year-on-year. The pre-sale orders of self-operated sports shoes and clothing increased by more than 6 times year-on-year, and the pre-sale orders of Anta's self-operated flagship store increased by an astonishing 12 times year-on-year.

In recent years, with the deepening of consumers' participation in sports, it can be seen that their demand for sports equipment has changed from experiential consumption to professional consumption, and the pre-sale orders for professional running shoes, basketball shoes and football shoes have all increased by more than 200% year-on-year. Such data also reflects the changes in consumer trends from the side.

"Other economy" is becoming the strongest incremental factor in the sports consumption market. According to the pre-sale data of JD.COM 618, the pre-sale orders of women-related sports products increased by 280% year-on-year, among which the pre-sale orders of sports dresses increased by 420% year-on-year, the pre-sale orders of sports skirts increased by 9 times year-on-year, and the pre-sale orders of women's home fitness clothes and yoga clothes increased by 300% simultaneously.

Her strength is promoting the rapid development of sports in China. Before, Gu Ailing won 2 gold medals and 1 silver on behalf of China in the Beijing Winter Olympics, and then China Jinhua Zheng Qinwen made her grand slam debut and broke into the top 16 of the French Open. Driven by her strength, her economy has become an important driving force for the development of China's sports consumption market.

In the pre-sale data of Tmall, another major e-commerce platform in China, sports consumption is equally eye-catching. In the category of sports shoes, it took only four hours for two brands to estimate that their sales volume exceeded 100 million, namely, Anta and Adidas. According to the 618 pre-sale list of 8 int Ren Tuo, the tenth place, Anta ranked first with 2321 pre-sale products, followed by Adidas and Fila.

It is worth noting that motorcycle-related consumption was eye-catching during this 618 period. Tmall platform data shows that since April 2022, the turnover of Tmall motorcycle tires has increased by 100% year-on-year. Among them, the proportion of female users is increasing, with more than 120,000 female consumers placing orders in Taobao Tmall in the past year.

The number of motorcycle tires participating in Tmall 618 this year is estimated to increase by more than 50% compared with the same period of last year. Tire giant Pirelli even opened the first motorcycle tire Tmall flagship store. Excellent sales data and the close action of industry giants can reflect the huge potential of the motorcycle consumption market in China.

It is undeniable that sports consumption has become one of the important keywords of this 618 e-commerce promotion.