Sportswear Industry Report

-1- Content Copyright Notice .........................................................................................................- 3 1. Overview of Sportswear Industry .......................................................................- 4 1.1. Definition ........................................................................................................................... - 4 1.2. Attestation of Sportswear Industry ..................................................................................... - 4 1.3. Regulations on Production and Export Trade of Sportswear ............................................. - 5 2. Current Status of Sportswear Industry ..............................................................- 5 2.1 Current Status of Sportswear Industry in China...................................................................... - 6 2.2 Product Features of Sportswear Industry ............................................................................... - 6 2.3 Overview of Productivity of Sportswear Industry .................................................................... - 7 Prospect of Sportswear Industry ........................................................................- 8 3.1 Export Status of Sportswear ................................................................................................... - 8 3.2 Major Export Destinations of Sportswear ............................................................................. - 10 3.3 Stars in Sportswear Industry................................................................................................. - 11 3.4 Prospect of Sportswear Industry........................................................................................... - 11 Analysis on Characteristics of Sportswear Industry Buyers .........................- 12 4.1 Continent Distribution ........................................................................................................... - 12 4.2 TOP 5 Countries/Regions with Most Buyer Feedback.......................................................... - 13 4.3 TOP 30 Most Searched Keywords ....................................................................................... - 14 4.4 Representatives of Alibaba Sportswear Industry Buyers (Partial)......................................... - 15 - 3. 4. -2- Copyright Notice Alibaba.com Hong Kong Limited ("Alibaba.com") respects and rigorously abides by intellectual property laws. 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Definition In broad sense, sportswear can be divided into two categories: one is common sportswear, including outdoor sportswear and indoor workout clothes; the other is specialized sportswear used in specific sports, such as swimwear, jersey, ski suit and racing suit. According to sport event, it can be divided into track suit, ball sports wear, water sports wear, weight lifting suit, wrestling suit, gym suit, ice sports wear, mountaineering suit and fencing suit. In the textiles market, sportswear and casual clothes have always enjoyed better performance than other products. They are very popular among consumers, particularly in recent years when people attach more importance to functional products. With the concept of sports and exercises being more readily accepted and further development of new technology and techniques, consumers impose higher technique and function requirements on sportswear and outdoor wear. The development on functional fabrics has enhanced development of functional sportswear. Sportswear in the 21st century will be a combination of function and fashion. Functional sportswear with high technology functions which can protect the human body and improve sport achievement is the inevitable development trend of sportswear. 1.2. Attestation of Sportswear Industry Sportswear industry is a part of garment industry which mainly has the following attestations: Attestation logo Attestation /Standard Designation Attestation/Standard Institution Attestation Content Manufacturing International Organization for Standardization (ISO) household communications equipments; electrical and electronic tools. Textiles and materials, steel and iron products; plastics; ASTM F936 ASTM International nonferrous construction medical services. American AATCC Colorists Association Chemical properties of textile products; test and research method of textile products 78 China Quality kinds of products household apparatus, apparatus of including textiles, toys, daily CQC hardware, electrical electrical similar purposes. -4- of textiles electrical and textile products; toys; ISO9001： 2000 apparatus; information and metal; materials; and equipments of Textile Chemists and Certification Center Products Oeko-Tex Standard 100 European Research Institute for Textiles to skin; for babies; decoration products with direct contact materials. IWS International Wool Secretariat Bureau International Wool products ＢＩＳＦＡ pour la Standardisation des Fibres Artificielles European Disposables Man-made fibre ＥＤＡＮＡ and Association Nonwovens Textiles, leather 1.3. Regulations on Production and Export Trade of Sportswear Since July 1, 2007, export rebate rate for garments, viscose fiber and its products dropped to 11% and 5% respectively. A new batch List of Restricted Commodities in Processing Trade was published on July 23, 2007. Commodities on this list are to adopt actual operation of deposit account of bank. Three new standards on textiles, including Textiles-Designation of Fibre Content, Jean Garment and Pajamas were implemented officially from November 1, 2007. Bilateral quantitative control on ten categories of textiles of EU is to be ended by the end of 2007. China and EU has reached an agreement that from 2008, 8 categories on memo will be brought into a bilateral monitoring system and the monitor shall last one year. REACH of EU entered into force in 2007. This regulation mainly focuses on environmental protection standards of chemicals. Europe and USA implement Social Accountability 8000 on China’s export enterprises, specifying minimum requirements on issues like salary of employees, working environment, health and safety as well as rights of trade unions etc. USA placed quantitative control on China’s export of 21 categories of textiles, including cotton knitted shirts, cotton trousers, cotton and chemical fiber underwear, cotton and chemical fiber camisoles, synthetic fiber fabric, socks, combed cotton yarn, cotton and chemical men’s woven shirts, chemical knitted shirts and chemical trousers etc from January 1, 2007. The control will last till December 31, 2007. The important standards formulated or revised by Standardization Administration of China during the “11th Five-Year Plan” period mainly include Test Method of Harmful Substances inTextiles, Quality of Products Made of New Textile Materials, Supporting Test Method of Eco-textile, Llimit of Harmful Substances in Production and Processing of Textile Materials, Quality Assessment and Test Method of Products with Filling Materials, Assessment and Test Method of New Textile Products, Functional Textiles and Experimental Method, Quality Grading of Household Textiles etc. Indonesia and USA signed Memorandum of Understanding on Preventing Indonesia Illegally Transiting Textiles and Garments to USA in order to prevent textile enterprises in China undertaking illegal transit trade of textiles and garments to USA with certificate of origin from Indonesia. 2. Current Status of Sportswear Industry -5- 2.1 Current Status of Sportswear Industry in China With significant improvement in Chinese people’s living standard and change in consumption concept, sportswear and casual wear embodying youth and fashion are becoming more and more popular among people, promoting the consumption of sportswear in China. Sportswear and casual wear have a sales increase rate of 50% which is the most dramatic sales increase in all garment products. It is attributed to the increasing demand of consumers for comfortable and individualized clothes, which is realized by fashionable and comfortable sportswear and casual wear. The accumulated gross clothes production of clothing enterprises above designated size was 17.002 billion articles in 2006, increasing by 11.9% compared with the previous year. It included 8.864 billion pieces of knitted clothes, increasing by 11.2% compared with the previous year, and 8.096 billion pieces of woven clothes, increasing by 12.5%. From January 2007 to March 2007, clothing enterprises above designated size in China produced an accumulative total of 4.084 billion articles, increasing by 20.52% compared with that in the same period in 2006, among which there were 1.868 billion articles of woven clothes and 2.207 billion articles of knitted clothes, increasing respectively by 15.95% and 24.75% compared with the same period in 2006. The increasing rate of production has a significant increase compared with that in the same period of 2006 with knitted clothes having a faster production growth. Along with the unprecedented prosperity of sportswear industry in China, competition is also getting more and more intense. Multinational large corporations with famous sports brands are increasing investment in China or changing marketing strategies in China. Market barriers have been reduced or disappeared after China’s entry into the WTO. Confronted with the above negative factors, sportswear in China should establish its own brands, and find an appropriate market position to facilitate coordination on all levels and achieve common development. It should also strengthen its technological upgrading as well as developing new technology and products to win the market with high quality. Support from the government is equally important. With the development of the economy and the improvement of people’s living standard, Chinese people will have a gradually growing consumption level of sportswear. Sportswear from China also has great competitiveness in the international market. Therefore, the sportswear industry has a positive developing prospect. With the 2008 Beijing Olympic Games getting nearer, an enthusiasm for sports is arousing the nation widely, resulting in a rapid growth of the sports industry. Sports are becoming a prevailing leisure practice and sportswear/casual wear is becoming fashionable clothes in China, which start the war between fashion sportswear/casual brands. 2.2 Product Features of Sportswear Industry • Outdoor sports wear Outdoor sports includes a broad range of sports from a common outing or tracking to mountaineering, rock climbing, MTB, drifting, paragliding. Consequently, outdoor sports wear has many categories and styles. For example, there are specialized mountaineering windbreakers and suspender trousers for mountaineering. There are specialized one-piece ski suits. However, according to functions, these clothes can be divided into three categories, namely three layers from the inside out which are usually referred to as base layer, insulation layer and outer wear. Outdoor sports require that the clothes should be waterproof, windproof, gas-permeable, wear-resistant, dry and warm. Only few high-tech materials are used in producing modern outdoor sports wear due to its strict demand on materials. • Ski suit There are 60 million ski lovers around the world, most of which belong to the wealthy class. The market of ski lovers and snow board lovers is a focus of functional clothing companies. Ski wear is popular because it is fashionable, ensuring repeat sales of these clothes. Ski wear generally has a smooth appearance. It has -6- become increasingly warm and light due to adoption of light and waterproof and gas-permeable fabrics. Russia and China attract global attention to their potentials of ski wear production for they have a rapidly increasing amount of sport fields. At the moment, China has 200 ski fields but its ski industry remains at a beginning stage. Increasing bourgeoisie allows for development of the ski sport. It is predicted that in the coming years ski lovers in China will exceed 10 million. Intelligent fabrics and interactive technology are important features of the ski wear market. The ski jacket is the first product employing electronic sensing fabric. Similar with the situation in other sportswear markets, designs and features of ski wear are mainly in the woman’s market. The ski wear industry has to consider the long-term threat of global warming in the long run. • Ball sports wear Ball sports wear usually consists of a pair of shorts and a pull-over and needs a certain amount of extra room for rapid movement. Basketball players generally wear a vest while other ball sports players wear a short-sleeved shirt. Football sportswear generally use V-neck while sportswear in volleyball, table tennis, rugby, badminton, and tennis usually adopts the attached collar and adds a color line such as a blue line or a red line to the outer of sleeves and trousers. A tennis shirt is generally white and women players wear mini dresses. • Swimwear Tight swimsuit, also know as swimwear, is worn in sports such as swimming, diving, water polo, surfing and underwater swimming. Men wear briefs and women wear one-piece swimwear or bikinis. Since basic requirement to swimwear is that it should not allow water in and bulge as to reduce resistance in water, chemical fiber knitted fabrics made of stretch fabric, nylon fiber and acrylic fiber with high-density, good retractility, smooth-face characteristics should be chosen in production. Swimmers also wear plastic or rubber tight hood-style swimming caps. Apart from swimwear, swimmers generally use masks, swimming goggles, snorkels and fins. • Track suit Athletes generally wear vests and shorts. Vests should be body fitted and shorts should be easy to stride. Sometimes a certain surplus is made or vents are made in sides of shorts in order to facilitate strides of athletes. Vests and shorts are usually made of knitted fabrics and sometimes are made of silk. • Gym suit Gym suit is designed to show the beauty of the body and movements of gymnasts under the premise of bringing their skills into full play. Men generally wear all-white pants and vests with front crease of the pants being straight and elastics attached to cuffs. Men can also wear panty stockings. Women wear knitted tights or body stocking made of glossy fabrics bright in color with good retractility. • Ice sports wear Ice skating and skiing wear should be able to keep warmth and be tightly fitted to body as much as possible to reduce air resistance and be suitable for fast movements. They are generally knitted clothes made of relatively thick wool or other blended wool fiber with a knitted hood. Events like figure skating pay more attention to designs and colors of sportswear. Men usually wear tight, handsome simple dress and women mini dresses and stockings. 2.3 Overview of Productivity of Sportswear Industry The sales proceeds of textiles & clothing enterprises above designated size in China from January to August in 2007 was RMB 1.5102 trillion(among which sportswear took up 7%), increasing by 22% compared with that of the same period in the previous year. Total profit was RMB 51.7 billion, increasing by 37% compared with that of the same period in the previous year. Gross profit margin was 10.38% and net profit margin 3.24%, which are approximately the same as last year. Industry performance indicator exceeded -7- expectation again after the one in 2006. As known to all, operation environment for China’s textiles and clothing industry was under great pressure in 2007. The appreciation of RMB against USD speed up and will reach 6% all year round. Another factor was that export rebate rate for two thirds of the export revenue of China’s textiles and clothing had been reduced from 13% to 11%. Besides, USA and EU maintained a 30% quota limit on China’s textiles and clothing. Rise in price of labor factors and increased pressure on environmental protection in some production procedures had also greatly reduced profits. These negative factors would certainly have lead the industry into running into deficit according to theoretical calculations. Due to ever increasing comparative advantages in international market and the launching of huge domestic market, performance of textiles and clothing industry exceeded expectations again. Most of the domestic sportswear brands are located in costal zone such as Guangdong and Fujian. Production of domestic sportswear enterprises has taken up about 65% of the world’s total production of sportswear. However, a majority of enterprises are faced with problems such as weak overall strength, low grade of products, small market share and low brand recognition. Brands able to take part in international competition are very few. 3. Prospect of Sportswear Industry 3.1 Export Status of Sportswear • Type of textile clothing export enterprise in China Private enterprises have become the main force in export growth. Their contribution to export growth of textile clothing export keeps increasing as well. From January to September, textile clothing export of private enterprises has taken up over 40% while the remaining three enterprise forms (state-owned enterprise, collective enterprise and three types of foreign-funded enterprises) have taken up a reduced export proportion with different declines. Type Private enterprises Export value（in YoY Growth Proportion in the total export value in the same period 41.14% Compared with last year in proportion ↑6.48％ USD 100 million） rate 534.13 ↑42.77% • Export Status of Textile Clothing in China According to data from China Customs, export of textile clothing from January to September in 2007 was USD 129.846 billion, increasing by 20.17% compared with the same period in the previous year. Proportion Mode of trade Export value （ in USD 100 million） YoY Growth rate in the total export value in the same period General mode of trade Export processing with purchased materials 203.86 15.95% 945.77 21.96% 72.84％ 15.70% ↓0.51％ Compared with year proportion ↑0.99％ last in -8- Export processing supplied materials on 88.41 3.97% 6.81% ↓1.06％ • Export of China’s Sportswear Export Revenues 4 0 3 5 Historical export revenues of China's sportswear （ Unit： 100 million U.S $） 33.2 35.4 3 0 2 5 17.9 2 0 1 5 19.6 20.9 1 0 5 0 2003 2004 2005 2006 2007 • Export of China’s Knitted Sportswear China exported 57.68 million suits of knitted sportswear from January to May in 2007, increasing by 17.27% compared with that of the same period of the previous year. Export revenue was USD 339 million, increasing by 65.42% compared with that of the same period of the previous year. Average export unit price was USD 5.87/suit, increasing by 41.11% compared with that of the same period of the previous year. • Export of China’s Knitted Sportswear to USA From January to July in 2007, China exported 1.8 million suits of knitted sportswear to USA, increasing by 638.46% compared with that of the same period of the previous year. Export revenue was USD 12.33 million, increasing by 665.28% compared with that of the same period of the previous year. Average export unit price was USD 6.84 /suit, increasing by 3.64% compared with that of the same period of the previous year. From January to July in 2007 export of China’s clothes to USA earned a foreign exchange of more than USD 10 million. Knitted sportswear, one of the products under USA’s quota limits in 2007, is one of the clothing categories exported to USA with highest growing speed. • Export of Knitted Sportswear in Guangdong From January to July in 2007, Guangdong exported 40.61 million suits of knitted sportswear, increasing by 173.27% compared with that of the same period of the previous year. Export revenue was USD 290 million, increasing by 357.50% compared with that of the same period of the previous year. Average export unit price was USD 7.14 /suit, increasing by 67.21% compared with that of the same period of the previous year. • Export of Men’s Knitted Swimwear in Guangdong From January to July in 2007, Guangdong exported 25.25 million pieces of men’s knitted swimwear, increasing by 68.62% compared with that of the same period of the previous year. Export revenue was USD 64.01 million, increasing by 421.90% compared with that of the same period of the previous year. Average export unit price was USD 2.53 /suit, increasing by 208.54% compared with that of the same period of the previous year. -9- • Export of Woven Swimwear in Guangdong From January to July in 2007, Guangdong exported 11.74 million pieces of woven swimwear, increasing by 97.31% compared with that of the same period of the previous year. Export revenue was USD 25. 79 million, increasing by 287.14% compared with that of the same period of the previous year. Average export unit price was USD 2.2 /suit, increasing by 96.43% compared with that of the same period of the previous year. • Rapid Increase in Export of Sportswear in Suifenhe Port According to statistics from Suifenhe Commerce Department, accumulated value of clothes and accessories exported to Russia from January to September in 2007 was USD 990 million. Research shows that, divided in accordance with functions, the sportswear market has seen a rapid growth in the export amount. It increased by 20% this year. With the fast development of the port economy, the current sportswear market gradually gets on the right track. Franchised stores such as adidas, NIKE and Jordan as well as domestic brands such as LINING, ANTA and XTEP etc. are popular among Russians. Most Russians prefer clothes with medium price which account for over 50% of market. 3.2 Major Export Destinations of Sportswear • Major Export Destinations of Textiles & Clothing in China-----EU, USA, Japan, Hong Kong In terms of regional structure of market, export market of textiles and clothing in China has a trend of diversification. EU, USA, Japan and Hong Kong have always been four important export markets of China’s textiles and clothing industry. Developing countries in Asia and Africa has seen an extremely rapid economic development in this year, contributing greatly to the export of China’s textiles and clothing. Destination EU, USA, Japan, Hong Kong Africa, ASEAN Kong Export value （ in USD 100 million） 708.53 142.82 YoY Growth rate ↑16.83% -Proportion in global export value 54.57% 11% Compared with last year in proportion ↓1.7％ -- • Major export destinations of sportswear of China-------Japan, USA, Russia, South Korea and Hong Major export destinations of sportswear of China Others 48.00% Japan 25.00% United States 8.00% Russia Hong Kong South Korea 7.00% 6.00% 6.00% - 10 - 3.3 Stars in Sportswear Industry • Domestic: LINING, ANTA, DOUBLESTAR, KANGWEI, XTEP, GWeat, 361° Sales proceeds of LINING in 2006 were RMB 3.18 billion. • International: NIKE, adidas, Reebok, CONVERSE, PUMA Global sales proceeds of NIKE are to exceed USD 10 billion. Global sales proceeds of adidas are to exceed USD 10 billion. 3.4 Prospect of Sportswear Industry a. A huge market, generous profits, much development space for sportswear According to statistics, sales of sportswear and casual wear products have increased faster than any other clothing products with a growth rate of 50%. The reason is that consumers have an increasingly higher requirement for comfortable and personalized clothes; while fashionable and comfortable sports/casual wear perfectly meet this requirement. The main consuming group is the young group between 18 to 35 with relatively strong purchasing power. Therefore, the market becomes bigger and bigger from which businessmen can generate more and more profit. The net sales profit margin reached 25%-30%. It has great market potential. b. Foreign brands own obvious competitive advantages while overall strength of domestic brands is still weak. The generous profits in rapidly developing sportswear market in China have attracted numerous foreign companies. China’s enter into WTO and the coming of 2008 Olympics in Beijing further assure foreign sportswear companies that there is great potential in the market in China. Internationally renowned brands such as NIKE, adidas, Reebok, CONVERSE and PUMA enter into China’s market one after another, forming a balance of power against domestic brands such as LINING, KANGWEI, DOUBLESTAR and ANTA. The confrontation of foreign and domestic brands has contributed to the unprecedented thriving of the sportswear market in China. It has also intensified competition. Sportswear companies at home and abroad share the sportswear market of tens of billions in China. Compared with internationally renowned brands, the competitive strength of domestic sportswear brands is still very weak. Firstly, few self-owned brands. Currently, China has become the country that can produce the most varieties of sports goods in the world and its production has taken up 65% of world’s sports goods market which shows an absolute scale advantage. However, as to research and development capability and amount of self-owned brands, capability of owning their own brands is relatively poor. Apart from domestic brands such as LINING, ANTA and DOUBLESTAR, production of sports goods in China is mainly OEM production. According to statistics, since the 1980’s, 60% -70% of sports goods enterprises in China has been processed for foreign brands in large volumes. The internationally renowned brand NIKE has 40% of its products made in China. In OEM, domestic factories earn a processing fee while the foreign companies get added value of intangible assets and excessive profit. It can be seen in this comparison that domestic factories are in an inferior position. Secondly, sales of domestic brands have no advantage. In the ranking of sales in sports goods market in China, famous foreign brands like NIKE, Reebok and PUMA have firmly held the first three positions in recent years. Internationally renowned brands have taken up a large part of medium and high grade sports goods market. Lastly, compared with foreign brands, domestic brands still have some way to improve their brand recognition. As is shown in a research on domestic sports lovers, less than 10% of sports lovers can match domestic brands with their respective image representatives. 30% of them can recall representative celebrities of several brands but fail to remember names of these brands. Almost 40% people pay no attention to such brands. Many people think domestic brands are much alike, too miscellaneous and could not be - 11 - compared with international renowned brands. It can be seen from the research that most of domestic sports goods brands still have a low brand recognition among consumers, which is of great difference with that of famous foreign brands. c. Outdoor sportswear market is conservative. Domestic enterprises must increase technology content in products It is estimated that there are currently nearly 300 domestic outdoor goods manufacturers and almost one hundred world-widely famous outdoor goods manufacturers as well as clubs in China. An annual sale of outdoor sports goods and equipment is about RMB 1 billion. Over 100 million people at home have taken part in outdoor sports. The outdoor sportswear industry has only emerged in the last few years in China has shown great potentials and drawn attention from insiders. As an emerging industry, outdoor sportswear certainly owns a huge market space in China. However, up to now, it still takes up a rather conservative market share. As the situation in many other emerging industries, the outdoor sports goods market in China is currently dominated by foreign brands. China’s sports goods companies are making efforts to develop in this field but remains at a primary stage and has not yet realized a certain scale and power. One of its disadvantages is little promotion of the products from the perspective of life style. Moreover, there remains some way to go in terms of technology development. Outdoors sports are highly professional sports. They have requirements not only on physical abilities of participants but also on outdoor wear that they should adapt to bad weather and complex geographical environments as to serve as a first protection in outdoor sports. Only a few high-tech advanced materials and professional performance designs can meet the strict requirements on functions and quality of outdoor wear. Therefore, apart from promotion in life styles, quality of products is the key to the success of outdoor sports brands. The key factor in real development of domestic outdoor wear enterprises is quality improvement. It is estimated that domestic sports goods market will reach a scale of RMB 55 to 80 billion. 2-tie and 3-tie markets in China are very huge, taking up more than a half (about RMB 47 billion) of the market. In the coming years, sportswear industry in China will surely see a new vital development period. Note: the above data come from http://www.ctei.gov.cn/, http://www.ef360.com/ etc. 4. Analysis on Characteristics of Sportswear Industry Buyers 4.1 Continent Distribution Oceania 4.00% Southeast America 3.00% Asia 38.00% Middle East 5.00% Africa 8.00% Europe 19.00% North America 23.00% - 12 - 4.2 TOP 5 Countries/Regions with Most Buyer Feedback Continent Country/region United Kingdom Italy Europe Netherlands Spain France United States Canada North America Mexico Asia Pakistan Korea, Republic of Malaysia Brazil Puerto Rico Central & South America Ecuador Argentina Costa Rica Australia New Zealand Oceania New Caledonia American Samoa Fiji Middle East Israel Turkey Iran, Islamic Republic of Kuwait United Arab Emirates Africa Continent Country/region Nigeria Egypt South Africa Madagascar Ghana Hongkong India - 13 - 4.3 TOP 30 Most Searched Keywords Rank of Hotest buyer-searching keywords swimwear soccer jersey bikini football jersey jersey sportswear bathing suit basketball jersey sports wear track suits swim suits soccer jerseys lathe machine swim suit sports jersey garment soccer uniform clothing athletic wear football jerseys clothes beachware swimming wear football ware hockey beach wear sexy bikini wetsuit jerseys jogging suit fashion bikini Note: data quoted as of April 30, 2008. - 14 - 4.4 Representatives of Alibaba Sportswear Industry Buyers (Partial) NOTICE: Above all, Some Sources are from: China Customs Ministry of Commerce of the People’s Republic of China UN data statistics China Industry Research - 15 - Gold Supplier Membership Gold Supplier is Alibaba.com’s highest and most premium level of membership that helps maximize your company’s exposure and business opportunities. 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