Research On The Present Situation And Prospect Of The Sports Underwear Market In Beijing

With the rapid development of China’s economy, a scientific way of lifebecomes people’s first spirit pursuit day by day, and its primary route ofacquiring should be fitness and sports participation. People begin to focus onbody fitness。 Those who involved in sports have an increasing demand towardsthe multiple sportswear market, as well as the demand of sports underwear. Inrecent years, a large number of high-performance sports underwear brands havegrown dramatically as commodities. Many underwear manufacturers and sportswearproductive enterprises found the sportive underwear market is greatly potential,and this has triggered more fierce market competition in the underwear field.Beijing, being the political, economic and cultural center，in which themarket has its own characteristics. This paper tries to search the present demandsituation of the sports underwear market in Beijing, to grasp the marketinformation, to reveal the latent demand and opportunities. Through the paper,the author will provide a theoretical direction towards the development of sportsunderwear in Beijing, make the enterprises suit the market requirements better,advance their market competition capability and promote the healthy and rapiddevelopment of Beijing sports underwear market.Researching methods as the literature material method, the questionnaire,the interview method and the mathematical statistics method are included. Thispaper has made a detailed market research towards the present situation of thesports underwear market in Beijing. Firstly, it defines the meaning and featuresof sports underwear; secondly, it analyzes the present research situation ofthe sports underwear enterprises at home and also abroad, then it has an inquiryabout the characteristics and the fitness needs of the movement towards thepeople which are keen in sports; At last, it makes analysis on the consumptionand demand, raises a series of problems and the future trend in this field.Based on those analysis, this paper has put forward of some feasiblesuggestions as the following:1.The sports underwear industry should focus onthe market of the middle and the upper class, develop the market of higher-prized,higher-qualified products.2. Expand the product differentiation to getdifferentiated advantages, segment the market.3. The sports underwearenterprises should increase research efforts and technological innovation,strengthen the comfortableness and functionality, and pay attention to thedevelopment of new fabrics at the same time.4. Attach importance to the brandconstruction.5. Enlarge the publicity and marketing, enhance the popularityof and universality of consumer groups.