Domestic 188bet app download brand，The collective life before 2014 was so miserable，In 2015, things started to pick up again。Where is the mystery of the reversal?JD.com big data platform discloses "2016 China 188bet app download Consumption Ecosystem Report"，It uses data to explain some reasons，And revealed eight major changing trends in 188bet app download consumption in the future。Interesting thing，Data disclosed in this report，The rapid rise of the central market，Growth faster than the Midwest;The post-80s generation will spend more money on 188bet app download goods as they get older，And women’s consumption potential has long been ignored，The market is huge and needs e-commerce to stimulate it。

一、188bet app download consumption reaches an inflection point in 2015，By 2025, the total scale of 27 provinces will exceed 7 trillion

As understood，Starting from the beginning of 2012，Domestic 188bet app download brand companies have entered the "store closing trend" across the board。According to statistics from the 2012 annual reports of major 188bet app download brands，In Li Ning、Anta、Peak、China Trends、Xtep、361 Degree among the six major domestic 188bet app download brands，Only 361 Degrees saw a slight increase in the number of stores last year, 217 stores，The total number of other five major brands closing stores is close to 5,000。This decline will last until 2014，The proportion of 188bet app download consumption in GDP reached a new low this year。

But，Starting from 2015，188bet app download consumption is picking up momentum。 Same period，Per capita GDP increased by 5% compared with 2000.2 times。In accordance with internationally accepted standards，When per capita GDP reaches 5,000 US dollars，The 188bet app download industry will show a "blowout" trend，Currently China’s per capita GDP has reached the level of more than 8,000 US dollars，But per capita 188bet app download consumption is only one-tenth of the global average，As consumption changes from survival to development，The potential of 188bet app download consumption will be released to a greater extent in the future。Judging from the domestic brand market situation in 2015，Domestic brands present a five-point world pattern，Among them Anta、Li Ning、Xtep、361°和Peak，Achieved positive revenue growth during the same period，Anta breaks through the 10 billion mark，Li Ning turns losses into profits，Reflects the characteristics of the industry as a whole coming out of the adjustment period。

According to the 21st Century Economic Research Institute，Last year, 31 provinces across the country issued 188bet app download development plans，27 provinces have proposed specific goals to plan the total scale of the 188bet app download industry to exceed 7 trillion by 2025。Among them，The total scale of Fujian’s 188bet app download industry reaches 1 trillion yuan。

二、Over 70% of orders are generated on the mobile terminal, and the mobile terminal has become a powerful tool for sinking brand channels

Looking at the proportion of sales channels in the 188bet app download and outdoor categories，The mobile version has completely surpassed the PC version，First half of 2016，The national mobile penetration rate has exceeded 70%。

The western channel has the most obvious sinking effect。Guizhou、Shaanxi、Gansu、Xinjiang、Yunnan has a mobile penetration rate of over 77%，Becoming the region with the highest mobile usage in the country。And Zhejiang、The mobile penetration rate in mature markets such as Shanghai is not as good as the former。This shows，Channel sinking for 188bet app download users, especially new inland users，Brings more diverse shopping options，As a result, online consumption is growing rapidly，The mobile usage rate of new users will also be significantly higher than that of old users。　

From the perspective of mobile penetration in cities of different levels，The lower the city level，The penetration rate of mobile terminal is higher。Six of them (Shang Yao、Zunyi、Pixian County, etc.)、Fourth tier city (Zaozhuang、Shiyan、Beihai, etc.)，Leading cities in all tiers，This shows，Low-tier cities cross the PC side and directly enter the mobile e-commerce 188bet app download stage。

3. The fastest growing market is no longer the rapid rise of the central part of the eastern market

From the perspective of the expansion of national 188bet app download consumption，The growth in the central region is more obvious，The proportion of its consumption in the country，13 of eight central provinces in 2013.8% increased to 18 in 2015.3%，It is the area with the fastest growing share in the past two years。Eastern、Proportion of 188bet app download consumption in the western region，From 65 in 2013.4%、20.8%，Down to 61 in 2015.2%、20.5%。　

Generally speaking，Provinces where online sporting goods 188bet app download is increasing rapidly (except Shandong、Zhejiang、Outside Fujian)，All distributed in emerging markets in the central and western regions，This is related to the improvement of local 188bet app download levels and the sinking of e-commerce channels、Related to the rapid rise in online 188bet app download。Take Guizhou, which has the fastest growing sporting goods 188bet app download, as an example，The growth rate of its social retail products has not only risen to the middle and upper reaches of the country，The mobile 188bet app download penetration rate is also the highest in the country。

four、Cycling、The per capita consumption of fitness training is the highest, and the new generation of outdoor 188bet app download consumption is booming

According to JD big data platform analysis，From the perspective of each user’s spending on each sub-category，Cycling、Fitness training has become the sport with the highest per capita 188bet app download。188bet app download index of each user on these two types of products in 2014，Significantly increased by 16 compared with 2013.0%、10.3%，Basic sporting goods, etc. dropped by 2.5%。

What deserves attention，In all subcategories，By the first half of 2016，Fishing supplies、Cycling 188bet app download consumption growth rate exceeds 75%。188bet app download enthusiasts have shifted their focus from traditional 188bet app download to include hiking、Cycling、Camping、On outdoor 188bet app download such as rock climbing and kayaking，The new generation of outdoor 188bet app download consumption boom is rising。

五、The middle-aged and elderly people born in the 1980s have a larger 188bet app download consumption market, which is worth planning and exploring early

JD big data platform display，Includes sneakers and bag、Sportswear、Sporting Goods、Cycling、Fitness training、Outdoor equipment、Outdoor shoes, clothing, fishing supplies and other categories，People aged 26 to 35 account for more than 51% of their 188bet app download。　

The "Global Wealth Report 2015" released by Credit Suisse Research Institute also shows，China’s middle class will reach 100 million in 2015，The young new middle class born in the 1980s are the rising golden consumer generation，They dare to try new things，For example, sea fishing、Cycling、Outdoor cross-country。At the same time, there are certain requirements for the quality of 188bet app download products，Easier to convert exercise habits into physical consumption。JD big data platform estimate，By 2020，The current post-80s generation and the post-90s generation who are gradually entering the workplace，will account for 30% of China’s urban population ，Consumption power will continue to increase。Also，Today’s post-80s consumers，Will maintain and develop various 188bet app download hobbies，will be an important force in future consumption。This means，After entering middle age and old age after 80 years old，There is still great consumption potential;Their career and family have basically entered a stable stage，The actual wealth control ability is stronger，To exercise and quality life，There is an urgent need。Compared to the current consumer group of those born in the 70s and 60s who are over 36 years old，The post-80s generation who will enter middle age and old age in the future，Greater consumption potential，Worth enterprise layout and exploration。　　

six、Outdoor consumption growth quadrupled in two years, good days for 188bet app download shoes and bags are coming

Mountain climbing、Hiking、Skiing and other outdoor consumption are at the forefront。China wins the right to host the 2022 Winter Olympics，Estimated，The income of other related industries driven by the ice and snow 188bet app download involved in the Winter Olympics will reach more than 300 billion yuan。Also，In 2015, foreign professional brands concentrated on opening stores in China。From the overall development stage of the industry，Market introduction period completed。　　

From 2013∽2015，The user index and consumption index of 188bet app download shoes and bags both increased nearly 4 times。Follow this trend，188bet app download shoe and bag companies will have better performance in the past two years，And some domestic 188bet app download shoes and apparel brands that continue to suffer losses and have huge inventory pressure，It is expected to turn around in the past two years。

seven、Building cross-border 188bet app download consumption scenarios has become a craze, and the concept of the 188bet app download industry ecosystem is booming

In the era of mobile Internet，Mobile device、Social Media、Big data、Popular application of sensors and positioning systems，Let 188bet app download consumption usher in a scene-based revolution。

2015 to present，Leading company in traditional industries，And Internet giants have laid out the 188bet app download industry ecosystem，Welcoming the scene-based revolution in 188bet app download consumption。Traditional 188bet app download goods production、Event Operations、188bet app download Goods Sales，And 188bet app download consumer services and other industries，The division of labor in related industries is no longer fragmented;Operation of 188bet app download events，Production of 188bet app download products，And the development of related derivatives are more closely connected，The industry places more emphasis on the overall synergy development of a complete 188bet app download event IP。

eight、China will be the world’s largest market for foreign brands, and the female market will become the new favorite

As understood，And cosmetics、The same categories as maternal and infant products，China will become the largest market for foreign 188bet app download brands in the world，Also the fastest growing market。Foreign 188bet app download brands will speed up their deployment in the Chinese market，In recent years, the war will burn from first- and second-tier cities to fourth- and sixth-tier cities。In addition to competing for sinking channels，Big foreign brands also pay special attention to occupying the women’s 188bet app download market。For example，Nike is using integrated marketing communications、Offline experience activities、Nike+digital platform and other layouts，Quickly occupying the women’s 188bet app download market。Data display，As of October 14, 2015，Nike women’s product line revenue reaches .7 billion that year。And Nike’s goal is，To achieve annual revenue of US billion in women’s product lines in fiscal year 2020，This will account for 1/5 of the total annual revenue。Adidas certainly senses the huge business opportunities in the women’s 188bet app download market，Just established an "X-shaped" Pop-up concept space in Victoria Park，Provide free fitness training experience for young women。Yibang Power Network learned，In recent years，The female consumer market is seen as a new growth driver for the 188bet app download market。Deutsche Bank comprehensive research report also shows，Yoga pants、Quick-drying clothing and other sportswear are gradually becoming consumers’ new favorites，Especially the women’s clothing market，Sales are getting bigger and bigger。Even Chanel、H&M、ZARA and other luxury and fashion brands，All have launched 188bet app download products。　

According to data from JD.com’s big data platform，The proportion of male 188bet app download users compared with the total male users of the site，Higher than 18.29%，The proportion of female 188bet app download users compared with the female users of the entire site，low 30.01%。This shows 188bet app download consumption，Men have more 188bet app download consumption habits than women。The consumption potential of women’s 188bet app download has not been released，188bet app download e-commerce companies can try to meet women’s shopping needs from many aspects。