Summer economy meets Paris Games, sports products become hot
“Recently, overall sales have achieved an astonishing 270% month-on-month growth, which has made the heads of companies specializing in sports and outdoor products overjoyed.” Since the company successfully transformed into a cross-border e-commerce company, its SHEIN store orders have continued to rise, with an annual growth rate of 30% to 40%. Last year, sales easily crossed the 10 million yuan threshold, and this year, driven by the sports year, sales doubled, and the average daily shipments soared to more than 4,000 orders, demonstrating extraordinary market vitality.
In 2024, the sports world ushered in a grand carnival. From the Asian Cup and European Championships at the beginning of the year to the upcoming Paris Olympics, each event has attracted global attention with its unique charm. In particular, the Paris Olympics, with its fusion of “fashion sense” and “technological style”, has become a new trend leading the trend, setting off a wave of fashion sports and technological sports around the world.
This wave has also profoundly affected the international consumer market. The “Four Great Kings” of summer made in China – swimwear, beach pants, sunglasses, smart sports watches and outdoor/water sports equipment, etc., shine in the European and American markets, not only driving the hot sales of fashion, accessories, sports, digital and other industries, but also becoming the “four pillars” indispensable in the summer economy. Among them, the sports category is particularly eye-catching. With the dual blessing of seasonal consumption and the Olympic effect, it has become the fastest growing star category. The domestic sports goods industry cluster area has ushered in the peak of orders in advance.
With the approaching of the Summer Olympics, various characteristic fashion sports products have gone from the Chinese industrial belt to the world with the help of cross-border e-commerce platforms such as SHEIN, once again setting off a wave of Made in China. Globally, the international trade circulation of sports and outdoor products continues to grow. It is estimated that by 2025, the scale of the cross-border e-commerce market will exceed the US$248.5 billion mark. The continuous expansion of the consumer group has also injected a steady stream of power into this field.
In markets such as Europe, North America, the Middle East and Japan, sports and outdoor products on the SHEIN platform are very popular, especially products closely related to water sports, cycling, hiking, camping and other scenes, such as swimsuits, swimming trunks, cycling clothes, etc., which have become hot-selling items. SHEIN sellers in Jinjiang, Quanzhou, Fujian are one of the witnesses of this prosperous scene. With the advantage of their own beach pants factory, they have successfully realized the transformation from wholesale to self-production and self-sales, and have achieved remarkable results in the sales boom of swimsuits and beach pants this summer.
As the countdown to the opening of the Paris Olympics approaches, the discussion and attention of related topics continue to soar. On the SHEIN platform, the number of searches for “Olympic Games” related sports products, clothing accessories, home decorations, accessories, etc. has surged, showing the enthusiasm and expectations of global consumers for sports fashion. This trend not only breaks the boundaries of traditional cross-border star categories, but also allows sportswear and related products to show unprecedented growth potential in the global consumer market.
Enterprise sellers in the domestic sports industry belt are actively embracing this change, and have gone overseas to make layouts, injecting new vitality into the global sports consumer market. “Made in China”, which is loved by consumers all over the world, is embracing a broader market prospect with an unprecedented attitude. Now, in China’s industrial chain, we can not only feel the vigorous development of the domestic market, but also clearly hear the strong beating pulse of the global sports industry.