National fitness is sports, and the sportswear market is business. There seems to be no relationship between them. In fact, there is a close relationship between sports and business. At present, sports business has become an important industry in the commercial system of China. For example, Fuzhou 1998 China Sporting Goods Fair has become the third largest sporting goods fair in the world. Sports consumption has become an industry and fashion.
The latest research shows that fitness activities are beneficial to improve brain function. Causes the brain to produce a substance called acetylcholine, which can make people feel relaxed and happy. Therefore, whether teenagers or middle-aged and elderly people, regular physical exercise can make people feel refreshed, happy and comfortable for a long time, and finally achieve the effect of healthy growth or longevity. This is why people pay more and more attention to physical exercise and increase their investment in sports consumption year by year.
For middle-aged and elderly people, in addition to these beautiful physical feelings, it is more important to participate in fitness activities, get opportunities and occasions, let them return to society, participate in society, find their social status and social value again in the new social environment and new social groups, reshape their image and establish their position in new groups.
All these changes brought by participating in fitness activities can weaken or eliminate the negative effects brought by the elimination psychology of the elderly, such as being eliminated by history, abandoned by society and all kinds of loneliness and boredom. Relieving psychological depression will enable the elderly to re-establish positive psychological reactions and life fun, and then make their lives, especially their spiritual lives, full and happy. Wearing comfortable and good performance sportswear can bring great convenience to fitness activities. Exercisers can avoid the worry that ordinary clothes are not suitable for sports activities, and then can promote them to devote themselves to fitness activities.
In addition to the functional characteristics of sportswear, the psychological effect and influence of the production, style, color and fabric of sportswear on the wearer has long been confirmed by clothing science and chromatics. Sports clothes with simple style, bright colors and excellent fabric texture will also induce the positive effects of excitement and pleasure in the nervous system of middle-aged and elderly people, and then stimulate the benign reaction of the whole human body. Therefore, putting on your favorite sportswear will make middle-aged and elderly people more youthful and stimulate their enthusiasm and enthusiasm for participating in fitness activities. A nation is made up of individual members, and the health of individual people will naturally bring prosperity to the whole nation. Obviously, in many achievements of fitness activities, the important role of sportswear can never be ignored.
In China, martial arts, qigong, shuttlecock kicking, yangko and other effective fitness and entertainment activities have been circulated since ancient times, suitable for middle-aged and elderly people, and have formed their own distinctive sportswear in the process of popularization and inheritance for thousands of years. Nowadays, with the popularization of sports and the expansion of sports, new sports activities and fitness equipment such as badminton, table tennis, gateball, ballroom dancing, Mulan boxing and aerobics have been added to popular fitness activities in society. When middle-aged and elderly people participate in these fitness activities, they don't put forward high requirements for clothes. However, with the deepening of participation in activities, the improvement of sports skills, and the increase of various competitions, performances and networking activities held to promote national fitness, people will naturally put special sports clothes on the agenda. The national fitness campaign will promote the development of sports in China and the all-round development of sportswear market in China. Among them, the consumption of middle-aged and elderly sportswear still has great potential for people to develop. The function and shape of the human body will constantly change with the increase of age, especially after people enter middle age, the changes of the function, shape and psychology of the human body will be more significant. They are no longer developing in a rigid direction like teenagers, but in a discrete state where the individual differences between height, height, fat and thinness are constantly widening: big belly, thick waist, drooping hips and hunchback are typical characteristics of some middle-aged and elderly people.
Faced with such a special group, it is impossible for sportswear manufacturers to go to the assembly line without uniform size and proofing. Modification of plate type and small batch production will increase the cost. This is the last thing manufacturers want to do. Therefore, middle-aged and elderly people are only "fat" when buying sportswear. Secondly, the endurance of middle-aged and elderly people, especially the elderly, is declining. They are unwilling and unable to tolerate the discomfort and stimulation of hard cuffs, short crotch, tight pants and chemical fiber fabrics. However, the traditional ethics and aesthetic concepts in China make middle-aged and elderly people more cautious and introverted when choosing clothes, and lack the bold and lively psychological characteristics of foreign elderly people in the way of clothing, so the requirements for colors, styles, fabrics, functions and accessories of sportswear are particularly difficult to meet than those of young people. This has caused people to misunderstand that middle-aged and elderly people are "picky" and "difficult to serve".
In fact, the consumption psychology of middle-aged and elderly people on sportswear is similar to that of ordinary clothes. With the growth of age and experience, people's psychological quality tends to be mature and stable. Therefore, the average middle-aged and elderly people first require that the color tone should not be too dull and rich in color when choosing sportswear; Colors should be simple, bright, pure and elegant, pleasing to the eye and extraordinary; The style should be steady and dignified, loose and decent, comfortable and generous; Functions should be soft, warm and elastic; Fine processing, high quality and reasonable price ...; These have reduced their choice of sportswear.
Although in recent years, many clothing experts and scholars have been calling on middle-aged and elderly people in China to emancipate their minds, break through the shackles of old traditional clothing aesthetic concepts and customs and age sense in China, and boldly choose beautiful colors and styles to show that middle-aged and elderly people still have youthful vitality, the traditional concepts and customs formed in China for thousands of years cannot be easily reversed overnight. The yellow skin color of China people is a color that makes clothing difficult to match. In this regard, China's clothing manufacturers have not fully understood. The world clothing industry has turned its attention to China, a huge consumer market. With the deepening of reform and opening up and the opening of the country, the world famous brand clothing swarmed in and quickly gained a firm foothold. According to related reports, there are many kinds of domestic clothes in various colors on the market at present, and the prices are not high, but they are still not as good as well-known foreign brands. The survey shows that the main reason why foreign famous brands are favored by consumers is that the fabrics used in clothing feel good, they are soft and comfortable to wear, and the styles are fashionable, which represents the fashion trend. Although the price is higher, it is acceptable to some wage earners. Pierre Cardin, a world-famous fashion designer, has visited China for 20 times to carry out various cultural and commercial exchange activities to open the door to China's clothing. After careful consideration and investigation, he transformed the suit that was pushed to China from the European version to the China version. Even considering the differences between southerners and northerners in China, its high-end suits can stand in China.
According to a survey by Mailand Information Company, a subsidiary of the National Bureau of Statistics, in several middle schools in Beijing, more than half of the children have at least one set of designer clothes, among which 30% have two or three sets, and 10% have more than four sets. The sportswear market is also facing the same situation. According to CCTV reports in related programs, more than 90% middle school students in Beijing are proud of owning a set of well-known foreign sportswear such as Nike (including sports shoes and other clothing accessories). In a letter to Li Ning, three middle school students in Beijing explained in detail that it is not that they blindly worship foreign countries, but that domestic sportswear is not as good as world famous brands in style, function, performance and color.
Looking at the sportswear market in China, famous foreign brands have swept the world by virtue of abundant funds, advanced equipment, stable quality, exquisite fabrics and superior performance, as well as the celebrity effect of world-renowned sports teams and lode runner. Among them, it is inseparable from the modern scientific knowledge, Schindler's information network, rich market experience, exquisite design team and far-reaching marketing vision owned by producers and operators.