Recently, a movie called “Barbie” was released in my country, which once again aroused people’s attention to “her consumption”. This pink trend has extended beyond theaters. Merchants are seizing the business opportunity of pink, and the related sports products and activities launched are sought after, which makes people see the huge potential of women’s sports consumption.
Sports shoes and clothing set off a pink wave
Zhou Ping, who recently went to a personal fitness training class, told reporters: “I wore a pink sportswear suit to exercise that day. When my coach saw my sportswear, he praised me for being fashionable and energetic.”
Statistics show that “Barbie” has cooperated with more than 100 brands, including leisure sports brands such as Gap and Zara, which have launched related pink sportswear. Not only sportswear, Nike also took advantage of this trend and launched pink sneakers with star patterns, an Italian sports and leisure footwear brand launched Barbie series skates and white shoes, and Puma launched a full range of sports shoes and clothing .
The pink theme appeared on the field
Pink medals, pink team uniforms, and pink promotional posters. Anyone with a discerning eye will know that this is an event specially created for women. Recently, Keep, a sports technology platform, launched an online running activity for Barbie sports sweet stars and pink girls. The person in charge of the event introduced: “The event will run from July 12 to August 30, and the current number of applicants is more than 20,000.”
The popularity of related activities is not only online, but also offline. Recently, a Barbie fan-themed run event held at the Beijing National Olympic Sports Center was swiped on the Xiaohongshu. During the event, the runners wore pink running shoes, sportswear, pink hats, glasses, etc. The scene was pink ocean. Runner Niu Ziwei told the reporter: “The Barbie fan-themed run is so beautiful that it is hard to refuse.” In addition, there is also the popular Hangzhou Pink Marathon and the recently concluded “Pink Storm” Capital University’s first 3-on-3 basketball league Beijing China World Mall Competition, etc.
Create a new sports scene for women
The pink-themed gym built by Magic Hip Fitness Studio in Dongguan City, Guangdong Province has attracted many female fitness enthusiasts in the surrounding area. A female bodybuilder said after using it: “Pink equipment, pink track, pink neon lights… I feel very happy when exercising here, and it feels a bit like a women-only gym.”
Zhang Qi, New Business Architect, said: “Curve, a Japanese fitness institution specially built for girls, has annual sales of 1.3 billion yuan. The gym here not only trains privately for women, but the courses and equipment are also designed according to the proportion of women’s body. In the gym, it also arranges 24 fitness equipment in a circle to meet the needs of women to communicate while exercising. Let female bodybuilders spend an afternoon and add a cup of coffee to enjoy sports here.” This kind of warmth , Considerate design has been strongly sought after by female consumers.
Our reporter Zhao Meng
2023-08-10 01:18:15
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