奧運帶動運動消費,Keep户外相關產品Q1同比增長38%
2024年是運動大年,萬眾矚目的巴黎奧運會即將舉辦,同時歐洲盃、美洲盃、網球四大滿貫等多項世界大賽也將接踵而至。體育賽事正在為體育產業發展創造積極有利的市場條件。北京、上海、成都、西安、杭州、中國澳門、中國香港等城市也都將迎來各個單項國際賽事。在一系列大賽引領下,體育產業有望進一步爆發增長潛力。
奧運大年的推動下,體育產業有望進一步爆發增長潛力。同時,隨着户外運動人數的持續爆發,户外運動行業規模進一步增長,全國《户外運動產業發展規劃(2022—2025年)》顯示,截至目前,全國户外運動參與人數已超過4億人,到2025年户外運動產業總規模將超過3萬億元。
大賽推動與户外運動熱潮作用下,大眾對運動消費品的熱情高升。公開數據顯示,2024年Q1,淘寶户外手錶銷售額同比增速11%,增速超過智能手錶,這給行業玩家帶來了明顯的增長空間。同時,包括護具、手套等產品在內的户外裝備與瑜伽服飾品類銷量都有了不同程度增長。
Keep(3650.HK)2023年度報吿顯示,公司在強化室內優勢的同時,正在積極擁抱户外,完善户外服務功能,在户外挖掘更多商業化機會。根據淘寶的第三方監測數據,截至2024年Q1,Keep居家健身設備裏的啞鈴、健腹輪、壺鈴同比升幅超200%;Keep户外相關產品同比增長38%,其中護具類產品增長36%,泳鏡增長70%。瑜伽服同比增長46%,遠超大盤升幅。
國信證券表示,Keep在2023年拓展户外裝備和課程內容,在户外行業熱潮下,有望帶動消費品收入及毛利率提升。
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