Marketing research of the sportswear market. Development of a marketing strategy for promoting sports shoes to the market

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Business in the sporting goods market

Until recently, most sports stores focused on the sale of expensive sports goods coming from famous world brands. But in the last 5-10 years, companies that began to enter the market and gain a foothold in it brought a different trend. There has been a sharp expansion of the range. In the lines of trade, goods of less well-known and expensive brands began to firmly establish themselves.

And although the premium niche was still profitable, network players began to pay more attention to serving the needs of an average-income consumer. All this has led to the fact that the range of the market has greatly increased. Products of domestic manufacturers began to appear - clothing, goods for sports, fishing, and tourism.

The Russian sporting goods market grew quite steadily. On average, the annual percentage increase was 15-17%. In 2009, a sharply negative indicator was recorded, but after that the situation stabilized again. All this happened against the backdrop of an increase in audience demand for sports and fitness services. The very topic of sports and health has changed the quality of demand.

Then, in 2014, the preparation and holding of the Olympic Games in Sochi gave an increase in the interest of the audience, and as a result, an impetus to the further growth of the sports goods market. In 2015, one could say that in 4 years the market increased by 60%.

Difference of the domestic market

The group of companies Intesco Research Group conducted research, which could be used to judge the difference between our sports goods market and foreign ones. For example, it became clear that the structure of demand is very different. In Russia, sportswear was 45% more interested than, for example, in the USA. And the training segment, on the contrary, made it clear that our demand for them is 35% lower. The same situation was with the demand for sports equipment. In Russia, it was lower by 10%.

Online segment of the sporting goods market

Interestingly, against the backdrop of a general increase in online commerce, the segment of sales of sports goods via the Internet has also grown. Tebiz Group conducted research on this subject. According to them, by 2014 the online sales segment had grown by 36% and amounted to 20 billion rubles. The subsequent years showed only the continuing growth of the segment.

Interestingly, according to the statistics of the end of 2015, the most “productive” requests for this segment were “buy skis”, “buy a simulator”, “buy videos” and others. But “buy a bike” outperformed the rest with 316,000 searches per month.

Among the main players in this segment, Sportmaster.ru, Velodrive.ru, Velosite.ru, Air-gun.ru, Kant.ru, Activizm.ru and Alpindustria.ru stood out the most.

Segmentation of the sportswear market

Since sportswear is the most massive segment of the sports goods market in Russia, it would be interesting to take a look at how the segments are divided into price categories using its example. As the statistics showed, the price category also depends on the location of the point of sale. So it turned out that the upper price category is basically acceptable for specialized boutiques. The average price tag is in mono-brand and multi-brand networks. A low price tag - mainly in the markets, as well as in small stores that are not included in the networks expanded throughout the territory of the Russian Federation.

During the crisis years, it was the retail chains of the federal scale that experienced the greatest growth, which were able to retain the audience with the help of the average price. Also, those buyers who previously focused their interest on the premium segment at the stages of general savings and a decline in demand also redirected their interest to the middle segment, which only contributed to the growth of opportunities for large chains.

But in recent years, the situation on the market has stabilized. As before, the leading positions in the market are occupied by large chains. But now it has become easier to spread their influence to shops and firms that cannot boast of such a scale.

Since the crisis, they either left the market, or, following the example of large chains, tried to conquer the vacant niches. Franchising became one of the ways to expand and absorb an additional audience. Franchising is now also seen by many firms as a good way to quickly and effectively expand their brand into new territories.

Franchising

Franchising is now spreading by leaps and bounds in all areas of business. And the sporting goods market is no exception. But just like in other areas of franchising, entrepreneurs in this market segment fall under the influence of the same mistakes and troubles that can only be avoided through experience. Alas, the franchise business is growing too fast for all players to understand.

Therefore, the more franchises are sold and bought, the more unsuccessful examples of interaction between the franchisee and the franchisor are revealed. In order not to get into situations of an unsuccessful start, an entrepreneur aimed at acquiring a franchise needs not only to correctly choose from the offers on the market, but also to understand the essence of franchising, which in no way consists in building a business on its own.

You can read more about such mistakes on the part of franchisees, as well as on the part of franchisors, in other materials of our catalog. For example or .

Sporting Goods Franchises

The sporting goods franchise segment is quite extensive. Not only the actual sportswear and equipment for sports get there. These can be offers from firms producing goods for a healthy lifestyle, recreation, tourism, and even companies focused on the healthy lifestyle segment in the field of vending machines. Accordingly, investment proposals also vary widely and provide an opportunity for a novice entrepreneur to choose what attracts him.

Franchise ElectroTown

Starting investment - 1,100,000 rubles

Claimed payback period - 7 months

sale of personal electric vehicles

Lump sum - from 350 000 rubles

Royalties - 15,000 rubles per month

ElectroTown has been selling its franchise since 2017, although it has been operating on the market for over 4 years. The offer for future franchisees is quite flexible and includes several options for cooperation. Including - and exclusive territorial rights for partners in the region.

The franchisor claims that his partners, with the right approach to building a business according to a proven scheme, can count on a net profit of 200,000 rubles per month. Learn more about the net profit calculation scheme and get acquainted with the terms of the franchise ElectroTown you can.

Franchise Sports nutrition vending machine i-Coffee

Starting investments - from 275,000 rubles

The main activity of the company is vending machines for the sale and preparation of sports cocktails

Royalty - none

It is worth paying attention to the franchise, if only because an interesting scheme of cooperation and building your own business on vending machines is presented for the franchisee. In addition, it does not provide for any lump-sum contribution or royalties.

According to the franchisor, such a semi-automatic type of business will bring in more than 54,000 rubles of net profit per month if the installed machine sells at least 30 cups of a drink per day.

Learn more about franchising Sports nutrition vending machine i-Coffee is possible.

Franchise Nutrifit (Nutrifit)

Starting investments - from 850,000 rubles

Claimed payback period - 5 months

The main activity of the company is sale of sports nutrition

Lump sum - 190 000 rubles

Royalties - 10,000 rubles

The Nutrifit company has been operating since 2010, and has been selling the franchise since 2014. During this time, the effectiveness of the business model has been repeatedly proven on the examples of 28 franchise partners opened throughout the country.

Future franchisees may be interested in the fact that Nutrifit responsibly approaches interaction with partners - from assessing the profitability of a future business to providing an opportunity for a profitable margin on goods. You can find out the details of working on the Nutrifit franchise.

Franchise Norway

Starting investment - from 700,000 rubles

The main activity of the company is a brand of functional clothing and thermal underwear from Germany

Lump sum - none

Royalty - none

You can find out more about working on a Norveg franchise.

Speedo Franchise

Starting investments - from 1,700,000 rubles

Claimed payback period - 18 months

The main activity of the company is the sale of clothing and accessories for swimming.

Lump sum - 10 000 rubles

Royalty - none

You can find out more about the work on the Speedo franchise.

Franchise Intersport

Starting investment - from 6,000,000 rubles

Claimed payback period - 24 months

The main activity of the company is the retail sale of goods for sports and recreation of world famous sports brands.

Lump sum - 400 000 rubles

Royalty - 4%

You can find out the details of the work on the Intersport franchise.

Franchise ULTRA

Starting investments - from 1,350,000 rubles

The main activity of the company is a network of casual and sport clothing stores.

Lump sum - none

Royalty - none

You can find out the details of working on the ULTRA franchise.

Fish Hunter Franchise

Starting investments - from 600,000 rubles

Claimed payback period - 6 months

The main activity of the company is trade in goods and accessories for hunting and fishing.

Lump sum - none

Royalty - none

You can find out the details of the work on the Fish Hunter franchise.

Franchise ALLOY

Starting investments - from 1,400,000 rubles

Claimed payback period - ?

The main activity of the company is the production and sale of uniform, special, camouflage clothing, footwear, equipment and related products for security, army, police structures, hunters and tourists.

Lump sum - 200 000 rubles

Royalties - 5,000 rubles per month

You can find out the details of work on the ALLOY franchise.

01.07.2011 34477

The crisis is the time to stop. To understand where, at what point in development we are, what is happening and how the situation will develop further. The Russian shoe market was analyzed by the leading consultant of Fashion Consulting Group Galina Kravchenko.

An objective assessment of the size of the shoe market is difficult due to the lack of a reliable statistical base, as well as the actual presence of unrecorded production and “grey” imports on the market. At the same time, the reliability of the existing announced data on the market volume is questionable. Estimation of the size of the footwear market, appearing in the media

Based on these data, the average consumption should be between 3 and 4.5 pairs per person, which is close to the European value. But what is unlikely, since the standard of living in Russia is much lower than in Europe. The estimated price corresponding to these figures lies in the range from 976 to 893 rubles. These very low prices can only correspond to the prices of the spring-summer season, since the average price for shoes in the autumn-winter season is from 2000 to 3000 rubles. At the same time, the climatic features of Russia imply the mandatory consumption of the most expensive winter shoes, as well as the purchase of shoes made from natural materials. Therefore, the average consumption price of shoes should be higher.

Methodology for calculating the market volume

A more objective picture can be obtained on the basis of average consumption, as well as the structure of retail trade turnover in Russia.

Market size calculation based on average consumption

The population of Russia in 2008 was 142 million people. According to experts, the average consumption in Russia is 2.6 pairs per year per person. Taking into account regional specifics, price ranges and seasonal types of shoes, the average price is 1500 rubles. Based on these data, the size of the shoe market in 2008 is 369.2 million pairs and 553.8 billion rubles. ($22.4 billion).

Calculation of the size of the shoe market based on retail turnover

According to Rosstat, the retail trade turnover in 2008 amounted to 13,853.2 billion rubles. At the same time, footwear, clothing and fabrics accounted for 13%, or 1800.9 billion rubles. The share of fabric sales is 0.03%. The clothing market is 1247.6 billion rubles. (according to FCG) . Accordingly, footwear accounts for 549.14 billion rubles. ($22.278 billion).

Comparison of these two estimates gives an error of less than 1% (0.83%), which allows us to speak about the objectivity of the calculations. Thus, the volume of the shoe market in Russia is 553.8 billion rubles.

Footwear market dynamics from 2005 to 2008

Despite the progressive growth of the market, the slowdown in its growth in the period from 2005 to 2008 obviously. This indicates gradual saturation. That is, even in the absence of a crisis, growth rates would continue to decline in the future.

Shoe imports and the structure of trade turnover in the retail market by producing countries

Official imports to Russia are growing every year: if in 2005 it was 81.43 million pairs, then in 2008 it increased to 312.35 million pairs. At the same time, the reduction of unrecorded imports from 80% in 2005 to 30% in 2008 is obvious. Obviously, the reduced customs duties in 2006 led not only to an increase in footwear imports in general, but also to a reduction in the unofficial import of footwear into the country.

Structure of imports by countries in 2008 (in value terms)

It is interesting to consider the structure of the commodity mass, taking into account Russian production (the share of Russian products on the market is about 10%), export operations, and consumption.

Production in Russia

Footwear production in Russia in 2008 increased by 2.5% and amounted to 52.05 million pairs (50.8 million pairs were produced in 2007). Men's footwear traditionally occupies the first place in the structure of production - 45% of the total output in 2007. This is partly due to the fact that one of the main customers for the shoe industry are government agencies. In second place in terms of output - women's shoes, the third - children's.

Domestic footwear has a strong competitive position in the segments of children's and special footwear, as well as in economy-class winter footwear. However, the breadth of the range of Russian products is limited, so domestic production is able to produce only 5% of the range consumed.

The top three over the past few years pleases with their stability: Bris-Bosphorus, Ralph Ringer and Unichel.

A special place in the shoe industry is occupied by a shoe cluster in the Rostov region. According to the estimates of the market players themselves, up to 300 shoe factories operate in Rostov, of which about 100 are more prominent. According to the Don Ministry of Industry, there are about 70 officially registered shoe enterprises in the region. The figures vary, but one thing is certain: there is no such number of small shoe manufacturers in any region. The share of the Rostov region, according to some estimates, accounts for 25% of all domestic footwear production. Don shoemakers own the brands Walrus, Nine Lines, River Style, Yuros, Sasha, Suntory, Oldy Don, Enrico, Man Line, Alex, Asket, Don Diamond.

Experts noted that annually there was a decrease in the number of domestic footwear manufacturers by 10-15%. However, in a situation of a rising exchange rate, Russian producers are in a more advantageous position than importers. Thus, in February 2009 CJSC Unichel increased its production volume by 1.4%, and the Magnitogorsk shoe factory plans to increase production volumes in 2009 to 300,000 pairs.

However, despite the potential for an increase in demand, experts have some doubts about the ability of Russian industries to triple output within two years if import duties are increased.

Recall that the tripling of production volumes was mentioned in an open letter from Russian shoe manufacturers to the Prime Minister of the Russian Federation.

This means that by 2012 the share of Russian footwear in retail should be 31% (provided that the market does not grow). In such a short period of time, companies will not physically be able to find the required number of qualified personnel. Moreover, over the past five years, jobs have not been increased, but reduced.

Another pressing problem is that Russian manufacturers do not have enough breadth of assortment. And the expansion of the assortment range requires technical re-equipment. And it is unlikely that this problem will be solved in the near future, because the manufacturers themselves emphasize that everything depends on the absence of equipment manufacturers.

These are purely production factors that make the jump in production doubtful.

There are also difficulties with raw materials and components for production in the shoe industry. The order of imported components (and their share is about 70%) increases the cost of production, that is, the market factor is also included - price competitiveness.

Thus, an increase in customs duties on imported products will make them even more expensive for the end consumer, but this does not mean that Russian-made shoes will become more attractive to the buyer. And since imported products currently account for 90% of consumed shoes, it is obvious that the increase in duties will place an additional burden on the shoulders of the retail buyer.

Volume and dynamics of segments

The key parameters for segmenting the footwear market are the price of footwear and the gender and age characteristics of buyers.

Price segments of the footwear market

According to the price segmentation developed by Fashion Consulting Group, there are three main segments in the footwear market: Low - the lower price segment, Middle - the middle price segment, Upper - the upper price segment.

The structure of price segments of the shoe market

The most significant Low segment (lower price segment) occupies 50% of the market. It, in turn, is divided into two levels: Budget - the average price for women's shoes is up to 1500 rubles; Moderate - price range from 1500 to 3000 rubles. for a pair of women's shoes. It is in the Moderate segment (40%) that the bulk of Russian footwear brands are represented: Westfalika, Franchesko Donni, Monroe, Mott, Baden, Tervolina, Respect, Ralf Ringer. There are also German brands here: Rieker, Tamaris, Caprice. Shoes in the Budget segment are presented mainly in uncivilized retail - in open markets and in discount stores "Peshekhod", "Shoe Factory", "TsentrObuv", "Zh". The low price implies the use of artificial or pressed leathers for the uppers of shoes, synthetic materials and textiles.

The Moderate segment is the most dynamic, as buyers who previously preferred the shoe markets have moved here and have shifted from the Budget segment with rising incomes. This confirms the active development of multi-brand retail chains: Westfalika, ZENDEN, Monroe, Tervolina, City Footwear, Respect, Ecolas, Easy Step.

The most promising is the lower part of the middle price segment Middle - Contemporary (Good), shoes in the price range from 3000 rubles. up to 5000 rubles, which occupies 25% of the shoe market. The growth in the welfare of the population in recent years has led to an increase in the requirements for quality and design. It is the combination of these characteristics with the optimal price that distinguishes the range of brands in this price niche. This segment includes both Russian brands, for example, Egle, Mascotte, Parmen, Aragona, Paolo Conte, Carnaby, CORSOCOMO, as well as foreign brands - leaders in the Russian market: Salamander, ECCO, Geox. Retail multi-brand formats in this segment are distinguished by a well-thought-out and recognizable corporate identity.

The most expensive Russian shoe brands are represented in the upper part of the Middle-Better segment (5000 - 7000 rubles): Alla Pugachova, ALBA, TJ Collection. Of particular note are the popular European brands in Russia positioned in this segment: K&S, Lloyd, Hogl.

Trendsetters are in the upper price segment Upper: Christian Loubutin, Bottega Veneta, Manolo Blahnik, Jimmy Choo, Louis Vuitton, Tod's, Giuseppe Zanotti, VICINI, Casadei. The main share of this segment is accounted for by Italian brands, which quite logically reflects the global leadership of Italian footwear in this segment. This segment is characterized by a boutique trade format, but there are also multi-brand chains here: no one, Parad, Articoli, Rendez-vous, Fashion & Comfort.

Segmentation of the footwear market by gender and age characteristics of the consumer

The share of women's shoes in the total market in monetary terms is 57%, men's - 25% and children's - 18%. Moreover, due to the difference in the average price for a pair, the market structure in physical terms is different: women's shoes - 53%, men's - 20%, children's 27%.

According to statistics, about 28.5 million children live in Russia. With an average consumption of 3.5 pairs of shoes per child per year, the market size is 99.75 million pairs. Among women, shoes (39%) are the leaders in the frequency of purchases in the Spring-Summer season. In the autumn-winter season, in addition to shoes (21%), semi-boots (27%) and ankle boots (25%) are in great demand. Among men's shoes, the undisputed leader in the spring-summer season are low shoes (40%), in the Autumn-Winter season boots are in great demand (57%).

Characteristics of distribution channels

The specifics of the Russian market is the mixing of wholesale and retail distribution channels in the sales of one company. Thus, historically large retail chains appeared in wholesale companies: TsentrObuv, Westfalika, Monarch, Tervolina, Monroe, Unichel. Recently, there has been a tendency to transfer wholesale sales to the franchise sales system. This is typical, first of all, for networks of the middle price segment Middle: Econika, Mascotte, Carlo Pazolini. Distributors of ECCO and Geox trademarks develop their own and franchise network. Companies that develop franchising networks: ALBA, Egle and Paolo Conte are transferring ordinary wholesale buyers to their own more democratic brands. Clients who do not work in the Paolo Conte brand format are transferred to the new P.Cont brand. This allows us to work with the entire client base without abandoning smaller clients, while at the same time maintaining the high image of the Paolo Conte brand. Accordingly, the company that sells Egle shoes has a cheaper Fugo line, the company that sells TM ALBA has SVETSKI.

TsentrObuv, Westfalika, Monarch, Tervolina, Zenden provide both franchise and wholesale sales.

Thus, Russian companies that in their pure form are engaged in only one type of activity are, rather, isolated examples. The bulk of wholesale companies are German and Italian manufacturers: Rieker, Ara, Gabor, Baldinini, FABI, Nando Muzi, TACCETTI, Marino Fabiani, K&C, Lloyd, Paul Green, Peter Kaiser, Marco Tozzi, Caprice, Tamaris, Jana, etc. Moreover, some of them open their own representative offices in Russia, while others take orders only at exhibitions.

Russian manufacturers also have their own retail: Unichel, Antelope.

Companies that own multi-brand chains are exclusively engaged in footwear retail: Mattino, Zh, Rendez-vous, Moda&Comfort, no one, Parad.

Retail formats

There are two distinct types of retail sales in the Russian shoe market: civilized and uncivilized retail. The "uncivilized format" refers to retail sales that take place in clothing markets, traveling fairs, from the sides of trucks and on folding temporary counters. The dynamic development of civilized forms of trade became possible with the emergence of large shopping centers, malls and hyper malls.

Formats of civilized shoe retail in Russia can be classified according to the following criteria:

1. By type of business:

Single stores (Independent store);

Chain stores (own or franchised) (chain);

2. According to the formation of the assortment:

multi-brand stores;

Monobrand stores;

3. By the breadth of the range - the number of product categories:

Standard department store (department stores-full-line);

Specialized department store (department stores limited-line);

Specialty store.

According to expert estimates, about 40% of shoes are bought on the market, 36% - in specialized stores, the rest - in department stores and other retail formats. Therefore, the shoe retail development vector has not changed in recent years - a decrease in the share of buyers who prefer clothing markets.

Distribution of retail sales by trade formats in Russia as a whole

According to analysts, in some regions the share of markets as preferred places of purchase exceeds 50%. It is noteworthy that in Moscow and St. Petersburg, the share of specialized stores now exceeds the share of markets. A significant trend in recent years has been the emergence of large shoe centers focused on consumers with low and medium incomes.

Experts assess the level of competition in the domestic retail shoe market as average. No company has even reached 1% of the market. In Russia, it is very difficult to achieve a larger share due to geographical, climatic and mental characteristics, as well as due to the lack of necessary skills and competencies for shoe companies to effectively manage networks.

The largest shoe chains include:

CenterObuv (309 stores)
Ecco (185 stores)
Unichel (160 stores)
Monarch (159 stores)
Tervolina (150 stores)
Ekonika (107 stores)
Monroe (90 stores)
Westfalika (88 stores)
Ralph Ringer (69 stores).

In recent years, shoe retail has been growing very dynamically: the number of stores within the chains has increased one and a half to two times over the year. This was accompanied by qualitative growth: the level of service increased, the appearance and interior of stores changed, the assortment expanded, and new sales technologies were introduced. In the process of changing shoe retail formats, a culture of consumption of branded shoes has formed, there has been an overflow of clientele into branded stores focused on customers loyal to certain brands. This trend contributed to a decrease in the share of markets in the structure of the main places to buy shoes.
Another interesting feature of the Russian footwear market is the growing popularity of multi-brand stores.

Over the past two years, Russian retail players have been increasing the number of stores, wanting to stake out as many profitable trading floors as possible. Retail chains feared the arrival of international companies on the Russian market. However, the crisis has made its own adjustments. Western players never showed up. For example, our market lacks such leading world chains as Deichmann (Germany, 2324 shoe stores in 17 countries, 1107 of them in Germany); American chain Famous Footwear (1100 stores); American company Genesco Inc (2000 retail stores of shoes and hats in the USA, Puerto Rico and Canada; shoe chains: Journeys, Journeys Kidz, Shi by Journeys, Underground Station, Johnston & Murphy, Lids, Lids Kids). The exception is BATA, which is trying to win over a domestic buyer for the fourth time. There are several reasons why there are only domestic multi-brand operators on the Russian market: a large amount of necessary investments (including in goods), high administrative barriers, as well as climatic features that require the presence of a special winter assortment in the assortment, which is unusual for both Europe as well as for America.

Reaction to the crisis and market prospects

Objectively, the situation in which the enterprises of the shoe industry found themselves did not develop today. Russian retail companies still have neither understanding nor experience in building an assortment matrix. This requires sufficient organizational and financial resources and accumulated consumption statistics in a particular city. And to get it, you need a sufficient sample, sufficient experience and analysis of past sales with the right conclusions for the next season.

In addition, shoe retail operators must have the functional skills required by retail companies: logistics schemes, export operations, management and accounting systems, established management, staff training. So far, shoe retail has something to work with.

The crisis has become just a catalyst for problems that are overdue: lack of competent management, reordering or overproduction of products due to optimistic planning, inadequate debt load. At the same time, the unpredictability of the weather of the last four seasons increased the demand dips in the off-season.

In the context of the crisis, there has been a tendency to abandon unprofitable retail stores as part of a cost reduction strategy. Similar measures have been taken by networks: Mattino, Zenden. A focus on core competencies strategy means abandoning new projects and focusing on a more profitable direction. This strategy is used by Obuv Rossii, Rieker, Ralf Ringer.

The crisis hit Russian operators hard, which work on borrowed funds. Banks changed not only interest rates, but also collateral requirements. Few banks today consider goods (shoes) as collateral. Most market participants do not own either premises or their own production.

The deterioration of the situation will be facilitated by the decline in economic indicators across the country, which will entail the already outlined drop in the purchasing activity of the Russian population, including the consumption of footwear in certain segments.

However, according to FCG, in 2009 the market size as a whole will not change. In the segment of women's shoes, a reduction of about 5% is possible, in the segment of men's shoes, most likely, there will be no changes. The sales of women's shoes will be negatively affected by a decrease in effective demand, as well as the transition of customers to cheap price segments.

Growth is most likely in the segment of children's shoes - about 15%. The optimistic factors influencing the purchase of shoes for children are: an increase in the birth rate; greater than in adult shoes, the frequency of purchases due to the increase in the size of the child and increased wear; children mostly buy high-quality, and therefore expensive shoes.

The upper price segments and the upper middle segment Better will suffer the most. Moreover, the shift in preferences will occur precisely in the direction of the Contemporary (Good) and Moderate segments. Of course, the demand for shoes in the Budget segment will grow, but this is a short-term growth that will end as soon as the peak crisis wave stops, as soon as the crisis subsides.

Most likely, the consciousness of consumers as a whole will again change to pre-crisis in one and a half to two years (for different social groups - from six months to three years), experts say.

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Assessment of the capacity of the sportswear market in Krasnoyarsk

An assessment of the capacity of the consumer market as a whole and a calculation of the capacity of certain types of consumer goods are necessary for each enterprise (firm) to analyze its capabilities in this consumer market, determine the strategy and tactics of the enterprise and the feasibility of a particular marketing policy.

There are two ways to assess the capacity of the sportswear market: the first method allows you to assess the capacity of the market on the production side:

where Ep - market capacity;

Pr - the total volume of production;

E - the value of exports of products by trade organizations;

I - import of trade organizations;

He, Ok - the balance of products in warehouses at the beginning and end of the period.

It is not possible to calculate the capacity of the sportswear market by this method, since there is no production of sportswear in Krasnoyarsk, and as a result, there is no export, and besides, there is no accounting of the balance of goods in warehouses.

The second technique is from the consumption side. This method of calculating the market capacity is based on the average per capita adjusted physiological norms of consumption of the product, the second element is the population of the city.

Where: N - consumption rate per person, items.;

H - number, people.

According to the Federal State Statistics Service, now the minimum consumption rate is 8 items for 4.2 years. It follows that the minimum annual rate of consumption of sportswear is 1.9 items per year. From here we calculate the market capacity:

(subject)

From the above, it can be seen that the capacity of the sportswear market is 1,780,598.3 items.

As mentioned above, according to experts, only 1/10 of sportswear imported into Krasnoyarsk comes from Russian manufacturers. This is only 178059.8 items.

These figures fully indicate that the sportswear market is entirely dependent on the import of sportswear from other countries.

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	Occupation	Percentage, %



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Retiree

Unemployed



Working

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Unemployed



Working

Retiree

Unemployed



Working

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Income per family member, thousand rubles	Sports	Percentage, %
	Yes, professional

I'm at amateur level

No, I don't do it at all

	Yes, professional

I'm at amateur level

No, I don't do it at all

	Yes, professional

I'm at amateur level

No, I don't do it at all

	Yes, professional

I'm at amateur level

No, I don't do it at all

Marketing research of the sportswear market. Development of a marketing strategy for promoting sports shoes to the market

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Assessment of the capacity of the sportswear market in Krasnoyarsk