The Development Trend of the Sports Industry in Japan
Market News

The Development Trend of the Sports Industry in Japan

Since 2019, Japan has hosted international sports events such as the World Rugby Games and the Tokyo Olympics, which indirectly sparked an upsurge in sports and fitness for all age groups. According to a survey report on the Japanese sports market, the size of the sports market in 2019 was ¥2250.4 billion.
Published: Dec 22, 2021
The Development Trend of the Sports Industry in Japan

Japan sports market

Driven by the 2020 Tokyo Olympics, the Japanese sporting goods market will continue to grow steadily. Taiwanese businessmen should strengthen the trust of the Japanese people in Taiwanese products to expand their sales in the Japanese market.
Japan is the world's second-largest consumer market for sporting goods, second only to the United States, and it is quite popular for the general public to promote physical health or bodybuilding through exercise. From 2015 to 2016, the Japanese sports goods market grew by 2.3% to 1,428,660 million yen. Japan’s hosting of the Olympic Games in Tokyo in 2020 also helped promote the participation of all people in sports and drove the steady and sustained growth of the sports goods market in Japan.

Overview of the changes in the lives of Japanese people in the post-epidemic era:

  1. To prevent the spread of COVID-19, the Japanese government announced an emergency declaration. Since then, the number of Japanese people using gyms and other indoor sports venues has plummeted, and the people have avoided getting involved in confined spaces as much as possible. Therefore, Japanese people began to regularly participate in outdoor recreational sports. They reduced the use of gymnasiums and switched to outdoor jogging. They also switched from commuting by tram to cycling or walkig to work, and increased outdoor recreation activities such as camping and mountaineering.
  2. The turnover of Japanese gym clubs decreased by 40% to 80% compared to the same period before the pandemic. Gyms are facing the suspension of business or shortened business hours. Although gyms have resumed normal business operations, prudent Japanese people still have doubts about the confined space, which has caused gym clubs to suffer sustained blows.
  3.  The turnover of Japanese bicycle dealers has seen a growing trend. There is increased growth in the quality and quantity of bicycle sales in Japan.
  4. During the epidemic, some people began walking and running for exercise, and expressed their hope to maintain slow walking and jogging as normal exercise. In addition, because of the epidemic, more people have begun to exercise and pay more attention to exercising. They believe that maintaining good exercise habits has a positive impact on mood and health. Therefore, it can be predicted that the interest in running will continue to rise in the future in Japan.

An overview of the impact of the post-epidemic era on the Japanese sports product industry:

  1. The spread of the COVID-19 epidemic has forced the postponement, suspension, or self-regulation of domestic and international sports events originally scheduled in Japan. The delay in opening of various competitive sports and the opening of primary and secondary schools, comes at the peak season for sports goods sales. Due to the shutdown of factories at home and abroad, the overall supply chain is broken, and due to the strict self-discipline of Japanese consumers when going out, the market size has been greatly reduced.
  2. Using a combination of virtual and physical stores, E-commerce has strengthened market expansion.  E-commerce turnover also expanded smoothly, mainly due to increased demand for outdoor products such as sportswear.
  3. The sales growth of e-commerce is higher than that of physical stores. From February to May of 2020, the overall market size of sports shoes declined by 13% compared with the same period in 2019, and sportswear declined by 14%. In physical stores sales of sports shoes decreased by 22%. Sportswear decreased by 25%.  E-commerce sales of sports shoes bucked the trend and increased by 4% (walking shoes increased by 13%, jogging shoes increased by 6%). Sales of sportswear increased by 5%.

Sports goods popular in Japan in the post-epidemic era:

  1.  Being confined to the home, Japanese people have become deeply aware of the importance of sports and have become more active in sports. Due to the closure of gyms, to avoid confined indoor environments, people are jogging, walking, and biking. According to the results of a market survey, most Japanese people enjoy cycling, outdoor sports or exercising at home to relieve stress.
  2. Businesses have switched to providing home fitness services. Instructors provide online teaching courses such as home yoga, aerobic dance, and stretching through online software. Products such as yoga mats, fitness balls, and sports masks for jogging have become very popular with consumers, and sales have increased.
  3. Fitness online teaching services were launched during the epidemic, and the number of online members on various sports and fitness platforms has also increased significantly. In addition to various online courses, some companies have also launched 5-minute ultra-short time teaching classes for consumers that can be watched at any time during the day.
  4. Home and outdoor sports products are gradually opening up the market, with domestic shipments of approximately 159 billion yen. Product demand will continue to be dominated by sports shoes, outdoor products, and indoor and outdoor sportswear.

Opportunities and transformation suggestions for Taiwan's sports product industry in the post-epidemic era:

  1. The rising health awareness in Japan has led to the trend of jogging, which has led to an increase in the sales of jogging shoes and related sportswear, including the sales of mid-to-high-end high-priced products. In addition, many retired baby boomers have started climbing, and mountaineering products have become very popular. Sportswear demand is also different from the past. The boundary between sports and leisure clothing is becoming more and more blurred. The mix and match style of popular sports and leisure, both practical and popular clothing, gives people a vibrant impression. It is recommended that Taiwanese sportswear manufacturers focus on this market trend.
  2. Due to the epidemic, people’s home time has become longer. Japan’s imports of indoor fitness equipment from April to June 2020 increased by 21.1% over the same period in 2019. With fitness equipment products becoming more popular, and because the living space of Japanese families is small, it is recommended that Taiwanese manufacturers actively develop small fitness products with high added value. Because consumers are urged by the government to avoid entering confined spaces as much as possible, outdoor activities, such as camping, are more popular than ever. The tent import report shows that from January to July 2020, the import value of tents increased by 2.4% over the same period in 2019, indicating that the outdoor camping market continued to expand. Traditional camping often involves a lot of work, such as washing, setting up camping equipment, preparing and extinguishing fires, cooking etc., so the industry has introduced new services to provide a comfortable camping environment called “Glamping” (Glamour Camping). It is recommended that Taiwanese manufacturers develop exquisite camping appliances that are more convenient for consumers to use.
  3. More and more of the baby boomer generation has been retiring, and the number taking up mountaineering has increased dramatically. In addition to the elderly, climbers include middle-aged people who want to maintain their health. There is a demand for comfortable mountaineering products, such as cold-proof clothing, socks, and shoes. The elderly in Japan has a special affection for Taiwan. It is recommended that you create brands of mountaineering products that are combined with the tourism industry. Taiwan can provide mountaineering package itineraries that include activities suitable for the elderly’s physical strength, along with products for climbers, hikers, or event organizers. In addition, in Japan, disaster prevention is currently becoming a topic of concern. It is recommended to develop products that can be used in daily leisure and can be quickly converted into disaster prevention products, such as camping bedding with fire prevention, mobile phone chargers, lamps, and hats with GPS positioning function etc.
Published by Dec 22, 2021 Source :taiwantradeshows

Further reading

You might also be interested in ...

Headline
Market News
Sewing Machinery Industry - Analysis of Taiwan, China, Japan, Germany
The cutting bed in the textile and garment industry is rapidly popularized, the automation penetration rate of sewing equipment continues to increase, the acceptance of template machines is improved, and the textile and garment industry continues to move abroad.
Headline
Market News
General Situation and Development of the Shipbuilding Industry
An industrial sector engaged in the construction of hulls, the installation of engines and complete outfitting, and the refurbishment of finished ships.
Headline
Market News
What is the Semiconductor Industry? What Process and Equipment are There?
Taiwan's semiconductor industry is booming, and sub-industries such as wafer foundry, back-end packaging, and testing, and IC design are among the best in the world.
Headline
Market News
Low Orbit Satellite - Development and Innovation of Communication Network Technology
The development of low-orbit satellites has attracted attention from all walks of life in recent years under the development of resources injected by international science and technology companies. Large-scale satellite galaxies, unlike past satellite communication systems, can provide broadband transmission and global connectivity services.
Headline
Market News
What is the Regenerative Medicine Industry Chain?
Regenerative medicine mainly covers tissue and cell repair, stem cell therapy, and immune cell therapy.
Headline
Market News
The Communication Technology of the Internet of Things and M2M has Entered a Period of Rapid Development
The Internet of Things (IoT) is driven by the M2M (Machine-to-Machine) paradigm, which provides the ability to connect anytime, anywhere among many smart devices. Wireless communication makes M2M communication much easier, it has more applications.
Headline
Market News
Distributed Power Energy System - Energy Saving and Environmental Protection Power Distribution System to Protect the Earth
Through virtual power plants, the integration of distributed energy such as renewable energy, energy storage equipment, and backup power has become a new science in energy management. As the proportion of renewable energy gradually increases, to solve the problem of intermittent power supply, flow batteries that can store electricity for a long time have attracted much attention.
Headline
Market News
The Third-generation Semiconductor Materials - The Key Technologies of GaN and SiC
GaN and SiC - The third-generation semiconductor material, has long been widely used in blue and green LEDs and lasers. GaN and SiC have become a must-have technology for many manufacturers.
Headline
Market News
Development of the Global Warehouse Automation Market
According to estimates, the compound annual growth rate (CAGR) of the global warehousing automation market is expected to reach 12.6% in 2023, including private equity firms joining in acquisitions to improve products and services and increase revenue.
Headline
Market News
The Development of Smart Sensor Technology and its Application Scenarios
With the rapid development of emerging industries such as the Internet of Things and mobile Internet. Smart sensors are composed of sensing elements, and signal conditioning circuit controllers, and have data acquisition, conversion, analysis, and even decision-making functions. Intelligence can improve the accuracy of the sensor, reduce power consumption and volume, and achieve easier networking, thereby expanding the application range of the sensor and making its development more rapid and effective.
Headline
Market News
What are Light Industry and Heavy Industry?
Industry determines the scale and level of national economic modernization, plays a leading role in the contemporary world national economy, and is the fundamental guarantee for national economic independence, political independence, and national defense modernization. The industry is divided into two categories: The sector that provides means of production is called heavy industry, and the sector that produces means of consumption is called light industry.
Headline
Market News
What is Health Information Technology and Why is it Important?
In the medical information and communication industry, the development of telemedicine technology and services has been accelerated due to the epidemic. Used to describe health information and its secure and reliable exchange between consumers, service providers, governments, quality groups, and insurance agencies.
Agree