In some offline boxing halls and gymnasiums, the proportion of men and women who fight is close to 7:3. Tmall’s insight into consumption shows that the number of women who buy boxing gloves doubled in 2020 compared to the previous year.
At the same time, sports brands compete to layout women’s fighting supplies track. After China’s female boxer Zhang Weili took the gold belt of UFC grass champion, the international sports brand underarmur andema signed a contract at a high speed and officially distributed the Women Boxing market.
Nike, Adidas, Decathlon, Li Ning, Anta and other brands have launched new products such as women’s boxing gloves, bandages, boxers and so on. Some overseas small brands also aim at market opportunities and accelerate the presence of tmall, including French fighting brand venum and professional boxing brand maxxmma.
Tmall consumption insight shows that 30 women are the main group of boxing fans, but the group above 60 and under 20 is the fastest growing group, 160 and 87 respectively.
The main reasons for women to participate in boxing are lean body burning fat, venting emotion and playing handsome. However, the phenomenon of “boxing for 5 minutes and taking photos for 2 hours” may still be inevitable. Tmall data show that “good looking” and “versatile” are the key words of boxing gloves evaluation. “Back 10000 steps, hanging at home is also a soft dress.” A female consumer said.
Women Boxing fever is not a unique phenomenon in China. Reuters predicted in a report that the value of the boxing practice hall industry in the United States will reach $1billion in 2022, with a rapid growth in female participation.
With the awakening of the consciousness of equal rights, women began to reexamine themselves, unlock their new state and change to the route of “a” and “Sa”. A new consumption phenomenon has appeared on tmall: women have “invaded” men’s “professional field” in a large scale.
In addition to boxing, the growth of female consumers is also significant in extreme sports such as climbing, skiing, paraglider, surfing and bungee jumping, and the number of women who buy climbing products has doubled. This consumption boom has led to the outbreak of new products and new brands in tmall. In 2019, Burton, a ski board brand based in tmall, won the title of last year’s double 11 track segment.
In addition, tmall’s consumer insight also shows that over the past year, more than 3.7 million women have purchased e-competitive products in tmall, growing faster than men. Nearly 70% of women who are AJ krypton gold have also bought 80 suits from tmall.