The Four Test Is The Breakthrough Of Sporting Goods Industry.

In May 17th, hosted by the State General Administration of sport, the Chinese National Sports Federation, the Chinese Olympic Committee, the China Sports Industry Federation and the China Sports Science Society, the theme of the 2012 (thirtieth) China International Sporting Goods Fair, which was held by the State Sports General Administration sports equipment and equipment center and Huaxing sports goods development center, was opened in Beijing China International Exhibition Center (New Museum).

2012 is the thirtieth session of the sports fair. After the 30 growth, pformation, maturity and brilliant development, the thirtieth sports Expo is destined to become a milestone in the development history of China's sports industry. The Chinese sporting goods industry also stands on the new starting point of shouldering the important historical mission.

This year's sports Expo has increased the audience's invitation. More than 100 thousand professional spectators and sports fans have arrived.

In the organization of overseas professional audiences, more than 2000 overseas buyers from more than 40 countries and regions were invited to attend the meeting, so that the number of overseas visitors pre registration reached an unprecedented scale of nearly 10000 people.

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Oyama Ki, chairman of the Federation, believes that China has become the world's most important production base for sports shoes, sportswear and sports equipment along with the development of China's economy and consumers' participation in sports.

At the same time, China's national brand has become competitive with international brands. China's local market will also enter a period of retail reorganization that has a major impact on the sporting goods retail industry.

After a rapid development and expansion of an industry, the resulting uneven development, disorderly competition and the criticism of the inherent development mode continue to emerge. After the rapid expansion of the post Olympic era, China's sporting goods industry will usher in a new round of historical tests.

Test one: trade protection and industrial upgrading

At the thirtieth China International Sporting Goods Fair, China sports industry and sporting goods industry development forum, the China Sporting Goods Industry Federation issued the "2010-2011 development report on China's sporting goods industry". Ma Jilong, vice president and Secretary General of the China Sporting Goods Industry Federation, said that the sporting goods industry, as the largest proportion of sports industry, with the highest openness and the highest degree of competition, has maintained rapid development in recent years.

With the continuous improvement of the specialization and product quality of sports products in China, more and more Chinese manufacturing has entered the international market, occupying more than 65% of the world's sporting goods industry, making China's sporting goods industry play an increasingly important role in the world sporting goods industry.

For the future development trend of China's sporting goods industry, Ma Jilong believes that it will mainly be manifested in five aspects.

First of all, rising trade protectionism will further affect the development of the industry.

Second, industry competition will further intensify, and the whole industry will face two shuffling.

Third, emerging markets are scramble for escalation.

After the slowdown in the growth rate of the industry, sporting goods companies will intensify their efforts to develop new markets in search of a breakthrough, and the competition for emerging markets will become more intense.

In addition, e-commerce will become a focus of the field of sports goods enterprises.

In addition to these four trends, the report points out that the future sporting goods will be gradually realized intellectualization.

"The rapid development of nanotechnology, electronic technology and other high technology has been gradually applied to the development of raw materials such as textiles. At the same time, because it can greatly enhance the function of raw materials, it has been used in the production of sports apparel and shoes, making the function of sports shoes and clothes gradually intelligent."

Ma Jilong said.

Test two: domestic market retail restructuring

Oyama Ki, chairman of the World Sporting Goods Federation, said he was impressed by the popularity of the fitness and rehabilitation facilities in the 2012 sports Expo and the display of Olympic elements.

National fitness and competitive sports are the two directions of sports development, and also the target market of sporting goods enterprises.

The extensive development of national fitness promotes the consumption level of Chinese consumers.

In addition, the huge potential of China's local market has attracted a large number of international sporting goods brands. At the same time, local brands such as Lining and Anta have also risen vigorously to build international brands.

In this regard, Oyama Ki gave advice, to enter the overseas market to implement the "localization" strategy.

Most of China's products are not functionally functional, while foreign consumers value the functionality of products.

Therefore, Oyama Ki said that China's sporting goods companies still need to work hard.

Now, "made in China" is standing at the critical stage of industrial pformation. Will the focus of world sporting goods manufacturing be pferred to Southeast Asia or South Asia? Oyama Ki's answer is that "made in China" is no longer a low cost, but a sophisticated production process and complete management system, which is difficult to achieve in Vietnam or Indonesia. Therefore, a large number of high quality products will still be produced in China, and the status of "made in China" is hard to shake.

Test three: China's shoes and clothing brand high inventory crisis

Bosses who have long been accustomed to the fast growing brand of Jinjiang sports shoes and shoes have recently slowed down their progress. Many shoe and clothing brands are intending to control the supply volume in the current market, so as to reduce the enormous pressure brought by inventory on enterprises.

This seems to indicate that the brand of Chinese sports shoes and clothing is entering a turning point after a rapid development. A universal crisis characterized by "homogenization" and "high inventory" is spreading in China's sports shoes and clothing brands. Insiders predict that a new shuffle may be brewing.

In today's situation, China's current

The brand is already in a state of structural saturation, and the competition among brands can no longer be confined to the competition on the scale of enterprises, but also on brand culture.

And technology added value to enhance their core competitiveness.

Extensive marketing mode is no longer applicable to the current stage of development. In the new stage of development, more rational market contacts and development models are needed.

Deep discount and large-scale network marketing may not be conducive to building a solid brand image. The coexistence of the two price systems will make consumers skeptical of the brand's value and image, and then choose to give up.

Test four: sporting goods industry "big money" phenomenon

The Jordan sued the Chinese Jordan sports Limited by Share Ltd incident is not over yet. At the current sports Expo, reporters saw many similar situations. In the exhibition hall, a "Jeremy Lin" brand name appeared in front of reporters.

When the "clothing times" reporter asked whether he would be in conflict with Jeremy Lin, who was in the limelight, the brand leader told reporters: "our trademark is not related to Jeremy Lin playing in NBA. We registered this brand a few years ago, and there is no problem."

However, in the view of reporters, the responsible person's speech and manner is not so rational.

Subsequently, the reporter asked the responsible person to get a business card, with the name of "Jeremy Lin" printed on the card, and the three words of "Yi Jianlian" appeared on the card, which made reporters somewhat surprised.

Although the director said "Yi Jianlian" all the time, they registered a few years ago. But with the understanding of basketball, the well-known star Yi Jianlian has been famous for several years.

When China's sports brand enters a new stage of development, it is no longer a strategy for enterprises to have a long-term development goal and a mature brand operation mentality.

Perhaps, as the person in charge said, these two names were registered very early, but it is hard to say that there was no idea of gambling at the time of the registration of the brand name, and the idea of "gamble" seems to be a little pediatrician now.

For now, in sports, a mature consumer's choice of brand or product will no longer consider the popularity of the brand, but will also look at the quality of the product itself. After all, to a large extent, the test of shoes and clothing is a comprehensive strength of products, which can not be achieved by relying on "big money".

In this sense, it is the basis of success for an enterprise to do well in its own practice. The brand operation mode of putting the cart before the horse is certainly not a permanent solution to the healthy and healthy development of a brand.