Why Is Liaoning'S Local Sports Brand Impoverished?

In the impression, the sponsors of the basketball world match should be the world of Nike or ADI, but in the just concluded FIBA World Cup, PEAK is China's only basketball world cup top partner. In the sporting goods store in Shenyang, you can see PEAK's special counter. This year's lurking South China brand has begun to smell "tall".

　　 Liaoning Why is your sports brand poor and white?

Liaoning's own sports brand is still "poor and white" despite its brand development. Yan Xiaoming, general manager of Liaoning men's basketball club, said: "the development of sports industry needs opportunity sometimes. For example, China's most famous domestic brands, 361 degrees, Anta, XTEP, PEAK, are from Jinjiang, Fujian. This is because Nike's earliest production base in China was in Jinjiang. When Nike was withdrawn, the Chinese workers who worked in their processing plants were local people. They did not have anything to do, and started their own factories with the learned production technology. Therefore, the establishment of sports brands sometimes requires such coincidence.

Of course, this opportunity can not be met, Yan Xiaoming thought: "Liaoning does not have its own brand yet, but it does not mean to copy Jinjiang's model. It can completely go out of a path suitable for itself. After all, Liaoning has its own unique resources, that is, sports talents.

That's true. To make a brand, you really need someone with a unique vision. At the age of 60, Wang Jixin started his own business as a "national football card" costume. Before he surveyed the national team, several provincial and city table tennis teams and amateur players in the huge high-end market, more than 95% of the sportswear and racket used by them were foreign brands, especially table tennis costumes. They were all licensed in China, and the price was higher.

"I am determined to enter this field. I registered the "national football card" and decided to make table tennis costumes. My ideal is to make the "national ball" clothing into a world famous brand, not only for the Chinese people to wear, but also for the world to let foreigners wear. It is more difficult to make a brand and more difficult to do its own brand. The father in law of Liu Guoliang, the head coach of the Chinese table tennis team, is determined not to be a spokesman for his son-in-law. Wang Ji said: "I think the greatest difficulty is to change people's long-term concept. China has the largest table tennis market in the world, but as far as clothing is concerned, we are a big producing country, not a productive power. In fact, foreign brands and Chinese brands are all produced in China. There is no difference between materials and workmanship, but many people still spend a lot of money on buying foreign brands. Some people even prefer to wear fake foreign brands or national brands. So I think it's the hardest part to change people's stereotypes.

The development of the sports industry should have its own brand. Wang Jixin's emotion is simple. "At the very beginning, it was learning to make clothes. After a few years, it was learning to sell clothes. Now there are more than 200 partners in the country selling" national ball "clothing, and also have certain recognition in the national table tennis circles. As a manufacturer of Chinese brand clothing, we must strive to produce inexpensive clothing, and dealers should sell more national brand clothing. If 1 billion 300 million Chinese people buy Chinese brands, I believe Chinese brands will outstrip Nike and ADI. Therefore, we must vigorously promote the use of domestic goods by Chinese people, and vigorously support the development of national brands.

There is a little exercise card. Sports Big articles in industry

Wang Jixin's words touched on a sports consumption problem, which should be a very important link in the sports industry chain. CEO, Cheung Ching, a senior sports marketing practitioner and key sports consulting company, said: "sports consumption can be divided into two categories, including ornamental consumption and participatory consumption. The introduction of the two sports consumption patterns will be greatly developed. Ornamental competition is the core of the competition performance industry. The establishment of professional alliance and the deregulation of sports examination and approval will improve the level and competitiveness of China's ornamental sports consumption. In participatory consumption, the national fitness strategy has been raised to a national strategic level. Whether it is the area occupied by sports facilities, the increase of proportion of physical education population and preferential tax policies of enterprises will encourage the development of China's sports noumenal industry, and gradually change the status of the development of China's sports industry for a long time relying on sporting goods industry and other peripheral industries, and change the situation of China's sports noumenon industry for a long time, thus leading to the development of other related industrial chains.

For our common people, perhaps the easiest way to participate in sports industry construction and sports consumption is to have a fitness card. Don't belittle this little fitness card, there are also big articles in the sports industry. Zhao Daning, President of Shenyang Sport University and chairman of Liaoning aerobics Association, said: "brand is not formed in two days and two years in a day. Good brands must stand the test of time. Now the fitness industry is still in the depths of vicious competition, operating pressure and survival pressure is huge, under existing conditions, it is difficult to form local and local brands. But the future development trend of fitness industry is bound to form a big brand.

The current situation of the fitness industry in Shenyang is that all kinds of fitness centers and fitness clubs can be seen everywhere. However, in many fitness venues, the scale, brand formation and wide recognition of the public are rare. The fitness industry has been developing very fast in recent years. If you take the venue, if you don't redecorate in two or three years, you won't be able to keep pace with the market. At the same time, fitness equipment and curriculum update is also very fast, which is a great test for people in the fitness industry. In particular, there are few industry rules to follow in the fitness industry. The vicious competition in the industry has made the industry fail to get healthy and healthy development.

The most typical example is that there is a large fitness center on the 8 and 11 floors of a building, and the members of the two are walking on the same elevator. Under such circumstances, the competition between the two fitness centers is inevitable. In a busy commercial street area, there are no less than 6 fitness centers. The 6 fitness centers once fought a price war. "Membership cards range from 2800 yuan to 1800 yuan a year, then to 1600 yuan for two years, 900 yuan to buy a year for half a year." The consequence of this price war is to return to the price of N many years ago. Practitioners joked that tens of dollars in fitness plus bath plus toilet.

Zhao said: "the fitness industry will definitely become better and better. Because with the development of the economy, the income of the ordinary people will increase. Naturally, it will go to the pursuit of quality of life, take the initiative to keep fit, take the initiative to carry out the consumption of fitness, and the state will now upgrade the sports industry to the national strategy, and make the sports industry bigger and stronger. These will also greatly promote the development of the fitness industry." Daning In view of the present and long-term development, fitness venues, installation and fitness methods will surely usher in a great development. The gym is no longer a single fitness venue, it will launch a variety of new projects, courses, and various forms. Fitness industry will also gradually overcome the fittest, re integrate, and thus form fitness brand, fitness aircraft carrier.

Concluding remarks

Being bigger and stronger is not just a demand for a fitness industry. "In the face of the new requirements for the development of healthy life, we should establish the concept of sports as well as the production department, and develop the sports industry as soon as possible." Professor Liu Qingzao, who is the consultant of the twelve organizing committee, said: "the twelve games are still successful. The sports industry in Liaoning should develop competitive performance industry, fitness and leisure industry, provide healthy products for the public, and the development of sports industry should have a multiplier effect to drive the development of other related industries."

Yes, for Liaoning sports, the success of the twelve games is a "brand", but it also brings the most realistic question, that is, how many new stadiums have been built, so how can more people go to the stadium to "spend"?

　　 just The beginning of the new season CBA League seems to be an opportunity, but this may be just a wish. Yan Xiaoming said: "the real sports industry is very wide. Besides sports events, it also includes a series of derivatives such as sporting goods, sports tourism, stadium construction, etc. the CBA League has been in operation for 20 years, but it is not a real professional league. Compared with the professional league matches such as NBA and Premier League, we are still in the initial stage. For example, 80% of NBA players' income comes from consumers, while the number of CBA players may be less than 20%, and the consumer market has not been formed at all.

Liaoning men's basketball team is a famous brand product of Liaoning sports, and its contribution to the development of sports industry in Liaoning is mainly reflected in sports consumption and sports talent attraction. Liaoning men's basketball team has also made some attempts in the new season, such as the Flying Leopard Football League. However, the individual behavior of the club can not form a scale for the development of the sports industry. It is also necessary for the alliance to have an overall plan and make concerted efforts in order to achieve great results.

Undoubtedly, the development level of sports industry has now become an important yardstick for measuring the level of economic and social development in a region. The sports industry is an important part of the modern service industry. It is a new economic growth point and an important carrier to promote social employment. It has become the most dynamic sunrise industry, health industry and green industry in the twenty-first Century. This is also a scientific way for Liaoning to change its development mode, promote industrial upgrading and adjustment, and drive the economy to develop better and faster. We must admit that the development level of sports industry in Liaoning is lower than that in developed regions such as Beijing, Shanghai, Guangdong and Zhejiang.