Overseas Brands Of Private Sports Products Should Take The Initiative To Attack.

The maturity of China's sporting goods market is closely related to the invasion of foreign brands.

When most people still don't know what sports products are, the sports market in Europe and the United States has been brutal.

As a rising star, Nike once faced enormous pressure from Adidas, but became the first European and American brand to establish a production liaison office after China's reform and opening up.

After a few years, Adidas, Puma, Kappa, MIZUNO and other high-profile into the Chinese market, Hong Kong and Taiwan shoes enterprises have also pferred to the mainland, China's sporting goods market competition intensifies.

At the same time, foreign trade companies take orders from foreign trade and give them to private or individual shoe factories in the eastern coastal areas. They have trained skilled industrial workers and technology, and gradually formed industrial chains. China's sporting goods OEM (OEM) industry has developed.

The small and medium-sized private enterprises, which rely on OEM, rely on their mobile and low-cost mode of operation to seize the low-end market occupied by the original state-run brand.

Among them, the Guangdong enterprises represented by Lining, because of entering the market earlier, through the brand marketing, talent introduction, new channel mode and system reform, laid the leading position in a few years. In the late 90s, the brand of Fujian Jinjiang, which was represented by Anta, began to exert its strength, and with the excellent quality advantage, it was also rising.

The tipping point came from the Olympic Games.

In 2001, when Beijing bid for the 2008 Olympic Games, the Olympic Games started a hot Olympic Games. The most direct reflection is the Olympic economy and sports industry.

As the sports industry leader, the sporting goods market is more obvious and fast. Private capital has entered the sports industry at about 50% per year. In 2013, the Pearl River Delta region invested more than 500 million yuan.

Guangdong 8000 sporting goods enterprises, private enterprises accounted for more than 90%.

After repeated advertising bombing and celebrity endorsement, by 2008, Lining's sales had reached nearly 6 billion 700 million yuan, and the total number of retail outlets reached 6200. Anta's turnover in 2008 reached 4 billion 630 million yuan, and the profit was 890 million yuan, and the total number of shops reached 5667.

After 2000-2009 years of "golden ten years", some companies have reached the level of listing or listed.

However, as the industry slows down, severe problems begin to appear. The shadow of high inventory and net profit decreases more and more. The weakness of the local sporting goods industry begins to appear, and the pformation work taking R & D as the main body is also quietly developing.

In 2005, Anta spent about 30000000 yuan to set up the first sports science laboratory in China. It has a strategic vision. In 2006, the State Sports General Administration issued the "11th Five-Year plan" for sports undertakings. It also saw the problem early: "encourage and guide sporting goods companies to increase R & D investment and carry out technological innovation, product innovation and marketing means innovation".

but

It seems that this pformation will continue and is not limited to science and technology.

Since 2012, a number of private sports brands have been "closed shop tide", ranging from nearly 100 to thousands of homes, so as to reduce the increasingly high operating costs.

This is closely related to the change of China's population structure. The biggest consumer of sports shoes and clothing is 15-25 years old. The young people are shrinking with the decline of birth rate. But this is probably the bitter and quick expansion and opening up of shops.

The release of the new deal, which is still in the mire of private sports goods enterprises, needs to take the initiative to attack, can not wait to succeed in pformation, the mechanism is in place, missed the curve overtaking.

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