Jinjiang'S Domestic Sportswear Shoes Have A Hot Air Of Sports Marketing.

The European Cup is in full swing. Rio Olympic Games are also approaching.

Jinjiang, the largest production base.

Enterprises are also blowing up the hot wind of competition marketing.

In fact, the promotion of brand promotion by major sporting events has been a traditional practice for many years in Jinjiang's sports brand operation.

However, the concern is that at the moment, in addition to focusing on sports shoes and clothing

Apart from production, marketing and event marketing, some Jinjiang sports brands began to focus on the larger sports industry and put into action in investment and development strategies.

In February, XTEP set up a sports operation company with its main sporting event, Chi Mei Group. In March, the sports industry investment fund, which was founded by the popular bird, was launched in March. It established the "sports + Internet + technology" investment direction. In April, Anta launched the "brand + football" project in many soccer schools in China, and entered the field of football industry.

Many Jinjiang sports shoes and clothing brands enter the wide range of sports industry in their respective forms.

In the broad scope of sports industry, it includes not only the physical products of sports manufacturing industry, but also the two parts of sports service production and operation.

From the profit perspective, compared with the traditional sports manufacturing products, the gold content of sports service products is higher, and the development prospect of sports service industry is broader.

According to authoritative institutions, in the development trend of popular sports and service industry, the total scale of sports industry in China is expected to reach 3 trillion yuan by 2020. If the economy does not fluctuate greatly, the total scale of sports industry in the whole country will exceed 5 trillion yuan by 2025.

As the only county-level city in the national sports industry base, Jinjiang has the manufacturing industry's pride in the sports industry. The annual output of sports shoes and clothing accounts for 25% of the world's total, with 42 state-level sporting goods brands and 21 sporting goods listed companies. Many famous sports brands such as Anta, XTEP, XTEP and so on have sprung up.

This is evident from the solid foundation of Jinjiang's footwear industry.

However, having a good family does not mean that you can sit back and relax.

With the advent of the post crisis era and the new normal of economic development, the large scale sports shoes and garment industry in Jinjiang is faced with many problems, such as overcapacity, high cost of manufacturing elements, and a single profit mode.

The footwear industry in Jinjiang has come to a period of adjustment and has entered an important juncture of pformation and upgrading.

How to pform? I think, at present, the national industrial policy and market trend are different from the previous ones.

The pformation of shoes and clothing industry in Jinjiang must first consider the external economic environment and economic policies.

From the external economic environment, at present, the vast majority of domestic traditional manufacturing industries have entered the "saturation cycle" of overcapacity. Under the background of the upgrading of consumption, the modern sports service industry is just a "blue ocean", showing a explosive development trend.

From the perspective of economic policy, since the beginning of last year, in the face of the vigorous development of the sports industry, the state has issued a number of documents on "speeding up the development of sports industry to promote sports consumption" and so on. It has clearly proposed that the sports industry should be vigorously developed, especially the development of sports service industry. The color of policy guidance is very obvious.

In the shoe and clothing industry in Jinjiang, many sports brand enterprises are seeking to get rid of the single manufacturing mode and turn into sports service industry, such as sports events and sports investment, so as to expand the new profit space. Such pformation ideas, paths and directions are undoubtedly correct.

From the sports manufacturing industry to the sports service industry, the sports shoes and clothing leading enterprises in Jinjiang are showing a keen sense of accuracy, accuracy and forward-looking judgement.

Of course, in response to this new trend of pformation and pformation, relevant departments should timely guide and encourage differential competition.