Lack Of Independent Brand In Sports Industry

"Exhibitors sporting goods brands are quite numerous, domestic brands are also many, but the real impression of the domestic brands are those, most of them have not heard of it."

In May 29th, Miss Zheng, who was visiting the twenty-second China International Sporting Goods Fair, told the China national classics news reporter.

Ma Jilong, vice president and Secretary General of China Sporting Goods Association, believes that China's sporting goods industry is at a stage of rapid growth. However, the overall quality of a large number of new brands is insufficient, especially the development of sports functional products is the "soft rib" of many small and medium-sized enterprises.

According to the data released by the world sporting goods organization in 2001, China made sports goods have accounted for more than 65% of the international market.

Almost all the brands in the world are processed in China.

However, unlike sports goods manufacturing countries, the development speed of China's sports industry in marketing strategy and brand building is far behind the improvement of production capacity.

He Yuefeng, deputy director of the State Intellectual Property coordination and management division, believes that the technology content of China's sporting goods manufacturing industry is relatively low, and that the processing industry is mainly supplied by materials. There are some disadvantages in the sports industry, such as unreasonable structure, uneven industrial development, large differences between the coastal areas, inland areas and urban and rural areas.

Although the share of sports equipment, clothing and other sports products in the world is increasing all over the world, there are few Chinese brands in the world's major sports equipment, clothing and other brands.

Only a few brands such as Lining and Anta are known to consumers. Most brands are relatively weak.

A report by a professional sports strategy planning agency showed that in 2006, Nike carved up 16.7% of the market share of China's sporting goods industry, followed by Adidas from Germany, accounting for 15.6%.

Lining and Anta ranked third and fourth in 10.5% and 4% respectively.

Qiu Li, vice chairman of the China Sports Goods Federation, told the "China made press" that compared with the developed countries in Europe and America, the sports industry in China is still in the initial stage of development, but in the face of globalization, it must be integrated into the world sports economy.

Lian Qiu Li believes that Chinese sports enterprises with ability and scale should take time to build their enterprises, improve their internal strength, improve their innovative ability, increase their technological content, and strive to make their branded products become famous brand products and even world famous brands at an early date. They will emerge as strong brands and strong products in the international market.