Sports Industry Brands Need Urgent Upgrading

According to the data provided by the Beijing Olympic Organizing Committee, the value of all kinds of sports equipment and equipment needed by the 2008 Beijing Olympic Games is close to 200 million yuan. In 26 official competitions, 14 major sports equipment and equipment adopt our own brand products.

At present, the annual sales of sporting goods in China are between 30 billion and 40 billion yuan. By 2010, the annual output value of China's sporting goods industry will account for 0.3% of GDP.

It can be predicted that in the 2008 Beijing Olympic Games, China's sports industry will usher in the development of spring.

At present, China's sports industry is changing from the original welfare type to the public welfare industry.

As a new sunrise industry, the emergence of new sports industry chain and the emergence of derivative enterprises have gradually become a new growth point of China's economic development.

In the past, China has always regarded sports as a welfare cause, and sports and culture, education and health belong to the category of superstructure.

Restricted by the level of national economic development, sports development mainly depends on national financial allocations.

For a long time, the understanding of the economic function of sports has been at the primary level and has not been properly developed.

With the accelerated pace of reform and opening up, sports and international exchanges have become increasingly frequent, people have a brand new understanding of sports industry.

The term "sports industry" is in itself the recognition of the nature of the sports industry.

From the point of view of industrial division, the sports industry was originally an industry with sports service, leisure and entertainment as the main body, belonging to the scope of the third industry.

However, judging from the development trend of sports industry in the world, the primary industry, the second industry and the third industry tend to integrate with each other, so it is difficult to make a specific distinction between industries.

Many western developed countries, such as the United States, Germany and the United Kingdom, have statistics on the output value of physical products and service products when they evaluate the output value of sports industry.

Therefore, if the sports industry is only defined as the industry related to sports service products, it is one-sided and can not be integrated with international practice.

At present, many experts believe that the sports industry is a "comprehensive industry", which includes the production and operation of all material products and service products related to sports.

The sports industry includes three major categories: the first is the main industry, which refers to the sports operation activities that play the economic function and value of sports itself; the second category is sports related industries, which refers to various products that provide corresponding support and protection for sports service products.

The third category is sports derived industry, which refers to other types of business activities carried out by the sports department to make up and promote the development of sports.

From the experience of sports industry in the world, the sports industry will become the pillar industry of the economic development in the economic development to a certain extent.

Because the production enterprises of sports products belong to labor-intensive industries, it can not only create a large number of employment opportunities for the society, but also play an important role in promoting the development of related industries, and at the same time, it also has certain social effects.

From the following 4 aspects, it is easy to see that China's sports industry has broad prospects for development.

First, the adjustment of the national industrial policy provides a good opportunity for the development of sports industry.

As China is in the process of industrialization, from the perspective of the structure of the three industries, the proportion of the primary industry will continue to decline, and the proportion of the second industries will be improved to a certain extent. The proportion of the third industry will eventually exceed second industries and become the most potential industry in China.

Sports industry is an important part of the third industry.

From the perspective of industrial policy, the development of sports industry is not restricted by the development policies of some industries. The development of sports industry will not be condemned by environmental organizations and consumer organizations that are increasingly concerned about human health problems. It will also be increasingly popular with the enhancement of people's fitness consciousness and the progress of social civilization.

With the launching and implementation of China's "Olympic glory program" and "National Fitness Program", the sports industry, as an important component of the two plans, will be further developed, so that the development of sports will gradually develop towards socialization and industrialization.

The two is the rapid development of China's economy. The improvement of residents' income level has laid a solid foundation for the development of sports industry.

According to statistics, the Engel coefficient of rural residents in China reached 43.1% in 2007, and the Engel coefficient of urban residents has reached 36.3%.

According to the standards of the rich and the poor defined by the United Nations, the living standard of the urban residents in China is changing from subsistence to well off.

The change of per capita income will lead to a change in the pattern of consumer spending, that is, when household income increases, expenditures for food purchases will be relatively reduced, spending on clothing, housing and fuel will not change significantly, while expenditure on education, health, entertainment and fitness will increase significantly.

In addition, due to the miniaturization of family in China, family service has been decreasing with the development of science and technology. Coupled with the improvement of social service level and the implementation of the 5 day working system, it has brought more leisure to people, which, on the other hand, has stimulated people's demand for physical fitness.

These two aspects will undoubtedly enlarge the space of sporting goods market and lay a solid foundation for the development of sports industry.

Take fitness equipment as an example. According to statistics, the sales volume of Beijing market has increased by almost 20% in recent years.

If our country has 1 billion 300 million people, more than 300 million families have 1/10 population, or each family has 1 fitness equipment, the annual sales of fitness equipment can reach at least 30 billion yuan.

Three, the continuous improvement of China's socialist market economic system and the adjustment of industrial structure provide a good external environment for the development of sports industry.

By adjusting the layout of the industry, optimizing the allocation of resources, and pferring the growth of the sports industry to the track of relying on the noumenon industry, it will enhance the overall efficiency of enterprises by establishing a modern enterprise system, speeding up the pformation of small and medium-sized enterprises, and changing the operating mechanism.

We believe that the Chinese sports industry will get greater development in the face of the huge sports industry market in China, thanks to the great efforts of the government and the continuous efforts of enterprises.

Four, the 2008 Beijing Olympic Games was a stimulant for China's sports industry.

Through the Beijing Olympic Games, more and more people realized the value of sports, the value of health and the value of participation. More and more enterprises realized that joining the ranks of top sports sponsors and suppliers is the most effective marketing tool for sporting goods brands.

It is worth noting that in the past decades, with the low production cost, abundant labor resources, huge potential market and various preferential policies, China's sports industry has made great achievements from scratch, from small to large, from imitation to innovation, from planning to market, from closed to open, from domestic to international market.

Among them, the rise of China's sporting goods manufacturing industry has attracted worldwide attention.

However, due to the late start of China's sporting goods industry and low level of industrialization, there are some problems, such as unreasonable structural system, unsmooth information communication, scattered marketing scale, low product quality, poor brand effect, lack of design concept and design ability, and so on, which have restricted the development of China's sporting goods manufacturing industry to a certain extent.

China currently has more than 400 enterprises in the field of sporting goods, but many enterprises are at the core of production and processing instead of independent innovation and brand operation as the pillar and leading of enterprise development.

At present, most of the sporting goods enterprises in China are still at the bottom of the international industrial division of Pyramid. Compared with foreign countries, the gap is mainly reflected in brand building:

First, the brand concept of innovation as the core has not yet been formed.

Take the sports apparel processing industry in China's sports products manufacturing as an example. During the 30 years of reform and opening up, although the industrial center has gone through several changes from Tianjin to Guangdong, from Guangdong to Zhejiang, and from Zhejiang to Fujian, Lining, Anta, 361 degree, Voight, Hongxing Erke and other brands have also appeared, which has gradually reduced the gap with foreign brands.

However, these brands are not enough to match the international brands such as Nike, Adidas, Kappa, Puma and so on.

Many domestic sportswear products are imitating foreign products, and the result is that we always follow others.

No innovation, no vitality.

In many sports apparel enterprises in China, Lining's clothing is ahead of innovation.

For example, the "Lining bow" sports shoes developed in recent years are very creative, and are examples of Chinese sportswear enterprises.

Secondly, there is a lack of product design and development capabilities to support brand operation.

Most of the sports products manufacturing enterprises in China are still in the stage of OEM for other brands. The overall design level is low.

For example, over 80% of surfboards in the US market are made in China, while 100% are foreign designs.

In the international market, the manufacturing capacity of Chinese products has reached a fairly high level, but it still stays in the "Kindergarten" stage in design and development.

Third, the strategic intentions of the global market are not obvious.

Throughout China's enterprises in related fields, apart from a few international vision, most enterprises lack the strategic intention of developing the global market.

Many enterprises believe that it is not easy to have a firm foothold in China, and they do not have the idea and determination to develop in the international market.

More enterprises are competing with domestic enterprises for homogenization. They are already scarred and have no time to take account of the international market.