Strong Hand Like Forest, Shishi Sporting Goods Enterprises Must "Beachhead"

From 2000 to 2010, it experienced the Chinese sporting goods market from the two giants of Nike and Adidas to the "three legions".

"Three legions": a prelude to the melee

　　 八七路、九二路東段、步行街，“折”這個字在包括耐克、阿迪達斯、361°以及安踏等專賣店門前一年四季都可以見到，“以前耐克、阿迪達斯新品基本上不打折，現在他們也放下身段和國產品牌玩起促銷戰。”在九二路開店、代理某體育品牌的陳先生表示，如果說10年前是耐克、阿迪達斯雄霸天下，現在則是“三大軍團”混戰的時代。理由就是，石獅人以前只挑耐克、阿迪達斯、彪馬等國外品牌穿，現在李寧、安踏以及匹克在市民身上出現的頻率也不低。

　　所謂“三大軍團”，指的是國內體育用品市場的“三大極”，第一極為耐克、阿迪達斯、李寧以及后來居上的安踏，第二極包括北京動向、361°、特步以及匹克等港股上市公司，第三極囊括鴻星爾克等并未占據主要體育類黃金資源的公司。根據“三大軍團”2009年的財報計算，第一軍團銷售額每家在55—100億元之間，第二軍團銷售額每家在30—40億元上下，第三軍團銷售額每家則在10—20億元左右。

　　 “由于大家同是上市公司，自然有了‘挑釁’國際品牌的底氣和資本。”業內人士方先生表示，以前國內外品牌是大路朝天、各走一邊，耐克、阿迪達斯主攻一線城市，安踏、李寧則在一、二線城市間迂回作戰，至于匹克、361°等晉江品牌更多的是把戰線放在三線城市，“可如今情況變了，大家開始展開全市場競爭。”耐克、阿迪達斯來到三線城市，匹克、361°去北京、上海開旗艦店，“三大軍團”全方位混戰已拉開序幕。

Sporting goods industry: "great integration" is coming soon.

　　 “體育用品很快就會進行整合、兼并，估計到2012年也就5至8家大品牌。”昨天上午，記者通過微博采訪了國內體育產業知名專家、中體明星文化傳播有限公司總經理王奇，他認為，阿迪達斯甚至有可能在新一輪的洗牌中被“安踏們”擠出去。

It is understood that in 2009, Lining's sales surpassed Adidas China's company for the first time since 2004, and its sales volume reached 8 billion 387 million yuan, which is only about 1 billion 600 million yuan from the Nike Nike estimated by China.

In 2008, Lining's sales volume was 6 billion 690 million yuan, according to the growth rate of 25.4% over the same period, Lining in the next two or three years will have the chance to win the first prize in the domestic sales volume.

　　與此同時，安踏雖然去年銷售額只有58.7億元，但同比增長了27%，稅后凈利潤達到12.5億元，甚至超過了李寧的9.45億元。此外，除了鴻星爾克的銷售額較之2008年的28.89億元下降了30.8%之外，包括北京動向、361°、匹克的銷售額同比增長額度基本上都在20%以上，“相比之下，耐克、阿迪達斯這些國際巨頭的中國銷售額增速放緩或出現下滑。”阿迪達斯去年大中國區銷售額下挫16%，僅70億元，如果今年其不能借助南非世界杯營銷成功并實現較大幅度增長的話，那安踏就有可能在兩年內趕超阿迪達斯，王奇所說的話也就成為現實。

In addition, according to the theory that there are not many competitive brands in the mature market, there must be frequent integration and merger actions in the domestic sporting goods market in the past two years. "Lining and Shishi kaishen" are just the beginning.

Insiders think Mr. Fang.

Shishi sporting goods manufacturers must have a sense of crisis.

　　 如果以銷售額10億元為加入“第三軍團”的衡量標準，石獅體育用品生產企業基本上全被擋在門外，“相比之下，石獅體育用品生產企業真的該好好思考未來的發展之路。”業內人士方先生表示，如果真如王奇所言，那許多石獅體育用品生產企業就會名副其實地成為晉江運動品牌的加工基地，“現在一邊做自主品牌，一邊還可以幫361°、匹克貼牌，以后假如自主品牌做不起來，那就只能回到原來的貼牌加工之路。”

"Heavy brand and light assets" is the only way for brand development. In literal sense, Shishi sporting goods manufacturing enterprises will not lack orders, but the reality of recruitment difficulties will become a constraint factor for whether orders will remain in Shishi.

According to Zhao deputy manager of a sporting goods production company in Peng Tian, after the Spring Festival, they launched a battle for human resources because of rush orders and a brand enterprise in Jinjiang. As a result, the other party took 50 new recruit workers from the enterprise with "every worker plus 500 yuan", and "no way to stay, the other party was in financial trouble."

We can't afford to pay so much money. "

Zhao deputy manager believes that many large brands of sporting goods manufacturers are moving the marketing headquarters to Xiamen, Beijing and Shanghai, passing the production pressure on to the processing enterprises of Shishi and Jinjiang. Regardless of whether the processing enterprises can retain their workers or their salaries, they only need to be inexpensive. These enterprises will place orders. If the prices are not cheap, they will hand over the orders to other enterprises. "The cost of raising salaries can only be digested by the enterprises themselves".

Rising labor costs only limit stone lions.

A factor in the development of production enterprises, as well as many factors, including the backward development concept of enterprise bosses, the lack of senior marketing personnel, and the lack of development funds, also affect the development and upgrading of Shishi sporting goods manufacturers.

Mr. Fang said.