Brand Comparison: Compared With ADI Nike, &Nbsp And Anta Are Different.

"In the mall, a pair of ADI basketball shoes is the most expensive to sell to 1180 yuan, Anta is the most expensive 669 yuan. Where is the difference in price setting?
In May 21st, the "sports industry and sporting goods development forum" held by the sports Expo was held by experts to express their opinions on whether China could produce a number of sports products brands with Chinese characteristics and international influence in 2020.

The first is research and development. The annual R & D expenditure, like Adidas and Nike, accounts for a considerable portion of the current income. Historical information shows that in 1983, the annual sales volume of Nike was $270 million, and the R & D investment of this year was US $45 million, accounting for 17% of the total revenue. Domestic enterprises have invested little in this area. Professor Jin Yinghua, who has been engaged in sports industry research for a long time, thinks that this is also a kind of helplessness, because the majority of China's sporting goods industry is small and medium-sized private enterprises.

A shoe and clothing producer attending the exhibition told reporters that the director general of the General Administration of sports provides a message when he talks with the enterprise. The research results are absorbed and absorbed by the product development department of the enterprises to strengthen their technological dominance in the industry. It is still a long way to go for the domestic enterprises to see through the research and development.

Next is marketing. ADI and Nike have done well in competitions, star resources integration and brand building. In basketball, football, track and field and other commercially high sports, they have absolute right to speak. "It can be said that in terms of technology, technology and product quality inspection, there is no difference between domestic famous brands and international top brands. The gap is still at the two sides of "smile curve": R & D and marketing. Professor Bao Mingxiao, a Research Institute of the State General Administration of sports, said.

"The guidance of the general office of the State Council on accelerating the development of sports industry" mentioned that: by 2020, we should cultivate a number of internationally competitive sports backbone enterprises and enterprise groups, forming a batch of sports products brand with Chinese characteristics and international influence. Can this goal be achieved?

"It depends on what the specific criteria are. International competitiveness should not be limited to the domestic market share, but also to the international market share and popularity. Frankly speaking, the breadth and depth of our famous brands in the international high-end market is not enough, and the products lack core competitiveness. If international brands have global influence like Haier, it will take longer. Professor Cong Hu Ping of Zhejiang Institute of physical education expressed this view.

"It should be said that this is a goal with greater symbolic significance. It is difficult to develop such an international brand without government support. " Chen Linxiangchi, Professor of Wuhan Sports Institute and deputy director of Wuhan Sports Bureau, have the same view.

There are also disagreements. Qin Younian, chief engineer of Shanxi Orient Company, believes that it is impossible to make a simple analogy. The domestic sporting goods industry has the conditions and ability to achieve this goal as a new and sunrise industry.

"It seems very difficult now, but it is amazing to recall the brand growth process of Chinese sporting goods companies. Let's look at these leading enterprises' continuous pace of internationalization in these years, plus China's existing sports resources and sports influence, as well as the foundation of Chinese sporting goods enterprises. I have confidence in China's sports brand with international influence.

Which industry will break through first? Bao Mingxiao believes that this is probably the shoe and clothing.