How Does Shishi Sports Shoes Enterprise Break Through?

In October 25th, the number of sporting goods manufacturers in Shishi was huge, but the number of famous brand enterprises in the province and even the whole country was very few. According to the statistics of authoritative departments, the industrial output value of sports goods manufacturing industry above Designated Size last year was 610 million yuan, and the industrial output value in the first half of this year exceeded 400 million yuan, and the total annual volume is estimated to be more than 1 billion yuan.

At present, Nike, Adidas and other international

A comprehensive upgrading of competition

"Sports brands will soon be integrated and merged.

It is estimated that by 2012 there will be 5 to 8 big brands.

And Adidas may even be squeezed out by Anta.

At the beginning of this year, Wang Qi answered the above question that "Shishi sporting goods manufacturing enterprises with a single enterprise output value less than 1 billion yuan have the opportunity to promote the" three polar army "of the domestic sporting goods market. In fact, the international and domestic sporting goods market has undergone tremendous changes before and after the 2008 Beijing Olympic Games.

As a famous domestic sporting goods manufacturer, Lining signed a concession agreement with the KAPPA brand real owner and Italy BasicNet group in 2002, and sold exclusive KAPPA brand products and related products technology in China. The agency period is 5 years, and the specific agency operation is run by Lining subsidiary Beijing.

In 2005, because of the same product positioning of KAPPA and Lining, Lining pferred all the shares of Beijing's trend and the exclusive agency rights of KAPPA brand. After the "wonderful Lining of the former Lining" Chen Yihong's "brilliant flowers", Beijing's trend has now become a listed company with a total market value of 25 billion 600 million yuan, and owns the brand ownership and permanent management rights of KAPPA mainland China and Macao region. In short, the KAPPA brand in the mainland and Macao area belongs to "madeinchina".

"KAPPA, though not Lining, is a key step in bidding for international brands, which has also inspired other domestic sporting goods manufacturers."

Wang Qi said.

After experiencing the labor pains, Lining pferred the purchase direction to China.

At the end of 2007, Lining bought a leading brand of domestic sports and a leading enterprise in the field of table tennis. He shared a 57.5% stake in red and double happiness.

After the completion of the agreement, red double happiness became Li Ning Co's indirect and non wholly owned Affiliated Companies.

After tasting the sweetness brought by the red double happiness, in July 2009, Lining bought the Kaisheng, one of the three brands of the Chinese Badminton equipment market, and fully grasps the leading technology and research and development ability of the badminton industry.

Moreover, in July 2008, Lining signed an agreement with the famous Italy sports brand Lotto to get the exclusive franchise of the brand in China for a period of 20 years.

At the same time, the Jinjiang sporting goods manufacturers of the Yangtze River pushed the waves ahead of the world to compete for international famous brands or to cooperate with world-famous brands.

In August last year, at the cost of 332 million yuan, Anta put the trademark and operation of Italy brand Fila into the bag and took the first step in bidding for internationally famous brands. In 2006, XTEP signed a 20 year contract with the Spanish brand KOLING to become the sole agent of the brand Greater China region.

In 2007, XTEP also worked with the The Walt Disney Company in the United States to issue a licence to distribute Disney Sports Products in Hongkong, Macao, Taiwan and 21 global emerging market countries.

"From the present point of view, the brand enterprises that enter the domestic sporting goods market" are three poles "will not compete in the domestic market.

Xiao Fu, who has worked as a planner in Fei Ya Shi, believes that in addition to the enterprises in the professional field, such as red double happiness and Kaisheng, there is basically no acquisition target in China. "Now Lining and Anta will only buy sports goods companies that supplement their own industrial chains."

Xiao Fu said, "the three largest enterprises" in the 123 line city PK has been upgraded comprehensively. The products of other sporting goods manufacturers will become more and more difficult to stand on. The elimination of the vast majority of enterprises with low productivity and weak brand influence is the general trend.

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B interpretation of Kaisheng mode

Speaking of kaishen, Shishi people will not be unfamiliar. Last year, Kaishun married Lining and became another important member of Lining, an international, diversified and multi brand company.

Why is Kaisheng? Because Kaisheng has too much capital to show off. In the field of badminton, Kaisheng has created many "first".

As early as 1992, Kaisheng became the first domestic badminton brand to use the image spokesperson in China. In the second year, Kaisheng's first all carbon racket series was listed as the leader of domestic badminton production research and development. In 1996, Kaiser chose the R & D and production of aluminum and carbon integrated badminton racket, becoming the mainland's earliest self-developed brand to produce this series of products. Besides, Kaisheng always pays attention to the development of the "gold medal team" China badminton team and sponsors the national youth badminton team of China.

Behind the Olympic champions such as Gong Zhichao, Ji Xinpeng, Zhang Ning and other Olympic badminton players, there are Kaisheng brand. Bao Chunlai, Lin Dan and Xie Xingfang have also won the "Kaisheng". "It can be said that Kaisheng is in China badminton, just like red double happiness in Chinese table tennis."

Wang Pingdong, chairman of Shishi kaishen sporting goods Co., said confidently that this was also affirmed by gold medal coach Tang Xianhu, Li Yongbo and many Olympic gold medalist.

But in the name of fame is actually difficult!

Since its foundation, Kaisheng has always focused on quality and technology research and development. Although its brand influence is big and its reputation in the market is good, sales always encounter bottlenecks. "This is mainly related to the whole badminton environment in China."

Mr. Chen, sales manager of Shishi Qiangli sporting goods Co., Ltd., although badminton and table tennis occupy an important position in the domestic sports industry, but because of low value-added products and low selling prices, the entire sales volume has always been at a low level. On the other hand, the world famous brand Yonex has been driven directly into the high-end market with high added value and firmly grasped the initiative.

In front of Yonex, the domestic badminton racket production enterprises, even if they are involved in the Lining and red double happiness "collective weakness", have no right to speak. "Standards and the development of Baotuan are the key."

Wang Zhifang, Secretary General of the Shishi Association for quality and technical supervision, said that for the badminton racket industry, the core competitiveness is the technology research and development that is difficult to duplicate. This year, the badminton Standard Award jointly awarded by Kaisheng sporting goods Co., Ltd. and strong sports products Co., Ltd. is awarded the first prize.

After the market, Kaisheng not only has more money, but also has more brand influence, and more importantly, "big brother Lining" goes hand in hand with "Kaisheng little brother". In this year's sports fair, Lining combines the products of Kaisheng brand and a part of the red double happiness brand. In September, world champion Cai Cai / Fu Haifeng won the 2010 China Badminton Masters championship with the new Kaiser equipment. The Kaisheng 3V3 competition was in full swing throughout the country. "Before that, there are so many activities and brand promotion opportunities within a year, which is unlikely for Kaisen, and everything is possible after going to Lining." in the "Lining army" main attacking low-end badminton racket.

Wang Qi said that "Kaisheng", which is not bad money, is fully capable of becoming the sales champion of the low-end badminton racket Market in China.

C breakout of Shishi Enterprises

"The CCTV sports channel is really the Jinjiang channel. Anta, 361 degree and XTEP are appearing every day. Shishi is also a sports industry, but it is hard to see the shape of our business."

Ma Shanlin, who loves sports and understands sports brands, has expressed his own voice, and has also expressed the public's doubts: why is it that it is difficult to build sporting goods for stone lions? In the hearts of people and even people in Shishi, Shishu, Siqi, honourable and other "Shishi" sporting goods manufacturing enterprises are not familiar with their names, and there are very few dynamic enterprises that can make them strong. It is impossible for consumers to form strong purchasing power around these brands, but in fact, Shishi sporting goods manufacturers are already looking for spring.

Last year, the appearance of Shishi sporting goods manufacturing company was completely new. The term "face" refers to the official website.

According to the observation, the official website of Shishi sporting goods manufacturers including Qi Qi, honourable and so on has been fully launched, although it has been slightly worse than the official website of Anta, 361 degree, XTEP and other famous enterprises, but at least it has changed significantly compared with the previous official website, and is more fashionable and popular.

Taking honor as an example, opening the official website of the enterprise is the first thing to see is the flow of fashion delight. The front page set up enterprise exhibition, sports station, casual leather shoes and interactive station sub catalog, which conforms to the construction features of the official website of modern clothing enterprises and brand sporting goods manufacturing enterprises. "There is no big difference between these websites and the official website of the first line sports brand in China. This shows that Shishi sporting goods manufacturing enterprises are making progress."

Wang Zhifang said.

Obviously, it is not enough to change the official website. Shishi sporting goods manufacturer has also tried or touches the capital market.

At the end of last year, IPO, a manufacturer of luxury brand casual shoes and leather shoes, launched the IPO (initial public offering) on the Toronto stock exchange in Canada. It raised a total of 240 million yuan in financing, and realized the miracle of "lightweight" footwear brand listing, and led the upsurge of many small and medium-sized shoe and clothing enterprises listed in China.

After the listing, honourable members have plenty of money and brand influence in retail and distribution, as well as in improving productivity and marketing.

It is understood that in addition to the honorable, Sai Qi (China) Sporting Goods Co., Ltd., in the spring and summer new products ordering meeting held in 2011, the chairman Cai Jianlei put forward the goal of realizing the listing of Saiqi brand in five years, and accelerated the channel construction and terminal image upgrading in the past five years. Before putting forward the listing target, Sai Qi has done a lot of work this year: in April, he sponsored the first China Boxing League; in July, he joined hands with the southeast satellite TV "Xingguang conference" to create a cross-strait entertainment entertainer Music Festival; September, sponsored the 2010 Asian Cup women volleyball match.

Obviously, Shishi sporting goods manufacturers are looking for spring.

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D "Blue Ocean Strategy" may be the way out.

In the "three great" sports regiment ambush, the Shishi sporting goods manufacturing enterprise how to break through, Wang Qi, vice president of China Sports Competition Management Group believes that the "Blue Ocean Strategy" may be the way out.

What he calls the "Blue Ocean Strategy" refers to the other brands of sporting goods manufacturing enterprises, such as golf, swimming, horse racing, outdoor, etc., which are doing fine, strong and big. At present, there is no sign of the industry, and there are no leading brands in the industry. "If Lining, Anta and Nike produce large and complete shoes and clothing products, it is very difficult for the Shishi sporting goods manufacturer to break through with the output value of only 1 billion yuan."

Wang Qi said.

According to the results released by Anta, XTEP and 361 degrees, the sales of clothing produced by brand sporting goods manufacturers this year are larger than that of footwear products. This shows that the demand for sports apparel is greater. At the end of last year, Shishi sports and related industry development research and conference report is worth paying attention to. The total output and added value of Shishi sports clothing manufacturing industry account for more than 60% of sports and related industries and sports manufacturing industry, accounting for 1/3 of the total output of sports apparel manufacturing industry in Fujian province. "Basically, all the clothing produced by Jinjiang's brand sporting goods manufacturers are placed on the Shishi OEM processing, and Shishi can be regarded as the processing and production base of Jinjiang brand enterprises."

Zhao Jin, the responsible person of a sporting goods production company in the next ocean, said that the business was OEM for PEAK, 361 degree sales and other well-known brand enterprises whose sales volume exceeded 3 billion yuan. "This is why the number of sporting goods manufacturers in Shishi is still huge in the post financial crisis era, but the majority of enterprises are in OEM processing."

Zhao Jin said that Jinjiang brands such as Anta, XTEP, 361 degree and so on raised the number of hundreds of OEM manufacturers each year with an increase of 20%. However, with the Midwest's undertaking of coastal industrial pfer and the gradual improvement of the textile and apparel industry chain in the region, a number of brand sporting goods manufacturers in Jinjiang have set up sub production bases in Hubei, Hunan, Jiangxi and other provinces, or have placed some orders in the processing enterprises of the central and western provinces and cities, while the number of orders for Shishi OEM enterprises will be less and less. "Another major reason for the reduction of orders is labor power cost rising and the number of workers decreasing suddenly."

Wang Zhifang said that for today's OEM enterprises, the most important thing is the workers. But this year, the number of workers in some sporting goods manufacturing enterprises has decreased significantly compared with the previous years. Some of the original winning orders have also been pferred to the central and western provinces and cities, "orders may be less and less."

Zhao Jin believes that the coastal industrial restructuring and upgrading, the low technology content, low value-added extensive processing OEM enterprises are the first wave of eliminated objects, "this is also the trend of the times, economic development and the inevitable process of industrial adjustment."

Not only the advantage of OEM is slowly losing, but also the market share of sports products in the 123 tier cities in China has been greatly compressed every year.

The first-line brands such as Nike and Adidas, which have firmly grasped the initiative in the first tier cities, are now laying down their strength and making efforts to enter the two or three line or even four or five line cities. Anta, PEAK, 361 degrees, and many other Jinjiang brand enterprises that are committed to "rural encircling the city" are "thick and thin hair". Now they are beginning to attack cities in the first tier cities to pull out villages, and join forces with Nike and Adidas. The three or four line cities that Shishi sporting goods manufacturing enterprises originally rely on are now fighting all over the world. "Although some Shishi sporting goods manufacturers are looking for spring, it is hard to find whether they can find them."

People in the industry think that if we continue to take the big and the whole road, instead of looking for the differentiation space or blue ocean, we can expect that Shishi sporting goods manufacturing enterprises will be more market cannon, rather than spring.

Related links

Fujian is about to introduce policies to support the development of sports industry.

In from October 12th to 14th, Li Chuan, vice governor of Quanzhou, conducted an investigation on the development of sports goods industry in the city of Haixi by the officials of the general office of the provincial government, the provincial economic and Trade Commission and the Provincial Sports Bureau.

Among them, the research team came to Shishi Qiangshi, Shishu, kaishen and other sporting goods production enterprises field research.

Through investigation, relevant departments in Fujian will conduct a comprehensive and systematic study on the brand internationalization, industrial informatization, personnel training, headquarters economic construction, industrial pformation and upgrading, and public service platform construction in the province's sporting goods industry, and introduce more preferential measures in line with the actual development of enterprises, and further promote the further development of the whole industry.

At the same time, the research group also encourages the vast number of business owners to explore and innovate, inject new consumption elements and technology content into the sporting goods industry, enhance the connotation of the original industry, form a new industrial format, and promote the pformation and upgrading of the entire industry.

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10 years to build sports industry group

In view of the instructions on the proposal to build a modern sports equipment base in Haixi City, Quanzhou embarked on the planning and construction of Jinjiang, Shishi and Nanan standardized sports goods industrial parks, and actively planned to organize sports goods fairs regularly, and strive to cultivate 1-2 internationally famous sports brands in 10 years or so, and create 3-5 sports industry groups with strong comprehensive strength.

To implement the "opinions on speeding up the economic development of headquarters" and supporting documents, we will promote substantial progress as soon as possible in the headquarters economic zones such as Chengdong, north peak, Jiangnan and Jinjiang.

Noun interpretation

Area, two place, one center -

The so-called "belt" is to plan and build a coastal sports and leisure industrial belt with the international standard on the more than 20 sides of the large coastal channel (Jinnan section); the two place is to build a global sports equipment manufacturing base and state-level sports training base;

Three poles of sports goods manufacturing industry

Senior experts in the domestic sports industry believe that the first extreme is Nike, Adidas, Lining and Anta who come from behind. The second pole includes Beijing listed companies, 361 degree, XTEP and PEAK listed companies. The third pole includes Hongxing Erke and other companies that do not occupy the major sports gold resources.

According to the "three pole" enterprises in 2009 earnings report, the first Legion sales per household between 55 - 10 billion yuan, Second Corps sales per household in 30 - 4 billion yuan up and down, third Corps sales per household is about 2 billion yuan.

Outside the box

"Neighbor" sports goods manufacturing enterprise "acceleration"

Sporting goods marketing, sports stars are undoubtedly the best spokesmen.

After years of development, Anta, PEAK and other Jinjiang brand enterprises also have the qualification and strength in domestic and Nike, the summit of the "spokesman".

Battier, Scola, Artest, Kidd, Richardson, Francis...

NBA stars originally belonged to Nike, Adidas and other top sporting goods manufacturers in the world. Now they have switched to Anta and PEAK.

This summer, Anta even signed "wolf king" Garnett.

As the media has said, PEAK or Anta spokesmen form a NBA team, which can be a strong contender for the playoffs or even the championship. "Now wearing Anta or PEAK is not a shame."

Wu Kaile, a regular sports brand wearer, said that even a few years ago, even if Anta and PEAK did not offer any discount, he would not go into the shop and buy one.

At that time, Nike or Adidas were his favorite.

A few years later, Wu Kaile also wore Lining, Anta or PEAK. "Have you found that the price of these Jinjiang brands is coming up."

There are a number of reasons for the rise in prices. Excluding raw materials and labor costs, the biggest driver of price increases comes from the market. If the market does not accept products, the price increase will be impossible.

Figures tell us everything.

In 2007, Anta's annual sales volume was close to 3 billion 200 million yuan. Last year, its sales volume was close to 6 billion yuan. This year's target is 10 billion yuan. As of now, Anta has already completed about 6000000000 yuan sales. In the 2006-2009 year, PEAK's sports sales for three consecutive years kept 80% growth.

In 2009, PEAK achieved sales of 3 billion 95 million yuan, an increase of 51.6% over the same period last year, and its net profit increased by 67.1%, up to 628 million yuan.

By the end of June 2010, the number of retail outlets increased to 6768. In 2008, XTEP's annual revenue was 2 billion 867 million yuan. Its vice president, ye Qi, said that XTEP's sales volume of 5 billion yuan was basically no problem this year.

Up to now, the total number of XTEP brand retail stores has reached 6579, and the 361 year's annual earnings report is 361 years, the company's annual turnover is 4 billion 330 million yuan, an increase of 25.7% over the same period, the net profit is 916 million yuan, and the number of stores in the country has reached 6927.

In addition to rapid growth in sales and stores, sporting goods manufacturers in neighbourhood Jinjiang are also actively using various channels to marketing.

For example, Anta beat Lining and Adidas last year to become the exclusive sports clothing sponsor of the Chinese Olympic Committee; XTEP sponsored the Premier League of the five largest league teams in Europe, and became the first Chinese sporting goods manufacturer to enter the five major European leagues; 361 degrees became the senior partner of the Asian Games and the global official sponsor of the Asian Olympic Games; PEAK became the official partner of the WTA (International Women's Professional Tennis Association) tour in the Asia Pacific region.

According to industry sources, the cost of advertising and promotion is above 500 million yuan a year.

"The scale of Jinjiang sporting goods manufacturers like Anta will run faster and faster."

Wang Qi, vice president of China sports competition management group, said that after becoming the national sports industry base and the Jinjiang municipal government's plan for the sports industry around the "two areas and one center", the Jinjiang sporting goods manufacturing enterprises will have more room for development.