Looking For The Development Of China'S Sporting Goods Industry In The Post Olympic Era

In every international sports event, in addition to the competition in the arena and the news competition between the media, the athletes' luggage is also being staged.

In this special campaign, the international sports brand has always been the leader.

All the Chinese athletes are on the podium of the Beijing Olympic Games.

However, in the new Olympic cycle, more and more domestic sports brands are active in the public view. From sponsoring popular sports events to inviting famous athletes from home and abroad to speak, the strong rise of domestic sports brands is changing the market situation of foreign brands' "dominating the whole world".

Of course, behind the ups and starts of the domestic sporting goods industry, it is impossible to cover up some misunderstandings and hidden dangers: for example, the homogenization development among brands, such as blind expansion and disorderly competition of vicious competition, such as ignoring the low level operation of R & D and relying on imitation, such as advertising strategy which does not emphasize connotation and only gimmicks.

This sports circle focuses on the domestic sports brand and explores the way for the development of China's sporting goods industry in the post Olympic era.

Market competition

Can the "enclosure" campaign of local brands change the competition pattern?

Zheng Yi: according to the analysis, in recent years, the domestic sports market has seen the phenomenon of "going back to the country".

The domestic sports brand adopts the strategy of "encircling the city by the countryside", and enclosures the two or three line market, and even begins to encroach on the first-line market of foreign capital brands for many years.

What is the current situation of sports consumption market in China? What is the position of the domestic sports brand?

Zhang Tao: in recent years, the sports industry has become a new growth point of the national economy. People's consumption demand for sports has been increasing continuously, and the money and time invested have also been significantly improved.

The financial crisis in 2008 brought a great shock to China's sporting goods industry. Comparing the performance of sports brands both at home and abroad in the past two years, there is a trend of "going back to the country".

The increasingly mature consumption concept of domestic consumers makes the domestic brands with more price advantages more sought after by the market.

From the enterprise itself, price, sales network, cost control three factors become the brand of domestic brand.

At the same time, local brands have increased capital expansion and brand line expansion.

In the context of the financial crisis, the cost of business has declined, which has provided an opportunity for strong sports goods companies to expand against the market.

Yi Jiandong: under the situation that the internationalization strategy has not been well implemented, many Chinese sporting goods enterprises have to march into the two or three line market in pursuit of scale expansion and have to be saturated with the first tier market.

However, judging from the current situation, the domestic sporting goods consumption market is still at a steady growth stage, and the influence of international famous brands has not weakened, so the domestic brands do not occupy an obvious advantage.

Brand building

"Advertising + star + sponsorship" strategy is good or bad?

Zheng Yi: some people call CCTV sports channel "sports shoes channel". The domestic sports brand represented by "made in Jinjiang" occupies almost 50% of the advertising share of sports channel.

At the Asian Games in Guangzhou, more than half of the athletes from other countries wore Chinese brand sportswear.

How do we view the brand building strategy of "advertising + star + sponsorship"? What is the gap between us and international brands?

Zhang Tao: international brands are well versed in the psychology of market operation and consumers. They have considerable market appeal and occupy the most potential and profitable group.

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At present, the gap of most brands in China is not only the strength of enterprises, but also the concept and brand planning and management.

In recent years, 85% of the global sporting goods sales are brand products, and most of our sports brands are unable to participate in the competition actively and effectively.

From a marketing point of view, too much reliance on advertising and no brand core value supports not only the small brand difference and low value, but also directly lead to high investment in brand maintenance and construction.

This may be a bruising brand of domestic sporting goods companies.