After The Rise Of Jinjiang...

With the approaching of the Olympic Games, there are more and more researches and discussions about sports marketing and Olympic marketing in various media. From the angle of individual enterprises, the study of sports marketing and Olympic marketing is more and more. How to study sports marketing and Olympic marketing from the perspective of a city or an industry is still a lot of considerations.

I want to analyze the regional and industrial mode of sports marketing through the rise of Jinjiang city.

Jinjiang Road: Jinjiang is pforming from "shoe capital" to "sports goods capital".

What does the pformation of Jinjiang mean for China's sports marketing and sports industry development, the exploration of China's regional economic model, and the successful pformation of sports enterprises that China exports to domestic markets?

There is no doubt that studying the development mode of sports industry in Jinjiang will play an active role in the export of China's sports industry to the domestic market and the healthy and orderly development of China's sports marketing and sports industry.

It is worth studying, exploring and summarizing.

Can the Jinjiang model give some lessons to China's sports marketing and sports industry?

Since the 80s of last century, as a terminal of light industry chain, Jinjiang footwear industry has led the vigorous development of Jinjiang's economy. Jinjiang's footwear industry has been developing rapidly.

At present, Jinjiang is pforming from "shoes capital", which is mainly engaged in tourism, leisure and sports (Professional) shoes, shoes, shoes and other related industries, to sports capital and sports capital of sports events.

If the advantages of Jinjiang's sports industry are to be seen from the scale and quantity of production, Jinjiang is undoubtedly the leading sport product base in China.

If we examine Jinjiang in the chessboard of the whole country and study the Jinjiang model, it is of great significance to the overall development of sports marketing and sports industry in the whole country.

First, port pport advantages.

Quanzhou port's cargo throughput has been ranked sixteenth in the coastal ports for two consecutive years, and the container pport volume has been ranked twelfth in the national ports, with excellent pport conditions.

Whether for sporting goods export processing or the expansion of the domestic market, it is undoubtedly an important favorable condition.

Two, a good humanistic foundation.

Quanzhou is a famous hometown of overseas Chinese since ancient times. The local people not only bear hardships and stand hard work, but also accept new things and have strong economic vision.

As a coastal overseas Chinese town, Jinjiang is blessed with the advantages of introducing overseas Chinese capital and obtaining overseas market information. It can build factories and accept external processing through foreign aid funds, which makes Jinjiang sports enterprises complete the primitive accumulation of capital in a short time.

Three, the industrial foundation is better.

From primary plastic manufacturing to terminal production, Jinjiang has a relatively extensive extensive industrial base.

Jinjiang is an advanced city for mass sports in China. It is also a national "hometown of martial arts". Jinjiang men's basketball team has been the champion of the National Peasant Games.

At the same time, Jinjiang is also the production base of sports shoes, engaging stars as spokesmen for the image, sponsoring major sporting events, and setting up professional sports teams. Jinjiang enterprises have formed a unique sports industry chain through sports marketing through forming a good match with sports circles.

Four, the market share is relatively high.

At least, so far, no region in China can have a unique and complete sports industry base like Jinjiang.

From the domestic market alone, Jinjiang has occupied 75% of the domestic sports footwear market.

Since the mid 1990s, Jinjiang shoes have a high share in overseas markets.

Jinjiang produces more than 800 million pairs of shoes per year, occupying 1/5 of the international tourism shoes market.

At present, there are more than 3000 sporting goods enterprises in the region.

Five, intensive management has begun to take shape.

Intensive management can not only reduce costs, but also enhance the overall efficiency of the region, thereby enhancing the competitiveness of the regional market in the market.

From the perspective of sustainable development, the pformation of intensive management is a favorable step to extend regional economic advantages and enterprise development prospects.

The disadvantage of developing sports industry in Jinjiang is that after analyzing the five advantages of the above sports industry in Jinjiang, we can also see the hidden drawbacks and potential undercurrents behind these advantages.

As early as the success of Beijing's bid for hosting the Olympic Games, many famous brands abroad began to step up their efforts to seize the Chinese market. They have abundant capital and rich market operation experience, and domestic sporting goods consumers seem to have a strong preference for these foreign brands.

Many domestic capital predators have joined the sports industry.

Therefore, at present, sports industry in Jinjiang and other domestic sports industries are also facing fierce and competitive external competitive environment.

The analysis of the internal factors in Jinjiang is inadequate.

Fujian was originally a mountainous area with three sides surrounded by mountains and a sea on its back.

There are only three airports in Fujian Province, namely, Fuzhou airport, Xiamen airport and Quanzhou (Jinjiang) Airport.

In terms of railway pportation, there are only two routes for Fujian to exit provinces: namely, the Xiamen Xiamen railway and the national railway network; Fujian Nanping - Jiangxi Hengfeng has been put into operation.

Highway pportation has 5 national roads and 4 provinces.

Therefore, it is not easy to control product outward pportation, pportation time and pportation cost in Jinjiang area.

Two, lack of talent and lack of vitality.

When Jinjiang develops from a processing base to a brand base and from a single shoe industry to a comprehensive sports industry, the bottleneck of talent shortage is becoming increasingly severe.

From the survey of the International Trade Department of Xiamen University, we can see that in Jinjiang sports industry, the educational level of the junior workers and junior middle school workers in the sports industry accounts for 70.69% of the total staff, 22.41% of the high school education level, and only 6.9% of the senior middle school students.

Most of the middle managers and top managers are high school students, and only 1 or 3 of them are highly educated.

The middle-level management cadres of many enterprises are directly promoted from skilled workers, who are quite familiar with the production process but lack scientific expertise, and lack of understanding and understanding of modern enterprise management and modern marketing theory.

Therefore, the management and technological research and development of Jinjiang enterprises mostly adopt the way of external employment and purchase (refers to scientific research achievements). This also causes the problems of large turnover of personnel, lack of cohesive force, similar R & D results and insufficient vitality of enterprises in Jinjiang sports enterprises.

Three, poor research and development, lack of stamina.

Due to Limited talents and technology, Jinjiang sports enterprises have always been in a weak position in product research and development.

Most sporting goods manufacturers rely on cheap labor, raw material resources, and OEM sales to make profits. Most of the export products are low-grade goods with high technology content, and high-end sporting goods account for a small share of the international market.

Without exception, the sports products produced in China are mainly concentrated on sportswear and sports shoes with low scientific and technological content, and most of sports technology products rely on foreign imports.

Regarding this, the Deputy Secretary of the Chinese Sports Science Society, Jiang Bin Bo, pointed out that high technology products require relatively high technology, and the prices of such products are also very high. In China, the target market is relatively small and the target market is small, which restricts the development of sports technology products in China.

Four, the product is single, supply exceeds demand.

Due to the poor ability of research and development, Jinjiang's enterprises are mostly confined to the production of low-end products in sports and sports industry products.

According to statistics, about 72% of Jinjiang's sports enterprises are mainly middle and low-grade products, and about 22% of them produce relatively high grade products.

The characteristics and problems of the sports industry in Jinjiang are the lack of functionality, the differentiation of products, the low degree of specialization and the low technology content.

Five, competition is disorder and resource waste.

According to statistics, the sports shoe manufacturers in Jinjiang produced 16 advertisements on CCTV's five "sports channels" in 2000, reaching 44 by 2003.

However, there is no corresponding increase in market sales.

According to the survey, about 30% of the sports enterprises in Jinjiang do not have their own brands, and the other 70% have their own brands, most of which are produced according to the requirements of customers. Some enterprises even fake other well-known brands.

Guan Jian's marketing network is actually shared by brand marketing, because there are several large agents developed locally, and some of the first tier cities are controlled by agents, while the control of agents is relatively weak, so that the phenomenon of selling more than one enterprise in the same counter or the same store is relatively weak.

Six, export is blocked, and it is difficult to make progress.

Faced with anti-dumping investigations and trade specific guarantees, Jinjiang shoes are struggling in the international market.

A few days ago, the EU anti-dumping investigation against Chinese shoe enterprises intensified.

As the world's shoe production base, the footwear industry in Jinjiang has repeatedly run profit margins under the EU's "restricted" storm.

The number of famous international brands is small, made in China "occupies 65% of the world sporting goods market", but at present, domestic sporting goods rarely succeed in the international market brand, even domestic famous brands are hard to match with international brands such as "Adidas" and "Nike".

The lack of national brands has become a bottleneck restricting the integration of China's sports industry and international standards.

Serious infringement is also one of the reasons that restrict the export of China's sports industry.

Although China has been increasing its efforts to crack down on intellectual property rights for many years, it has repeatedly banned it.

After the "4 / 26" International Intellectual Property Day this year, customs in various parts of the country seized many cases of infringing intellectual property rights in the import and export links, among which sportswear and sports shoes were the hot spots of counterfeiting.

How to successfully pform Jinjiang sports enterprises in the international market has become a very arduous and urgent task.

The misunderstanding of sports marketing in Jinjiang is that Jinjiang sports enterprises are mostly small and medium-sized enterprises, and it is difficult to form economies of scale.

From the perspective of enterprise size, enterprises with 100~400 employees accounted for 68.3% of the total business, while less than 100 of the enterprises accounted for 19.5%, and 400 or more enterprises accounted for 12.20%.

The overall level of sports enterprises in Jinjiang is the current situation of small scale, scattered industry, low technology level, disorderly competition, poor brand awareness and lack of systematic marketing.

This is manifested in the following aspects.

First, pay attention to OEM and ignore brand management. OEM is an international common mode of production: brand or channel network holders issue processing orders, earn high-end profits; manufacturers accept orders for OEM, earn processing fees.

This method exists in China's processing industry.

Many enterprises in Jinjiang's sports industry adopt this way to operate and produce.

OEM has reduced the complicated marketing management activities for the production enterprises. The risk of operation is small, the cost is low, and the source of profits keeps stable. However, for processing enterprises, it also brings low profit margins and vulnerable to the control of brand or channel network holders.

Jinjiang's most famous and large sports enterprises are mostly OEM processors at the beginning of their business. It is also clear that OEM is very important for the development of enterprises.