Specialization Or Development Of Sports Shoes Enterprises

At present, consumer groups and market The demand for specialization is growing. The demand for specialized products in the domestic population is only 20%, but the growth trend is obvious. Especially when people participate in sports, the specialized demand for footwear equipment is increasing. On the one hand, it is mainly reflected in some sports events, such as rock climbing and so on, which have fewer professional people's higher professional standards. On the other hand, on the other hand, in sports such as basketball, the type and cost of mass purchase of footwear equipment are also increasing. In addition, people are keen on sports shoes as well as their professional sports equipment.

A survey company found that among the public fitness venues in Beijing, such as basketball and public sports, the proportion of people wearing professional shoes and professional equipment was nearly 50%. This is significantly higher than the survey data in 2002. The specialization of market demand has brought some business opportunities, but it also poses severe challenges to the product design and R & D capabilities of footwear manufacturers. It is difficult for large manufacturers without professional strength to win consumers' recognition on products. The "professionalization" line caters to the direction of market development, and is beneficial to differentiate from other common brands and set up good consumers. brand Image and establish the status of products.

For example, on the road of specialization. Lining Sports did pretty well, and the first step was great. To be sure, the Li Ning Co has focused on the mainstream sports, such as soccer, which have the most extensive public base and have great impact on the society. This year, the Li Ning Co signed a contract with Chinese player Li Tie, who plays the Premier League Everton team, and is committed to the development and promotion of professional football products. The purpose of the combination is to develop competitive equipment for top football players. Although Lining's sporting goods occupy a large share in the Chinese market, it is indeed the first time to cooperate with professional football players to develop and produce football shoes suitable for their professional sports. This move marks a welcome step in the field of "professionalism" by Lining. In the spring of next year, Li Tie will appear in the Premier League with Lining football shoes. This is the first time that domestic sports brands have appeared in the world's five major league matches. Football is the main item of the company in the second half of this year or even next year, marking the gradual entry of Lining products into the mainstream of professional sports. It also indicates that the "professionalization" route of "Lining" is beginning to form a serialization advantage from point to aspect.

Throughout this time, due to people's love for outdoor sports activities and the development of related sports events, the demand for sports shoes and clothing in China is becoming more and more popular. And at the same time. The footwear market has undoubtedly become a super cake. According to the news, the value of the cake in the world is as high as about 400000000000 dollars, and it keeps an annual growth rate of more than 20%. On the basis of all kinds of new business opportunities, the footwear and sporting goods enterprises all over the world will not let go of China's cake. Therefore, in such a fierce market competition, sports shoes enterprises only have to enhance the professional development of the brand, so that they can stand out in the competition. It can be seen that specialization will be one of the new directions for the development of footwear market in the future.