Analysis Of 2012 Major Footwear Brands In China

The sports industry 11th Five-Year plan, promulgated by the State General Administration of sports, has clearly defined the direction for the development of China's sporting goods industry. Future China sport industry The development should give full play to the advantages of China's labor resources, actively develop sports goods manufacturing industry, and build a world sports goods production base. Importing foreign technology and management experience to develop high-tech import substitution products. We should further play the guiding role of the industry, encourage and guide sporting goods companies to increase R & D investment, carry out technological innovation, product innovation and marketing means innovation, and improve the independent innovation capability of China's sporting goods industry. We should strengthen the construction of standards system for sports goods, promote the supervision and certification of product quality, enhance the competitiveness of the international market, and create the world brand of sporting goods.

Product development is one of the key factors related to the survival and survival of enterprises. market Share and brand competitiveness. Foreign brands such as Nike and Adidas focused on product research and development at the beginning of their business. In 1980s, Nike and Adidas set up a biomechanical R & D laboratory. Zhang Qing, manager of Li Ning Co marketing department, said: "sports products brand should pay attention to research and development. It is simply not the style, but to the functional and professional development. Like Nike and Adidas, from the beginning, they have not given up their efforts in science and technology. The development of single Nikeshox shoes has taken 16 years.

　 　 Nike

Nike claims that the development of technological products is one of the key factors for Nike's success. Nike has spared no effort in developing new shoe materials, fibers and modern design.

In the process of product innovation, Nike attaches great importance to the combination of design and practice. In particular, it has hired research committees and customer committees, including coaches, athletes, equipment operators, foot doctors and plastic surgeon. They regularly meet with companies to review various design plans, materials and ideas for improving athletic shoes.

Nike's research and development attaches great importance to the fields of ergonomics and bionics. The design styles of these products are often designed according to different foot types, weight, running speed, training plan, gender and different technical level. In this way, the design of the product is more in line with the needs of consumers, not only in functional compliance with the needs of sports, but also more in line with the needs of consumers in terms of safety and comfort, and many products can even improve athletic performance. At present, Nike is spending 4% of its sales revenue on product development every year, which enables Nike to maintain its technological superiority in many sports products, so as to ensure the competitive advantage of its products and brands.

Nike also acquired some new technologies through merger and acquisition strategy, such as the Tetra of the United States, which specializes in making gasbag materials, and those series of sports shoes that use this technology are very important for Nike to create brilliance in the 80s of last century.

Adidas

Since its founding, Adidas has never relaxed its innovation and exploration of products. In the early days of the company's development, Adidas took product technology innovation as the driving force to open up the market and enhance brand awareness. The founder of Adidas is not only a sports enthusiast, but also an entrepreneur and inventor who is highly respected in technology, quality and passion for innovation, and was born in a shoemaker family. Many technological breakthroughs in Adidas's shoe making process were achieved by him. He has won 700 patents in succession. At the same time, Darth is also a pioneer in the world of sports shoes.

Adidas has three global R & D centers and more than 1500 scientific research personnel. It takes the most important links of R & D and sales to the top two, and solves the social division of labor between living and manufacturing. Although the whole enterprise does not have a production worker, it owns the intellectual property and intangible assets of all products.

In 2003, Adidas set up a "mass customization" system, which can design special shoes according to different customers' feet, personal preferences and requirements. The advantage of the leader makes Adidas company in the first place in this field.

Adidas also tried to use the Internet to interact with consumers, trying to create reverse information flow from terminal consumption links, helping designers and developers to understand the market more accurately.

In 2011, Adidas focused on customization and digital sports products. In 2010, Adidas's R & D cost reached 102 million euros, accounting for 0.8% of net sales, accounting for 2% of total operating costs.

After just a few decades of development, some domestic sporting goods enterprises which are in good condition and strong in strength have begun to attach importance to and invest more in research and development, and have gone out of their own characteristics. More and more products that contain exclusive scientific and technological achievements come out.

361 degrees

361 degree president Ding Wu has said: "building a world-class product development platform, building a global R & D team based on the global market and building a scientific R & D system is not only a need for upgrading products at 361 degrees, but also a 361 degree realization of the added value of products and the upgrading of brand core values."

In September 3, 2010, the 361 degree (Asia) design and Research Center in Guangzhou was officially launched, including high-end sports products laboratory and Ergonomics Laboratory. This is another leap in the development of 361 degree product strategy, and it is another basis for 361 degrees towards the goal of comprehensive professional sports brand.

In March 29, 2011, 361 degrees held a grand opening ceremony at Beijing Institute Of Fashion Technology, announcing that the "361 degree high performance sportswear design and research center of Beijing Institute Of Fashion Technology" was formally established. As the only sports clothing design and R & D center jointly built by schools and enterprises in China, the move not only effectively builds the integration mode of production, teaching and research, but also provides a strong guarantee for the innovation and development of the sports apparel industry.

At the same time, this 361 degree hand held the high performance sportswear design and research center of Beijing Institute Of Fashion Technology. At the same time, it set up a 361 degree scholarship specially to provide strong support for the training of R & D talents in China's sports apparel industry. The center will further meet the needs of R & D and design of professional high performance sportswear, promote the development of Chinese sportswear discipline and related educational undertakings, and open up new avenues for cultivating innovative talents and enhancing independent innovation ability. {page_break}

　 Lining

In the domestic brand, Lining has always maintained a leading market position in sports product development, sports science and engineering technology application.

In 1998, Li Ning Co built the leading Asian and China's largest design and development center in Foshan, Guangdong.

In September 27, 2002, Lining sporting goods company formally became a "brand partner" with the famous international textile brand "DuPont". After the cooperation, Lining increased the breadth and depth of the application of lycra and other innovative fiber products in order to improve the technological content of sporting goods in China.

In 2004, Li Ning Co set up a design and R & D center in Hongkong, which is working with Hongkong, international professional institutions and universities, including the Department of sports and sports science, Chinese University Hong Kong. The company's work in Hongkong is to build a Chinese foot database. The Chinese or Asian foot types are different from westerners. Therefore, Li Ning Co extracted samples from feet in East China, North China, Southern China and western regions, and built databases.

In January 2008, Li Ning Co set up a design and R & D center in Oregon as its outpost for studying the US market. In March of the same year, Lining announced cooperation with Michelin to develop high-performance sports shoes. In November, Lining established his sports science research center in Beijing.

　　 Anta

Ding Zhizhong, President of Anta, said: "R & D is the lifeline of products, and technology is the lifeblood of Anta. Anta spent less than 10 million yuan on its R & D fees in the first five years. In 2009, it invested more than $100 million in research and development funds. When an enterprise is young, there is no way to talk about innovation. When an enterprise already has scale, it must talk about innovation.

In order to enhance technological innovation and product R & D capability, master the core technology of sporting goods, and upgrade its function through technology and brand, Anta invested huge sums in 2005 to create the first sports science laboratory in China. It became the first domestic sports Brand Company with independent sports biomechanics, sports medicine, sports physiology and sports medicine research institutes. At present, Anta sports science laboratory has contributed more than 41 national patents to Anta, and has been approved by the national development and Reform Commission to become the first national enterprise technology center recognized by the state in the sporting goods industry. When Premier Wen Jiabao visited Anta, he was pleased to point out that "Anta has gone out of a path from a labor-intensive enterprise to a technology intensive enterprise".

Compared with foreign brands, domestic brands and foreign brands are characterized by late start time, low investment, low proportion, intensity and depth. In China's sporting goods industry, the phenomenon of "heavy production and light research and development" is very common. In the environment of global economic integration, the profit of production links is the lowest, and profits are mainly concentrated in R & D and marketing. The technological development of enterprises can be divided into four ways: independent research and development, technological cooperation, technology import, self development and technology import. At present, China's sporting goods industry mostly adopts [6], which combines advanced technology with self-development. It is necessary for domestic sporting goods enterprises to identify their positions according to their own situations, give full play to their characteristics and advantages, and strive for market and space for themselves with the help of scientific research and development. Small and medium-sized enterprises should attach importance to R & D. They can learn from the technology of large enterprises or actively seek cooperation, and try to stop copying and plagiarism. Large enterprises should pay attention to customers' needs and consumption trends while carrying out R & D, actively carry out industrial adjustment, and pay attention to protecting their own intellectual property rights. To enhance R & D capability and create innovative sports goods enterprises, we should start with the following aspects:

Internationally, the scale and intensity index of R & D activities are usually used to reflect the scientific and technological strength and core competitiveness of a country. The R & D level of a country embodies the political and economic strength of a country; the level of R & D of an enterprise reflects the competitiveness of an enterprise. According to international experience, enterprises with R & D investment account for less than 1% of sales revenue. It is difficult for them to survive. Enterprises that account for 2% of sales revenue can barely maintain, and enterprises that account for 5% to 10% of sales revenue will be competitive [7]. The low investment in R & D has restricted the industrial upgrading and healthy development of China's sporting goods manufacturing industry. Therefore, it is urgent to increase the R & D investment of China's sporting goods manufacturing industry through multiple channels. Enterprises should pay more attention to R & D and invest in R & D, which will help to improve the competitiveness of enterprises.

It is necessary for the government to make policy tilt on R & D, such as adopting the mode of industry university research cooperation. The Japanese government has limited investment in R & D, but this limited input provides the importance of the emerging technology field and stimulates the enterprise's own research, because enterprises will know that their competitors are also doing research. At the same time, the government should increase the crackdown on sports goods infringement, which may affect the market of a certain region or enterprise in a short time. However, only by strengthening the protection of patents can enterprises be more willing to invest in innovation and generate more patents, eventually lifting the technological level of the sporting goods industry [3]. The funds for scientific and technological activities of sports goods manufacturing enterprises in China mainly depend on the investment of enterprises themselves, while the government provides less than 2% of the funds, and the proportion of loans from financial institutions is only a little more than 10%. China's sports goods manufacturing enterprises still need more support from the government and financial institutions for the funding of science and technology manufacturing enterprises. [8]

Scientific research and development can not be separated from talents. Training, absorbing R & D talents or cooperation with universities and research institutes can effectively promote the upgrading of R & D capability. Taking Colleges and universities as an example, universities should make full use of their own talents and intellectual advantages to actively optimize and combine all kinds of professional talents to form scientific research teams. It is a wise choice to design, develop and sell sports products and extend the sports industry chain. At the same time, we should strengthen cooperation in tackling key problems in different disciplines, and actively graft relevant fields in sports products.