It Is Necessary For The Government To Support The National Brand After Getting Through The "Cold Winter".

In the past year, China's rapidly developing sporting goods industry, especially the national sports clothing brand, has ushered in the "cold winter" in the market. In connection with the challenges faced by private enterprises in other industries, the sporting goods industry has just suggested in the past two sessions that the state should upgrade its industrial chain and optimize its industrial layout, so as to break through the private sector with practical measures in supporting policies. enterprise The situation of internal and external difficulties.

Ding Shizhong, chairman of the National People's Congress and chairman of the Anta Sports Products Limited's board of directors, made the above statement in response to the government's work report on the increasing operating difficulties of small and micro enterprises in the face of economic challenges. In his recent interview with the author, he believes that there are many reasons for the current downturn in the domestic sports apparel industry, such as rising prices of raw materials, rising labor costs and appreciation of the renminbi. "What we need to draw attention to is how to strengthen the brand building of domestic private enterprises after the international brands enter the domestic market too quickly".

China's sporting goods industry occupies a large proportion in China's sports industry, and the national sports brand has entered the adjustment period after the golden age of an average growth rate of more than 30% in the previous years. The downturn in the industry in the past year is very obvious, Lining. Anta And so on. Ding Shizhong believes that the overall crisis of the industry is also the time to test the vitality of the brand, but it needs the guidance and support of the government. He said: "China's private economy has begun to take shape. It is believed that with the support of relevant state policies, we can effectively solve the plight of the development of small enterprises, focus on supporting the development of private enterprises, and optimize the layout of industries, adjust the industrial chain, and put the supporting policies into full play. China's economy will certainly go to another level."

In his speech at the two sessions, Ding Shizhong referred to the internal and external difficulties of national brands. He said that "outside" refers to the weak business environment in the European and American markets, market access and national treatment. After China's accession to the WTO, the market has been opened. This makes the past occupy individual cities. international brand Market penetration has become more intense as it can penetrate all levels of cities in China. Many enterprises have begun to face competition from international enterprises before they begin to take shape. "

Recently, Jordan, a basketball star "flying man", has brought widespread concern to sue Jordan sports company for violating his right to name. The Nike company, which had several years ago had a commercial partnership with Jordan, also questioned Jordan's trademark. The industry generally believed that the prosecution had the shadow of international and domestic brand competition in the Chinese market.

Ding Shizhong mentioned in particular that in this competitive situation, some phenomena of worshipping foreign elements in the industry are unfair to domestic brands.

However, he is optimistic about the development prospects of China's sports apparel industry, and believes that local brands will occupy a dominant position in China's sporting goods market in the future. The advantage of domestic brands lies in stronger cost control and flexible channel strategy. At present, our layout in the two or three tier and even lower tier markets has been quite perfect. Local brands can go deeper into the market, which is a difficult match for foreign brands. "

Prior to that, Ma Jilong, vice chairman and Secretary General of the China Sporting Goods Federation, also expressed the same confidence in the author. He believes that China's sporting goods industry is entering a "soft landing" adjustment period. "Overall, the market may linger for one or two years, but the time will not be long. After two years will resume and go up again, I think we will usher in a new development period of China's sporting goods industry.