The "Winter" Of China'S National Sports Apparel Industry

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 pass.

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 an interview with reporters recently, 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".

Chinese

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 enables the international brands that have been entrenched in individual tier cities to penetrate all levels of cities in China, and the market competition has become more intense.

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 right.

Prior to that, Ma Jilong, vice chairman and Secretary General of the China Sporting Goods Federation, also expressed the same confidence to reporters.

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.