The Development Trend Of China's Sporting Goods Industry: Attaching Importance To Localization Strategy

With the development of China's economy and the increasing participation of consumers in sports, China has become Gym shoes The most important production base of sportswear and sports equipment is the world's most important production base. At the same time, China's national brand has become competitive with international brands. China's local market will also enter a period of retail reorganization which has a major impact on the sporting goods retail industry. " At the opening ceremony of the 2012 thirtieth sports Expo, Oyama Ki, chairman of the World Sporting Goods Federation, expressed his high regard for China's sporting goods industry. In an interview with the media, Oyama Ki talked freely about the development trend of China's sporting goods industry through the Expo.

　　 National Fitness promotes business opportunities

Oyama Ki said he was impressed by the popularity of the fitness and rehabilitation facilities in the 2012 sports Expo and the display of Olympic elements. National fitness and competitive sports are the two directions of sports development, and also the target market of sporting goods enterprises. The extensive development of national fitness has promoted the level of sports consumption of Chinese consumers. The trip to Beijing gave the Chinese people a strong sense of fitness. "Square, garden, fitness path" has people's fitness figure, very good. In Japan, the government also attaches great importance to the national sports, especially the school sports, and has established a complete system instead of elite sports. At the same time, Oyama Ki also stressed that the demonstration role of sports stars is also very important. "The opening ceremony of the Expo, the emergence of Yao Ming is a good example."

　　 We should attach importance to localization strategy.

The great potential of China's local market has attracted a large number of international markets. Sports goods With the brand entering, Lining, Anta and other local brands have also risen vigorously to build an international brand. In this regard, Oyama Ki gave advice, to enter the overseas market to implement the "localization" strategy. As an example, the Taishan base uses sneakers soft hardness as an example. Americans like to wear soft ones, whereas Germans do not. In addition, because Chinese consumers do not have high professional requirements for sports shoes and clothing, most of China's products are not functionally functional, while foreign consumers value the functionality of products. Therefore, Oyama Ki said that China's sporting goods companies still need to work hard.

　　 "Made in China" is of high quality.

20 years ago, South Korea and Japan handed over the status of "world factory" to China. "Made in Korea" and "made in Japan" completed industrial transformation after several twists and turns and embarked on the "high-end, quality and high price" industrial development path. Now, "made in China" is also in the critical period of industrial transformation. Will the focus of world sporting goods manufacturing be transferred to Southeast Asia or South Asia? Oyama Ki's answer is that "made in China" is no longer low cost, excellent manufacturing processes and complete management system are difficult to achieve in Vietnam or Indonesia, so a large number of high quality products will still be produced in China. Made in China The status is hard to shake.