China's Sporting Goods Industry: Entering The Adjustment Period After The Downturn

After the golden development period of an average growth rate of more than 30% in previous years, China Sports clothing brand Has entered the adjustment period. Insiders revealed that in the past year, the development of the industry was in a doldrums, and the sales of individual brands even had a negative growth of 50%. From Lining, Anta, PEAK and other brand enterprises, the news shows that the growth rate of the industry has obviously slowed down, and the stock has also increased. On the contrary, the two international brands of Nike and Adidas are doing business in China. In the past two years, the two have adjusted their own development strategies, constantly sinking to the two or three tier cities, and launched fierce market competition with domestic brands. A report shows that the brand loyalty of domestic consumers is low, especially in the two or three tier cities. With the brand marketing of Nike and Adidas, all kinds of low-priced products have been launched, and the impact on domestic brands has been increasing. Some executives pointed out that this has become the biggest challenge they have faced in this industry for many years.

Ma Jilong, director of the sports equipment and equipment center of the State Sports General Administration, pointed out that the main reason for the current stagnation of the sporting goods industry is that the rapid development in the past few years is a compensation for the industry's congenital deficiency, but now there are excessive signs of compensation. "Just like a person needs nutrition, but after making up, there will be side effects." This growth has made a difference in making up for the original shortage, resulting in the phenomenon of enterprises closing stores since 2010. According to my data, in 2011, some enterprises closed more than 1000 stores. Another reason is that the number of terminal inventory is too large, and enterprises compete in the process of destocking, which leads to the overall depression of the market.

The 2012 London Olympic Games will be held soon. China sporting goods industry Is there a turning point? Ma Jilong gave a negative answer. He pointed out that although the London Olympic Games can play a positive role in improving the enthusiasm and attention of popular sports, the Olympic Games are more stimulating the local economic development, and the pulling effect on the sports industry in other countries is not so obvious.

In the past two years, the development of China's sporting goods industry has slowed down, but it does not mean that the industry has hit the ceiling. Ma Jilong thinks, from now on, the industry adjustment may last for two or three years. If the international market does not turn around, it may take longer. But three or four years later, some brands will have a qualitative leap. They will become a national brand from a regional brand and then become an international brand. As time goes on, China will also have a proud brand of international sports. At present, there are more than 20000 sporting goods manufacturing enterprises in China. These enterprises mainly rely on production and processing, but quite a number of enterprises have begun to launch their own brands. Only enterprises with good technology, strong strength and competitive market can survive. This requires enterprises to continuously improve their R & D capabilities, strengthen product innovation and adopt new ones. Brand marketing strategy 。