After The Expo, The Beginning Of The National And International Sports Brand'S Secret War.

The continuous growth of China's domestic demand market has led to the rapid development of sports industry.

At present, China is not only the whole

The most important production base has also become the world's second largest consumer market for sports goods after the United States.

In this market, the competition between national brand and international brand has already formed and will become more and more intense. This will inevitably cause the industry to shuffle. The development of e-commerce and the realization of intellectualization will be the key to enhance the core competitiveness of enterprises in the future.

If the exuberant growth of China's domestic demand market led to the blowout growth of the industry a few years ago, then the Chinese people's increasing attention to sports and health and the persistent pursuit of sports spirit are also constantly igniting the burning points of China's sporting goods consumption market.

China's sports industry is developing rapidly, and even the industry has asserted that the sports industry will become a new economic growth point.

At the thirtieth China International Sporting Goods Fair held in Beijing on 17~20 May, Ma Jilong, director of the sports equipment and equipment center of the State Sports General Administration, officially released the 2010~2011 development report on China's sporting goods industry for the first time.

The report points out that the sporting goods industry as a sport industry has the largest proportion, the highest openness and the highest degree of competition, and has maintained rapid development in recent years.

2006~2011, China's sporting goods industry (sportswear,

The value added of sports equipment and related sports products has expanded year by year, with an average annual compound growth rate of 17.63%. The cumulative value is expected to reach 176 billion yuan in 2011, accounting for more than 80% of the sports industry.

China has also become the world's second largest sporting goods consumer market after the US.

Wei Shan, chairman of the World Sporting Goods Federation, is also optimistic about China's sports market.

Speaking at the opening ceremony of the current sports Expo, he said that with the development of China's economy and consumers' more participation in sports, China has become the most important production base for sports shoes, sportswear and sports equipment.

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 that has a major impact on the sporting goods retail industry.

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Huge market potential

At the current sports Expo, reporters found that the exhibition scene was unusually hot, highlighting the vigorous vitality of the sporting goods industry.

It is understood that nearly 1200 enterprises and brands participated in the exhibition, with an exhibition area of nearly 110 thousand square meters. More than 100 thousand professional spectators and sports enthusiasts were present, and more than 2000 overseas buyers from more than 40 countries and regions attended the meeting.

In response, Ma Jilong said in an interview with reporters that the proportion of China's sports industry in GDP is increasing year by year, reaching 0.58% in 2011.

At the same time, the proportion of sporting goods industry in sports industry is also rising, and the increase has reached 80%~85% during 2008~2011.

Ma Jilong pointed out that from the perspective of the growth rate of development, the sports equipment industry is higher than the sports shoes and clothing industry.

In 2010, the report counted 8 sporting goods listed companies, and the total sales income of sportswear was 16 billion 146 million yuan, an increase of 25.89% over the same period last year. The sales income of sports shoes reached 13 billion 198 million yuan, up 14.90% from the same period last year.

The sports equipment industry above Designated Size Enterprises in 2010 achieved sales revenue of 83 billion 42 million yuan, an increase of 28.54% over the same period last year.

The report shows that China's sporting goods industry has gradually increased its market concentration.

The main sports brands in China occupy most of the market share of the domestic sporting goods market, which will further squeeze the living space of small enterprises.

At the same time, the effect of industrial cluster is obvious.

From the point of view of output, China's sporting goods industry clusters are mainly concentrated in 6 provinces (cities) of Guangdong, Fujian, Jiangsu, Zhejiang, Beijing and Shanghai, and their concentration exceeds 85%.

In addition, sporting goods exports are mainly sports equipment and trade surplus is relatively large.

In 2011, the total import and export volume of China's sporting goods industry reached US $16 billion 591 million, achieving a trade surplus of US $15 billion 240 million.

Among them, the proportion of sports equipment exports accounted for 48.87% of total exports, and the proportion of other related sports products accounted for 67.97% of total imports.

Ma Jilong also talked about the future development of China's sporting goods industry as five major trends: first, gradually rising trade protectionism will further affect the development of the industry; two, the industry is intensifying competition, facing two shuffle; three is the emerging market scramble for escalation; four is sports goods enterprises to force e-commerce; five is the realization of intelligent sports products.

After decades of development, a number of national brands have emerged in China's sporting goods industry. They focus not only on product research and development, but also on the cultivation of culture, and gradually get recognition from the Chinese people. At the same time, they go abroad to compete with world brands.

In the past, the main functions of the sports Expo were economic and trade negotiations. In recent years, enterprises have paid more attention to the display of brand image.

Ma Jilong said: "after 20 or 30 years of development, the sports fair has become one of the largest and most influential sporting goods exhibitions in the world. It has become an important window for China's sporting goods companies to cultivate brands, expand exports and enter the international market. It has become an important platform for overseas brands to expand their international markets and seek partners.

China's sporting goods have occupied over 60% of the world's sporting goods market share.

However, China's sports industry is also facing unprecedented challenges.

According to the report, the development rate of sporting goods industry slowed down in 2011.

During the "11th Five-Year" period, the average growth rate of domestic sporting goods brand stores was about 10%, while the sales growth rate was about 20%.

However, judging from the performance of listed companies of the major sports brand companies in 2011, the growth rate of the industry gradually slowed down due to high inventory, rising cost and net profit decline.

Under the background of overall slowdown in industry growth, brand competition has intensified.

In the face of crisis, national brands are also trying to find their way to break through.

After 85 years of history, Shanghai Huili, after experiencing turbulence such as shutting down production, closing down and restructuring, has constantly adjusted its product positioning to "fashion movement", which has won many consumers' welcome and made the "old brand" shine again.

Gui Chenggang, Secretary of the Party committee of the company, said in an interview with our reporter that in the downturn, the strategy of adjusting the strategy and product structure in time and changing the marketing mode and way of promotion were timely adjusted.

Sales in 2011 amounted to 300 million yuan, an increase of 50% over 2010.

As the originator of the Chinese sports shoes, Huili has been designated as the professional shoe used by the former national basketball team, volleyball, table tennis and other competitions, which makes the back shoes deep into the hearts of consumers.

Nowadays, many national brands are also promoting their brand appeal in the world by sponsoring Olympic Games and other major sports events.

At the current sports Expo, Anta, the partner of the Chinese Olympic Committee, debuted for the London Olympic Games Chinese delegation's elaborate award dress "champion dragon suit" and invited the Diving Queen Guo Jingjing to help, attracting many audiences' attention.

Xu Yang, general manager of Anta brand, said in an interview with our reporter that the company not only creates sports equipment for the Chinese athletes who are fighting for the London Olympics, but also will cooperate with many international and domestic first-class enterprises with the help of the Olympic platform.

He also said that in the past 4 years, Anta has insisted on becoming a popular brand of professional sports and gradually becoming a first-class enterprise in China.

This year will be the year of Anta's total outbreak. We hope to establish Anta's leading position in the industry through the London Olympic Games.

As a big brother in the table tennis circles, red double happiness has been in the three session of the Olympic Games successfully.

What is noteworthy is that since 2006, red double happiness has extended its tentacles to badminton and has become a supplier of some equipment for badminton competitions in the Olympic Games.

In the interview with our reporter, Guan Ya Song, marketing manager of red double happiness company, said that in the 2008 Olympic Games, the exclusive service of red double happiness was won by the Olympic Committee.

However, the proportion of badminton business is not large, just 1/4 of table tennis business, but it grows at 30%~40% speed every year, and pays more attention to the popularity of the mass market.

There is a silent battle between the major national brands, which can be sniffed out from the tense competition atmosphere of this Expo.