Shoe Capital Jinjiang Moves Towards Sports Industry City

The Olympic Games in Beijing not only bring infinite business opportunities to China, but also bring Olympic spirit and culture.

A few days ago, during the Tenth China (Jinjiang) International Shoe Fair hosted by the Fujian provincial government, the China Council for the promotion of international trade and the Federation of light industries of China, the China Industrial Daily reporter deeply felt the Jinjiang sporting goods industry, which started from tourism shoes, and vigorously developed the sports industry through the Olympic Games in Beijing, making Jinjiang the city of China's sports industry.

The Olympics brought Jinjiang and sports closely together, and people could not forget the day of July 13, 2001. The former Olympic Committee Chairman Samaranch announced to the world that China Beijing won the right to host the 2008 Olympic Games.

Since then, Jinjiang has been more closely associated with sports.

In 2003, the Chinese badminton team training base was settled in Jinjiang. Then, Anta, XTEP, 361 degrees, Lu You, MEK, mingle, Philharmonic and other Jinjiang enterprises sponsored CBA, WCBA, the National Men's Volleyball League, women's Volleyball League, Table Tennis Super League, extreme sports elite, Trampoline Championship and other national sports events, and carried out fruitful cooperation with the national badminton team, gymnastics team, weightlifting team, volleyball team and women's hockey team.

According to preliminary statistics, in recent three years, Jinjiang has put 4 billion 591 million advertisements in the media such as CCTV sports channel, sponsoring sports events 890 million yuan, sponsoring the national sports team 131 million yuan, employing 31 sports stars as the spokesperson of the corporate image, holding 12 International Invitational matches, and 439 National and provincial competitions.

In the course of alliance with sports, Jinjiang's enterprises have emerged 79 well-known trademarks, 24 famous brand products, 2 famous brand products, 88 national inspection free products, 14 regional brands, 37 of which are state-level brands of sports industry, and the total number of brands is the highest in the country (city).

In a sense, Jinjiang is in the hall of "China's brand capital" with the charm and spirit of sports.

As the pace of Beijing Olympic Games is getting closer and closer, Jinjiang enterprises aim at the one hundred years' great event, take the Olympic Games as the platform, enhance the visibility and reputation of the enterprises, strengthen and expand the enterprises, and realize the new leap of the industry.

When the Beijing Olympic Games entered the countdown 1st Anniversary hours in August 8, 2007, Anta launched the Olympic Games plan, and produced an Olympic Series advertisement that cost tens of millions of yuan and nearly 20 national athletes took part in the Olympic Games to convey the spirit of "never stopping".

"XTEP" won the exclusive title of the Olympic final live patch placement advertising and the courier delivery with a huge sum of 110 million yuan.

Hongxing Erke, Lu You, Kang Tai, Meck, mingle and other Jinjiang sports brand enterprises have also sponsored Olympic teams such as North Korea, Belarus, Tajikistan and Lithuania, as well as Chinese hockey, weightlifting and other sports teams.

The clothing brand enterprise vigorously drives 89 million 440 thousand yuan, the seven wolves to 17 million 780 thousand yuan, respectively wins the CCTV Olympic Games channel gold resources advertisement.

There are also some other enterprises to take a new way to catch the Olympic marketing express.

As the general manager of XTEP Ding said, "hosting the Olympic Games in Beijing is a golden opportunity for Chinese sporting goods enterprises. It is a very good time to rapidly enhance the visibility and brand reputation of the enterprises.

Therefore, the company decided to invest 200 million yuan as a marketing advertising expense for Beijing Olympic Games.

But the people of Jinjiang also see pragmatically that compared with the world famous sporting goods enterprises that are always sponsoring the Olympic Games at 1 billion yuan, the output value of most enterprises in Jinjiang is not as good as their sponsorship fees. There is still a long way to go to keep abreast of them.

Ding Shizhong, chairman of the board of directors of Anta, said: "there are only 15 days in a single Olympic Games. What we consider more is what we need to do after the Olympics."

To build sports industry city, opportunities always belong to those who are prepared.

When the Jinjiang municipal Party committee and the municipal government learned that the State Sports General Administration took the opportunity of hosting the Olympic Games in China, it proposed to vigorously develop the sports industry in the "11th Five-Year plan", and tried to select several cities to do experiments to create a national sports industry base, making it a special zone for the development of sports industry in China.

They are keenly aware that this is precisely the opportunity for Jinjiang to implement Scientific Outlook on Development and achieve a new leap forward. It is the right time to promote Jinjiang's industrial upgrading, structural adjustment and upgrading its image.

A report of the Fujian Provincial People's Government on declaring the establishment of a national sports industry base in Jinjiang was reported to the State Sports General Administration.

In December 18, 2007, the State General Administration of sport issued a license for Jinjiang's national sports industry base.

Jinjiang has become the third national sports industry base after Shenzhen and Chengdu. It is also the only county-level city that has been approved to build bases.

Professor Liu Qingzao, a researcher at the China Sports Industry Research Center, made the following analysis: according to the research, when a country solves the problem of food and clothing, its per capita GDP reaches 2500 US dollars, and sports demand will obviously enter into life.

At present, the output value of China's sports industry accounts for only about 0.3% of GDP, while the developed countries have reached 4%~6%. Obviously, there is still much room for development.

This year is the Olympic year. The Olympic Games in Beijing will not only bring us world class feast, but also bring about the prosperity and development of the "Post Olympic" sports industry.

Liu Qingzao believes that Jinjiang has obvious advantages in developing the sports industry, especially the sporting goods manufacturing industry is developed and the whole country is leading. It has gone to Asia and is heading for the world. The beautiful coastline and coastal zone in Jinjiang are the difficult treasure areas for the development of sports industry, which is not available in other regions.

"I firmly believe that, soon, the sports industry will develop rapidly in Jinjiang, where people will enjoy the joy and happiness brought by sports."

Li Jianhui, mayor of Jinjiang, confidently told the China Industrial daily during the shoe Fair: "Jinjiang has a good foundation for the development of sports industry and the construction of sports industry cities."

At present, the per capita GDP of Jinjiang is 6292 dollars, and the per capita income of farmers is RMB 8068 yuan, which is in the active period of sports industry and the growth period of sports consumption.

There are more than 3000 sporting goods manufacturing enterprises in Jinjiang. The sports goods produced include sports shoes, sportswear, sports equipment, etc., with an annual output value of 27 billion 900 million yuan, and products sell well in more than 150 countries and regions.

Among them, sports shoes and tourist shoes account for 40% of the total output of the same kind of shoes in the country, accounting for 20% of the world's total output.

In 2006, the added value of sports industry in Jinjiang was 9 billion 80 million yuan, accounting for GDP18.4%, with 240 thousand employees.

"Building a national sports industry base is the internal demand and inevitable choice for Jinjiang to be a good leader in the construction of Haixi. This road is settled."

Huang Yanyi, director of Jinjiang Sports Bureau, introduced to the China Industrial Daily reporter: Jinjiang people love sports and advocate sports. Jinjiang has a profound mass foundation for developing sports industry.

At present, there are 36 sports associations in the city, and 11 gymnasiums and nearly a thousand basketball courts have been built. The per capita possession of the stadium is far beyond the national average level, and more than 1000 annual mass sports events are held.

In recent years, brand competitions have been running year after year, successfully hosting 12 international competitions and nearly 200 national sports competitions.

According to the 2007 survey, 40% of Jinjiang's urban and rural residents exercise daily, 35.6% of them learn 1~2 fitness methods, 45.2% of them have 1~2 fitness equipment, and sports consumption accounts for 1.8% of their annual income.

Jinjiang has been awarded the title of the National Advanced Sports City, the national mass sports advanced group and the National Wushu town.

Welcome the new development stage of sporting goods, in order to build a national sports industry base, the CPC Jinjiang Municipal Committee and the Jinjiang Municipal People's government put forward the opinions on speeding up the development of sports industry, and put forward specific requirements for scientifically grasping the goals, tasks, basic principles and key points of the development of sports industry.

According to the concept of "opinion", we will strive to build Jinjiang into a global sports equipment manufacturing base with a comparative advantage in the west coast of the Straits and the national strength base of the county's economic and sports industry in the 3~5 years.

At that time, Jinjiang is not only a place where sports goods manufacturing is very developed, but also a brand gathering place. It is also a prosperous place for sports service industry and sports events.

More influential major events at home and abroad will be held in Jinjiang; the 20 kilometers of Jinjiang coastal corridor will be built into a sports theme park; Jinjiang will attract more national teams to come to winter training and training; for outstanding retired athletes to Jinjiang to start their own businesses and start their own business, Jinjiang will introduce 4000 yuan subsidy per month according to the introduction of high-level talents policy; Jinjiang will build 5000 fitness clubs based on 150 thousand sales outlets throughout the country, forming a fitness and entertainment market based on Jinjiang, driving the west coast and the whole country.

The shoe fair, which once made a great contribution to building the Chinese brand, is developing towards the "sports fair".

Li Jianhui, mayor of Jinjiang, said that after more than 20 years of development, Jinjiang has expanded from the original production of sports shoes to the entire sporting goods industry, especially with the national sports industry base settled in Jinjiang, Jinjiang sporting goods ushered in a new stage of development. "Shoes Fair" should consider turning to the display of comprehensive sports series.

The construction of China's sports industry has aroused strong repercussions.

Shi Hansheng, the world famous enterprise in Philippines SM group, always visited the "China Sports City Jinjiang exhibition hall", and said: "we are very optimistic about the development prospects of Jinjiang coastal sports and leisure industry. We will organize a special team to study the feasibility of investing in Jinjiang sports industry, and intervene in Jinjiang sports industry development from the retail terminal and coastal sports."

In 2007, Jinjiang dragon company invited the research and development base of the National Sports Research Institute of the State Administration to the company.

Shi Nenghui, a general manager of xunxing group, believes that the national sports industry base has brought unprecedented opportunities to Jinjiang. They will invest in an international basketball training school on the basis of the existing basketball club of xunxing and invite international first-rate basketball coaches to come to teach and train basketball talents.

Zhou Shaoxiong, chairman of the seven wolves company, believes that the national sports industry base in Jinjiang will bring more investment opportunities for the third industry, and enterprises will have a strong interest in participating in sports holiday village construction.

Ding Shizhong, chairman of Anta's board of directors, said that ten years later, people brought up sporting goods to think of Jinjiang, just like people who mention perfume and think of France.