How Far Is China's Sports Brand From The Top International Brands?

< p > no matter product quality, technology content or design concept, some domestic sports brands can match the world famous brand.

But the short history of the brand and the weak value of the brand are still short boards made in China.

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< p > this May, whether it is Snooker World Championships, table tennis world championships or the American professional basketball playoffs, we can see the Chinese sports brand in too many top international sports events.

Buyers who saw the brand on TV that night will meet at the fair venue tomorrow.

People can not help asking, how far is the Chinese sports brand from the top international brands? < /p >

< p > strong > equal strength < /strong > < /p >

< p > although Ding Junhui was eliminated in the Snooker World Championships, the star of Chinese billiard product manufacturer remained on the stage.

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At P, Liu Zhenfeng stood before a poster with a snooker star and just sent away an old customer from the Middle East.

He is the head of the star billiard import and export department. This is the fourteenth year he has worked in this company.

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< p > Liu Zhenfeng told the International Business Daily: "we can say for sure that we are the boss of the snooker billiard table industry all over the world."

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The "P" star billiard and the World Snooker Association signed the world table tennis special table contract for 5 years, which, to a certain extent, explained the international influence of star cards.

At present, in the field of billiard table, only the United States "Brunswick" is regarded as the main international competitor by star card.

Liu Zhenfeng said: "this has benefited from star brand's long-term emphasis on brand promotion. From 10 years ago, we promoted our brand through the top international snooker events, and invested a lot in it."

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< p > the Guangzhou Pisces, which is devoted to the production of table tennis products, seems to have more influence.

"The standard of table tennis and ball used by the International Table Tennis Federation is based on our two products."

Ni Huajin, deputy general manager of Guangzhou Pisces sporting goods Group Co., Ltd., said that the top Chinese table tennis tournament, including the world championships, is unquestionably the first choice for athletes and athletes.

In addition, in the field of badminton, some of the products of internationally famous brands are processed by us. Therefore, the quality of our products is the same as the quality of Yonex products. "

Ni Huajin said.

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< p > there is also PEAK on the Canton Fair.

"Since 2005, we have participated in more than ten sessions of the Canton Fair. International professional buyers have gradually recognized the brand of PEAK through the platform of Canton Fair."

Wu Guanqun, sales manager of Fujian Quanzhou international business department, told reporters, "from the perspective of product quality, technology content and design concept, we can completely compare with European and American brands". Wu Guanqun,

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< p > < strong > brand value is less than < /strong > < /p >.

< p > Wu Guanqun and "but".

"However, judging from the value of brand history and brand itself, we still have a gap with the top of the world."

Wu Guanqun said.

Adidas was founded in 1949. Nike was founded in 1972. Its influence in the European and American markets is deep-rooted.

The long history and deep influence of brands mean that consumers have accepted their brand culture from childhood, and it is very difficult to shake them up.

Moreover, China's sports brand itself is also facing difficulties.

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One of the reasons for "P" is that some foreign consumers are biased against Chinese brands.

"This is the impression that products are left to others in our history and some western media do not report objectively.

There are still some buyers who believe that the Chinese sports "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "is the pronoun of low quality.

Wu Guanqun told the International Commercial Daily reporter that a group of Chinese sports companies such as PEAK are changing their ideas through their products.

But this process takes a long time.

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< p > another reason is the vicious circle caused by intense domestic competition.

Wu Guanqun said: "the fierce competition in the domestic market is not only the pressure of international brands, but also the competition among domestic counterparts."

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Ni Huajin also shared the same feeling: "low price competition still exists, which makes the marketing costs of enterprises continue to rise, and the profit margins have been constantly compressed, which can not further expand investment in brands, forming a vicious circle." P

Take a tube of badminton as an example: double fish has its own badminton brand, and the gross profit margin of the golden broom is around 10%, and the pure interest rate of Yonex badminton products produced by Pisces is also over 30%.

The added value of brand is not enough to "cash back", which is the biggest predicament facing Pisces.

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< p > according to Liu Zhenfeng, the average profit rate of star snooker billiard table is 30%~40%, the added value of brand is higher, and the days are much better.

"At this Canton Fair, our actual deal and intent to deal are quite a few."

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