Sports Goods Companies That Are Behind The Pace Of Change Will Be Eliminated.

The China Sports Products Industry Federation released the white paper on the development of China's sporting goods industry in 2012 this morning. shoes Product sales in 2012, after 2011, showed a year-on-year downward trend. Li Hua, vice chairman of the Federation of China sports goods industry and director of the equipment center of the State Sports General Administration, said that change has become the key to China's sporting goods industry. The domestic sporting goods industry ushered in the development opportunities of "everywhere gold" in the mid and late 90s of last century, but the "feast" which lasted for more than ten years finally came to an end. The industry shuffle has begun. In the next few years, a group of sporting goods enterprises that can not keep pace with the reform will be eliminated.

The "white paper" revealed that in 2012, the sales of sports shoes and sportswear for domestic sporting goods listed companies decreased by 29.69% and 19.28% respectively over the previous year. The production of sports shoes and sportswear has become the main body of China's sporting goods industry. Before 2011, with the rapid development of sports shoes and sportswear production enterprises, the Chinese sporting goods industry has experienced more than ten years' "spring". A domestic sporting goods company chief recalled that the industry was described as "everywhere is gold."

　　 Spring will eventually pass, but it will not be summer.

Since 2011, a cold spell has swept China's sporting goods industry, which has developed over the past decade in the two digit annual growth rate. clothing , Shoes and Hats The market has seen the top signs of performance, slowing, stagnation and even retrogression. As a banner of China's sporting goods industry Li Ning Co, in 2009, its domestic sales exceeded Adidas, ranking second in China. However, since 2010, the company's performance has fallen into a downward path, net profit has continued to decline, to a huge loss of nearly 2 billion yuan in 2012, the company's share price fell from HK $32 in April 2010 to about HK $4.5, or 80%. The fluctuation of Li Ning Co's performance is a microcosm of China's sporting goods industry. A domestic sporting goods company boss admits, "the company's life is hard. In the past year, it was also the first time that the company had a negative growth in sales since its establishment.

Increasing inventory and falling profits are common problems faced by domestic sporting goods companies.

Since the 90s of last century, with the increase of China's national income, the demand for sportswear and footwear products has been greatly improved. The booming market demand has generated a large number of domestic sporting goods enterprises. Only in Jinjiang, Fujian, there are thousands of sports apparel and footwear manufacturers.

Enterprise products are stereotyped, and the marketing means of enterprises are mostly imitation and even "Shanzhai" foreign brands. "A big problem for Chinese sportswear and footwear manufacturers is the homogenization of goods and business models." Lining said today at the 2013 China sporting goods industry summit.

Since 2010, with the continuous improvement of the income level, the standards of Chinese consumers' demand for sportswear and shoes are also improving. The products with good quality and low price can not be enough attractive to consumers. The rapid rise of manufacturing costs is also countering the low price advantage of domestic sports products. In addition, the international sports brand's marketing strategy toward China has gradually changed from high-end to civilian, and the internal and external competitive pressures of China's sporting goods industry are increasing.

If the good quality and cheap price used to be the competitive advantage of Chinese sporting goods, then after the whole industry entered the "cold winter", the core competitiveness of the Chinese sporting goods enterprises has become a consensus.

"Brand building and market segmentation" is the future development strategy set by a Chinese sporting goods business manager.

　 But how to create brand is still a big problem for Chinese sporting goods enterprises.

Sevl, chairman of the Law Committee of the International Sporting Goods Federation, today presented a failed case in which the Chinese sporting goods were advertised in Germany at the China sporting goods industry summit.

Sheffer believes that Chinese sporting goods enterprises should have their own clear positioning in marketing strategy and brand building. "It can not be" follow the big slip ", what products others have, I will have what products, and how others advertise, I will advertise. I should understand why I want to launch such a product and why design such an advertisement. If you have been using other people's way to do your own product, the product of this enterprise will have no competitive means except lowering prices.

China's sporting goods industry is facing unprecedented crisis. However, judging from the development process of foreign sporting goods industry, this crisis is normal, and it is also beneficial for further benign development of the industry.

Li Hua believes that the industry transformation is imminent for Chinese sporting goods enterprises. Successful transformation enterprises will continue to grow and grow, and enterprises that are unable to transform will be eliminated. In the next few years, after the industry shuffle, the brand concentration of Chinese sporting goods enterprises will increase.

The Chinese sporting goods market for the successful transformation enterprises will be a bigger world. According to the statistics of sports industry developed countries, the added value of sporting goods industry can account for about 5% of GDP in a country or region. China's GDP in 2012 was 55 trillion yuan, and the figure of 5% was 2 trillion to 3 trillion. In 2012, the added value of China's sporting goods industry was 193 billion 600 million yuan, accounting for only 0.37% of GDP, and the market development potential is still huge. No wonder a Chinese sporting goods enterprise chief said, "this industry is still everywhere gold, but gold is not on the ground, but under the ground, who can do it and who can dig it."