Industry Shuffle Brand Concentration Of Chinese Sporting Goods Enterprises Will Increase

< p > China Sports Products Industry Federation released the white paper on the development of China's sporting goods industry in 2012. In 2012, the movement of domestic sporting goods listed companies < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > and sportswear sales decreased by 29.69% and 19.28% respectively over the previous year.

< /p >

< p > the production of sports shoes and sportswear has become the main body of China's sporting goods industry. Since 2011, domestic sports a target= "_blank" href= "http://www.91se91.com/" has been developed for more than ten years with the annual growth rate of two digits. The clothing "/a", "a target=" _blank "href=", "shoes" > shoes and hats "market", there are signs of achievement peaking, development slows down, stagnation and even retrogression.

Increasing inventory and declining profits have become a common problem faced by domestic sporting goods companies.

< /p >

< p > after the 90s of last century, with the increase of Chinese national income, the demand for sportswear and footwear products of consumers has been greatly improved, and cheap and homemade sports products become the first choice for consumers.

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.

< /p >

< p > 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 at the 2013 China sporting goods industry summit.

< /p >

After P, 2010, with the continuous improvement of the income level, the demand standard of Chinese consumers for sportswear and shoes is 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.

< /p >

< p > industry organizations have indicated that China's sporting goods industry is facing unprecedented crises. However, judging from the development process of foreign sporting goods industry, the emergence of such crises is normal, and it is also beneficial for further benign development of the industry.

< /p >

< p > the Chinese sporting goods market for the successful pformation enterprises will be a bigger world.

According to the statistics of the developed countries in the sports industry, the added value of the sporting goods industry can account for about 5% of the 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.

In the next few years, after the industry shuffle, the brand concentration of Chinese sporting goods enterprises will increase.

< /p >