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Sporting Goods Entered A Period Of Adjustment. Confidence Is More Important Than Gold.

2013/6/4 18:58:00 24

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to promote the progress of China's sporting goods industry and promote the sustainable development of China's sporting goods industry, recently, the first China sporting goods summit held by the Federation of sports goods industry of China was held in Beijing. The theme of this forum is "condensing the strength of the industry and exploring the road of change". We invite industry management leaders, well-known business representatives, senior industry experts, experts and scholars to participate in this forum. Through the keynote speech, summit dialogue and thematic sub forum, the paper analyzes the challenges and opportunities facing China's sporting goods industry, and explores the way for the development of China's sporting goods industry. 
 the most striking part of the whole forum is the summit dialogue. In the dialogue, Ding Shizhong, President of Anta (China) Limited, Lining, chairman of Lining (China) Sporting Goods Co., Ltd., Ding Shuibo, President of XTEP (China) Limited, chairman Bian Zhi Liang, chairman of Taishan Sports Industry Group Co., Ltd. and Mr. Zhang Jiahua, the five chairman of Shenzhen Hao family industrial limited company, came out to discuss the development prospect of the sports industry and the problems currently facing. 
 after years of rapid development, sporting goods entered the adjustment period. 
 adjustment: .
 confidence is more important than gold 
In the ten years after P, 2000, with the development of China's economy, the income of urban residents increased, which brought space for the development of sports goods market. Lining feels that the industry has given him the opportunity to say that now the world economy is adjusting, China's economy is adjusting, and the sporting goods industry is also facing adjustment. "This adjustment may be very stressful for us, and it is also a great opportunity." Lining said. 
 although Anta has experienced the first negative growth since its establishment last year, Ding Shizhong believes that this is not necessarily a bad thing in the whole law of economic development. "The adjustment of this stage is also the adjustment of business mode, and it is also the direction for domestic brands to think and summarize. I told the team that gold is still everywhere, but now that gold is underground, there is a level to come out. 
 Ding Shuibo also believes that there is still a lot of room for sporting goods industry. "This industry has no oligopoly in China at present, and there is no so-called monopoly. With the development of urbanization and popularization of the national movement, the space of the industry has further expanded. " Ding Shuibo said, "sporting goods have grown rapidly over the past decade, and some adjustment is quite normal. Because the industry is like a person's body, in the process of development will inevitably be sick. The industry needs to be adjusted, but through this adjustment, I feel like an individual has increased immunity after being ill, and the industry concentration is even higher. "
 "China's GDP growth has reached 55 trillion, and the capacity of such a huge GDP is enormous. In the future, the demand of consumers is mainly in sports, sports and fitness areas will invest more and more. Our market is large and growing, and demand is great. " Zhang Jiahua told you. 
 predicament: .
 homogenization, seeking difference 
 precisely because the arrival of the adjustment period is inevitable in the course of the development of the industry, so in the face of all kinds of difficulties, the giants are also more leisurely. In the eyes of giants, China's sporting goods industry is a process of rapid growth from scratch. The growth process is extensive, and the next thing to do is branding and market competition. 
 "every consumer has brand appeal and personalized demand. If we do not grasp the positioning of the brand in the market, it will be difficult to meet the needs of consumers and thus become a foothold in the market competition." Zhang Jiahua hit the nail on the head. 
 in the forum, Lining said that at present the company is facing the overall adjustment, the enterprise adjusts according to own gene and the market opportunity. He said: "peer pressure is homogenization, which means that the whole enterprise management mode is homogeneous. The future adjustment needs to be solved by making every enterprise develop according to its own genes and market demands. With the development of sports goods consumption, demand has begun to change, so the so-called subdivision demand has begun to emerge, which will bring more opportunities to the sporting goods industry. 
 Ding Shuibo took XTEP brand marketing strategy differentiation to share with you: "we are sporting goods industry, but we do not necessarily win the championship, not necessarily for the gold medal to go to sports, we advocate more and more people, more people to participate in sports. For example, XTEP has been running, running marathons, sponsoring marathons, marathon marathon and marathon carnival. When it comes to basketball, we must think of Nike and soccer in the United States and think of Adidas. We hope to talk about running to think of XTEP in China. 
Less than P, it is worth mentioning that we all mentioned the importance of creating national brands to suit Chinese people and even let independent intellectual property rights products and technologies go from China to the world. 
 Ding Shizhong said that the biggest problem at present is to let the Chinese brands go out. But the domestic brands are very young now and need to be precipitated. From the past not to accept, and then to the international arena, we must be confident. 
 Prospect: .
 Baotuan development and upgrading industry scale /p >
 in the face of the current situation of the overall industry downturn, the five giants of the Chinese sporting goods industry, dubbed "east evil, West poison, South emperor, North beggar and Chinese magic power", have also given their own opinions and opinions about Baotuan heating and helping each other. 
 "the scale of our domestic enterprises is too small and too small. A few big brands add up to the whole scale. In fact, there is no Nike 1/10 yet. All the players in the NBA team, we have to sign a very hard job, if we want to compete with Nike's global super predators, we will not compete with them. Under such circumstances, we must embrace competition. First of all, we must keep the market of 1 billion 300 million domestic population. If an enterprise does it alone, it may not be a big business. " Ding Shizhong said. 
 Ding Shuibo said frankly that in terms of resources, there must be competition among major sporting goods companies, but they must promote each other in healthy competition. "Their respective market share determines that this is not an oligopoly industry, and many can communicate with each other. I believe that this industry can develop more healthily through Baotuan. " 
 Lining also believes that the industry needs everyone to contribute. "It is very important to create some information or skills or ideas that can be shared through the efforts of their respective businesses. As for the market, because the biggest value of the market economy is free competition, competition is inevitable. When we compete, we need to respect each other and participate in competition with mutual respect. This should be the consensus of the industry. Lining said.