The Pace Of Integration In Sports Industry Is Speeding Up.

"Every year there will be new brands and new enterprises in the Expo. Under the dual background of opportunities and challenges, the 2009 (twenty-fourth) sports Expo will undoubtedly become the focus of China's sporting goods industry."

In December 18th, at the 2009 (twenty-fourth) sports meeting, Ma Jilong, director of the National Sports Bureau's equipment center, told the China economic news reporter that "when the impact of the global economic crisis on China's sports industry is gradually emerging, China's sporting goods industry has accelerated the pace of integration."

At present, the domestic sporting goods consumer market is becoming a strategic place for domestic and foreign brands to compete for.

Lian Qiuli, deputy director of the National Sports Bureau equipment center, said that after the early entry of international brands such as Nike and Adidas and great success, many international two or three line brands also focused on the Chinese market.

According to the relevant departments, the sports consumption of China will exceed 80 billion yuan in 2008 under the stimulation of the Beijing Olympic Games and the national fitness craze.

However, as the financial crisis originating in the United States gradually spread to the whole world, the adverse effects on China's sporting goods industry are gradually emerging.

According to the latest statistics from Guangzhou customs, Guangdong exported 1 billion 630 million pairs of footwear products in the first half of this year, down 15.8% from the same period last year.

In Zhejiang and Fujian, where sporting goods are concentrated, sports goods enterprises are also facing the unfavorable situation of shrinking exports.

In the face of the above situation, China's sporting goods industry has accelerated the pace of integration.

Ma Jilong told reporters that in the current situation, a number of powerful export oriented enterprises will turn to the domestic market, strengthen brand and channel construction, and join the competition in the domestic market.

More small and medium-sized enterprises from foreign orders, instead of domestic brand enterprises OEM production, horizontal extension of brand processing chain, the intensity of the industry will be greatly strengthened, and a considerable number of enterprises are facing the closure and closure.

He believes that in the face of industry integration, enterprises should seize the opportunity and take the lead in industry adjustment and market competition.

Sports goods market competition tends to compete between brands and channels. Whoever owns high-end brands will have market appeal. Whoever has strong channels will have market control power.

In fact, the Chinese sporting goods industry has already launched a fierce competition in brand and channel.

Recently, Anta sports announced the sale of all frontline interests and accounts receivable in Shanghai, with a total price of 187 million 400 thousand yuan, which will be used as general working capital.

The Shanghai forward line and its Affiliated Companies are established for management group's international brand retail business.

"We have just sold the brand of former agents such as Adidas and sold it to an enterprise in Jiangsu because we need to concentrate more on our own brand and channel."

Anta brand director Xu Yang told reporters.

At the same time, many agents also saw the retail space of the future sporting goods market, and accelerated the pace of integration.

Earlier, agents had been integrated: Shenzhen Long Hao, Zhejiang sharp, Sichuan strong wave and so on jointly organized the "lead sports". After integration, the sports led not only had the geographical advantages, but also the annual sales growth.

Ma Jilong believes that at present, there is still a big gap between China's sporting goods in terms of standards, technology, quality, cost, scale efficiency and management concept. Compared with foreign countries, the market price of China's production materials is higher than that of the international market. In addition, China's sporting goods industry starts late, the battalion's scale is scattered, the market experience is insufficient, and there has not really formed a large number of national brands that can withstand the test of the market.

Yang Jing: editor in charge