2014 Sporting Goods Industry Presents Three Major Trends. Industry Recovery Signs Show.

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< p > recently, the 2014 China Sporting Goods Industry Summit Forum was held in Wuhan.

At the meeting, the State Sports General Administration, "a href=" http://sjfzxm.com/news/index_s.asp "> sports equipment < /a > director of equipment center, and vice chairman and Secretary General of China Sports Goods Industry Federation, Li Hua released the above figures when he released the white paper on the development of China's sporting goods industry in 2013.

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< p > Li Hua said that over the past few years, the sporting goods industry has been developing at a low speed.

After active efforts, the industry has shown signs of recovery.

In the future, innovation will become the only way for sustainable development of sporting goods industry.

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< p > < strong > industry presents three trends: < /strong > /p >

< p > Li Hua said that there are three developing trends in the current industry: < a href= "http://sjfzxm.com/news/index_s.asp" > sports goods < /a >.

First, the overall scale of the industry continues to expand, but the driving force of core growth needs to be reshaped.

The value added of China's sporting goods industry exceeded 200 billion yuan for the first time in 2013, and the industrial scale reached a new height.

But since 2011, output growth has always been at the single digit level, and the problem of rapid increase in costs, bottlenecks in growth mode and increasing inventory pressure has become a constraint factor.

The existing growth path that once supported the "golden ten years" of China's sporting goods industry has been unable to promote the leaping development of the industry.

Starting from innovation, re constructing core competitiveness is bound to become a key proposition for all sectors of the industry to solve in the coming period.

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< p > two is the industry as a whole is still in the process of adjustment, and the trend of recovery is beginning to show.

Over the past few years, the overestimation of market demand and the slowdown in macroeconomic growth and other factors have led to the slowdown in China's sporting goods industry.

After active adjustment, the industry as a whole has shown some signs of warming, the results of the order rebounded significantly, the pformation of enterprises is obvious, re-examine the product positioning, seek differentiated competition; the international economic situation is recovering well; sports goods listed companies recently improved significantly.

Although the depth adjustment process will continue for a period of time, all sides will take the initiative to innovate and respond positively.

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< p > three, the intensity of industry reshuffling will continue to increase, and the concentration will be further improved.

In the process of developing from the adjustment stage to the recovery stage, we can expect that there will be a major pattern adjustment of resources integration and innovation development in the sporting goods industry.

By making positive strategic adjustments in the market orientation, product structure, marketing mode, and so on, reshaping the core competitiveness of the brand will form a number of industry leading brands that won the market share and even have international influence, leading the Chinese sporting goods industry to enter a new stage of development.

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< p > < strong > outdoor performance is still strong. < /strong > < /p >

Less than P, it is worth noting that outdoor clothing consumption is outstanding compared with clothing, shoes and equipment.

The white paper on the development of China's sporting goods industry in 2013 shows that in 2013, China's outdoor products market still maintained a certain rate of growth, and the shipment volume of the industry was 9 billion 680 million yuan, an increase of 30.99% over the same period last year.

Among them, the domestic brand performance is excellent, shipments continue to exceed foreign brands, domestic outdoor goods brand shipment volume is 5 billion 20 million yuan, an increase of 34.22% over the same period; the foreign outdoor products brand shipment volume was 4 billion 660 million yuan, an increase of 27.67% over the same period last year.

The rise of the national brand has brought a new pattern to our outdoor products market.

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On the whole, the outdoor products market is in the golden period. The new consumers are constantly joining in, and the consumption depth continues to improve. Consumers have a composite feature, and the overall market scale will increase at a high speed. P

There will be three new trends in the outdoor products market: first, the development of outdoor products industry will become increasingly mature, and a good consumer base will take shape; two, local outdoor brands will speed up the layout of the two or three line market, pay more attention to the promotion of soft power; three, outdoor products will develop to the whole channel mode, and the field of electric business will become the key direction.

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"P > < strong > innovation is the only way for the development of industry < /strong > < /p >

< p > Zhao Ping, deputy director of the Consumer Economics Research Institute of the Ministry of Commerce, pointed out at the forum that although the reshuffle and adjustment of the sporting goods industry is coming to an end, and has begun to show a gradual recovery trend, this recovery is more of the recovery of well-known brands and leading enterprises. The two or three line brand is still looking forward to the arrival of spring.

"Sports consumption in China is still at an early stage."

Zhao Ping said that in sports consumption, the proportion of commodity consumption is as high as 80%, while sports service consumption accounts for only about 10%, less than 20%.

If consumers do not participate in physical exercise after buying sports clothing, consumers will not have follow-up consumption.

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< p > to this, Li Hua said that innovation will become the only way for China's sporting goods industry to achieve sustainable development.

The key task in the current adjustment period is to solve the deep-seated contradictions accumulated in the past.

The key lies in innovation, whether macro level policy innovation, system innovation, meso level management and operation mode innovation, < a href= "http://sjfzxm.com/news/index_s.asp" > brand innovation < /a >, or micro level technological innovation and marketing innovation, any initiatives aimed at breaking through the existing development mode need innovation driven.

Practitioners in the sporting goods industry must open their doors of imagination and explore their own path of innovation and development.

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