New Challenges For China'S Sporting Goods Industry Spawn New Strategies

< p > with Zhu Ziqing's "everything is new" to describe the current Chinese < a href= "http://www.91se91.com/news/index_s.asp" > sports market < /a > is appropriate.

With the further deepening of reform, the emerging sports market is emerging, and its growth needs innovative management and soil that can fully provide nutrition.

The sporting goods industry, as an important part of it, has begun to take shape after its initial capital accumulation in the first 10 years.

But in the face of the new situation and new challenges, if we do not rush through difficulties, the result will only be "flowing away in spring".

< /p >

The era of "P", "earning money by squinting eyes" has come to an end. If we want to continue to develop, China's sporting goods industry needs to upgrade and adjust its train of thought to usher in the 2 era of its development.

< /p >

< p > < strong > data behind the surging surge < /strong > < /p >

< p > the white paper on the development of China's sporting goods industry in 2013 was released in Wuhan recently, which counted the development of sports goods industry in the Chinese market last year.

It is gratifying to note that the total output value of sporting goods has exceeded 200 billion yuan mark, and the total strength has been maintained. However, the fact that the industry's growth rate has been below two digits for 3 consecutive years is also thought-provoking.

< /p >

< p > Sports < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and sports a target= "_blank" href= "_blank" > shoes > "," these two categories of sales list of "red man" has no longer seen, sales statistics both decline.

The total sales volume of sportswear in 2013 was 11 billion 862 million yuan, down 23.2% compared with the same period last year. The sports shoes were 11 billion 136 million yuan, down 19.2% compared with the same period last year.

A huge drop in the size of the sporting goods business is a real headache. It can only be stored in the warehouse when the goods are not sold. "Lining" had eaten such a deficit in 2012 and had lost nearly 2 billion yuan.

Other local brands, such as Anta, PEAK and 31st degree, did not survive.

< /p >

< p > naked data is a microcosm of the current development of China's sporting goods industry.

The immaturity of the market and the lack of experience make it difficult for the business to operate. This is precisely due to the deficiency of the industry.

In order to improve the market, the "big shuffle" in the industry is about to begin. The Chinese sporting goods industry, which is full of variation, looks lifeless.

< /p >

< p > < strong > new challenges give rise to new countermeasures < /strong > < /p >

< p > in fact, the major sporting goods manufacturers who have a keen sense of smell have long been aware of the market changes.

In 2013, at the first China Sporting Goods Industry Summit held by the Federation of sports goods industry of China, all the major businesses gathered together and gave a consistent solution to the current situation -- go stocktaking.

Lining, Anta and other companies have held a special sale, while expanding the network sales channels, processing product backlog, and even packaged goods shipped to Africa, only "Lining" company closed in the past year, the number of stores has reached more than 1800.

This kind of "broken arm survival" has achieved certain results in the initial stage, but there are also professionals who say that this way of "headache and pain" is not effective.

< /p >

< p > Anta chairman Ding Shizhong and Lining are also aware of the long road ahead. The problem can be solved not only by "de Stocking".

Zhang Qing, a sports marketing expert, believes that before the sporting goods industry has a low threshold, everyone can come in and share the same product. Producing the same products has led to a serious "homogenization" in the industry. But today's consumers obviously have higher requirements for products. "Innovation" has become a barrier for businesses to break through.

< /p >

< p > in addition to the "innovation" hard nut to crack, Chinese local enterprises have to deal with international brands such as Nike and Adidas.

Ding Shizhong believes that "scale competition" has become a set trend, and local businesses should consider the new market strategy.

Zhang Qing said: "in the future, maybe two or three big sporting goods dealers are laughing at the river, and they will not be eliminated if they fail to stand the test."

< /p >

< p > < strong > market development calls for "hero" < /strong > /p >

The data in < p > white paper reveal a new problem while also pointing out a new direction for the development of the industry.

Although the market for sportswear, sports shoes and sports equipment has been saturated, the growth of outdoor products is catching the eye.

Last year, its sales volume was 9 billion 680 million yuan, or even 30.99%.

This change is exactly a "self help outdoor tourism" craze that fits the current society.

"Outdoor products", which has not yet been reclaimed, needs a dedicated business to stop and consider how to seize business opportunities and dig for the first pot of gold for itself.

< /p >

< p > furthermore, with the development of the national fitness program, more and more residents begin to pay attention to their health and are willing to spend money on sports and recreation in professional sports venues. However, the stadium resources for the public are scarce. This is not common in such cities as northern Guangdong and Guangzhou. How to develop the market potential is also a difficult problem for major sporting goods businesses to solve.

< /p >

< p > however, Yao Jingyuan, a special researcher of the State Council Counselor's office, thinks that China's urbanization is only 35%, but it has become the third largest sporting goods consumer in the world.

Even if enterprises encounter bottlenecks, the dilemma is temporary.

As long as they can smooth pition, the future development space is immeasurable.

< /p >

< p > it can be seen that < a href= "http://www.91se91.com/news/index_f.asp" > China sports /a > supplies market needs "bold and cautious" manufacturers, who need not only to rush ahead, to open up the market, but also to "keep their heads up" and cultivate their own soft power and competitiveness, because the future sports market is waiting for such an all powerful hero.

< /p >