Fujian'S Sporting Goods Exports Grew Year-On-Year In 1-5 2014

< p > according to customs statistics, in the 1-5 month of this year, < a href= "http:// www.91se91.com/news/index_p.asp" > Fujian < /a > province exported sporting goods and equipment (hereinafter referred to as "sporting goods") 4 billion 340 million yuan, an increase of 3.7% over the same period last year (the same below).

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< p > < strong > 1, 1-5 months of this year, the main characteristics of sporting goods export in Fujian province < /strong > < /p >

< p > (1) the export value of the peak season is high.

Fujian sporting goods exports show a cyclical trend. Exports rise every month in the second half of the year into the peak season.

Exports hit a record high of 1 billion 190 million yuan in January this year, bringing the peak of the peak season from the second half of 2013 to a peak.

Exports in May were 680 million yuan, down 0.06% compared to the same period last year, and the ratio fell by 27.3%.

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< p > (two) general trade exports dominate.

In 1-5 months, Fujian exported 1 billion 880 million yuan of sporting goods in general trade mode, an increase of 8.9%, accounting for 43.3% of Fujian's a href= "http://www.91se91.com/news/index_c.asp" > sports goods < /a > export value (the same below) in the same period.

Over the same period, the export volume of processing trade was 1 billion 250 million yuan, an increase of 2.4%, accounting for 28.8%, and the export of 1 billion 220 million yuan in customs special supervision area decreased by 2.2%, accounting for 28.1%.

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< p > (three) foreign investment enterprises accounted for more than 7 of the total export volume.

In 1-5 months, foreign investment enterprises in Fujian province exported 3 billion 70 million yuan of sporting goods, down 2.2%, accounting for 70.7%.

Over the same period, private enterprises exported 920 million yuan, an increase of 15.7%, accounting for 21.2%, and state-owned enterprises exported 350 million yuan, an increase of 41.2%.

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< p > (four) is mainly exported to the United States and the European Union.

In 1-5 months, Fujian exported 1 billion 910 million yuan of sporting goods to the United States, a decrease of 1.7%, accounting for 44%, and exports to the European Union 960 million yuan, an increase of 15.5%, accounting for 22.1%.

In addition, Japan exported 220 million yuan, down 2.8%, exports to Canada 200 million yuan, an increase of 9%.

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< p > > strong > two, the main economic recovery of the main economies is the main reason for the growth of sporting goods exports in Fujian province < /strong > /p >

< p > according to the data, the number of new non farm employment reached 217 thousand in May, and the unemployment rate remained at 6.3%, the lowest level in nearly 5 and a half years.

The EU economy has maintained growth for 4 consecutive quarters, and the EU economy has entered the recovery track.

With the acceleration of economic recovery in the world's major economies, the improvement of the economic situation and the rising demand for consumption, the main reason for the growth of sporting goods exports in Fujian is.

In addition, this year's international sporting events such as the Brazil World Cup, to a certain extent, stimulated the demand for sporting goods and led to export growth.

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< p > < strong > three, industry development concerns and related suggestions < /strong > < /p >

< p > (1) the industry pattern is facing adjustment.

Since 2012, the backlog of stock has become a chronic disease in the sporting goods industry. Even after digestion in 2013, the stock of the six major sports brands in China has not yet been digested.

According to the statistics of journalists, in 2013, the domestic sports brand stock exceeded 3 billion yuan, and the inventory of domestic six major sports brands, Lining, < a href= "http:// www.91se91.com/news/index_f.asp" > Anta < /a >, PEAK, 31st degree, China trend and XTEP, were 940 million yuan, 690 million yuan, 370 million yuan, 410 million yuan, 180 million yuan and 540 million yuan respectively.

In order to reform the channel and digest the stock, the store tide is on turn. In 2013, the six major sports brands in China were over 3000.

The sporting goods industry is facing a new round of reshuffle adjustment. Some of the second tier and three line brands with small competitiveness will be eliminated. Industry readjusts are imminent.

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< p > (two) industry's own problems affect long-term development.

First, the export of sporting goods almost entirely for OEM, only a few brands belong to their own brands, and the proportion of exports is very small.

Second, domestic sporting goods enterprises are small in scale and low in concentration, and the overall scale is less than 1/10 of Nike's.

At present, there are nearly 30 well-known sports brands in the Chinese market, together with unknown brands. Hundreds of sports brands compete for the market.

Third, most traditional sports brand positioning is fuzzy, product homogenization is serious, brand recognition is low.

Fourth, sales channels are slow and inaccurate in response to market supply and demand, and easy to enlarge demand, resulting in backlog.

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< p > (three) domestic sports brands suffer from "internal and external attack" dilemma.

In the domestic market, domestic sports brands encounter foreign brand competition.

In recent years, international brands have begun to expand to two or three tier cities in China and compete with domestic brands for the low end market.

For example, in 2013, Adidas and Nike announced plans to set up 800 stores and 50 stores in China respectively.

In the first tier cities, domestic sports brands have been squeezed by Adidas and Nike. If we lose the two or three line market again, the prospect is worrying.

In the international market, it is being challenged by other developing countries.

Taking Vietnam as an example, Vietnam's products have more competitive advantages in the European and American markets by virtue of their wage level, raw materials and factory rents. Many foreign buyers pfer their orders from China to Vietnam.

China's sporting goods export advantage is being greatly weakened.

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