Sporting Goods Industry Is Facing New Challenges.

For a long time, the sports industry known to the masses mainly refers to sports goods and equipment manufacturing industry, while the consumption concept of mass communication, competition and fitness has not yet formed. In 2008, China's sports industry added value composition, "sporting goods, shoes and clothing manufacturing" accounted for nearly 80%, even in 2010 accounted for more than 75% of the total. Referring to the American sports industry structure, its sporting goods account for only 30%. In the new era, with the adjustment of China's sports industry structure, the traditional sporting goods manufacturing industry is undoubtedly facing new challenges.

In response to such challenges, Zhang Tao, vice president of Anta, a large enterprise in the sporting goods industry, believes that the increase in the number of sports participants will increase with the increase in the number of people taking part in sports in the context of national fitness as a national strategy. At the same time, Anta's investment in brand building is also increasing. "By signing the advantage of the gold medal national team resources, we will continue to strengthen the relationship between Anta brand and Chinese sports, so that consumers can think of Chinese sports and think of Anta." Zhang Tao said.

Some enterprises believe that opportunities are just around the corner. Recently, the old brand bike manufacturer Flying Pigeon car industry has launched a new product, "super bike", in cooperation with Internet Co's music sports. It not only retains the most original mechanical aesthetic feeling of bicycles, but also has the "fashionable" function of social networking, riding data, intelligent control, intelligent anti-theft and so on. Zhang Jinying, general manager of Flying Pigeon car industry, said that the development of sports industry should also accept the Internet thinking, "Internet +". concept The flying pigeon and music will prompt the "same frequency docking" soon. "In my opinion, this product is very forward-looking, ahead of the European bicycle industry power, the key it also retained the function of sports fitness, I believe we can get the hobby of riding enthusiasts."

World famous sports goods Nike, Adidas Already began to move smoothly, in the digital sports mass consumer market exploration has never stopped. With the Internet, big data, Intelligent technology In the future, the opportunities for traditional sporting goods manufacturing industry will be shifted from the sales to the mass consumers, and the companies that can take the lead in building the platform will stand out.

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In October last year, the State Council issued several opinions on accelerating the development of sports industry to promote sports consumption (hereinafter referred to as "opinions"). The abolition of commercial and mass sports events, encouraging the development of professional alliances, actively introducing social capital to host events and promoting sports consumption through market mechanisms have attracted wide attention.

According to the opinion, the total scale of sports industry will exceed 5 trillion yuan by 2025. Then, when the sports industry is ready to go, what are the new trends of the industry around the development of sports resources? Can the existing sports products and services meet the enthusiasm and consumption ability of the people? How can the supporting policies protect the industry? In this regard, this edition has launched a series of "writing on the occasion of the sports industry ready to be released" to sort out and analyze the three aspects of industry, consumption and policy in order to provide readers.

With the banner of Beijing men's basketball 3 Championship rising in Beijing Wukesong MasterCard center, the CBA (Chinese men's Basketball League) season's bustle finally came to an end. Looking at the stands filled with fans, the general manager of Wukesong stadium operator and Huaxi international culture and Sports Development Co., Ltd. can not help but say, "how much is the value here?" and "what else can't we get 5 trillion yuan?"

In the big pattern of sports industry development, the sports competition performance industry is regarded as the tip of the industry Pyramid by the industry, and it plays a leading role in the whole industry chain.

The "super commercial value report" shows that the total revenue of China super company in the 2014 season exceeded 400 million yuan mark, becoming the most profitable season since the professionalization. Each club received a dividend of about 10 million yuan, up 5 million 700 thousand over the previous season. For these figures, Zhu Xiaodong, chairman of Europe sports, believes that the club has been overly concerned about the league's performance for a long time. Now, with a series of favorable policies coming out, we feel that after a long period of market learning, we feel that the club has begun to pay more attention to its management.

As a sports operation company, UXO has signed a strategic partnership agreement with 3 Chinese Super clubs and two Sino club clubs this year. "The club hopes to use professional company strength in business development and improving attendance." Zhu Xiaodong said. In 2013 and 2014, Shandong's Luneng and Chongqing Lifan after consulting Europe sports, attendance rate has doubled. "Strategic cooperation is 5 years without consultation." Zhu Xiaodong said. Fully excavating the commercial value of competition resources has also welcomed its own development opportunity for sporting events companies that are good at revitalize the industrial chain.

And some "unpopular" projects also feel welcome opportunities. In recent years, frustrated Chinese Table Tennis Association tried to take the initiative. The 2015 Table Tennis Super League recently traded on the Beijing equity exchange sports industry resource trading platform. In Zhu Xiaodong's view, although ping pong Super League has a high competitive level, "if you want to sell well, you still need a lot of packaging to meet the needs of customers".

At present, the commercial value of sports resources has not been fully developed because the sports resources and contents of sports industry chains including sports events, sports stars and broadcasting rights are relatively low. "Good sports events need historical accumulation and it is very difficult to operate in the short term." Yang Renwen, chief analyst of Founder Securities and sports, said: "so what we can do at this stage is to step up the competition for the most upstream sports resources."