Sporting Goods Industry Is Hot 500 Million Yuan Gold Competition Fierce

WeChat's circle of friends is a condensed world.

What can you see at a glance?

How many marathons have been runners last year is how many marathons have been run. Some people share the joy of conquering different skiing routes. Some people are determined to learn to skate in the new year.

All in all, they are all related to sports.

And sports can not be separated from equipment.

With the rise of the national sports movement, especially the success of the joint Olympic Winter Games in Zhangjiakou, Beijing, enthusiasm for sporting goods consumption in winter is being stimulated.

Launching and popularizing winter mass sports activities in China to bring 300 million people on ice and snow -- the beautiful goal put forward by Beijing's bid for the Winter Olympic Games actually means that the consumption market of sports goods in winter is extremely broad.

Contrary to such a huge opportunity, it is a slightly chaotic situation in China's ice and snow industry market.

Due to the late start and the hope of deepening the mature brand of our market, the products sold in China are mostly foreign brands in a period of time. Compared with the upcoming winter Olympic Games, China's winter sporting goods industry can only be on the way.

However, most of the foreign brands are processed in the coastal provinces of China. In this process, the relevant enterprises have accumulated experience.

Next, as long as we do two things well, even if we start late, we believe that the pace of our winter sports goods industry can also go faster.

The first thing is to increase the research and development of professional products.

Winter sports equipment needs higher technology content than summer sports equipment.

Mostly from the extension or pformation of leisure brands, the professional functions, especially the professional functions of snow sports, are still in a relatively backward stage. We must increase R & D efforts, enhance the technological content of products, and accelerate the market competition.

More importantly, with the popularity of winter sports in China, this part of the professional needs will be gradually released, and consumers' demand for winter sports goods will become more and more abundant.

Therefore, the product development of the relevant enterprises should not just stay on the periphery, but be faster than the market development, and provide the consumption of the winter sports equipment market by providing multi-level professional products.

In other words, focusing on the development of differentiated professional fields may also be a way to break through the brand.

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The second thing is to do well in precision marketing.

The use of short-term hot resources, such as the Olympic Games and the world cup, can get several times or even tens of times of audience ratings.

After that, the concept of "Sports" or "Pan sports" will be further strengthened to enhance consumers' consumption desire.

In recent years, many brands of shoes and clothing in China have promoted brand awareness by participating in various competitions.

This is also true for winter sporting goods manufacturers.

In the face of the inevitable climax of the Winter Olympic Games, we should be meticulous, precise and differentiated at the marketing level, and promote more social media such as WeChat and micro-blog. At the same time, we will form a better supply and demand interaction.

Of course, to do these two things well, it is not just winter.

But the entire sporting goods industry.

By 2025, the total size of the sports industry in China is expected to reach 5 trillion yuan. As a sporting goods industry providing sports equipment, the sports industry will also get a cup of soup from it.

Against this background, the voice of "returning to professional sports" is getting louder and louder.

To return to professional sports, there must first be a professional product that allows consumers to accept and approve.

For example, professional running requires a series of products such as tights, heart rate measuring equipment, and running equipment with fluorescent strips printed at night.

What our sporting goods brand should do is to create professional function attributes of products, and promote the extended consumption of peripheral products through professional products.

However, in the face of 5 trillion yuan of gold, do not be too happy.

The expansion of the consumer market means that competition will become more intense. This competition will continue.

For the winter sports industry that has just started, there will inevitably be a large influx of funds, opportunities and shocks coexist. What we need is development and calm.