How Can Sports Products Grow Wings In "Draught"?

Physical consumption is still the main way of sports consumption at present.

In a long period of time, people's consumption behavior will point to tradition.

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Although the European Cup has been over for a long time, the competition among manufacturers is still smoky.

Suning sports has gained 68.5% of the international Milan club. Music has sent the European Cup picture and text live to the terminal of the airline, and KEEP and other fitness software have emerged.

In the short two or three years, the new products, new formats and new business models of the sports industry are surging, and usher in the development of "draught".

In contrast, China's traditional sporting goods manufacturing industry appears to be quite calm, which makes the market acceptance of traditional sporting goods consumption seem lukewarm.

In fact, the "cake" of sporting goods is also alluring.

not only

Basic sports products such as equipment are still the mainstream of current sports consumption, and their market share, value enhancement, technological innovation, etc.

Shaping will also play a key role in the overall development of the industry.

At present, the upgrading space of traditional sports goods manufacturing industry should not be underestimated.

First, the policy environment. The sporting goods manufacturing industry will be a direct beneficiary of a series of top-level design.

Since the State Council issued some opinions on speeding up the development of sports industry to promote sports consumption, the opinions on strengthening the school sports to promote the all-round development of students' physical and mental health have been launched in succession, the National Fitness Program (2016 to 2020).

The two is the market environment. People's awareness of sports fitness is generally enhanced, and the mass growth of consumer groups will inevitably lead to the market scale of sporting goods.

By 2020, the number of people who take part in 1 or more physical exercises per week will reach 700 million, and the number of regular physical exercises will reach 435 million.

The three is the consumption environment. Physical consumption is still the main way of sports consumption.

Research shows that sportswear, sports equipment and other occupying the majority of Chinese consumption, followed by subscription to sports books, payment of exercise rents, hiring coaches and watching sports competitions and other expenses.

In a long period of time, people's consumption behavior will point to traditional sports products.

Is it possible to fly with "draught"?

China's sports goods manufacturing industry foundation is weak, big and not strong is the industry "soft rib".

65% of the world's sporting goods are made in China, and China's excellent high-end products and brands are not many. It is difficult to compare with the world's leading manufacturers, and also can not keep up with the increasing consumption of sports consumers in China and the rising trend of consumer demand.

For example, China's diving level is world-class, but it does not produce high-quality springboards for diving. China is a truly powerful table tennis player. The world's top table tennis racket brands come from Sweden and Germany. China is a big consumer of sports apparel, and local products are mostly wandering at the low end.

With the help of "draught", we should rely on "internal strength" and intensify innovation in all aspects such as design, R & D, processing and marketing.

First, we should focus on product innovation.

The everlasting world brand does not continue to exert power on technological innovation.

Take Nike company as an example, there are thousands of design developers, and the development of single Nike Shox shoes takes 16 years. The high value-added products developed by high-end products become the "trump card" of Nike's vertical and horizontal stores.

In contrast, some local brands, though willing to avoid competition in the high-end market, are even squeezed by low-end markets such as Nike, which are derived from the weakness of product research and development. This short board must be made up.

Secondly, we should make efforts to expand channels.

In the "Internet +" environment, Lining, XTEP, 361 degrees and other local brands are gradually breaking the sales of single stores, upgrading the proportion of e-commerce products and the uniqueness of categories, and tasting the sweetness of channel development, and will continue to exert efforts in the future.

Besides, brand value is also needed.

Brand is a comprehensive image of products and enterprises in terms of vision, emotion, concept, culture and so on. It needs continuous innovation in the aspects of management, product quality, cultural connotation, marketing strategy and so on. It not only creates local brand, but also keeps attraction.

What needs to be reminded is that the more the industry develops at a high speed, the more attention should be paid to quality and efficiency.

Domestic manufacturers should take a deep mind to avoid short-term gains, guard against arrogance and impetuosity, and truly focus on upgrading their core competitiveness.

How to grow wings and strong core in this "tuyere" is an opportunity and a test for the sporting goods manufacturing industry.