XTEP, Ding Shui Po: Sharing The Understanding Of The Current Situation Of China'S Sports Industry

Let me share with you three aspects: what is the current situation of China's sports industry, and what opportunities we have in comparison with foreign countries? XTEP How is the spanformation done?

The status quo of China's sports industry: policy liberalization, practitioners feel the changes in the sky and underground.

The development of China's sports industry is relatively slow. In 2015, according to national statistics, it was 1 trillion and 500 billion yuan. The state proposed to achieve 5 trillion in 2025. At present, the output value of our sports industry accounts for less than 1% of GDP. In the United States, it accounts for a large proportion in developed countries, so by 2025, we want to make up 2% and 3% of GDP.

American Sports goods The sports industry is developing fast. It was the same weight as China in 2013 in 1987. With the development of China's sports industry, I believe our chances are very large.

According to the world clothing and shoe net, China is the first to solve the problem of food and clothing. After the end of adequate food and clothing, it must be healthy. Therefore, the national sports and the promotion of the health awareness of the whole nation will pay more attention to exercise, including the 46 document put forward by the state, especially in the year before, which is a revolutionary change to the whole Chinese sports industry. Before doing some activities, holding some sports examination and approval is very troublesome. Compared with the past and present situation of our industry, it is a day by day.

We used to be very troublesome when we wanted to use the venue to promote the competition. At present, it is the right to take the initiative to dock with us, to examine and approve, the process of examination and approval has become more accelerated, and even the government has led the government to promote the development of the industry. Originally, the state advocated professional sports, and now it is more popular to return to popular sports. The original is mainly based on gold medals, and now leads to a broader base of mass movement.

Industrial opportunities: sports products should focus on specialty and technology, and sports service industry should blossom more.

At the very beginning, the sports industry was mainly sporting goods, and its service industry was relatively small. We sell a set of equipment rather than someone else to sell a ticket, a ticket is equivalent to how many sets of equipment. At present, the sports industry is completely different from before. One is along with the normal development, the other is the country strongly advocated, and from professional sports events to more popular events.

Next I will talk about the growth opportunities of this industry. It is divided into two parts, one is sports goods, the other is sports industry service.

The earliest homemade sporting goods were mostly life, amateur and not professional. Including the products we sell, we can also wear sports and wear everyday. In fact, they are daily necessities. I remember when I was at school, I had a pair. Running shoes As for everything, playing basketball is also the same. Running is also the same. Playing football is also this pair, without subdivision. Now is a complete subdivision, running is running, what kind of intensity of competition has different equipment, not to mention formal competitions, there will be different stages of equipment. Sports goods, in itself, have a product upgrade. This is the first step to enhance the distinction between the whole category rather than omnipotent.

The second aspect is to combine science and technology. At present, many smart shoes, smart clothes, especially ball games, intelligent football and basketball, we have to break the tradition, combine Internet with technology, and products should be combined with technology.

The third aspect is manufacturing. The state is advocating "made in China 2025". We need to improve the professionalism of the quality and the price performance of the product.

In the future of the developed countries, including the sports industry in China, the proportion of the service sector will be much higher than that of sports goods. The lazy bear was just a media platform, but now it is the docking of consulting, finance and industry. I think in the service industry, we should have the promotion of the events, the operation of the field, the right to broadcast the media, the derivative products, and so on, including the investment.

The driving force of industrial growth: mass consumption vitality and the release of professional sports value

The impetus to the growth of sports industry comes from: 1, the increase of mass sports consumption vitality. 2, the release of commercial value of professional sports is very different from that of developed countries in terms of commercial value.

From the investment point of view, there are very large spaces in the two areas of mass fitness and sports operations. Including outdoor sports and outdoor outdoors, I believe the market will be very large in the future. Including ball games, fashion, including Internet fitness, the gym now has a very large space. The original gym may be purely a training ground, and the future space will be very large. There are clubs, commercial tournaments and professional events. There are many professional leagues, national clubs and specialties. From the point of view of world sports, the most luxurious ones are aviation, water, from high end to low end, and from professional to popular.

From the mass basis, running is the most important at present. I remember that the earliest public games were square dance, running and riding. This is very extensive because the foundation is very solid. Especially running. A person can run, tens of thousands of people can also run, either indoors or outdoors, without any conditions. Now China's marathon alone registers 300 games, which is a very good foundation.

China also has policy promotion. Football is very obvious. Our Chinese football foundation is relatively weak, but I believe China's investment in football will be very great. We must start with young people and do well from schools, so the country will invest a lot of money.

Ice and snow project is also a good project, although the crowd is relatively small, but from the current development perspective, the scope of ice and snow is also very good, and it has high-end, middle end and beginners. Especially in the north, these are very good opportunities.

The key to an industry is whether the country has policies, whether it really falls to the place, whether it is universal recognition. Our policies in China are sometimes talked about and done. The issue of No. 46 and the state's path to the development of sports industry are really falling to the ground. Many local governments assume that the sports industry accounts for more than 5 trillion of the GDP share. This is just the beginning, and it is multi-faceted. Sports should be tolerant and stand up to silence.

XTEP: from fashion to sports and fashion, the overall layout will go out of the country in the future.

At present, with the continuous upgrading of sports consumer demand, sports goods providers are facing the pressure of spanformation. If you want to exercise, you will have money or leisure. These people are mostly white-collar workers, more people in one or two cities. They benefit from international brands in sports. In recent years, the policies of international brands are obviously more than those of domestic brands. In two years, the bonus will return to the domestic sporting goods business, because after all, China has a population of 1 billion 300 million. At the same time, the general trend of China's development is to start from the second tier cities and then develop into three or four tier cities. The marathon is very obvious, starting from big cities, now in prefecture level cities and counties.

In addition, products should be upgraded, intelligent products. The original sports products are the most basic needs to sell. As long as we sell them, the big data and various aspects of the analysis are not enough.

We believe that the R & D capability of products must keep pace with the times and enhance them. Including channel upgrading capability, because now the channel is different, the original shop can make money, shop can be sold, now consumers, especially after 90 consumers, they more emphasis on experience and interaction, so the ability of industrial upgrading is very important, cross-border includes resource sharing.

In 2015, XTEP decided to return to sports. The spokesperson we invited was entertainment stars, mostly interacting with consumers with music and entertainment. XTEP was a fashion sport before. Now it's sport fashion. We still keep XTEP's fashionable DNA and fashion gene. But in running field, we pay more attention to two fields of running and football in sports and sports.

We have carried out the overall layout and overall planning, including the planning and arrangement of the running ecosystem.

I started running layout eight years ago. At that time, we thought that an industry, a brand, must have its own core competitiveness. A sporting goods brand must be the first in a certain competition area, and the brand mentioned by consumers and the first brand to be touched can be linked to any sport. The international brand is clear that basketball is Jordan and Adi is football. So we started running in the layout. At present, most of China's running events are sponsored by XTEP.

In the field of football, we started the layout five years ago. At that time, Chinese football was relatively problematic, but we focused on schools. The Chinese University Football League is XTEP's title. We are in the school layout. Through the spanformation of sports, the technology platform function of products is more important, so we have done a lot of functional products.

We are still relatively good at the development of e-commerce, because the new consumer mode of consumption, along with the improvement of all aspects of payment, the electricity supplier is a way of future development.

Looking forward to the future, going abroad is an inevitable choice for brand development to a certain stage. With the progress of "one belt and one road", including China's growing national strength, including the quality of products and the ability to operate brands in various aspects, I believe that it is possible for us to go abroad and enter internationalization. In the past, the garbage in the United States was good. If a country has not enough national strength, anyone selling it will give you a question mark and how to do it. The brand of the country is very important.

Especially the Southeast Asian market is closest to China. This is the market that we can further choose. The spanformation and upgrading of an enterprise can not be done at once. It needs constant challenges to deal with new market demands. Transformation and upgrading is a place where every enterprise needs to innovate now.

China's sports industry will have a bright future in the future. The injection of sports goods, services and financial investment will help the development of this industry, which will be faster than the traditional development.

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