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Sporting Goods Industry Vigorously Blows "Chinese Style" To Show Cultural Confidence

2023/1/19 18:36:00 0

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With more and more distinctive Chinese elements and more and more strong Chinese flavor, China's sporting goods industry will vigorously blow the "Chinese style" in 2022.

Sports brands focus on building "national trend", young people favor "national trend", and production and consumption have reached a "two-way rush". Behind this, more and more powerful cultural self-confidence is demonstrated.

This Spring Festival, "Bingdundun" is on fire.

The image of the panda with Chinese characteristics and the characteristics of the Winter Olympic Games has rapidly increased in popularity before and after the Winter Olympic Games. For a while, it was hard to find a trick.

For Lian Hai'an, the general manager of Jinjiang Hengsheng Toys Co., Ltd., the manufacturer of this plush toy, such a "fire" is a bit unexpected. Faced with a huge number of orders like snowflakes, the workers returned to work quickly. Hai'an hasn't slept for nine days. The mobile phone has been connected to the charging line. "The interval between two calls will not exceed 10 seconds". After a call, dozens of missed calls. Just when he was worried that the eardrum would break, the phone burned out first.

Mold, material, color printing, each process needs to overcome many challenges. The successful launch and mass production of "Ice Pier Pier" has realized a technological breakthrough in the toy industry. After this experience, Lian Hai'an and his employees have a new understanding of the industry, themselves, the power of Chinese culture, and the huge potential of the sports industry.

"Just like my own child, I am really proud to hear everyone say that this child is excellent," said Lian Hai'an.

In the field of sporting goods, the confidence of Chinese culture is becoming stronger and stronger, and this "Chinese style" is also blowing out a stronger momentum.

In August this year, Anta replaced Nike to top the Chinese sports brand market, and domestic products successfully counterattacked. As an official partner of the Chinese Olympic Committee, Anta has provided many national teams with self-developed equipment, while continuing to empower mass sports products with Olympic technology; "China Li Ning" appeared in New York and Paris Fashion Week, from close to leading the trend; Special Step is committed to "making world-class Chinese running shoes", creating a strong team culture; Peak has landed in the NBA arena since the beginning of this century, and now there is a "state pole" series that shines brilliantly; Jinjiang Yuanxiang Garment and Weaving Co., Ltd. has made continuous efforts in the football field from the initial workshop like OEM to the acquisition of the Spanish brand Kalmei

Xu Zhihua, CEO of PEAK Sports, believes: "It is the strength of China's national power that has led to the strength of Chinese brands, so that we can grow in China and go global." Roger, vice chairman and secretary-general of the China Sports Goods Federation, believes that young consumers are more optimistic about the West and Western culture, and more culturally confident.

In 2009, Anta became the official partner of the Chinese Olympic Committee. In 2012, Anta designed the "Champion Dragon Clothes" for the Chinese delegation on the Olympic stage. Li Ling, vice president of Anta Group, believes that this is an important step for Chinese sports brands to build cultural confidence. At the same time, she said that the continuous enhancement of scientific and technological innovation ability and the growing popularity of Chinese cultural elements are also important contributions to cultural self-confidence. "From the establishment of Anta in 1991 to the establishment of our sports science laboratory in 2005, most of us were still following innovation. After 2005, we have accumulated more than 2000 science and technology patents year by year," said Li Ling.

Li Ling introduced that in recent years, Anta, while doing well in competitive sports equipment, took "Chinese characteristics" as the link to spread its products to the broad field of national fitness, and achieved good results. "Combining our products with the love of Chinese consumers for Chinese culture, with Chinese confidence and glory, we have formed a very good development trend. The continuous growth of our market share also reflects the growing confidence of Chinese consumers in Chinese culture," said Li Ling.

Xu Zhihua also has a personal feeling of such confidence. At the Tokyo Olympic Games, the Brazilian men's football team, the Serbian women's volleyball team, and the Latvian men's basketball team sponsored by PEAK all won medals and were "visible" on the podium of the three major events of "foot, basketball, and volleyball", becoming a footnote for PEAK to continue to expand its influence in the international market in recent years.

In terms of technology, PEAK has also achieved many successes. In November this year, PEAK 3D Printing Intelligent Manufacturing Center was inaugurated in Quanzhou, with an initial investment of 10 million yuan, including two core sectors: a small 3D printing shoe upper factory and an industrial 3D printing shoe and clothing laboratory. Xu Zhihua said: "The 3D printing intelligent manufacturing center is an innovative exploration of PEAK's production mode in the future footwear field. We will make more use of 3D printing to carry out digital production and explore the application of distributed manufacturing and flexible manufacturing in footwear production."

"Now the post-90s and post-00s have more confidence in domestic brands, which has expanded the space of the track in the sports industry as a whole." Ding Shuibo, chairman of the board of directors and CEO of Tebu Group, said that in the past, people used to wear a pair of shoes in all sports. Now, with the upgrading of consumption, consumers have differentiated needs for the functions of different sports equipment, Sports brands should focus on this position and develop differently.

Focusing on the special step of a pair of running shoes, we have made full efforts in scientific research and development, design and manufacturing, and gradually established our own reputation in the industry. Ding Shuibo said: "From the perspective of running shoes, we have entered the stage of surpassing from the beginning of germination to learning and catching up. I have been telling our research and development team to make a pair of running shoes that are more suitable for the Chinese foot type. Maybe some other international brands cannot design and manufacture products in large quantities according to the characteristics of Chinese feet, but we have a way, because our main The market should be here. "

Roger said that the national self-confidence of young consumers is growing. If national brands can continue to grasp the cultural self-confidence of domestic consumers, especially the young generation, and pay attention to the organic combination of high-quality development and the excavation of national culture, it is only a matter of time for international brands to "overtake at corners".