China's sporting goods industry showed signs of recovery: Date:2014-05-23 16:56
In 2013, the added value of China's sporting goods industry (manufacturing and sales of sportswear, sports shoes, sports equipment, and related sports products) reached 208.7 billion yuan, a year-on-year increase of 7.8%, accounting for 0.367% of GDP, which was basically the same period of last year. Flat.
Recently, the 2014 China Sporting Goods Summit Forum was held in Wuhan. At the meeting, the director of the Sports Equipment and Equipment Center of the State Sports General Administration and the vice chairman and secretary-general of the China Sporting Goods Industry Federation Li Hua announced the above figures when he published the White Paper on the Development of the Chinese Sporting Goods Industry in 2013.
Li Hua said that in the past few years, the sporting goods industry was in a period of low development. After active efforts, the industry has shown signs of recovery. In the future, innovation will become the only way for sustainable development of the sporting goods industry.
The industry presents three major development trends Li Hua said that at the moment, the sporting goods industry presents three major trends: First, the overall scale of the industry continues to expand, but the core growth drivers need to be reshaped. The added value of China's sports goods industry exceeded 200 billion yuan for the first time in 2013, and the scale of the industry has reached a new height. However, since 2011, the growth rate of output value has always been at the single-digit level. Rapid increase in costs, bottlenecks in growth methods, and increased inventory pressure have become constraints. The existing growth path that once supported the Chinese decade of the sporting goods industry has not been able to promote the leap-forward development of the industry. Rebuilding core competitiveness with innovation as the starting point will inevitably become a key proposition for all parties in the industry to solve in the coming period. Second, the industry as a whole is still in the process of adjustment, and the recovery trend has taken shape. The overestimation of market demand in the past few years and the slowdown in macroeconomic growth have caused the Chinese sportswear industry to slow down. After active adjustment, the industry as a whole has shown some signs of recovery, and the order performance has rebounded significantly; the company's transformation efforts have been remarked, and product positioning has been re-examined to seek for differentiated competition; the international economic situation has recovered well; sports listed companies’ recent financial results improved significantly. . Although the process of in-depth adjustment will continue for some time, all parties in the industry will take the initiative to innovate and actively respond. It is just around the corner to return to the path of sound development. Third, the intensity of industry reshuffling continues to increase, and the degree of concentration will further increase. In the process of continuous development from the industry adjustment phase to the recovery phase, it can be expected that there will be major adjustments in the integration of resources and innovation in various sectors of the sporting goods industry. Through timely and active strategic adjustments in market positioning, product structure, and marketing model to reshape the core competitiveness of the brand, a number of industry-leading brands that have gained market share and even international influence will be formed, leading the Chinese sporting goods. The industry has entered a new stage of development.
The performance of outdoor products is still strong It is worth noting that compared with clothing, shoes, equipment, etc., outdoor product consumption is outstanding. The "2013 White Paper on the Development of China's Sporting Goods Industry" shows that in 2013 China's outdoor product market still maintained a certain rate of growth. Industry shipments amounted to 9.68 billion yuan, a year-on-year increase of 30.99%. Among them, domestic brands performed very well and the volume of shipments continued. Exceeding foreign brands, the domestic outdoor product brand sales amounted to 5.020 billion yuan, an increase of 34.22% year-on-year; foreign outdoor brand sales amounted to 4.66 billion yuan, a year-on-year increase of 27.67%. The rise of the national self-owned brand made China’s outdoor product market. A new pattern emerged.
On the whole, the outdoor products market is in a golden cycle. New consumers continue to join in, consumption depth continues to increase, and consumers have a complex composition. The overall market size will rise rapidly. The outdoor products market will present three new trends: First, the development of the outdoor product industry will become more mature, and a good consumer base will form. Second, the local outdoor brands will accelerate the layout of the second and third tier markets and will pay more attention to the improvement of soft power; Outdoor products will develop into an omni-channel model, and the e-commerce field will become the key direction.
Innovation is the only way for the development of the industry Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, pointed out at the forum that although the reshuffling and adjustment of the sporting goods industry is coming to an end and has begun to show a gradual recovery, this recovery is more With the recovery of well-known brands and leading companies, the second and third tier brands are still waiting for the arrival of spring. China's sports consumption is still in its infancy. Zhao Ping said that in sports consumption, the proportion of goods consumption is as high as 80%, while sports service consumption only accounts for about 10%, less than 20%. After consumers purchase sportswear goods, if they do not participate in physical exercise, there will be no follow-up consumption. .
In this regard, Li Hua said that innovation will become the only way for China's sporting goods industry to achieve sustainable development. The key task of the current adjustment period is to resolve the deep-seated contradictions accumulated in the past. The key to this lies in innovation, whether it is macro-level policy innovation, institutional innovation, meso-level management operating model innovation, brand innovation, or micro-level technological innovation, marketing innovation, any initiatives aimed at breaking through existing development models. All need innovation to drive. Sports industry practitioners want to open the door to imagination and explore their own path to innovation and development.
In 2013, the added value of China's sporting goods industry (manufacturing and sales of sportswear, sports shoes, sports equipment, and related sports products) reached 208.7 billion yuan, a year-on-year increase of 7.8%, accounting for 0.367% of GDP, which was basically the same period of last year. Flat.
Recently, the 2014 China Sporting Goods Summit Forum was held in Wuhan. At the meeting, the director of the Sports Equipment and Equipment Center of the State Sports General Administration and the vice chairman and secretary-general of the China Sporting Goods Industry Federation Li Hua announced the above figures when he published the White Paper on the Development of the Chinese Sporting Goods Industry in 2013.
Li Hua said that in the past few years, the sporting goods industry was in a period of low development. After active efforts, the industry has shown signs of recovery. In the future, innovation will become the only way for sustainable development of the sporting goods industry.
The industry presents three major development trends Li Hua said that at the moment, the sporting goods industry presents three major trends: First, the overall scale of the industry continues to expand, but the core growth drivers need to be reshaped. The added value of China's sports goods industry exceeded 200 billion yuan for the first time in 2013, and the scale of the industry has reached a new height. However, since 2011, the growth rate of output value has always been at the single-digit level. Rapid increase in costs, bottlenecks in growth methods, and increased inventory pressure have become constraints. The existing growth path that once supported the Chinese decade of the sporting goods industry has not been able to promote the leap-forward development of the industry. Rebuilding core competitiveness with innovation as the starting point will inevitably become a key proposition for all parties in the industry to solve in the coming period. Second, the industry as a whole is still in the process of adjustment, and the recovery trend has taken shape. The overestimation of market demand in the past few years and the slowdown in macroeconomic growth have caused the Chinese sportswear industry to slow down. After active adjustment, the industry as a whole has shown some signs of recovery, and the order performance has rebounded significantly; the company's transformation efforts have been remarked, and product positioning has been re-examined to seek for differentiated competition; the international economic situation has recovered well; sports listed companies’ recent financial results improved significantly. . Although the process of in-depth adjustment will continue for some time, all parties in the industry will take the initiative to innovate and actively respond. It is just around the corner to return to the path of sound development. Third, the intensity of industry reshuffling continues to increase, and the degree of concentration will further increase. In the process of continuous development from the industry adjustment phase to the recovery phase, it can be expected that there will be major adjustments in the integration of resources and innovation in various sectors of the sporting goods industry. Through timely and active strategic adjustments in market positioning, product structure, and marketing model to reshape the core competitiveness of the brand, a number of industry-leading brands that have gained market share and even international influence will be formed, leading the Chinese sporting goods. The industry has entered a new stage of development.
The performance of outdoor products is still strong It is worth noting that compared with clothing, shoes, equipment, etc., outdoor product consumption is outstanding. The "2013 White Paper on the Development of China's Sporting Goods Industry" shows that in 2013 China's outdoor product market still maintained a certain rate of growth. Industry shipments amounted to 9.68 billion yuan, a year-on-year increase of 30.99%. Among them, domestic brands performed very well and the volume of shipments continued. Exceeding foreign brands, the domestic outdoor product brand sales amounted to 5.020 billion yuan, an increase of 34.22% year-on-year; foreign outdoor brand sales amounted to 4.66 billion yuan, a year-on-year increase of 27.67%. The rise of the national self-owned brand made China’s outdoor product market. A new pattern emerged.
On the whole, the outdoor products market is in a golden cycle. New consumers continue to join in, consumption depth continues to increase, and consumers have a complex composition. The overall market size will rise rapidly. The outdoor products market will present three new trends: First, the development of the outdoor product industry will become more mature, and a good consumer base will form. Second, the local outdoor brands will accelerate the layout of the second and third tier markets and will pay more attention to the improvement of soft power; Outdoor products will develop into an omni-channel model, and the e-commerce field will become the key direction.
Innovation is the only way for the development of the industry Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, pointed out at the forum that although the reshuffling and adjustment of the sporting goods industry is coming to an end and has begun to show a gradual recovery, this recovery is more With the recovery of well-known brands and leading companies, the second and third tier brands are still waiting for the arrival of spring. China's sports consumption is still in its infancy. Zhao Ping said that in sports consumption, the proportion of goods consumption is as high as 80%, while sports service consumption only accounts for about 10%, less than 20%. After consumers purchase sportswear goods, if they do not participate in physical exercise, there will be no follow-up consumption. .
In this regard, Li Hua said that innovation will become the only way for China's sporting goods industry to achieve sustainable development. The key task of the current adjustment period is to resolve the deep-seated contradictions accumulated in the past. The key to this lies in innovation, whether it is macro-level policy innovation, institutional innovation, meso-level management operating model innovation, brand innovation, or micro-level technological innovation, marketing innovation, any initiatives aimed at breaking through existing development models. All need innovation to drive. Sports industry practitioners want to open the door to imagination and explore their own path to innovation and development.
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