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Sporting Goods Industry Provides Important Support For Industry Development And Enterprise Decision Making.

2013/7/29 21:27:00 28

in the highly anticipated "2013 China Sporting Goods Industry Summit Forum", the Chinese sporting goods industry federation released the white paper on the development of China's sporting goods industry in 2012. The vice chairman and Secretary General Li Hua of the new federation interpreted the key contents of the white paper and put forward four viewpoints on the sustainable development of China's sporting goods industry. The white paper on the development of China's sporting goods industry in 2012 has systematically and systematically combed the key data of the industry, objectively analyzed the current situation and future development trend of the industry. It is rich in content and can be regarded as an index document of China's sporting goods industry, providing important support for Industry development and enterprise decision-making. 
 the key data of development: 1. Accounting for GDP0.37% 
In 2012, the sales value of China's sporting goods industry increased by 193 billion 600 million yuan, an increase of 9.73% over the same period last year, accounting for 0.37% of GDP's share, which is basically the same as that of the same period last year. 
 key data for development: Two: 17 billion 467 million US dollars 
 in 2012, the total import and export volume of China's sporting goods industry reached 17 billion 467 million US dollars, achieving a trade surplus of US $15 billion 913 million. Among them, imports amounted to $770 million, an increase of 14.97% over the same period last year. Exports amounted to US $16 billion 690 million, an increase of 4.87% over the same period last year, and sports equipment accounted for more than 50% of the total export volume. 
 key data for development: Three: 65% 
 with the continuous improvement of the specialization and industrial quality of sports products in China, more and more Chinese made products enter the international market and occupy more than 65% of the market share of the world sporting goods industry. 
 development trend: 
 1. The industry scale is maintaining positive growth, and the growth rate has slowed down obviously 
 the added value of China's sporting goods industry increased from 78 billion 200 million yuan in 2006 to 193 billion 600 million yuan in 2012, an increase of nearly 150%, accounting for more than 80% of China's sports industry share. However, it should be noted that since 2011, it has been restrained by continuous rising costs, insufficient effective demand, and bottlenecks of growth and external factors. Although the overall scale of the whole industry has maintained a positive growth trend, the growth rate has slowed down significantly. 
 two, industry reshuffle is imminent, enterprises are facing the survival of the fittest .
 after 10 years of rapid development, China's sporting goods enterprises show a rapid growth trend in terms of quantity and scale. With the development of brand scale and core competitive advantage of various categories, the intensity of market competition is further increased after the whole industry has entered the stage of slowdown and adjustment. With the deepening of market segmentation, the transformation of business mode and the optimization of brand core competitiveness will inevitably trigger a new round of industry shuffling. Enterprises that are hesitant, conservative and lack of competitiveness will face the risk of being eliminated. At the same time, in the process of integrating resources and innovative development, there will also be a group of industry leading brands with international influence. Leading China's sporting goods industry to enter a new stage of development. 
 three, adjust the situation and adjust the strategy, reshape the core competitiveness of the brand, 
 the overall growth rate of the industry has been lingering low for two consecutive years. Some sectors have seen more serious negative growth. As well as the deterioration of the key indicators of many sporting goods listed companies, it shows that the Chinese sports brand with the core competitiveness of manufacturing as well as the emphasis on cost performance is facing a severe test of the rapid rise in manufacturing costs and the difficulty in enhancing the added value of brands in the short term. The first quarter statistics released by the state show that China's real economy is relatively weak and consumer demand growth is not as good as expected. Under such macro economic background, all kinds of sporting goods enterprises need to re-examine the market space and prospect, make positive strategic adjustment in the market orientation, industrial structure, pricing strategy and marketing mode, so as to rebuild the core competitiveness of the brand. At present, the rapid development of outdoor products, children's sporting goods and high-tech fitness products has provided useful enlightenment for the industry to adjust the direction. 
 four, industry forming cluster effect, helping regional economic development 
 from the perspective of provinces and production, China's sporting goods industry clusters are mainly concentrated in six provinces and cities such as Guangdong, Fujian, Jiangsu, Zhejiang, Beijing and Shanghai, with industrial concentration exceeding 85%. Through the construction of state-level sports industry bases and the continuous implementation of supporting policies of sports industry in various regions, the cluster development trend characterized by key sporting goods categories has been formed and played an important role in regional economic and social development. 
 development status of data interpretation: 
 the 2012 white paper on the development of China's sporting goods industry covers five fields: sportswear, sports a target=, _blank, href=, //www.sjfzxm.com/, sports shoes, sports equipment, personal protective equipment and outdoor products. The report analyzed the development data of various industries and analyzed the future development of the industry. 
 key data of sportswear industry: 29.69% 
 2012, the main industry listed companies realized a total of 8 billion 394 million yuan of sports wear sales revenue, down 29.69% from the same period last year. Sales revenue of this category declined for second consecutive years, and the sales of sports wear of the main listed companies showed a downward trend. 
 interpretation: Although the current sports wear industry is facing more problems, the market still has potential for development because of the demand for sportswear players, children's wear market and fashion practical and diversified sports clothing. In general, the sportswear market will show a trend of diversification. Sports fitness < a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" and casual wear and casual wear will be broken, and the sense of technology and fashion should be improved. In addition, as the leading domestic manufacturers continue to intensify their efforts in R & D, < a target= "_blank" href= "//www.sjfzxm.com/", "designer /a" management, and product chain integration, the market share of the second tier brands will show a more concentrated trend. 
 key data of sports shoes industry: 19.28% 
 2012, the main listed companies in the industry realized the sales income of sports shoes totaling 7 billion 547 million yuan, down 19.28% from the same period last year, which is the second consecutive decline in the sales revenue of this category. 
 interpretation: there are three types of potential market for sports shoes, that is, the market of senior professional sports shoes, outdoor sports shoes and street sports shoes, which fully embodies the deepening of market segmentation. At the same time, the multi-function and lightweight of sports shoes are becoming an important development direction of footwear products both at home and abroad. 
 key data of sports equipment industry: 14.42%5.6% 
 2012, ball products manufacturing industry achieved sales revenue of 12 billion 663 million yuan, an increase of 14.42% over the same period, and the sales of fitness equipment manufacturing industry reached 29 billion 215 million yuan, up 5.60% over the same period last year. 
 interpretation: sports equipment market overall development is good, ball products, training fitness equipment, showing a moderate growth trend. The sales revenue of ball products manufacturing industry increased year by year, with an average annual growth rate of more than 10%. At the same time, the industry production and sales rate reached 98.48% in 2012, indicating a good link between production and marketing. The market prospect of the industry is relatively stable. It is predicted that in the next 5 years, it will maintain more than 10% growth. The sales volume of training fitness equipment manufacturing industry increased year by year, and maintained an annual growth rate of more than 5%. At the same time, in 2012, the industry production and marketing rate was 100.05%, indicating that the production and marketing linkage is in a very good condition, and the industry has an optimistic outlook. It is predicted that the growth rate will be over 6% in the next 5 years, and the overall trend will be three trends of popularization, branding and sinking of the three or four line market. 
 key data of personal sports protective equipment: 14.93% 
 2012, personal sports protection products manufacturing industry achieved sales revenue of 9 billion 212 million yuan, an increase of 14.93% over the same period last year. 
 interpretation: Sales of sports protective equipment manufacturing industry showed an overall upward trend, except for a slight decrease in 2009 compared with the same period last year, the growth rate of over 10% has been maintained in recent 5 years. At the same time, the industry production and sales rate reached 101.22% in 2012, indicating a good link between production and marketing, and the market prospect of the industry is relatively stable. It is predicted that 6% growth will be maintained in the next 5 years. 
 key data of outdoor products market: 34.94% 
In 2012, the annual sales volume of outdoor products market was 14 billion 520 million yuan, with an annual growth rate of 34.94%. P 
 interpretation: outdoor sporting goods industry showed a trend of rapid development. From 2000 to 2010, the average annual growth rate of total retail sales reached 47.33%, of which domestic brands performed very well, and their growth rate surpassed foreign brands for 3 consecutive years. The outdoor products market will show four trends in general. The vigorous rise of outdoor sports brings new opportunities for the development of sports brand; outdoor sports industry presents lipstick effect, and based on product function and technology factors, a larger market space will be formed. Camping will become the mainstream of outdoor sports market, and low carbon will become the basic index of outdoor equipment. 
 adhere to the road of sustainable development 
 leading the sustainable development of Chinese sports is the mission and responsibility of the sporting goods industry federation. In view of the current development trend and growth problems of the industry, Li Hua put forward the following four points in his speech: 
 first, the growth bottleneck at this stage is the inevitable stage in the rapid development of the industry. From a positive point of view, the emergence of the adjustment cycle provides an opportunity to solve the deep-seated contradictions accumulated in the past, and also creates conditions for innovation and foresight. Industry related parties should actively share the industry insights and development ideas, and jointly promote the whole industry to change from quantitative change to qualitative change. 
 Second, as a part of China's manufacturing industry, China's sporting goods industry is also facing a critical period of development and transformation. Although different categories are at different stages of development and their characteristics are different, they are faced with major challenges of transformation and upgrading and reshaping their core competitiveness. At the same time, we should also see that the accelerated pace of urbanization, the steady upgrading of the national consumption level and the gradual upgrading of consumption structure will be favorable factors for the long-term sustainable development of China's sporting goods. Therefore, for business decision-makers, we should not only develop confidence but also keep calm and sober minded, strive for survival by innovation, and seek development through change. 
 Third, with the further development and implementation of the relevant national industrial development policies and industry standards, the business environment of enterprises will further improve. Therefore, it is hoped that sporting goods enterprises will fully serve their own development with the help of their own categories and policies of their locates. 
 Fourth, judging from the laws of the development of sports goods industry at home and abroad, this people-oriented industry is always a sunrise industry. Based on technological innovation and changes in consumption demand, the emerging market space continues to increase, and new opportunities for development will continue to emerge.