Before the 2008 Beijing Olympic Games have just three years, China sporting goods industry has obviously felt the Olympic events in rapid footsteps. Some experts said that this year will be the worldwide sporting goods companies compete for "Beijing Olympic cake" the most important year, but throughout the country hosting the Olympic Games as the boom in the Chinese sports goods consumption will move toward unprecedented heights. This trend is also reflected in the current body of Bo at: June 24, the 16th China International Sporting Goods Show in Shanghai ended, nearly 1,000 domestic and international sporting goods exhibitors. View site development times for 16 million, including more than 70 countries and regions from the professional audience.
Brand enhancement efforts are still needed
Body reflects a phenomenon Fair focused: on the one hand, the rapid development momentum of China Sporting Goods Industry, market growing; the other hand, "quality" and "quantity" large gap between domestic production of sporting goods few high-end market, a firm place in the international brand. How Chinese enterprises seize opportunity and urgent hurry, make great accomplishments.
China has become the world's largest producer of sporting goods. According to the World Federation of Sporting Goods latest survey report shows that China already has more than 65% of the global sporting goods market share. However, Brand Experts point out that China is the world's largest producer of sporting goods, but also not really strong brand. Domestic "Li Ning" development for 15 years now, last year sales of just 20 billion yuan, but came back to China "boss."
Why? Sporting goods manufacturers in China are mostly small and medium scale, and more content in the domestic market, chipping away, like Li Ning, DHS and other efforts to "go out" business is still small. In addition, many international famous brand is not begrudge each year tens of millions of dollars into R & D costs, improving product technology content, thus control of the industry "standard", won the marketing initiative. At present, the standardization of Chinese sports brand in general is not high, up to the national recommended standard of very few companies. Domestic production of more than 360 kinds of sports equipment and facilities, only 29 species are of international sports organizations to use equipment approved for the race. Environmental standards in sports, pricing standards, social standards, and intellectual property rights and core competitiveness, improve the still high. And also from the World Brand
According to industry analysis, the current body Expo has the following three characteristics: First, more emphasis on sportswear brands such as the concept of stand to display the brand image; Second, rapid development of outdoor goods, products rich in the types of brand most international, most participating foreign brands, expansion in China based on the body Expo; third is the fastest growing fitness equipment, the momentum of the most vigorous, and in this body fitness equipment expo hall, Chinese and foreign brands to rival the situation has been presented .
This body, a head of Fair Organizing Committee, said: "As the host of the 2008 Olympics, China sporting goods company has many advantages, mainly in access to information and rapid response speed, which Now the information age will account for such a competition upper hand. "
But he also pointed out that China sporting goods industry, compared with the world-renowned sports brand, sales channel development, promotion and image building marketing outlets, there are still some shortages, especially in developing consumer market, increase brand awareness and reputation there is still a gap, so the host and foreign brand competition and there is no absolute advantage.
It is in this environment, the body Fair timely self-improvement for the Chinese sporting goods company and provides a platform for advocacy, implementation of brand strategy, brand training and development, Chinese enterprises participate in international competition is inevitable choice. Chinese sports brand enterprise strategy to achieve economic services for the Olympics, not only further enhance the quality of domestic sports, but also to promote the Chinese sporting goods company in the world market developments. National brand heavy attack
Fair this body, and many national sports brand is Bianzhao attack, for the growth of their brand, and promote "Made in China" efforts to influence.
Booth at the exhibition hall on the 1st, the "prominent" position to the Li Ning. It has long been used to look at the Chinese table tennis, gymnastics athletes wearing Li Ning apparel podium, but last year sales have risen to nearly 20 billion jump up Li Ning brand in China is clearly not content with only making a "leader."
In February this year, Li Ning NBA alliance with the United States, development of professional basketball equipment market; in April, Li Ning and world-renowned production company co-crystal, Swarovski crystal embedded in the Li Ning brand fashion tennis clothes. In recent years, Li Ning, the company has sponsored the Spanish basketball team, the French gymnastics team, the Czech gymnastics team, the Russian team and other students. Li Ning is not only Italy and France signed the top designers to improve product design, R & D Center was also established, through independent research and development and extensive international cooperation, and gradually have to synchronize with the international competitors, professional and technical capacity.
DHS special crystal ball sets in the world championships on fame. Many businesses rush to DHS body Expo booth inquiry, ordered 80,000 yuan a crystal ball sets.
To seize the opportunities, there are many domestic sporting goods manufacturers. Ding Junhui to win with, "Black Widow" Jeannette performed off to Shanghai billiards hot, they put on a large ring manufacturers to promote billiards products. Need to strengthen the core technology
"Patented product, do not take pictures." Fair in the body fitness equipment, venues and ride in from time to time to see fashion in the design of fitness equipment that bears a picture of the size of A3 paper, simple label.
"Our fitness equipment is the world's top is the Athens Olympic Games, the Sydney Olympic Games the only designated fitness equipment." "TECHNOGYM" the company's employees on the products with confidence, but on those hard to prevent imitation. "Our product is aimed at high-end market, like the show this treadmill should 190 thousand yuan. Past the body at Bo who had a photo copy of a film, go back and look a man in to do only sell one-tenth price not to, although it will simply not the same principle of construction, but will be able to deceive those amateurs, which in terms of our brand is not fair. "
But the appearance of the most vulnerable to counterfeit clothing exhibition hall, but not a label. Some enterprises have performed graceful, like the first time to enter the China International Sporting Goods Show I am China Manufacturers writer, reports some information about how to fix ipod , dvd r cd rw.
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