"Made In China" Accounts For 65% Of The World's Sporting Goods.

Recently released China sports industry 2010-2011 development report ( Hereinafter referred to as the "report" shows that "made in China" now accounts for more than 65% of the world's sporting goods industry. However, China's sporting goods industry is "big but not strong", and its industrial structure needs to be optimized and upgraded.

　　 High growth momentum began to slow down

As the most open and competitive sector in sports industry, China Sporting goods industry Sustained and rapid development in recent years. The report shows that from 2006 to 2011, the added value of sporting goods industry increased year by year. In 2011, the added value of sporting goods industry is expected to reach 176 billion yuan, accounting for more than 80% of the sports industry. At present, "made in China" occupies more than 65% of the world's sporting goods industry. China is also the world's second largest sporting goods consumer market next to the United States.

However, since last year, the development of China's sporting goods industry has slowed down. During the "11th Five-Year" period, the average growth rate of domestic sporting goods brand stores was about 10%, and the sales growth rate was about 20%. But the annual report of sports brands listed in China in 2011 shows that the industry is slowing down due to high inventory and rising costs. According to the report, competition among brands will further intensify in the future under the background of overall slowdown in industry growth.

The report points out that another major feature of China's sporting goods industry is the gradual increase of market concentration and the obvious effect of industrial clusters. From the perspective of output, China's sporting goods industry is mainly concentrated in 6 provinces and cities in Guangdong, Fujian, Jiangsu, Zhejiang, Beijing and Shanghai, with a concentration rate of more than 85%. From the perspective of the density and product category of the enterprises, sneakers are mainly concentrated in Jinjiang, Guangdong, Dongguan, Zhejiang Cixi and Jiangsu Kunshan in Fujian; sportswear mainly concentrates on Fujian lion, Guangdong Guangdong and Guangdong; sports equipment is mainly concentrated in the following areas: basketball, volleyball, tennis, football, etc.

　 Sports equipment propped up half the sky.

For a long time, Sports equipment The industry has always been the "pillar" of China's sporting goods industry, and the sales volume and growth rate of the sports equipment industry are higher than those of the two other sub sectors of sports goods industry -- sports shoes and sportswear industry.

According to the report, in 2010, 8 sporting goods listed companies realized a total sales of sportswear sales of 16 billion 146 million yuan, an increase of 25.89% over the same period last year, achieving 13 billion 198 million yuan in sales of sports shoes, an increase of 14.90% over the same period last year, while the sports equipment industry above designated size enterprises achieved 83 billion 43 million yuan in sales revenue in 2010, an increase of 28.54% over the same period last year. From the perspective of export trade, the sports equipment industry also has the largest contribution. In 2011, the total export volume of China's sporting goods industry reached 15 billion 916 million US dollars, which achieved a trade surplus of US $15 billion 240 million. Among them, sports equipment exports accounted for 48.87% of total exports.

According to the report, at present, the high-end market of sports shoes and sportswear in China is dominated by foreign brands, but domestic brands have begun to compete and have some competitiveness. The middle and low end market is dominated by domestic brands, and the market size is considerable. In sharp contrast, sports equipment high, medium and low end markets are all domestic brands, while foreign brands have limited voice.

　 The future: the industrial structure needs to be optimized and upgraded.

According to the report, the main development bottlenecks of China's sporting goods industry are: first, the lack of core competitiveness of enterprises, the brand superiority has not yet been fully formed, and in the global division of labor is at the low end of processing and manufacturing; two, the phenomenon of industrial infringement is serious, and fake and inferior products are flooding the market and excessive competition exists. At present, the domestic and foreign macro-economy is stagnant. In the future, with the decline of the low cost advantage of Chinese labor force, it will promote the optimization and upgrading of the industrial structure of Chinese sporting goods enterprises.

The report also pointed out that in recent years, international brands began to expand to two or three or even below cities in China, competing for low-end markets with domestic brands, and two or three line brands also actively entering the first tier cities, and the intersection of brand names is bound to exacerbate industry competition. Meanwhile, problems such as inventory and rising costs will also accelerate the survival of the fittest in the industry.