Abstract: With the improvement of people's living standards in China, people pay more and more attention to physical health. The vigorous rise of national fitness has stimulated the development of sports industry. As an important part of the sports industry, the sporting goods market is favored by investors, and the marketing effect of sporting goods enterprises is directly related to the fate of sporting goods enterprises. Therefore, the study of marketing in this field is not only conducive to the formulation of marketing strategies and strategies for sporting goods enterprises, but also conducive to expanding the market and improving the economic benefits of enterprises; It is also conducive to the healthy and rapid development of the entire sporting goods market.
Keywords: sporting goods; Market; marketing
With the integrated development of global economy, politics and culture, sports has become an important economic resource, developing towards industrialization and becoming a new growth point of social and economic development. Sports is not only a physical activity, but also a psychological activity. Practice shows that proper sports activities not only contribute to physical health, but also have a positive effect on mental health. People can not only satisfy the stimulation of a sport itself and feel the satisfaction of entertaining themselves, but also achieve the purpose of relieving mental stress and improving self-confidence in life through appropriate exercise, thus improving bad mood and promoting the development of positive mental state.
First, the analysis of the current situation of sporting goods industry in China
According to public information, since 2007, the sporting goods industry has ushered in the peak of investment and financing. Prior to this, in 2005 and 2006, textile and garment enterprises including Red Star Hongxing Erke and China Trend received 12 investments, and in 2007 alone, the amount rose to 20. With the success of the 2008 Beijing Olympic Games, the enthusiasm for investment and financing of sporting goods is high. The investment and financing case of textile and garment enterprises in that year started from 2 1. Although this figure was slightly adjusted back to 17 in 2009, due to the climax of sporting goods companies landing in the capital market since 2007, the investment enthusiasm of investment institutions in this field was 2,065,438+.
(1) A big producer rather than a powerful country. China is a big producer of sporting goods, but its own brand share in the world sporting goods market is very small. According to the data of the World Sporting Goods Federation, China has become a big producer of sporting goods, accounting for 65% of the world market. However, at present, in the world sporting goods field, American brands account for 45% of the global market, while Europe accounts for almost 30%. China's brand share is very small, which is inconsistent with its manufacturing status.
(B) China market brand competition is fierce. Internationally renowned sporting goods such as? Nike? 、? Adidas? Such enterprises have entered China and occupied a large market share in China.
(3) Lack of core products and unreasonable product structure. China's sporting goods enterprises produce single products and lack core products. As a result, enterprises can't accurately locate their own brands, and the public can't have a deeper understanding of brands.
Second, China sporting goods marketing environment analysis
(A) Sporting goods enterprises to enhance marketing awareness. In the fierce competition environment, most enterprises have realized the importance of marketing.
(2) Cluster development of sporting goods enterprises. In some areas, relying on the advantages of resources, science and technology, talents, information and policies, a large number of key enterprises have risen rapidly on the basis of processing with supplied materials and small-scale decentralized operation in the past, forming export production bases of sporting goods with agglomeration advantages: namely, the export production base of the Pearl River Delta with Guangzhou as the center and the export production base of Fujian coastal areas with Fujian as the center.
Third, China sports goods market problems
(A) Most enterprises have weak brand awareness. The so-called brand awareness refers to the basic concept of brand and brand building, which is a comprehensive reflection of brand values, brand resources, brand rights and interests, brand competition, brand development, brand strategy and brand building. Internationally renowned sports brands enter China mainly through cooperative investment and OEM. In this way, they only need to move their design scheme and technology to China, and take advantage of the low labor cost in China to produce products that can bring them considerable profits.
(2) Low scientific and technological content and poor independent innovation ability. At present, the production technology level of most sporting goods production enterprises in China is low, and the research and development ability is not strong. Sporting goods production bases represented by Fujian, Jiangsu and Guangdong have been engaged in OEM production for many years and processed products for famous foreign sports brands. Most independent sporting goods rely on imitation, and the added value of products is low. Enterprises pay more attention to how to use the advantage of low price to obtain market and profit, while ignoring the research and development of product technology. As a result, products with low added value and low profit rate occupy the leading products of enterprises.
(C) weak brand marketing capabilities, simple means. At present, the brand marketing system of most domestic sporting goods enterprises is not perfect, and there is a lack of professional brand marketing planners. The concrete manifestations are as follows: first, most of them attach importance to the company image and ignore the establishment of the product's own brand image; Second, pay attention to promoting products and ignore the added value of promoting products; Third, pay attention to the general characteristics of product brands and ignore the special personality of product brands.
(4) Channel strategy. The distribution channels that enterprises can choose are direct channels (direct sales) and indirect channels (agent sales); Long channel and short channel; Wide channel and narrow channel. The current distribution channels of most sporting goods enterprises in China are: manufacturers-agents-wholesalers-retailers-consumers. With the development of market economy, the sales channels of sporting goods are developing towards the manufacturer-retailer-consumer sales model, from long channels to short channels, and more and more enterprises are engaged in direct selling. Sporting goods enterprises should strengthen the management of distribution channels and carefully choose distributors. Investigate the dealer's sales ability and economic strength, reputation and cooperation attitude, market coverage, staff quality and sales experience; Establish a scientific incentive system for dealers, establish cooperation, partnership or distribution planning according to the different qualifications of dealers, so that the interests of both producers and sellers tend to be consistent; Evaluate dealers regularly,
References:
[1] Yu Rongzhuo. Research on Brand Marketing Strategy of Li Ning Company [J]. Jiangsu Science and Technology Information, 20 10(7)