First, the market concentration has gradually increased. At present, after a long period of exploration and development, the major sporting goods brands in the domestic market have established a relatively complete production and marketing network, occupying most of the domestic sporting goods market share. In the fierce market competition, well-known brands have gradually gained the upper hand, with annual shipments increasing year by year and increasing market share. A considerable number of brand enterprises will further squeeze the living space of small enterprises in the future development.
Second, the industrial cluster effect is obvious. In terms of output, China's sporting goods industrial clusters are mainly concentrated in six provinces (cities) such as Guangdong, Fujian, Jiangsu, Zhejiang, Beijing and Shanghai, with a concentration ratio of over 85%. From the perspective of enterprise agglomeration density and product categories, sports shoes are mainly concentrated in Jinjiang, Fujian, Dongguan, Guangdong, Cixi, Zhejiang and Kunshan, Jiangsu; Sportswear is mainly concentrated in Shishi, Fujian, Zhongshan, Guangdong and Haining, Zhejiang. Sports equipment is mainly concentrated in Fuyang, Zhejiang, Cangnan, Jiangdu, Jiangsu, Taizhou and Cangzhou, Hebei; Basketball, volleyball and football supplies are mainly concentrated in Shanghai, Tianjin, Fenghua and Fuyang in Zhejiang, and Changtai and Yonglin in Fujian.
Third, exports are mainly sports equipment, with a large trade surplus. 20 1 1 year, the total import and export volume of sporting goods industry in China is 1659438+0 billion USD, achieving a trade surplus of1524 billion USD. Among them, the import value was US$ 676 million, up16.40% year-on-year; The export value1591600 million USD, up by 8.75% year-on-year. From the type structure of import and export products, China's sporting goods industry mainly exports sports equipment and imports other related sporting goods. In 20 1 1 year, the export of sports equipment in China sports goods industry accounted for 48.87% of the total export; Other related sporting goods accounted for 67.97% of the total import.
Fourth, the situation of intellectual property rights has improved. In terms of patent application, from 2000 to 20 10, the number of patent applications for sporting goods industry in China with sports equipment, sportswear, sports shoes, sports caps, sports bags, golf equipment, billiards equipment and bowling equipment as search terms was 1099, with an average annual growth rate of 20.7 and 22.94%. Among them, utility models and invention patents are the main ones, and there are few applications for design patents, accounting for less than 2%.
Fifth, the development speed slowed down from 20 1 1. During the Eleventh Five-Year Plan period, the average growth rate of domestic sporting goods brand stores is about 10%, while the sales performance growth rate is about 20%. However, from the performance of 20 1 1 annual report of listed companies of major sports brand enterprises, the growth rate of the industry has gradually slowed down due to the influence of high inventory, rising costs and declining net profit. The financial data of the five major sporting goods manufacturers can be seen in this table. It is not difficult to see that in the context of the overall slowdown in industry growth, brand competition has intensified.
For the future, regarding the development trend of the sporting goods industry in China, Ma Jilong believes that it will be mainly manifested in the following five aspects:
1, the rise of trade protectionism will further affect the development of the industry. Since the outbreak of the financial crisis in 2008, trade protectionism in various countries has risen rapidly. Most developed and developing countries have taken measures, such as subsidizing their important industries and setting up trade barriers, to protect their industries from competition from foreign counterparts. Sporting goods industry is no exception, such as Indonesia, Brazil, South Africa and so on. Implement a trade protection policy for shoes and clothing.
2. The competition in the industry has intensified and it is facing a second reshuffle. At present, the first-line brands in the sporting goods industry are expanding to second-and third-tier cities, and the second-and third-tier brands are also actively entering the first-tier cities. The intersection of various brand markets is bound to intensify industry competition. At the same time, the emergence of problems such as inventory and cost will also accelerate the survival of the fittest of enterprises in the industry.
3. Emerging markets are competing to upgrade. After the industry growth slows down, sporting goods enterprises will increase their efforts to explore emerging markets in order to seek breakthroughs, and the competition for emerging markets will become more and more fierce. Taking the outdoor products market as an example, many international and domestic first-line brands have launched products aimed at this market segment and made business layout when the market prospect has been affirmed by the industry.
4. Sporting goods enterprises make efforts in e-commerce. At present, many domestic first-line sports shoes and clothing brands have announced that they will increase the development of e-commerce and put forward their own development plans. E-commerce in the sporting goods industry is not only a strategic layout to meet the growing online shopping needs of the younger generation of consumers, but also a tactical consideration to reduce sales costs and digest channel inventory.
5, sporting goods to achieve intelligence. The rapid development of high-tech such as nanotechnology and electronic technology has gradually been applied to the development of raw materials such as textiles. At the same time, because it can greatly enhance the function of raw materials, it is used in the production of sportswear and shoes, making the functions of sports shoes and clothes gradually intelligent.