Sporting Goods Manufacturing Finds the Next Spring

Shishi has a large number of sporting goods manufacturing enterprises, but it is truly one of the well-known brand companies in the province and even in the country. According to statistics from authoritative departments, the annual industrial output value of the above-scale sporting goods manufacturing industry in the city was 610 million yuan this year. The half-year industrial output exceeded 400 million yuan, and the total annual estimate is hardly over 1 billion yuan. Compared with the "neighbor" Jinjiang sporting goods manufacturing companies, such figures are slightly "cold."

Right now, Nike, Adidas and other international brands are rushing to the second and third tier cities; Li Ning, Anta and Peak have taken the route of “encircling the city from the countryside”; Taobao rest assured that the stores of the seven wolves, tigers and other brands of men’s clothing are in the sports industry... If you say 2000 Years and years before and after 2008 were the golden development cycles of sporting goods manufacturing companies. So, Shishi sporting goods manufacturing companies that have missed the opportunity to develop can find their own spring?

A. The competition is fully upgraded "The sports brand will soon be integrated and merged. It is estimated that there will be 5-8 major brands by 2012. And Adidas may even be squeezed out by 'Anta'." At the beginning of this year, Wang Qi The answer to the question whether “Shishi sporting goods manufacturing enterprises with a single-company production value of less than 1 billion yuan still has the opportunity to be promoted to the 'three major poles’ in the domestic sports goods market” is, in fact, the international and domestic sporting goods market in 2008. Great changes took place before and after the Beijing Olympic Games. Sporting goods brands are also accelerating the competition.

As a well-known domestic sporting goods manufacturer, Li Ning signed a concession agreement with the actual owner of the KAPPA brand and BasicNet Group in Italy in 2002. The company exclusively distributes KAPPA brand products and related product technologies in China with an agency term of 5 years. It is operated by Li Ning subsidiary Beijing. In 2005, Li Ning transferred the entire equity of Beijing Dongxiang and the exclusive agency right of KAPPA brand due to the same product positioning of KAPPA and Li Ning. After the former “Li Ning Ren” and Chen Yihong’s “Miao Bi Sheng Hua”, Beijing Sports has now become a total market capitalization of 256. Billion-dollar listed companies own KAPPA brand ownership and permanent management rights in China and Macau. In short, the KAPPA brand in Mainland China and Macau is “made in china”. "Kappa was not Li Ning's last but he took a crucial step in bidding for an international brand, which also gave inspiration to other domestic sporting goods manufacturers." Wang Qi said.

After undergoing a "labor pain", Li Ning transferred the acquisition direction to China. At the end of 2007, Li Ning acquired a total of 57.5% of the shares of well-known sports brands and leading enterprises in the field of table tennis. After the completion of the agreement, Double Happiness became an indirect non wholly-owned subsidiary of Li Ning. After having tasted the sweetness of the acquisition of Double Happiness, in July 2009, Li Ning acquired Kason, one of the three brands in the Chinese badminton equipment market, and fully grasped the leading production technology and R&D capabilities of the badminton industry. Not only that, in July 2008, Li Ning also signed an agreement with well-known Italian sports brand Lotto to get the brand's 20-year exclusive franchise in China.

At the same time, Jinjiang sporting goods manufacturing companies that “waved behind the Yangtze River” have also taken steps to bid for internationally-renowned brands or cooperate with world-renowned brands. In August last year, Anta took the Italian brand Feila's Chinese trademark for animation rights and operations in Chengdu at a consideration of RMB 332 million. It took the first step in bidding for an internationally renowned brand; in 2006, Xtep signed with the Spanish brand KOLING. A 20-year contract has become the exclusive agent of the brand Greater China. In 2007, Xtep also partnered with the United States Disney Corporation and was granted a license to distribute Disney Sports products in Hong Kong, Macau, Taiwan and 21 global emerging market countries.

"From the current point of view, the brand enterprises that enter the 'three poles' of the domestic sports goods market will not place the tentacles of bids on the domestic market." Xiao Fu, who once worked as a planning manager at Fei Ya Shi, believes that except for the Double Happiness and Kai Sheng and other professional companies in the field outside the lead, the country has basically no acquisition goals, "Now Li Ning, Anta will only buy sports equipment companies to supplement their own industrial chain." Xiao Fu said that "the three pole" business in one or two The PK of the third-tier cities has been fully upgraded. The products of other sporting goods manufacturing companies will become increasingly difficult to establish. The elimination of the vast majority of companies with low production capacity and weak brand influence is a general trend.

B. Interpretation of Kaisheng Mode

Speaking of Kason, Shishi people are not unfamiliar! Last year, Kaisheng teamed up with Li Ning, becoming another major international, diversified and multi-brand company.

Why choose Kason? Because Kason has too much capital to show off, Katsun has created multiple "firsts" in the domestic badminton field. As early as 1992, Kason became the first domestic player to use images to represent badminton brands. In the second year, Kason's first full-carbon racket series went on the market and became the leader in domestic badminton production research and development; 1996 Kason selected R & D and production of aluminum-carbon one badminton rackets, becoming the first Chinese brand to develop and produce this series of products at the time; in addition, Kason has always been concerned about the development of the "Gold Team" Chinese badminton team and sponsored the China National Youth Badminton Team. Gong Zhichao, Ji Xinpeng, and Zhang Ning and other domestic badminton players will have the Kason brand behind them. Bao Chunlai, Yan Pei, and Xie Xingfang also won the title with “Kason.” “It can be said that Kay The victory over Chinese badminton is similar to that of Double Happiness in Chinese table tennis," said Wang Pingdong, chairman of Shishi Kaisheng Sporting Goods Co., Ltd., confident that this was also won by gold medal coaches Tang Xianhu, Li Yongbo and numerous Olympic gold medalists. The affirmation.

But in fact it is difficult to deputize!

Since its inception, Kason has always been centered on quality and technology research and development. Although the brand has great influence and good reputation on the market, sales have always encountered bottlenecks. “This is mainly related to the entire domestic badminton environment.” Shishi Mr. Chen, sales manager of Qiang Sporting Goods Co., Ltd. introduced that although badminton and table tennis occupy an important position in the domestic sports industry, due to low value-added products and low sales prices, the entire sales volume has always been low, and on the other hand, It is the long-term drive of Yonex, a world-renowned brand, who has firmly grasped the initiative in the high value-added high-end market. In front of Yonex, domestic badminton racket production companies even if they later involved in the field of Li Ning, Double Happiness "collective weakness", there is no right to speak, "to do standard and Baotuan development is the key." Shishi City Quality and Technical Supervision Secretary-General Wang Zhifang introduced, for For the badminton racket industry, the core competitiveness is technology research and development that is difficult to duplicate. This year, the badminton standards jointly completed by Ka Shing Sporting Goods Co., Ltd. and Qiang Sporting Goods Co., Ltd. will be awarded as first prize.

After entering the "Li Ning Legion" main attack low-end badminton racket market, Kai Sheng not only in terms of funds is more abundant, and brand influence also increased dramatically with the day, more importantly, "Li Ning big brother" hand in hand with "Kason younger brother "Come forward together! In this year's body expo, Li Ning, together with the Kason brand and some of the products of the Double Happiness brand, are exhibited. In September, the world champion Cai Ye/Fu ** won the 2010 China Badminton Masters Championship with the new Kason equipment; Kason. The 3V3 event is in full swing nationwide. “Before this, within a year, there were so many activities and brand promotion opportunities that were not possible for Kason. After Li Ning was hired, everything was possible.” said Wang Qi. The "Kasheng", which is not bad for money, is fully capable of becoming the sales champion of the domestic low-end badminton racket market.

C. Breakthrough of Shishi Enterprise "Feeling that CCTV Sports Channel really is the Jinjiang Channel, Anta, 361°, and Xtep debut every day. Shishi also does sports industry, but it is hard to see our company's presence." Love sports and understand sports brands The public Ma Shanlin made his own voice and said the public's question: Will Shishi sporting equipment be a big obstacle? In the minds of Shishi people and even Chinese people, the name of Shishiji sporting goods manufacturing company is still unfamiliar, and there are few corporate dynamics that surround it. Brand formation of a strong purchasing power, it is impossible for consumers, but in fact, Shishi sporting goods manufacturing companies have begun to look for spring.

Last year, the appearance of the Shishi sporting goods manufacturing enterprise has been renewed. The “face” referred to here refers to the official website. It has been observed that the official websites of Shishi sporting goods manufacturing companies, including Pec and Premier, have been fully launched. Although they have been slightly inferior to the official website of Anta, 361°, Xtep and other famous enterprises, they are at least compared with the official website. Significant changes, more stylish and popular elements. For example, to open the company's official website, the first thing that catches the eye is the sensation of flowing fashion. The home page sets four derivative sub-catalogues: corporate exhibitions, sports stations, casual shoes, and interactive stations, which are in line with modern apparel companies and brand sports goods manufacturing. The construction features of the company's official website, "these websites and the domestic first-line sports brand official website settings have not much difference, this shows that Shishi sporting goods manufacturing companies have been improving." Wang Zhifang said.

Obviously, merely changing the official website is not enough. Shishi sporting goods manufacturing companies have also tried or already touched the capital market. At the end of last year, Warriors, which produces premium brand casual shoes and leather shoes, conducted an IPO (initial public offering) on ​​the Toronto Stock Exchange of Canada, raising a total of 240 million yuan in funds and realizing the miracle of listing "lightweight" footwear brand names. It also led the upsurge in the listing of many domestic small and medium-sized shoe and clothing companies. After listing, Premiership has apparently had sufficient funds in retailing and distribution, as well as increasing production capacity and marketing, and its brand influence has also increased.

It is understood that, in addition to the noble, the Saiqi (China) Sporting Goods Co., Ltd. recently held in the 2011 spring and summer new product orders, the chairman Cai Jianlei put forward the goal of achieving the Psyche brand in five years, and in this five During the year, the promotion of channel construction and upgrading of terminal images was accelerated. Prior to the launch of the listing target, Sage had already done a lot of work this year: in April, it sponsored the first China Boxing League; in July, it cooperated with Southeast Satellite TV’s “Starlight Assembly” to create cross-strait banks. Entertainment artistes music event; September, sponsored the 2010 Asian Cup women's volleyball... Obviously, Shishi sporting goods manufacturing companies are looking for spring.

D. "Blue Ocean Strategy" may be the way out of the "three major" sports corps ambush ten times, Shishi sporting goods manufacturing companies how to break through, Wang Chi, vice president of the Chinese competition management group believes that "Blue Ocean Strategy" may be the way out. What he referred to as "Blue Ocean Strategy" refers to the fact that other brands of sporting goods manufacturing companies, such as golf, swimming, horse racing, and outdoor sports, who are fine, strong, and large, are currently out of control, and the industry currently does not have a leading brand. Li Ning, Anta, Nike, such as the production of large and complete footwear products, production value of only 10 billion Shishi sporting goods manufacturing companies is difficult to break through." Wang Qi said.

According to current earnings reports issued by Anta, Xtep, and 361°, the branded sportswear manufacturing companies sold more clothing this year than their footwear counterparts. This shows that consumers have more demand for sportswear, and the Shishi was held at the end of last year. At the report of the research report on the development of sports and related industries, one data is worthy of attention. The total output and added value of the Shishi sports apparel manufacturing industry accounted for more than 60% of the sports and related industries and sports manufacturing industry, accounting for Fujian's sports apparel manufacturing industry. One-third of the total output, “Basically, all of the garments produced by Jinjiang’s branded sportswear manufacturing companies are placed on Shishi OEM. Shishi can be regarded as the processing and production base of Jinjiang brand enterprises.” Zhao Jin, the responsible person of the product manufacturing company, introduced that the company rebranded well-known brand companies with sales of over 3 billion yuan such as Peak and 361°. “This is why Shishi sporting goods manufacturing company was in the post-financial crisis era. The number is still huge, but there are few self-owned brands. Most companies are processing OEM products." Zhao Jin said, Jin Jiang Anta, Xtep, 361° and other brand enterprises have supported hundreds of OEMs of stone lions every year with an increase in output value of 20%, but as the Midwest region takes over the transfer of coastal industries and the textile and garment industry chain in the region is gradually improving, Many branded sportswear manufacturers in Jinjiang have established sub-production bases in Hubei, Hunan, and Jiangxi provinces or handed some orders to processing companies in the Midwest provinces and cities, while the number of orders for Shishi OEMs will become less and less. "The other major reason for the reduction in the number of orders is the increase in labor costs and the sharp drop in the number of workers." Wang Zhifang said that for today's OEM companies, the most important is the workers, but this year, some sporting goods manufacturers The number of workers has been significantly reduced compared to previous years. Some of the orders that were originally held by the winning tickets have also been transferred to the central and western provinces and cities. "Orders may be less and less." Zhao Jin believes that the adjustment and upgrading of coastal industrial structure, the technical content is not high, additional The low value of extensive OEM companies is the first wave to be eliminated, "This is also the trend of the times, economic development to And the necessary process of industrial adjustment."

Not only is the OEM advantage gradually lost, but also the market share of sporting goods in the country’s second and third tier cities has been greatly reduced year by year. The first-line brands such as Nike and Adidas who have already firmly grasped the initiative in the first-tier cities are now laying down their positions and are making efforts to enter second, third and even fourth- and fifth-tier cities, while Anta, Peak, 361° and others are committed to “surrounding cities in the countryside”. The Jinjiang brand company “has accumulated a lot” and has now begun to attack the city in the first-tier cities, connecting with Nike and Adidas, and the third- and fourth-tier cities where Shishi sporting goods manufacturing companies originally depended on are now in full swing. “Although some Shishi Sports Supplies manufacturers are looking for the spring, but it is still difficult to say whether they can be found.” Mr. Fang believes that if the industry continues to take the big and the whole road, rather than looking for a different space or blue ocean, waiting for Shishi sporting goods manufacturing companies may be more The market is "cannon fodder," not spring.

Related links Fujian will introduce policies to support the development of the sports industry From October 12th to 14th, Li Chuan, the deputy governor, led officials of the provincial government office, the provincial economic and trade commission, and the provincial sports bureau to build a Haixi modern sports equipment base, and to Quanzhou City. Sports industry development survey. Among them, the research team came to Shishiqiang, Shishulang, Kason and other sporting goods manufacturing companies field research.

Through investigation, relevant departments of Fujian Province will conduct comprehensive and systematic research on the internationalization of sportswear industry brands, industrial informationization, personnel training, headquarters economic construction, industrial transformation and upgrading, and public service platform construction, and introduce more compliances. Enterprises develop practical preferential measures to promote the further development of the entire industry. At the same time, the research team also encourages the majority of business owners to explore new ideas, inject new consumer elements and technological content for the sporting goods industry, enhance the connotation of the original industry, form a new type of industry, and drive the transformation and upgrading of the entire industry.

In the 10th year, the Sports Industry Group issued a report on the “Report on the Proposal for Establishing a Modern Sports Equipment Base in the Hercynian Sea”. Quanzhou set out to plan and construct the Jinjiang, Shishi, and Nanan standardized sporting goods industrial parks, and actively planned to hold regular sporting goods expositions for 10 years. Around the time, nurture 1-2 internationally renowned sports brands and create 3-5 sports industry groups with comprehensive strength. Implement the "Several Opinions on Accelerating the Development of the Headquarters Economy" and supporting documents, and promote the substantive progress of the headquarters economic zones such as Chengdong, Beifeng, Jiangnan and Jinjiang as soon as possible.

Glossary of terms, two places, a center -

The so-called “One Belt” is to plan and build coastal sports leisure industry belts with world-class standards on the two sides of more than 20 square kilometers on both sides of the coastal major channel (Jinnan Section); “two places” is to build a global sports equipment manufacturing base and National sports training base; "a center" is to create a national center for sports events.

The three poles of sporting goods manufacturing -

The senior experts in the domestic sports industry believe that the first is Nike, Adidas, Li Ning, and Anta who later resides. The second pole includes Beijing Trends, 361°, Xtep and Peak and other Hong Kong-listed companies. The third pole includes Hongxing Erke and others and does not occupy major sports. Gold resources company. According to the financial report of the “Big Pole” companies in 2009, the first legion’s sales were between 5% and 10 billion yuan, the second legion’s sales were between 3-4 billion yuan, and the third legion’s sales were Home is about 2 billion yuan.

Heshan Stone "neighbor" sports goods manufacturing enterprise "acceleration"

Sporting goods marketing, sports stars are undoubtedly the best spokesperson. After years of development, Anta, Peak and other Jinjiang brand companies also have qualifications and strengths in the domestic and Nike, Adidas peak debate "spokesperson."

Battier, Scola, Artest, Kidd, Richardson, Francis ... NBA stars that were originally only Nike, Adidas and other top global sporting goods manufacturers have now been transferred to Anta, Peak. embrace. This summer, Anta even signed "Garnett" Garnett. As the media has said, Peak or Anta's spokesmen form an NBA team and can compete in the playoffs or even the championship. "Now wear Anta or Peake and it's not shameful." Often dressed as a sports brand Citizen Wu Kaile said that even a few years ago, even if Anta, Peak, these brands no matter how discount promotions, he will not buy one into the store. At that time, Nike or Adidas was his favorite. After several years passed, Wu Kaile also wore Li Ning, Anta or Peak. “Have you found out that these Jinjiang brand prices have also come up now.” The price increase is due to reasons, excluding raw materials, rising labor costs, and the biggest incentive for price increases. From the market, if the market does not accept products, price increases will not be discussed.

The numbers explain everything. In 2007, Anta's annual sales were close to 3.2 billion yuan. Last year, sales reached nearly 6 billion yuan, this year's target is 10 billion yuan. As of now, Anta has completed sales of more than 6 billion yuan; 2006-2009 Peake Sports has maintained an 80% increase in sales for three consecutive years. In 2009, Peak achieved sales of 3.095 billion yuan, an increase of 51.6%, and net profit increased by 67.1%, reaching 628 million yuan***. As of the end of June 2010, the number of retail outlets increased to 6,768. In 2008, Xtep's annual revenue was 2.847 billion yuan. Its Vice President Ye Qiqie said that Xtep's sales of 5 billion yuan this year are basically no problem. Up to now, the total number of Xtep branded retail stores has reached 6,579; 361° has submitted annual financial reports for the year. The company's annual turnover was 4.33 billion yuan, a year-on-year increase of 25.7%, and net profit was 916 million yuan. The number has reached 6,927.

In addition to rapid growth in sales and number of stores, "neighbors" in Jinjiang's sporting goods manufacturing companies also actively use various channels for marketing. For example, Anta defeated Li Ning last year and Adidas became the exclusive sports apparel sponsor of the Chinese Olympic Committee; Xtep sponsored the Premier League Birmingham team in the five European leagues and became China's first sporting goods manufacturer to enter the European League; 361° became an advanced cooperation for the Asian Games. Partners, the global official sponsor of the Olympic Council of Asia (OCA); Peak has become the official partner of the WTA (International Women's Federation of Professionals) Tour Asia Pacific Region. According to industry sources, the annual advertising and promotion expenses of the above-mentioned enterprises are over 500 million yuan.

“The Jinjiang sporting goods manufacturing companies like Anta will run faster and faster.” Wang Qi, vice president of the China Sports Competition Management Group, stated that he has established a national sports industry base and the Jinjiang city government has established a sports industry. After the planning of the “One Belt, Two Areas, and One Center” (referred to as the '1-2-1' Action Plan), Jinjiang sporting goods manufacturing companies will have more room for development.