The Development Of Sports Shoes And Clothing Market In China

The sports footwear market is a department that provides design, manufacture, sales and service for sports shoes and clothing. It includes the design, construction and maintenance of sports venues. The design, manufacture, sale and installation of sports equipment, the design, production and sale of sports clothing, shoes and caps. The scale of China's sporting goods market has gone from small to large, from imitation to self innovation, from planned economy to market economy, from closed self-sufficiency to international market transformation.

　　 Competition among brands in the market

If there is competition in the market, we can better promote the development of the market in competition. The extrusion of transnational sporting goods enterprises to domestic enterprises is generally divided into three stages: first, processing with cards; two, laying factories; three, by means of holding shares, annexing and monopolization of domestic brands. International famous sporting goods such as "Nike" and " Adidas "And" Reebok "have already entered China, and they occupy a large market share in China. Famous domestic sporting goods brands such as "Lining", "Anta" and "Hongxing Erke" have joined in fierce competition, trying to gain their own interests in China's large consumer market. However, because China's own brand does not have an accurate brand positioning, it can not convey to customers the concept of cultural management of their company, but a big price war, and finally the stone is still on its own feet. Therefore, the profit margins of the brands are lower and their competitiveness is weaker compared with the world famous brands.

　　 Enterprise marketing ability

The marketing ability of an enterprise includes the market research of an enterprise. Market sales Market development, sales channels, and market evaluation. Timely occupation of the market and more consumers and potential customers are prerequisites for the survival and development of enterprises. Therefore, the accurate grasp of market consumption trend, new product market potential, product market share, market competition structure, and consumers' preferences for different age groups, different gender, different income levels, different educational levels and different occupations directly affect the rise and fall of enterprises. In recent years, the active market has played a positive role in the circulation of sporting goods. Over a short period of time, excessive profit making marketing has become a disorderly competition, and has also provided conditions for survival of a large number of inferior products. Many manufacturers simply pursue short-term profits, but do not attach importance to the sustainable development of products and brand services, it is difficult to cater to the tastes of consumers.

　　 Sales channels of enterprises

There are three ways to sell sporting goods in China: distribution, agency and exclusive store. However, with the diversification of products, single channel mode, such as monopoly and franchised products, has been used more frequently in China's sporting goods industry. As a result, manufacturers are attracted by the high profits brought by monopoly rights, in exchange for business promotion of their products, and this marketing channel can no longer meet the needs of diversified sporting goods sales.

　　 Sports technology development, development and transformation capabilities

Generally speaking, the ability of technological development, development and transformation of enterprises refers mainly to the ability to develop new products, which is developed by the trend of the society or developed before the trend, enabling consumers to accept new technologies and methods. At present, the production technology level of most sporting goods manufacturers in China is relatively low, and the R & D capability is not strong. The sporting goods production base represented by Fujian, Jiangsu and Guangdong has been engaged in OEM production for many years, and processed products for famous foreign sports brands. The cheap labor force has become the main factor for their interest, but has ignored the most important part of promoting the new generation of products. In addition, the scale of enterprises also has a serious impact on R & D level. They do not have enough capital to carry out technological innovation, and lack of stamina in production. Even if more products are exported, they can only earn a small amount of processing fees. Although many industries in the world are infiltrating into our country, it is just the transfer of production, and the knowledge and technology that are really useful to us have not been transferred. It is very difficult to promote the development of the local industry.

　 Production status of sporting goods enterprises

Our country Sports goods Although the products produced by enterprises are very rich and have many products, the products that attract the public eye are relatively single. Because many enterprises do not have core products to support, the result is that enterprises can not accurately brand positioning, and can not let the public have a deeper understanding of the brand. A lot of enterprises follow the trend of the world and follow the footsteps of others. They follow the steps of others, and which products sell well, so they do not have their own unique brand product development ideas. But for some sports products that need to be developed but can not be developed or still have great development space, the enterprises fail to grasp them well.