International Comparative Study On The Competitiveness Of Chinese Independent Brand Sports Goods Enterprises

Domestic sports goods enterprises are an important part of the manufacturing industry,but their overall competitiveness level is poor.Despite the strong development over the past 40 years of reform and opening up,there are still significant limitations in the distribution of the international market and challenges in after-sales service;Lack of awareness of brand globalization,low brand value effectiveness,and low market share in the international market;There are many problems such as weak technological innovation forces,lack of core competitiveness,insufficient supply of high-end products,and small enterprises without forming economies of scale.In the face of the current new development pattern,which has not seen great changes in a century,the demographic dividend advantage is gradually receding and the continuous phased impact of the COVID-19,the mode of relying on the input of traditional production factors to promote the expansion of the low-end sports goods industry has not been satisfactory.With the expansion and upgrading of sports consumption demand,it will provide more targeted and effective advice,and help sports goods enterprises seize the opportunity to strongly build their own brands and develop rapidly.Based on a comprehensive review of domestic and foreign literature,this article uses factor analysis to sample independent brand sports goods companies with top asset sizes in countries such as South Korea,Canada,Germany,Japan,the United States,and China.Based on the evaluation of enterprise competitiveness indicators,some international competitiveness indicators are proposed,and the competitiveness of sports goods enterprises in different countries is evaluated from four aspects,namely,scale competitiveness,market expansion ability,enterprise growth ability,and enterprise financial ability,from a micro level and annually.Each country selects independent brand enterprises with high asset size and sales volume,which basically represent the overall situation of independent brand sports goods in each country.Therefore,the total score of enterprises in each country can be used to represent the comprehensive competitiveness of independent brand sports goods in different countries.Finally,not only the competitiveness scores and rankings of sports goods in different countries each year can be obtained,but also the overall competitiveness rankings of sports brands in various countries can be obtained.The details are as follows:(1)Horizontal analysis:Analyze the competitiveness scores and rankings of sports goods enterprises in different countries with the same ranking by year.(2)Longitudinal analysis: Summarize the scores of representative enterprises in various countries to compare the comprehensive competitiveness of sports goods in different countries.(3)Analysis of different years:Analyze the competitiveness ranking changes of sports goods enterprises in China and other countries from 2019 to 2021.And draw the following conclusions: China’s independent brand sports goods as a whole are at the lower middle level in the world.In terms of scale competitiveness,China’s independent brand sports goods enterprises are lagging behind;In terms of market expansion capacity,Chinese independent brand sports goods enterprises are at the most backward level;In terms of enterprise growth capacity,China is at an upper middle level;In terms of corporate finance,Chinese independent brand sports goods enterprises are in a leading position.Finally,based on relevant government and national policies,more timely and targeted suggestions are proposed for sports goods enterprises in terms of enhancing their design innovation capabilities,improving their business management level,taking the creation of core technologies as a breakthrough,and emphasizing brand building.