Case Study On The Upgrade Paths Of Sporting Goods Enterprises

Producing for international sporting brand and earning low manufacturing profit are the current situations of most china OEM sporting enterprises.At the same time, majority of sporting goods retailers are governed by well-known international sporting goods brands which have powerful brand and retailer channel control ability, so that they couldn't gain favorable profit. How to launch industry upgrade to make better condition for sporting goods enterprise, furthermore,to get more benefit from global value chain and also to get higher customer satisfaction are the urgent problems.In this study, home and international well known brands Decathlon group, Nike corporation, Good family corporation and Li-Ning corporation are chosen to use integrate frame of effect factors to compare their different upgrade paths.Either external environment which is consist of social environment, marketing environment,technology innovation environment and technology alliance relationship or internal environment which make up of production capacity or supplier control ability, integration managment ability, technological innovation ability, creative talents, the ability of obtaining information resources, innovation operation model and financial ability would affect Chinese sporting goods enterprises on choosing and implementation of upgrade path china sporting goods enterprise.Firstly, external environment significant impacts upgrade path of case company. Secondly, corporation capacities determined upgrade path of case company, meanwhile, in the process of upgrading, capabilities play a safe-guarder role.At last, the paper presents upgrade path proposals for china sporting OEM enterprises and retailer enterprises.First of all, OEM enterprises should choose right time to upgrade, and accumulate original innovation by means of study and imitate. Then choose upgrade path like Nike and Li-Ning Corporation. Secondly, Chinese sporting retailer enterprises may choose retailer add ODM and OBM model by cost leading and difference strategies to achieve success upgrade.