The Economic Analysis Of The Development Of China’s Sporting Goods Industry

As the sports industry in China, the development of the earliest modern development of the most mature sporting goods industry is one of the most important part of China’s sports industry. The sporting goods industry in China started from the middle of the last century, the development, from the development of a single form of state-owned enterprises to the various forms of "state, collective, foreign, individual" After decades of continuous exploration and enhance the basic enterprise mode. Local sporting goods company in China has grown from a simple start processing business embarked on the road of healthy and rapid development of today rely on their own brand culture, sound system and the industrial chain business model. As the two largest local sporting goods company, Anta and Li Ning After20years of rapid development, has become the team now has a sound governance framework, professional management philosophy, international endorsement of listed companies, respectively, occupy the third and fourth of the share of domestic sales of sporting goods. The course of development of the two companies can be used as a model in the sporting goods industry in China, and worthy of scrutiny and reflection, they did have a profound impact on the future development of China’s sporting goods industry.The article is divided into five chapters, each chapter is as follows:Chapter1Introduction. This chapter introduces the research background, significance, research ideas. In the high-speed development of the sports industry around the world today, China’s sports industry as a sunrise industry development how? Whether it can bring a large enough market to support the rapid development of China’s sporting goods industry long-term? Li Ning, former leader of why ANTA this year OEM small shoe quickly catch up? The study of these issues has important practical significance.Chapter2Overview of the sporting goods industry. Introduces the world of sports industry development status and the status quo of China’s sports industry and the problems:First, the overall size is too small, the market structure is not perfect; Second, the progress of the market of China’s sports industry is slow, does not appear to change in substance; Third sports industry structural deformities.Chapter3Overview of the sporting goods industry. Using the data tables intuitive introduction to the development of China’s sporting goods industry and the use of a simple analysis of five forces model of China’s sports industry, and finally introduces major sporting goods company.Chapter4Li Ning and Anta comparative analysis. This chapter is the focus of this paper, by comparing the history and culture of the Li Ning and Anta two local leading enterprises, strategic and marketing strategy, operations management, supply chain and financial data, identify individual strengths and weaknesses, and to explore the adaptation of the Chinese sporting goods market the development of the law.Chapter5Implications for the domestic sporting goods company. Chapter comparative analysis, in the final strategy to deal with the development of the Chinese sporting goods company is now predicament.The main conclusions of this paper are the following:First,major sporting goods companies should take the initiative to braking austerity strategy Close excessive and inefficient store, reducing the yield to digest inventory, the progressive development of professional sports competitions and mass sports culture.Second, in the case of a short period of time can not change the size of the market, changes in the enterprise’s development strategy, more resources to product development and branding to increase the value-added products.Third, China’s sporting goods companies to enter the international market is not yet mature, and should focus on the development of the domestic market.Fourth, the size and influence of China’s sporting goods companies have not yet reached the requirements of the development of multi-brand model, should move forward with ease, reducing the company’s brand. Clear market positioning, develop market segments to concentrate on looking for a breakthrough.Fifth, the asset-light model is not the market environment, Anta vertical integration model at this stage of the development of the sporting goods company.