Research On The Development Of Five Sporting Goods Enterprises Listed In Hong Kong

Experience China sporting goods industry from 2000 to 2009 in the high speed development of golden decade(both maintained an annual growth of 30% to 50%), forming a batch of represented by li ning, anta, peak sports goods outstanding enterprises. In 2010 ~ 2014 in five years, our country sporting goods enterprise overall spent the 2011-2013 recession stage and recovery stage of development from 2014 to 2015. Industry the situation has improved since late 2014, winter 2014, our country sporting goods industry added value(sports shoes clothing and accessories such as integrated) reached 241.8 billion yuan, up 15.89% from a year earlier, this is the first time since 2011 to achieve double-digit growth, shows as the outbreak of great potential for growth in emerging economies, it can be seen from the data: sporting goods industry being a cold wave after baptism for development opportunity, showing a strong overall recovery, to return to rapid growth momentum. With the strong support of national policy, the residents of the improvement of economic strength and sports consumption consciousness' ascension, in the future, the development of Chinese sports goods enterprises will be getting better and better. In this paper by the method of literature, mathematical statistics, comparative analysis and comprehensive analysis as the main research method, with the five listed in Hong Kong sports goods enterprises in our country's development as the research object(five companies are: anta, li ning, 361 degrees, peak and xtep), in-depth research and analysis with SWOT analysis method, put forward some Suggestions could be operated for enterprise reference, which have a certain research significance and value.Papers by applying SWOT strengths, weaknesses, opportunities and threats from four aspects, in-depth analysis and study from 2010 to 2014 five listed in Hong Kong sports goods enterprises development in our country, sums up the advantages are: warming the mid-term results dazzling, multi-brand strategy implementation, sponsorship resources advantages; Disadvantage is that the traditional channel mode, adverse, inadequate research and development costs, the average inventory turnover days long; Opportunity is: the national economic development and stability, the online fast economic growth, large segment of the market development space, actively supports the national policy, etc.; Threat is: human cost increases, the strength of competitors, in general, the five sports goods enterprises in our country development strengths, weaknesses, opportunities, less than the more threats, good prospects for development. In addition, the paper also respectively from settlement SO strategy, WO strategy, ST strategy and WT strategy put forward countermeasures accordingly, four perspectives is SO specific strategy: improve segmentation market, guide to guide retail mode, improve business ability, improve the effect of sports sponsorship; WO strategy: close to consumer preferences, mass market; Closely communication distributors, ST strategy: brand culture characteristic; WT strategy: channel pattern flattening, brand promotion. At last combined with the full text, from speed up market response, expand enterprise benefit, increased investment in research and development of joint venture and online collaborative development four angles are also proposed. Hope our sports goods enterprises can give full play to their strengths, seize opportunities, take the initiative to meet market challenges, to improve the deficiencies, improve market competitiveness, and also hope this paper can listed in Hong Kong sports goods enterprises to better development in our country to provide the reference basis.