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China Sporting Goods Industry Market Prospect and Investment Forecast Report

China Sporting Goods Industry Market Prospect and Investment Forecast Report

Last Update:2014-04-24

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The continuous popularity of nationwide fitness movement provides a broad market capacity for the development of China sports industry. The sporting goods Industry, as a fundamental branch in sports industry, also realize a rapid development. At present, China has become the world's largest sporting goods base, and sporting goods business has entered a steady growth stage.

In 2010, there were 329,000 employees in sporting goods enterprises above designated size cross the whole country, and the sporting goods industry achieved 8.3042 million Yuan of sales revenue. Under the stimulation of good macro-environment, upgrading household consumption, market demand recovery and big sports events holding, the sporting goods industry annually grew by 28.5%.

As to the development of sporting goods industry, global sporting goods industry is developing in a direction toward producing public sporting goods, new sporting goods as well as high-tech sports goods. Many countries' sporting goods industries perform very well, and they are all in a higher position in their national economy. In China, the development of sporting goods industry moves to the direction of diversification and multi-level. Some fields, like youth sporting goods, the old sporting goods, as well as fashion sporting goods are most worthy being invested. In addition, with the development of sporting goods industry and upgrading of products, the position of sporting goods industry in China's national economy will continue to improve.

As to the development trend of sporting goods enterprises, Nike, Adidas, and other international well-known sporting brands are speeding up to expand from Beijing and Shanghai to second and three-tiers cities; Some successful Chinese local brands, like Li Ning, Anta, Xstep, Kangwei, Deerway, 361°, Kinglake, ERKE are not only consolidating their market shares, but also making efforts to expand its market share in first-tier cities. It's expected that there will be fiercer competition among second and third-tiers cities, and the price war will also be increasing fierce. Domestic sporting goods brands will be enter a key stage of life and death; the industry will soon be in a transformation stage. In these instances, sporting enterprises should strengthen researches on market development, in order to attain development opportunities in the industry restructuring stage, then ensure enterprises' healthy development.

From the marketing modes of sporting goods, it has a stage changng from a traditional terminal store marketing mode to a diverse channel mode. Besides, there are more and more large-scale sporting goods malls and general merchandise stores of sporting goods. But with the increasing quantity of terminal retail stores, the competition becomes fiercer and fiercer. Due to rental cost rising and relatively huge inventory pressure and other challenges, the profit space descends; network marketing mode of sporting goods develop rapidly, and the sporting goods network malls have been spring up. In a word, online purchasing of sporting goods has become a trend.

The report mainly focuses on analyzing the overall development situation of sporting goods industry, and the development situation and competitive landscape in key regions; the consumption situation of sporting goods, the consumer psychology and purchasing behavior in key cities; the development condition of product market by product type; marketing modes and channels of sporting goods; as well as marketing development condition and successful marketing cases of sporting goods enterprises. Meanwhile, with comprehensive and specific first-hand market data in nearly 5 years, Forward helps you to grasp the market and development trends of sporting goods industry, so as to win advantages from competition!

Here, we would like to express our sincere gratitude to Bureau of Statistics of China, International Information Research Institute, Chinese Academy of International Trade and Economic Cooperation, Tsinghua University Library, Development Research Center of the State Council and Beijing Essence Forward Research Center, for their great support when we conduct this report!

Notice: All the market data, especially corporations' ranking data in the report, only for business reference. Please do not take the data for enterprise publicity. Thank you! Or Forward shall not take any responsibility for any consequences!

Qianzhan Business Information Co., Ltd. Industry Research Center
Research Team of Sporting Goods Industry


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