Sports Brand Warfare: Seek Differentiated Competition And Divide The Market.

"P > < strong > innovation to seek differential competition < /strong > < /p >

Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, said at the forum that the homogenization of the domestic sports products industry is serious. In the future, the local sports brands should move forward from the low end of the "smile curve" to the high-end (design, channel links), and take the road of characteristic, branding, and scientific and technological P.

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< p > in fact, enterprises have begun to try to upgrade from the past simple manufacturing process to technology innovation + brand promotion.

According to Ding Shizhong, chairman and CEO of Anta's board of directors, Anta's investment in product development has increased year by year. At present, R & D expenditure accounts for about 4% of the total cost of sales, and this proportion ranks first in the industry, and innovation also brings huge market returns to Anta.

"The sales revenue of Anta's innovative products has increased from 15% of 5 years ago to 35% now, and the high-tech products such as Anta elastic adhesive, energy ring and breathing net have become an important source of profits."

Ding Shizhong said.

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< p > Robert, Secretary General of the World Sporting Goods Federation (Bert store) Cook, said at the forum that enterprises should strive not only to innovate in product design, but also to make efforts in management innovation and business mode innovation.

"For example, how to purchase raw materials can make your production efficiency higher, how to optimize the logistics of enterprises, and so on."

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Ding Shizhong also agrees with P.

He believes that the innovation of business mode is the biggest differential competition, finding out its position and knowing who I am is the core of doing business.

"Simply copying Nike, Adidas (Adidas store) mode can not be successful, we must find our own mode."

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< p > is precisely in line with this idea, last year Anta launches "the strength is priceless" the basketball strategy, the NBA ball player's endorsement basketball shoes price 399 yuan one pair.

In the first line sports brands at home and abroad, Anta is undoubtedly the first to dare to sell the flagship products of star endorsement so cheap.

Although some commentators believe that Anta's move is like "setting up a ceiling" and "abandoning the middle and high-end market", Ding Shizhong firmly believes that innovation that is recognized by capital and market is valuable.

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< p > "the basketball shoes originally endorsed by NBA stars although the price is high, but the sales volume is very small, only one or twenty thousand pairs. Although the selling price is low now, the sales volume has increased significantly, and the shipment volume in the two quarter has reached the total volume of the exclusive output of Anta basketball players' basketball shoes in the past three years."

Ding Shizhong emphasized that Anta has always been positioned in the mass sports market. The high cost performance products are the core competitiveness of Anta, which is the brand of millet in the mobile phone industry.

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< p > < strong > gold new ten years < /strong > < /p >.

< p > in Ding Shizhong's view, the difficulties and challenges that the industry has faced in the past two or three years is only a small episode in the rapid development of China's sporting goods industry.

In the first three quarters of this year, Anta's order data showed a continuous positive growth, "this is a positive signal.

With confidence in the future, China's sporting goods industry will usher in a new golden ten years! "/p".

< p > Ding Shizhong's confidence stems from the great potential of the Chinese market.

Data show that compared with the major developed countries in Europe and America, China's per capita consumption of sports goods is less than half of that of other people.

Take sports shoes as an example, China has less than 0.5 pairs per capita, while the United States has reached 4 pairs.

The huge gap means broad room for growth.

"The rapid development of China's economy, the continuous improvement of national income, and the more and more people's attention and love of sports, this series of factors will bring great opportunities to China's sporting goods industry."

Ding Shizhong said.

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< p > Cook also optimistic about the future Chinese market, but he stressed that we need to further guide the public to develop sports habits so as to better tap the market potential of China's sporting goods industry.

He said, "30 years ago, when I came to China, I saw people in the factory doing morning exercises, but few people are doing radio exercises now."

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< p > according to Cook's data, more than 45% of Chinese people seldom participate in sports nowadays.

"This number is very alarming," he said. In fact, not only in China, but also in many other countries, people tend to be less and less fond of sports.

Therefore, relevant government departments and agencies should try to make people move.

"After all, without active mass sports activities, without a large sports population, there will be no prosperous market."

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