China Sporting Goods Market Access Strategy need to be cautious – sports and lei
Broad market With China's accession to WTO and
successful bid for the 2008 Beijing Olympic Games, sports, sports economy has become China's economic development a new focus. This makes China's sporting goods market ushered in a new climax. China Sporting Goods Market every year since 2000 the rate of double-digit growth by 2004, the market reached 42 billion dollars. At the same time, China is the world's largest sports goods manufacturing base, each year about 60% of worldwide sporting goods in China for manufacturing. In 2004, the National Sporting Goods exports up to 54 billion dollars. It is estimated that by 2008, China's sporting goods market will reach 6.2 billion U.S. dollars. China is also strongly encouraged to exercise, at present there are nearly 400 million Chinese people nationwide to participate in various sports activities, and this number has further increased, which brought China's sporting goods market, strong demand.
Market the main driving force Present, China's sports market is still in development stage, but we can see the broad market prospects. In the following driving forces include the following:
Rapid growth of Chinese economy 2005, China's GDP exceeded 18 trillion yuan, per capita GDP exceeded 1,700 U.S. dollars to maintain for ten years while GDP growth rate of 8.7%. Disposable income of urban residents reached 1,312 U.S. dollars. China's economy had become an important force in the global economy, while the whole world is full of confidence in China's development. Currently, the only Chinese sporting goods market 0.2% of national GDP, while in the United States, this ratio can reach 2%, its growth can be seen by an infinite space.
World-class sports event Addition to the 2008 Beijing Olympics, the next few years, a series of international sporting events will be held in China, for example, the 2007 Changchun Winter Asian Games and held in Shanghai Tennis Masters Cup
F1 car, there are currently held Sitankewei the Basketball Challenge. Meanwhile, the century-class sports stars have emerged, one of the most prominent representative of this should come from the NBA Houston Rockets Yao Ming and "meter hurdles champion." These world-class sporting events with continued momentum of world-class stars, greatly aroused people's enthusiasm for the sport. The enthusiasm will allow people to actively participate in various sports activities, which will greatly stimulate the domestic sporting goods market, setting off a climax of sports consumption.
Consumer awareness and capacity Emergence of the middle class and disposable income of urban residents increased, making Chinese consumers have more time and spare cash to go for the sports consumer. With the social development, improvement of living standards, people are increasingly aware of the importance of health and exercise. According to the State Sports General Administration's comprehensive health plan, by 2020 the country will be 40% of the population to actively participate in various sports activities.
All these factors will drive the domestic sporting goods market in the coming years to continue to maintain high growth.
Sporting goods retail landscape Present in the domestic sporting goods market, in general, there are four major retail formats:
Single-brand stores (MonoBrandChainStore) General sporting goods stores that sell only one brand of sporting goods, usually its own brand, products are mainly clothing and shoes. Self and the franchise is the main mode of operation and expansion. In its current form is the most important domestic sporting goods retail market sales of one of the ways. Nike, Adidas and Li Ning, the main representative of this business state, followed by some small and medium sized emerging brands such as Anta, Erke, binary, etc.. Nike is one of the leader, Nike now has 1,200 stores account for 10% market share and the rate of 10 per week in the rapid expansion. Adidas to 9.3% market share placing him second place, now 250 cities in the country has 1,300 stores, and are determined to make 2008 the number of stores to 4,000. Li Ning, China's sports boss Zeyi share of 8.7% in the third, now has 2,500 outlets, and plans to add another 1,500 in 2008.
Professional chain (SpecialtyChainStore) Store has a variety of brands including private label products, products include a full range of sports products. Self is the main mode of operation. Representatives of such shops in the country mainly Decathlon and cross-world sport. Decathlon is a concentration of sporting goods retailer in France, entered China in 2003, currently has five stores in the country. Unlike other sporting goods stores, Decathlon's stores are generally not in urban centers, while the junction is located in a suburb. In addition to providing a full range of sports (ball games, cross country, mountain climbing, outdoor, etc.), the professional sports services is one of the competitive advantage of such specialty store. As people's awareness campaign, will provide professional services such has a higher preference for retail stores.
Shop shop Strictly speaking , in fact, more of a retail sporting goods department stores such . They do not own a specific brand is not selling sports products. Representatives of enterprises of this kind, such as: Sport 100 and sport city. Such enterprises generally in department stores, supermarkets, rented a certain area of the region, such as a floor, in this based on the introduction of domestic and foreign well-known sports brand. The brand rented a certain area in which to establish their own brand stores and shops that sell their own independent, non-interference. Sports City, the main income is from the two, is the brand the site as part of rental income; the other one is and the brand's sales commission agreement signed, or when a brand's sales in the month or the year after a certain amount, there will be a significant proportion of commission income returned to the Sports City. This retail model has the advantage of creating a set of effects, which makes the consumer in a fixed area can have more choices.
Department store / supermarket / factory shop in the front / gray market
Other sporting goods retail formats including department stores, supermarkets, shops and factories before the gray market. These Yetai do not belong to a professional sports specialty sites, but will part with sales of sporting goods. One must mention the market is so-called "gray market." Here can be very low selling prices, buy sporting goods brands. The existence of this market reflects the current mentality of the Chinese consumer spending and the actual gap between the spending power. But interestingly,
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