Specialization And Market Segmentation Will Be The Future Direction Of Sports Apparel Industry.

When it comes to China's sporting goods industry, most people will think of all kinds of things at once. Sportswear 。 But at the 2012 (30) China International Sporting Goods Fair, experts pointed out that China's sporting goods industry still has many market segments to be developed, and small markets can make great achievements.

After a period of rapid development, the sports apparel industry as the main body of China's sporting goods industry has been in the doldrums in the past year, and the stock is overloaded. At the China Sports Industry Forum, Zhang Qing, President of the key sports value research institute, believes that the development of China's sporting goods industry to the present stage is the future direction of specialization and specialization.

　 Out of the world first

Some small and medium enterprises participating in the Expo are just around the corner. Market segmentation He made outstanding achievements, even in the international arena. According to the China sports venues Association, the man-made lawn built by CCG in Jiangsu is one of the 26 products certified by FIFA in the world. Last year, the global market share of the company reached 10%, ranking the first in the world of artificial turf manufacturers, so that people who do not know this industry are surprised.

Artificial lawn is also one of FIFA's push projects. Compared with natural turf, it has the advantages of environmental protection and low maintenance cost. Xu Jun, the deputy general manager of the company, said artificial turf is a relatively narrow industry. They entered the industry earlier and rapidly expanded overseas markets in the field where most people are still unfamiliar. At the same time, due to the importance of science and technology investment and patents, the company has accumulated 20 sites in the world through FIFA certification. Last year, its production and sales reached 11 million square meters, ranking first in the industry. At present, the overseas business created by the company exceeds the domestic business in the whole sales.

　 Overseas technology and creativity

In the overseas exhibition area, the US G-form company also specializes in a small business. According to the introduction, the sports protective devices they use are patented backlash protection technology (RPTTM), which are soft and light like elbow protectors and kneecap, and can disperse more than 9 of the impact force. Chapman, vice president of corporate operations, said the product has just been in the market for two years, but many NCAA players and even some NBA players are already using the product. Tajohn, the exclusive agent in China, said that because Apple products were popular all over the world, the company used materials to make protective covers for iPhone and iPad. At the scene, their promotional video was shot to a iPad with a 12 pound bowling ball, which attracted many people to watch.

A South Korean company has concentrated its creativity and technology on an insole. The insole made of this special material can form better support for foot and arch, and can be widely used in sports shoes and leather shoes. The company's representative is proud to say that the famous Korean idol group "girlhood" also uses their insoles.

Even though Zhang Qing thought China sporting goods industry The leading enterprises also need specialization, and large and whole enterprises also need the products with scientific and technological content.

　　 Market worries

However, China's market segmentation has not yet fully developed. At the Expo, many small and medium enterprises, including co creation, reflect that many market segments need to be standardized, and they call for substantive and binding industry standards.

Xu said that their business in overseas markets is better than that in the domestic market, because foreign buyers focus on cost performance, while homogeneous goods often have price advantages; however, in China, some enterprises simply push prices down and carry out unhealthy competition. "Therefore, we are also developing industry standards in the joint industry with strong manufacturers to avoid the chaos of" bad money drives out good money "in this potential market.

At the sports industry forum, a plastic fitness enterprise from Jiangsu reflects that they have been involved in the formulation of the industry standard. However, many manufacturers do not comply with it, and buyers do not understand it, which leads to the use of plastic for many fitness paths in two years. In response, Liu Guoyong, deputy director of the General Administration of the State Sports General Administration, said that many markets had the problem of simple pursuit of low prices. The General Administration also attached great importance to it. The newly revised national standard for general safety requirements for outdoor fitness equipment began last year, raising safety standards and technical thresholds.