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Research and Analysis on the Development Countermeasures of China's Sporting Goods Industry
**Research and Analysis on the Development Countermeasures of China's Sporting Goods Industry**
*Date: January 12, 2015, 3:58 PM*
The sporting goods industry is a multifaceted sector that spans multiple industries, including light manufacturing, textiles, and chemical production. The size and characteristics of different sub-sectors vary significantly based on the factors of production involved. For example, the sportswear and sports shoe industry is large in scale and labor-intensive, with strong competitiveness. In contrast, the ball-making industry is also labor-intensive but has a solid competitive edge. On the other hand, industries such as rowing equipment, gliders, and bowling manufacturing are technology-intensive, which often leads to weaker competitiveness.
After the global economic changes, the industry faces numerous challenges. Shenren’s research analyzes the current status of China's sporting goods industry, explores its development prospects, and proposes effective countermeasures, all of which are crucial for the sustainable growth of the sector in China.
According to the World Federation of Sporting Goods' annual survey, China has become a reliable base for global sporting goods manufacturers. It is a major supplier, producing more than a significant share of the world's sporting goods. However, despite being the largest manufacturer, China is not yet a strong player in terms of brand recognition or technological innovation.
China's sporting goods exports reached over $45 billion annually, with a growth rate exceeding $7 billion per year. Despite this rapid expansion, most of the exports consist of low-value products like sports shoes and sportswear, while high-tech items are mostly imported. The average export price is less than one-tenth of well-known international brands, meaning Chinese producers only earn minimal processing fees.
Although China's sporting goods industry has a long history, its real growth began after the reform and opening-up policy. In the 1980s, many developed countries shifted labor-intensive sectors abroad due to rising labor costs and environmental concerns. This led to the establishment of numerous foreign-invested enterprises in coastal provinces like Guangdong, Fujian, Zhejiang, and Jiangsu.
Despite the industry's growth, many companies remain focused on mid- to low-end products, with limited R&D capabilities. Large state-owned enterprises, such as Shanghai Double Happiness Group, face challenges like outdated management and weak market awareness. Meanwhile, small and medium-sized enterprises (SMEs) dominate the sector, particularly in regions like Shishi, Fujian, where thousands of companies produce various sportswear items.
The domestic market is still immature, with issues like counterfeit products, lack of standardization, and chaotic competition. While China has made progress in setting national standards, there remains a gap compared to international benchmarks. Many products fall short of global quality expectations, especially in high-tech areas like competitive sports equipment.
With China's accession to the WTO, the industry has gained new opportunities, but it also faces increased competition from foreign imports. While labor cost advantages remain, the need for technological upgrades and brand development becomes more urgent. The government must support the industry through policy reforms, improved standards, and stronger R&D efforts.
To address these challenges, China should focus on modernizing enterprise systems, promoting industrial restructuring, and enhancing product quality. Supporting SMEs, encouraging innovation, and expanding both domestic and international markets are key strategies for long-term success. By doing so, China can move from being a major producer to a true leader in the global sporting goods industry.