Strong Hand Like Forest, Shishi Sporting Goods Enterprises Must "Beachhead"

From 2000 to 2010, it experienced the Chinese sporting goods market from the two giants of Nike and Adidas to the "three legions".

"Three legions": a prelude to the melee

　　 八七路、九二路东段、步行街，“折”这个字在包括耐克、阿迪达斯、361°以及安踏等专卖店门前一年四季都可以见到，“以前耐克、阿迪达斯新品基本上不打折，现在他们也放下身段和国产品牌玩起促销战。”在九二路开店、代理某体育品牌的陈先生表示，如果说10年前是耐克、阿迪达斯雄霸天下，现在则是“三大军团”混战的时代。理由就是，石狮人以前只挑耐克、阿迪达斯、彪马等国外品牌穿，现在李宁、安踏以及匹克在市民身上出现的频率也不低。

　　所谓“三大军团”，指的是国内体育用品市场的“三大极”，第一极为耐克、阿迪达斯、李宁以及后来居上的安踏，第二极包括北京动向、361°、特步以及匹克等港股上市公司，第三极囊括鸿星尔克等并未占据主要体育类黄金资源的公司。根据“三大军团”2009年的财报计算，第一军团销售额每家在55—100亿元之间，第二军团销售额每家在30—40亿元上下，第三军团销售额每家则在10—20亿元左右。

　　 “由于大家同是上市公司，自然有了‘挑衅’国际品牌的底气和资本。”业内人士方先生表示，以前国内外品牌是大路朝天、各走一边，耐克、阿迪达斯主攻一线城市，安踏、李宁则在一、二线城市间迂回作战，至于匹克、361°等晋江品牌更多的是把战线放在三线城市，“可如今情况变了，大家开始展开全市场竞争。”耐克、阿迪达斯来到三线城市，匹克、361°去北京、上海开旗舰店，“三大军团”全方位混战已拉开序幕。

Sporting goods industry: "great integration" is coming soon.

　　 “体育用品很快就会进行整合、兼并，估计到2012年也就5至8家大品牌。”昨天上午，记者通过微博采访了国内体育产业知名专家、中体明星文化传播有限公司总经理王奇，他认为，阿迪达斯甚至有可能在新一轮的洗牌中被“安踏们”挤出去。

It is understood that in 2009, Lining's sales surpassed Adidas China's company for the first time since 2004, and its sales volume reached 8 billion 387 million yuan, which is only about 1 billion 600 million yuan from the Nike Nike estimated by China.

In 2008, Lining's sales volume was 6 billion 690 million yuan, according to the growth rate of 25.4% over the same period, Lining in the next two or three years will have the chance to win the first prize in the domestic sales volume.

　　与此同时，安踏虽然去年销售额只有58.7亿元，但同比增长了27%，税后净利润达到12.5亿元，甚至超过了李宁的9.45亿元。此外，除了鸿星尔克的销售额较之2008年的28.89亿元下降了30.8%之外，包括北京动向、361°、匹克的销售额同比增长额度基本上都在20%以上，“相比之下，耐克、阿迪达斯这些国际巨头的中国销售额增速放缓或出现下滑。”阿迪达斯去年大中国区销售额下挫16%，仅70亿元，如果今年其不能借助南非世界杯营销成功并实现较大幅度增长的话，那安踏就有可能在两年内赶超阿迪达斯，王奇所说的话也就成为现实。

In addition, according to the theory that there are not many competitive brands in the mature market, there must be frequent integration and merger actions in the domestic sporting goods market in the past two years. "Lining and Shishi kaishen" are just the beginning.

Insiders think Mr. Fang.

Shishi sporting goods manufacturers must have a sense of crisis.

　　 如果以销售额10亿元为加入“第三军团”的衡量标准，石狮体育用品生产企业基本上全被挡在门外，“相比之下，石狮体育用品生产企业真的该好好思考未来的发展之路。”业内人士方先生表示，如果真如王奇所言，那许多石狮体育用品生产企业就会名副其实地成为晋江运动品牌的加工基地，“现在一边做自主品牌，一边还可以帮361°、匹克贴牌，以后假如自主品牌做不起来，那就只能回到原来的贴牌加工之路。”

"Heavy brand and light assets" is the only way for brand development. In literal sense, Shishi sporting goods manufacturing enterprises will not lack orders, but the reality of recruitment difficulties will become a constraint factor for whether orders will remain in Shishi.

According to Zhao deputy manager of a sporting goods production company in Peng Tian, after the Spring Festival, they launched a battle for human resources because of rush orders and a brand enterprise in Jinjiang. As a result, the other party took 50 new recruit workers from the enterprise with "every worker plus 500 yuan", and "no way to stay, the other party was in financial trouble."

We can't afford to pay so much money. "

Zhao deputy manager believes that many large brands of sporting goods manufacturers are moving the marketing headquarters to Xiamen, Beijing and Shanghai, passing the production pressure on to the processing enterprises of Shishi and Jinjiang. Regardless of whether the processing enterprises can retain their workers or their salaries, they only need to be inexpensive. These enterprises will place orders. If the prices are not cheap, they will hand over the orders to other enterprises. "The cost of raising salaries can only be digested by the enterprises themselves".

Rising labor costs only limit stone lions.

A factor in the development of production enterprises, as well as many factors, including the backward development concept of enterprise bosses, the lack of senior marketing personnel, and the lack of development funds, also affect the development and upgrading of Shishi sporting goods manufacturers.

Mr. Fang said.