The Trend And Opportunities Of Sports Industry In China Are Well Known By Famous Experts And Representatives Of Enterprises.

In April 17th, as Jinjiang

The 2016 global footwear industry and sports industry development forum was held in Jinjiang.

With the promulgation of some opinions on accelerating the development of sports industry to promote sports consumption, the development of sports industry has been promoted to the national strategy, and the golden year of sports industry has also been opened for ten years.

The theme of this forum is "taking the whole area along the road" to invite the representatives of well-known sports industry experts and enterprises to take the pulse of the sports industry.

Sports industry is a sunrise industry worthy of the name.

Academician of Shi Bi Chinese Academy of engineering and professor of Sichuan University

The sports industry is a truly sunrise industry. The United States has the most developed sports industry in the world. Its annual output value of sports industry is close to US $450 billion, which accounts for more than 3% of GDP. It is the seventh pillar industry in the whole country.

In the sports industry developed in North America, Western Europe and Japan, the annual output value of the sports industry has also entered the ten pillar industries in China.

The total output value of sports industry in developed countries such as Australia, Canada, Japan, Britain, Germany, France and Italy accounts for about 1% to 1.5% of GDP.

Last year, the total output value of China's sports industry was far less than 1% of the national GDP. It can be seen that China's sports industry still has great room for development.

For China's footwear industry and sports industry, brand and brand benefits are most lacking at present.

In order to change this situation, we need to strengthen international exchanges. We need to learn from big brands in terms of material selection, technological requirements, machinery and equipment, manpower allocation and so on. We need to conscientiously finish the last 1% jobs of product manufacturing (in fact, we often lose in the last 1%).

At the same time, we should not blindly follow the path of imitation and OEM.

As the largest consumer market in the world, China should have a large number of its own sports products. I believe that cross-border cooperation and collaborative innovation of the whole industry chain are important ways to carry out this goal.

China footwear industry challenges and opportunities coexist

Chen Zhanguang China

Deputy Secretary General of the Association

In 2015, the shoe industry in China experienced the most difficult year in recent years.

Sales revenue growth continued to decline in the same period last year, and exports showed a rare negative growth. Consumption continued to rise, but growth was weak and import consumption continued to grow rapidly.

Production is still growing, but sales revenue continues to decline.

In 2015, 4505 footwear manufacturers were set up in the country, with a total sales revenue of 743 billion 775 million yuan, up 6.97% from the same period last year, and the growth rate dropped 1.92 percentage points.

In 2015, the total profit of the footwear industry reached 45 billion yuan, an increase of 5.46% over the same period last year, and the growth rate dropped 3.8 percentage points.

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On the export side, since 1998 and 2009, there has been a negative growth again in 2015, which is different from the previous two export drops. The main competitive countries such as Vietnam and Indonesia have risen rapidly in this downward cycle.

In terms of the consumption of footwear industry, the consumption growth rate of footwear industry has slowed down greatly, but the sporting goods and outdoor products industry is still growing rapidly.

Online consumption is still growing at a high speed, while online dividends are gradually weakening.

The footwear industry is facing several challenges as a whole: first, the rising cost of essential elements, the rising cost of terminal channels, social security, welfare, materials and marketing, wages and so on; two, the backwardness advantage is gradually weakening; three, the fierce competition in the international market; four, the environmental pressure; five, the rapid change of the foreign trade environment; and six, the fast changing consumption habits.

At the same time, there are several big opportunities to co-exist: one is the dividend of population growth; the two is the long-term stable growth of the world economy and the rapid development of China's economy; the three is the upgrading of domestic market consumption; the four is the comprehensive superiority of industrial chain and the continuous optimization of industrial layout; five is the opportunity brought by the "one belt and one way" strategy, and six is the upgrading of environmental protection.

Industry 4, footwear industry can not be absent.

Guo Zhengjin, chairman of Taiwan Footwear Industry Association

It can be roughly divided into four stages: shoe industry 1: manual operation, cutting leather and sewing vamp; shoe industry 2 is cutting leather with manual mold, and sewing with manual sewing machine; 3 is using computer and cutting automatic machine connection, producing by computer-aided design, using computer and PU injection molding automation machine to fit shoe upper and sole; and shoe industry 4 is the fourth industrial revolution of shoe making industry, taking the establishment of intelligent shoe factory as the direction, adopting robot arm to replace manual production by machine, and making use of the big data management system of the Internet, using cloud data information, and customizing the small amount and diversified demands of consumers, making fast delivery, rush for freshness and fashion trend. Review the development process of shoemaking industry.

In the era of industrial 4, the footwear industry can not be absent. On the one hand, we need to develop the shoe making machine industry and shoe manufacturing industry to provide technical titles for the footwear industry 4. On the other hand, marketing and services must also go hand in hand to the 4 era, and production and marketing complement each other in order to avoid being swept away by the trend of the times.

The sustainable development of footwear industry should also take social responsibility into account.

Recently, a seminar on footwear materials was held in Amsterdam, Holland. It was discussed that the development of shoemaking industry should take into account social responsibility. The footwear industry should comply with the protection of animal, environment and moral standards.

According to the 2015 annual report of the world footwear industry, the total output of footwear in the world is about 24 billion 300 million pairs a year. In the future, the world's shoes need to be estimated to be 20 billion pairs a year.

Therefore, the future material and production design of shoemaking should be integrated into energy saving, carbon reduction, and repeated recycling.

Industry is not the past but the future.

Zhu Minjie, senior director, Anta brand management center

Anta has made some achievements in the past few years, but we have always been worried. We always feel that there are many changes in the enterprise, and our insight into consumers is not enough.

"Internet +" is a popular topic now, but I personally and chairman of Anta board Ding Shizhong also think that "Internet +" is problematic, and "Internet +" can not meet the needs of experience.

But I am not saying that the Internet is not valuable, and I mean that the value of the Internet must be based on the value of industry. If it can not provide consumers with experience, then "Internet +" is an illusory concept.

So our view is "Internet +", and talk about the Internet on the basis of industry.

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So what is industry? We think that industry is to meet the demand of "reality".

Over the past few years, we have been reflecting, and found that many European and American enterprises pay great attention to marketing, but there are many foreign sports brands lacking publicity in China but have achieved the leading position in the industry.

The core value of a product is to satisfy the needs of consumers.

In Anta, what is innovation? It is to conscientiously do every garment, every pair of shoes, so that each pair of running shoes meet the needs of runners, so that each pair of basketball shoes can meet the needs of basketball players and enthusiasts.

The relationship between brand and people is like the relationship between people, who pays first, then they will be rewarded first. The brand will first invest and satisfy the consumers, and it will naturally get the return of consumers.

At the end of last year, Anta launched its first football series, and won a good sale without propaganda. This is mainly based on our research and development efforts and the development of soccer shoes suitable for Chinese football.

We all think that the industry is old, the Internet is the future direction, but in fact it is not.

In China, there is much more space for industry than the Internet. The story of the Internet is almost over. There are still many stories to tell about industry.

Industry will never stop.

Industry is the real sunrise industry. Where there is demand, there is a market and the future of industry.