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随着多年来中国经济的高速发展,体育产业已经成为中国新的经济增长点。但中国体育用品产业目前是产量的大国、品牌的小国,面对世界著名品牌每年几十亿美元的销售量,我们的体育用品企业几乎还是与巨人作战的儿童。李宁公司要向市场格局的上方走,就要全面充分地掌握我国体育用品市场的行业发展趋势及其规律,认清体育用品市场的竞争格局。同时,也要积极研究竞争对手的成功之处,取长补短,树立品牌竞争意识,采取正确的营销战略,差异化定位,做具有民族特色的国际品牌。
With the rapid development of China’s economy over the years, the sports industry has become a new economic growth point for China. However, the sporting goods industry in China is currently a large country with a large production volume and a small number of brands. In the face of the annual sales of several billion dollars of world famous brands, our sporting goods enterprises are almost children who fight the giant. Li Ning company to go to the top of the market structure, it is necessary to fully and fully grasp the development trend of China’s sporting goods industry and the law of the industry, recognize the competitive landscape of sporting goods market. At the same time, we must also actively study the success of competitors, learn from each other, establish a sense of brand competition, take the correct marketing strategy, differentiated positioning, do international brands with national characteristics.