Chen Mingyue, Vice President Of Kang Tai Sports, Appraise The Current Situation Of Sports Products In China

Chen Mingyue, vice president of Kang Tai (Fujian) Sporting Goods Co., Ltd.

In the face of the tempting market cake, many enterprises continue to devote themselves to the sporting goods industry.

The current competition in the sporting goods market has entered an unprecedented white hot state. "The current sporting goods market has never happened since I was engaged in sporting goods industry. Even in the 97 financial crisis, SARS in 2003, or 08 years of financial crisis, there has never been such a competition and crisis."

Mr. Chen Mingyue, vice president of Kang Tai (Fujian) Sporting Goods Co., Ltd. truthfully appraises the current situation of the domestic sporting goods industry.

This conclusion is drawn from a company who has been engaged in sporting goods industry for decades. The intensity of competition in the sports industry is obvious.

Creating a model market and breaking the blank market one by one

As a sporting goods brand that has been in operation for decades, it faces both the pressure of leading brands such as Anta and Lining, as well as the challenges of emerging emerging sporting goods brands.

"This is an era of challenges and opportunities," Chen Mingyue, vice president of Kang Tai sports, said frankly. "In the face of fierce competition, Kang Tai is not passively waiting for the opportunity to come, but constantly create and seize opportunities according to the enterprise's own conditions and the development of the market. This is the only rule that enterprises can survive in the industry."

In the market of the jungle, no progress means swallowing. Chen is well versed in the rules of shopping malls and continues to follow the pace of the development of the brand.

It is reported that Kang Tai recently held the spring and summer new product ordering meeting in Jiangsu Changshu International Convention and Exhibition Center in 2012. This conference is the largest overseas ordering meeting so far.

Earlier, Kang Tai had put forward the establishment of the model market. The Jiangsu market is one of the model markets of Kang Tai Li. The massive new orders will not only enhance the influence of Jiangsu in the region, but also serve as an example for other sample markets, and then drive the development of other model markets.

It is reported that Kang Tai has been stationed in the Jiangsu market for three years, and its annual turnover growth rate is 80%-100%. This is indeed an astronomical figure in the current competitive sports goods market.

"The sample market in every region has its own scientific planning. In the three years, it will gradually build a market area with sufficient capital, manpower and material resources."

Chen said that the specific circumstances of different regions are different. If blind market development is conducted, it may backfire.

In this regard, he will collect a large amount of data in the early stage, communicate with the actual market, communicate with the agents, make a scientific and reasonable market plan, and then move steadily in the expected time, break the blank market one by one, and create a model market for benign development.

Defining brand positioning, seizing opportunities and finding new outlets for development

At present, the market for sports goods is booming, which is particularly evident in the shoe industry in Jinjiang. Chen said that the capital market is able to bring a lot of development capital to the enterprises. However, blindly following the market will result in a lack of stamina, which will only hurt the enterprises themselves.

"A lot of enterprises have opened" planning stores "to build" image projects "for smooth listing, but have not started from the overall situation of the company. This is very unfavorable for the development of the company in the later stage, and may even bring a devastating blow.

When asked whether there is a listing plan for Kang Tai, Chen said that at present, Kang Tai has not yet put the listing on the company's development agenda. For him, the steady progress of the brand has more vitality, and the accumulation of dots is more important for the future development of the brand.

As a second tier brand, the main task of the future is to expand the market and develop new business circles.

According to incomplete statistics, at present, there are sixty thousand stores in China's villages and towns, which is a huge market space for Kang Tak. Vigorously developing township business circles will become an important direction for the future development of Kang tau.

To identify the brand positioning and lock in the development goals, then we need to have corresponding manpower, material resources and financial resources, and how to expand the scale of enterprises under the existing resource system.

In terms of the current situation of sports goods market, the two level division is very serious, and the reshuffle of labor-intensive industries is imperative. At that time, a large number of stores, human resources and other resources will exit, which will provide important opportunities for Kang Tai.

With the increase of the market cost of shoe industry, the increase of industry investment and the decrease of profit space, Chen Zongze said that when Kang Tai is doing well in the quality and quantity of its products, it will also increase the added value of products in the process of brand operation, and then make profits to the market. This will give full play to the subjective initiative of the brand operation Department, be good at finding market opportunities, and grasp the preferences of consumers, so as to "suit the remedy to the case", create marketable products, enhance brand awareness and reputation, and at the same time, enhance the brand competitiveness.