Compared with Adi Nike, where is the Anta?

“In the mall, a pair of Adidas basketball shoes sells for the most expensive 1180 yuan, Anta the most expensive 669 yuan. This difference in the price of what exactly is where?”

On May 21, the “Sports Industry and Sporting Goods Development Forum” held at the Expo, experts discussed when “China could breed a number of sports product brands with Chinese characteristics and international influence” in 2020. The above topics were cast to experts, scholars, and entrepreneurs seated on the rostrum.

The first is research and development. The research and development funds invested by Adidas and Nike each year account for a considerable part of the current year's income. According to historical data, Nike's annual sales in 1983 was 270 million U.S. dollars, while R&D spending during the year was 45 million U.S. dollars, accounting for 17% of the total revenue. Domestic companies invest very little in this area. Professor Pei Yinghua of Peking University, who has long been engaged in the study of the sports industry, believes that this is also a frustration because the Chinese sporting goods industry is mostly composed of small and medium-sized private enterprises, and the competitive environment is the reason.

A shoe clothing manufacturer participating in the exhibition told the reporter that the leaders of the General Administration of Sports of the People's Republic of China had provided a message during the discussion with the company. Adi had a research department specializing in competition rules. The research results can be digested and absorbed by the company's product development department to strengthen its technological leadership in the industry. To understand the development of this book, domestic companies still have a long way to go.

Followed by marketing. Adi and Nike have been in full swing in the competition, star resource integration and branding. He has absolute speaking power in the highly commercialized sports events such as basketball, football, and athletics. "It can be said that in terms of technology, craftsmanship and product quality inspection, there is no difference between famous domestic brands and international top brands. The gap is still at the end of the 'smile curve': R&D and marketing." Professor Bao Mingxiao, Research Institute of the State General Administration of Sports Say.

The "Guiding Opinions of the General Office of the State Council on Accelerating the Development of the Sports Industry" mentioned that by 2020, a batch of key sports companies and enterprise groups with international competitiveness shall be nurtured to form a batch of sports product brands with Chinese characteristics and international influence. . Can this goal be achieved?

“It depends on what the specific criteria are. International competitiveness cannot be limited to the domestic market share, but should also include international market share and popularity. Frankly speaking, the breadth and depth of our well-known brands entering the international high-end market are not enough. Lack of core competitiveness. If international brands are to have global influence like 'Haier', I am afraid it will take longer," said Professor Cong Ping of the Zhejiang Sport University.

“It should be said that this is a goal and the symbolism is even greater. To bred such an international brand, there is no government support or difficulties.” Professor Lin Chenxiang, deputy director of the Wuhan Sports Bureau, holds the same view.

There are also disagreements. Qin Younian, chief engineer of Shanxi AoRite Company, believes that the domestic sportswear industry as a new and positive industry is conditional and capable of achieving this goal.

“It may seem difficult at the moment to look at it, but looking back at the history of the growth of Chinese sportswear brands, the progress is staggering. Let’s take a look at these leading companies’ continuous progress in internationalization over the years, plus the existing sports resources and sports in China. With influence and the foundation of China's sportswear companies, I am confident that China has a sports brand that has international influence."

Which industry will be the first to break it? Bao Mingxiao believes that it is likely to be a piece of shoes and clothes.