F REIGN TRADE - 中国国际贸易促进委员会

Industrial WatchEXPOIndustrial WatchChina Sports Goods Industry:Big but Not StrongBy Cui XiaolingChina, though not the largest consumermarket of sports commodities, has20,000-plus producers of sports goods.A reshuffle of the industry to retain thestrong ones and eliminate the weak is going on,said Ma Jilong, vice-Chairman of China Associationof Sports Goods Industry, during the 30thChina Sports Show held from May 17 to 20 inBeijing.Asked about the unique features of thisexpo, Ma said that it has grown from a pure showof sports goods into one that features sports culture,financing, release of trade standards, andauction of sports collection. Yao Ming attendedthe show, as an investor instead of a sportsman.Yao said he was interested in some creative masssports programs initiated by young entrepreneurs.The first day of the show received 20,000visitors, most of whom are professionals in theindustry. There are also foreign visitors, mainlyfrom India, Pakistan, Turkey and the Middleeast.The reporter learned that most of the largecompanies participated in the show to showcasetheir strength and boost their company image.While, small ones were there to make real business.“I have attended three China Sport Shows.I met with 50 potential clients a day on averageduring the show. A quarter of them became myclients after further contact. I am very satisfied,”Zhang Yi, deputy manager of Shenying CarbonFiber Bicycles told the reporter.“In order for a small sports goods enterpriseto survive, it has to focus on a market niche, havea narrow business scope, and offer the best qualitypossible,” Hebei Galaxy Sports Goods Corporationtold the reporter. “In Galaxy, we focus onPing-Pong bat and rubber, and take more thanhalf of the market share.”Olympic atmosphereOne of the highlights of the show is the displayof the Olympic spirit as the London Gamesapproach. Famous brands such as Li Ning, Anta,361, Double Fish, Double Happiness had all integratedthe Olympic elements into their booth.China Sports Delegation released at the show theclothes to be worn by Chinese players when acceptingprizes during the London Games. Theywere sponsored by Anta. “The majority of mycompany’s budget for advertisement goes to sponsorshipof major sports events. This is the mosteffective way to boost our brand recognition. Ourtables will be used for the table tennis test eventsduring the London Olympics,” Liang Zhixiong,marketing director of Guangzhou Double FishSports Group, told China’s Foreign Trade.46