Domestic Brand Sportswear Sales Again Showed A Year-On-Year Downward Trend.

< p > China Sports Products Industry Federation released the "white paper on the development of China's sporting goods industry" on 2012. It shows that sales of domestic brand sportswear, sports a target= "_blank" href= "//www.sjfzxm.com/" and shoes < /a > products in 2012 are down again after 2011. < /p >
< p > for this reason, Li Hua, vice chairman of the China Sports Goods Industry Federation and director of the equipment center of the State Sports General Administration, said that change has become the key to China's sporting goods industry. He believed that the domestic sporting goods industry ushered in the development opportunities of "everywhere gold" in the mid and late 90s of last century, but the "feast" which lasted for more than ten years finally came to an end. The industry shuffle has begun. In the next few years, a group of sporting goods enterprises that can not keep pace with the reform will be eliminated. < /p >
< p > "white paper" pointed out that in 2012, the sales of sports shoes and sportswear in domestic sporting goods listed companies decreased by 29.69% and 19.28% respectively over the previous year. The production of sports shoes and sportswear has become the main body of China's sporting goods industry. Before 2011, with the rapid development of sports shoes and sportswear production enterprises, the Chinese sporting goods industry has experienced more than ten years' "spring". A domestic sporting goods company chief recalled that the industry was described as "everywhere is gold." < /p >
< p > the industry believes that the real cold wave of the sporting goods industry began in 2011. Since then, the domestic sports "a" target= "_blank" href= "//www.sjfzxm.com/", developed by the two digit annual growth rate, has been showing signs of achievement peaking, slowing down, stagnation and retrogression. Li Ning Co is the most representative of this aspect. As a banner of China's sporting goods industry, Li Ning Co's domestic sales in 2009 surpassed Adidas and ranked second in China. < /p >
< p > but from 2010, the company's performance fell into a downward path, net profit continued to decline, to a huge loss of nearly 2 billion yuan in 2012, the company's share price fell from HK $32 in April 2010 to about HK $4.5, or 80%. The fluctuation of Li Ning Co's performance is a microcosm of China's sporting goods industry. A domestic sporting goods company boss admits, "the company's life is hard. In the past year, it was also the first time that the company had a negative growth in sales since its establishment. < /p >