China Sporting Goods Market Report, 2008
  • Oct/2008
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With the successful conduct of 2008 Beijing Olympic Games, sports industry will become a new highlight during china rapid economic development, sporting goods market will also witness a new development.

The market scale of sporting goods in china is expected to achieve USD6.2 billion in 2008. Caused by the government strongly advocates national fitness, around 400 million Chinese people are engaged in various sports and the figure is rising continuously, which will definitely bring a great demand for sporting goods.

Market Scale of Sporting Goods in China, 2004-2008
Source: China Sporting Goods Federation

According to China Customs, the export volume of sporting goods was 2.713 billion pieces during Jan 2008-Jun 2008, up 8.58% compared to the same period of 2007; the export value was US$4.98 billion, up 22.43% compared to the same period of 2007; The average price was US$1.84, rising 12.76% over the same period of 2007. Moreover, the import value of Guangdong port was US$160 million, up 12.76% than the same period of 2007, among which, golf equipments was the main import kind of sporting goods.

1. Status Quo of China Sporting Goods Industry, 2007-2008
1.1  Definition and classifications 
1.2  Status Quo of the Industry
1.2.1  Status Quo
1.2.2  Market Drivers 
1.2.3  Retailing Structure
1.3  Industrial Competitiveness 

2. Analysis of Market Segments, 2007-2008
2.1  Sportswear
2.2  Sport Shoes
2.3  Fitness Equipments
2.4  Other Sporting Goods
2.4.1  Great Market Potential for Outdoor Sports 
2.4.2  Skiing 
2.4.3  Fishing Tackle 
2.4.4  Diving 
2.4.5  Golf 

3. Import and Export, 2007-2008
3.1  Export & Import in 2007
3.2  Export in H1 2008
3.3  Import in H1 2008
3.4  Oversea Safeguard Measures on China-Made Sporting Goods
3.5  Problems of Sportswear Export and Countermeasures 

4. Regional Markets
4.1  Beijing
4.1.1  Market Capacity
4.1.2  Marketing Channels
4.1.3  Brand Competition
4.1.4  New Consumption Concepts 
4.2  Shanghai
4.2.1  Main Economic Indices 
4.2.2  Marketing Channels
4.2.3  Tendency towards Leisure Wear
4.3  Guangzhou
4.3.1  Market Scale
4.3.2  Consumption of Sportswear
4.3.3  Brand Competition
4.4  Chengdu
4.4.1  Market Capacity
4.4.2  Market Competition

5. Consumer Analysis
5.1  Demand Analysis
5.2  Consumer Behavior Analysis
5.3  Teenage Sporting Goods Market
5.3.1  Consumption Structure
5.3.2  Brand Awareness 
5.4 Influences of Purchase Decision
5.4.1  Brand Preference
5.4.2  Price
5.4.3  Advertisement 
5.4.4  Fashion

6. Key Sporting Goods Manufacturers in China
6.1  NIKE
6.1.1  Company Profile
6.1.2  Operations
6.1.3  Development Strategy
6.2  Adidas
6.2.3  Plan for Development in China
6.3  Mizuno
6.4  Puma
6.5  Kappa
6.6  Li Ning
6.7  Doublestar
6.8  Anta
6.9  Erke
6.10 Peak
6.11 Double Happiness
6.12 WNQ Fitness Co., Ltd.,
6.13 Good Family Co., Ltd.
6.14 Taishan Sports Industry Group
6.15  Sport 100
6.16  Other Companies

7. Industrial Developmental Trend 
7.1  The “Eleventh-Five Year Plan” Regarding China Sports Industry
7.2  Development Forecast,2008-2010
7.2.1  Great Potential
7.2.2  The New Market Hotspot——Outdoor Sporting Goods
7.2.3  Market Potential for Female Consumers
7.2.4  Market potential for Elders Consumers

8 Conclusions
Market Scale of Sporting Goods in China, 2004-2008
Market Share of Top Ten Sportswear Brands in China, 2007-2008
Price fluctuations of Sportswear in Guangzhou City, 2007-2008
Prices Fluctuations of Sport Shoes in Guangzhou City, 2007-2008
Consumer Structure of China Sportswear Market
Factors Influencing Sports Shoes Purchase Decision in Guangzhou City
Strategy Comparison among Domestic Sporting Goods Companies and Foreign  Companies
China Top Ten Fitness Equipment Manufacturers in 2007
Consumption Structure of Various Cities in China, 2007-2008
Demand Characteristics of Sportswear Consumers according to Age
Teenager Consumption Structure in Beijing and Shanghai
Brand Awareness of Teenagers for Sportswear
Profit Forecast and Evaluation of Li Ning Co., Ltd., 2008-2010
Top Ten Sporting Goods Brands in China, 2007-2008

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