China Sporting Goods Industry Report, 2009
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As living standards and awareness of health get improved, many people have begun to keep fit through sports. In particular, after the Olympic Games held in Beijing in 2008, people have paid increasingly attention to sports, which has brought considerate demand for sporting goods. In Chinese sporting goods market, the well-known brands include Nike, Adidas, Li Ning, Anta, etc, all of them are primarily engaged in sports shoes and sportswear.

In 2008, in China's sportswear market, the sales revenue of Nike and Adidas was much more than that of others, accounting for 28.8% of the total market shares. As China's largest local sports brand, the revenue of Li Ning from sportswear held 9.5% of market shares in 2008.

Market Shares of Sportswear Brands in China by Revenue, 2008
2009111801.gif
Source: ResearchInChina; Annual Reports of Nike, Adidas, Li Ning, Anta, Xtep, Peak

In order to increase market shares and profit, Li Ning has begun to carry diversified brand strategies in recent years. From 2005 to 2009, Li Ning developed or acquired the following brands -- AIGLE, Z-DO, DHS, Lotto and Kason.

Business Revenue of All Brands of Li Ning, H1 2009 
2009111802.gif
Source: ResearchInChina; Annual Reports of Li Ning

In 1H2009, the five brands contributed revenue to Li Ning, but they were still inferior to the brand of "Li Ning". DHS which is the largest ping-pong brand in China achieved RMB220 million of revenue during January to June of 2009, accounting for only 5.4% of the total revenue of Li Ning. In 2009 and later years, Li Ning should maintain the market shares of the brand "Li Ning" and enhance the  marketing for other brands to conduct multi-brand development strategies.

This report focuses on Li Ning, Anta, Adidas, Nike and other 14 sporting goods companies. The report researches the status quo of China sporting goods industry in depth; analyzes the market segments of the industry, advertising and consumers. Besides, the report predicts the future development direction of sporting goods industry.

1 Overview of Sporting Goods
1.1 Definition of Sporting Goods
1.2 Development of International Sporting Goods Industry

2 Development of China Sporting Goods Industry
2.1 Status Quo
2.2 Profitability of Brands
2.3 Retail Patterns
2.3.1 Retail Modes
2.3.2 Retail Stores
2.3.3 Retail Stores in Major Cities
2.4 Competitiveness

3 Advertisement Release
3.1 Advertisement Release
3.2 Advertising Projects and Trends of 3 Enterprises
3.3 Advertising Exposure and Market Value
3.4 Advertising Media
3.5 Advertising Strategies
3.5.1 Li Ning 
3.5.2 Nike 
3.5.3 Adidas

4 Market Segments
4.1 Sports Shoes
4.2 Sportswear
4.3 Fitness Equipment
4.4 Other Sports Goods
4.4.1 Bicycle
4.4.2 Basketball
4.4.3 Football
4.4.4 Badminton
4.4.5 Table Tennis
4.4.6 Outdoor Sports
4.4.7 Skiing
4.4.8 Fishing
4.4.9 Diving
4.4.10 Golf

5 Consumers
5.1 Demand
5.2 Sports Market for Teenagers
5.3 Consumption Concept of Teenagers
5.4 Influencing Factors
5.4.1 Brand Preference
5.4.2 Price
5.4.3 Fashion

6 Major Sports Goods Companies
6.1 Li Ning
6.1.1 Profile
6.1.2 Operation
6.1.3 Promotion Strategies
6.1.4 Consumers
6.1.5 Prospect
6.2 Peak
6.2.1 Profile
6.2.2 Operation
6.2.3 Brand Promotion
6.2.4 Marketing Channels
6.2.5 Problems in Operation
6.3 Anta
6.3.1 Profile
6.3.2 Operation
6.3.3 Trends
6.4 Nike
6.4.1 Profile
6.4.2 Operation
6.4.3 Future Development Strategies
6.5 Adidas
6.5.1 Profile
6.5.2 Operation
6.5.3 Products
6.5.4 Development Plan in China
6.6 China Dongxiang (Group) Co., Ltd.
6.6.1 Profile
6.6.2 Operation
6.6.3 Brand Promotion
6.7 Xtep
6.7.1 Profile
6.7.2 Operation
6.7.3 Operation of Retail Stores
6.8 361 Degrees
6.8.1 Profile
6.8.2 Operation
6.8.3 Operation of Retail Stores
6.8.4 Brand Promotion
6.9 ERKE Group
6.9.1 Profile
6.9.2 Operation
6.9.3 Brand Promotion
6.10 Puma
6.10.1 Profile
6.10.2 Operation
6.11 Mizuno
6.11.1 Profile
6.11.2 Operation
6.11.3 Strategy Adjustment in China 
6.12 Other Enterprises
6.12.1 Converse
6.12.2 Doublestar
6.12.3 DHS
6.12.4 WNQ Fitness Co., Ltd.
6.12.5 Shenzhen Good Family Industrial Co., Ltd.
6.12.6 Taishan Sports Industry Group
6.12.7 Sport100

7 Development Trends and Countermeasures
7.1 Development Trends
7.2 Problems
7.3 Countermeasures
Gross Profit Margin of Sports Brands in China, 2009 
Net Profit Margin of Sports Brands in China, 2009 
Number of Retail Stores of Sports Goods Companies in China, 2009
Compound Growth Rate of Retail Sales Revenue of Sporting Goods in 1ST-Tier Cities of China, 2001-2008 
Compound Growth Rate of Retail Sales Revenue of Sporting Goods in 2ND - and 3RD-Tier Cities of China, 2001-2008   
Strategies Comparison between Chinese Local and Multinational Sports Goods Enterprises 
Advertising Expenditures of Sports Goods Enterprises in China, 2009
Advertising Promotion Projects of Li Ning, Nike and Adidas, 2008
Monthly Advertisement Release of Li Ning, Nike and Adidas, 2008
Ads browsing Volume of Li Ning, Nike and Adidas, 2008
Advertising Media Chosen by Li Ning, Nike and Adidas, 2008
Advertising Promotion Projects of Li Ning, Nike and Adidas on Sina.com, 2008
Advertising Promotion Projects of Li Ning, Nike and Adidas on 163.com, 2008
Advertising Promotion Projects of Li Ning, Nike and Adidas on Sohu.com, 2008
China Sportswear Market Scale and Forecast, 2006-2013 
China Basketball Sportswear Market Scale and Forecast by Retail Sales Revenue,2006-2013 
Age Distribution of Sports Population in China
Requirements on Sportswear by Age
Consumers Structure in Sportswear Market
Consumption Structure of Teenagers in Beijing and Shanghai 
Teenagers' Attitude towards Sportswear Brands
Number of Sports Shoes of Famous Brands Bought by Teenagers
Price of Sports Shoes Bought by Teenagers
Brands of Li Ning 
Li Ning’s Business Revenue and Profit, 2005-2008 
Li Ning’s Business Revenue and Growth Rate, 2005-H1 2009 
Li Ning’s Profit and Growth Rate,2005-H1 2009
Proportion of Li Ning’s Products, 2009 
Li Ning’s Business Revenue by Brand, 2009 
Li Ning’s Business Revenue by Region, 2009
Li Ning’s Brand Marketing Channels, 2009 
Peak’s Profit, 2006-2009 
Peak’s Revenue by Region, 2009 
Proportion of Peak’s Outsourcing
Peak’s Average Selling Prices and Sales Volume, 2006-2009
Anta’s Revenue and Growth Rate Forecast, 2006-2011
Proportion of Anta’s Products, 2009
Medium-term Profitability Analysis of Anta, 2008-2009
Anta’s Revenue by Region, 2009
Nike’s Revenue, 2004-2008 
Nike’s Revenue Distribution, 2008 
Adidas’ Revenue and Growth Rate, 2004-2008
Adidas’ Revenue Structure, 2008
Geographical Distribution of Production Places of Adidas Shoes, 2008
Output of Adidas Shoes,2006-2008 
Geographical Distribution of Production Places of Adidas Clothes,2008 
Output of Adidas Clothes, 2006-2008 
Sales Revenue of China Dongxiang (Group) Co., Ltd., 2009
Sales Revenue of Kappa in China by Category, 2009
Sales Revenue of Brands of China Dongxiang (Group) Co., Ltd. in Japan, 2009
Retail Stores Distribution of China Dongxiang (Group) Co., Ltd., 2009 
Xtep’s Total Revenue and Net Profit, 2007-2009 
Profit of Xtep Xiamen Flagship Store, 2009
Store Expansion Plans in Anhui and Hunan, 2009
Business Revenue of 361 Degrees, 2006-2009
Profit and Growth Rate of 361 Degrees, 2006-2009
Revenue of 361 Degrees by Product, 2009
Revenue of 361 Degrees by Region, 2008-2009 
Number of Retail Stores, 2008-2009 
Dealer Distribution of 361 Degrees, 2009
ERKE‘s Revenue, 2008-2009 
ERKE ‘s Revenue by Product, 2009 
ERKEB’s Promotion Activities, 2008-2009
Puma’s Revenue and Profit, 2008-2009 
Puma’s Revenue by Region, 2009 
Puma’s Revenue by Product, 2009 
Mizuno‘s Revenue, 2004-2008
Mizuno’s Revenue by Product, 2008
Mizuno’s Revenue by Region, 2008
Doublestar’s Revenue, 2005-2009
Doublestar’s Profit, 2005-2009

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