From 2000 to 2010, it experienced the Chinese sporting goods market from the two giants of Nike and Adidas to the "three legions".

"Three legions": a prelude to the melee

　　 八七路、九二路東段、步行街，“折”這個(gè)字在包括耐克、阿迪達(dá)斯、361°以及安踏等專賣店門前一年四季都可以見(jiàn)到，“以前耐克、阿迪達(dá)斯新品基本上不打折，現(xiàn)在他們也放下身段和國(guó)產(chǎn)品牌玩起促銷戰(zhàn)。”在九二路開(kāi)店、代理某體育品牌的陳先生表示，如果說(shuō)10年前是耐克、阿迪達(dá)斯雄霸天下，現(xiàn)在則是“三大軍團(tuán)”混戰(zhàn)的時(shí)代。理由就是，石獅人以前只挑耐克、阿迪達(dá)斯、彪馬等國(guó)外品牌穿，現(xiàn)在李寧、安踏以及匹克在市民身上出現(xiàn)的頻率也不低。

　　所謂“三大軍團(tuán)”，指的是國(guó)內(nèi)體育用品市場(chǎng)的“三大極”，第一極為耐克、阿迪達(dá)斯、李寧以及后來(lái)居上的安踏，第二極包括北京動(dòng)向、361°、特步以及匹克等港股上市公司，第三極囊括鴻星爾克等并未占據(jù)主要體育類黃金資源的公司。根據(jù)“三大軍團(tuán)”2009年的財(cái)報(bào)計(jì)算，第一軍團(tuán)銷售額每家在55—100億元之間，第二軍團(tuán)銷售額每家在30—40億元上下，第三軍團(tuán)銷售額每家則在10—20億元左右。

　　 “由于大家同是上市公司，自然有了‘挑釁’國(guó)際品牌的底氣和資本。”業(yè)內(nèi)人士方先生表示，以前國(guó)內(nèi)外品牌是大路朝天、各走一邊，耐克、阿迪達(dá)斯主攻一線城市，安踏、李寧則在一、二線城市間迂回作戰(zhàn)，至于匹克、361°等晉江品牌更多的是把戰(zhàn)線放在三線城市，“可如今情況變了，大家開(kāi)始展開(kāi)全市場(chǎng)競(jìng)爭(zhēng)。”耐克、阿迪達(dá)斯來(lái)到三線城市，匹克、361°去北京、上海開(kāi)旗艦店，“三大軍團(tuán)”全方位混戰(zhàn)已拉開(kāi)序幕。

Sporting goods industry: "great integration" is coming soon.

　　 “體育用品很快就會(huì)進(jìn)行整合、兼并，估計(jì)到2012年也就5至8家大品牌。”昨天上午，記者通過(guò)微博采訪了國(guó)內(nèi)體育產(chǎn)業(yè)知名專家、中體明星文化傳播有限公司總經(jīng)理王奇，他認(rèn)為，阿迪達(dá)斯甚至有可能在新一輪的洗牌中被“安踏們”擠出去。

It is understood that in 2009, Lining's sales surpassed Adidas China's company for the first time since 2004, and its sales volume reached 8 billion 387 million yuan, which is only about 1 billion 600 million yuan from the Nike Nike estimated by China.

In 2008, Lining's sales volume was 6 billion 690 million yuan, according to the growth rate of 25.4% over the same period, Lining in the next two or three years will have the chance to win the first prize in the domestic sales volume.

　　與此同時(shí)，安踏雖然去年銷售額只有58.7億元，但同比增長(zhǎng)了27%，稅后凈利潤(rùn)達(dá)到12.5億元，甚至超過(guò)了李寧的9.45億元。此外，除了鴻星爾克的銷售額較之2008年的28.89億元下降了30.8%之外，包括北京動(dòng)向、361°、匹克的銷售額同比增長(zhǎng)額度基本上都在20%以上，“相比之下，耐克、阿迪達(dá)斯這些國(guó)際巨頭的中國(guó)銷售額增速放緩或出現(xiàn)下滑。”阿迪達(dá)斯去年大中國(guó)區(qū)銷售額下挫16%，僅70億元，如果今年其不能借助南非世界杯營(yíng)銷成功并實(shí)現(xiàn)較大幅度增長(zhǎng)的話，那安踏就有可能在兩年內(nèi)趕超阿迪達(dá)斯，王奇所說(shuō)的話也就成為現(xiàn)實(shí)。

In addition, according to the theory that there are not many competitive brands in the mature market, there must be frequent integration and merger actions in the domestic sporting goods market in the past two years. "Lining and Shishi kaishen" are just the beginning.

Insiders think Mr. Fang.

Shishi sporting goods manufacturers must have a sense of crisis.

　　 如果以銷售額10億元為加入“第三軍團(tuán)”的衡量標(biāo)準(zhǔn)，石獅體育用品生產(chǎn)企業(yè)基本上全被擋在門外，“相比之下，石獅體育用品生產(chǎn)企業(yè)真的該好好思考未來(lái)的發(fā)展之路。”業(yè)內(nèi)人士方先生表示，如果真如王奇所言，那許多石獅體育用品生產(chǎn)企業(yè)就會(huì)名副其實(shí)地成為晉江運(yùn)動(dòng)品牌的加工基地，“現(xiàn)在一邊做自主品牌，一邊還可以幫361°、匹克貼牌，以后假如自主品牌做不起來(lái)，那就只能回到原來(lái)的貼牌加工之路。”

"Heavy brand and light assets" is the only way for brand development. In literal sense, Shishi sporting goods manufacturing enterprises will not lack orders, but the reality of recruitment difficulties will become a constraint factor for whether orders will remain in Shishi.

According to Zhao deputy manager of a sporting goods production company in Peng Tian, after the Spring Festival, they launched a battle for human resources because of rush orders and a brand enterprise in Jinjiang. As a result, the other party took 50 new recruit workers from the enterprise with "every worker plus 500 yuan", and "no way to stay, the other party was in financial trouble."

We can't afford to pay so much money. "

Zhao deputy manager believes that many large brands of sporting goods manufacturers are moving the marketing headquarters to Xiamen, Beijing and Shanghai, passing the production pressure on to the processing enterprises of Shishi and Jinjiang. Regardless of whether the processing enterprises can retain their workers or their salaries, they only need to be inexpensive. These enterprises will place orders. If the prices are not cheap, they will hand over the orders to other enterprises. "The cost of raising salaries can only be digested by the enterprises themselves".

Rising labor costs only limit stone lions.

A factor in the development of production enterprises, as well as many factors, including the backward development concept of enterprise bosses, the lack of senior marketing personnel, and the lack of development funds, also affect the development and upgrading of Shishi sporting goods manufacturers.

Mr. Fang said.