由國(guó)家體育總局、中華全國(guó)體育總會(huì)、中國(guó)奧林匹克委員會(huì)、中國(guó)體育用品業(yè)聯(lián)合會(huì)、中國(guó)體育科學(xué)學(xué)會(huì)主辦，國(guó)家體育總局體育器材裝備中心、華興體育用品發(fā)展中心承辦的2010（第26屆）中國(guó)國(guó)際體育用品博覽會(huì)，于5月20～23日在北京新國(guó)際展覽中心舉行。國(guó)內(nèi)外知名運(yùn)動(dòng)服飾高調(diào)亮相，向觀眾們展示了自己的最新產(chǎn)品及品牌理念。 

In the sportswear exhibition area, domestic brands are playing the leading role. While Anta, 361 degree, Huili and other sports brands are making a high-profile appearance, Shanghai Xingnuo sports apparel manufacturers also produce their own hi-tech fabrics to show their strength to downstream enterprises. Foreign brands such as Adidas and lotto are also competing for audiences' eyeballs in various ways.

As the official supplier of the world cup in South Africa, Adidas showcased the world cup in South Africa for the audience to feast their eyes on.

The Expo has opened all 8 pavilions in the new Beijing International Exhibition Centre. The total exhibition area is over 100 thousand square meters. It is divided into seven exhibition areas, such as sportswear, outdoor sports, net feather sports, ball games, fitness equipment, facilities, sports bicycles and roller skating. It attracted more than 1000 domestic and foreign enterprises to participate in the exhibition, and attracted more than 50 thousand visitors in four days.

At the moment when the overall situation of sports goods industry in China continues to improve and industry consolidation is further intensified, the holding of the 2010 Expo will undoubtedly add fuel to the flames.

But market participants also believe that the overall recovery of the sporting goods industry remains to be seen. In the battle of this recovery, the expansion of brand and channel will determine the future market structure.

Judging from the current situation, the advantage of large brand enterprises will continue to expand in the market, and the competition among brand enterprises will become more intense.