"They have gone to a big order. They have placed their orders in Jiangxi, and this year's business is very difficult." A few days ago, director Lin, director of the production of a sporting goods OEM company, shook his head helplessly. Although they lowered the conditions for the purchase, the famous brand sporting goods manufacturer in China moved away the order, "the value of this list is millions of dollars".

On the 4 and 8 th of this month, Adidas and Anta issued a half year performance report, of which Adidas's Greater China half year revenue increased by 37%, reaching 552 million euros (about 5 billion 50 million yuan), Anta's sales volume was 4 billion 450 million yuan, up 22% over the same period last year. "It is clear that the domestic sporting goods manufacturers are speeding up the pace of Nike and Adidas." Dong Honglong, general manager of Japan Dongsheng sporting goods company, believes that the representative enterprises of the first group of sporting goods, such as Lining and Anta, have been in the domestic market and have been fighting against Nike and Adidas, and the market share has increased year by year. According to Anta's plan, by the end of this year, Anta stores, sports production shops, children's series stores and FILA stores will increase to 8200, 1100, 600 and 300 respectively, with a total volume of over 1. It is understood that not only Anta, XTEP, Hongxing Erke, Jordan, 361 degrees and other Fujian sports brand this year's trend is good, "although the performance has not yet been announced, but from the current understanding of the situation, their growth rate will exceed 15% this year." Insiders believe that the growth of these big brands is good news for most Shishi sporting goods manufacturers, but it is not always a good thing.

Compared with Jinjiang, Shishi has a small number of independent sports brands, and its influence is also small. Most sporting goods manufacturing enterprises play the role of OEM for big brands. However, with the increase of coastal areas' costs, especially labor costs in recent years, the advantage of Shishi OEM seems to be only the integrity of the industrial chain. With the increasing sales of large brands and the increasing sales of products, the number of OEM dealers they need is increasing. Under the same conditions, how to minimize the cost has become the biggest influence factor of these big brands in the future competition. Therefore, many enterprises that rely solely on the OEM will be replaced by the Midwest enterprises with lower labor costs. Fang said that some sporting goods manufacturers in Shishi began to spanfer some orders to Jiangxi, Anhui and Henan.

Although China's sporting goods market is huge, with the increasingly prominent role of brand influence, the opportunities and markets for small and medium-sized sporting goods manufacturing enterprises are becoming smaller and smaller. Especially when Nike and Adidas announced the march into the three or four tier cities and planned to fit the middle and low end products of Chinese consumers, the survival space of Shishi brand sporting goods manufacturing enterprises was even smaller. "Only by means of marketing tools different from big brands can they win more room for enterprises." Tsai Deputy General of a sporting goods production company, said that when the "CCTV + endorsement" effect is no longer obvious, relatively weak Shishi sporting goods manufacturers can only rely on the marketing opportunity of "not taking the unusual road" to find their own market.