Although China's sports brands are facing many challenges, they are sitting on a huge market of 1 billion 300 million people without having to be pessimistic about the future of the industry.

In June 2012, the State Sports General Administration issued the "China sports goods industry development report" (hereinafter referred to as the "report"). From 2006 to 2011, the added value of China's sporting goods industry expanded year by year, with an average annual compound growth rate of 17.63%. In 2011, it reached 176 billion yuan (RMB, the same below), accounting for more than 80% of the sports industry, and has become the second largest sporting goods consumer market after the United States.

Ma Jilong, director of the sports equipment and equipment center of the State Sports General Administration of China, pointed out that the proportion of sports industry in GDP has been increasing, reaching 0.58% in 2011.

Meanwhile, the proportion of sporting goods industry in sports industry is also rising, and the increase from 2008 to 2011 is 80% to 85%.

He believes that in the future, China's sporting goods industry will show five major trends, namely, the gradual increase of trade protectionism will further affect the development of the industry; the industry is intensifying, facing two shuffling; emerging markets scramble for escalation; sports goods enterprises enter e-commerce; and sports goods are intellectualized.

Wei Shan, chairman of the World Sporting Goods Federation, is also optimistic about China's market prospects. With the development of China's economy and consumers' more participation in sports, mainland China has become a sport shoe and sport.

The most important production base is national brand and international brand.

He expected that the mainland market in China would reshuffle and enter a period of retail reorganization that had a major impact on the retail industry of sports goods.