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China to Create Name Brands for Sporting Goods
After Beijing won the bid to host 2008 Olympics, there came another good news that China Sporting Goods Federation, which became a member of World Federation of Sporting Goods Industry (WFSGI) in January this year, has been elected a board member of directors of the WFSGI.
Xu Zengwu, vice-chairman of China Sporting Goods Federation, said that the increasing status of China's Sporting Goods Federation is closely related with China's reform. About 65 percent of world sporting goods are made in China. Formerly, Chinese Taipei and South Korea used to be the bases for world sporting goods process, but now a majority of sporting goods production has been shifted to China's coastal areas.
China's membership in WFSGI should be largely attributed to China's growing sporting industry. "Now it is the best time for China to develop sports industry, and our current work should be focused on how to promote our products to the world market" Xu added.
He said that when world famous brands Addidas and Nike placed orders with China, they paid great attention on market promotion. On the contrary, most Chinese enterprises are still in a processing period. Although some brands like Lining, KangWei, Anta have become known in recent years, there still remain a large gap between them and the world famous sporting brands.
Lining Company has patronized many sports games, and by defeating Addidas it has ever won the sponsorship of equipping French gymnastics team. However, it is a matter that has come to the fore in recent years.
"So far, China has also established some famous brands, but their fames are limited in China only, and it may take 7 to 8 years for those brands to step out into the world, and we are confident of it," Xu said.
Beijing's success of winning the right to host 2008 Olympics has undoubtedly inspirited China's sporting industry. In order to create Chinese name brands, Chinese Olympic Committee will continue to better hold the annual sports expo, which has been developed to such a scale as being able to hold 3,500 exhibition booths, thereby providing a stage for Chinese enterprises to make a show of their sporting products.
In addition, a sporting goods sales corridor is under construction along road between Guang'anmen and Guangqumen in Chongwen District of Beijing. In the meanwhile, Chinese Olympic Committee is launching logos for chartered products, which will greatly raise China's name brands and their added value.
By PD Online Staff Member Li Yan
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