Chinese Sporting Goods Industry Should Focus on the Idea of Putting People First

　　With the development of Chinese sporting goods industry, people are familiar with Chinese brands like Li-Ning and Anta. Extensive expansion has made them got in trouble. This is common during the development of Chinese Economy.

　　To make it clear, sporting goods industry is not equal to sports industry. Sports industry consists of sporting goods industry, public sports service and sports performance industry. They are mutually dependent and interacting.

　　Seen from the aspect of enterprise management, the problems that Chinese enterprises have faced have something to do with their market assessment, marketing strategy, and brand culture.

　　The current structure of Chinese sports industry shows that China lacks sports consumption and Chinese performance market is not mature. All these factors limit the development of Chinese sporting goods industry.

　　In 2008, the proportion of Chinese sports industry in GDP was about 0.52% while the percentage was usually over 1% in the developed countries. This means that Chinese market has great potential and opportunities. If more and more people take part in physical activities and the public benefits from the development of sports cause, sporting goods industry will surely get promoted.

　　Therefore, Chinese sporting goods industry should focus on the idea of Putting People First.