The US version of Quora China thinks that... It is cheaper to take a high-speed rail plane in Asia

Another difference between international brands and domestic brands is the market in which they are located. People who have lived in the United States and Europe should know how much the people there like sports! From the beginning of elementary school, various sports clubs, competitions. Just look at the bodies of young people and our young people. See how much time they spend on sports each week, and how many of us are there. Up to now, many parents regard sports as an auxiliary course. Academics are more important. These concepts do not change, domestic sports brands can not be compared with international brands. These markets are an important soil for achieving brands. This is also why the development space of the Chinese sports market is still very large. And now the whole fashion style tends to exercise and has created a greater momentum for the development of the sports industry. The following is an article I wrote to "Weekly Pictorial" "China Fashion Industry Column" in 2016. The interviewees were all people who have worked in the sports industry for more than 20 years. I hope to give you an analysis of different perspectives. ----------- How far is the Chinese local sports brand from the international first-line brands? In the case of the global downturn in the retail industry in 2016, China's sports market has shown a strong growth trend. The 2015 earnings report of Belle Group, the nation's largest sports goods retailer, showed that although its core footwear business only experienced a difficult increase of 3.2%, its agency-based sports brand performance increased by 17.2%. Li Ning, which has always been regarded as China's benchmark national brand, finally made a profit in the fourth year of 2015 after losing three consecutive years. Anta, the brand that came out of Fujian, the birthplace of Chinese sports brands, broke through the 10 billion mark in 2015, reaching 11.1 billion, an increase of 24.7% compared with 2014. All of this data shows that although the retail industry, including China, continues to struggle, the Chinese sports market is becoming more prosperous. So, how far is it that local brands that are in the world’s eye-catching and prosperous sports market are at the level of international first-line brands? Several managers who have worked in the sports industry in China for more than 20 years agree that “(this distance) is still far away!” Their careers began in the mid-1990s: the current general manager of the product division of an international brand. Li Wei, who has worked in China and the United States for many years, is familiar with the differences between the Chinese and American sports markets; Shanghai Jiaotong University, a high-profile student, has worked in Nike and Adidas Sports Market for nearly 15 years, and is currently the director of Alibaba Sports Company's event operations; He has been a marketing manager for 13 years. He was the deputy general manager of Yao Ming’s Shark Basketball Club and is currently the assistant to the chairman of the Greenland Group Shenhua Club. In business analysis, there is an important PEST environmental theory, namely Politics, Economy, Society, and Technology. Several industry executives believe that the difference between China and the world's sports powers, the difference between the two in the PEST environment is the objective reason that Chinese local brands are difficult to look at the international first-line brands. As everyone knows, in China, athletes can only have more brilliant achievements after entering the system. This kind of national power to cultivate the so-called "national athletes" system, although repeatedly criticized, is a policy stubborn disease that cannot be changed in a short period of time. Qian Anke, who has been in charge of commercial operations for many years in domestic clubs, said that in the case of the US NBA and China's CBA, in the United States, the NBA is completely market-oriented, and the government has no intervention power; but in China, although in theory, The CBA is also a professional team, but it may be reduced or adjusted by the Basketball Association because the national team prepares for the game. Accordingly, the sponsorship effect of the relevant sports brand sponsors will also be affected. In terms of commercial operations, the Chinese market has also shown its huge gap. Qian Anke said that in the case of the US NBA, they have a team leader. In parallel, there is also a general manager who is responsible for the business operations of the club. The two are independent of each other and do not interfere with each other. This makes the club's business operations not affected by the players too much. Therefore, the commercial operation department not only has independent authority, but also the business operation mode can be more diversified. But Chinese clubs are almost entirely player-centric, and business operations rely more on the performance of the sports team during the season: the team's performance is good, the sponsors are good to find, then the club's income will be good. But there is only one championship per season, what about the rest of the team? In the traditional Chinese concept, sports are just what athletes should do, and athletes are a group of people with "developed limbs and simple minds." In the United States, starting from kindergarten, both parents and schools pay great attention to cultivating children's exercise habits and encourage them to participate in various clubs in the school. It is these sports clubs that run through elementary school until the university, which has trained a large number of sports fans for the United States. Many of them still insist on exercising when they reach the old age in the traditional Chinese concept. These sports enthusiasts not only provide a huge base for the United States to excavate world-class players, but also constitute a huge consumption base for sports brands.