中国的体育用品行业在企业发展前期迅速崛起,却在进入成熟期后迷失了方向,除了国内运动品牌的同质化使然,另一方面,国际品牌对中国市场的野心昭然若揭,更加大了终端的压力,这直接导致了2011年中国体育用品行业整体销售虽能保持低位数增长,但面对库存,行业竞争更为剧烈。纵观来看,中国体育用品的市场集中程度仍然较低,即使是处于领先地位的企业,对市场的影响力也很低,存货周转率放缓,存货的消化速度下降,加上这些公 China’s sporting goods industry in the early rapid development of enterprises, but after entering the maturity lost its way, in addition to the homogenization of the domestic sports brand, on the other hand, the ambitions of the international brands on the Chinese market, exposing more and more Terminal pressure, which led directly to the overall sales of China’s sporting goods industry in 2011 although able to maintain low growth, but the face of inventory, industry competition more intense. In general, the market concentration of sporting goods in China is still low. Even the leading enterprises have very low market influence, slowed the inventory turnover and reduced the inventory digestion. In addition,