论文部分内容阅读
目前,在中国的体育服装市场上,竞争是前所未有的激烈。这种竞争状态是一种很巧妙的状态。如果激烈程度稍逊一些,李宁、安踏这种大规模企业可能尚在孕育中;如果激烈程度再强一些,市场上应该只剩下大品牌了。但事实是,所有的大品牌加起来,包括耐克、阿迪达斯、李宁、安踏等,在整个中国市场上最多只占一半份额,还有一半的市场尚处于原始星云阶段。因此,中国的体育服装品牌们正处于命运的三岔口。一种出路是快速积聚力量成为像耐克、阿迪达斯一样的恒星;另一种出路是缓慢地积聚力量,成为不大不小的行星。最后一种可能是被恒星或行星俘获,失去独立的存在。如何争取尽量好的出路,是本土品牌目前应该考虑的重要问题。
At present, competition is unprecedented in China’s sportswear market. This competitive state is a very clever state. If less intense, Li Ning, Anta, this large-scale enterprises may still in the breeding; if the intensity is stronger, the market should only be a big brand. But the fact is that all big brands, including Nike, Adidas, Li Ning and Anta, account for only half of the total market in China, and half of the market is still in the original stage of nebula. Therefore, China’s sportswear brands are at the fate of the fork in the fork. One way to go is to accumulate strength quickly to become a star like Nike and Adidas. The other way out is to slowly build up strength and become a modest planet. The last one may be captured by stars or planets, losing their independence. How to strive for the best way out is an important issue that local brands should consider now.