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To Hold Up The Sports Industry For More Well
Currently the sports industry has become one of the world's largest industry, which includes sports events, sports products, sports equipment and sports and cultural aspects, with a huge industrial chain. It is understood that the current global annual production value of the sports industry as much as 400 billion U.S. dollars, the industry maintained an annual growth rate of 20%. China's sports industry accounts for the proportion of GDP is estimated that only about 0.7%, while the ratio in developed countries are more than 2%. China's sports industry is only several hundred million yuan, at the present stage of China's consumption needs and capacities of sports is still in accumulation phase, expected in Beijing 2008 Olympic Games, the spending power of an accelerated release, China's sports industry will enter peak development.
Although China is not a power sports industry, it is the world's largest producer of sports goods, its production accounted for 65% of the world market. It is noteworthy that some of the world's leading sports brands, with annual sales of several billion dollars, they can come up with a few of millions of dollars to do the world's leading sponsor of sporting events, while some domestic enterprises as Nike, Adidas, etc. do OEM, can make very little profit each year. Compared with the world powers of sports products, the "feeble" sports brand in China are facing how to brand bigger and stronger.
Walking into department stores, sporting goods market at home and abroad dazzling, but the country's domestic-known sports brand does not have much. When a product reaches a certain scale, the creation of brands becomes the problem of how to choose a breakthrough? Although sports marketing in China is no longer strange, but the business impact of the use of sports to promote rapid growth of China's sports brand? 5 consecutive years since the domestic sports shoes market share in the first of Anta, known as the "engine of the Chinese league," with many sports events at home and abroad to create brand impact, use of brand development, market expansion out of a " Anta "their success.
Fujian Jinjiang China's shoes are.
80 to 90 years of last century, there were thousands of travel footwear. Jinjiang's sports when nearly all businesses rely on outside vendors for processing, so did Anta come. But this "wedding gown for another person" model from product development to brand operation has inherent deficiencies, no matter how well you do not own the brand. At this time, Anta made a risky and bold decision: to develop its own brand.
Anta said Ding Zhizhong, President of the control in the world famous brands such as Nike, Adidas's success, without exception, take the brand. The Anta in the previous 10 years, has been walking the road of business products, few invested in building brands. Although Anta can produce high quality sports shoes, but the lack of brand appeal, the market has been unsatisfactory. So, we decided to start from the operation of product changes to the brand.
How to build well-known sports brand?
Ding Zhizhong said: "Anta has been going in the sports marketing company in the forefront of the domestic counterparts. A professional sports stadium brand can not be separated, we rely on major sports events at home and abroad to promote the brand, this brand of sports culture and the fusion of pretty effective. 2000 Sydney Olympics, after careful planning, Anta won the first battle after the establishment of brand management. We look for the enormous influence of the Olympic strategy, the Chinese sports delegation in a gift a pair of shoes also hired well-known national table tennis champion Kong Linghui to do their own brand spokesperson. because table tennis is the national sport, with the winning of Kong Linghui, Anta start has been widely accepted. Anta by Sydney Olympic Games and red, jump To the famous sports brand. "
How to brand strength as an international brand in China? Ding Zhizhong that in the face of economic globalization, business is always a business, not in setting. From the perspective of long-term development, build international brands of Chinese enterprises is the inevitable route. Now we are Singapore, Russia and other countries, the market performed well, where Anta has certain influence. After 2008, we plan to use the opportunity of the Beijing Olympics, will gradually ANTA brand promotion to the world, to play an international brand Anta.
Referring to the experience of success, Ding Zhizhong said: "Anta's 15 years in operation, I use three words to summarize, is to insist on 'brand first, innovation, dedication and diligence' three operating principles. We have been adhering to the The core concept of innovation and change, this is the biggest factor in business success. If an enterprise management, product development, development mode, not its pioneering spirit, can hardly succeed. "He said that from last year Anta entered a new phase, marked by a significant release of "never stop" slogan, I hope to ANTA in 2011 worldwide sales in the top 10.
In some developed countries, sports industry development scale and speed has been in the national economy plays a decisive role. We believe the 2008 Beijing Olympic Games will be the rare opportunity of China's sports development, in enhancing the competitive level of sports, but also bring China's sports industry will take off.
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