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Trends in Chinese sportswear industry uncertain – Report
22
Mar '12
The development trends in the Chinese sportswear industry are not optimistic and uncertain, says a recently released report from Deutsche Bank and Goldman Sachs.

In this regard, some experts say that the pattern of a major reshuffle of China's sports apparel industry has begun and enterprises are in bad need of breakthrough to upgrade.

Currently China has more than 10 sports brands, each with a scale of not less than three billion Yuan, but these brands show extreme homogeneity in products.

It will be good for the long-term healthy development of the industry by eliminating some enterprises with less competitiveness through industry reshuffle, says an expert.

According to authoritative statistics, international sports giants like Nike and Adidas invest 5-10 percent of their sales revenue into new product development every year.

This is 40 times of the annual R&D investment by Li Ning, Anta and other local first-line sports Chinese brands.

Nike and Adidas sell creativity and culture, while local sports brands focus on product sales,. Designs are blindly copied and imitated, the expert added.

The days of taking cheap labour as core competitiveness are gone. Technological innovation has become a key competitive force for sportswear brands in the future, the expert concluded.

Fibre2fashion News Desk - China

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