CONTENTS

The first part Relevant definitions and investment characteristics

Chapter one Relevant definitions and investment characteristics of sportswear market  23

Section one Relevant definition and classification of sportswear market 23

First, concept of sportswear     23

Second, the kinds of sportswear      26

Section two Characteristic of the sportswear 27

Section three Investment characteristic of sportswear market   32

First, definition of sportswear trade 32

Second, investment characteristic of sportswear trade       32

The second part Analysis of current situation of the development of market

Chapter two Current situation of the development of sportswear market       38

Section one Analysis of current situation of the development of trade of sporting goods of our country  38

First, current situation of the development of sporting goods industry of our country  39

Second, seize the opportunity, promote the industry of the sporting goods to shift      43

Third, new growth engines of sport of our country       44

Fourth, choose the breach, hit out the international market voluntarily   46

Fifth, thinking of development of sporting goods industry of our country after " entry to WTO " 49

Section two Development overview of sportswear market of the world    54

First , the current situation and state of development of sportswear market of the world    54

Second, distribution pattern of sportswear market of the world 57

Third, analysis of the surface fabric of many kinds of sportswears   59

Section three Current situation of development of Chinese sportswear market     64

First, development analysis of sportswear and cansualwear trade of our country 64

Second, development characteristic of Chinese sportswear market of the present stage   65

Third, the distributed pattern of Chinese sportswear   77

Four, 2004-2005 Antaual Chinese sportswear marketing analysis   81

Fifth, existing problem and development of Chinese sportswear market 85

Section four Disparity of domestic brand and the world brand of sportswear 90

First, the advertisement advocates being exaggerating, the marketing tactics are single   91

Second, lack effective brand strategical planning 92

Third, technology lacks innovation , function interests are not strong     93

Fourth, the product line is too long, lack the professional and leading products   94

Fifth, the sports brand is supported , lack the communicate with the goal colony in an all-round way      95

Sixth, the design is single , the style is upgraded too slow, the craft lags behind and does not unify with the specification       96

Chapter three Imports and exports analysis of Chinese sportswear   97

Section one The imported analysis of Chinese sportswear       99

First, sportswear import situation     99

Second, import situation of sports shoes       101

Section two The export analysis of Chinese sportswear     102

First, sportswear export situation     102

Second, export situation of sports shoes       104

Third, competitiveness analysis of international and Chinese market of sportswear and sports shoes    104

Fourth, the exports existing problem and counter-measure of sportswear of our country   106

Section three The trade barrier and counter-measure of Chinese sportswear exports       109

First, the Chinese sportswear exports trade barrier analysis     109

Second, countermeasure that Chinese sportswear enterprises expand export     110

Third, the tactics analysis that how to deal with the export trade barrier of sportswear       114

Fourth, enterprise's export faces the new-type trade barrier     117

Chapter four Main analysis of export market of the Chinese sportswear  119

Section one Japanese sportswear market in 2004-2005    119

First, analyse the Japanese clothing market situation, open up the new thinking to Japanese   119

Second, Japanese sportswear market in 2004-2005   120

Third, demand trend of the products of 2004-2005 of sportswear    122

Fourth, Japanese sportswear surface fabric market    123

Section two North American sportswear market    124

First, 2004-2005 Antaual American sportswear market      124

Second, 2000-2005 Antaual Canadian sportswear market 135

Section three European Union and British sportswear market   145

First , European Union clothing , sportswear market analysis    145

Second, German sportswear market      152

Third, French sportswear market     154

Fourth, Italian sportswear market    160

Section four British sportswear market in 2002-2004  161

First, British sportswear fashion trend    161

Second, British sportswear market situation  161

Third, British resident's sportswear consumption habit       163

Fourth, prospect of British sportswear market of 2005       164

Fifth, the women's clothing of British sportswear market show one's talent in 2005 164

Sixth, seven major tendencies of the British clothing market at present  167

Section five Sportswear markets of other countries     174

First, S.Korean sportswear market  174

Second, Australian sportswear market   176

Third, Russian sportswear market   182

Chapter five Requirement forecasting of sportswear market       187

Section one Prediction that the sportswear market demand in the world 187

First, the sportswear market of the world increases year by year     187

Second, the sportswear trade develops pattern of the world the new change arises in the future    192

Third, demand analysis of outdoor sportswear     192

Fourth, the sporting goods cast the sight on the woman    197

Section two The development and supply trend of the world sportswear and surface fabric      199

First, popular tendency of sportswear in 2005-2006   199

Second, developing direction of the sportswear surface fabric  201

Third, In 2005-2006 sportswear surface fabric fashion trend    202

Section three Factor influencing demand of the sportswear      205

First, the main factor which influences the demand of sportswears to guide that the product is subdivided    205

Second, the second main factor analysis of the influence demand  205

Third , the most direct motive force of consumers' demand       206

Section four Scale of demand and predicting of the Chinese sportswear market  207

First, sports consumption expenditure change of the national family       207

Second, sports consumption expenditure structure of the national family      209

Third, Scale of demand and predicting of sportswear market of our country  211

Fourth , it is still obvious to the export advantage 214

Fifth, the domestic market potential is enormous  214

Sixth, Supply and demand analysis of the staple of the first half of 2005       214

Chapter six Consumers analyse 217

Section one The subdivision of the consumer's market of the sportswear      217

First , market subdivision and goal consuming groups of the sportswear       217

Second, population subdivide and structure of sportswear market of our country 218

Third, age subdivision and consumption structure of the sportswear market 220

Fourth, the subdivisional market of consumer's interests and consumption structure of sportswear market   223

Fifth,the subdivisional market of the position and sportswear market      224

Section two Young and middle-aged consumer's market analysis of goal market 226

First, composition analysis of the young and the middle aged of consuming groups of goal      226

Second, the investigation and analysis of the teenagers' sportswear at the end of 2004 to the beginning of 2005       228

Section three The consumption and analysis of students and school sportswear 238

First, the current situation of 2005 student's sportswear consumption    238

Second, the sporting goods of school of one province has been investigated and analysed at the beginning of 2005       241

Section four The factor which influence consumers to buy of the sportswear 251

First, consumer's own factor     252

Second, social factor  253

Third , the factor of enterprises and products      254

Section five The analysis of the consumers' partiality  257

First, the partiality of price 257

Second, the partiality of brand  259

Third, the partiality of color       262

Section six Impact on sportswear consumption of consumer's income     264

First, Synchronous of the sportwear consumption and the consumer's growth in earningsing   264

Second , the situation of sportwear consumption and the economic income of different professional consumers  264

Section seven Consumer's cognition of our country with international sportswear brand    266

First, consumer's cognition of sportswear brand  268

Second, consumer's cognition of sports shoes brand 268

Third, brand ideal image spokesman of the sportswear in consumer's mind  270

Chapter seven Marketing channel analysis of the sportswear     271

Section one The composing of domestic marketing channel of Chinese sportswear    271

First, the large-scale market / department store   271

Second, the ordinary market / clothes shop  271

Third,Monopolized shop of the sportswear    272

Fourth , market , supermarket and chain store     272

Fifth, wholesale market      272

Sixth, mailorder    273

Seventh, online spending  273

Section two Reference of the system of marketing channel of the foreign sportswear 274

First,the analysis and reference of the retail way of the sportswear in U.S.A. 274

Second, quick retail mode of U.S.A. 285

Third, retail way of the Canadian sportswear market   291

Section three Way in which Chinese sportswear enterprises explore world market      292

First, way that the sportswear can be reference   292

Second, way that the sportswear explores world market     293

Section four Famous sportswear enterprises explore world market the way can be reference   301

First, sport enterprises draw lessons from Li Ning and open up the national market of Russia  301

Second, sport enterprises draw lessons from the American sport playshoes and expand the European market   309

Third, the sportswear draws lessons from the Italian sport dress --Listing case of Lotto Guangzhou       312

Chapter eight Market analysis of the sportswear       322

Section one Comparative research of the sportswear market of the urban of western and eastern  322

First, current situation of urbanite's sports consumption of the western and eastern   322

Second, the limitative factor analysis of urbanite's sportswear consumption  325

Section two Sportswear market analysis of Beijing      327

First, capacity of sportswear market of Beijing      327

Second, sportswear marketing channel of Beijing       332

Third, sportswear brand competition situation of Beijing     333

Fourth, the analysis of the new idea of consumption in Beijing in 2005   334

Section three Sportswear market analysis of Shanghai      335

First , the social economic major indicator and sports consumption current situation of Shanghai    335

Second, marketing channel analysis of Shanghai sportswear   337

Third, Shanghai sportswear is prone to " recreation " 338

Section four Sportswear market analysis of Guangzhou     339

First, sportswear market scale of Guangzhou       339

Second, The situation that the consumer in Guangzhou buy the sportswears      342

Third, competition situation of sportswear brand in Guangzhou       346

Fourth, sportswear marketing channel of Guangzhou 348

Section five Sportswear market analysis of Chengdu  349

First, the scale state analysis of Chengdu sportswear market   349

Second, sportswear market competition state of Chengdu 352

The third part Pattern analysis of the competition

Chapter nine Market competition pattern of the sportswear  354

Section one Competition pattern of the sportswear market of the world of 2005   354

First, the sportswear market of the world will stand like the legs of a tripod in 2005     354

Second, 2002- 2005 American sports shoes market competition rise one after another     355

Section two the competition state analysis of Chinese sportswear market of 2005       362

First , the leading brand and occupation rate of market of the Chinese sportswear of 2005      362

Second, market competition state of the domestic brand on the Chinese market of 2005   364

Section three Micro competition situation analysis of Chinese sportswear trade   376

First, the distributed pattern competition of Chinese sportswear      376

Second, brand competition analysis of sportswear market 377

Third, advertising competition analysis of sportswear market    383

Fourth, products competition analysis of sportswear market     386

Fifth, the competition analysis of sportswear marketing      389

Sixth, Chinese sport marketing only one shallow fashion    396

Chapter ten Brand analysis of the international famous sportswear   398

Section one Nike  398

First, brief introduction of Nike and operation of Nike of 2005   398

Second , the condition and profit state of sales over the years of Nike   399

Third, Global operation state and sales situation of Nike in the whole world   401

Fourth, condition of sales of the sports goods of Nike of 2005  402

Fifth, Nike's development strategy of 2004-2005  403

Sixth, Nike shows one's own scientific and technological advantage       405

Section two Adidas     406

First, brief introduction of Adidas Company   406

Second, developing history of Adidas     408

Third, marketing tactics of Adidas    411

Fourth, the tactics of market of Adidas are imitated by other companies 415

Fifth, fault of Adidas Company - -Question analysis    421

Sixth, 2005 Adidas Company in Renaissance       423

Section three Reebbk 425

First , the international company of Reebbk and 2005 product profile    425

Second, market situation over the years of Reebbk company   429

Third, enterprise's administrative system of Reebbk --The clothing retails POS administrative system    431

Fourth, the way which Reebbk opens up Chinese market  432

Fifth, social marketing of Reebbk    438

Section four Converse       440

First, the brand introduction of Converse      440

Second, Converse open up China   441

Third, the Chinese market of Converse in 2005 and the Competition pattern with Chinese brand Li Ning      446

Fourth,The tactics of Converse in Chinese market of 2005       450

Chapter eleven Analysis of the Chinese outstanding sportswear enterprises       453

Section one Li Ning     453

First, brief introduction of Li Ning Company   453

Second, current situation of Li Ning Company      454

Third, information management network analysis of Li Ning Company    456

Fourth, Popularize strategy of Li Ning's brand in 2004-2005     459

Fifth, a new milestone of internationalization of Li Ning Company in 2004-2005    467

Sixth, make international brand ,Li Ning catch up with and surpass Nike 467

Section two Conway    471

First, brief introduction of KangWeiCompany       471

Second, catalogue of KangWei Company in spring of 2005      473

Third, the idea which prevail in Conway's movement in 2004-2005  474

Fourth, market operation tactics      474

Fifth, Conway's market tactics of 2004-2005 476

Section three GWEAT       481

First,Brief introduction of Gweat      481

Second, one dose of brand ideas of Witter   482

Third,The marketing tactics of Gweat Company of 2004-2005  482

Section four Anta 485

First , Anta brief introduction of enterprises   485

Second , Anta's culture      487

Third, marketing tactics of Anta       488

Fourth , The successful inspiration of Anta   492

Fifth, The enterprise marketing tactics of Anta in 2004-2005    494

Section five Double star     497

First, ten precededs in succession " for national sales volume that the double star will be continued to hold of 2005       497

Second, the products' reservation of 2004-2005 double star    498

Third, Brand tactics of Double Star Group in 2004-2005    500

Fourth, Tactics of making the transition of Double Star Group of 2004-2005 501

Fifth , the main accounting data and financial index of nearly three years of double star company  507

Sixth, 2005, sincerity lighted the brilliance of the double star    507

Seventh, Hi-Tech of double star      513

The fourth part The trend and market tactics analysis

Chapter twelve Market trend of the sportswear  514

Section one The prediction of the development trend of demand of sportswear of our country 515

First, prediction of the surface fabric and products development trend of sportswear of our country       517

Second, market potential analysis of Chinese sportswear  522

Third, seize the opportunity , open up the old sportswear market and have bright prospects    525

Fourth, the market prospects analysis of Chinese outdoor sportswear   532

Section two Competition trend prediction of sportswear trade   537

First, Hi-Tech competition  537

Second, brand competition       538

Third, channel competition       539

Fourth, manage ompetition       539

Fifth, innovative competition     539

Sixth, human resources competition       540

Seventh, idea competition 540

Eighth, information competition 540

Section three The prediction of marketing channel's development of sportswear 541

First, marketing network of compounding      541

Second , no shop to sell    541

Third, sell directly to households     542

Fourth, Chain operation    543

Fifth, sports chain store     550

Section four The direction of new product research of Sportswear  553

First, the direction of function and design of the sports shoes in 2005    553

Second, the forecast of the product development direction of sportswear     558

Third , Fashion trend of the sportswear of 2006   563

Fourth, the outdoor sportswear which use the Hi-Tech material have a bright future   565

Chapter thirteen Investment analysis of Chinese sportswear market 566

Section one Opportunity for development of Chinese sportswear market      566

First, the success of application for organizing the Olympic Games of China offers the opportunity of developing for sportswear enterprise 566

Second, good opportunity of enterprise's development of Chinese sportswear    570

Third, the improvement of the living standards of the people will increase the demand of sportswears   572

Fourth, the smoke of gunpowder of SARS rises from all around, the trade company of sportswear find the chance in the market   572

Section two The recommendation of enterprise's development tactics of sportswear   573

First, the competition is constant, the tactics of market subdivision is enterprise's victorious magic weapons 573

Second,Catch " seek Cool clan " , aim at youth    575

Third, 2005 the analysis of clothing manufacturer's investment in the world  578

Section three Adapting to the competition, brand strategy goes from sportswear enterprises   579

First, advantage characteristic of sportswear brand    580

Second, brand construction tactics of sportswear       582

Section four Enterprise's countermeasure of the medium and small sportswear   590

Section five The tactics of sportswear enterprise is WWW.COM      594

First , the current situation and state of development is WWW.COM      595

Second, The current application situations in China is WWW.COM 598

Third, Analysis of adaptability of the online sportswear      600

Fourth, the strategy sportswear enterprise is WWW.COM 605

Chapter Fourteen The correlated analysis of sportswear       611

Section one Ten main trends of Chinese consumer market      611

Section two Ubiquitous question of clothing trade 627

First, ubiquitous question in engage in at present       627

Second, thin and weak clothing brand marketing 629

Section three The sportswear should be able to meet various kinds of consumption demands in the future  632

CHART CONTENTS

Chart：The level demand characteristic and factor of influencing of the sportswear   25

Chart：The classification of the sportswear and the characteristic of classified sportswear       26

Chart：The compares of labor cost in the ten major fabrics exporter in the world 34

Chart：Contrasted forms in clothing trade in the world and sportswear trade in 1996-2010      54

Chart：The increases forms of the sportswear trade  54

Chart：sportswear trade trend picture of the world     55

Chart：the variation sale tendency form of the world sportswear     55