Study On The Development Of China’s Sports Nutriion Industry

China has changed from the surviving stage to developing stage. In developing stage, the demand for life quality has increased, more and more people are participating in sports, thus new challenges has presented themselves in the development of sports nutrition industry. This paper uses research methods such as literature research, field research, case study, comparative study and others, in depth analyzes China’s sports nutrition industry, reaches conclusions as follows:First, the market demand of China’s sports nutrition industry is insufficient which is caused by:while the income level and the structure of consumption change, the number of people who actively participate in sports especially those who pay to participate in sports has not increased; people who participate in sports have vague knowledge and recognition of the functions of sports nutrition; the supervision and regulation of food safety are not strict enough. Second, the number of the suppliers of sports nutrition in the market and the size of sports nutrition market are relatively small. Compared with developed countries, the categories, the number and the quality of sports nutrition still need to be increased. Third, from perspectives of market concentration rate, barriers to entry and products differentiation, the current market structure of China’s sports nutrition industry is oligopoly. However, accompanied by the increase of number of competitors in the market and the expand of the market size; the market structure will shift to monopolistic competition. Fourth, the experiences of western countries in research of sports nutrition, successful marketing strategy and strict governmental supervision and regulation will provide important reference in the development of China’s sports nutrition industry.Based on the conclusions above, this paper proposes the strategy thinking and suggestions for the development of China’s sports nutrition industry as follows:first, implementing the strategic restructuring. The development of China’s sports nutrition starts from elite sport, the overall positioning of China’s sports nutrition industry emphasizes on niche markets. With the development of the economy, the market demand is shifting from niche market to mass market. China’s sports nutrition industry should make strategic adjustment and facilitate industry development by changing market positioning from elite athletes to mass consumers. Second, enhancing the research and development of technology. Based on different needs of different groups, China’s sports nutrition industry should enhance the development of functions of sports nutrition by long-term continuous investment; build wholesome service system of sports nutrition in improving health; develop and import the technologies and equipments of food quality supervision and regulation. Third, brand building. The companies in sports nutrition industry should put more energy in promoting new concepts and technologies of sports nutrition, letting more consumers accept the brand-new value of sports nutrition. Fourth, the government should conduct system reform to ensure orderly competition and healthy development of sports nutrition industry by supervision and regulations, for example, build sports nutrition company credit alarming system and risk evaluation system, regularly publicize the list of qualified sports nutrition products and companies, continuously modify the national standards of sports nutrition. Fifth, the association of sports nutrition should play a better role in industry development, by effective communication with government departments, the association should promote the set-up of sports nutrition supervision, regulation and examination system and national public nutrition examination and evaluation system, modify and improve the association standards of sports nutrition, implement scientific and effective manufacture regulation of sports nutrition, facilitate the popularize and introduction of sports nutrition to the public and ensure the rights and benefits of consumers.