Research On The Supply Dilemma And Countermeasures Of China's Sporting Goods Market From The Perspective Of "Supply-side Reform"

As a sunrise industry in the development of China's national economy,the development prospect of sports industry is highly expected.Especially since the “Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption”(which is referred to as "opinion" in the following content)issued by the State Council in October 2014,the development of sports industry has risen to the national strategic level for the first time in China.The development of the sporting goods market plays a vital role in promoting the sports industry.At present,in the added value of the sports industry in China,the added value produced by the sporting goods market has reached more than 70% of the total value added in the sports industry.Therefore,we should promote the development of the sports goods market in China,it has great significance to promote the sports industry and to increase the added value of the sports industry.There is a phenomenon of “misplacement between supply and demand" resulting from the "excessive" supply of the ineffective goods and the "insufficient" supply of effective products in sporting goods market of China.The main purpose of the implementation of "supply-side reforms" in the sporting goods market is to increase the effective supply and reduce the ineffective supply of the sports goods market.Its main approach is to start with the supply side and increase the market competitiveness of the products by liberating the productivity of the enterprises,thereby promoting the healthy and sustainable development of the sports goods market.Meanwhile,the problem of low supply efficiency and insufficient supply quantity in the sports goods market makes it difficult to meet the growing diversified consumption demand of the public.This is also the logical starting point for implementing supply-side reforms in the sporting goods market.In the Party's Nineteenth National Congress report,it is proposed to deepen structural reforms on the supply side.It is necessary to focus on improving the quality of the supply system and enhance quality advantages in economic development.In the new era of china,the major social contradictions in our country have been transformed into the contradiction between the people's ever-growing needs for a better life and unbalanced and inadequate development.Therefore,the implementation of structural reforms on the supply side of the sporting goods market can promote economic development and meet people's growing needs for a better life.In this paper,the research methods are mainly about the method of literature,logical analysis,quantitative analysis and qualitative analysis,and according to the research content,combining theory knowledge about sports management,sports economics and sports marketing,Analyzing the development status and development prospects of China's sporting goods market,and studying the supply dilemma and development strategy of China's sporting goods market based on the perspective of supply-side reform.The study found that the main contradiction that has plagued the development of the sporting goods market in China is the contradiction between the "insufficient supply" of effective sports products and the "overage supply" of inefficient products.The effective supply of sporting goods plays a central role in the development of the sporting goods market.The key to developing the sporting goods market is to promote the development of sporting goods.The current development of the sporting goods market in China is mainly manifested in the following aspects:(1)Sports brand is increasing with the increase of sports goods enterprises;(2)The types of sporting goods also goes from singleness to diversity;(3)The increase in people's purchasing power and desire has led to a sustained increase in the sales of sporting goods;(4)The ownership of sporting goods companies is characterized by a mixed system;(5)The sales channels for sporting goods have also shifted from “offline” to “online”.Sales channels are increasingly diversified.As China's economy has entered a new normal,people's spending power continues to increase,and their awareness of participating in sports and fitness continues to increase.The future development of the sports goods market will also exhibit the following prospects:(1)The increase in consumption of sporting goods has prompted the expansion of consumer demand in the domestic sports goods market;(2)Various policy promote the development of the domestic sports goods market;(3)Professional and intelligent sporting goods increasingly satisfy consumer demand for professional and personalized sporting goods,and gradually occupy the sporting goods market;(4)The increasing of women's awareness for participating in sports has brought about a further release of the huge potential of the female sportswear market;(5)The successful bid for the Winter Olympics has further boosted the consumption of winter sporting goods.Through the analysis of the development status and future development prospects of China's sporting goods market,it is found that although the future development potential of China's sporting goods market is very large,but china's sporting goods market is still have the following development dilemmas in the context of supply side reform:(1)There is a phenomenon of “misplacement between supply and demand" resulting from the "excessive" supply of the ineffective goods and the "insufficient" supply of effective products.(2)The "quality" of the sporting goods market needs to be improved,mainly due to the fact that the technology content of sporting goods needs to be improved and the brand effect needs to be strengthened;(3)The supply structure of the sporting goods market is irrational.It is mainly reflected in the lower market concentration that results in inferior quality of sports supplies and lack of innovation.Based on the perspective of supply side reform,the following development proposals are proposed for the difficulties faced in the development of China's sporting goods market:(1)Seizing policy opportunities and developing new markets of sporting goods actively;(2)Increasing investment for scientific research,increasing the technological content of products;(3)Improving the brand's value of China's sporting goods;(4)Creating large-scale enterprise groups to exert the cluster effect;(5)Innovating Actively and developing innovative awareness;(6)Implementing the model of Shared development.Based on the above recommendations,we hope to solve the most prominent contradiction between supply and demand dislocation in China's sporting goods market through the perspective of supply side reform.And provide a reference for the development of the sports industry and related departments.