A Discussion On The Upgrading And Transformation Path Of My Country's Sports Goods Manufacturing Industry Based On The Smile Curve Perspective

With the global common development of the economy,China's sporting goods manufacturing industry has broken through the original national boundaries and embedded in the global value chain system.China's sporting goods manufacturing industry is in urgent need of upgrading and transformation.How to enhance the competitiveness of sporting goods manufacturing enterprises in the market,how to enhance the added value of sporting goods,and how to achieve enterprise upgrading and transformation in the industrial chain system have become a series of development problems faced by China's sporting goods manufacturing industry.Based on this,firstly,through the use of literature method,this paper collates and collects the relevant research literature of smile curve and transformation and upgrading of manufacturing industry;secondly,it subdivides the research object into self-brand and trade-processing sporting goods manufacturers,and uses case analysis method to analyze the selected research object;finally,it uses comparative analysis method to analyze the production of the research object.By comparing the management data,we can get the development situation of sports goods manufacturing enterprises in China,and draw the following preliminary conclusions:(1)The vast majority of sporting goods manufacturing enterprises in China are in the production and manufacturing link of value chain.The low added value of products obtained by enterprises,the lack of independent R&D capability and the rising economic costs have become the direct factors restricting the sustainable development of sporting goods manufacturing enterprises in China.(2)Although China's independent brand sporting goods manufacturing enterprises have carried out research and design of brand products and product promotion and marketing,there are still a series of problems such as low technology content of independent brand products,lack of market competitiveness and so on,which lead to low added value of products.However,owing to the long-term OEM production,there are some problems in the OEM sporting goods manufacturing enterprises,such as low market bargaining power and low added value of OEM products.(3)The upgrading and transformation path of China's OEM sporting goods manufacturing enterprises should first focus on improving the production,processing and manufacturing capabilities of enterprises,carry out the design and development of independent brands on the premise of upgrading the processing technology,and finally realize the upgrading path from the OEM production mode of sporting goods to the OEM production mode.(4)Our country's independent brand sporting goods manufacturing enterprises should focus on increasing the cost investment in product development and design and improving sales services,and promote the increase of added value of products by enhancing the competitiveness of independent brands in the sporting goods market,and ultimately realize the upgrading and transformation of enterprises.