Research On Asset-light Operational Performance Of Sporting Goods Manufacturing Enterprises Under The Background Of Consumption Upgrade

In the new historical intersection period,the principal social contradictions in China have converted,and the change of people’s demand has accelerated the upgrading and optimization of consumption structure.In the process of consumption upgrading,the sports industry is gradually evolving from the viewing market to the participating market.It has promoted the upgrading of sports equipment in different scenes by subdividing various sports items.Consumers focus more on products with strong brand power,high fashion and differentiation,and expect the products to embody personal value.The output of all kinds of sporting goods in China have exceeded 60% of the world market over the years.It is a veritable sporting goods manufacturing country.However,most of the current enterprises are developed from the traditional processing mode,with backward management philosophy,lack of design sense,low technology content and unclear brand positioning.In order to win the favor of consumers in this round of consumption upgrading,enterprises need to work hard on product strength and brand value.The asset-light operation mode adopted by many enterprises is a good prescription.The asset-light operation model often requires enterprises to have strong brand competitiveness,control the upstream and downstream links of the supply chain through the information system,and strictly grasp the product quality.However,most domestic enterprises still have a certain gap compared with the mature companies in developed countries.China’s sporting goods enterprises must combine the basic national conditions and changes in consumer demand to find a suitable business model for their own development.Among the domestic sporting goods companies,the good performance of Biyinlefen is closely related to the implementation of the operation mode.Based on this,it gradually forms its own brand influence,maintains the previous profit level in the bottleneck period of the industry development,and continues to move forward steadily.Therefore,this paper studies the asset-light operation mode of Biyinlefen,hoping to supplement the theoretical research on the different effects of enterprise operation mode,and provide reference for the coming operation of other sporting goods manufacturing enterprises in China.The paper summarizes the available document on consumption upgrading and asset-light operation,combines with the theoretical basis of value chain and smile curve,expounds the current situation of China’s sporting goods consumption market,the upgrading path of sports industry under the background of the third round of consumption upgrading and the operation status of sporting goods manufacturing enterprises,and analyzes the asset-light operation mode that can be adopted by China’s sporting goods manufacturing enterprises under the background of consumption upgrading.Then the paper chooses Biyinlefen as the research target,analyzes its asset-light operation strategy in the business process,and compares the business performance with the industry average to comprehensively analyze Biyinlefen’s performance in the asset-light operation mode.Through the case analysis,it is found that:(1)Biyinlefen ’s asset-light operation mode strengthens its internal advantages.The company relies on a small amount of fixed assets to meet the operation of the enterprise,reduces the average cost of capital,achieves a higher level of profitability through high-end and differentiated products,and has sufficient cash reserves due to the improvement of market share and the right to speak up and down the supply chain.(2)Biyinlefen needs to constantly adjust its business strategy based on its operating conditions to maintain stable development,including promoting the construction of modern supply chain to improve response speed and optimize business decision-making,paying attention to R&D,supply chain management and retail talents to provide talent guarantee for the company’s high-quality development.From the case study,this paper draws the following conclusions:(1)the new growth point of sports consumption in the future is from the accurate positioning of the subdivision track,new consumer groups or new consumer demand,and high-quality products and services with real scientific and technological content.(2)When China’s sporting goods manufacturing enterprises adopt the asset light operation mode,they can create higher value by relying on the intellectual capital type of asset light,such as using new materials and new processes to help product upgrading,using new technologies to enhance the ability of rapid response,relying on the Internet to deepen the integration of marketing channels,and digging deep into the sports spirit of the brand.(3)The asset-light operation mode should reasonably plan the project funds,do a good job in the risk management of light assets,and deepen the integration of industry and finance in combination with their own characteristics and economic environment,so as to keep up with the pace of enterprise.