OEM production has become the drawback of China's sporting goods development
2025-07-23 07:06:13
In 2014, the issue of OEM (Original Equipment Manufacturer) production became a significant challenge for China's sporting goods industry. The lack of strong brand development has left many Chinese companies stuck in the low-end market, both domestically and internationally. Their main competitive advantage was low pricing, which led to intense homogenization in products and a sharp decline in profit margins. Unlike foreign brands that have effectively used branding as a strategic tool, Chinese brands have struggled to build a strong identity.
For instance, while brands like Double Happiness have consistently focused on specialization, Li Ning only recently found its professional path after years of uncertainty. Meanwhile, most other domestic brands, such as Anta, are positioned at the lower end of the market, targeting mass consumers with broad distribution and star endorsements. This approach has resulted in a lack of clear brand image and core value, making it difficult for these companies to stand out in the global market.
As a result, Chinese sports enterprises often find themselves competing in the same segment, leading to price wars and inefficient resource allocation across the industry. Many of these companies have long relied on OEM production, which limits their growth potential. Additionally, they face challenges in terms of human resources, particularly in hiring highly skilled technical personnel. Insufficient investment in R&D activities has further weakened their ability to innovate, develop new products, and secure patents. This lack of innovation ultimately hinders their competitiveness and long-term development in an increasingly globalized market.
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〠Blister packing 】
- Bubble case packaging is made of transparent plastic to clearly show the appearance of the product, while protecting the curtain rod and accessories from the external environment.
- Transparent bubble shell design is convenient for customers to intuitively understand the product details, improve the desire to buy.
〠Blister packaging 】
- Blister packaging is made of environmentally friendly materials, which is environmentally friendly and has good shock-proof effect.
- Different specifications of the blister mold can be customized according to the shape of the product to ensure that the product is securely fixed in the package.
〠Color box packaging 】
- The outer packaging of the color box is made of high quality cardboard material, printed with exquisite patterns and detailed descriptions, which is easy to carry and store.
- Contains product usage guide and warranty information, so that users can quickly understand product features and installation steps.
〠Clip binding 】
- Clip binding technology closely connects the parts together to avoid scattering or loss during transportation.
- The design is reasonable and easy to disassemble, ensuring that users can easily obtain the necessary accessories for installation.
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