Oyama Ki Serves As Chairman Of The International Sporting Goods Association To Open Up The Global Market.

2012 China International Sporting Goods Fair continues to be exhibited at the new Beijing exhibition. Mr. Oyama Ki, chairman of the International Sporting Goods Federation, has received an exclusive interview with the media about the biggest feature of this year's Expo. The sports Expo is held in the new national exhibition of nearly 100 thousand square meters. The fitness equipment exhibition area occupies half of the fifty thousand square meters. President Oyama Ki said: "this time the sports club feels that the changes and growth of the fitness equipment part is very great." Yesterday, Anta, a sponsor of the Chinese sports delegation, released the award dress of the London Olympic Games at the sports Expo. Mr. Oyama Ki believes that the Olympic atmosphere of the Olympic year has made this year's Expo more colorful.

Mr. Oyama Ki said that sports have two developing directions: competitive sports for Olympic champions, world champions and mass sports that manage personal health. During his visit to Beijing, he saw many Chinese middle-aged and old women taking part in the fitness activities in the park. Many Chinese teenagers took part in basketball. He thought, as Ma Jilong, director of the equipment center, said, the Chinese people's awareness and participation in national fitness are developing rapidly. The demonstration role of sports stars is of guiding and encouraging significance for national fitness. Yesterday, sports star Yao Ming is now popular with audiences. This is the best example.

Mr. Oyama Ki believes that most of the sports equipment of Chinese sporting goods enterprises, especially sports apparel enterprises, belong to fashion clothes, which can meet the daily wear needs of consumers. Compared with the professional sports brands abroad, especially the functional design of a Japanese special brand focused on a specific sport, the sports function of Chinese sports brand clothes and shoes, including Lining and Anta, is different. "The level of consumer income determines the market demand. At present, the demand for functional sports clothing and shoes is relatively insufficient in the Chinese market. With the development of economy, people who take part in physical training will have more professional functional requirements and the market will also increase."

As for the overseas expansion of Chinese sports brands, Mr. Oyama Ki also put forward his own proposals. He said: "the expansion of overseas markets must take into account the needs of overseas customers. For example, Asians have little demand for shoes, but American consumers require soft air cushions, while German consumers prefer hard air cushions, taking into account the different needs and details of different markets." Speaking of the differences between China and overseas markets, Mr. Oyama Ki said that the sales of sporting goods abroad are all kinds of brands gathered in a department store, while China's retail system is more inclined to choose brand stores. Brand stores can see a full range of products of a brand, help to cultivate brand level, and all brands gathered in one store to enable consumers to choose the most suitable products in the shortest time by comparison. These two models have their own advantages. They can not simply compare who is better, and be able to combine the advantages of the two modes.

Oyama Ki is president of the international sporting goods association and President of Japan sports brand ASICS. Speaking of the development path of Japanese sports brand, he said: "private enterprises have encountered many problems at the beginning of their development. Although the government did not provide direct policy support, they encouraged schools and families to participate in sports activities, which provided indirect help for the development of sporting goods enterprises. China has a large market and hopes that the government can encourage more ordinary people to participate in sports rather than a few elite sports. "