经济新常态下新型冠状病毒肺炎疫情对我国体育用品业的影响及应对研究

Impact of the COVID-19 Pandemic on Sporting Goods Industry and the Countermeasures Under the New Normal of China’s Economy

国家宏观经济运行与体育用品行业发展息息相关,以国家经济新常态为基础,结合目前我国体育用品业的发展态势,以定性研究为主,采用文献分析、个案调查等研究方法,探讨新型冠状病毒肺炎疫情对体育用品业的影响,并提出应对措施。经济新常态下我国体育用品业处于新旧动能转换的最佳赛道,市场前景广阔,行业规模及利润不断提升。新冠疫情给体育用品业造成巨大冲击,国内体育消费市场需求缩紧,国外市场进出口贸易受阻,迫使体育用品业转型升级,客观上加速市场资源优化配置,提升体育用品企业线上销售和品牌影响力。面对新冠疫情,建议体育用品业主体坚定市场信心,多路径拓宽市场销售渠道,搭建数字化立体产销平台;优化体育用品市场资源配置,提高产品质量及技术壁垒;加强消费者心理契合度,提高品牌管理和风险意识。

The national macroeconomic operation is closely related to the development of the sporting goods industry. This article is based on the new normal of the national economy, combined with the current development trend of China’s sporting goods industry, focused on qualitative research, used literature analysis, case investigation and other methods to discuss the effect of COVID-19 epidemic on sporting goods industry and to propose countermeasures. Under the new economic normal state, China’s sports goods industry is in the best track for the conversion of old and new power. The market prospect is broad, and the industry scale and profits are constantly improving. The COVID-19 epidemic has caused a huge impact on the sporting goods industry. Demand in the domestic sports consumer market has tightened. Import and export trade in foreign markets has been blocked. These have forced the transformation and upgrading of the sporting goods industry, objectively accelerated the optimization of market resources, and enhanced the online sales and brand influence of sporting goods companies. In the face of the COVID-19 epidemic, it is recommended that the main body of sports goods industry should strengthen the market confidence, broaden the marketing channels through multi-path, and build a digital three-dimensional production and marketing platform;optimize the allocation of sporting goods market resources, improve product quality and technical barriers;and strengthen consumers’ psychological fit, improve brand management and risk awareness.