Oyena Mvelisi weZinxibo zeMidlalo waseTshayina: Ujongo olusondeleyo kwii-Brand zokunxiba eziKhokelayo kwi-Athletic

Ngaba unomdla wokufunda ngakumbi malunga nomenzi wempahla yezemidlalo ephezulu eTshayina? Ungajongi ngokubhekele phaya, njengoko sijonga ngakumbi kwiimpawu zembaleki eziphambili ezilawula urhwebo. Ukusuka kuyilo oluyintshayo ukuya kwimathiriyeli ekumgangatho ophezulu, fumanisa ukuba yintoni eyenza ezi mpawu zahluke kwaye kutheni zilukhetho lokukhetha iimbaleki kunye nabo bathanda ukomelela kwihlabathi liphela. Ngena kwihlabathi lokwenziwa kwempahla yezemidlalo yaseTshayina kwaye utyhile iindlela zamva nje kunye nabadlali abaphezulu kwishishini.

- Ukwazisa uMvelisi weZinxibo zeMidlalo yeNkulumbuso yaseTshayina

I-China iye yazuza udumo kwiminyaka yakutshanje njengomvelisi ohamba phambili kumashishini ahlukeneyo, kuquka nezemidlalo. Ngokukhula kobukho kwimarike yokunxiba yeembaleki zehlabathi, iinkampani zaseTshayina zenza uphawu lwazo ngeemveliso ezikumgangatho ophezulu kunye noyilo oluyilayo. Kule nqaku, siza kujonga ngakumbi omnye wabavelisi bezemidlalo e-China kwaye sihlolisise ezinye zeempawu eziphambili ezenza amaza kwishishini.

Ukwazisa uMvelisi weZinxibo zeMidlalo yeNkulumbuso yaseTshayina

Enye yeenkampani ezibalaseleyo kwishishini lezemidlalo laseTshayina yi-Anta Sports, ethe yaphakama ngokukhawuleza yaba yenye yeembaleki eziphambili zokunxiba kweli lizwe. Yasekwa ngo-1994, uAnta useke ubukho obuqinileyo ngaphakathi nangaphandle, egxile ekuboneleleni ngezixhobo zokusebenza ezikumgangatho ophezulu kwiimbaleki zawo onke amanqanaba. Inkampani inoluhlu oluhlukeneyo lweemveliso, kubandakanya izihlangu, iimpahla, kunye nezixhobo, ezilungiselela uluhlu olubanzi lwezemidlalo kunye nemisebenzi.

Impumelelo ka-Anta inokunxulunyaniswa nokuzibophelela kwayo kwizinto ezintsha kunye nomgangatho. Inkampani ityala imali eninzi kuphando kunye nophuhliso, izama rhoqo ukuphucula iimveliso zayo kwaye ihlale iphambili kukhuphiswano. Oku kuzinikezela ekugqweseni kuzuze i-Anta iimbasa ezininzi kunye nokuwongwa, ngakumbi ukuqinisa isidima sakhe njengomvelisi wempahla yezemidlalo ophambili.

Ukongeza kwi-Anta, kukho ezinye iintlobo ezininzi zeempahla zemidlalo eziye zavela e-China kwiminyaka yakutshanje. I-Li-Ning, enye i-brand ekhokelayo yokunxiba kwezemidlalo, ifumene ukulandelwa okuqinileyo e-China nakwamanye amazwe, egxile kuyilo lwesitayile kunye netekhnoloji yokusika. I-361 Degrees lolunye uhlobo lwempahla yezemidlalo yaseTshayina eyaziwayo ngeemveliso zalo ezikumgangatho ophezulu kunye namaxabiso afikelelekayo. Ezi mpawu, kunye nezinye ezifana ne-Peak kunye ne-Xtep, zibonakalisa ukuba i-China ingamandla okubalelwa kumashishini emidlalo yehlabathi.

Impumelelo yabavelisi bempahla yezemidlalo yaseTshayina ingabalelwa kwizinto ezininzi. Amandla okuvelisa elizwe avumela iinkampani ukuba zivelise umthamo ophezulu weemveliso ngamaxabiso akhuphisanayo, nto leyo eyenza ukuba iimpahla zemidlalo zaseTshayina zibe lukhetho olunomtsalane kubathengi kwihlabathi liphela. Ukongeza, iibrendi zaseTshayina ziye zakhawuleza ukwamkela itekhnoloji entsha kunye neendlela, ziqinisekisa ukuba iimveliso zabo zihambelana - ukuba azikho ngaphambili - ezo zivela kwiimpawu zaseNtshona.

Njengoko abavelisi beempahla zemidlalo baseTshayina beqhubeka nokwandisa ukufikelela kwabo kunye nefuthe kwimarike yehlabathi, kuyacaca ukuba balapha ukuze bahlale. Ngokugxila kumgangatho, ukuveliswa kwezinto ezintsha, kunye nokufikeleleka, ezi nkampani zizenzela igama njengeenkokeli kushishino lokunxiba kwezemidlalo. Nokuba ungumdlali obalaseleyo okanye igorha lempelaveki, akuthandabuzeki ukuba uya kufumana into oyithandayo kubavelisi bempahla yezemidlalo yaseTshayina.

-Ukuphonononga uluhlu lweeAthletic Wear Brands eziveliswe eTshayina

I-China iye yaba yinkokeli yehlabathi jikelele ekwenzeni iimpahla zemidlalo, kunye nentaphane yeempawu zembaleki eziveliswe kweli lizwe zibonelela kwiimarike zasekhaya nezamazwe ngamazwe. Kweli nqaku, siza kujongisisa umenzi wempahla yezemidlalo waseTshayina kwaye sijonge uluhlu lweempawu zokunxiba ezizivelisayo.

Omnye wabavelisi bempahla yezemidlalo abahamba phambili e-China ngu-Li-Ning, owasekwa ngu-Li Ning owaziwayo we-gymnast waseTshayina ngo-1990. U-Li-Ning uzimise njengendlu yamandla kwishishini lokunxiba kwezemidlalo, ebonelela ngoluhlu olubanzi lweemveliso zemidlalo eyahlukeneyo enje ngebasketball, ukubaleka, kunye ne-badminton. I-brand ifumene ukuthandwa kokubini e-China nakwamanye amazwe, kunye noyilo lwayo olutsha kunye nezixhobo eziphezulu.

Omnye umdlali obalaseleyo kwishishini lezemidlalo laseTshayina yi-Anta Sports, eye yenza amaza ngobudlelwane bayo obucwangcisiweyo kunye nabadlali bamazwe ngamazwe kunye namaqela ezemidlalo. U-Anta ubonelela ngeendlela ezahlukeneyo zokunxiba kwezemidlalo, ukusuka kwiimpahla zokuzilolonga ukuya kwizixhobo zokusebenza kwiimbaleki eziqeqeshiweyo. I-brand ifumene isiseko esiqinileyo kwimarike ngokugxila kwizinto ezintsha kunye nomgangatho.

I-Xtep ngomnye umenzi wempahla yezemidlalo ephezulu e-China, eyaziwa ngoyilo lwayo olunesitayile kunye namaxabiso afikelelekayo. I-brand ithatha uluhlu olubanzi lwabathandi bezemidlalo, banikezela ngeemveliso ezahlukeneyo ukusuka kwizihlangu ezibalekayo ukuya kwiingubo ze-yoga. I-Xtep ikhulisa ukufikelela kwayo kwihlabathi jikelele, ngokukhula kobukho kwiimarike ezingaphandle kweTshayina.

I-Li-Ning, i-Anta Sports, kunye ne-Xtep yimizekelo nje embalwa yeempawu eziphezulu zokunxiba eziveliswe eTshayina. Ezi mpawu ngumzekelo wokuzibophelela kwelizwe ekuveliseni iimpahla zemidlalo ezikumgangatho ophezulu ezihlangabezana neemfuno zeimbaleki kunye nabathandi bezemidlalo kwihlabathi jikelele. Ngoyilo lwabo olutsha, umgangatho ophezulu, kunye namaxabiso akhuphisanayo, abavelisi beempahla zemidlalo baseTshayina babeka umgangatho ophezulu kushishino lokunxiba lweembaleki zehlabathi.

Ukuqukumbela, umenzi wempahla yezemidlalo waseTshayina unikezela ngeendlela ezahlukeneyo zokugqoka iimpahla zezemidlalo ezijongene nemidlalo eyahlukeneyo kunye nemisebenzi. Ngokujolisa ekuveliseni izinto ezintsha, umgangatho, kunye nokufikeleleka, ezi mpawu ziseke ngokwazo njengeenkokeli kushishino eTshayina nakwinqanaba lamazwe ngamazwe. Nokuba ungumdlali oqeqeshiweyo okanye othanda imidlalo eqhelekileyo, kukho isinxibo sezemidlalo saseTshayina esiqinisekileyo ukuba siyahlangabezana neemfuno zakho kwaye sigqithise ubulindeleyo.

-Umgangatho kunye noTshintsho ngasemva koMvelisi weZinxibo zeMidlalo oPhezulu waseTshayina

Xa kuziwa kwimpahla yezemidlalo ekumgangatho ophezulu, i-China izimise njengenkokeli yehlabathi kushishino lokunxiba lweembaleki. Ilizwe likhaya labona bavelisi bempahla yezemidlalo abasandula ukuvela, abaguqula indlela esicinga ngayo ngesinxibo sokusebenza. Kweli nqaku, siza kujonga ngokuthe ngqo kwiimpawu ezikhokelayo zokunxiba kwezemidlalo eTshayina kwaye sihlolisise umgangatho kunye nokutsha emva kwempumelelo yabo.

Omnye wabavelisi bempahla yezemidlalo abadumileyo eTshayina yiAnta Sports, inkampani ebisenza amaza kweli shishini ngeemveliso zayo ezikumgangatho ophezulu kunye noyilo oluyilayo. Yasekwa ngo-1994, uAnta uye waphakama ngokukhawuleza waya phezulu kwimarike yempahla yezemidlalo e-China, ngenxa yokuzinikela kwayo ekugqweseni nasekuzinikezeleni ekutyhaleni imida yokunxiba kwezemidlalo.

Impumelelo ka-Anta inokunxulunyaniswa nokugxila kumgangatho kunye nokutsha. Inkampani ityala imali eninzi kuphando kunye nophuhliso, izama rhoqo ukuphucula iimveliso zayo kwaye ihlale iphambili kukhuphiswano. Ukusuka kwizinto ezinqamlekileyo ukuya kwiindlela eziphambili zokuvelisa, u-Anta uhlala etyhala imida yezinto ezinokwenzeka kwihlabathi lezemidlalo.

Ukongeza ekuzibopheleleni kwayo kumgangatho, i-Anta iyaziwa nangokuyila kwayo. Inkampani isebenzisana nabadlali abaphambili kunye namaqela ezemidlalo ukwenza iimveliso ezingasebenziyo kuphela kodwa zinesitayile kwaye zihamba phambili. Nokuba sisihlangu esibalekayo okanye i-tracksuit esebenza kakhulu, iimveliso zika-Anta ziqinisekile ukuba zijika iintloko zombini zivule nangaphandle kwebala.

Omnye umdlali ophambili kwimarike yezemidlalo yaseTshayina nguLi-Ning, uphawu oluye lwafana nomgangatho kunye nokusebenza. Yasekwa ngumdlali we-Olimpiki uLi Ning ngo-1990, inkampani inembali ende yokuvelisa i-top-notch ye-athletic impahla ethenjwa ngabadlali behlabathi jikelele.

Impumelelo kaLi-Ning ilele ekuzibopheleleni kwayo kumgangatho kunye nobugcisa. I-brand isebenzisa kuphela ezona mathiriyeli zigqwesileyo kunye nobuchule bokuvelisa ukwenza iimveliso ezihlala ixesha elide, ezikhululekile, kunye nezisebenza kakhulu. Nokuba ungumdlali oqeqeshiweyo okanye igorha langempelaveki, uLi-Ning unento yakhe wonke umntu.

Ukongeza ekugxininiseni kumgangatho, i-Li-Ning iyaziwa ngendlela yayo yokuyila. Uphawu lusebenzisana nabaqulunqi abaphezulu kunye neembaleki ukwenza iimveliso ezingenzi kakuhle kuphela kodwa zikhangeleka kakuhle. Ukusuka kwiipaleti zemibala engqindilili ukuya kwi-silhouettes ebukhali, iimveliso zikaLi-Ning ziqinisekile ukuba ziya kuphuma kwisihlwele.

Ukuqukumbela, abavelisi bezemidlalo abaphezulu e-China bahamba phambili kumgangatho kunye nokutsha. Iimpawu ezifana ne-Anta kunye ne-Li-Ning zityhala imida yokunxiba kwezemidlalo, zenza iimveliso ezingasebenziyo kuphela kodwa zinesitayile kunye ne-trend. Ngokuzibophelela kwabo ekugqweseni nasekuzinikezeleni ekutyhaleni imida yento enokwenzeka, ayimangalisi into yokuba ezi mpawu zithatha ishishini leembaleki ngokukhawuleza.

-Uthelekiso lweempawu zokunxiba eziKhokelayo zaseTshayina

Kwihlabathi elikhuphisanayo lokunxiba kwezemidlalo, abavelisi beempahla zemidlalo baseTshayina benza amaza ngoyilo lwabo oluyila, izixhobo ezikumgangatho ophezulu, kunye namaxabiso afikelelekayo. Kweli nqaku, siza kujongisisa kwiimpawu zembaleki ezihamba phambili e-China, sithelekisa amandla kunye nobuthathaka bazo ukukunceda wenze isigqibo esinolwazi xa uthengela izixhobo zakho zokuzilolonga ezilandelayo.

Omnye wabavelisi beempahla zemidlalo baseTshayina abaphezulu nguLi-Ning, owasekwa ngowayesakuba ngumthambo we-Olimpiki uLi Ning ngo-1990. Iyaziwa ngoyilo lwayo olukhaliphileyo kunye netekhnoloji yokusika, i-Li-Ning iye yaba yintandokazi phakathi kweembaleki eziqeqeshiweyo kunye nabathandi bokuqina ngokufanayo. I-brand inikeza uluhlu olubanzi lweemveliso, ukusuka kwizihlangu ezibalekayo ukuya kwiijezi ze-basketball, zonke ziyilelwe ukuphucula ukusebenza kunye nokuthuthuzela ngexesha lokuzilolonga.

Olunye uphawu oludumileyo kwimarike yempahla yezemidlalo yaseTshayina yiAnta Sports, eyasekwa ngo-1994. U-Anta ukhawuleze wafumana udumo kuyilo lwayo olutsha kunye nezixhobo ezikumgangatho ophezulu, nto leyo eyenza ukuba ibe yintandokazi phakathi kweembaleki zawo onke amanqanaba. Ngokuqwalasela ukusebenza kunye nokuqina, iimveliso zika-Anta ziyilelwe ukuba zimelane nokona kusebenza nzima, nto leyo ezenza ukuba zibe lukhetho olukrelekrele kwabo bathanda ukomelela abafuna okona kulungileyo kwizixhobo zabo.

I-Xtep lolunye uhlobo oluphambili lwempahla yezemidlalo e-China, eyaziwa ngoyilo lwayo olunesitayile kunye namaxabiso afikelelekayo. Yasekwa ngo-1999, i-Xtep ikhawuleze yafumana abalandeli abathembekileyo phakathi kweembaleki eziselula kunye nabathengi abathanda ifashoni. Ngoluhlu olubanzi lweemveliso, ukusuka kwizihlangu ezibalekayo ukuya kwiibhulukhwe ze-yoga, i-Xtep ibonelela ngento kumntu wonke, iyenza ibe lukhetho oluguquguqukayo kwabo bafuna ukunxiba kwezemidlalo ezikumgangatho ophezulu ngaphandle kokuphula ibhanki.

Nganye kwezi ziphambili zeempahla zemidlalo zaseTshayina zibonelela ngokudityaniswa kwesitayile esisodwa, ukusebenza, kunye nokufikeleleka, nto leyo ezenza zibe lukhetho oludumileyo phakathi kweimbaleki kunye nabathanda ukomelela kwihlabathi liphela. Nokuba uziqeqeshela umdyarho okanye ubetha nje ijim ukuze uzilolonge ngokukhawuleza, ezi mpawu uzigqumile ngoyilo lwazo olutsha kunye nemathiriyeli ekumgangatho ophezulu.

Ukuqukumbela, abavelisi beempahla zemidlalo baseTshayina abaphezulu bamisela ibha ephezulu yokunxiba kwezemidlalo kwihlabathi liphela. Ngoyilo lwabo olutsha, izixhobo ezikumgangatho ophezulu, kunye namaxabiso afikelelekayo, iibrendi ezifana neLi-Ning, iAnta Sports, kunye neXtep ziyawutshintsha umdlalo xa kuziwa kwigiya yokuzilolonga. Nokuba uyimbaleki eqeqeshiweyo okanye usaqala uhambo lwakho lokuqina, ezi mpawu zinento yakhe wonke umntu. Ngoko kutheni ungabahloli kwaye uzibonele ukuba kutheni abavelisi beempahla zemidlalo baseTshayina bathatha ishishini ngesaqhwithi?

- Ukuvavanya iMpembelelo yeHlabathi yoShishino lweZinxibo zeMidlalo yaseTshayina

Njengoko ishishini lempahla yezemidlalo yehlabathi liqhubeka lisanda kwaye livela, elinye ilizwe eliye lavela njengomdlali ophambili kwintengiso yiTshayina. Umzi-mveliso waseTshayina weempahla zemidlalo ufumene ukukhula okukhawulezayo kwiminyaka yakutshanje, kunye neqela leembaleki ezikhokelayo zembaleki ezenza impembelelo enkulu kwinqanaba lehlabathi. Kweli nqaku, siza kujonga ngakumbi umenzi weempahla zemidlalo waseTshayina kwaye sijonge ifuthe lehlabathi lemveliso yezemidlalo yaseTshayina.

Enye yeempawu eziphambili zokunxiba eziphuma eTshayina nguLi-Ning. Yasekwa ngo-1990 ngowayesakuba ngumdlali wokwenza umthambo kwiOlimpiki uLi Ning, uphawu luye lwaziwa ngezixhobo zalo zokusebenza ezikumgangatho ophezulu kunye noyilo oluyilayo. U-Li-Ning uzimise njengomdlali ophambili kwimarike yempahla yezemidlalo e-China nakwamanye amazwe, enobukho obunamandla kumazwe anjenge-United States, iYurophu ne-Australia. Ukuzibophelela kwebrendi kumgangatho kunye nokusebenza kuyenze yathandwa phakathi kweembaleki kunye nabathandi bokuqina emhlabeni jikelele.

Omnye umdlali ophambili kwishishini lezemidlalo laseTshayina yi-Anta Sports. Yasekwa ngo-1994, uAnta uye waphakama ngokukhawuleza njengomnye wabavelisi bempahla yezemidlalo eTshayina. I-brand iyaziwa ngoluhlu olubanzi lweemveliso, ukusuka ekuqhubeni izicathulo ukuya kwiijezi ze-basketball, kwaye ibe yintandokazi phakathi kwabadlali bezemidlalo kunye namaqela ezemidlalo. Inkxaso ka-Anta ijongene neembaleki eziphezulu, ezifana neNBA yinkwenkwezi uKlay Thompson, baye bancedisa ukuphakamisa iprofayili ye-brand kwinqanaba lehlabathi.

Kwiminyaka yakutshanje, imveliso yezemidlalo yaseTshayina ibone ukukhula okukhulayo, okuqhutywa kukwanda kwemfuno yokunxiba kwezemidlalo ezikumgangatho ophezulu. Ukunyuka kokufaneleka kunye nenkcubeko yezemidlalo e-China kuye kwakhokelela ekugxininiseni ngakumbi kwimpilo kunye nokuphila kakuhle, okwenza ukuba abathengi abaninzi batyale imali kwimpahla yezemidlalo esemgangathweni. Olu tshintsho kwindlela yokuziphatha yabathengi ludale amathuba amatsha kubavelisi beempahla zemidlalo baseTshayina ukwandisa ukufikelela kwabo kwaye bakhuphisane kwinqanaba lehlabathi.

Omnye wemiba ephambili eqhuba impumelelo yeshishini lempahla yezemidlalo laseTshayina ngamandla okwenza ilizwe. I-China likhaya kwezinye zezona ndawo zikhulu kunye nezona ziphezulu kakhulu zokwenziwa kwezixhobo emhlabeni, zivumela iimpawu zempahla yezemidlalo ukuba zivelise iimveliso ezikumgangatho ophezulu ngamaxabiso akhuphisanayo. Oku kuncede iibrendi zaseTshayina ukuba zifumane ukhuphiswano kwimarike yehlabathi kwaye zitsale isiseko sabathengi abathembekileyo.

Ukuqukumbela, abavelisi abaphezulu beempahla zemidlalo baseTshayina benza impembelelo ebalulekileyo kushishino lweempahla zemidlalo zehlabathi. Iimveliso ezinje ngoLi-Ning kunye no-Anta bazimise njengabadlali abakhulu kwimarike, ngenxa yokuzinikela kwabo kumgangatho, ukusebenza, kunye nokutsha. Njengoko imfuno yempahla yezemidlalo iqhubeka nokunyuka kwihlabathi jikelele, ishishini lempahla yezemidlalo laseTshayina limi kakuhle ukwenza imali kulo mkhwa kwaye liqinise ngakumbi indawo yalo njengenkokeli kushishino.

Ukugqitywa

Ukuqukumbela, emva kokuqwalasela ngokuthe kratya kwiimpawu ezikhokelayo zembaleki e-China, kuyacaca ukuba abavelisi bezemidlalo belizwe bahamba phambili kwizinto ezintsha kunye nomgangatho. Ngeminyaka eyi-16 yamava kushishino, inkampani yethu iyaqhubeka nokuzabalazela ukugqwesa kwaye ibonelele ngokunxiba okuphezulu kwembaleki kwiimbaleki kunye nabathandi bokuqina emhlabeni jikelele. Ukusuka kwiitekhnoloji ezisezantsi ukuya kwizenzo ezizinzileyo, abavelisi bempahla yezemidlalo baseTshayina bamisela umgangatho weshishini. Njengoko sisiya phambili, sichulumancile ukubona ukuba yeyiphi inkqubela entsha kunye noyilo oluya kuvela kwezi mpawu ziphambili, kwaye sinebhongo ngokuba yinxalenye yolu shishino lunamandla noluvelisayo.