Main Article Content
By using literature inquiry and logical reasoning methods, this paper studies the definition and characteristics of "new retailing", The current situation and existing problems of sports goods manufacturing industry participating in "new retail" are clarified, and the existing problems are pointed out that under "new retailing" mode, during transition period of sales transformation and stores reformulation, Sporting goods manufacturing industry has no obvious huge advantage, but the opportunities of overtaking opponents at some key points do exist. However, with the advent of the new era, challenges often outweigh opportunities.Sporting goods manufacturing is like other companies, face the pain and change of sales transformation, but this kind of transformation is not a denial and abandonment of the traditional retail system, but a complementation of advantages. Therefore, the retailers of sporting goods manufacturing industry must stand in the perspective of "new retail" from the perspective of customer experience, highly integrate online and offline retaling and logistics, use technologies such as the Internet and big data to influence customers’ decision-making and purchasing behavior, and improve their trust in the products. Finally, the paper proposes solutions and suggestions based on the problems existing in the enterprises’ involvement in the "new retailing" mode,It provides the basis for the decision-making of sports goods manufacturing industry and management department.