全球提前来义乌“抢球”，出口两位数增长下挑战仍在

Core Insights - The upcoming 2026 FIFA World Cup has led to an earlier peak season for sports goods, particularly in the ball category, although overall demand remains subdued [1][6] - Export data from Yiwu shows a significant increase in sports goods exports, with a total of 6.78 billion yuan in the first seven months of the year, marking a 16.8% year-on-year growth [1] - Despite the positive growth figures, many small and medium-sized enterprises still face significant challenges in the current economic climate [1][6] Export Performance - Yiwu's sports goods and equipment exports reached 6.78 billion yuan in the first seven months, with exports to North America and Mexico totaling 1.88 billion yuan, a 10% increase [1] - The previous World Cup saw a 60%-70% increase in export orders, while this year’s orders are reportedly flat compared to last year [6][8] - The last World Cup resulted in Yiwu exporting approximately 485 million yuan worth of sports goods, with a notable 38.8% increase in exports to Brazil [8] Market Dynamics - The demand for basketballs has seen a resurgence due to the Zhejiang Basketball League, while badminton products are also experiencing high sales [9] - However, the fitness equipment sector is still struggling, with reports of a significant drop in orders compared to previous years [6][9] Branding and Differentiation - Companies are focusing on brand development and local market adaptation to enhance resilience against uncertainties [10] - There is a strong emphasis on quality and innovation, with companies investing in higher-quality materials and unique designs to differentiate from competitors [10][11] - The strategy includes diversifying product lines to cater to various price points and regional preferences, ensuring quality while meeting budget constraints [11] Intellectual Property Concerns - Companies face challenges with intellectual property rights, as rapid design changes make it difficult to ensure compliance [12] - There is a call for better legal support for small enterprises to navigate intellectual property issues, with initiatives from Yiwu customs to promote awareness and protection [12]