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Marketing Golf Equipment to China….?

Who would you think would be the best target to market golf-club products to in China? What do you think would be potential strengths, weaknesses, opportunities, and threats against entering that market?

I would really appreciate your help! Thanks.

Sounds like you are doing a business propsal; asking SWOT.

First you have to understand that golf is viewed as a upper crust sport and only the rich people can afford to play the game. However, there is a growing middle class and since an abundant number of courses have sprung up all over China, more Chinese are getting into the game. Having said that, you must realise that the average Chinese worker with an engineering degree makes US$100 (one hundred) per month and the average golf green fee for one round costs about US$110 (one hundred and ten)

I have friends who go to China regularly to play and a few teaches and sponsors young up-n-coming Chinese pro golfers. I would place the emphasis on the younger generation and try to sponsor a younger Chinese player with promise. There are also several Chinese golf magazines; getting articles written up about your products will be a good start, but nothing get better exposure than to have your horse come in first, meaning your sposoree win a tournament.

Starting a golf school with conjunction to a high quality golf course is also a good idea. You can custom fit your product to the students and get them started on yor product and hopefully they will progress by playing your equipment as their skill level improve. Getting a big name in the US like Dave Letbetter or Dave Pelz to back you up is another good idea.

As for SWOT?

Strenth: China is a big country with a lot of people and plenty of land for courses.

Weekness: building a brandname is difficult in China for a start up company, also, copy wright laws; pirates will copy and sell your brand name and eqipment as soon as you make a name for yourself.

Opportunities: Chinese economy is growing fast and people are getting richer. Golf is seen as a “must learn” for the upper socially mobile. Spending US$10k on a collection of clubs is common place. Provided you have the brandname.

Threats: There are several brandnames already in China; the usual USA companies plus many Japanese companies. In particular, the Japanese brandnames are especially threatening because the Japanese people are about the same size as the Chinese and the Japanese equipment specs are closer in fit to the Chinese. Also, copy cats will eat away your hard work and the government will likely not take too much action against them.

Good luck.

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