In the process of accelerating the construction of Shanghai into an excellent global city，exploring the current situation，characteristics，problems，trends and Countermeasures of Shanghai’s sporting goods industry is conducive to promoting the high-quality development of Shanghai’s sporting goods industry. In recent years，with the acceleration of transformation and upgrading of the sports equipment manufacturing industry in Shanghai，the scale，market players and profit situation of the sports equipment industry are slowing down. On the whole，the sports equipment industry in Shanghai is characterized by friendly policy environment，high level of agglomeration，significant role of headquarters economy，strong R & D capability and significant increase of sports equipment consumption，and presents the development trend of sports goods production to customization transformation，sports goods sales to online transformation，sports goods manufacturing to intelligent transformation. Based on this，this paper puts forward some countermeasures and suggestions，such as exploring the new retail mode of sporting goods，building the headquarters of world sporting goods enterprises，promoting the transformation of sports manufacturing industry from “manufacturing” to “intelligent manufacturing”，and promoting the digital transformation of sports manufacturing industry.