As a well-developed part of Chinese sports industry，sports goods industry has suffered a decline in development，after had undergone a sharp development by the 2008 Beijing Olympic Games. Since 2010 some companies in sports goods industry had to close many of their retail stores，because of some managing problems and the increasing inventory. All of these problems have suppressed the development of the companies indirectly. There is no doubt that China supported the development of the sports industry strongly. In these circumstances，what we should do to boost the development of the sports goods industry came to be a crucial question. In this section，we have outlined the present situation of the sports goods industry in the world. Then we have analyzed the circumstances of the sports goods industry in China，and we also have explored the marketing structure of our sports goods industry through economic data. In the end，we have predicted the developmental tendency of the sports goods industry.