This paper first outlines the development of sporting goods market in Beijing，makes a comprehensive analysis of the scale of the market and summarizes its characteristics. Then，the paper goes deeply into the circumstances of the sporting goods market in Beijing from four aspects：macroeconomic environment，social environment，competitive environment and technological environment. On the basis of that，this paper analyzes the advantages and disadvantages of the sporting goods market in Beijing，discusses the opportunities and challenges it faces，and predicts its future development. Finally，the paper introduces two typical cases in two aspects：product innovation and enterprise innovation.