A volleyball net, shaped like a cross, designed for a four-player match, and a baseball pitching target with a half-hollow net surface that allows the ball to pass straight through are not exactly standard forms of sports equipment.

一張十字交叉,、為四人排球賽設(shè)計的排球網(wǎng),，以及一個網(wǎng)面半鏤空、能讓球直接穿過的棒球投擲靶，這些都并非標(biāo)準(zhǔn)樣式的體育器材,。

These are just two of the innovative creations of Hunan Xinghai Sports company, based in Central China's Hunan province. So distinctive and complex are these products that they are listed in the company's product catalog simply via serial numbers, rather than names.

卻是來自中國中部湖南省的湖南星海運(yùn)動用品有限公司（以下簡稱星海運(yùn)動）眾多創(chuàng)新產(chǎn)品中的兩樣,。這些產(chǎn)品獨(dú)特又復(fù)雜，以至于在該公司的產(chǎn)品目錄中,，它們僅以編號而非名稱列出,。

Its parent company, Hunan Xinhai, has a nearly 50-year history of fishing net production. But it began to rethink its business model, as many fishermen sought alternative livelihoods, since the government had ramped up efforts to protect fishery resources in the Dongting Lake, China's second-largest freshwater lake, and the Yangtze River, the country's longest waterway.

其母公司湖南鑫海股份有限公司（以下簡稱鑫海公司）專門生產(chǎn)漁網(wǎng)，已有近 50 年歷史,。隨著政府對洞庭湖和長江漁業(yè)資源保護(hù)的日益重視,，以及越來越多的漁民轉(zhuǎn)產(chǎn)轉(zhuǎn)業(yè)，該公司也因此開始重新思考其商業(yè)模式,。

Recognizing that sports nets shared similar manufacturing elements with fishing nets, the company founded Xinghai Sports in 2016, and started engaging in the manufacturing of sports nets.

在了解到球網(wǎng)和漁網(wǎng)在制造方面的相似之處后,，鑫海公司在2016年成立了子公司星海運(yùn)動，開始球網(wǎng)生產(chǎn),。

According to Zhang Yong, general manager of Xinghai Sports, compared with fishing nets, sports nets require greater resilience and durability to withstand the impact of high-speed balls, so the company improved its manufacturing techniques.

據(jù)星海運(yùn)動總經(jīng)理張勇介紹,，與漁網(wǎng)相比，球網(wǎng)需要更強(qiáng)的回彈性和耐用性,，以承受高速球的沖擊,，因此他們改進(jìn)了生產(chǎn)工藝,。

While improving manufacturing techniques was straightforward, finding a market for their nets proved more challenging. As China's traditional sports net market was already saturated with established brands, Xinghai Sports had to spend a lot of time looking for new business opportunities. The breakthrough came when it noticed numerous niche sports nets being sold on Amazon.

從漁網(wǎng)到球網(wǎng),，改進(jìn)生產(chǎn)工藝的轉(zhuǎn)型難度不算太大，但尋找市場的難度卻不小,。由于中國傳統(tǒng)球網(wǎng)市場已經(jīng)飽和,，星海運(yùn)動不得不花費(fèi)大量時間尋找新的商機(jī)。最終,，轉(zhuǎn)機(jī)出現(xiàn)在銷售許多小眾體育用網(wǎng)的亞馬遜上,。

"We realized unlike in China at that time, where sports were traditionally associated with specific locations and techniques, many other countries treated sports as a lifestyle — accessible to anyone, anytime and anywhere," Zhang says. "This meant that leisure sports nets designed for different ages, groups and settings were always among the best-sellers in such markets."

張勇介紹：“我們發(fā)現(xiàn)，與當(dāng)時的中國不同,，在國外,，體育運(yùn)動是一種生活方式，任何人隨時隨地都可以進(jìn)行,。因此,，適合各年齡段、不同人群和不同場景的便攜式體育休閑類球網(wǎng)在國外非常暢銷,?！?/p>

With this insight, it began reaching out to international dealers and agents via email, and by attending trade fairs worldwide.

意識到這一點(diǎn)后，星海運(yùn)動開始通過電子郵件以及參加全球各地的貿(mào)易展會,，與國際經(jīng)銷商和代理商取得聯(lián)系,。

Initially, it produced net products such as portable football goals and tennis rebound nets, which, though not yet mainstream, were in demand. Thanks to its fine craftsmanship and competitive pricing, it gradually gained recognition among overseas customers.

最初，星海運(yùn)動生產(chǎn)的還是如可移動足球門、網(wǎng)球反彈網(wǎng)等雖不是主流但有一定市場需求的產(chǎn)品,。但憑借精湛的工藝和實(shí)惠的價格,，逐漸在海外客戶中獲得了認(rèn)可。

As the brand grew, it started receiving custom orders from creative clients. Last year, it welcomed two international clients to Hunan, who brought with them a design draft for a cross-shaped volleyball net. They had invented a volleyball game where four players compete individually, requiring a net unlike any other.

隨著品牌知名度的提升,，星海運(yùn)動開始收到一些“奇葩”客戶的定制訂單,。去年，星海運(yùn)動接待了兩位國際客戶,，他們帶來了一張十字交叉排球網(wǎng)的設(shè)計草圖,。他們發(fā)明了一種四個人各自為戰(zhàn)的排球游戲，需要一張與眾不同的球網(wǎng),。

"It seemed easy at first, but the net required advanced craftsmanship, especially in ensuring the connections had both the necessary hardness and toughness," says Deng Zhuobin, manager of the company's R&D department. After about 15 days of design efforts, it managed to successfully deliver 1,000 nets.

星海運(yùn)動研發(fā)部經(jīng)理鄧卓斌介紹：“一開始看起來很簡單,，但這張球網(wǎng)工藝要求很高，尤其是兩張球網(wǎng)的連接處必須具備足夠的硬度和韌性,?！苯?jīng)過半個多月的精心設(shè)計，最終這項(xiàng)1000張“四面排球網(wǎng)”的任務(wù)成功交付,。

"These creative and personalized net products have inspired us to explore the market further," Zhang says, adding that it has partnered with sports schools and associations in China to develop niche net products tailored to the country's emerging sports market demands.

“這些創(chuàng)意十足的個性化定制產(chǎn)品給了我們深入研究市場的靈感和動力,。”張勇補(bǔ)充說,，星海運(yùn)動已與中國高校及運(yùn)動協(xié)會合作,，開發(fā)針對國內(nèi)新興體育市場需求的小眾球網(wǎng)產(chǎn)品。

As China continues to promote extensive fitness-for-all activities, its sports population has grown, driving a surge in demand for sporting goods. Data shows that the country's sports market value is expected to reach 2.8 trillion yuan ($390.48 billion) by 2025.

隨著我國持續(xù)大力推進(jìn)廣泛開展的全民健身活動,，參與體育運(yùn)動的人口數(shù)量不斷攀升,，有力推動了體育用品需求的激增。相關(guān)數(shù)據(jù)顯示,，預(yù)計到2025年,，我國體育消費(fèi)市場規(guī)模將達(dá)2.8萬億元人民幣（約合3904.8億美元）。

The 2024 sports consumption report highlights how niche and emerging sports are transitioning into mass-market activities in the country, effectively broadening the scope of sports consumption.

2024年體育消費(fèi)報告顯示,，小眾及新興體育項(xiàng)目正逐漸在中國轉(zhuǎn)變?yōu)榇蟊?、普及運(yùn)動項(xiàng)目，將進(jìn)一步拓展體育消費(fèi)領(lǐng)域,。

Currently, Xinghai Sports offers more than 1,300 types of net products across 11 ball games, including football, volleyball, basketball and baseball. Over 100 of these are innovative designs tailored to niche markets.

目前,，星海運(yùn)動提供涵蓋足球、排球,、籃球,、棒球等11種球類運(yùn)動的1300余種球網(wǎng)產(chǎn)品。其中,，有100多種是專為小眾市場量身打造的創(chuàng)新設(shè)計產(chǎn)品,。

The annual sales of the company exceeded 120 million yuan last year, with 53 percent of its products exported to countries, such as the United States, Canada, Chile, the United Kingdom, Germany and France.

去年，星海運(yùn)動的年銷售額已超過1.2億元，其中53%的產(chǎn)品遠(yuǎn)銷至美國,、加拿大,、智利、英國,、德國,、法國等國家。

"Many globally popular sports originated as simple games, and we apply the same concept to our products and business," Zhang says. "What starts as an innovative product, which cannot be accurately named yet, may become a household name in the future."

“許多風(fēng)靡全球的運(yùn)動項(xiàng)目,，都是從一個游戲慢慢發(fā)展起來的,，我們做產(chǎn)品、做企業(yè)也是這樣,?！睆堄缕诖斑@些現(xiàn)在還無法精準(zhǔn)命名的產(chǎn)品,，未來或許會成為廣為人知的熱門商品,。”