Abstract: Based on the Guidelines on Promoting the Upgrading and Development of Stationery and Sporting Goods Industry promulgated by the Ministry of Industry and Information Technology in 2016, and by referring to the development of sporting goods manufacturing industry, this present paper constructs an evaluation index system for the transformation and upgrading effect of China’s sporting goods manufacturing industry. Using factor analysis method, this paper quantitatively evaluates the transformation and upgrading effect of sports goods manufacturing industry from 2011 to 2016, and empirically examines the evolution of the transformation and upgrading effect of China's sporting goods manufacturing industry before and after the implementation of the transformation and upgrading strategy. The results show that the effect of transformation and upgrading of China's sporting goods manufacturing industry has been good over the past six years, while in the effect of optimization and upgrading, there is a huge gap between comprehensive benefit and scale structure of sporting goods manufacturing industry, and their developments remain unbalanced and uncoordinated. 2012 and 2013 are two significant turning points in the historical evolution of the transformation and upgrading effect of China's sporting goods manufacturing industry. After China put forward the concept of "new normal economic development" in 2014, the transformation and upgrading effects of industrial value chain, business main body and overseas development of sporting goods manufacturing industry have been obvious. Finally, based on the results of empirical evaluation, the paper puts forward corresponding countermeasures and suggestions.

Key words: the new normal of economy, sporting goods, transformation and upgrading