Abstract: Using the methods of literature review, case analysis, questionnaire survey, and logical analysis, this study analyses the necessity and feasibility of the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized sports goods enterprises in China. It is believed that the necessity lies in: breaking the development dilemma of "low-end lock-in" in the global value chain of the sports goods manufacturing industry, replenishing, fixing and strengthening the sports industrial chain, which is conducive to cultivating world-class advanced sports goods manufacturing industrial clusters, and following the overall trend of accelerating the intensive and connotative development of manufacturing industry of China during the "14th Five-Year Plan" period. The feasibility lies in: new opportunities provided by the w-shaped curve of added value of the global value chain for the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized sports goods enterprises in China, the current corporate ecology dominated by small- and medium-sized enterprises, the existence of multiple niche markets favourable to the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized sports goods enterprises, and the vigorous support from the state and local governments for the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized enterprises. At present, the dilemma faced by the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized sports goods enterprises in China include: the risk of path dependence, the existence of inappropriate diversification, and the policy failure in reflecting targeted support. Based on this, it is proposed to improve the abilities to promote the "specialized, sophisticated, distinctive and innovative" development, break the barriers of ideology recognition, strengthen the development belief in the "specialized, sophisticated, distinctive and innovative" development, rationally carry out diversified development, and achieve precise policy guidance and incentives to promote the "specialized, sophisticated, distinctive and innovative" development of small- and medium-sized sports goods enterprises in China.

Key words: sports goods, small- and medium-sized enterprises, "specialized, sophisticated, distinctive and innovative", sport industry