Abstract: With the increase of Chinese labor costs because of the decrease of the working-age population proportion, the traditional development mode of sporting goods industry which profits through the advantage of cheap labor has been difficult to sustain. In this context, changing the development mode of sporting goods industry from the extensive to intensive one has become an important measure to crack its 'big-but-not-strong' dilemma which requires Chinese sporting goods industry to introduce advanced technology actively and enhance industry cluster effect so as to increase its utilization of human capital. At the same time, it should strengthen sector management, regulate manufacturing standard of products to enhance its international competitiveness. Moreover, Chinese sporting goods industry also should improve its capacity of innovation, speed up corporate brand building to complete the shift from the 'made-in-China' pattern to the 'innovated-in-China' one.

Key words: China, working-age population, sporting goods industry, demographic dividend