Export potential of sports goods

28-06-10

Pakistan has exported 3.5 million footballs worth $5.2 million for the ongoing World Cup. But these balls were being used only for training and promotion purposes. That means they were not for playing the real games. According to available information the machine made footballs manufactured in China and elsewhere have replaced the hand made footballs of Pakistan. Today, Pakistan shares only 30% of the international football market, few years earlier the share was 70%. And Sialkot was the only city to contribute for that lion's share. The city was exporting 40 million balls worth $210 million manufactured by 60,000 skilled laborers. The precision oriented skills were so delicate that many enthusiasts used to go to Sialkot just to see the last stitch on a football mostly made by ladies. The city gained its international status in 1982 World Cup held in Spain when it produced the 'Tango' ball. But in 2010 World Cup, China got the contract through Adidas.
Pakistan lost its share in carpet export when machine made carpets replaced the hand made carpets at home and office. It is more than thirty years now, and Pakistan has not been able to recapture the lost ground. The assurance of Chairman, Pakistan Sports Manufacturers and Exporters Association saying that Pakistan will regain the lost market stands no chance. In the age of rapid industrialisation it is well expected that the day would come when machine would take over hand made technology. But our entrepreneurs remain engaged in daydreaming. They think that once they have a market it would remain forever. That does not happen in the real world. When they get the shock, bewildered industrialists think that they would be able to regain their market. It is very difficult to understand the psychology of these people. In the textile sector also the same thing happened. Now Thailand, Sri Lanka and Bangladesh have replaced Pakistan in all major market and our textile tycoons are fighting together with the controversy whether cotton yarn should be exported or not, and if so how much and if not why not?
Pakistan is under constant threat in so many sectors and then blame for the loss. In sports, China, Japan and Thailand have become major threats. But are our entrepreneurs prudent enough to have the strategic view of the whole scenario. The management of change is a new concept that is gaining much importance in the new millennium. Are we able to manage the change? According to the concerned authorities the switch over from manual to machine in sports sector will be done in due course of time in Pakistan. The point is why it could not be managed earlier. Why the buyers who are already satisfied with their machine made manufacturers should make the change? What superiority our manufacturers may offer once they adopt the machine technology? It is proven that the cost of retaining a customer is one fifth of the cost of gaining a new customer. How do then our sports manufacturers expect that they should be cost effective and successful in convincing their clients for a switch over? We hope for the best for our less prudent sports goods manufacturers, but we know that their wishful thinking of regaining the lost market is a dream fulfillment of which will be as good as miracles. May Allah Almighty help us all in making the right decision at the right time.
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