Abstract: The strategy transformation from element-driven to innovation-driven has become the consensus of sports goods enterprises in China. This paper analyzed systematically the basis of strategic transformation among China's sports goods enterprises from the perspectives of industry growth path, product supply structure and consumption mode, and revealed the key problems of the single value creation mode of the driven factors. The study, with the theory framework of value co-creation, offered the new strategy transformation path as followed: to integrate consumer resources, to choose strategic alliances and to expand target market.