When naming a sporting goods sales and operation company, we need to take into account the company's core values and long-term vision, and also ensure that the name is concise, easy to remember, easy to pronounce, and can attract target customers. Here are some suggestions for naming:

Highlight core business: if the core business of the company is to sell sports equipment or cultural goods, consider incorporating relevant words into the company name, such as "Le Dong Sports", "Ink Fragrance Culture", etc.

Emphasize brand characteristics: if the company has its own brand characteristics, such as high quality, environmental protection, innovation, etc., these characteristics can be highlighted in the company name, such as "Lvyuan Style", "Excellent Cultural Experience", etc.

Consider easy to remember and pronounce: a good company name should be easy to remember and pronounce, which will help to improve brand awareness and communication. For example, "Yidong Sports", "Longwen Culture", etc.

Consider cultural factors: If the company operates in the domestic or international market, it needs to consider local cultural factors, such as avoiding the use of local taboo words or pronunciation.

Ensure that the name is legal: before determining the company name, it is necessary to ensure that the name does not duplicate the existing company or brand name, and also comply with relevant laws, regulations and provisions.

To sum up, a good company name needs to consider many factors. It is recommended to conduct sufficient market research and brand positioning before the name is determined, so as to lay a good foundation for the future development of the company.