Research On The Internationalization Strategy Of Chinese Sporting-goods Brands

With the development of economic globalization,the tightness of the global economy has become stronger and stronger,and at the same time,the pressure of competition among enterprises has increased.The entry of international brands has squeezed the market space of domestic brands.But at the same time,it also give domestic independent brands the opportunity to go abroad.More and more domestic enterprises have set “going-out” as their long-term strategy and opening up overseas markets as their long-term goal.However,among sports goods brands,the international competitiveness of domestic enterprises is still relatively weak.The internationalization of Li-Ning and other leading domestic sporting goods brands has reference significance for the other domestic independent brands.Brand as an intangible asset,to be an international brand at first is of great significance for the international business in the future.It can reduce the resistance of internationalization and help enterprises quickly achieve the purpose of entering the target market.Li-Ning insists on the development strategy of "brand internationalization first and then market internationalization" for this reason.In addition,the number of international brands in China is much lower than in developed countries,especially in sporting-goods brands.Li-Ning and Anta have gained a certain degree of international attention through the sponsorship of sports events and fashionweeks.But there is still a big gap with the international first-line sports brands Nike and Adidas.Chinese sporting-goods brands need “brand power” as a promoter to open up its reputation in the international arena.This article takes internationalization-related theories as an entry point,and uses the theory of internationalization motivation to illustrate the necessity of Chinese brands’ internationalization strategies.Analyze the path and method of Li-Ning’s brand internationalization with the theory of internationalization model and the theory of internationalization stage.Using Porter’s five forces model and SWOT(Strength,Weakness,Opportunity,Threat)model,analyze the internal and external environmental characteristics of domestic sports brands represented by the Li-Ning brand in the process of internationalization,as well as their own strengths,weaknesses,opportunities and threats.This article also sorts out the internationalization strategy of Li-Ning brand from five aspects: internationalization of brand positioning and image,internationalization of advertising,internationalization of marketing channel,internationalization of brand management talents,and high-end capability product.This article finally discusses the internationalization strategy structure of Chinese sportinggoods brands,taking Li-Ning as an example,from market positioning,brand culture,talent training,overseas distribution channels,internationalization of product technology,brand image management,product strategy,product design,product style Internationalization and other dimensions elaborated on the strategic enlightenment of the Li-Ning brand in the process of internationalization,combined with the successful experience of well-known brands in the process of internationalization,and put forward corresponding countermeasures and suggestions for the problems that appeared.