Study Of Brand Strategy Management Of Chinese Major Sportswear Companies

After a period of rapid development for over ten years, a number of brand enterprises emerge in sportswear industry in China. The best of them not merely become darlings of the capital but also listed companies. Nevertheless, as a result of optimistic estimate to the future in2011, the order and production were excessive. Along with the homogenization of brand and products, leading to a turning point in the whole entire industry in terms of rising inventories, rising costs, contracting channels and falling profits. Those domestic enterprises that experienced a rapid development in the past caught flat-footed and began to sell at a discount and clear stocks in a rat race.In a complex market environment, those international sportswear giants that are different from China’s competitors make use of their advantage in brand and products to buck the trend, and still hold the market behavior and expand sales and sales areas. In the fierce market competition, the strength of brand normally determines the final outcome. To face adversity, China’s enterprises must make a breakthrough in brand strategy management, will it be possible to come out of the crisis and find the final opportunity to win.In this dissertation, it shows a survey of consumer characteristics, sports participation, buying habit and brand status through a large scale of market research. According to the brand-new theory of brand strategy management and the tools and methods of managing brand equity by consumer goods enterprises, this dissertation analyses the actual situation of brand strategy management of domestic major sportswear brand enterprises. Meanwhile, it also analyses the consumer market of foreign sportswear and the actual situation of brand strategy management of world’s leading sportswear brand enterprises. Furthermore, it demonstrates a comparative study with-China’s sportswear enterprises. In addition, this dissertation explores the different characteristics of brand strategy management between domestic and foreign sportswear brand enterprises, the existing problems of domestic enterprises, and the development tendency of brand strategy management in the future. On this basis, China’s sportswear brand enterprises are measured in terms of economy, policy, society, culture and some other macro-environment factors, and the influence of macro-environment to enterprises’future development is analyzed. Finally, this dissertation synthetically indicates the countermeasures to be taken for the enterprises when facing current environment and future development.To meet the overall brand strategy, local companies should make relevant preparation. Improve the product quality, enhance the investment in R&D, explore the niche market, and provide customized products and services. Optimize the distribution channel, explore the ecommerce market, upgrade the POS and customer service. Fulfill brand promise, improve the communication method, and execute emotional promotion. Meanwhile, suggest that in the overall management of the company, the company should implement all around brand strategy management, grasp the new economic growth of urbanization, utilize the sports industry stimulating policy, take social responsibility, and use culture to lift the brand.