China's Sporting Goods Brand Development Present Situation Research

Brand means high value-added, high-margin and high market share. It is a sign of the economic level to a country, a region or an enterprise whether has its own strong brand and well-known brand. It is one of the manifestations of the comprehensive strength of a country, a region or an enterprise. For a long time, due to their own brand awareness as well as the impact of the foreign brands, sports products in China have been hovering in the low-end market and strong brands is very rare. It seriously impact on the international competitiveness of China's sports products. This article uses literature, case analysis and other research methods, combines with relevant brand theory to analyze the development status and advantages of the sports brand in China. By analyzing the giants of international sports brands-Nike's success, this paper reflects on the problems of the Chinese sports brands in the development process, and finally countermeasures shaping national sports brand, provide a reference in order to enhance the international competitiveness of Chinese sports brands.This study thinks that a sports brand means a sports product which is created by the sporting goods corporate in the market competition body. It is has its own characteristics and attractive, high visibility, long life, goodwill and bring cost-effective. It is a name, terminology, symbols, tags, or a combination of these factors. The Chinese spots brand development experienced three stages. It is a faltering start in the1980s, a rapid growth in1990s and a gradual internationalization of the new century. Every stage has different characteristics. The domestic sports brand rise rapidly, showing a cost-effective, rapid expansion of sales network, sporting goods enterprises to participate in the whole process of the industrial chain to be listed, and the acquisition of foreign brands a competitive advantage in the21st century,. But compared with the international sports brand giant Nike, the sports brand presence relatively low technology content, brand positioning, lack of sports brand professionals, brand strategy planning and brand-specific implementation gap, low development of the sports market, industry non-standard competition, the lack of brand culture, advertising creativity, sponsored by the personality and practitioners brand awareness and other defects.This study suggests that domestic sports brand not only have low-end products, but also have their own high-end and competitive brands if it want to enter the first-line market, which is the national sports enterprises in the Mainland and even international line market based on the fundamental. National sporting goods companies in the process of brand building, establish brand awareness, a clear sporting goods brand positioning, focus on product quality, enhance physical science and technology innovation, and building corporate culture to enhance the sports brand connotation. Domestic sports brand in the promotional process should be rich means of communication to choose the sports brand ambassador, pay attention to tap the essence of the brand, zoom in sporting goods brand core value. Domestic sporting goods brand should think globally and actively participate in international competition, to have the necessary awareness of IPR protection in the international competition, domestic brand professional to carry out sports goods brand professional training, to enrich the sporting goods brand professionals.