Brand Strategy Research Of Martial Arts Supplies

From its entrance into WTO to being the world’s second-largest economy, China has achieved a leap in economic development as well as sports industry. The position of sports industry in national economy is strengthening. Nowadays, China’s production of sports goods accounts for 65% of that of the world. In recent years, China’s sport goods production earns a place in domestic and international market. Martial arts, as a traditional Chinese sports program, enjoys huge industrial space. Although martial arts product industry in China has developed for a long time, it is at the initial stage, not at the mature stage. Therefore, this paper expounds the development of martial arts product industry from the perspective of brand development, discusses how to make brand positioning, build brand personality and improve brand connotation, puts forward marketing promotion of martial arts industry so as to provide reference for the development of martial arts products and better promote China’s development of martial arts industry.With the methods of documentation, field investigation, interview and questionnaire survey, this paper introduces the current situation of Zhejiang Longquan martial arts products and analyzes the current situation of Xi ’an martial arts products consumer market. The following are the conclusions:Although sports goods industry enjoys fast development and the demand for martial arts market is increasing, martial arts product industry is small and lack of brand strategy.Currently, there is a single type of martial arts product which cannot enter consumer market or be accepted by general public. The product has low technology content, single sales pattern and limited brand publicity.In terms of sports goods in the market, the market share of martial arts product is relatively small. The general public is lack of awareness and understanding of martial arts brands.According to questionnaire, martial arts fitness consumers are lack of consumption tendency. There is no franchise store for martial arts products and little consumer guide and promotion.Suggestions: The idea of martial arts product industry should be changed. Brand positioning should be made according to business objective with the adoption of various sales means. It should cooperate with other industries concerning martial arts and increase popularity.In rapidly changing market condition, based on the product connotation and existing products, the deep value, character and culture of brands should be studied. Products related to people lives should be developed. Consumers should be aware of the product brands and be familiar with martial arts.According to market development, the market share of martial arts products should be increased. Consumption guide should be provided for consumers when consumption demand is met so as to improve consumer awareness.