On Ways Of Building Global Brands For Chinese Sports Goods Enterprises

In the past 30 years, Chinese sport goods enterprises have been through the time of high speed development and self adjustment. Facing the fierce competition, many companies tried to expand the global market for sustainable development. However, Lining, the leader of global market explorer brand of China suddenly ran in to a crisis in 2010 and suffered 3 consecutive year of losses. Lining’s international sales in 1st half of 2014 are only 2.1% of the total revenue. PEAK, another Chinese sport goods brand pursuing the global market, has increased their international sales to 22.6% of the total revenue in 1st half of 2014 but their total revenue dropped 42.9% comparing with 1st half of 2011 and the domestic market of PEAK has been getting worse obviously. The two pioneers of Chinese sport brand in expanding global market are in the grim situation. So, finding the right way of building global brand is the question of Chinese sport enterprises.This thesis is focused on finding the way of building global brand for Chinese sports enterprises, which is based on writer’s observation, summarization of sport goods industry and 5 years relevant work experience and analyzed by brand equity theory, integrated marketing communication and other theories. The conclusion of the research came out with 6 factors mattering the way of building global brand for Chinese sports enterprises. They are foresight of consumer demands, differentiation positioning, high-quality products, asset-light pattern, flexible channels and integrated marketing communication.