Research On The Status Quo And Strategy Of National Sports Goods Brand Development In China

Under the background of China's accelerating the construction of a strong sports country,vigorously promoting the sports industry that enriches the people and benefit the people is an important part of China's new era.As an important part of the sports industry,the development of the sporting goods industry is of great significance.With the development of traditional sports and the rise of emerging sports,people's enthusiasm for participating in sports is growing.The increase in the number of people participating in sports activities has provided a large number of potential consumers of sporting goods.The continuous improvement of the disposable income level and health awareness of Chinese residents brings opportunities for the development of China's national sports goods brand.At the same time,the rapid development of foreign sports goods brands to seize the sporting goods market has also brought challenges to China's national sports goods brand.After years of development of China's national sports goods industry,with the withdrawal of a large number of Jinjiang sports goods brands,the pattern of four major domestic sports goods brands,Anta,Li Ning,361 Degree and Xtep,has gradually formed.The brand business scope includes sportswear shoes.Footwear,sports equipment,sports products and outdoor leisure products.This paper selects Anta,Li Ning,361 degrees and Xtep analysis to summarize the development status of national sports goods brand with certain representativeness and universality.First of all,it expounds the research background and significance of this paper and the research status of sports goods brand,and defines the definition related to this article.Secondly,starting from the status quo of the development of China's national sporting goods brand,this paper analyzes the mid-year report data of China's four national sports goods brands,and summarizes China's national sports from the aspects of revenue market value,brand positioning strategy,sales channels,marketing methods and sub-brand development status.The status quo of the development of the brand.Then use SWOT analysis method to analyze theadvantages,disadvantages,opportunities and threat factors of national sports products in China,and grasp the environmental factors of brand development.Thirdly,according to the status quo of the brand development and the inferior factors,the problems of the brand in the international market,scientific research investment,store management,consumer experience,brand marketing and personnel management are summarized.Finally,through the consolidation of the brand development problems,the strategy of developing a high-end international market;increasing investment in scientific research;optimizing the store management system;improving training;enriching marketing methods;and introducing sports management talents and other brand development strategies.This paper intends to provide some valuable references for the development of China's national sporting goods brand,revitalize China's national sporting goods brand,and create a strong national brand in China under the background of sports power.