Research On The Marketing Strategy Of Domestic Sports Brands Under The Background Of "national Tide"

In just a few years,China chic has changed from a new trend led by individual brands to a trend symbol of the gathering of many brands.Since 2018,Li Ning showed China chic design to the world at the New York Fashion Week,and now Chinese and foreign brands have entered China chic,and China's sports brand market has also ushered in great changes.Li Ning and Anta,two Chinese sports major brands,are looking for a revolution in China chic,and brands such as Xtep,Hongxing Erke,Peak,361°,and Warrior have also emerged in it.This article will specifically analyze the series of marketing strategies of domestic sports brands in the context of China chic,analyze and sort out from the consumer strategy,cost control strategy,channel convenience strategy,and market communication strategy,and provide a reference for its marketing practice in the subsequent development of China chic by analyzing the marketing strengths and shortcomings of domestic sports brands.