Abstract
Along with the advance of domestic sports undertakings, China’s sports goods industry has shown great potential for development. This paper analyses the present situation of sports brand marketing in China. The result shows that in the process of sport marketing, domestic sports brands have acquired some certain achievements. But at the same time, many serious problems are beginning to emerge. They are as follows: a vague positioning, the lack of long-term planning, irrational development model, and insufficient marketing methods. In order to enhance the market competitiveness of the domestic sports brand, there is an urgent need to implement brand management. Attention should be focused on nailing down brand positioning, setting up the brand characteristics, and cultivating brand.
Highlights
China’s sporting goods industry has experienced sustained and rapid development in recent years
Due to the successful hosting of the Beijing Olympic Games, the sports brand in China has entered a period of rapid development in the 20072010
Experienced rapid expansion after the Beijing Olympic Games and “extensive” development, domestic sports brands have entered the depth adjustment phase, the whole industry will usher in a major adjustment
Summary
China’s sporting goods industry has experienced sustained and rapid development in recent years. In the past several years, the number of sporting goods stores goes up with an average annual rate of 10%, sales goes up with an average annual rate of 10%. Due to the successful hosting of the Beijing Olympic Games, the sports brand in China has entered a period of rapid development in the 20072010. With the great opportunity of the Beijing Olympic Games, the domestic sports brand developed rapidly. In 2009, the income scale of Chinese local sports brand Li Ning even exceed the international sports goods giant Adidas, jumping to second in the sporting goods market in China. The domestic brand is gradually narrowing the gap with industry leader Nike
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