Research on Tiktok Marketing Strategy of Chinese Sports Brands

Abstract

With the continuous progress of technology and the popularization of social media, the way of brand marketing has gradually changed. Traditional advertising channels can no longer meet the needs of today's young consumers, so brands have turned to social media platforms to cater to the tastes of young users, and sports brands have begun to focus on digital marketing channels to attract more consumers. As one of the most popular short-form video platforms in China, Jieyin, with its large user base and high degree of interactivity, has become one of the most popular platforms that brands are competing to enter. Taking Li Ning, a famous Chinese sports brand, as an example, this paper uses the data method and logical analysis to study the effectiveness and impact of the ShakeEn marketing strategy, and discusses how Li Ning utilizes the ShakeEn platform to expand brand awareness, increase sales and interact with consumers.