The Development Dilemma And Solution Path Of Domestic Sportswear Brands

This article try to find the solution to problems in sports clothes brands within in consumption concept.This article has explored the potential solutions under the interview with managers in Lining,Anta and Tebu to the puzzles of sport clothes brands from consumption concept perspective by referencing publishes,conducting case studies,analyzing data,expert interviewing,and collecting questionnaires.Find problems and solutions through analysis the changes law and character in consumption concept and development status.This article reveal as follow: 1.The similarity of the product series of Chinese clothes sport brands are relatively high similar,which is not conducive to distinguishing the characteristics of Chinese clothes sport brands,to consumers who get more sports choices from Chinese clothes sport brands,and also not to highlight the strategic thinking of Chinese clothes sport brands.So Chinese clothes sport brands need to properly develop other series of products with sports specificity.2.The brand culture and the product do not fit well.As Chinese clothes sport brands,"wrapping,cushioning capacity,adaption to the position of the stadium" and other words that can highlight the protective and professional nature of sports should be added to the brand promotion;the consumer's health concept demands should be integrated into the product;Chinese clothes sport brands should integrate consumer's consumption concept and the product to form a brand culture which arising and rooting in the consumer's consumption concept.3.In terms of brand marketing,advertising,sponsorship,and spokesperson selection,it always should implement the concept based on consumer emotions,attract consumer attention,trigger consumer emotions,impress consumers,and guide consumers to make purchase decisions.This should be business goals for Chinese clothes sport brands.4.Now is an era where emotions trigger consumption.Consumer purchase decisions are more emotional.Chinese clothes sport brands should add emotional elements on product design to gain consumer attention and allow consumers to make purchases.5.If Chinese clothes sport brands want to grasp the consumption concept of the perceptual consumption era,they have to have sufficient market research and apply the information obtained from market research to product development,design,and sales in order to gain long-term consumer recognition.