Competition Strategy Between Chinese Sports Brand And International Sports Brand

When Chinese sports brand enterprises compete with international sports brand enterprises to compete with Chinese consumers, they should pay attention to handling the following three aspects.

The international sports brand they wear is a symbol of their age and student identity. It is a symbol of their counterparts with the times. It is very difficult for such consumers to try to change their consumption psychology. If Chinese sports brand enterprises put energy into them, 80% of the energy will probably not have a positive effect on the expected effect; however, if Chinese sports brand enterprises change this energy to those young and middle-aged people who are not conservative, like sports, advocate health and quality of life, and in the elderly, 80% of the energy will achieve the desired effect. First, it is necessary to choose a target consumer group. Some consumers, especially students and young people, prefer to be hungry and wear international sports brands.

For example, age, mental age, work and living habits, and rational consumption characteristics, such as R & D, design and introduction of products, for example, many school students can wear international sports brand sportswear when they go to school and attend classes. However, a school teacher who is in non physical education class is seldom wearing any international sports brand sportswear to give lectures to students. Similarly, an employee who has to wear uniforms for work must be disciplined when he goes to work, and if he wears other sports brand sportswear, he will have little chance of international sports brand in making uniform work clothes. Two, we must develop targeted Sports goods that suit the target group: Chinese sports brand enterprises are not enough after locking the target consumer groups, and we must combine the body of this group of consumers.

That is to say, we should develop, design and launch corresponding sports products according to the characteristics of target consumers.

Three, we must be good at combining and promoting Chinese traditional culture: after the Wenchuan earthquake in Sichuan, due to the constant aftershocks, the ICBC Fucheng sub branch bought 56 pairs of Nike sneakers for employees, and the result was severely punished by the national audit department.

In this case, the media did not say how the audit department quickly discovered the violation of discipline in the Fucheng branch of ICBC.

If someone really reports, then the idea of the informant is very critical. He may be dissatisfied with the purchase of sports shoes by the Fucheng branch of the ICBC for the purpose of using earthquake relief expenses. No matter what shoes he buys, he has to report. He may also be dissatisfied with the purchase of Nike brand sports shoes by the Fucheng branch of the ICBC in Fucheng. If the Fucheng branch of the ICBC uses the earthquake relief expenses to purchase the sports shoes, he may not report it. This possibility is not nonexistent.

It is precisely because of this possibility that from another point of view, the national sentiment and the fine traditional culture of China will affect the behavior of consumers or potential consumers.

That is to say, in the process of design and sales, Chinese sports brand enterprises should pay attention to combining and promoting Chinese traditional culture. If combined and carried forward well, it will definitely play a positive role, otherwise, it will play a negative role.