Sport Marketing Strategy Choice of Domestic Sports Brands Under the Rise of Chinese Fad

Event sponsorship and star endorsement are commonly seen in sports brand marketing and significantly affect the influence and business performance of the sports brands.In the context of booming China-made products, what mechanisms else might have a significant impact on marketing strategy and its outcome in addition to the above traditional means?After a study of the marketing cases of famous sports brands like Anta, Li-Ning, Qiaodan (China) and Erke with the help of comparative analysis and participatory observation, the result shows that as the sharp rise of new Chinese fad, domestic sports brands should attach importance to four crucial elements when selecting sports marketing types: the level and scale of the sponsored events, the attitude of the public, original design centered on Chinese fad elements, and attention of young consumers.The greater the level and scale of a sponsored event are, the more influential the brand will be.Following the trend of the rise of China-made brands, avoiding plagiarism and "copycatting", and focusing on creating original design products with Chinese elements, a brand can preferentially gain media exposure and the favor of young consumers, thus remarkably improving its influence and business performance.