Analysis of Marketing Strategy of International Sports Brands Entering Chinese Market

The Chinese market has great opportunities, and successful international brands cannot do without following market trends, being innovative and localization strategies. First of all, the performance of international brands in the Chinese market continues to rise, and at the same time, they are recognized by the majority of Chinese consumers. Secondly, the sales area is constantly expanding. On the one hand, the number of offline stores has increased. On the other hand, live streaming e-commerce is also developing vigorously. At the same time, international brands pay attention to the needs of Chinese consumers and continue to innovate their products. International sport brands are also attracting more consumers by improving brand recognition. For international brands such as Nike, Adidas and Lululemon, although the Chinese market is not their home territory, it is undoubtedly an indispensable part of performance improvement. Especially in 2024, when multinational sports brands in their base camp suffered from a cold current of business, performance increased slightly or even continuous decline; the Chinese market is like a clear current, rising against the trend. Therefore, the main issue of this paper is to study the successful strategic measures and development direction of the international sports brand industry, and summarize the advantages and disadvantages existing in this process and the impact on the Chinese market.