The Difference in Sportswear Marketing in China and the US -Taking Li Ning and Under Armour as Examples
Year: 2024
Type: article
Abstract: Whether in China or the US, merchants who want to make their enterprises bigger and wider will want to globalize their brands, so as to gain popularity and sales. It finds that foreign brands are very common in the Chinese marketing and popular with China, such as Nike, and Under Armour, but people rarely see the marketing of Chinese brands. Most Chinese sportswear brands are generally used in sports games. For example, Li Ning is awarded as the prizes in most games and casts as merchants. Li Ning’s annual revenue reached more than 2.7 billion dollars, while Under Armour’s annual revenue reached more than 5 billion dollars. If Chinese brands want to reach the sales volume of foreign brands, they need to learn the relevant marketing strategies. This article claims that the difference of marketing models of sportswear brands in China and the US is due to the difference embedded in the sports industry. The strategies recommended in this article are to pay attention to the exposure of products in games and big events, follow the local customs, and take into account marketing data.
Author: Yanzi Guo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405818428