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If the analysis of domestic sports brand with the international big difference, you will find the Gap brand influence, which led to the reasons for this disparity? In addition to marketing practices and other soft factors are indeed catch up to international brands, we should see itself as the representative of the product hardware deficiencies.

First of all, from all the company's annual figures can be reflected in some nike air max of the most intuitive, is the product R & D investment of funds, Nike said: "Science and technology product research and development is the key to success, Nike one of the factors, we shoe in the development of new materials, fibers and modern design to spare no effort. "From another perspective, the Nike company to focus on new product research and development driving force, or is the target consumer behavior and attitudes change and new. Nike, Adidas easily more than ten percent of sales, R & D costs, domestic brands seemed to prefer the huge amounts of money into marketing and advertising, which is the country's overall market environment and the result of the competitive environment.

However, as for more in-depth insight into the consumer market, domestic brands are carrying out the development strategy adjusted accordingly, Li Ning brand into the U.S. R & D center in Portland is a positive signal, special steps, Anta, etc. are also focus on the development of new footwear technology. In the mind of consumers increasingly mature market, the focus on the endogenous growth model it replaces Fuzao bombing the ad is an inevitable trend, and look at the whole chain of sporting goods industry, in R & D and product design aspects of the reform, continued develop new products to meet air max 24-7 market that reduces manufacturing costs, but also to win over the constant pursuit of innovative consumers, while further enhance the brand position, therefore, product research and design aspects of the entire chain is the dominant source of the virtuous cycle of development.

Second, look at Nike and Adidas in China, operating fast, mainly be focused from the product point of view, the two groups, respectively, China's consumption accounted for the largest field of football and basketball high ground, and constantly develop new technology market, but also play the major tournaments at any time based on marketing card, when the top international players who have been lighted matches or most of them only a symbol of Nike and Adidas, we have to admit that they are actually well versed in the Chinese market, or even understand the Chinese consumer those preferences.

Football, basketball star products lack, has been the biggest criticism of domestic brands, and therefore they had to make air max 90 Ping Yu, running and other areas of product development, but the market is relatively small minority of these features can not be changed, despite the focus on Olympic basketball product development and marketing, but the market has not been to the line of direct confrontation with the Nike, the lack of product support must be an important reason. To conquer the majority of domestic consumers, especially the Li Ning, to get changes occur, the first change, and it is most in need of closed-door practice, the vast consumer market is still football, basketball products in the field of concentrated study, profound knowledge, and for the The Li Ning, Olympic were to go abroad, have entered the United States to establish R & D center, how many have visited the ancient warrior when the famous martial arts Cheats quest hope, longing and the complex feelings it heroic Cross.