Analysis of competitive Power of Chinese Sports Apparel Brand based on Porter's five Force Model

Abstract

Chinese sportswear industry is in the stage of brand establishment, and also faces the double competition of domestic and foreign sportswear brands. If local brands want to create popularity, they must form their own unique competitiveness. The article defines the Chinese sportswear brand, based on Porter's five-force model, from the ability of competitors in the industry, the threat of substitute products or services, the threat of potential competitors, Analysis on the bargaining ability of buyers and suppliers; the industry environment of domestic sportswear industry; and put forward that the development of local sportswear brands in China should implement the cost leading strategy in the basic strategy. In the growth strategy, the strengthening strategy includes three aspects: market penetration, market development and product development.