How to Improve the Brand Value of Domestic Sports Brands after the Xinjiang Cotton Incident

The Xinjiang Cotton Incident that happened in March 2021, and was caused by the conflict between certain overseas enterprises and the use of Chinese Xinjiang cotton. In order to support traditional brand development, Chinese consumers started to pay more attention to Chinese traditional sports brands, thus encouraging the redevelopment of them. Due to this situation, Chinese sports brands should identify disadvantages of its own brands, aim to improve their brand value, and seek opportunities for sustainable development. In this research, a conclusion was draw through a questionnaire that asked: After the influence of the Xinjiang Cotton Incident, can Chinese domestic brands be redeveloped by refocusing public concern? Should brands increase their consumer loyalty by establishing brand image? Can brands gain more attention from consumers through conveying their brand personality and enriching their brand performance? Should entrepreneurs enhance management of brand sales strategies by considering both the rational perspective and the perceptual perspective in the consumer consumption process?