The Transformation Path of Sports Brands in the Context of Consumption Upgrading

With the change of the main groups and consumption preferences in the China's market, the consumption structure of China residents is transitioning to development and enjoyment. Therefore, in order to better meet consumers and improve market competitiveness, China's domestic brands are facing transformation and upgrading. This article selects four sports brands - Li Ning, Anta, Xtep and 361°- as research objects in the context of consumption upgrade. This article compares and analyzes their brand transformation measures and present management situation, and makes further recommendations about the transformation of China's sports brands.