The domestic sportswear brand realized unwittingly counterattack. This year, Lining's stock price has risen by over 200%. Anta's market capitalization is the first time to exceed 200 billion Hong Kong dollars, exceeding the market value of Adidas in the same period, becoming the second largest brand in sports apparel industry after Nike.

Today's domestic sportswear has won the favor of the market by changing its appearance. For example, in the newly concluded fashion week in New York, the first Chinese children's sports brand "Anta children" who landed in New York fashion week attracted the attention of the industry. Lining highlighted the brand younger with "post-90s Lining", and created "China Lining" hoodies and so on.

The domestic brands represented by Anta, Lining, XTEP and so on are strong in both domestic and foreign markets. However, there is still a lot of room for improvement in the domestic market share.

According to market organization survey, in 2018, the scale of China's sportswear market exceeded 40 billion US dollars. In terms of brand market share, ADI and Nike occupy the top two, 19.5% and 19% respectively. Anta and Lining are in the second group with a market share of 8% and 5%.

From the analysis of market share, the local sportswear brand should continue to make brand fashion symbols, highlight the unique fashion quality of the brand, and establish an international fashion in internationalization.

Establishing brand symbols is not overnight. Throughout the development of Nike and Adidas, they have been working hard on brand image, leaving many consumers with a good brand impression over the years. In this regard, local brands have begun to make great efforts to catch up. However, because of late start, brand awareness and team building have not kept up. The uniformity and stability of the brand image are not good, and the quality of clothing tends to fluctuate.

At the same time, in the aspect of marketing mode, the brand should be unique and highlight its unique fashion taste. Under the new trend of information dissemination, such as mobility, socialization and visualization, the marketing industry is facing the problem of marketing. The marketing case that once used to be familiar with is likely to become a joke today. In marketing ideas and marketing methods, local brands also need to find new entry points suitable for themselves, attracting incremental marketing with unique fashion marketing, especially young people's market.

Besides, being an international fashion brand is inseparable from international fashion. In contrast, the performance of Anta and Lining is mainly contributed by domestic consumers, but the internationalization of Nike and Adidas not only brings huge profits to them, but also adds brand image to the international brand. Therefore, local brands should also pay attention to this trend by setting up R & D and exhibition centers abroad, forming an international team, and making all-around efforts to create an international brand fashion image.

The real rise of the local sportswear brand is only in recent years. Despite the increasingly fierce competition in the sportswear market, the market still has great potential. In the development of the apparel industry, the two word "fashion" should be the core competitiveness of the sports brand.