我国运动服装品牌的个性化之道

面对激烈的市场竞争，以往的品牌战略已经不能适应越来越规范的市场和越发理性的消费者。文章阐述了我国运动服装品牌创个性化品牌的必要性；同时根据市场和国际国内品牌的对比提出中国自己的个性化品牌之道。

The road to characteristics for Chinese sports fashion brands

Facing the fierce competition of the market, the sports fashion can no long survive with the traditional brand strategies and win the more and more mature consumers. This article expounds why we need to bring characteristics into Chinese sports fashion brands with new brand strategy concept and practices and how we will achieve this goal by analyzing the contrast of China's sports fashion brands and the well-developed brands of other countries, therefore, explore the right way for China's sports fashion brands to find our own characteristics.