Sports brand marketing segmentation: Strengthening circle identity with trendy genes | World Research Consumer Index Brand List Vol. 56

During this monitoring period, Anta, Nike, and Fila ranked top three in the comprehensive popularity list with comprehensive popularity scores of 1.86, 1.70, and 1.68 respectively.

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Precise analysis of pain points in scenarios of domestic sports brands, and regional demands give rise to granular segmented tracks

 In terms of brand distribution, domestic "technology pioneers" such as Anta, Li-Ning, 361°, and Xtep have systematically occupied the segmented sports market through a dual-track strategy of technology popularization and precise scenario targeting. Their common core lies in: First, technology is made more accessible to the public: Anta has introduced its racing-grade nitrogen technology midsole and carbon tube anti-twist system to the Maher 5SE running shoes priced below 500 yuan. Li-Ning has realized the application of professional configurations in specific scenarios with its full-length heterogeneous carbon plate. Both have broken the international brands' monopoly on high-end technologies, enabling students and advanced runners to obtain performance guarantees at a lower cost.

Second, pain points in scenarios are deeply analyzed: Brands have finely segmented sports scenarios based on local demands. 361° has developed a "wetland anti-slip" outsole for physical fitness tests in rainy areas, solving the safety hazards on slippery tracks. Xtep's Hydro Wind 5.0, with its ultra-lightweight of 200g and breathable mesh, targets the high-temperature training scenarios in the south, breaking down the demands during the "physical fitness test season" of the high school entrance examination in summer into specific environmental pain points.

Finally, strategic synergy expands coverage: Anta has acquired Jack Wolfskin to improve its outdoor price range matrix. Li-Ning has exported oriental aesthetics through cultural collaborations. On the basis of technology popularization, they have simultaneously built global brand recognition, forming a three-dimensional offensive of "professional performance penetration + cultural value enhancement". Domestic brands, with local demands as the origin of innovation, have achieved a leap from single-product competition to niche occupation by democratizing technology, lowering professional thresholds, and precisely matching segmented pain points through granular scenario targeting, reshaping the value distribution rules of the sports consumption market.

International sports brands awaken cultural memories with limited-edition strategies, and trendy genes strengthen circle identification

The camp of "international giants and professional sports" represented by Nike, Adidas, Fila, Saucony, and Yonex has built a double defense line in the high-end market with cutting-edge technology barriers and precise circle marketing.

At the technical level, they pursue extreme performance to lock in professional users: Nike has consolidated the dominant position of its Vaporfly Next% 3 in the top-level racing field with its ZOOMX midsole. Saucony has precisely solved the core pain point of power attenuation in the later stage of marathon runners through the carbon fiber structure of its Endorphin Pro 4. Yonex has firmly controlled the professional badminton market by strengthening lateral support for Asian foot shapes with the 3D power pad of its AERUS Z2 badminton shoes. At the marketing level, brands focus on deepening their ties with specific circles: Nike has launched the Kobe 8 "What The Kobe", creating a limited-edition topic that has sparked a global collection craze. Adidas has joined hands with Japanese street brand BAPE again to create a new 2025 SUPERSTAR shoe and clothing series, integrating street culture and sports genes and awakening the trendy memories of a generation. Fila has cleverly captured the trend of retro revival and redesigned its classic "Cat Paw Shoes", continuously attracting fashionable sports enthusiasts.

Explanation of the list

The Shiyan Consumption Compass series of index reports is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Wave Index List", and "Consumption Popular Event List", as well as extended list reports within the corresponding scope. The aim is to objectively and truly present the trend characteristics of the consumption world through index evaluation, help industries and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass series of index lists continuously monitors the following industries:

3C digital products, footwear and apparel accessories, food and fresh products, household appliances, sports and outdoor products, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

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Disclaimer

This list is exclusively compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines publicly available data from mainstream platforms and data accumulation from Shiyan Big Consumption Platform under Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the data provided, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some of the data in this report has not been formally audited by an independent third-party auditing institution, so there may be unidentified errors or omissions. It is especially reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third-party names, brands, or products mentioned in the report are for illustrative purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not assume any legal liability for any losses or damages caused by the use of the information in this report.