According to information from the Ministry of commerce website, the European footwear industry has put forward a proposal to extend the anti-dumping measure to the European footwear industry at various meetings recently held in Europe.

Once this proposal is passed, the export of China's footwear industry, which has already seen a negative growth, will suffer a greater blow.

In the context of the sharp decline in exports, sports shoe companies are "fighting" in the domestic market.

Among them, the first line brand is a cultural strategy, so that it can get rid of it in the competitive sports market of China.

When the Beijing Olympic Games were about to ring, they chose the way of "helping China win" in order to impress the Chinese consumers.

Lu Hairui, managing director of Shanghai sports marketing company ex sharp consulting, said in an interview that these companies will try to tell people that they are partners in China's sporting event, which will be a large-scale battle. TerryRhoads

Not long ago, the twenty-second China International Sporting Goods Fair, which came to a close in Beijing, is the symbol of this campaign.

Zhang Tao, vice president of Anta Sports Products Limited, stressed: "as a leading sports brand, Anta is going to refuel China's sports industry. As a national enterprise, we need to refuel the whole of China."

Anta has been the leader in this field for 7 consecutive years in the Chinese sports shoes market. In this year's sports fair, Anta launched the "1 generation basketball shoes of the United States", which has won the annual bestseller Award for sports footwear products.

In order to let their "refueling!"

China! "

The slogan has been heard throughout the country. Since the beginning of this week, the company has released the latest TV advertisements in Beijing, Guangdong and other 12 provinces and cities, as well as the main channel of CCTV.

Xu Yang, the brand director of Anta, said: "to overcome these difficulties, China will have a real turning over in the international community."

Unlike Anta's "forge ahead culture", another leading brand in China, Lining, recently played a major role in technology licensing.

In May 22nd, Li Ning Co was awarded the certification by the Beijing State Sports Goods Quality Certification Center (NSCC), becoming the first Chinese sporting goods organization to get sports wear products certification.

As a sponsor of China's shooting, diving, gymnastics and other national team matches, Li Ning Co has also implemented the technology culture to the athletes' equipment.

The new equipment contains the blessing of the athletes with the sense of future and the times. At the same time, it has implanted a large number of top technologies for different sports. At the current Expo, Li Ning Co has the world's largest fiber, polymer and intermediates.

Facing the attack of its own brand, the international brand Nike has chosen another way to narrow the distance from the audience.

At the sports fair, Nike set up a fashion show about 22 Chinese national team matches, and 22 professional athletes served as models.

This idea has made up for the shortcomings of the star sponsored by Nike. Whenever the performance starts, the Nike booth is always full of people.

In order to impress the Chinese consumers, Nike will also set the theme of the exhibition as "getting up and moving forward", which is always associated with the National Anthem of China.

Competitive culture is not the only way for international leaders to please Chinese consumers.

In January this year, Nike's old rival Adidas took the Peking opera costumes as the background in Beijing's sports fashion show.

The models showed the uniforms designed by Adidas for Olympic staff and volunteers, including T-shirts with auspicious clouds.

Mark Colin, director of Adidas creative center in Shanghai, said that using traditional elements such as auspicious clouds, dragons, fans and bright colors in sportswear and sports shoes has aroused people's traditional consciousness. MarkColin-Thome

Prior to this, Adidas has thrown 80 million dollars to sponsor the Beijing Olympic Games.

Therefore, the identity and status of Beijing Olympic sponsors will undoubtedly become Adidas's biggest demand for communication.

At this event, Adidas did not choose to compete with its traditional rivals on the same stage. It was displayed in the Olympic concept venues alone.

In order to emphasize the origin of Beijing Olympic Games, Adidas not only named the theme of the exhibition as "MadeForBeijing", but also displayed the exhibition platform of all kinds of match equipment as the main visual human figure of the 2008 Beijing Olympic Games.

These Chinese elements have greatly strengthened the affinity of the whole brand.

"Sports industry is essentially a cultural industry."

Zhang Tao stressed, "no matter how intense the competition is and how strong the star is, we have to change the habits of the consumers and integrate into their lifestyle so that they can better accept our products and values."