Research on the Use of Storytelling in Branding Chinese National Sports Brands

Abstract

In the context of story marketing becoming the mainstream marketing tool for sports brands, Chinese national sports brands also need to write their own brand stories to improve their competitiveness. Using literature research and case study, this paper analyzes the story marketing of Xstep’s 2020 618 shopping festival and finds the brand stories of Chinese national sports brands. Based on the analysis, Chinese national sports have problems such as lack of continuity, lack of Chinese characteristics, single content and communication channels, and no feedback mechanism. Corresponding solutions are also proposed, including writing a sequel to the story, adding Chinese elements to brand stories, adding special characters that reflect the brand image to enrich the story, making full use of social media, and establishing a consumer feedback mechanism. This paper presents conclusions of general significance based on the analysis of Xstep’s brand stories. It provides a new approach to analyzing and implementing storytelling elements for Chinese national sports brands.