An Empirical Study on Consumption Values of Leisurewear of Chinese University Students: Market Segmentation and Brand Positioning

In recent years, the production capacity of Chinese leisurewear market has been expanding continuously, and the competition is growing in intensity as well. In such situation, how can we get the competition advantage? This is the starting point of the article.Taking the Chinese University Students (CUS) as the object, who are one of the largest consumption group of leisurewear, this paper has been carried on an exploratory research on the consumption values of leisurewear and finally finds that consumption values of leisurewear of CUS are a value system consisted of some consumption elements with different values, which is a multidimensional structure with obvious sub-cluster. Although there are so many brands provided by market, the study shows seriously homogeneity trend in brand value positioning. It is insufficient to carry out the market segmentation and brand positioning effectively from beginning of consumers´ consumption values. This means the internal demands of consumers driven by consumption values have not been satisfied and still have a huge potential market.