Abstract
China has a big market because it has large of land and large population. Various international brands are attracted to develop in China, especially when China officially joined the WTO in 2002. This market is become more and more important. However, China is a multi-racial and multi-culture country, and because it has many special geographical and political factors. The international brands which enter Chinese market definitely have a lot of things to learn. The Olympic Game was held in Beijing in 2008, driving the sports industry market to grow. And because the average income increases, more and more people put on more emphasis in sports. Chinese sports industry is moving towards differentiation and diversification, many international emerging sports began to develop in China, such as extreme sports. It gives a good opportunity to sport-related industries. This research is a case study of DBS being agent for international brands of extreme sports FOX and TLD. We can analyze the data by understanding the current sportswear market and the development of extreme sports in China as well as how well-known international brand enter the Chinese market. We propose short, medium and long-term strategic planning and recommendations for this case. There’s no shortcut for developing a brand. The strategy of this research is to exclude the proposed short-term interests to establish the long-term planning. Furthermore, this study focuses on building the long-term brand images and the practical operation for the brand developing process in China.