Purchase Preferences of Young Consumers for Sneakers amid the Rise of Domestic Trendy Sports Brands

Part 1: Basic Demographic Information

Your gender? (Single choice)

Male

Female

Your age group? (Single choice)

18 years old and below

19–22 years old

23–28 years old

29–35 years old

Your identity? (Single choice)

Student

Young office worker

Freelancer

Others

Part 2: Basic Sneaker Consumption Status

How often do you buy sneakers? (Single choice)

One pair within half a year

One pair every half a year to 1 year

One pair every 1–2 years

Purchase as needed with no fixed frequency

Have you purchased sneakers from domestic trend sports brands including Li-Ning, ANTA, Xtep, ERKE, 361°? (Single choice)

Purchase frequently

Purchase occasionally

Rarely purchase

Never purchased

8. Main scenarios for wearing sneakers daily? (Multiple choices allowed)【多选题】

Top priority factors when buying sneakers? (Maximum 4 options)【最多选择4项】

Comfort and foot feel

Appearance design, domestic trend elements, silhouette and aesthetics

Product quality and durability

Cost performance and price

Brand awareness and reputation

Technical features (cushioning, rebound, breathability, etc.)

Versatility for daily matching

Celebrity/influencer same styles and trend popularity

After-sales service and warranty policy

10.

What are your most valued advantages of domestic trend sneakers compared with foreign sports brands? (Multiple choices allowed)【多选题】

Unique Chinese-style design matching current aesthetic trends

Higher cost performance and affordable pricing

National brand sentiment and cultural identity

Improved product quality with performance comparable to overseas brands

Fast style updates and strong fashion sense

Wide offline store coverage for convenient purchase and after-sales support

Rich co-branded styles with strong personalization

11.

Which Chinese traditional elements do you prefer in domestic trend sneaker design? (Multiple choices allowed)【多选题】

Traditional ink wash painting ＆ landscape patterns

Chinese calligraphy and character prints

Traditional totems, mythical beasts and intangible cultural heritage elements

Retro color schemes and classic vintage silhouettes of domestic trends

Minimalist subtle Chinese-style design without complicated patterns

No specific preference as long as the overall design is coordinated

12.

Preferred styles of domestic trend sneakers? (Multiple choices allowed)【多选题】

Classic skate shoes ＆ white sneakers

Professional running shoes ＆ training shoes

Basketball shoes and sport-specific sneakers

Retro dad shoes ＆Agan shoes

Fashion co-branded limited-edition models

Lightweight casual sneakers

Part 4: Information Acquisition & Purchase Channels

13.

Main channels to learn about new releases, reviews and trend information of domestic trend sneakers? (Multiple choices allowed)【多选题】

Social platforms: Xiaohongshu, Weibo

Short video platforms: Douyin, Kuaishou

Professional sneaker reviewers on Bilibili

Recommendations from e-commerce platforms (Taobao, JD.com, etc.)

Posters and salesperson recommendations in physical stores

Word-of-mouth from friends, classmates and colleagues

Official brand accounts and live streaming rooms

14.

Primary channels to purchase domestic trend sneakers? (Multiple choices allowed)【多选题】

Brand physical stores ＆ shopping mall counters

Official flagship stores on Taobao/JD.com/Pinduoduo

Brand mini-programs and official live-stream sales

Sneaker trading platforms: Dewu, Shihuo, etc.

Third-party purchasing agents and discount stores

Others

Part 5: Brand Perception & Consumption Attitudes

15.

Has the rise of domestic trend sports brands changed your sneaker purchasing choices? (Single choice)

Changed greatly; domestic brands become my first choice

Changed moderately; I compare domestic and foreign brands equally

Barely changed; foreign brands remain my priority

No impact at all

16.

What do you regard as the most prominent weaknesses of current domestic trend sneakers? (Maximum 3 options)【最多选择3项】

Insufficient high-end sports technology

Severe design homogenization and lack of innovation

Poor cost performance of certain products

Unstable quality control and inconsistent product quality

Excessive brand premium and market speculation

Imperfect after-sales system

17.

Will national brand sentiment make you prioritize domestic trend sneakers? (Single choice)

Definitely yes; supporting domestic brands is a key consideration

Sometimes yes; I will prefer domestic products if they fit my needs

Rarely; I only judge based on product quality itself

Never; sentiment does not affect my decisions

18.

Are you willing to pay extra premiums for domestic trend sneakers featuring intangible cultural heritage collaborations, cultural co-branding or limited cultural editions? (Single choice)

Very willing

Willing to pay a slight markup

Unwilling; only accept regular pricing

Strongly opposed to price premiums

19.

Your overall satisfaction with current domestic trend sneakers? (1–5 scale: 1 = Very Dissatisfied, 5 = Very Satisfied)

Part 6: Consumption Demand & Development Suggestions

20.

Do you plan to buy domestic trend sneakers within the next year? (Single choice)

Have clear purchase plans

Highly likely to consider buying

Uncertain

Almost no intention

21.

Which aspects do you hope domestic trend sports brands can improve and upgrade? (Multiple choices allowed)【多选题】

Upgrade product technology and athletic performance

Innovate Chinese-style design to avoid homogenization

Stabilize quality control and improve product quality

Optimize pricing strategy to enhance cost performance

Launch more niche styles and personalized customization services

Improve after-sales service and return/exchange policies

Build stronger cultural IPs and deepen the connotation of domestic trends

22.

Do you have any additional suggestions for the development of domestic trend sneakers?(Open-ended question)

Thank you sincerely for completing this questionnaire! Wish you all the best!