Part 1: Basic Demographic Information 1. Your gender? (Single choice) Male Female
2. Your age group? (Single choice) 18 years old and below 19–22 years old 23–28 years old 29–35 years old
3. Your identity? (Single choice) Student Young office worker Freelancer Others
4. Your monthly disposable spending budget? (Single choice) ¥1,000 and below ¥1,001–2,000 ¥2,001–4,000 ¥4,001–6,000 Over ¥6,000
Part 2: Basic Sneaker Consumption Status 5. 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
6. Acceptable price range for a single pair of sneakers? (Single choice) Below ¥200 ¥200–400 ¥401–700 ¥701–1,000 Over ¥1,000
7. 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. 8. Main scenarios for wearing sneakers daily? (Multiple choices allowed) Daily commuting ＆ casual outings Sports activities: running, fitness, ball games, etc. Social dates ＆ fashion styling Campus classes ＆ group activities Workplace Others
9. Top priority factors when buying sneakers? (Maximum 4 options) 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) 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) 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) 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) 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) 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) 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) 1 – Very Dissatisfied 2 – Dissatisfied 3 – Neutral 4 – Satisfied 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) 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!