Because leisure brands are sold in different regions, the brand positioning in each region is different, which is determined according to the sales situation in different regions and the reference pricing of similar brands of clothing. For example, zara is positioned as a fashion brand women's wear in China, and has opened flagship stores in Shanghai and Hangzhou. However, in the United States, zara is positioned as a low-end popular dress, which is mainly placed on the shelves of major supermarkets. For example, sports brands in Europe and America are fiercely competitive. In order to seize the market, the prices of sports brands are generally not much different from those of competitive brands. In China, local sports brands have not reached the status of international first-line brands because of their short development history. The competition is relatively small, and domestic brands such as Adi and Nike are highly respected, so the pricing is generally more than 50% higher than that in Europe and America. Because the weakness of local brands and their admiration for foreign countries are one of the factors that raise the price of domestic brands.

A mature brand will segment the global market. Many brands in China like to divide into mainland market, Hongkong and Taiwan Province province of China. Each brand differentiates pricing according to different regions, and compares the advantages and disadvantages of competitive brands, market share and other factors.

In fact, the main reason is that China has a large population base and strong purchasing power. Especially in the last two decades, the economy has developed rapidly and the per capita consumption level has improved, so there is a great market demand. Foreign brands take the brand route when they enter China, and even in China, they are only positioned at the low end. However, in order to expand overseas markets, many domestic leisure brands can only take the cheap route because of their insufficient brand influence.