2018年中国李宁在纽约时装周的大放异彩，使得在我国发展了20余年的“国潮”一炮而红，但在市场繁荣的反面也存在着一些行业乱象，因此本文选择结合案例研究和实证研究的方法对本土运动品牌“国潮”创新代表之一安踏品牌进行研究，来理解“国潮”概念下优秀本土运动品牌具体采取了什么产品创新策略，以及这些“国潮”产品创新如何影响消费者心理这两大问题，对克服影响“国潮”行业长期发展隐忧，避免“国潮热”仅是一场昙花一现的营销狂欢有着重要意义。本文首先以设计驱动产品创新理论为基础，从企业端的角度系统性地分析了安踏品牌进行“国潮”产品创新的背景、原因、方法、代表性产品具体创新内容等；其次，本文基于现有的消费者“国潮”产品消费心理机制模型，在消费者角度提出了研究假设并构建了一个含有中介效应的结构方程模型，再通过问卷调研的方式重点研究了安踏品牌“国潮”产品上的中国特色和潮流属性两大核心特点影响安踏品牌目标消费者购买意愿的内在机理，对研究假设进行了检验。本文整合了企业端和消费者端的视角，得到如下主要结论：第一，感知本土象征性可以通过消费认同的中介作用正向影响购买意愿，但无法直接显著影响购买意愿；第二，酷感知可以直接显著正向影响购买意愿，也可以通过消费认同的作用间接影响购买意愿；第三，消费者对中国文化的认同可以依次通过感知本土象征性和消费认同的中介作用正向影响购买意愿。本文综合企业和消费者视角，运用了案例和实证结合的方法，对安踏品牌“国潮”产品创新及其目标消费者内在心理机制进行了研究，所得结论在能为其他本土服饰品牌提供管理启示的同时，也对现有“国潮”理论进行了验证和拓展。

In 2018, Zhongguo Li-Ning shined in New York Fashion Week, making the concept of "Chinese fashion trend", which has been developing in China for more than 20 years, suddenly popular. However, on the opposite side of the prosperity, there are also some industry chaos. Therefore, this paper chooses to combine case and empirical research to study Anta, one of the "Chinese fashion trend" innovation representatives of the local sportswear brands, to understand two key research questions: what “Chinese fashion trend” product innovation strategies are adopted by leading local sportswear brands, and how these “Chinese fashion trend” product innovations affect the consumers’ psychology. These two questions are of great significance to overcoming the obstacles which affect the long-term development of "Chinese fashion trend", and to avoid it from just being a short-term marketing carnival. This paper firstly takes the view of enterprises to systematically analyzes the background, reasons, methods, and specific innovation content of Anta “Chinese fashion trend” products based on the theory of design-driven product innovation. Secondly, this paper applies the perspective of consumers to build a structural equation model with a mediating effect, based on the existing consumer psychological mechanism model of "Chinese fashion trend", and put forward research hypotheses. Then this paper conducts empirical research on how two core characteristics of Anta “Chinese fashion trend” products, Chinese characteristics and trendy attributes, affect the internal mechanism of Anta target consumers through questionnaires, and finally tests the research hypothesis.This paper integrates the perspectives of the company and the consumer, and draws the following main conclusions: Firstly, perceived localness can positively affect purchase intention through the mediating effect of consumption identity, but cannot directly affect purchase intention; Secondly, perceived coolness can directly and positively influences purchase intention, and can also indirectly influence purchase intention through consumption identity; Thirdly, the consumers' Chinese cultural identity will positively influence purchase intention through the mediating effect of perceived localness and consumption identity in turn.This paper synthesizes the perspectives of company and consumer, at the same time uses both the cases and empirical studies to research the product innovation of Anta under the concept of "Chinese fashion trend" and the internal psychological mechanism of its target consumers. The main conclusions can provide management inspiration for other local apparel brands, and this paper also verifies and expands the existing "Chinese fashion trend" theory.