This section chiefly focuses on describing and exploring the sports culture industry，defining licensing operations within sports culture brands，and analysing its target market and profit model. It will also use the current forerunners of the Chinese sports culture industry，Beijing Honav Culture Development Co.，Ltd.（Honav），as an example，with the aim of exploring the path of Honav’s growth and its business model of innovation. Honav has remained faithful to the corporate philosophy of“persistence，mutual success and innovation”，and created a working model that begins with the acquisition of a license for a famous sports brand，integrating it with the best resources in the industry，and innovatively organizing the development，design，production，retail and promotion of branded products. The formation of a well rounded supply chain structure and a unique business model has become the secret to Honav’s peerless development within China’s sports culture industry.