Abstract: Through literature review and inductive inference, the article analyzes the industrial value of the Tai Chi Chuan brand from the perspective of semiotics in reference to the background of sports industry being upgraded as a national strategy in China. The results reveal that the brand consumption remains in a lower level and is faced with the following problems: (1) the brand does not enjoy a high value; (2) the cultural products derived from the brand don’t yield many profits; (3) relevant fitness and training sector are still at a low level in terms of industrial structure. In order to highlight the industrial value of the Tai Chi Chuan brand, measures to be taken include stressing the construction of the semiotic meaning of Tai Chi Chuan, highlighting its semiotic consumption by attaching the symbolic meaning of identity and social status to it, and expanding its consumption space.

Key words: Tai Chi Chuan, Brand, Consumption, Semiotic Consumption, Consumer Society