In order to find out the characteristics of college sports shoes consumption, this paper uses the methods of literature, questionnaire survey and mathematical statistics to subdivide the most important component of college students’sports consumer market (sports shoes market), and to explore the types of different subdividing markets and the characteristics of their interests and needs. The research shows that when college students buy sports shoes, they attach great importance to "aesthetic fashion", "functional quality", "youth vitality" and "following performance". Combining the above four benefit factors, the market of college students'sports shoes can be divided into three submarkets, such as vibrant performance, functional quality and aesthetic fashion.There are differences in consumption characteristics among submarkets.