Fine Penetration Of Anta Economic Brand (2)

Positioning professional basketball shoes market

In 2001, Anta once coveted the business of casual wear and signed with entertainment stars to endorse canvas shoes and casual wear. But soon, Anta gave up the attempt.

Ding Zhizhong admitted: "We do canvas shoe Including inviting entertainment stars, although they didn't lose money, they were a bit strategic. Since we have chosen to make sporting goods, we must choose and insist. "

Ding Zhizhong said that "there are choices and persistence" refers to the market of basketball shoes. Basketball Shoes and Versatility gym shoes It is the most important and largest two product categories in the sports shoes category.

Anta's annual R&D expenditure is more than 10 million yuan, which is certainly not comparable to Nike's research expenditure of several hundred million dollars, but it is absolutely high in Jinjiang. This fee is mainly used to purchase technology patents of international brands.

In addition, an important consideration for Anta to choose a cooperative processing factory is to use the advantage of the manufacturing factory to produce basketball shoes for Nike and other brands, and to produce basketball shoes that are relatively professional among domestic brands. An important production cooperation enterprise of Anta is Baoyuan Group in Guangdong. This enterprise has more than 100 production lines, and also works for Nike, Converse, Adidas and other brands. To the extent that intellectual property rights are not involved, Anta It is almost the same production line as Nike in China, but the shoe materials are slightly different. "This is where we are more professional than other domestic brands".

In brand promotion, Anta is also closely tied to basketball. Since 2003, Anta has sponsored the Lithuanian professional basketball "Youth Guards" Poseidon Basketball Club; In November 2004, Anta announced that it would exclusively sponsor the CBA League of China Basketball Association in the next three years, with a sponsorship fee of 60 million yuan. It is estimated that the supporting funds invested in marketing, product research and development will exceed 120 million yuan.

Compared with Anta's clear and focused brand positioning, vague positioning is the main reason why the once brilliant double star brand has not performed well in recent years. Zhang Jing, director of the Doublestar Publicity Department, said, "The positioning of Doublestar shoes is to develop from low-end to high-end, and from sneakers to leather shoes simultaneously."