Fine Penetration Of Anta Economic Brand (3)

Economical and practical brand Market bottleneck

Although Anta has become a new force in the Chinese market in just a few years, we still have to take precautions.

According to Munder Capital Management, China gym shoes The market size is 500 million US dollars, while that of the US is 7.5 billion US dollars. The space of the Chinese market is still very large. For this reason, the world famous sports shoes brands have been heavily deployed in China since 2003. All of them are experts in making trends and brand operation.

At the end of 2004, multinational companies collectively launched a war of full penetration in the Chinese market, and invested a lot of energy in the construction of marketing channels. At present, Adidas has more than 500 stores in China; Through strategic cooperation with agents, New Bailun has covered more than 80 cities in China in a short period of time... At the same time, other Jinjiang brands also pay more attention to the construction of specialty stores. On a pedestrian street in Changsha, there are 7 sports shoes specialty stores, including 5 Jinjiang brands. If it loses the huge advantage of sales outlets, how does Anta deal with the double attack?

Second“ Star +"Advertising" is no longer available. How can I get the sports marketing board? In fact, Anta's star endorsement performance at the 2004 Athens Olympic Games was not outstanding.

While Anta is focusing on professional technology and keeping pace with Nike, according to the survey of the American Sports Shoe Association, the mainstream consumer market has paid less attention to sports shoe technology in recent years. Philip Kotler said: "Sneakers have become an important fashion representative. It is said that when girls are invited by boys to go on a date, they should first look at the sneakers worn by the other party."

This trend is also very obvious in the Chinese market. The survey shows that Anta is still an economic and practical brand.

Yuan Yue, chairman of Horizon Research, also said: "Anta, Doublestar and Reebok are the second group of Chinese sports brands. Anta faces the problem of low consumer loyalty and low linkage consumption ability. Anta can't compete with Nike in high-end products, but has a small part of competition with Li Ning in low-end products. The products of the second group are very different from those of the first group, but very small from those of the third group, so If there is no clear direction in market positioning, the brand value is likely to fall. "