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Anta Responded: It Does Not Mean A Big Push Into The Outdoor Market.

2013/1/8 19:35:00 20

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New Year, new flagship store at Anta headquarters has also been replaced by a brand new poster. Unlike the past, in this poster advertisement, "waterproof breathable windbreaker" such outdoor products become an important element. This can not help but generate the conjecture: if the traditional sporting goods market has become saturated today, does Anta want to find new growth momentum through the entry into the outdoor market, a new subdivision? 
 for outdoor products, before the sporting goods giant a href= "http://www.91se91.com/news/index_x.asp" > Lining < /a > with Li-Ning Adventure (hereinafter referred to as "Lining exploration") the first entry into the outdoor products market has shocked the industry. If the sporting goods boss Anta is also involved in outdoor products, the vibration brought will not be weaker than Lining's exploration. 
 and with the entry of Lining and Anta, outdoor products industry will continue to heat up. A more intense outdoor market competition will start. How to deal with the local outdoor products industry? What will be the trend of the giant outdoor market? "/p".
 < a > href= > http://www.91se91.com/news/index_f.asp > > Anta < /a > reply /p >
 does not mean large scale entry into the outdoor market /p >
 a poster made Anta's outdoor series a great reputation overnight, and it also caused various conjectures in the industry. 
 when the reporter's employment conjecture interviewing Anta, Anta said that this outdoor style poster is just one of Anta's posters of many styles, just like children's series, women's fashion and sports leisure series. The release of posters does not mean that Anta will enter the outdoor market in a big way. 
 when it comes to planning for outdoor market business, Anta has not disclosed much to the outside world. So far, Anta has only made posters and product displays with outdoor elements. 
 in fact, the reporter learned that this is not the first time Anta has paid attention to the outdoor market. According to sources, Anta outdoor series has been launched for three years, but has not been vigorously promoted abroad. 
 the industry believes that, in order to meet the diversified needs of the consumer market, Anta has penetrated more subdivision areas to provide diversified choices to consumers at the terminal. Especially in the depression of sports goods industry, Anta hopes to quickly enter the market segments, promote the proliferation of brand equity and the formation of competitive advantages. However, whether the popular outdoor series can be a good supplement to Anta's diversified product structure, just like the children's and women's fashion series, is still uncertain. 
 "from the product line, it is absolutely the first piece of Anta layout outdoor. Although the market awareness of Anta outdoor series is not high, compared with some domestic outdoor brand, the outdoor series of these famous sports brands are more acceptable to them, but in a short time, Anta outdoor series will become another sub brand independent operation." Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd. 
 the local outdoor brand thinks that the impact is not big > /strong > /p >
Xu Rongsheng, general manager of "P" Lion Brand outdoor products Co., Ltd., said that although the outdoor products market is developing at a high speed and there is a big gap, the future operation plan is not clear from the development of Anta outdoor series. "Now the outdoor start and the Anta do adult sports apparel start very different, Anta outdoor series current strategy needs to wait for the market and consumer inspection." Xu Rongsheng thinks. 
Under the environment of the world economic downturn and the development of China's outdoor market, Anta outdoor series is emerging. The local outdoor brands are no longer "ignorant people fearless". They are trying to mature in the fierce market competition. P 
 "like a href=" http://www.91se91.com "> Adidas < /a >, Nike launched the outdoor products series to develop the future brand, which has certain brand influence and status in the consumer's mind. It has a certain foundation for running, and will have an impact on the sales of local outdoor brands. Tianlun, planning manager of Tianlun Tian outdoor products Co., Ltd. 
 "but we are not doing the same thing with them." Lin Tianhuang said that the brand of local outdoor products was one step ahead of the brand, especially with the help of Jinjiang's industrial scale advantage to achieve a breakthrough in brand positioning and marketing innovation. 
"P >" now, most of our local outdoor brands are priced slightly higher than some outdoor brands of sports brands. Compared with NIKE ACG, Lining explorer and other sports brands, we achieve effective segmentation of consumer positioning through sales pricing. Even if more sporting goods brands enter the outdoor market in the future, they will also expand their original channel resources, that is, the store mode on the street, which will not have any impact on the local outdoor brands which are mainly located in the shopping mall. Lin Tianhuang said. 
Less important than P, more importantly, Chen Ruidian, chairman of the outdoor group of lad, believes that the brand names of outdoor players and local outdoor brands have taken a completely different approach to brand operation. The outdoor industry has its unique industry attributes. For example, the outdoor industry is more concerned about the communication and communication with consumers' minds in marketing ways, and emphasizes the experience of product attributes. This is not easy for the sports brands who are used to sponsor sports events and advertising bombers.