Arthur, Looking For Jiang Shu Ying, Aarif Lee As An Endorsement To Enter The Chinese Market.

"I hope you can buy more of our money."

According to the world clothing and shoe net, Sanlitun's Southern District Square on January 19th (Friday) night, Jiang Shu Ying told the fans cheering fans with a joke.

With Aarif Lee standing beside her, they have just become.

(ASICS) Guan Xuan's brand spokesman for Greater China in 2018.

Jiang River shadow and Aarif Lee at the press conference with Arthur, President of Greater China, Chen Xiaotong.

As the four largest in the world

One of the brands is the first time that the Japanese company has signed a spokesperson in China for Arthur.

And half a month ago, Arthur's son.

The ghost tigers have announced their new spokesman for Greater China, replacing Li Yuchun by Jing Bairan.

The Japanese sports brands, which are more heavy on products, especially Arthur, who rarely signed the endorser, have signed three stars this time, and the desire for the Chinese market can no longer be obvious after the change of strategy.

Sign stars and use lemon yellow to make youthful.

Outside the Japanese mainland, Arthur has rarely played the role of spokesperson, even in her country.

In 2013, Korean pop stars Li Zhongshuo and Ji-Won Ha photographed Arthur's Korean advertisements and more focused on the Korean local market.

But last year, Arthur chose two times to win Grammy nominated DJ singer Steve Aoki on the endorsement of the United States, which has some similarities with the signing of Aarif Lee and Jiang Shu Ying.

On the one hand, Arthur, who has been the main product for many years, is loosening his marketing strategy, but on the other hand, it also confirms that the practice of reaping "traffic star" is spreading to more brands.

Especially in China, with the foreign brands such as Adidas, Nike, Puma, Skech, Reebok and so on, China's traffic stars have been harvesting or co operating "hook up". Sports brands have shown the brand image and the trend of expanding consumer groups through the cross border and universal influence stars.

The jokes of Jiang Shu Ying actually exposed Arthur's open intention to sign a celebrity endorser -- take goods! Take goods! Bring goods! But objectively speaking, Arthur, who stepped out of the first step, worked with Nike and Wang Junkai and Dongyu Zhou, Adidas signed Yang Mi, Lu Han, and Yi Jin Xi, Puma took Yang Yang, Liu Haoran, Liu Haoran, Reebok chose to win, Reebok did it, New Balance searched for Papi, and the marketing of the new jam was compared with the spokesperson's topic and influence.

Jiang Shu Ying and Aarif Lee released their latest Arthur advertisements on personal micro-blog. As at 2 p.m. on January 22nd, the forwarding volume was 11 thousand and 6600 respectively.

Compared with Yang Mi forwarding adidasOrigions micro-blog, more than 650 thousand forwarding volume, there is still a big gap.

But Li Yuchun's power may be enough to match.

Li Yuchun and his studio sent micro-blog 628 thousand to 151 thousand.

Dan Congjiang and Li Er, micro-blog's 10 million fans, are still not able to squeeze into China's head stars.

At the end of the first financial week, "China's most commercial value star list" was not released, and two people were not seen.

However, for Arthur, it is equally important to convey a new brand image through fresh endorser than direct sales growth.

In last Friday's speech, Arthur, President of Greater China, Chen Xiaotong most often referred to the word "youth and diversity".

She said she hoped that the two spokesmen could "convey younger ideas to consumers and call on more young people to" move out of my world ".

Such a change should be said to be a self reorientation initiated by Arthur since August 2017.

At that time, Arthur launched the most important brand image update since Asics released the blue spiral brand Logo in 1992.

Including the new slogan of I move me (moving out of my world), including the main colors of brand logo added bright pink, bright purple, green and lemon yellow.

Arthur launched the biggest brand image change in 10 years in 2017.

"In the past, the brand color of ASICS has always been composed of blue, white and silver, and it does not give people a warm feeling."

Canadian designer Chris Braden, who is responsible for updating marketing image, said at the time: "we hope to show a youthful vitality in this set of color boards.

Attracting young consumers is one of the reasons. At the same time, we also want to advocate "the fun of sports."

In the new product introduced at this conference, there was a large area of lemon yellow, which hardly appeared in Arthur's past products.

The overall decline after the international market tends to be saturated

After the adjustment of the brand image, what is more important is Arthur's Readjustment of the product line.

The choice of global spokesperson reflects this adjustment.

In January 11th, Arthur announced that Djokovic became the global brand ambassador in 2018 and was able to replace Adidas as the 12 new tennis shoe winner.

"Tennis will be an important development direction in the future, and will strive to become the world's first tennis shoe brand."

Oyama Ki, chairman and CEO of Arthur group, said at the time.

Tennis has always been a key area for Arthur to focus on running. Of course, there are certain arrangements in the aspects of comprehensive training, badminton, volleyball and children's products. But it is the first time to choose tennis stars as global spokesmen.

In China, Chen Xiaotong said in the speech, "I hope you can participate in more diversified sports through Mr. Xiao De."

On that day, Zhang Junhui, President of China Internet Corporation, also appeared at the scene as a guest.

Arthur, who has been strong in the field of running, is not the leader of leisure and diversification among young people. This change is more demanding from the increasingly competitive market.

In August 2015, Arthur's stock price reached the highest of 3805 yen, and then the whole trend of decline.

By the end of January 19th, Arthur's stock price was 1824 yen, and its market value was about 21 billion yuan (364 billion 733 million yen).

In 2016, Arthur's sales declined for the first time since 2012 (the fiscal year before March 2014), although net profit increased to 15 billion 567 million yen in 2016 compared with 10 billion 238 million yen in 2015. The official said it was mainly due to the temporary loss caused by the restructuring of Japan's domestic business structure, but there is still a distance from the 22 billion 286 million yen in the peak of the peak.

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In the 1-9 month of 2017, Arthur's net profit decreased by 15% compared to the same period last year, while sales fell 1% to 310 billion 292 million yen (about 18 billion 100 million yuan) during the same period. The main European market and the American market decreased by 5% and 6% respectively.

Arthur changes in sales in recent years (before March 2014, using fiscal year algorithm)

Like most of the more mature brands, when the international market is saturated, China's huge market has become a new mining point and growth point.

In the first three quarters of 2017, while Arthur showed signs of recession in Europe and the Americas, sales in East Asia increased by 14.8%, mainly due to continued strong sales of China's running shoes and Onitsuka Tiger.

When the flagship store of Shanghai Huaihailu Road opened in August 2016, Oyama Ki, chairman and chief executive of Arthur group, made a special trip to participate in it, which shows its importance to the Chinese market.

The Chinese running market has saved it.

Supported and accompanied by the rise of Arthur in China, the marathon and running boom began in 2012, and after the release of "No. 46" in October 2014, the marathon became the "standard" of all cities.

In January 4th, at the second China Marathon Industry Summit Forum, Bao Mingxiao, director of the China Sports Economic Research Center of the Institute of sports science of the State General Administration of sport, said that in 2017, there were about 1000 marathon events in China, with a total attendance of about 10 million people. It is expected that by 2020, the scale of 2000 Games will be achieved every year.

According to the 2017 runner analysis jointly launched by Yue run circle and other agencies, about 40% of the runners have 3-4 pairs of running shoes, only 1 of them are few. Even runners who are just beginning to run are conscious of replacing two pairs of running shoes. 2-4 pairs are the most common ones, while Arthur's running shoes are the most popular foreign brands of runners.

According to the report of the interface in 2016, Arthur initially developed the Chinese market through agents. Until 2008, in order to establish a brand image, Arthur headquarters decided to recover the sales power of the general agent in China and set up a Chinese trading company to promote marketing and brand promotion.

In 2014, Arthur introduced China from general manager of the Puma Greater China high level team, and later from Japan to Chen Xiaotong, also from Hongkong, China, as president of Greater China.

By 2014, before and after the outbreak of running sports, the demand for a large number of professional running shoes coincided with the market development of Arthur who had been in China for many years, and Arthur began to show explosive growth in China.

According to the financial report, Arthur's sales growth in East Asia over the past 2014-15 years was over 30% in the past two years (18.3% and 23.2% respectively), mainly in the growth of the Chinese market.

According to the report of the interface in August 2016, Arthur owns 219 shops in mainland China, including 45 Direct stores and 174 agency stores.

Oyama Ki once said that in the Chinese market, Arthur will still take the development of front-line City stores as the main sales channels.

(extended reading: Arthur, New York) opens the first flagship store in the United States in Fifth Avenue, and pays more attention to brand spirit outside the product.

An insider, who declined to be named, told reporters that, thanks to Arthur's early propaganda on the concept of "slow shock" and the promotion of the classification of running shoes, it can be said that the domestic running shoes market was educated by Arthur, and the loyalty of users would not be low.

However, other brands are reluctant to miss the runaway market that has springing up in China.

Although Brooks, one of the top four running shoes brands, has been blocked in China because of trademark problems, the market competition faced by Arthur has not weakened.

Nike and Adidas have increased investment in the field of running shoes. In the domestic brand, XTEP obviously wants to increase their running labels, and overseas niche professional running shoes such as Altra, Carson, Topo and so on are also gaining more and more runners' favor, and the competition among brands is intensifying.

However, Liang Feng, founder of Yue running circle, told reporters that Arthur's development in China still has a natural advantage. As a Japanese brand, Arthur's shoes are more suitable for Asian feet.

The industry believes that although the major brands are working hard to increase the exposure of brands through sponsorship of events, clubs and athletes, the reputation of Arthur, the "king of running shoes", is still hard to shake for some time.

But the growth rate of Chinese runners is not as optimistic as expected in the original market, and with the increasing number of brands, there may be many variables in the future running of the shoe market.

The source said that the upgrading of products, the investment of electricity providers, the capture of market trends, and the control and control of Arthur's ASICS Tiger (another sub brand that entered China in 2015) needs to be improved as soon as possible.

Arthur's goal is to achieve sales of at least 750 billion yen (about 43 billion 400 million yuan) by 2020.

In 2016, their sales volume was 399 billion 100 million yen, which means they could almost double their sales in 4 years.

The brand, founded in 1949, will be 70 next year, watching countless sports brands rise and fall. Now it's time for them to change.

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