How'S It Going With Andy, Who Used To Force ADI?

Speaking of Andrew, there was a time when brand influence exceeded ADI.

Now the world cup is in full swing. On the pitch, Nike and Adidas are everywhere.

And sneakers.

In this year's NBA finals, Nike is also the world.

But there are two brands that are starlit, one known by Clay Thompson and Anta, and the other by Andemar.

Andemar once had more brand influence than ADI.

But in recent years, the decline of influence may not be in curry, and many people will not even pay attention to the sports brand.

Today we are going to talk about the story of Andrew, whose English name may be easier to remember, called UA.

UA is a famous sports equipment company in the world, but it is not very popular in China.

In 2014, UA's sales in North America first exceeded ADI, becoming the second largest sport brand and its market capitalization also amounted to $15 billion.

UA was officially founded in 1996, and its founder is called plank, a sports enthusiast who likes football very much.

In the process of playing, Planck found a very uncomfortable place, that is, the cotton T-shirt he wore in his jersey. He was often soaked in sweat when he was training and playing.

Planck sprouted an idea: can we design a really suitable T-shirt for professional athletes? This idea is the cone of UA later.

After graduating from college, Planck did not chase the athletes' dream, but began to start his own business.

In her grandmother's house, Planck and her friends from the University started UA research and development.

In 1996, Planck developed the first product that can quickly dry sweat shirt with strong telescopic movement.

He sent samples to university teammates and friends playing in the rugby professional league, giving them feedback and then iterating.

After that, Planck ran across the east coast to sell his T-shirt. At the end of 1996, Planck sold 500 T-shirts and brought 17000 dollars in sales.

As the T-shirt developed by UA is very good, Georgia Tech orders 350 orders at a time, when plank stock is not enough, it can only be shipped in batches.

This successful cooperation has made UA a reputation and a good reputation.

More and more teams are in touch with plank, hoping to wear UA's sportswear.

In addition to T-shirts, UA has developed custom court spikes and other sports equipment.

Soon, plank moved out of her grandmother's house, moved into the factory, and set up UA headquarters and warehouses.

Here, we can see that this is another story of entrepreneurial success, a person who loves this field very much, develops targeted products, and develops sales channels to dominate this subdivision field.

We can explore two important reasons for the early success of UA:

1. Create new products.

Before UA, sports tights were not a category. For example, Nike and Adi did all kinds of sports shoes, sportswear, professional sports market, and no one took care of them.

So this gives UA the space to break through and create.

2, value proposition

UA's value proposition is very refreshing, mainly because of serving a specific group of people.

The audience is more loyal because of their specialties.

For example, at the executive level of UA, they like to find athletes.

The idea of UA is that these athletes understand what is professional.

So many of the details of UA's products are very popular with athletes, like zippers that can be pulled down with one hand. Athletes often do this.

What are the effects of high-end professional products plus strong value proposition?

UA's brand is becoming more and more representative of "cool" and has many fans.

At that time, many student athletes bought UA long sleeves, and then cut off their sleeves so that they could show off their muscles better.

By 2004, UA's annual sales exceeded $200 million and was listed on the NYSE in 2005.

In 2014, UA earned more than 3 billion dollars a year, exceeding ADI, and its brand marketing power was unprecedented. Even Obama wore UA clothes to run.

However, after an enterprise has reached its peak, the decline is also brewing, and UA has begun to enter the bottleneck stage.

In the commercial world, the trend is always changeable, and consumers are always happy and old.

The core of capital is to require enterprises to be invested for ever to grow. This often leads to many tragedies.

After the listing of enterprises, it is necessary to make money for these investment institutions, they will continue to invest.

UA started with professional sports equipment and made the best products.

But after 2014, the trend of the sports world suddenly changed, and sportswear went into the life of ordinary people and entered the fashion circle.

Sports brand has become a lifestyle brand and has become the craze for people to pursue.

Originally, UA fans were not as vulgar as this brand, they were not as bad as other brands, so they were willing to pay for it.

Now become

After that, everyday life can be worn, and people feel tired and weary.

Moreover, UA is not familiar with fashion, and products do not match the needs of consumers.

UA is this kind of loss, let a football professional and professional company, to do a fashion trend of things, may have spelled it?

Everyone has their own ability circle and short board. If UA can make fashion cards, it is estimated that the company will no longer exist.

In 2015, UA was again surpassed by ADI and gradually lost North America.

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This brings even more terrible consequences. The loss of US users means that we will lose more users in the region.

The essence of consumer behavior is to find identity. When the brand is claimed by users, the recession is inevitable.

This is the UA's helplessness. The tide is over, and the heat is down, so it is difficult to recover the situation.

Fortunately, in the past few years, because of the signing of star Cooley, UA's sense of presence in NBA is still strong, and has saved some faces.

As individuals, do what they are good at and persevere in order to get their audience and opportunities.

Always follow the trend, parrot, do not have their own characteristics and labels, and finally can only be lost in the society.