To Enhance Competitiveness, The Asian Market Has Become A New Battleground For Andrew's Counteroffensive.

In recent years, there has been a "sports and leisure wind" in the US market. Under Armour, one of the sports brand tycoons, has been slightly dull in response to this trend. It has been left behind by its strong rival Nike (Nike) and Adidas (Adidas). But Andemar still has opportunities for herself because her Asian market is growing, and the expanding middle class group in the region may help the market of andma to achieve substantial growth.

Andrew's ambition to penetrate Asia can see one or two from its Taiwan market.

It currently has two flagship stores in Taipei, one of which is placed at the entrance of the store with a sign, which is "MapMyRun" (Andemar's running application software, which binds with shoes, automatically records data such as running track, speed and pace). The downloadable customer can enjoy a certain discount if the shop buys the latest andamar HOVR running shoes. Andemar also hopes to build a fitness community around the world through the popularization of "MapMyRun".

In this store, performance figures such as runners and training clothes can be seen everywhere. The style is Andemar's response to the prevailing sports and leisure style.

Adam, of course, has many ways to catch up with its competitors, but the fact is that the two giants, Nike and Adi, have penetrated the area for many years. Many famous brands in western countries are eager to expand the market share of the region. Nike and Adi are no exception.

In the streets of Taipei, the western big brands emerge in endlessly. Nike ADI has a very high appearance rate, but Andemar's figure is not very common.

Fitness brand Lululemon and other rising stars also need to get a slice of this growing market.

Performance has always been one of Andemar's brand beliefs. Some of the big posters on the walls of the shop have highlighted this point. The characters in the poster are Andemar's star spokesmen, including NBA Stephen Stephen Currie, Stephen Jordan Jordan J, and Johnson's hard rock actor Johnson Johnson (Dwayne Johnson). These stars on the poster add a lot to the whole store.

In addition, in the children's and women's districts, you can also see the 3D cartoons of Misty Copeland and other sports stars.

One of the walls of the shop is full of signature shoes, which is a beautiful landscape.

According to data from Andemar's website in Taiwan, there are about 60 shops in Taiwan, including the flagship store, and some retail outlets, discount stores and shops in some department stores.

At present, Andemar has opened about 700 exclusive brand stores and cooperative stores in Asia.

At the investor conference last December, the company said that by the end of 2023, the number of stores in Asia would reach 1900.

At the same time, the company also said that the relevant data show that the current Asian sports enthusiasts market can reach 32 billion U.S. dollars, if the sports market is not too cold, then the overall Asian sportswear market will be as high as 125 billion dollars.

In contrast, North American sportswear and footwear market amounts to only $95 billion.

"In general, we have just entered this field (Asia Pacific market)," said Jason Archer, general manager of the Asia Pacific region in December. "Even though there are more than 1300 stores in the Asia Pacific region, relatively speaking, we are still a market novice in most of the channels in the region. The development of the Asia Pacific region is still long, and we are excited about this." Jason Archer

According to Andemar's latest earnings report, despite its poor performance in the North American market, a decline of 6% in the market, and a total revenue of $965 million, its overseas market surged by 24%, to a total of $395 million.

Andemar's European market's quarterly total revenue rose 32%, and the Asian market went further, with an increase of 35%. If we did not consider the international monetary factor, this increase could reach 39%.

Andemar's ambitions for the international market were also reflected in July last year, when Andemar appointed a new general manager for the international regional markets.

Meanwhile, Andrea also said that Hongkong, China, will be the headquarters of the Andrew Asia market.

According to Andemar and Nike recently disclosed revenue data, Andemar's overseas market accounted for 28% of the company's total revenue, compared with Nike's dependence on overseas markets is much higher, and its overseas market accounts for 60% of the company's total revenue.

"In fact, we think we have an advantage in the Asian region at the moment because we are relatively small in weight (and more flexible in strategy," said Andemar, President and chief operating officer of Patrik Frisk) in a February earnings speech conference.

Nike and Adidas have long been rooted in the Asian market for many years. Their popularity and body size are hard for Andemar to overtake at the moment, unless they have been complacent in the market.