Why Are The Major Brands Returning To The Basketball Shoe Market?

Over the past few years, several domestic brands have repeatedly introduced basketball shoes with good repercussions.

In the past few months, when Puma and New Balance announced that they had entered the basketball shoes market again, they did not seem to have much reaction.

But even last month, even when CONVERSE began to continue the business of basketball shoes, we had to start thinking whether the market for basketball shoes would change.

Abdul Sarah M became the first Chinese spokesman after CONVERSE returned to basketball shoes market.

No matter how complicated the whole situation is, let's talk about why the major brands have begun to enter the basketball shoe market recently.

Market structure

When it comes to the market structure of basketball shoes, we must first talk about Nike.

Jordan, Kobe, James, Durant...

It seems that all of us are used to the Nike's signing stars, who are the strongest individuals in the league.

In the years that Nike dominated the basketball shoe market, Kobe + James + Durant's super big three lineup has eclipsed all competitors.

(of course, the youngest MVP Ross's injury is indeed a sob). Nike is more confident that the three leading stars will launch the Elite Version (commonly known as the playoff version), because Nike believes that her three superstars can successfully lead the playoffs.

But Nike never thought that the pressure of the whole basketball shoes market would come from Jordan Brand.

Jordan's fire is naturally a very successful case for Nike, but after all, the fire is still the classic AJ generation product.

These basketball shoes, which can be called the top combat tools more than 30 years ago, will now be used by consumers as good helpers in the stadium?

Of course not. In the years of rapid growth of Jordan Brand, the impression of AJ in consumers' mind gradually shifted from "retro basketball shoes" to "fashion shoes".

The final result is that people will buy AJ as basketball shoes, but rarely wear AJ to play basketball.

Then the butterfly effect also arises. The price of the AJ generation is basically between 1249-1399. Its rapid popularity has not only occupied the market share of other brands at the same price segment, but also affected the sales of its own basketball shoes.

Of course, Nike knows what is the most important and has made adjustments in recent years. This also forms a basketball shoe market dominated by the price range of around 600-1200 yuan nowadays.

At the same time, Nike basketball shoes will be limited in technology development. In order to avoid the price segment of AJ, Nike has directly chosen a new technology development -- Adapt BB.

This pair of shoes naturally will not have a huge impact on the market in the near future, and the rest of the price segment also leaves opportunities for other brands.

Because the price limit, the cost of sports shoes does not allow Nike to make more "luxurious" basketball shoes.

Eventually, the whole market began to flatten out.

Attention dispersion

At the same time, opportunities also appear in the dispersion of exposure.

In the past ten years, only Lebron James did not enter the finals this year.

In recent years, Zhan Huang has no influence on NBA, but now in the Lakers, he really can not get to the finals as before, so that everyone can pay attention to him, and also pay attention to the latest sneakers on his feet.

This year, more attention has been paid to another James, who is now the number one signing star of Adidas basketball product line.

Coincidentally, New Balance signed FMVP Leonard; the warrior family of the warriors within the dynasty was infinitely close to UA, one in ANTA.

Not only that, Nike removed Lebron's remaining signing stars, but George of the thunder did not even enter the second round of the playoffs. Erwin lost his job last year and failed this year. Durant is injured this year.

Looking back, now that we are opening the NBA game, every top player is not wearing Nike.

MVP of NBA regular season in recent 11 seasons

For example, let's take a look at the regular season MVP of the previous eleven years. From the 2007-08 season to the 2013-14 season, in the 7 years, the Nike three superstars occupy the 6 regular season MVP.

By contrast, in the past 4 years and even the upcoming season, the regular season MVP has no connection with Nike's top signer (Zhan Kedu), and the only one who gets MVP is Wesbrook, a "relative's child".

At this time, for other brands, it is time to start playing basketball shoes again.

ANTA signed Hayward.

Lining chased Zion.

Puma signed Cousins and the 18 year draft champion Eden.

Adidas broke the "Curse of injury", Harden (regular season) and Lei de (playoff) performance eye-catching;

UA is still sitting on top of the top players with the help of curry.

Climbing basketball market

But in the end, we have to go back to the market.

The development of the basketball market has been shocking in the last two years.

From the data point of view:

NBA, as the absolute core of the global basketball market, benefited from the successful commercialization process, and the market grew very rapidly.

As shown in the picture is the total income of the NBA Alliance (ordinate unit: US $one billion), we can clearly see that the growth rate has obviously accelerated after 2014.

From $3 billion 190 million in 2003 to $3 billion 960 million in 2010, NBA took 7 years to grow at an annual income of $800 million.

In just 2016 to 2017 years, the NBA alliance's total revenue grew by a mere $640 million.

Any company that sees the growth of the market can not be tempted by this fat meat.

From the general trend,

NBA, or the super strength of the basketball market, is closely related to the popularity of Chinese basketball culture.

It is precisely when Stern brought the NBA video to China for the foresight that China can become the world's second largest basketball market without doubt.

For example, in the past six months, Jordan Brand signed "big nephew" Guo Ailun, and CONVERSE also signed the core player and young Abdul Sarah M of Xinjiang CBA who had both face value and strength.

As a result, in the upcoming World Cup of men's basketball in China this year, there will be two Nike players in the Chinese national team at the same time. (Jordan&CONVERSE)

This is not only the recognition of Guo Ailun and Abe's two players, but also the recognition of the development of Chinese basketball.

(know that in the past 20 years, the peak of Chinese basketball players, such as Yao Ming, did not receive enough attention from Nike at that time to provide a satisfactory contract for them).

Think carefully, in this year's Basketball World Cup, we will see all kinds of new basketball shoes from Nike, Adidas, from Anta, Lining, Puma, even New Balance, CONVERSE.

Over the past year, the KT series of ANTA has also seen amazing works.

This is undoubtedly a fierce battlefield for the brand side, but for consumers, for basketball fans, this will become a great event, a burst and a bloom.

And in this great event, we will find our own basketball shoes with their own characteristics.