Fred: The High-End Professional Sports Brand You Don't Understand.

Speaking of sports brand, we all know famous brands such as ADI, Nike, NB, Lining and other domestic and foreign famous brands. Among them, the local sports brand Lining and Huili shoes return to the public view through the "national tide wind". At the same time, as the old shoes and retro shoes are booming, there is also a hundred year brand FILA (Fei Le) from Italy. As a hundred years old brand, the development of Fei Le is also ups and downs. In recent years, Fei Le has suddenly become popular in our country. It has become a popular brand. The annual sales volume is more than 10 billion yuan. How did it do it?

The history of Fei Le can be traced back to 1911. It was born in a small town called BIELLA in Italy. This obscure Town, but many famous brands in the world, such as ZEGNA, LORO PIANA and so on, all come from BIELLA. In the early days, Fiat mainly produced golf and tennis sports equipment. After decades of development, Fei Le has become a famous sports brand in Italy. In the 70s of last century, in order to expand its business and develop overseas markets, Fay hired a famous Japanese designer, Yi Xin, to redesign the brand logo, so that we can see the FILA brand we are seeing now. After that, the implementation of diversification strategy has launched the sports products of fitness, yoga and skiing series, and invited a number of sports stars as spokesmen to actively sponsor a number of sports events. Sports marketing has rapidly promoted the brand awareness of FIE, and many of the products launched by FILA have become explosive brands and become sports brands in the global market.

After entering the twenty-first Century, the global economy was developing rapidly, and many brands began to rise, while Fei le was in a turbulent period of frequent changes. In 2005, when Delphi entered the Chinese market, in order to quickly open up the sales volume in the Chinese market, Felix transferred all the rights and interests of its China region to the then "China shoe king" BELLE international. However, BELLE's huge sales channels did not push the company to the whole country. It also led to the gradual marginalization of Phil Lok in the Chinese market, and even a loss in the company's business. BELLE was forced to sell fie until 2009, and Anta paid 332 million yuan to buy fie. After taking over, Anta rebuilt its brand image and market positioning, built FILA into a high-end fashion sports brand, and formulated targeted Fiji's product design and marketing to meet the needs of young consumers.

Fei Le constantly pursued innovation in product design and hired a brand-new South Korean team to create the most popular and consumer friendly products at present. In addition, Anta changed the sales channel of Felix and transformed it into a direct battalion mode that could quickly catch the trend of market consumption, and made use of Anta's own sales network and resources to drive the rapid development of Fiat. Similarly, Anta also succeeded in entering the high-end sports brand with FIE. In order to adapt to the young consumption demand of Fei le and meet the consumer group of 20-30 years old age, Fei Le invited Wang Yuan, Huang Jingyu, Ma Sichun and other young idols as new spokesmen to promote communication between FIE and the vast number of consumers. With the promotion of Anta, Fei Le suddenly became popular in the Chinese market, with annual sales exceeding 100 billion yuan and becoming the largest brand in Anta's total revenue.

After hundreds of years of sports brand ups and downs, closely following the trend of the times, Anta has been driving the whole country in the north and south. Do you know anything about it?