What Is The Purpose Of "Flying Alone" From The Parent Company's Independent Ghost Tiger Tiger?

Recently, OnitsukaTiger, a Japanese sports brand, was independently established from the organizational structure of parent company Arthur (Asics). A new enterprise organizational structure was set up, and special communications, recruitment and administrative departments were set up. According to the China Commercial Daily reporter, the adjustment of the ghosts is aimed at coping with the changing international market, simplifying the process of communication and decision-making so as to capture the high-end sports and fashion market more quickly.

Ghost tigers adjustment framework

It is undeniable that the ghost tiger tiger has become Arthur's performance engine. Public information shows that sales of Arthur declined after its first decline in 2016. From January 2017 to September, Arthur's net profit was about 15 billion 802 million yen (920 million yuan), a decrease of 15% over the same period last year. Last year, Arthur's overall sales fell 3.4% to 386 billion 600 million yen (23 billion 700 million yuan) compared with the same period last year, and operating profit dropped 46.3% compared to the same period last year. At the same time, the losses in the financial year amounted to 20 billion 327 million yen (about 1 billion 200 million yuan), which is the biggest loss suffered by Arthur in the past 20 years.

However, Arthur's ghosts are excellent. Shoda Ryoji, the head of the mound tiger, said that the sales of ghosts reached nearly 48 billion yen (3 billion yuan) last year, an increase of 31.6% over the same period last year.

In order to make the mound tiger have greater decision-making autonomy, improve the efficiency of decision making and occupy the new market more quickly, Arthur made the decision to separate it out. In response to this adjustment, the ghost tigers tiger official said that in the past, the ghost tigers were attached to the organizational structure of Arthur group, and all information and decisions must pass through the Arthur group. Now the ghost tiger has a new organizational structure and will become more flexible.

Intense competition in high-end sports market

In addition to adjusting the company structure, the ghosts also updated the product line, and will enter the high-end market in the future. The Chinese Commercial Daily reporter learned that the ghost tiger tiger launched this year's high-end product line Onitsuka series, which is made of rare materials such as Kobe leather, priced at 250 euro to 400 euros.

In addition, the ghosts also collaborate with luxury brands to launch a joint series. In June this year, in the PittiUomo fashion show in Florence, the ghosts tiger launched the Givenchy x OnitsukaTiger joint shoe with French luxury brand Givenchy. The shoes are divided into black and white two color matching. They are made of high-grade leather. The outer side of the shoe is the tiger claw sign of Onitsuka Tiger, while the inside is GIVENCHY.

Shoda Ryoji said: "we can not compete directly with lifestyle brands, so we prefer to leave the fashion and not produce the so-called old shoes. We focus on products and technology and comfort. Consumers are very cautious about high-end products. Only by relying on quality can we win their favor. Our technology will become a brand advantage.

According to the reporter, there are a few sports brands positioned in the high-end market. For example, the sports brand Y-3, a brand launched by Japanese designer Yamamoto Teruji and Adidas, entered China in 2006. The price of its shoes is priced at around 4000 yuan in China.

In addition, the French high-end sports brand Lacoste. Sales of the brand increased 26% to 3 billion 100 million euros last year. It is reported that the French crocodile, founded by the French tennis champion Ren e Lacoste in 1933, is the main sportswear for Polo shirts and so on. With the expansion of business scale, the French crocodile has become a lifestyle brand, which covers children's clothing, shoes, perfume, leather goods and fashion jewelry.

French crocodile CEO ThierryGuibert said in an interview that in order to better highlight the brand's movement attributes, the French crocodile began to strengthen its marketing in sports in recent years, including signing tennis star Novak Dyokovic, sponsoring the Roland Garros open, the Miami open and the ATP finals.

In recent years, Fei Le has also been laying the high-end sports market. As the first sporting brand to enter the Milan fashion week's main schedule, Fila completed its debut last September. In the show, the brand has released a new sports fashion series FILAICONIC. It is understood that FILAICONIC aims at the high-end sports fashion area, integrating fashionable retro wind into sports functional elements. In the view of the industry, under the background of the potential of the high-end subdivision sports market in China, relying on Anta's local influence and sales channel resources, Fei Le is taking advantage of China's high-end sports market share.

As for the competition pattern that gatu tiger will face, the China Apparel Association, a reluctant expert, told reporters that with the upgrading of consumption, the high-end sports apparel market will further expand. Ghost tigers need to be aware that future young consumers may pay more attention to expressing their personalities through clothing, so how to maintain high-end positioning in brand marketing while attracting more young consumers, the ghost tiger tiger needs further study.