Lining And Anta Jumped The Top Five In The World, Relying On Quality Rather Than Appearance.

According to statistics, in 2007, Anta ranked 3 billion 182 million 400 thousand in the forefront of sporting goods sales in China.

It is reported that Anta's market value also rose nearly $3 billion 500 million, ranking fifth in the world's more than 90 sporting goods listed companies, second only to Nike, Adidas, Puma, Reebok and Lining.

When it comes to sports brands, they will even choose MIZUNO (Mizuno), UMBRO (Umbro) and KAPPA more.

Instead of Lining and Anta.

"All the students wear Nike and Adidas. Those are too expensive. They can easily reach thousands of dollars."

After half a day in a sports brand area of a local comprehensive store, he finally chose to buy a pair of Japanese brand MIZUNO's basketball shoes, counting the discount, a total of 500 yuan.

"This sign of shoes I saw a classmate through, it seems to be a good brand."

Li is very fond of basketball, and has the same pursuit of fashion and brand as young people nowadays.

When asked why he did not choose a cheaper domestic brand, he said without a word, too much.

Although MIZUNO is not good at basketball, it is not what consumers care about.

"Without the accumulation of long time research and development, it is impossible to excel in product design in a short time, in any field."

Venlo, an apparel industry analyst at Hua Jie, told reporters that imitation has become the most commonly used method when domestic sports brands have just been established.

Without technical precipitation, the imitation on the surface only seems to be indifferent in many consumers' eyes, and the whole brand image is difficult to be promoted.

"This is the only way to go. We can not say that every product of Nike is perfect, but the understated" hook "really has a fascination.

Anta people told reporters frankly that the gap has been accumulated.

She believes that every brand has a strong sports relationship with itself. In fact, Anta's cognition in basketball is quite high, and its cognition is also regionalized.

"For example, in China's two or three line market, Anta is known to everyone."

Similar to Anta is PEAK.

"At present, most of our basketball shoes are concentrated in the 200-400 yuan section, which is mainly sold in the second tier market. Next, we hope to enter the first-line market."

According to Xu Zhihua, the cost of signing NBA basketball player Kidd in August this year is up to 8 digits, while the price of basketball shoes tailored to it will be positioned at more than 600 yuan. For PEAK, this will be an unprecedented pricing challenge.

A domestic sports brand leader in Southern China District told reporters that many stores feel that our products are often discounted, and the price is lower than the international brand.

But when sales are sluggish, our sales often hold up half the sky.

There was a great deal of anger between words.

"The reality is in front of us, and they all know it, but there is absolutely no quick way."

Liang Venlo said that basketball products, for example, now include domestic brands such as Lining, Anta and PEAK, which choose to build a brand image on the NBA arena, hire star endorsements, and then attack the domestic market.

"In my opinion, the more important thing is to identify the brand positioning and avoid the habit of following suit first."

Liang Venlo said that practicing "internal strength" is the foundation of brand marketing.