Professional basketball shoe market positioning
In 2001, Anta was coveted casual clothing business, entertainment celebrity endorsement contract canvas shoes and casual wear. But not long abandoned the attempt to ANTA.Ding Zhizhong admitted: “We did canvas shoes, including your entertainment stars although not lose money, but the strategy a little mistake. Since we have chosen to do sports, we have insisted must be chosen.”Ding Zhizhong said “selectively adhere to the” refers to basketball shoes this market. All-around sports shoes basketball Oakley Sunglasses and sports shoes are the most important category, the largest of the two product categories.
ANTA annual research and development expenses 1,000 million, with Nike of course, spending hundreds of millions of dollars in scientific research can not be compared, but in Jinjiang definitely be high. The cost for the purchase of major international brands of technology patents.In addition, co-processing plant Anta select an important consideration is the use of production plant for the production of Nike basketball shoes and other brand advantage, to produce relatively specialized in domestic brands of basketball Nike Air Max shoes. Anta an important manufacturing joint venture in Guangdong Po Yuan Group, the firm has more than 100 production lines, while to the Nike, Converse, Adidas and other brands do OEM. Not within the scope of intellectual property, Anta and Nike in China is almost the same production line with production, only slightly different shoe materials, “This is our more professional than any other place where the domestic brands.”
The process of brand promotion, the ANTA is also closely tied in together with the basketball. 2003, ANTA began sponsoring Lithuanian professional basketball, “Young Guard” Poseidon Basketball Club; November 2004, Anta announced the exclusive sponsor in the next three years, the Chinese Basketball Association CBA league, up to 60 million three-year sponsorship yuan, is expected to invest in marketing, product development and other aspects of matching funds total more than 120 million yuan.Anta clear and focused than the brand positioning, positioning is fuzzy binary brands in recent years have been brilliant the main reason for poor performance. Director of Jing binary information, said: “Double Star shoes are from low-to high-end positioning, from sneakers to leather GUCCI Sunglasses across the board simultaneously.”
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