Thompson , Hayward . The names of these two basketball players did come to my mind immediately, especially Thompson. Thompson has achieved himself in the past few years, and at the same time he has also brought Anta, a domestic brand. He is like a high-speed supercar and has been pushing Anta to keep up with his rapid progress in the league. The quality of the signature shoes has always been uncompromising, and he has always required his signature shoes to meet his competition needs. Under his super-professional supervision, Anta has indeed completed the task conscientiously, so that he can see the shadow of Anta every time he is on the field. Save money with Sports Direct discount code
After this successful case, the basketball category has naturally become a category that Anta brand pays attention to, and can be on an equal footing with Li Ning. After getting such a spokesperson for the contract, it is a matter of course that Anta began to carefully create a basketball category. Look at another domestic brand, Li Ning, with the successful beginning of the Way of Wade, and then gradually deepen the basketball category, and gradually achieved a very good The huge business system even covers the entire CBA. Let every Chinese professional basketball player need to wear Li Ning’s basketball shoes to play. I’m not here to criticize Li Ning’s unfairness. After all, the CBA is also the other party that agrees with this clause. We must also know that the CBA does not think about the NBA’s big economic source. The existence of this clause is also a helpless move. .
“You don’t need to fight for your life or death…”
What I want to say is actually this. There is a huge consumer market demand in China. You have established an advantageous environment for yourself here. I will go to active areas to find my own foothold. Everyone is a domestic enterprise, and there is no need to compete. It’s life and death, Li Ning has already obtained these resources, and Anta Basketball must find another direction to expand. Therefore, while Anta has been promoting research and development to produce higher-quality basketball shoes, it has also begun to consider many practical factors. Is it more important to quickly push to the world’s top quality shoes? Or is it more appropriate to diversify your own basketball categories first? Therefore, Anta chose to strategically not directly target the highest price of Nike and Adi, but began to expand like other places, which is actually easier for Chinese people to accept. Anta uses this method to conquer the market.
When the business of the basketball category is getting bigger and bigger, the brand side really needs to expand in many aspects. In the current environment, the selling point of the sneakers itself begins to deviate from the core of its essence, and now it can drive the consumer group to buy a pair of sneakers. Often it is not what they are meant to provide. In the current market, most of the sneakers that can be sold at a great price are mixed with the ability to provoke the desire of the masses to buy – “trend attributes”
“Trend attributes have always won the hearts of the people…”
So I said here, when you see Anta basketball shoes and the international big IP Dragon Ball animation cooperation, you know what’s going on. This is indeed the case. Professional basketball shoes have practical needs, and they also have harsh treatment in evaluation. Practical basketball shoes are fast consumables. Basketball enthusiasts will shop around when buying practical shoes to pursue. More cost-effective combat shoes. However, as long as the commercial positioning runway is changed and the nature of the shoes is converted into “basketball casual shoes” with a trendy topic, it can indeed be more easily accepted by the public. Think about the Air Jordan 1 Mid, which has no actual combat attributes but has trendy attributes. The price is even more expensive than the Kyrie 5, but it has a very large sales volume. In the Jordan series, there are also many good-looking but not practical “pseudo-basketball leisure” Shoes” , they all have good sales, so this step of Anta Basketball is very reasonable. Don’t miss Foot Locker Discount Code
No way, this is reality. Shoes with trendy attributes are attracting attention, and they are indeed far greater than practical shoes at present, so many brands want to make their products with more trendy attributes. Just as Nike uses trend attributes to promote Air Fear Of God, it deliberately blurs the positioning of actual combat shoes and casual shoes, but it sells a high 2499 yuan, but it is also very popular in the market. The current consumer groups have too much tolerance for “trend attributes”. As long as the selling point has a good story and a good design concept, the price can indeed rise by two levels.
“First stay true to the original, then adjust.”
For the cooperation series between Anta and Dragon Ball, I will subconsciously use this series to cooperate with the Dragon Ball marked Adidas. This is because the previous Dragon Ball series of Adidas is too exciting. Unfortunately, after the release, there was a lot of thunder and rain. In the end, it turned into a collection box, which made me very disappointed. Adidas failed to fully express the essence of Dragon Ball on the shoes. It may be that they don’t know enough about Dragon Ball themselves, or they really can’t think of any breakthrough. The creativity to put on shoes. Fortunately, after I saw Anta’s Dragon Ball series, I had the idea of ”keeping the original flavor” . Anta does try its best to make the shoes have the most classic Dragon Ball elements. I can say that this is a joint series that can satisfy a Dragon Ball lover. It has very recognizable shoes and clothing, and fully brings out the essence of Dragon Ball. It is an approach that respects IP very much.
Then for other consumer groups, it may be too hard-core to be too loyal to the “authentic flavor” , but this is the correct way to make breakthroughs by thinking about how to implement the complete IP concept without too much commercial considerations. The possibility of this time’s “casual basketball shoes + trendy elements” will not be tolerated. We can’t know the results immediately, and there are not many successful business models in the market that Anta can learn from. Other international brands use large-scale animation IPs, and they dare not be bold in their creativity without changing the soup. Anta has indeed taken this step more bravely than them. Only by starting bravely, seeing the road in front of you, and making adjustments, you can walk in the right direction. Save with Amazon Voucher Code NHS , Amazon NHS Discount Amazon Discount Code UK , Amazon coupon code 10 Off, Amazon Discount Code and Amazon NHS Promo Code , Amazon Discount Code NHS and Amazon Discount Code
“Only if you keep trying, can you have a chance to break through.”
Domestic brands have begun to attract attention internationally, and international IP cooperation will give brands greater exposure opportunities abroad, which is why domestic brands have recently co-branded with international IPs. On the other hand, in fact, this is also a good opportunity for domestic brands to test their hands. They can directly benchmark with international brands to see who can control IP better. This time, Anta Basketball dared to try Dragon Ball, dared to directly compete with Adidas, and in my opinion, it will never be at a disadvantage, or even better. It is still tacky to say that this is the result of Anta’s long-term efforts. , the results seen.
Anta has now set out towards internationalization. To directly compete with international brands, it must have determination and the spirit of always trying, dare to try any possibility, and then develop the effective part. This time, the Anta Dragon Ball joint name shows that Anta can indeed control the IP of Dragon Ball. Anta itself has done its part, and now entrust these products to the market to see the performance of the market.
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