The design of sports shoes must be a point that consumers are most concerned about, and it is also a point of direct contact with consumers. In terms of sneaker design, before 20 17, that is, before Anta hired Adi's former designer, we can see that Li Ning's design is much better than Anta's through Anta's KT series and Li Ning's wade series. In addition, Anta imitated Nike Adi too much before, which made people have a bad impression on Anta. After that, that is, now, although the design of Anta has made great progress compared with before, except for a few famous sneakers, the design of those team shoes still can't satisfy consumers. Li Ning, not only the design of signature shoes is good, but also the company shoes and branch shoes, such as the whole city series and the team still series, are not satisfactory in appearance design. Therefore, in design, Li Ning is superior to Anta.

2. Shoes marketing

Compared with the market value, the marketing of sneakers is clear at a glance. Anta's sneaker marketing strategy can be said to be much more successful than Li Ning. In terms of advertising investment, the two directions are different. Sports platforms such as Tencent Sports are full of advertisements from Anta, while only Li Ning is the only one in CBA. In terms of promotion, the strength of 20 18 Double Eleven activities is analyzed. A series of activities launched by Anta have made consumers very satisfied. Compared with Li Ning, the preferential strength of Double Eleven is obviously not as good as that of Anta. In addition, Li Ning's "hunger marketing" is also a headache for many consumers. It is not difficult to see that the price is also more than 1000 yuan. After a period of time, the price reduction of AdiNike sneakers is much larger than that of Li Ning, and consumers' goodwill towards Li Ning will naturally decline. The price and price reduction of Anta sneakers are relatively close to the people. Shoe marketing is also one of the reasons why Anta's turnover is larger than Li Ning's.