In sports brands, Nike's dominant position in the Jianghu is almost unshakable, and Adidas has been trying to surpass it, but before it completes the market in North America and China, Adidas still has no hope of catching up with Nike's market value.

apart from Adi, Reebok was once the third sports brand in the United States. When Iverson was at its peak, Reebok did have a lot of actions to prove that they wanted to compete with two super brands. But Reebok was still cold, and it was finally acquired by Adidas. The reason is that, firstly, brand marketing has not lasted for a long time. Besides Iverson and Yao Ming, what other spokespersons are there? Francis? Look at Adidas and Nike, you can blow it to pieces. The second reason is that overseas markets are not doing well. For example, in China, Adidas and Nike are well known to women and children, while Reebok is much less well known.

After the silence of Reebok, for many years, there are almost no rivals in the sports brands' rivers and lakes that can be compared with Adidas and Nike. Until 214, people gradually realized a new brand, UA Andema.

Adidas founded its brand in 1948, set up a company in 1949, and began to make training shoes as early as 192.

Nike entered the basketball shoe market in 1972 much later, but it has a history of more than 4 years.

What about Under Armour Andema? It was founded in 1996.

such a "post-9s" young company once surpassed Adidas in market value and overtook Nike in the limelight. All this shows that the "old guys" are not unattainable and beyond, and the new brand also has great hope.

The opportunity of Andema's rise is the rise of Curry of NBA Warriors. Stephen Curry is one of the greatest stars in NBA in recent years, and he has led the current trend of small ball in NBA by himself. In the past, people on the field wore Iverson No.3, Kobe No.24 /8 or McGrady No.1, and the style of the game also learned from these stars. However, Curry suddenly became a phenomenon. There are more and more people who wear Golden State Warriors No.3 on the wild court and like to throw 3-pointers. At the same time, the Andema sneakers endorsed by Curry are selling well all over the world!

It sells so well that this up-and-coming brand has surpassed Adidas and ranked as the second largest sports brand company in the world.

However, the market value of Andema has dropped by $5 billion from its peak, and Adidas has returned to the second place in the world. Why did Andema go up quickly and fall off quite sharply?

Maybe, it shows that Curry is really not as popular as it was in previous years.

When it comes to high-end sports brands, Adidas and Nike come to mind. Indeed, as the two giants of old sports brands, their popularity spread all over the world a long time ago. Even now, Nike and Adidas are still the two giants of sports brands.

But do you know that these high-end sports brands are catching up with Adidas and Nike?

Under Armour Andema

Andema, who started as a bodybuilder, has caught up with Adidas in many aspects with its continuous development. Today, Andema has many series of products, and the basketball series is endorsed by Curry. Running shoes have also introduced chip sports shoes to integrate technology into sports.

Reebok Reebok Reebok

Reebok was originally the third sports brand in the world, but it was recently acquired by Adidas as a brand of Adidas. However, as an old sports brand that started as a training suit, it still has the strength as an independent high-end sports brand.

FILA fila

fila's main commodity is its leisure sports clothes, which are mainly sports fashion and have designed many beautiful clothes. Its sports shoes are also famous, especially the recent old shoes, which push Fila into people's sight.

ASICS Arthur

Arthur is a sports brand that started with running shoes, and now its products are still mainly running shoes. Although the appearance of running shoes is not in line with daily life, it still can't stop people's love for Arthur. It can be seen that Arthur's powerful and super comfortable running shoes are its core products.

ASICS, a professional functional sports brand, was founded by Kihachiro Onitsuka, a Japanese Oni Tsuka. ASICS is translated from the Latin motto "anima sana in corpora sano", which means "a sound spirit resides in a strong body" as the brand mission. ASICS Group owns three brands: ASICS, Onitsuka Tiger and ASICS Tiger.

Founded in 1949, ASICS Group belongs to durable consumer goods (clothing/textiles/leather)

On which running shoes are the most comfortable to wear, I feel that Arthur is still cooler than Adinike, and more people see through it in life.

Under Armour, Andema, an American sports preparation brand. The founder is a former Maryland football star. When you mention Andema, you will think of high-end and professional sports equipment. Andema has gradually become synonymous with "professionalism". Andema takes a professional route, and the products are relatively good in workmanship and the price is higher than that of Nike. The design style is simple.

Andema sports brand has three series of equipment:

Heat Gear thermal equipment series, which adopts the iconic breathable fabric and can evaporate sweat at a uniform speed, which is commonly known as "quick drying" series. Even in hot weather, athletes can keep cool.

cold equipment series, innovative fabrics, lightweight fabrics make the body light. When the climate is cold, it can lock the warmth, fight against the cold and keep the athletes warm.

Footwear sneakers, I think the biggest highlight of their shoes is the technology of elastic chassis, four-dimensional air cushion, ultra-light, stronger toughness and more comprehensive protection of soles.

PUMA。 It is a large multinational company in Germany that mainly produces shoes and sportswear.

classified as: casual shoes, racing shoes, football shoes, running shoes, training shoes and slippers.

The sole is soft, and the feet feel more comfortable. There are many basic styles, which may be slightly inferior compared with adidas' style. You look at a patent leather shoe that it produced last year, which is very beautiful and has wood, and the shoelaces are very distinctive.

Sports shoes:

The vision of basic models, but you won't feel that it is a little backward ~ ~ ~

endorsement

After reading a lot of messages, it is obvious that the aesthetic fatigue of Adidas and Nike has become a normal concept. Many people want to change their tastes and don't want to hang themselves in the same style. This mentality is completely understandable, so everyone is seriously looking for "successors" of Adidas and Nike.

as a fashion question-and-answer expert who focuses on improving personal aesthetics and temperament, we still pay high attention to the brand. To say who is the most promising to catch up with Adidas and Nike, there is no obvious one, and it can only be speculated according to the current situation. Still as usual, this article has no soft advertising nature, and the brands involved in the article are completely needed for writing!

if we consider domestic brands, we think that only Li Ning and Anta will have hope. Dare to say this is emboldened, Li Ning's "Chinese style catwalk marketing" started the first shot of domestic going to the world, and this shot was very exciting; Anta is a sports brand acquired all over the world. At present, the market value of Anta has ranked third in the world, and the future is expected.

But there are big opportunities and big problems. The problem of cost performance is the most serious problem that domestic sports brands are facing now. Many consumers still hope that domestic products can have better quality and lower prices. In our opinion, if domestic brands want to dominate the world, it is absolutely impossible without the support of the people, so this is a breakthrough.

Looking at the international market again, the Andema bubble has burst, Reebok has already been acquired by Adidas, and Converse has already been acquired by Nike. Therefore, it is a false proposition that these brands want to catch up with Adi Nike, and they can only count one brand that has survived the storm: Puma.

Moreover, Puma's scientific and technological development and product design have been getting better and better in recent years. In the China market, Puma has gradually stepped out of the embarrassing situation of "seeing Puma at first sight is bound to be fake". Compared with Kappa, Puma's toughness is really not strong, and it was almost knocked off the China market, but it still stands!

Then there are some potential niche brands. Among these brands, we only think that Arthur has the possibility of this counterattack, because Arthur himself is the father of Nike. Without Arthur, how could Nike develop so smoothly in the initial stage? Arthurian played an important role!

Moreover, Japanese enterprises have a tradition of accumulating wealth and accumulating wealth. Many Japanese enterprises are family-run, which can last for hundreds of years. This kind of enterprises may not be revealed for a short time, but after a certain accumulation, they will explode with amazing power. Arthur, who is extremely professional in making running shoes, may be one of them!

The above brands are the sports brands that we think are likely to surpass Adi and catch up with Nike. Although it seems a bit impossible now, aren't Adidas and Nike also brilliant beyond their predecessors? Thirty years in Hedong and thirty years in Hexi, the future can be expected!

yes. It is the brand of large-scale sports supermarket doing sports scenes, and its model is supermarket platform+multi-brand strategic model to distinguish industry differentiation.

Decathlon is a monument to the achievement of all-sports supermarket brands, which is different from first-line sports brands such as Nike, Adidas and Li Ning. Its industry covers all sports products, including badminton, basketball, sailing, equestrian, wilderness exploration, dancing, fitness, golf, rock climbing, roller skating, outdoor mountains, archery and surfing.

Decathlon Sports Brand Supermarket was established in 1976, with more than 5 large-scale sports supermarkets in the world, occupying 46 cities and 178 sports supermarkets in China. It is equivalent to the sum of Carrefour's stores in China and McDonald's stores in China. It is as frequent as supermarkets for sports enthusiasts and professional sports users, because Decathlon sports supermarket is full of sports atmosphere, sports passion and sports burning. It can be seen that the commercial positioning model of Decathlon sports supermarket is very successful.

So, why is Decathlon so successful?

1. Scenario-based experiential marketing.

what is scene-based experiential marketing? That is, the user's scene consumption, the scene created for the brand. In the scene, it is easier to stimulate the inner * * * sound, * * * touch and * * * vibration of users, thus making it easier and simpler to clinch a deal with users.

Decathlon Sports Supermarket has an experience area with roller skating, fitness and other equipment. There is a trial sliding area in the center of the supermarket, and sports enthusiasts can wear helmets and full sets of protective gear to exercise.

in the sports scene, your sports cells are full of heat. In the sports scene, your sports energy burns your passion. In the sports scene, your purchase rate is automatically sold.

Second, it's not a product, but a sports solution.

Decathlon sports supermarket not only sells the demand of sports goods, but also makes you full of sports enthusiasm, sports energy, community thinking of making friends with more sports enthusiasts, making the brand more connected with users, building brand emotion and brand reputation.

Because Decathlon has a sports ground, a basketball court, badminton and a small football field, there are professional coaches on site to guide exercise and regular exercise, and sports competitions and various activities are held from time to time. Therefore, you are not selling products, but your sports hobby circle.

3. Decathlon's multi-brand strategy.

Decathlon is not only a supermarket platform for all sports categories, but also a perfect scene-based experience marketing design, which allows users to immerse themselves in the sports experience without pressure and strangeness. Through the marketing design of community thinking, you will be more trusted and closer to this brand. Perfecting the construction of brand soul and brand spirit is priceless brand premium value.

As a result, Decathlon Sports Supermarket has launched its sub-brands, and used its own advantages and channels in parent brand to launch a multi-brand strategy that covers dozens of sports brands and is reproduced by its own design, planning, marketing and supply chain. Through offline channels and online Tmall, sales can not only ensure quality, profit and market volume, but also ensure the return value of choosing Decathlon sports brand with users again. It is also different from other sports brands.

4. Better quality products and favorable price/performance ratio

Decathlon has positioned the consumer group as the mass group, and the pricing strategies for large single products and multi-products are mostly between tens of yuan and hundreds of yuan, because the high-end sports groups are extremely small, and the hobbies for sports and outdoor sports are the exercise habits of every citizen. Sports are not low or high-end, and the positioning of mass consumption ensures the market vitality and can also cover high-end groups. This is the route to ensure the sustainable development of market power.

provide high-quality and cost-effective sports product brands, as well as sports programs with sports, ownership and energy.

a new way for Decathlon sports brand to occupy the market is worth learning from the industry.

This article is analyzed and written by Luo Huangbao, the author of "Making Money with Zero Cost in Business Thinking" and "The Business Model of Profit from the Start". Please note the source of the article when reprinting.

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