After Anta’s continuous warm-up and fermentation, the mysterious spokesperson representing youthfulness has finally settled. This morning Anta officially announced Wang Yibo as the brand’s global chief spokesperson. At this point, the traffic war of domestic brands has officially begun.

#Youngli的Power

The former "God of Wealth" in the shoe industry has once again come on stage. In conjunction with the official announcement, two sets of Wang Yibo's same LOOK will be released, which is bound to become the target of speculation. .

In the first set of LOOK, Wang Yibo still appears in his usual skater boy style. The on-foot Anta Overbearing 3.0 will be on sale at Tmall’s official flagship store at 10:08 this morning.

Only five minutes after the sale started, the official flagship store has already sold more than 20,000 items. All the men’s sizes have been sold out, and the women’s non-gold sizes are also facing out of stock. The sales volume in the secondary market also reaches thousands.

Tens of thousands of items such as short-sleeves, trousers, and fisherman hats under the same look were sold in a short period of time, and the inventory was basically cleared. Among them, short-sleeved items were even sold out. More than 28,000 transactions.

The national flag items in the second set of LOOK were also snapped up, with more than 21,000 pieces of a flag-style short T-shirt sold. According to statistics from netizens, when each person is limited to purchasing five pieces of each style, Wang Yibo's same style reached a turnover of more than 41 million yuan in just 5 minutes, and more than 120,000 single items were sold.

In terms of price, Anta Overbearing 3.0 is priced at 539-639 yuan. The price in the secondary market is basically stable at 589-689 yuan, with a premium of about 50 yuan. It can be said that these are the same shoes branded by Wang Yibo. Shoes with the lowest premium in China.

In Anta’s official store, shoes with a similar design to the Overbearing 3.0 cost about 450 yuan more. With Wang Yibo’s support, the price of this shoe has reached the top of the Anta casual shoe category.

Most of Anta's short-sleeved shirts cost around 100 yuan. The two short-sleeved shirts worn by Wang Yibo are priced at 299 yuan and 257 yuan respectively, which is three times more than the regular models.

Anta’s stock price also continued to rise due to Wang Yibo’s popularity. On the 28th, Anta’s stock price rose by more than 4%, and its total market value exceeded HK$280 billion. Anta, which has top traffic, instantly became a popular domestic brand.

Although Wang Yibo’s official announcement has brought unprecedented buzz to Anta, this is not the first time Wang Yibo has been involved in Anta. Earlier, Wang Yibo served as the cultural promotion ambassador for the 2022 Beijing Winter Olympics, and Anta was the sponsoring partner of the Winter Olympics. The first combination of the two has already had a considerable impact. This official endorsement undoubtedly took advantage of the right time, place and people.

#国产BRAND的TrafficWar

After Li Ning and Anta successively won Xiao Zhan and Wang Yibo, the two top brands, domestic brands formed a new pattern after the Xinjiang cotton incident. A war about traffic has been brought to the table.

During the star wars in the early years, Adidas signed several celebrities who were popular in China at the time. Eason Chan, Shawn Yue, and Jackson Wang all endorsed Adidas. Other foreign brands are also waiting for the opportunity, such as Reebok signing William Chan, PUMA signing Liu Haoran, Liu Wen and others, all of which have gained a group of loyal fans in China.

In 2019, Nike, which was impacted by the brands below, also gradually changed its domestic spokesperson ideas and won the top youth culture traffic Wang Yibo. This cooperation has brought profound influence to the future shoe circle and fashion circle. influence.

At this point, there are not many top domestic stars left for domestic brands. Even though Xtep has signed Fan Chengcheng, Li Ning has signed Hua Chenyu, and Anta has signed Chen Feiyu, it is difficult for them to generate strong publicity. intensity.

After the Xinjiang cotton incident, Li Ning took the lead. On the second day of the incident, it quickly announced Xiao Zhan as the spokesperson. Logically speaking, he should be able to take the first bite of the cake. In fact, judging from short-term sales, Li Ning Really benefited a lot. However, due to the reputation of the spokesperson in the online environment, this endorsement also made Li Ning the target of verbal criticism and attracted numerous negative reviews.

The combination of Wang Yibo and Anta is indeed a win-win cooperation. Wang Yibo's own fan base and street boy trend attributes are bound to bring positive commercial and social responses to Anta. As co-promoters of the Winter Olympics, the two have also received a large degree of support at the official level.

The current trends of other domestic brands are uncertain. Li Ning made a wrong move, while Anta is in the leading position in this traffic war.

#crisisbehindtraffic

Whether it is Anta or Li Ning, both parties have tasted the sweetness of traffic celebrity endorsements, which seems to have given domestic brands a new development idea.

I have to admit that traffic stars as spokespersons can not only bring a large fan audience, but also expand social visibility, which to a certain extent can allow the brand to "break out of the circle".

But behind this favorable situation, the common problems of domestic brands have still not been solved. In recent years, domestic brands have rushed out of the country, entered fashion weeks, and become popular with the support of celebrities. The slogan of the rise of domestic products has become louder and louder. The former low-income image of locals has begun to change in the hearts of the Chinese people. The progress visible to the naked eye has also made people have The confidence of wearing domestic brands.

The problem of product defects under good marketing is a pain point that we have to mention. Judging from Wang Yibo's endorsement of Anta this time, it is difficult to give a "good-looking" evaluation in the popular sense even with Wang Yibo's blessing when two sets of officially announced LOOK items are paired together.

I believe that many people will have an indescribable feeling when looking at the toe of this pair of Overbearing 3.0 shoes. The silhouette of Air flight 89, the heel of A COLD WALL x Nike, and many elements of classic shoes are accumulated. On a pair of shoes. This undoubtedly brings a sense of embarrassment to people who want to support domestic products.

In the designs of other items, we can see the shadow of many national trends from a few years ago. Compared with the sneakers designed for Thompson, the items Anta prepared for Wang Yibo's official announcement are indeed somewhat unsatisfactory.

It is difficult for us not to suspect that Wang Yibo’s official announcement was a marketing gimmick by Anta. The rushed time did not allow Anta to come up with a good design, but it gave a relatively high price. The rising prices due to celebrities using the same style, as well as serious speculation in the secondary market, will also damage the popularity and favorability of the brand.

According to unreliable sources, Wang Yibo’s contract with Anta is only for one year. If the rumors are true, it means that there will only be a very small number of Wang Yibo's same models. This year is nothing more than a year to earn fans' economy. This approach is no different from Li Ning's.

For Wang Yibo, there is also something worth pondering. After Wang Yibo cooperated with Nike, he gained a certain status in the fashion circle.

But does Wang Yibo really have top-notch sales capabilities? The Dunk worn by Wang Yibo has been a popular shoe of the year. Without him, the Dunk is bound to become a hot shoe. So, is it Wang Yibo who is led by Nike or Nike who is led by Wang Yibo. The real ability to bring goods. Anta's subsequent sales may be able to give us the answer.

Looking at all Anta's items, except for the basketball shoe series, there is a certain gap between the design of items in other areas and the aesthetics of today's young people. This is not only a problem for Anta, but also a common problem for every domestic brand. There are too many mixed elements and obvious traces of reference, but they are matched by a lot of over-the-top publicity.

It is true that the quality of domestic brands is even better than that of foreign brands to a large extent, but the lack of design is an issue that cannot be ignored, and it is also a shortcoming that cannot be covered up with marketing.

Although traffic stars are popular, the short-term benefits they can bring are something that no brand can refuse. How a brand can make good use of the popularity and support brought by traffic will determine whether the brand can truly An important factor in gaining a foothold.

To get more people to know you can rely on traffic, but to get everyone to recognize it requires real strength.

I hope that domestic brands will not be blinded by the interest bubble, and only by concentrating on research can they become the true light of domestic products.

Do you think Wang Yibo can lead Anta?

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