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在中国体育用品市场整体衰退的背景下,安踏这个曾经的“小弟”完成了对“老大哥”李宁的弯道超车。安踏用20年的时间积累下来一套充满本土特色并且适合自身发展的“实用至上”方法论,是一套与“耐克模式”截然不同的流派。安踏对消费者的心理解读可能是最值得思考的。安踏曾在北京召开发布会,为旗下代言人凯文·加内特推出其个人专属的第四代签名篮球鞋——KG4。最大的亮点不在于产品本身,而是它的价格——399元。熟悉体育用品行业的人应该清楚,对于一款专业级别的篮球鞋,其他被球星代言的产品动辄上千元。KG4发布仅一个月后,安踏
In the context of the overall recession in the sporting goods market in China, Anta, the former “Little Brother,” completed the overtaking to the corner of “Big Brother” Li Ning. With 20 years’ experience, Anta has a set of “practical first” methodologies that are full of local characteristics and suitable for their own development. They are a set of schools that are totally different from the “Nike Mode.” Anta consumers psychological interpretation may be the most worth considering. Anta held a press conference in Beijing for its Kevin Garnett spokesperson launched its own personal fourth-generation signature basketball shoes - KG4. The biggest bright spot is not the product itself, but its price - $ 399. People familiar with the sporting goods industry should be clear that for a basketball shoe of a professional level, other products endorsed by celebrities are often on the thousands. KGA released only one month later, Anta