Li Ning wants to make himself the "Nike" of China. In recent years, she insists on originality, strives to shape corporate culture, moves towards the international market, and enhances her popularity.
China Li Ning is at New York Fashion Week.
Li Ning has focused its main market on domestic middle and high-end consumers.
Those consumers have a certain economic foundation, have a certain understanding of sneaker culture, and have high aesthetic requirements and reputation for shoes.
The mental journey of foreign collectors.
Tonyp
Li Ning is fishing for big fish in the long line. Li Ning's early transformation is that they believe that the main consumer of the domestic sneaker market in the future must be the middle and high-end people, and their group number will become larger and larger.
Contrary to Li Ning, although Anta has also begun to transform, it still focuses on rapid consumption.
But at present, the main consumers of Anta are domestic low-end consumers.
These people are also the main consumer groups in China at present.
After all, there is a big gap between the rich and the poor in China.
And most consumers don't understand the culture of sneakers.
Their demand for sneakers is high cost performance, beautiful and comfortable.
Anta seized the psychology of these consumers, borrowed some successful shoes from abroad and sold them to domestic consumers after a makeover.
The base of these consumers is very large, so Anta's turnover is far ahead of Li Ning.