In fact, this phenomenon is also interesting. Nowadays, Adi Nike New Balance is all over the street, but few people wear Arthur's words, and its predecessor, Ghost Cut Tiger, has seen many people wear it. There are two reasons.

1. Arthur has positioned itself and focused on the running shoes market, which makes only people in this circle familiar with this brand. In fact, people in this circle also have a few friends who don't know what Arthur is.

then, compared with other brands, Arthur's has dabbled in basketball, football, shoes and running, but it always focuses on running shoes.

2. Advertising marketing. This piece of Arthurian is relatively low-key. Now, the advertisements that are often seen are also visible all over the street, and then these shops are basically found in any pedestrian street and shopping center.

Then, please invite spokespersons. I don't think people who often run and like to wear Arthur may know what there are, but anyone who speaks for Nike can name one or two at will, such as Jordan, Yi Jianlian, Liu Xiang and so on.

and Arthur's, if you pay a little attention, there is Jiang Shuying in China, and I don't seem to remember anything else.

These two points make Arthur confined to a certain group of friends, and can't be widely known. Of course, Arthur will be a famous brand in the future if he is comprehensive in advertising, and its market share can't catch up with Adinike, but its reputation will not be much worse.

Everyone who runs laps seems to know that Arthur exists in running shoes. I don't know why you say that he is not famous. There are two estimated reasons. First, the subject himself is not a running friend. Second, the subject is not comparing the range of running shoes. For example, in the field of basketball, let alone Nike and Adi, even domestic Li Ning, 361 and Arthur are not good, because the core technology and core buying point are completely different, but in the field of running shoes, Arthur is much ahead of the above brands.

As one of the four largest running shoes in the world, Arthur's brand quality and reputation are good, but it may be due to the operation of the brand, and its influence is not very good, which is related to the company's line.

Nike Adi has nothing to do with selling this price.

Arthur, as the king of jogging shoes, deserves its reputation. Moreover, it is different from famous shoes such as Nike and Adidas. It is a Japanese brand with a foot type. It can protect people's knees and ankles, and the soles are soft and comfortable, which is suitable for jogging and attracts the favor of long-distance runners. It may be a marketing strategy. Instead of fully spreading advertisements, it only sponsors individual sports and is loved by professional athletes. In recent years, Arthur's reputation has gradually increased. Over time, he has increased his investment in marketing strategy, shoe type and color research and development, sponsored large-scale sports games and development, and the spokespersons are in place, which is bound to be welcomed by consumers.

1 marketing

Why do you put this reason in the first place? Because no company wants to buy its own products as small as possible, and the products as simple as possible. Arthur's marketing and promotion are really not as good as well-known brands such as Adi Nike.

2 brand effect

Then, some people will say that this way, enterprises can save a lot of money, invest in research and development, and make the pricing of products more affordable.

But it's not. Nowadays, sports brands need to find a balance between the practicality of sports and fashion. Let the two be better balanced and compatible. This is from the user's perspective.

In real life, these products need to take into account:

1 Daily fitness for non-professional athletes' customers.

2 wear it for daily use.

3 trend, fashion, as a trend to wear, cool factor.

4 identification with a sports star (equivalent to idolize).

2 and 3 account for a large proportion.

For example, we often go to junior high school and senior high school to wear the latest NBA superstar basketball shoes, regardless of whether they can play basketball or not.

For example, in recent years, some trendy girls like to wear various versions of AJ.

For example, coconuts on rotten streets. But what kind of shoes are coconuts? How many people run with coconuts?

conversely, at this level, sportswear is a self-display, an identity and a brand effect.

to put it more bluntly, it's for others to see.

Arthur can't get this effect now. Not only can't reach it, but most people will think that they are wearing a pair of cheap goods without a brand. If it were you, what would you choose?

3 product diversity

Nike Adi has a variety of products, such as basketball shoes, running shoes, board shoes and so on.

in comparison, Arthur is much more single.

Yasushi is suitable for people who stand or jog for a long time. I feel comfortable wearing Mizuno every day, which is better than Adinike anyway. Mizuno definitely has better shock absorption than Adinike.

Running is ok, but the net is really weak and easy to break.

My Yasushi running shoes accompanied me to run three full horses this year, one is a 25-kilometer cross-country horse, and the other is a half horse. The founder of Nike has the most comfortable feet.