# The Power of Youth
Once the shoe ring "God of Wealth" comes to power again, plus the official announcement, two sets of the same Ebo LOOK will surely become the object of speculation.
In the first LOOK, Yibo still appears as a skateboarding teenager in the past. Anta Overriding 3.0, which is on its feet, started to snap up at Tmall's official flagship store this morning 10: 08.
Only five minutes after the sale, the sales volume of the official flagship store has reached more than 20 thousand, all sizes of men's models have been snapped up, and non-gold sizes of women's models are also facing out of stock. Sales in the secondary market are also as high as thousands.
Tens of thousands of short sleeves, pants, fisherman's hats and other single items under the same LOOK have been sold in a short time, and the inventory has been basically cleared, of which more than 28,000 short sleeves have been sold.
The national flag items in the second set of LOOK were also snapped up, and a national flag short T sold for more than 2 1 0,000. According to the statistics of netizens, in the case of five pieces of each model, the turnover of the same model reached more than 4 1 10,000 pieces in five minutes, and the single product sold more than1.20,000 pieces.
In terms of price, the price of Anta Overbearing 3.0 with a price of 539-639 yuan in the secondary market is basically stable at 589-689 yuan, with a premium of about 50 yuan. It can be said that this is the lowest premium among Yibo shoes.
In the official store of Anta, the price of shoes similar to overbearing 3.0 design is around 450 yuan. Thanks to Ebo's blessing, the price of shoes has reached the top under the classification of Anta casual shoes.
The price of Anta short sleeves is about 100 yuan, and the price of two short sleeves on Yibo's upper body is 299 yuan and 257 yuan respectively, which is three times higher than that of ordinary models.
Anta's share price has also continued to rise under the heat of Ebo. On the 28th, Anta's share price rose by over 4%, and its total market value exceeded HK$ 280 billion. Anta, with top traffic, instantly became a domestic brand.
Although the official announcement of Ebo has brought unprecedented topics to Anta, it is not the first time that Ebo has been on Anta. Previously, Ebo was the cultural promoter of the 2022 Beijing Winter Olympics, and Anta was the sponsor of the Winter Olympics. The first combination of the two has had a considerable impact. This official endorsement undoubtedly occupies the right time, place and people.
# Traffic Wars of Domestic Brands
After Li Ning and Anta successively won the two top streams of Shawn Xiao and Yibo, domestic brands formed a new pattern after the Xinjiang cotton incident, and a war on traffic was put on the table.
In the early years of Star Wars, Adidas signed several stars who were very popular in China at that time. Eason Chan, Shawn Yue and Jackson Wang were all spokespersons of Adidas. Other foreign brands are also waiting for opportunities, such as Reebok signing William Chan, Puma signing Liu Haoran, Liu Wen and others. These brands have gained a group of loyal fans in China.
In 20 19, Nike, which was hit by the following brands, gradually changed the thinking of domestic spokespersons and won the top flow of youth culture. This cooperation has brought far-reaching influence to the future shoe ring and fashion industry.
At this point, there are few domestic top stars left for domestic brands. Even if Xtep signed Adam, Li Ning signed Hua Chenyu, and Anta signed Chen Feiyu, it is difficult to have strong communication.
Li Ning took the lead after the cotton incident in Xinjiang. The day after the incident, he was the spokesman of the official propaganda war. It stands to reason that he should be able to eat the first bite of cake. In fact, from the perspective of short-term sales, Li Ning really benefited a lot. However, due to the problem of the spokesperson's speech in the network environment, this endorsement has also made Li Ning a target of public criticism and attracted countless bad reviews.
The combination of EBO and Anta is indeed a win-win cooperation. Ebo's own fan base and street teenagers' trend attribute are bound to bring positive commercial and social repercussions to Anta. At the same time, as co-sponsors of the Winter Olympics, they also received strong support from the official level.
The trend of other domestic brands is difficult to determine at present. Li Ning took a wrong step and Anta is in the leading position in this traffic war.
# The Crisis Behind Traffic
Both Anta and Li Ning have tasted the sweetness of celebrity endorsement, which seems to give domestic brands new development ideas. I have to admit that being a spokesperson for traffic stars can not only bring a wide audience of fans, but also expand social visibility and make the brand "out of the circle" to a certain extent.
But behind this favorable situation, the common problems of domestic brands have not been solved. In recent years, domestic brands have rushed out of the country and rushed to Fashion Week, and the stars have blessed the red and purple, making the slogan of the rise of domestic products louder and louder. The previous image of low soil began to change in the hearts of Chinese people, and the progress visible to the naked eye also gave people the confidence to wear domestic brands.
Product defects under good marketing are the pain points we have to mention. Judging from the endorsement of Anta by Yibo this time, even with the blessing of Yibo, it is difficult to give a "look" evaluation in the popular sense.
Overbearing 3.0 this pair of shoes, I believe many toe caps will have unspeakable taste. The outline of Air flight 89, a cold wall x the heel of Nike, and many elements of classic shoes are piled on a pair of shoes. This undoubtedly brings empathy to those who want to support domestic products.
The design of other items can be seen in the shadow of many national trends a few years ago. Compared with the sneakers designed for Thompson, the items that Anta officially announced for Yibo this time are indeed somewhat unsatisfactory.
It is hard not to doubt that the official announcement of Ebo is a marketing stunt of Anta. The hasty time did not let Anta give a good design, but gave a high price. The rising price of the same star and the serious speculation in the secondary market will also damage the brand's popularity and goodwill.
According to unreliable sources, the contract signed by Ebo and Anta is only one year. If the rumor is true, it means that there will only be a handful of the same models of Yibo, and this year is nothing more than a year of making fan economy, no different from Li Ning.
For Yibo, there are also places worth pondering. After cooperating with Nike, YiBo has a certain position in the hipster circle.
But does Ebo really have the top cargo capacity? Yibo's dunk, the hottest shoe model of the year, will inevitably become an explosion without him, so whether it is Yibo brought by Nike or Nike brought by Yibo, the real ability to carry goods, the sales after Anta may give us the answer.
Looking at all the items of Anta, except basketball shoes series, there is a certain gap between the design of items in other fields and the aesthetics of young people now. This is not only a problem of Anta, but also a common problem of every domestic brand. There are too many mixed elements and obvious reference traces, accompanied by a lot of over-praised propaganda.
It is true that the quality of domestic brands is even better than that of foreign brands to a great extent, but the lack of design is a problem that cannot be ignored, and it is also a shortcoming that marketing cannot cover up.
Although the traffic stars are fragrant, not all brands can refuse the short-term benefits behind them. How to make good use of the popularity and support brought by traffic is an important factor to determine whether the brand can truly gain a foothold.
It can let more people know that you can rely on traffic, and it needs real strength to make everyone recognize it.
I hope that domestic brands will not be blinded by the interest bubble and concentrate on studying the true light of becoming domestic products.
Do you think a game can fly to Anta?
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