Challenge Adidas Nike: This US Sports Brand Enters 35 Billion 700 Million Annually.

As we all know, the shoe and clothing industry is a big market with fierce competition and serious homogenization of products. In this field, Adidas and Nike two international brands have long dominated the global market, but in recent years, many sports brands continue to challenge the two. Among them, the American sports brand Andrea is one of them.

Public information shows that Andemar was founded in 1996 and has gone through more than 20 years. Its production of functional sports tights led the trend of sports equipment, and once attracted the imitation of giants such as Nike. According to the performance report released by Andrew in February this year, revenue of 5 billion 193 million yuan (about 35 billion 700 million yuan) was achieved last year.

Like Nike's founder Phil Nate, Andemar's founder Planck is also an athlete. Because of this profession, he discovered a business opportunity: for the athletes at that time, the traditional cotton clothing was easy to absorb sweat, but it was extremely difficult to dry, which made them headache. In response to this pain, Planck tore down a component of his breathless shorts and bought the same fabric at a fabric store. Then he found a manufacturer in the clothing area of New York and spent 460 dollars to sew 7 samples to his teammates.

I didn't expect the product to be popular. The result made him overjoyed, and immediately began to prepare more clothes. At the very beginning, the products were relatively single and focused, mainly producing chemical fiber products with good permeability and strong perspiration ability. The product is very suitable for athletes who are muscular and sweaty. However, for start-ups, there is simply not enough budget for marketing. So Planck had to go all the way across the east coast to sell T-shirts in person.

He had already sold 500 T-shirts and brought 17 thousand dollars in sales by the end of 1996. Soon after that, Georgia Tech ordered 350 more. With the success of this cooperation, the fame of Andrea has rapidly started and enterprises are developing gradually. Andmar, growing up, is also facing a headache: how to compete with ADI and Nike. Unlike other enterprises, Andemar had a very professional product and brand positioning at the beginning of his creation. This advantage has led the company to adopt a strategy of single product detonation and differentiated competition.

On the other hand, Andrew did not rush to use mass marketing tools to popularize products to the public. Instead, he chose to cultivate the professional sports market, especially in the two major fields of American football and professional fitness. By contrast, Nike and Adi at that time were more inclined to make sports products more fashionable and more fashionable. Apart from the scope of sports, although the two parties can gain more market space and a wider range of target customers, they will inevitably weaken their motion genes.

And this just gave Andrew a chance to take advantage of it. After all, there are always thirst for professional sports products and a more focused spirit of sports. Later, the product was extended to sports shoes, sports bags, sports headphones and other fields. In choosing NBA celebrity endorsement, it chose Kuri, which was ignored by other competitors, because this cooperation also increased the sales volume of Andrew products by more than 3 times. In 2014, the company's revenue exceeded Adidas and became the second largest sporting goods manufacturer in the United States, behind Nike.

However, since 2017, the North American market has continued to shrink, which led to the growth of Andrew Ma, although revenue growth has begun to suffer losses. Under such circumstances, it has taken greater efforts to operate the Asia Pacific market, which is dominated by the Chinese market. It is understood that now Andemar has 1100 stores in the world, in the next five years, plans to increase 1500 stores, of which Asia Pacific market will occupy 73%.

Up to now, Andemar has opened more than 400 stores in the Chinese market, most of which are located in first tier cities and provincial capitals. This means that if it wants to continue expansion and achieve the goal of doubling the number of stores, it must sink to more three or four tier cities.