With the rise of the concept of fitness for all, the demand for sports goods market has also been increased. Similar to Nike, Adidas and other brands began to strong occupy the global market, in fact, in addition to the European and American sports brand, Asian brand Arthur is also not inferior, it and New Balance, Saucony and Brooks also known as the world's four largest running shoes brand.
According to public information, Arthur is a sports brand created by Onizuka Kiyaro, Japan. It has been 70 years since its establishment. At the peak, it was once the champion of running shoes in the United States, with an annual sales volume of over about 20000000 pairs. In the early days of his career, the founder, Mr. Tak Chung, had been making sports shoes by himself. Once he designed a basketball shoe, he created the brand of the ghost tiger tiger, and began to make the mound tiger sports shoes. At that time, the manufacturing environment was very simple. It could be said that it was only a small workshop, with only two employees, a table and a telephone.
At the early stage of development, the shoes produced almost all imitate international famous brands, but later they gradually had their own style. Ever since a runner in a running marathon runner in Boston has won the race in a marathon race in Boston, Onizuka Obuya has made a name for himself and his sales volume has soared, playing an important role in the hearts of sportsmen.
Not only that, but also attracted an American businessman NAT, he was very obsessed with the ghost tiger tiger sports shoes, regardless of his parents' objection, he sold the mound tiger sports shoes. Later, he flew to Japan and talked to Onizuka Kiyaro as an American distributor of the mound tiger sports shoes. Then Knight returned to the United States and set up blue ribbon sports.
By 70s, the ghost tiger became the largest shoe manufacturer in the United States, and most of the famous athletes were wearing shoes made by them. At the same time, the blue ribbon sports grew bigger and bigger, making the ghost tiger tiger want to buy it, but it was rejected. So Knight set up Nike brand. Mr ghosts also set up the Arthur brand, and the ghosts later joined the Arthur Asics company.
As Nike and Adidas began to compete for the market share in the strong market, Arthur has been stalling, and the competitiveness of products has been gradually decreasing and declining. Moreover, it failed to grasp the fast-growing e-commerce market, and its sales suffered a sharp decline. In order to save the decline, Arthur began to enhance the brand image, the ghost tigers tiger also entered the high-end market area, not only launched the Onitsuka series, but also launched a new product with luxury brands.
After a series of measures, the ghost tomb tiger became Arthur's performance engine. Last year, Arthur announced that the ghosts were independent of the parent company's organizational structure and said the move was aimed at allowing the ghost tiger to have greater decision-making autonomy, improve decision-making efficiency and quickly occupy new markets.
According to Arthur's first three quarter 2019 earnings report, its revenue reached 286 billion 200 million yen (about 18 billion yuan). Comparing Nike's revenue in the three quarter of about 31000000000 US dollars (about 214 billion 400 million yuan), the gap between the two sides is getting bigger and bigger. It can be seen that Arthur's current revenue is less than 1/10 of Nike's.
At present, Arthur listed the Chinese market as a region that needs accelerated growth. Hiroda Yasuhito, President of Arthur company, said that China's consumer market is changing rapidly. In the future, Arthur will actively respond to, embrace change and seize the opportunities, and will launch many initiatives aimed at China's consumer market.
There are professionals who believe that with the upgrading of consumption, the high-end sports shoes and clothing market has great potential for development. In the future, young consumers will pay more attention to the personalization of shoes and clothing. How to keep the high-end positioning in the brand marketing while attracting young people is a question that Arthur needs to study at the moment.
Source: Niu Niu Niu dialect