1. Arthur's own positioning, focusing on the running shoes market, only let people in this circle be 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, basketball, football, shoes and running are all involved. Although Arthur has some involvement, he always focuses on running shoes.
2. Advertising marketing, this piece of King Arthur is relatively low-key. Nowadays, advertisements are often seen all over the street, and then these shops can be found in almost any pedestrian street and shopping center.
Then, please invite the spokesperson. I want to run a lot. People who like to wear Arthur may not know which ones, but those who speak for Nike may just name one or two, such as Jordan, Yi Jianlian, Liu Xiang and so on.
And Arthur's. Please pay attention. China has Jiang Shuying, and I don't seem to remember anything else.
These two points make Arthur confined to a group of friends and cannot be widely known. Of course, if Arthur is more comprehensive in advertising, it will be a well-known brand in the future, and its market share will not catch up with Adinik, but its reputation will not be too bad.
Everyone who runs laps seems to know that Arthur exists in running shoes. I don't know why you said he was not famous. There are probably two reasons. First, the subject himself is not a running friend. Second, the topic is not about the scope of running shoes. For example, in the field of basketball, let alone Nike and Adi, even domestic Li Ning, 36 1 and Arthur can't do it, 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 because of the operation of the brand and its influence is not very good, which is related to the company's route.
Cheap and wearable, Nike Adi wants to sell this price, which has nothing to do with him.
Arthur, as the king of jogging shoes, deserves it. And it is different from Nike, Adidas and other famous shoes. It is a Japanese brand, and the foot shape is designed with reference to the Asian foot shape. Jogging can protect people's knees and ankles, and the soles are soft and comfortable. Suitable for jogging, attracting the favor of long-distance runners. It may be a marketing strategy, but it only sponsors individual sports and is loved by professional athletes. In recent years, Arthur's reputation has gradually increased. Over time, he will increase investment in marketing strategy, shoe type and color research and development, sponsor and develop large-scale sports games, and the spokesman will be well received by consumers.
1 marketing
Why should we put this reason in the first place? Because no enterprise wants to buy its products as small as possible and as simple as possible. Arthur's marketing promotion is really not as good as well-known brands such as Adi Nike.
2 brand effect
Then, some people will say that enterprises can save a lot of money, invest in research and development, and the pricing of products is more affordable.
But in fact, the current sports brands need to find a balance between the practicality and fashion of sports. Let the two be better balanced and compatible. This is from the user's perspective.
In real life, these products need to consider the following points:
1 Daily fitness for customers of non-professional athletes.
2 daily wear.
3 trend, fashion, as a trend to wear, cool factors.
4 identify with a sports star (equivalent to idolization).
The ratio of 2 to 3 is very large.
For example, we often wear the latest NBA superstar basketball shoes for junior and senior high school students, whether they can play basketball or not.
For example, in recent years, some fashionable women like to wear various versions of AJ.
Like coconuts on a rotten street. But what shoes are coconuts? How many people run with coconuts?
Conversely, at this level, sportswear is a kind of self-display, an identity and a brand effect.
To put it bluntly, it is for others to see.
Arthur can't play this effect now. Not only can't it be achieved, 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 various products, such as basketball shoes, running shoes, board shoes and so on.
Comparatively speaking, Arthur is much simpler.
Comfort is suitable for people who stand or jog for a long time. I feel comfortable wearing Mizuno every day. Better than Adinik anyway. Mizuno's shock absorption is definitely better than Adinik's.
Running is ok, but the net is really weak and easy to break.
My King Arthur running shoes have accompanied me to run three full horses this year, one is a 25-kilometer cross-country and the other is a half horse. My feet are very comfortable.
The founder of Nike first sold Arthur in the community.