Can This Huge Amount Of Money Make Anta Succeed In The High-End Market?

Today, in the prevalence of sports, international brands

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As well as the Under Armour's tripartite confrontation, has produced many domestic sports brand's continuous hot.

However, affected by the industry inventory in 2012, the domestic sports brands with slow pformation need to face many problems.

One of the easiest things to do is to compare.

And Lining.

Despite the fact that Anta is the fastest to finish cleaning up in this inventory risk, the brand image of Lining and Anta will always be different if asked about the domestic population.

Lining, who is still in pition crisis, has made more consumers have the impression of "high-end". In fact, Anta in the middle and upper class will give consumers the inherent "middle end" image.

Therefore, the strength of the brand to the high-end market may make more consumers change it.

A few days ago, Anta announced that it would set up a joint venture with Japanese brands ANDES, DGR and Desanto Japan.

According to the announcement, Anta offered the initial capital stock of about 150 million RMB in the cooperation, holding 60% of the joint venture company, and ANDES and DGR holding 30% and 10% respectively.

After the establishment of the joint venture, Anta will enjoy the exclusive operation and design, procurement and marketing of all products with "Descente" brand.

Descente, as an outdoor high-end ski product brand, can make Anta breakthrough in the high-end market to a certain extent.

However, can this huge amount of money make Anta succeed in the high-end market? Can the potential consumer groups of high-end sports goods for domestic consumption increase the growth of the joint venture? Everything will be unknown, but for Anta, which has long been involved in its inherent image, the layout of the market has been saturated, and the advance to the high-end market is bound to be further action.