安踏宣布自己的足球战略 选择青少年足球作为切_特步中国大学生校园足球联赛【CUFL】唯一指定官方门户网站
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安踏宣布自己的足球战略 选择青少年足球作为切

安踏宣布自己的足球战略 选择青少年足球作为切入点
 
      今年夏天签下了刚刚和阿迪达斯解约的足球先生郑智之后,上个月底,安踏在广州宣布了他们的足球战略“只管去踢”,最近睿狮广告为其制作的一支广告也同时上线了。


 

        关于这次的足球战略,他们找来了广州恒大足球学校、江苏省体育局、笼式足球场公司舒华,举办江苏省青少年足球联赛、赞助学校足球装备,并在全国范围内的校园推广笼式足球场。
 

       从这支最新的广告来看,安踏更多的展现的是“只管去踢”的情感诉求,而较少提及足球鞋工艺的部分。至于是否会陆续推出成人足球鞋系列,以及儿童足球鞋的工艺是否申请了专利,我们就此询问了安踏方面,但并未得到回应,他们更多的还是在强调自己将如何培育这个市场——那些场地建设、培训教练、和对足球行业带来的转变。
 

       目前,足球鞋品类在安踏官方旗舰店的页面设计中还不是很突出,这可能也有产品线并不完善的原因。今年,原先缺少足球这一产品线的运动品牌纷纷开始弥补自己的短板。主打慢跑鞋的 New Balance 也推出了自己的足球系列,打算逐步拓展为综合运动品牌,而今年 7 月, 361° 也签下了国脚杨旭作为代言人(虽然他们还没来得及给他制作专门的球鞋)。
 

       似乎对中国的运动品牌而言,民族式的广告宣称和本土代言人,是他们必须且唯一能做的选择,但耐克和阿迪达斯那些国际巨星对球迷的号召力却远远超过他们,在这种压力下选择青少年足球作为切入点,或许也是一种突破方法。

Summer signing the just and Adidas termination of Zheng Footballer of the year, at the end of last month, Anta in Guangzhou announced their football strategy "although to play, recently Rui lion advertising for the production of a commercial also on the line.          

About the football strategy. They found the Guangzhou Evergrande football school, Jiangsu Province Sports Bureau, cage football field company Shuhua, held in Jiangsu Province Youth Football League, sponsored by the school football equipment, and in the nationwide promotion of campus of cage football field.          

From this latest ad, Anta more show is the "just go to play" emotional appeal, and less mentioned in the part of the football shoes. As for whether they launched a series of adult football shoes, and children's football shoe process whether to apply for a patent, we consulted the Anta, but did not get a response, they more or to emphasize how they will cultivate the market -- those construction site, coaching, and brought to the football industry change.          

At present, the football shoes category in Anta's official flagship store page design is not very prominent, which may also have a product line is not perfect reason. This year, the original lack of football this product line sports brands have started to make up their own short board. Flagship jogging shoes new balance also launched their football series, intend to gradually expand to comprehensive sports brand, and in July this year, 361 degrees also signed the international Yang Xu as a spokesperson (although they haven't enough time to give him making special shoes).          

Seems to China's sports brand, national advertising claims and local endorsers, they must and can only do the choice, but Nike and Adidas those international superstar appeal to the fans is far more than they do, and in under the pressure of the juvenile football as the breakthrough point, and perhaps also a breakthrough method.


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