Why is the gap between Anta and Li Ning getting wider and wider?

It is simply because the company positioning and consumer groups of the two brands are different.

Li Ning wants to build itself into the domestic "Nike". Over the years, it has insisted on originality, worked hard to shape its own corporate culture, entered the international market, and improved its reputation.

China’s Li Ning at New York Fashion Week.

Li Ning places its main market on domestic mid-to-high-end consumers.

Those consumers have a certain economic foundation, have a certain understanding of sneaker culture, and have relatively high aesthetic requirements and reputation for shoes.

Foreign Wade collectors

Tonyp

Li Ning is taking a long-term view to catch big fish. Li Ning’s early transformation is because they believe that domestic sneakers will be the best in the future. The main consumers in the market must be those mid-to-high-end consumers, and the number of their groups will become larger and larger.

Contrary to Li Ning, although Anta has also begun to transform, it still focuses on fast consumption.

However, Anta’s current main consumers are still domestic mid- to low-end consumers.

These people are also the main consumer groups in the country.

After all, the gap between the rich and the poor in the country is currently large,

and most consumers are not interested in sneaker culture. Don't understand.

Their demand for sneakers is cost-effectiveness, beauty and comfort.

Anta has grasped the psychology of these consumers and "learned" from some successful foreign shoe models, rebranded them and sold them to domestic consumers.

The base of these consumers is very large, so Anta’s current turnover is far ahead of Li Ning.