Recently, ANTA Women's Sports Series new products to accelerate into the women's market segments. In fact, this is not the first time Anta has raised concerns about the female market segment. Back in 2009, ANTA signed the women's singles Jankovic and Zheng Jie, starting from the high-fashion tennis sport and driving Anta to infiltrate the women's sports market. This year, Anta into the women's sports market, is the continuation of this strategy and deepen.
Zhang Tao, vice president of ANTA, said that with the economic development and improvement of living standards, women's concept of a healthy lifestyle is also improving, which will further release the great potential of the female market segment.
Subdivision of women's sports market is not Anta's patent, many companies have already been involved in this market competition. It is understood that Li Ning signed Taiwanese model Lin Chi-ling for its "InnerShine" series of endorsements, selling point is the unique beauty of elegant sports. In addition, Nike also launched the spring of 2011 women's training series, Adidas launched the summer women's campus in 2011 pioneer series, 361 ° launched the "sea log" campaign of women's life products.
The industry believes that women's consumption habits and men vary greatly, they prefer the light exercise such as indoor sports, reflected in the retail terminal, it is the women's sports products must be both stylish and professional performance, not only closer to the color matching International fashion color, fabric to choose soft and elegant elastic material, moisture wicking, temperature and humidity control and other indicators have become a must have considered the threshold of science and technology.
The source also pointed out that the current domestic sporting goods market has become increasingly saturated, the major sports brands have adopted the strategy of market segments to further enhance the brand's market penetration and share.