安踏全球化战略加速：欧文一代篮球鞋引爆海外市场
安踏全球化战略加速：欧文一代篮球鞋引爆海外市场
ANTA's Globalization Strategy Accelerates: Kyrie 1 Basketball Shoes Ignite Overseas Market
北京时间3月7日，安踏在北京王府井旗舰店举行欧文一代战靴中国区首发，标志着这个中国运动品牌正式向全球化迈出关键一步。这款定价899元人民币(海外售价125美元)的签名球鞋在全球多个城市迅速售罄，创造了中国运动品牌出海的新纪录。
On March 7 Beijing time, ANTA held the China launch of Kyrie 1 basketball shoes at its flagship store in Wangfujing, marking a crucial step in the Chinese sportswear brand's globalization strategy. The signature shoes priced at 899 RMB (125 USD overseas) sold out rapidly in multiple cities worldwide, setting a new record for Chinese sportswear brands going global.
为什么选择欧文一代作为全球化突破口？
Why Choose Kyrie 1 as the Breakthrough for Globalization?
安踏集团CEO徐阳表示："欧文是全球球鞋销量最高的球员之一，与他合作让安踏获得了前所未有的国际曝光。"数据显示，欧文在Instagram拥有近2000万粉丝，其与耐克合作的球鞋曾是耐克销量第二的现役球员战靴。
ANTA Group CEO Xu Yang stated: "Kyrie is one of the NBA players with the highest shoe sales globally. Partnering with him has given ANTA unprecedented international exposure." Data shows Kyrie has nearly 20 million Instagram followers, and his previous Nike collaboration was Nike's second-best selling active player shoe line.
全球化战略的三大关键举措
Three Key Initiatives in the Globalization Strategy
- 产品本土化：安踏在美欧日韩建立5大研发中心，欧文一代部分产品在当地生产
- 营销全球化：选择达拉斯知名潮鞋店首发，欧文亲自参与全球推广活动
- 渠道多元化：建立东南亚合资公司，线上线下同步推进
- Product Localization: ANTA established 5 R&D centers in the US, Europe, Japan and Korea, with some Kyrie 1 products manufactured locally
- Global Marketing: Launched at a famous sneaker store in Dallas with Kyrie personally participating in global promotion events
- Channel Diversification: Established joint ventures in Southeast Asia with omni-channel strategy
未来展望：2025年篮球鞋销量目标1200万双
Future Outlook: 12 Million Basketball Shoes Sales Target by 2025
安踏计划到2025年将篮球鞋年销量提升至1200万双。徐阳强调："我们不做中国的耐克，要做世界的安踏。"目前安踏海外市场占有率不足1%，欧文系列将成为其全球化的重要引擎。
ANTA aims to increase annual basketball shoe sales to 12 million pairs by 2025. Xu Yang emphasized: "We don't want to be China's Nike, we want to be the world's ANTA." Currently ANTA has less than 1% overseas market share, with the Kyrie series becoming a key driver for its globalization.
专家分析指出，安踏的全球化路径为中国品牌提供了新样本：通过顶级运动员IP+本土化运营+高性价比产品的组合拳，在专业运动领域实现突破。
Industry analysts point out that ANTA's globalization approach provides a new model for Chinese brands: breaking through in professional sports through a combination of top athlete IPs, localized operations and high-value products.
