安踏全球化战略加速：用欧文签名篮球鞋撬动国际市场
中国领先运动品牌安踏近日迈出全球化进程关键一步，其与NBA球星凯里·欧文(Kyrie Irving)合作的首款签名球鞋ANTA KAI 1于3月9日在中国、北美、东南亚和中东等地区同步发售。
Leading Chinese sportswear brand ANTA has taken a crucial step in its globalization journey with the global launch of its first signature basketball shoe ANTA KAI 1, co-designed with NBA star Kyrie Irving, across China, North America, Southeast Asia and the Middle East on March 9.
作为安踏篮球代言人兼首席创意官，欧文深度参与了ANTA KAI 1的全流程开发，包括外观创意、产品技术和设计概念等。这款定价899元人民币的球鞋上市后迅速引发抢购热潮，在第三方平台价格已飙升至数千元。
As ANTA Basketball's endorser and Chief Creative Officer, Irving was deeply involved in the entire development process of ANTA KAI 1, including visual creativity, product technology and design concepts. Priced at 899 yuan, the shoes quickly sold out after launch, with resale prices soaring to thousands of yuan on secondary markets.
大众定位战略：高性价比球星签名鞋
Mass Market Strategy: High-Value Signature Shoes
安踏品牌副总裁朱晨晔表示："市场上球星签名鞋动辄千元以上，我们坚持大众定位战略，同时尊重欧文希望产品更亲民的意愿，最终定价899元。"她强调安踏不会刻意限量炒作价格，未来将扩大产能满足需求。
ANTA Vice President Zhu Chenye stated: "While signature shoes from other brands often exceed 1,000 yuan, we adhere to our mass-market positioning strategy and respect Irving's wish for more accessible products, hence the 899 yuan price point." She emphasized ANTA won't artificially limit supply to drive up prices and will increase production to meet demand.
全球化战略布局：从产品到品牌文化
Globalization Strategy: From Products to Brand Culture
安踏的全球化战略包含三大核心：产品创新——将最新科技融入运动装备；文化融合——通过国际赛事赞助和明星合作提升影响力；渠道拓展——建立全球销售网络。公司计划未来三年品牌流水实现10%-15%的年复合增长。
ANTA's globalization strategy focuses on three pillars: Product Innovation - incorporating cutting-edge technologies; Cultural Integration - enhancing influence through international sponsorships and star collaborations; and Channel Expansion - building global distribution. The company targets 10%-15% annual compound growth in brand sales over the next three years.
专家指出，中国运动品牌出海面临品牌认知度低和文化差异等挑战，需要制定本地化营销策略。对安踏而言，海外市场仍是潜力巨大的增量市场。
Experts note Chinese sportswear brands face challenges like low brand recognition and cultural differences when expanding globally, requiring localized marketing strategies. For ANTA, international markets represent significant growth potential.
