经济学人下载:安踏疫情期间做了一些巧妙的策略(2)

That perception stems in part from Anta’s customer base. Its shops are concentrated in medium-sized cities, to cater to consumers that are less well off than those in Beijing or Shanghai, the preferred haunts of Nike and Adidas. A pair of Anta shoes typically costs a third less than a similar pair of Nikes, observes Dallas Cai of Oriental Patron, a broker. Pricier and associated with more global superstars, Nike and Adidas have far more brand appeal.
这种看法部分源于安踏的顾客群体。它的商铺集中在中等城市以迎合消费者，这些顾客不如那些生活在北京和上海，更喜欢光顾Nike和Adidas的人富裕。东英的经纪人Dallas Cai观察到一双安踏鞋比一双相似的耐克便宜三分之一。耐克和阿迪达斯的价格更高，与更多的全球巨星联系在一起，有更多的品牌吸引力。

Mr Ding’s all-hands-on-deck strategy and Anta’s clientele may have insulated the firm from the worst of covid-19’s ravages. Ms Cai observes that, as China began to reopen in late February, residents of cities where Anta is strong may have been less fastidious about social distancing than counterparts in richer locales. Revenues at Anta fell by 20-25% in the first quarter year- on- year, according to the firm’s latest financial update. That looks rosy compared with Adidas. It saw sales in China drop by 58% in the same period.
丁先生的全方位战略以及安踏的顾客可能使安踏免受covid-19最严重的破坏。Cai女士观察到，随着中国在二月末 开始重新开放，安踏销售好的城市居民没有富裕地区的居民那么讲究社交距离。安踏的最新财务报告显示，该公司第一季度收入同比下降20-25%。与阿迪达斯相比，这看起来很乐观。同期，该公司在中国的销售额下降了58%。

Relying on rivals’ bad luck is not a longterm plan. Mr Ding recently wrote that Anta aspires to make the leap from an “affordable brand” to a “desirable” one. He has some more upmarket trademarks at his disposal. In 2009 Anta acquired the Chinese operation of Fila, a sportswear firm with Italian roots. Last year, in a $5.2bn deal, the firm bought a majority stake in Amer Sports, a Finnish outfit with assets including Wilson tennis rackets and Salomon skis. But that may not be enough to take on and beat Nike and Adidas. Shifting perceptions will be hard.
依靠对手的坏运气不是一个长期的计划。丁先生最近写道，安踏希望实现从“买得起的品牌”到“值得买的品牌”的跳跃他有更多的高档商标可供他使用。2009年，安踏收购了Fila的中国业务，Fila是一家总部位于意大利的运动服装公司。去年，该公司以52亿美元的价格收购了Amer Sports的多数股权，Amer Sports是一家芬兰公司，旗下资产包括威尔逊网球拍和萨洛蒙滑雪板。但这可能不足以战胜耐克和阿迪达斯。改变看法任重道远。