Kunpeng Project
Dark horse of global brand sales: the sales of a single brand exceeded 21.9 billion, and 46 gold medals were won by relying on a shoe.
By 2023, there will be more than 400 marathons in China, from first-tier cities, to third-tier cities, and even **.
In this game, there is a huge consumer, and that is sporting goods.
We are familiar with Nike, Adidas, Under Armour, Puma, Anta, Li Ning, Xtep, 361 degrees, Peak, these are all well-known brands in China, and in professional sneakers, there are also two brands that should not be underestimated, namely Japan's ASICS and Mizuno.
ASICS is the strongest running shoe in the world, the other three being New Balance, Saucony and Brooks.
According to published information, ASICS (ASICS), which is derived from the Latin word "anima sana in corpore sano", which means health, was founded in 1949.
ASICS established the School of Sports Engineering in Kobe, Japan in 199 with the aim of preparing students to better adapt to ergonomics. ASICS then entered the Chinese sports industry, first setting up a company in Jiangsu and then a ** company in Shanghai.
According to the "Top 100 Japanese Brands in 2022" released by Interbrand, a brand consulting agency called Interbrand, ASICS ranked 54th, and its brand market value increased by 15% from the same period last year to 8$6.8 billion, making it the only sporting goods company on the list.
Kihachiro Onizuka, on the other hand, was in despair after the First World War in Japan, unsure of his life path. Therefore, he is determined to build a sports brand that promotes the coordinated physical and mental development of young people. In 1949, the predecessor of ASICS, Onizuka Co., Ltd., was established.
Kihachiro Onizuka originally thought that during the Olympics in Japan, people usually use a shoe called "split-toe socks", and Kihachiro Onizuka invented a marathon sneaker called "Marreton". 19-year-old Shigeki Tanaka used these shoes to complete the race in 2 hours, 27 minutes and 45 seconds, and became the winner of the Boston Marathon.
At the 1964 Tokyo Olympics, the 46 gold medals won by the athletes dressed in "onizuka" costumes, which was impressive.
According to the released figures, ASICS's sales revenue from January to September this year increased by 23% from the same period last year to 448.1 billion yen (21.9 billion). Among these products, sales of Onitsuka Tiger increased by 408% to 44877 million. It can be seen that there are still many loyal fans of ASICS, and he is looking forward to the emergence of a Chinese product that surpasses ASICS in the future and goes to the world.