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interface news reporter | chen qirui

interface news editor | lou qiqin

american sports brandAVIArecently, it has gained popularity in the chinese market. the weibo post announcing artist cai xukun as the global brand spokesperson received more than one million comments and reposts. the enthusiasm of fans has also driven sales.AVIAafter the official announcement, he couldn't wait to post on weibo.10sales on all platforms exceeded 500 in minutes1000ten thousand yuan.

existAVIAon the official weibo, any content related to cai xukun will receive at least a thousand comments and reposts. even if the spokesperson is not mentioned, the enthusiasm of fans will bring hundreds of comments.AVIAthe microblogs posted usually only receive single-digit comments, or sometimes even zero comments or reposts.

because this is a brand that has been in decline for a long time.

AVIAfounded in1979in 1998, the company initially started out producing running shoes, and later moved into the basketball shoe field.Cantileverthe shock-absorbing and rebounding arch outsole technology has a high volume1980age and1990the era quickly rose, and the famousNBAplayerScottie Pippen、Robert ParishandJohn Stocktonthey are all spokespersons.

but compared to nike and adidas, which can invest a lot of budget in marketing,AVIAin the fierce competition, it gradually became unable to keep up with the times and finally experienced a decline in performance.1990sporting goods companyAmerican Sporting Goodsafter several changes of ownership, it is now a sports brand management group.Galaxy Universala subsidiary of.

frequently soldAVIAexist2000age and2010the decade lost almost all attention until2010it was not until the end of the 1980s that it was re-focused on street fashion.Virgil Ablohdesigned by louis vuitton men's creative directorTrainerthe sneakers became popular, and many people thought that their appearance was aAVIA 880series, which was born in1989year.

but,AVIAit has not become popular again because of this wave of popularity, even though the sports and outdoor trends have been rapidly heating up in recent years.AVIAit has also been in a lukewarm state for a long time.

the information currently available for search is:AVIAat2018it officially entered the chinese market in 2017, and its partner is jiangxi baiying sports technology co., ltd.AVIAthe operator of the wechat public account is avia (beijing) sports goods development co., ltd., and the operator behind the tmall flagship store is jiangxi ganzhou shicheng county runming e-commerce co., ltd.

tianyanchaAppit shows that avia (beijing) sports goods development co., ltd. is affiliated to baiying sports, which is also registered in shicheng county. when searching for baiying sports on wechat, the first search result is a website called“leading the dream”a brand public account that specializes in selling sports shoes, clothing and other products.

baiying sports is not a well-known company, but it is closely related to the well-known american sports brandNew Balancebut there is a connection.

baiying sports once held jiangxi new balance leading trading co., ltd., and the former's legal representative zeng deqiang and vice chairman wu fengqin were once the executive director and supervisor of new balance leading.Appthe english name of new balance is“New Bolune”, the company has now been renamed jiangxi qingpao trading co., ltd.

it is worth mentioning that new balance was once sued by new balance trading (china) co., ltd. for trademark infringement, and the latter wasNew Balancethe main operator in china. case no.“（2022) supreme people's court146number”the verdict showed that new balance was the first to be found guilty of infringement.

aboutAVIAthere are not many reports on its development trajectory in china. it has a tmall flagship store, but there is almost no information about when it opened; its earliest weibo post was published on2023year4in july, the official purchase channel was dewu. the first wechat public account article was published on2024year6moon.

but regardless of one's background,AVIAit is not easy to stand out in the fiercely competitive chinese sports equipment market.

choosing cai xukun as the spokesperson will undoubtedly bring traffic and popularity, but whether it can go beyond the fan circle and bring out specific hit products is another matter.AVIAit is still a brand with low popularity and small scale. apart from entering department stores, it has not yet set up independent stores offline.

for brands with low brand power, the popularity brought by traffic stars is likely to overshadow the brand's own characteristics. once the contract expires or the spokesperson is involved in a public opinion incident, the brand will be greatly impacted.

from a product perspective, basketball and basketball shoes are no longer the dominant force in the sports industry. anta basketball sales have been declining for two consecutive years, accounting for less than15%；2023in 2018, li ning group's running and fitness product businesses grew by 1.1% and 1.2% respectively.40%and25%, but the basketball product business remained flat year-on-year.

considering that a large number of real estate developers are competing for sports brands,AVIAit’s not that there are no opportunities to enter high-quality projects to open stores. but without a hit product and in a field where the volume of voice continues to decline,AVIAthe challenges of taking on traffic are not small. after all, the phenomenon of generating large sales from fans may not be reproduced in the mass market.