Core Insights - The article discusses the emergence of three brands, Arc'teryx, Kolon Sport, and Descente, as symbols of identity among the new generation in the Chinese workplace, referred to as the "three treasures within the system" [1][2] - It highlights the complex interplay between user-driven cultural narratives and the strategic role of Anta Group in amplifying these trends [2][14] Group 1: User Psychology and Brand Positioning - Understanding the "three treasures within the system" requires insight into the core psychological needs of users, where understated luxury is preferred over ostentatious displays of wealth [3] - These brands fill a market gap by allowing users to subtly showcase taste and identity, with cultural meanings and "mystical" connotations assigned by users themselves [3][12] Group 2: Brand Specific Insights - Kolon Sport's logo, resembling upward arrows, has been interpreted by users as a "promotion tree," serving as a workplace talisman that provides emotional value [6][4] - Descente's logo, featuring downward arrows, is humorously associated with the idea of "rooting down and caring for the masses," reflecting a professional yet relaxed identity [9][7] - Arc'teryx is seen as a symbol of status and qualifications within specific circles, with color codes representing different levels of authority [12][10] Group 3: Anta's Strategic Role - Anta Group's strategy involves a two-step approach: positioning its product matrix to capture the high-end market and amplifying user-generated narratives [15][20] - The company has successfully integrated brands like Descente and Kolon Sport into its portfolio, enhancing its appeal to various consumer segments [16][17] - Anta's marketing strategy focuses on subtlety, aligning product features with user needs without overtly claiming the "three treasures" identity [19][20] Group 4: Market Performance and Impact - The financial performance of Anta's "other brands" segment, which includes Descente and Kolon Sport, has shown remarkable growth, with a 77.6% year-on-year increase in revenue, reaching 3.25 billion RMB in the first half of 2023 [21][20] - Descente has surpassed 5 billion RMB in annual revenue, while Kolon Sport is also experiencing rapid growth [21][20] Group 5: Conclusion and Future Implications - The phenomenon of the "three treasures within the system" illustrates a successful collaboration between user-driven narratives and brand strategies, highlighting the importance of listening to consumer needs [23][24] - The article raises the question of which brand will next emerge from user-driven narratives, suggesting a continuous evolution in consumer identity and brand engagement [24]
一只鸟两棵树三条路，谁在营销“体制内三宝”？
3 6 Ke·2025-09-02 05:24