First of all, from the current market positioning, Archaeopteryx originally took a high-end positioning, and the price of a coat or a T-shirt was as high as several thousand yuan, so consumers who bought the Archaeopteryx brand had strong spending power, so the price rose from several thousand to tens of thousands, which did not have much impact on this type of consumers. Some people have done social surveys before, and the survey shows that the average annual income of consumers who buy Archaeopteryx brand is 2 million or more. Anta must have done a detailed market survey before making such a positioning adjustment, so Bian Xiao thinks this strategy is likely to succeed.
Moreover, Anta has positioned Archaeopteryx as a luxury, which is also beneficial to their brand image. Judging from the current market value, Anta has become the largest sports brand in China and is also famous internationally. But from the price point of view, Anta has been unable to compete with established giants such as Nike and Adidas, so if Archaeopteryx is positioned as a luxury brand, it will help Anta upgrade ordinary products. For the sales volume of Anta Group, an increase of tens of yuan per product will also make the profit of the enterprise reach a new level.
Third, Archaeopteryx's luxury brand itself is a blank market. Because the current luxury brands mainly take suits and business routes, cross-country leisure styles like Archaeopteryx actually have no competitors in the luxury field.
As long as Anta can give Archaeopteryx more support policies and increase publicity and marketing efforts, Bian Xiao believes that Archaeopteryx can become a real luxury brand, which is also good news for Anta Group.