Why is Converse more expensive than Jai Alai: an in-depth analysis of brand premium and market positioning
In recent years, domestic sports shoe brand Huili has re-emerged with its high cost performance and retro design, while international brand Converse has long dominated the market with its classic styles and brand culture. Although the two are similar in appearance and functionality, the price difference is significant. This article will analyze the core reasons why Converse is more expensive than Jai Alai through structured data comparison.
The following is a comparison of the official selling prices of popular shoe models from the two brands (data source: Tmall/JD flagship store, latest price in 2024):
| brand | Classic model | Official selling price (RMB) |
|---|---|---|
| converse | Chuck Taylor All Star | 439-569 yuan |
| Back to Alai | WB-1 classic model | 99-159 yuan |
As can be seen from the table, the price of Converse is about 3-5 times that of Jai Alai.
1. Brand History
Converse was founded in 1908, and its century-old history has accumulated profound cultural symbols, especially its association with rock and street culture. Although Jai Alai was born in 1927, it has long been positioned as a mass consumer product, and its brand story is weakly communicated.
2. Co-branding and marketing
Converse frequently cooperates with luxury brands (such as CDG) and celebrities (such as Ouyang Nana) to push up premiums; Huili mainly relies on emotional marketing and cost-effectiveness.
| Contrast Dimensions | converse | Back to Alai |
|---|---|---|
| sole technology | OrthoLite cushioning insole | Ordinary rubber sole |
| Material | Eco-friendly canvas/leather | basic canvas |
| production line | Global OEM (Vietnam, Indonesia, etc.) | Domestic production line |
Converse is more expensive in terms of detailed craftsmanship and material selection, but user reviews show that the difference in durability between the two is not significant.
Social media research shows (data source: Xiaohongshu’s hot topics in the past 10 days):
| keywords | Discussion volume related to Converse | Amount of discussion related to Hui alai |
|---|---|---|
| “Outfit recommendations” | 12,000 items | 3200 items |
| "Affordable alternative" | 850 items | 6800 items |
Converse is more often mentioned as a "trendy must-have", while Jai-Alai is more associated with "student parties" and "retro nostalgia".
1. Brand value:The symbolic meaning of Converse goes far beyond its practical function.
2. Global operations:Supply chain and marketing costs are higher.
3. Consumer awareness:Be willing to pay a premium for “identity.”
The rise of Jai Alai reflects the improvement of the quality of domestic products, but it will be difficult to shake Converse’s “cultural hegemony” in the short term. For consumers, the choice depends on whether they value cost-effectiveness or the added value of the brand.
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