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Why is Converse more expensive than Jai Alai?

2025-10-08 19:59:30 Fashion

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.

1. Price Comparison: Market Positioning of Converse and Jai Alai

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):

Why is Converse more expensive than Jai Alai?

brandClassic modelOfficial selling price (RMB)
converseChuck Taylor All Star439-569 yuan
Back to AlaiWB-1 classic model99-159 yuan

As can be seen from the table, the price of Converse is about 3-5 times that of Jai Alai.

2. Brand Premium: The Value of History and Culture

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.

3. Cost and process differences

Contrast DimensionsconverseBack to Alai
sole technologyOrthoLite cushioning insoleOrdinary rubber sole
MaterialEco-friendly canvas/leatherbasic canvas
production lineGlobal 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.

4. Consumer Psychology: The Influence of Social Attributes

Social media research shows (data source: Xiaohongshu’s hot topics in the past 10 days):

keywordsDiscussion volume related to ConverseAmount of discussion related to Hui alai
“Outfit recommendations”12,000 items3200 items
"Affordable alternative"850 items6800 items

Converse is more often mentioned as a "trendy must-have", while Jai-Alai is more associated with "student parties" and "retro nostalgia".

5. Summary: Where is the value?

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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