Anta And Other Sports Shoe Enterprises Start A Product Innovation Boom.

January 14th, "buying fashion."

Element 1:

Brand acquisition makes fashion

Compere: what innovative, fashionable and personalized elements have been incorporated into the product and brand in the past few years? What has been achieved?

Xiong: for professional sports brand, technology oriented, comfortable and durable is the product's fundamental. But in recent years, sporting goods are becoming more and more popular. Therefore, enterprises are trying to integrate some young, fashionable and sunny elements in the new model.

Ding: different from other shoe making and garment enterprises, sports products enterprises need sports needs, so products need more professionalism.

Sporting goods enterprises should integrate into fashion elements and buy other fashion brands.

In 2009, the company acquired the business of Fila brand with fashionable design concept in mainland China, Hongkong and Macao, so as to catch the development potential of China's fashionable and high-end sporting goods market by means of acquisition.

As a sports leisure brand, Fila integrates advanced technology and fashion design ideas into products, leading the development of many elegant sports related products such as tennis, skiing, golf, yoga, racing car and so on.

For enterprises, the acquisition of this fashion brand can not only bring new business growth points, but also complement the main advantages of the brand attacking the mass market.

Element two:

Current emphasis on research and development of comfort

Moderator: R & D, what innovative breakthroughs have been made by enterprises?

Ding: the innovative elements of sporting goods are mainly reflected in the scientific research strength of enterprises.

For example, the use of new technology in the design of sports shoes can enable players to be more protected in the event of impact.

Recently, a sports shoe developed by the company has integrated core technology and feel glue technology. It can play a role of cushioning and rebound. It will naturally be more comfortable than ordinary sports shoes.

If we do not enhance the technological content and functional design of products, enterprises will face a crisis.

To this end, the enterprise set up the first sports science laboratory, trying to develop innovative technology used in sports shoes production.

At present, laboratories have contributed more than 41 national patents to enterprises.

Xiong: not long ago, enterprises tried to apply the newly developed "land grabbing system" and "360 degree circulation system" to the production design of tennis shoes.

Because of the updating of the matching ratio of shoe materials and the introduction of special production technology, this tennis shoes are much more skid resistant and comfortable than ordinary tennis shoes.

Lei: in foreign countries, many Adidas and Nike stores have feet measuring instruments, which are well received by consumers.

At present, from a technical point of view, it is no longer a difficult problem for Quanzhou sporting goods enterprises to tailor personalized sports shoes according to the data of consumers' feet, jumping ability and landing methods.

In the future, these enterprises can try to set up foot type measuring instruments in several large flagship stores in China, use instruments to measure feet for customers, and advise customers to buy suitable footwear.

{page_break}

Element three:

Low carbon and non-toxic to seek environmental protection

Moderator: in the next two years, where will enterprises innovate?

Xiong: at present, the demand for environmental protection of shoe materials is increasing. Consumers in Europe and the United States have widely used environment-friendly shoes. Although the popularity of environmental shoe materials is not high in China, it is definitely the next research and development direction of enterprises.

In the next two years, the company will seek breakthroughs in the direction of low carbon and non-toxic shoe materials. On the one hand, we will develop some new shoe materials that absorb shock and high elasticity. On the other hand, we should use more non-toxic and harmless water materials such as water-borne ink instead of traditional ink for vamp dyeing.