Arthur, MIZUNO And Other Minority Sports Brand Outbreak

In the trillion dollar runway market, in addition to directly stimulating the sporting goods market, such as clothes, running shoes and other basic equipment, wearable devices are also used.

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In addition, the venue providers are usually borne by the park, which is a rare opportunity to explore commercialization for parks playing a long-term role in public welfare.

According to Zhou Shuo, director of the general manager office of Beijing world Olympic Forest Park development and Operation Co., Ltd., Orson park operator, from 2011, Orson park has one hundred or two hundred running competitions every year, and more than 5000 large-scale activities take place more than ten times a year, Orson Park provides venues, security and sanitation.

This means that Orson park has a road running every two days on average, and there are more than 5000 people running on a large scale every month.

At the same time, according to people familiar with the matter, a road race with a scale of more than 5000 people will cost about 200000 yuan for site use.

This is not a small income for the open Orson park.

To become a running place is not only a great ecological environment, but also three runways with a length of 3 kilometers, 5 kilometers and 10 kilometers.

The 18 km long plastic runway built in 2011 has become the turning point for Orson park to pform itself into a running resort.

According to the reporter, many parks in Beijing have basically no fees, and they maintain low consumption through issuing annual tickets and monthly tickets.

Most of the funds such as wages, benefits, garden maintenance, construction and management come from the government appropriation. The income of tickets is not very much related to the interests of individual departments in the garden department.

But in the view of landscape experts, parks can be charged at zero, but they can not earn zero profits.

But in the pursuit of profit, the park is too commercial to be met by the public. The Tiantan park has been criticized for introducing the "only designated liquor". However, Tiantan park has to spend millions of yuan to perform the festival.

Running is a good commercial opportunity for parks still hovering in the era of ticket sales, because the park's natural environment is excellent, and the runway is still within the park's scope.

Beijing Taoranting Park Park, Chaoyang Park and many other parks surrounded by mountains and rivers have been chosen by citizens as a daily running option. If a professional runway can be provided, it can increase Park popularity and increase Park profitability.

However, as Zhou Shuo said, consideration should be given to taking part in activities. "Positioning must conform to the park concept, pure commercial activities are not very favorable, and time arrangements will also be considered to ensure normal holiday activities."

At a 5 kilometer road scene, the reporter observed that the sports brands that everyone familiar with is not common on the runway. ASICS Arthur and Mizuno MIZUNO have become the most popular brands.

These two are focused on running.

Brand is not familiar to everyone, but as the number of runners increases, it also slowly enters the public view.

Arthur, who entered China in 2006, opened his first concept store in Beijing in May this year. Data show that the sales volume of Arthur's China region has increased by over 50% over the past two years.

A year ago, MIZUNO opened its first running concept store in Shanghai.

In addition to showing products related to running, there are various foot measurement systems and recommendations for matching running posture, sports consultants, fixed lectures and so on. These professional shops are few in China before, and their appearance also indicates that the scale of the domestic running market has already taken shape.

Jiang Xinggang, the marketing department of MIZUNO, told the Beijing Commercial Daily reporter that according to the sample test of MIZUNO, 70 million people participated in running this sport every year, including large events and grassroots activities, and the stimulation to products and brands was obvious.

"Professional running products need to have certain precipitation to accept sports."

For running products, foot testing, matching single products, matching running posture and other value-added services are equally important for runners. Jiang Xinggang said that the national market will be expanded through the way of O2O. "Our running service is based on data analysis, and can be completed in stores and online. At the same time, Jingdong, Tmall and WeChat platforms have already opened official shopping channels."

The rise of the industry chain extends from clothing shoes and hats to intelligent equipment, and the excavation of big data by traditional sporting goods companies also makes jogging an increasingly data based industry.

Today, endless wearable devices and sports social platforms are refreshing the "three views" of running.

Nowadays, most wearable products such as plump bracelet on the market can carry out data tracking, such as walking number, distance, calories consumed, etc., and synchronize with smart phones, and can be shared on social platforms at any time. It is undeniable that one of the 7000 runners is committed to participating in running sport based on the pleasure of sharing.

Adidas and Nike are already involved in the field of intelligent hardware.

Nike is the first company to start developing intelligent hardware in sports brand. Nike+'s FuelBand has become the most successful wearable hardware.

Although not relying on intelligent hardware to make money, Nike will focus on the operation of Nike+ online platform in the future, but for the effective marketing and product design of effective crowd, the market of wearable hardware is still in its infancy.

Adidas launched an intelligent running watch at Mobilize2013 conference in San Francisco last year. It will provide users with functions such as location, distance, speed and heart rate monitoring, and then provide personal guidance for runners based on these data (mainly heart rate).

These instructions will not only be displayed on the screen of the watch, but also can be received by Bluetooth headset through voice prompts.

In addition, it also has a built-in media player that can play music.

However, insiders pointed out that the above equipment can not effectively help people to provide sports efficiency.

The latest generation of wearable devices can not only render data, but also provide analysis, such as Moov, Lumo Lift and Wahoo, which are more intelligent, can help you correct the running posture, stand more upright and jump higher.

In a sense, the deep excavation of running data will extend the boundaries of the industry to unthinkable.