National Hot Runner With Fire Running Shoes Market

As a sport without a high technical threshold, running is becoming a popular sport all over the world. A set of figures can explain the hot degree of domestic running: in 2011, there were 22 marathon events in China and 39 in 2013. The number of participants increased from 400 thousand in 2011 to 750 thousand in 2013. This has surpassed that in the United States. According to the annual marathon annual report, 518 thousand people in the United States participated in the marathon race in 2013.

　 　 Running shoes Explosive growth in the market

In addition to all kinds of running events in China, many of the streets and alleys in urban and rural areas are wearing more headphones and silent jogging. Data show that the "new race family" market is showing explosive growth. Currently, the proportion of people running as a sports mode is 41%. Among them, the number of people who started running in the past year was 33%, and the participation time was nearly 60% within three years. It can be seen that quite a few people in the running army are "new runners". This shows that the domestic running market is at a stage of rapid development, and more new forces will continue to join.

Today, the "new race" will choose more outdoor running, so they need a good pair of running shoes first. Running shoes Facing huge market space. According to industry sources, the share of running shoes has exceeded 30% of the sports shoes market, ranking first among all sports equipment categories. Not only is the local brand like Lining, but also the international brands such as Adidas and Nike have increased the investment of running shoes market. From the consumer's acceptance of running shoes brand, international brands are more popular, but as long as the cost performance is appropriate, domestic brands also have many market opportunities.

　 International brands focus on promoting research and development

Running from "civilians" has become the focus of Nike's marketing in China, though Nike is a good sports company that is good at playing stars. But in the running shoes market, Nike hopes to get more people to run and wear their products through running events and activities.

Since last year, Nike has sponsored the Shanghai marathon and has signed up to become the top sponsor of the Shanghai marathon from 2013 to 2015. Huang Xiangyan, senior communications director of Nike Greater China, said: "our focus is not just sponsorship, because in a sense, Nike does not lack brand awareness and exposure. What we value is how to make participants enjoy and love running.

In November 2013, Nike The introduction of a new market activity "run away to understand", by a 60 second main movie run (TheRun) and five runner interviews short film of interactive advertising, 74 year old runner Sun Gengsheng, Taipei street running club, Hongkong blind runner Fu Tifen, Shanghai Fudan three sisters and hurdle world champion Liu Xiang and others to share with you the impact of running on their lives and lives.

To cater for the love of running and chasing fashion groups, Nike will soon release a running shoe that can automatically tie shoes. The running shoe contains a sensor for detecting the ankle. When the pressure is induced, the small motor behind the shoe will start in time, and the shoelace will be automatically fastened. The whole process will be controlled by the embedded chip built in the sole.

　　 Local brands compete for entry market

There are two kinds of marketing strategies for the running market: one is to enter the relatively mature line of sight among the senior users, the other is to form a word of mouth among these senior users in order to influence the "new race" in the future. The other is to create an introductory product for beginners with the help of the market development trend, so that the "new runners" can directly see their professional equipment.

Faced with this popular running craze, some domestic brands have chosen second marketing strategies. When the major sports brands have locked the positioning of professional running shoes, when the domestic large marathon games become the hot spots of sports brand competition, Hongxing Erke has another way, shouting "you do not need professional running shoes", causing a great stir in the industry. Hongxing Erke introduced a series of cartoons like "you don't need professional running shoes" last year, breaking the distinction between professional running shoes and "micro running shoes", aiming at the fatal weakness of professional running shoes. The sneakers rely on the fashionable appearance, colorful design and multiple suitable uses to raid the blank market between professional running shoes and casual shoes.