What Is The New Running Economy Like New 100, Nike And So On?

I wonder if you have noticed that almost all of your friends are running.

Even the marathon, which used to sound far fetched, has many friends involved.

Every day, micro-blog and friends circle are open to all kinds of experiences, such as mileage, roadmap, calorie, vest, new equipment and running.

This makes people like me who don't like running naturally and occasionally produce a sense of crisis that OUT will never run again.

In particular, when you see those runners who are full of vigor and vitality and run with sweat smiles and happy smiles, there is always a complex feeling of envy and jealousy mixed with light sadness. Look at them, oh! How healthy and energetic!

Well, it's a little far away.

Let's go back to running itself.

Let's take a look at what the major brands are doing for running.

New Balance (New 100) China's first running theme store opened recently in Guangzhou.

As a running concept store, New Balance will show the brand development history, the most advanced product technology and the most professional shoes.

At the same time, it will also become a platform for Guangzhou jogging enthusiasts to share the concept of healthy sports and LOHAS.

Adidas is known as Shanghai's "running sacred place", a new running base in Binjiang, Xuhui, Runbase has been opened recently.

Runbase base has three functions: experience, service and rest. Members can try out Adidas's latest professional running equipment.

At present, there are Adidas Runbase cities in the world, including Tokyo, Boston, London, St Paul and so on.

The sales volume of Nike's running series products has maintained an annual growth rate of over 30%, far exceeding the two major categories of football and basketball.

In addition to sponsoring the marathon, Nike also organized various kinds of jogging competitions, organizing running club and developing intelligent hardware and software.

In terms of marketing, Nike has always been in the lead, and the "run to know" network interaction is impressive.

More crucial is the integration of the sports social network extended by the Nike+ platform of big data, which is also the quintessence of Nike's brand business mode.

Once the third largest sports brand in the world, Reebok, a sports brand that has been acquired by Adidas, is now running a treadmill business.

In the Gome, Amazon China, Jingdong and many other e-commerce sites, there are Reebok treadmills for sale.

Anta sports has launched 5 major running shoes technology, such as elastic glue, flexible column, easy bending, energy ring, double bearing technology, and so on, to make full use of the running market.

At the same time, you publish "you are runner, Run With Me" running strategy, and specially create "Challenge 100" running shoes to help China's marathon marathon, the famous Chinese marathon runner, to complete 100 marathon's miracle challenges in 100 days.

Lining ranked running as one of the five core sports categories.

Work together with millet to create new smart running shoes and enter the field of intelligent sports.

The two sides plan to launch the first batch of two pairs of running shoes, one is Lining's top runners, and the other is Lining's brand new style, known as price fixing, creating a new low price for intelligent shoes.

PEAK has recently launched a new professional running shoe "arrow feather" and signed a cooperation agreement with six marathon world champions such as Marius Jim tower.

In the field of running, PEAK, with its strong strength, not only signed top professional events such as the Dalian International Marathon, world track and field challenge, but also drew close distance with consumers through a series of mass running activities.

Running products have become the second best selling category of PEAK after basketball.

XTEP will run as its core sport category, not only a partner of several heavyweight track and field events, but also a domestic marathon in Xiamen, Chongqing and Tianjin. It is committed to providing professional runners with professional running goods and service systems.

Beginning in 2012, XTEP set up a "special runner race". It regularly organized special training sessions and activities to provide professional exchange, professional training and running activities for many runners.

In Shanghai, Jili sports tries to run the concept store of running water, and tries to explore a new direction of user experience and single store concept.

This running concept store integrates elements of running into every corner of the shop. The current mainstream running equipment can achieve one-stop shopping here.

The prophet of warm spring duck.

Look at the movements of these sports brands. Perhaps you know that when we talk about running, we really want to talk about something else.

Running is the cheapest, the most convenient and the simplest sport. Whenever and wherever it is, it can run without any need of equipment, no need of coaches or professional venues, especially for lonely and single people.

You may not be able to make a journey that you can walk away, but it's easy to run a sport.

It seems that only a pair of shoes is enough.

However, once you really run, you may find that the so-called zero threshold exercise in the name of health is completely a trap. For the most basic shoes, the life of a pair of running shoes is about 1000 kilometers. If you use the same pair of running shoes frequently, you will have to change a pair in three months.

In the circle of running friends, they have the number of running shoes, and the nicknamed "crab" and "centipede".

With a pair of running shoes 500 yuan, whether it is "crab" or "centipede", this consumption is considerable enough, and the market is attracting more attention.

Is there a pair of good running shoes? Oh, NO! Shoes are just the tip of the iceberg.

In the process of running, you will find that more and more things are needed, and they all seem so necessary -- kettle, sports headphones, sports bracelet, pedometer, heart rate function watch, wrist watch, knee pads, windshield glasses, fast drying clothes, compression pants, sweaty socks, headscarves, backpacks and so on. In addition, all kinds of APP applications should be downloaded to record and share the results in social platforms and PK.

If you are in a marathon, it will also have to be equipped with higher tech and more expensive equipment, such as the hottest smart wearer at the time.

If you are lucky enough to take part in the marathon race abroad, you will have to prepare for a lot of traffic, accommodation, visa fees and so on.

Some people divide their running friends into several categories: entry level (Rookie) runners, equipment control runners, high class runners, business sponsorship runners, local high class runners and so on, which may even cost a hundredfold.

Haruki Murakami, who runs every day at the age of 33, says he runs, running only in principle, running in blank space, perhaps in order to get a blank.

Running brings us different feelings: health, happiness, ease of stress, social interaction, participation and self affirmation.

Or run like Haruki Murakami in order to get a blank.

No matter what the initial intention of running is, a very obvious trend is that running has become a part of more and more people's life and become a way of life.

The frugal and cheap running sport is actually forming a huge industrial cake that is hard to predict.

Behind thousands of running friends, the "running economy" is quietly forming.

With the explosive growth of runners, running has become a popular carnival.

In Xiamen, Beijing, Hangzhou, Guangzhou, Shanghai and other cities, marathon competitions take turns. Participants, apart from running friends, are of course indispensable to major brands, sponsors, publicity platforms and so on.

In 2014, the number of participants in the national marathon reached 900 thousand, of which more than 260 thousand were involved in the whole process and half of the race.

It can be imagined that as the sports policy becomes more and more relaxed, the domestic marathon will usher in a new round of blowout.

When all the marathon places need to be Yaohao, they are as difficult to get as spring tickets, and running in China's golden age may be coming.

Running forms a new way of life, bringing out a huge industrial chain.

Growing consumer groups, expanding market space and unpredictable business profits are swelling blood.

In addition to sports equipment, sports equipment and sportswear, related industries include digital products, social software, Internet platforms, tourism, catering, service, stationery and so on. According to incomplete statistics, many projects including Gudong, Teng MI, and sports in 2014 have been favored by the capital market. Many investment institutions such as Sequoia Capital, Softbank China, Ping An Innovation Investment Fund and so on have emerged.

To be sure, the competition in the running market will become more intense with the dividend policy of sports, the continuous integration of capital strength, the major brands competing for participation and the growing consumption crowd.

Everyone has reasons for running. When running becomes a popular way of life, it will inevitably become a business boom and a business that allows capital to covet.

However, as a new race that is not a new invention or even an ancient sport, the current business boom has made us aware of the new energy burst out when the old lifestyle of sports and fashion is combined with emerging technology products and strong capital strength.

This is a thought-provoking thinking.

In this great marathon race, how to integrate the concept of sports with intelligence and big data, and how to skillfully borrow the Internet + is the key to winning the business. And winning the right to win is always in the hands of consumers.

Understand this principle, capital or brand business, so that we can work steadily and firmly against the sun.

Xiaobian believes that in today's situation of multiple industrial chains, it is a wise move to cater for the interests and needs of sports enthusiasts through big data mining.

Whether online brand wars or offline drainage, there is only one goal: to build their brand and products in a broader market.