Targeting Market Segmentation Consumer Demand

Sales of more than 40 million pairs

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The number of pcripts submitted in 2015 surpassed Nike's sales of sports shoes in the Chinese market.

Behind the increase in sales is Anta's relentless pursuit of product innovation. According to figures released by Anta annual report 2015, the proportion of innovative products in Anta's overall sales is 30%, and the profit ratio is 50%.

Similarly, 361 degree intelligence developed with Baidu

The "power nest" technology series running shoes developed by XTEP power lab, the intelligent application of "medical + sports" developed by HOSA international and the hospital, and the small soccer field developed by Shu Hua for teenagers.

All have become the new profit growth point of enterprises, and the sports industry in Quanzhou has entered an innovation driven period.

Research investment continues to increase. "Good product is the foundation of Anta's career, and it is also one of the most important factors for Anta to achieve billions of dollars."

Zheng Jie, executive director and brand president of Anta group, said that Anta was willing to spend heavily on product innovation and product research.

In 2005, Anta set up the first sports science laboratory in China's sporting goods industry at a cost of 30 million yuan.

From 2012 to 2015, the proportion of Anta's research investment in the cost of sales was 3.8%, 4%, 4.3% and 5.2% respectively, and the proportion of investment increased year by year.

A lot of investment has been rewarded.

Anta sports science laboratory has been selected as the first "national enterprise technology center" in the industry. At the same time, Anta has contributed more than 60 state-level patented technologies to Anta, and has developed popular technology such as soft column technology, breathing net technology, double bearing technology and five drive control technology.

At present, Anta group has set up a number of R & D design institutes in the United States, Japan and South Korea. Innovative products of science and technology have become new growth drivers. The proportion of innovative products in the overall sales of Anta is 30%, and the profit ratio is 50%.

In order to strengthen the position in the field of running, the "power nests" technology series running shoes developed by XTEP power laboratory have entered the third generation. By upgrading the core technology - power nests, the runner's running experience has been improved. At present, the power nesting technology has been applied to the products of basketball shoes, comprehensive training shoes, outdoor shoes and so on, so as to enhance the overall technological content of XTEP footwear products.

PEAK has also been developing R & D and design innovation as the core competitiveness of enterprises.

At present, PEAK has four major product R & D centers in Quanzhou, Beijing, Guangzhou and Losangeles.

"For sports brand, the future competition will be the competition of R & D design capability.

Only by constantly developing innovative technology and innovative products can the brand become more viable and competitive.

PEAK CEO Xu Zhihua said.

Targeting market segmentation consumer demand

Based on the original field and continuous innovation, some market segments and new consumption fields have also become the breakthrough point of innovation driven by Quanzhou sports brand.

In order to solve the social problems of children lost, 361 degrees cooperated with Baidu to develop 361 degree smart children's shoes. The 361 generation intelligent children's shoes first generation products have six major functions. One of the core functions is to locate children. If children are lost or lost, parents can easily find him.

Due to the rigid demand of parents, intelligent children's shoes are now selling more than expected in the market, and second generations of products have been developed.

In view of the expanding trend of chronic diseases and sub healthy people in China, HOSA International Limited has begun to develop new service market, cooperate with many hospitals in the country to develop health assessment and management applications, promote the "medical + sports" intelligent fitness mode, and promote the scientific and scientific fitness mode.

Shi Hongyan, President of HOSA, said that when big data became the trend, the gym should also consider the development of intelligent equipment application. "Only by constantly updating itself, will the market be abandoned."

In the past few years, Shuhua sports has been involved in the minors' consumption market. Taking the scientific training of teenagers as the starting point, we have developed and produced 360 kinds of products, such as "round football field", "multi function sports field" and "five player soccer field", which are suitable for teenagers.

Among them, the 360 round football field is designed for young people, with a small footprint, suitable for use in schools, amusement parks and other places. The five player soccer field with purse seine system can effectively protect athletes and spectators, so that teenagers can get better protection in the process of sports.

The development of new products has met the consumer demand of the market segments. Shu Hua's products have been recognized by the market.