Bi Mai: From The Boss To The Employees To The Users, They Use "Participatory" Marketing.

Running is simple, but running equipment is luxurious, with only one pair of high-tech ones.

It's going to cost thousands of dollars. Like the author, I want to experience the one-step weaving of vamp, TPU heel support, double density midsole, and a high-tech installation to prevent twisting.

At this time, there was a man named "Mai Mai".

The emergence of a low price of three hundred yuan, one thousand yuan of enjoyment, so that a group of runners began to move.

Then, what kind of company is it? What kind of company does it have? From the establishment of the company in February 2015 to the first product line in April 2015, and now it has been seen in the public view with its own rhythm and way, and only one year and a half later, they have only done one thing: "change the rules of the traditional industry for more than 40 years! Build a brand new sports business mode with runners, so that everyone can afford a good product with high quality and low price.

A picture reveals the price chain of running shoes:

Running shoes price

Bi Mai has been very low-key in the past year and a half. Some people say that marketing is not in place, but the author prefers to believe that it is waiting for a time to contact: the key to detonate the running market.

From the boss to the employees and to the users, "Participatory" marketing is used.

At the same time, low-key must also take a little effort.

Online, from WeChat

Jingdong also has various stores to start together, while more than 500 Tucao members are installed.

Under the line, there are nearly 50 shops in more than ten cities, and a variety of running activities such as Chaoyang small monster running.

Besides, it also focuses on employees and users.

On the staff side, running and punching cards at work time can also run for 13 hours for a pair of new products and feel wear resistance. On the user side, in order to further optimize the running shoes function and launch a wave free experience activity, the newly launched Park 7 Heritage has sent out 1000 double free places of experience, pushing the product to the consumers, letting them feel the feedback information of the products, not afraid of problems, only solving problems. The viral marketing side helps him to radiate among thousands of users -- all of them are in the layout, after all, every step from 0 to 1 is surpassing and not so simple.

At the same time, in fact, there must be a big crocodile in the navigation, Zhang Zhiyong, founder Zhang Zhiyong, from a small employee to the president of Lining, to make Lining big and strong, from one billion to nearly ten billion, and after more than 20 years of work experience, after his resignation from Lining in 2012, he has finally been waiting for the upgrades of the sports industry for two years.

They run from the first run to the two horses in one year, and each new product is tried on the front of the body in person, from production to operation to the later stage, and the whole staff participates in the whole staff's feeling.

Using "Participatory" marketing, giving voice to consumers, must have an explosive effect.

But I want to emphasize that participatory marketing is good, but when participation becomes interference marketing, the accumulation of information will have a disorder effect on enterprises.

Therefore, it is important to participate in the audit of marketing: screening, reading - resetting.

Moreover, participation in marketing alone can not make enterprises bigger.

At present, Bi Mai is a running group and a "word of mouth" word-of-mouth based on users. But when I took part in half horse, I could see that there was only a handful of sincerity in the 6000 person's scale.

The mode of wide competition will become more and more innovative in the future.

Although the sports products are slow and meticulous, the sports outlet is not waiting for people. The major brands are coming out with all kinds of new black technology, so that the running equipment industry is approaching the Red Sea rapidly.

Therefore, in addition to focusing on its own development, we must broaden our horizons while looking for breakthrough points in the major sports brands at home and abroad.

At present, Zhang Zhiyue, who also worked as a sales colleague in Lining for five years in Lining, founded NATAPER brand.

The brand's main mode is "personalized + professional + forced grid", the first running shoes OK42 sells for 769 yuan, the author went to Taobao to see the sales volume, it is very small indeed, three stores add up ten sales volume, the total evaluation is only 150.

這其實給了想要在跑鞋市場發光發熱的企業敲響警鐘，資本市場不認“原創”字眼是否文藝，只認你有沒有市場能不能給資本帶來利好，必邁給自己的定位是為國貨精品，國貨精品現在有么，有，以李寧安踏為代表的一派國貨正在上演激烈角逐，李寧今年開始試水互聯網+，推出的智能跑鞋上架一個月銷量破十萬，安踏更是在2015年成為第一個過百億的國內體育用品公司，從安踏公布的2016年上半年業績報告來看，安踏半年利潤11.3億元，比李寧、特步、361度三家利潤之和還多3.64億元，發力越來越猛;互聯網運動品牌有么，有，而且可以預料的是，會有越來越多的運動品牌與智能可穿戴設備還有互聯網元素聯合，前后夾擊，必邁要做到國貨互聯網精品還要多久?

Focus or block the way back.

Concentration is narrowing, and the focus on the field of running shoes seems to mean that the road ahead will be limited.

And Anta, like Nike ADI and Lining, is a multi directional brand in running shoes, basketball shoes and sports shoes.

In addition, they can use the advertising source and sponsorship export is also wide, all kinds of events from the National Games Asian Games to the world championships Olympic Games, can strive for brand sponsorship, national sports events can also strengthen their sports image.