FILA Launched The Functional Running Shoes Fence AW

According to the world clothing shoes and hats net,

The market trend has shifted from functional to fashion, and global sports brands are always talking about the trend of the streets.

FILA, whose life is the main player, turns its attention to the field of professional sports.

Autumn, the brand's new functionality.

Fence AW is an important product of FILA in the field of professional sports. This new shoe is called new fabric and can be adapted to different occasions and weather conditions.

FILA Tobin Dorn, vice president of footwear business in Greater China, admits that the brand will have a new trial in professional sports equipment. "At this stage, we are committed to applying the world's leading technology to all kinds of products. At the same time, our R & D laboratories are constantly searching for inspiration from nature, and even applying bionics."

He said that as one of the most important markets in the world, FILA China already has a complete professional sports product research and development laboratory, and will start a five year product plan starting this year.

Prior to that, Yao Weixiong, President of FILA Greater China, stressed in an interview with the interface news that although the brand positioning movement is fashionable, it does not mean neglecting the development of sports professional performance. "Sports and fashion are two lines that do not exclude each other."

Obviously, after the taste of fashion life, FILA now chooses to tighten another line, hoping that the product line can also get strong momentum.

FILA Tobin Dorn, vice president of footwear business in Greater China

In fact, even though the current fashion trend led by Adidas Originals is sweeping the sports consumption market, sports brands have not neglected the development of functional products.

Take Nike as an example, the sports giant brand spent $3 billion 200 million on product research and development in fiscal year 2016, with R & D spending up to 10.46% of sales.

In the international market, brands with innovative competitiveness are in the range of 5% to 10%.

In July this year, the domestic brand market share ranked third, 361 degrees, announced the opening of the two years' research and Development Center for the development of functional sports products.

Anta and Lining, which have excellent local research, are also equipped with professional R & D laboratories.

With the continuous improvement of the movement level and product requirements of mainstream consumer groups, sports brand betting on R & D innovation is almost an inevitable trend.

Under this industry background, FILA also has new actions -- a five year product plan starting this year, and a professional sports product development laboratory has been set up in China.

The brand did not disclose the details of the five year plan, but FILA seemed confident. They stressed that the brand already had a clear direction of development and optimistic about the huge potential of the Chinese sports shoes consumer market.

At the same time, Tobin Dorn expresses its goal so that "we will not only be satisfied with the success of products in one or two seasons. We want to have a place in professional sports equipment and develop and produce high level sports equipment."

In addition to running products, FILA's plan also covers tennis, golf and fitness.

For sports brand, the R & D innovation of product technology is mostly concentrated on sports shoes.

The reason is simple: footwear is considered the most important performance booster for sports brands, and Nike's footwear sales account for 65% of the total.

The sharp contrast is the Under Armour, which has only 20% of the footwear business in the US, which has started with tights technology, and its performance has been in a state of instability for a long time.

Focusing on footwear research and development is a brand consensus. FILA is no exception. Fence AW is the latest assignment.

The brand said that compared with FILA's previous running shoes, Fence AW mainly made innovations in shoelace and fabric technology.

In order to ensure the stability and comfort of shoes, the boa fast bandage system is adopted in the design of shoes, and the vamp material is waterproof, wear-resistant and lightweight, and it adapts to various occasions including ice and snow weather and wet mountain.

In appearance, the shoe adopts reflective seamless film. Besides increasing visual effect, it can play a protective role at night.

When talking about these new shoes, Tobin Dorn introduced the concept of design. "The concept of Fence AW running shoes is very simple. Fence is the meaning of fence. It means that you can include some things, and you can also exclude some things."

Fence AW running shoes

It is worth noting that, whether Nike's air cushion technology or Adidas's Boost series, sports shoes with industry influence almost all innovate in sole technology.

The soles of the new product Fence AW, though equipped with resilience, cushioning and ground holding, do not show the highlights.

In the five year plan of FILA, how to work hard and make essays on the soles is no doubt necessary.

When global sports brands are concerned about the fashion attributes, FILA has shifted some of its energy to functional sports equipment. An important factor is that the brand has achieved remarkable results in sports and fashion life. Anta group's 2016 financial report shows that FILA has successfully broken through the scope of its movement to achieve cross-border fashion, boosting the overall gross margin of the company by 1.6 percentage points to 48.4%.

The growth rate of non Anta main brands is more than 50%, mainly contributed by FILA.

In September this year, the financial services platform UBS report showed that Anta group's net profit in the first half of the year increased by 29%, mainly driven by FILA business, the sales of the latter increased by 50%, accounting for 1/4 of the group's total sales.

In the report, UBS mentioned that the growth potential of FILA was underestimated, and the composite sales growth rate between 2017 and 2020 is expected to exceed 30%.

Obviously, at present, FILA is stepping out of its best sports fashion area and seeking the best time for more breakthroughs.

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