Arthur Wants To Consolidate Core European And American Markets And Enter Emerging Countries.

Although fame and scale are far from rival.

Under Armour and other sports brands, but Japan's old brand

Brand Asics (

It is still a force that can not be ignored in the industry.

According to the world clothing and shoe net, sales of Japan's local sports equipment market has improved somewhat in the wake of the 2020 Tokyo Olympic Games, but the global sports equipment market is undergoing a great change.

Since its establishment in 1949, the overseas market has contributed 70% of Asics sales, but because of this, brands are more vulnerable to the global environment.

Nowadays, consumers are no longer seeking pure sports equipment, but are also suitable for outdoor leisure sports. The rise of electricity providers has also caused a fatal blow to traditional retailers.

In 2016, Sports Authority, a veteran sporting goods retailer, declared bankruptcy and was unable to close all 460 stores because of its inability to adapt to the trend of consumers switching to online shopping.

Excluding the effect of exchange rate, the annual sales of Asics brand in the past three years have been hovering around 400 billion yen (23 billion 200 million yuan).

Asics president and CEO Oyama (Motoi Oyama) pointed out: "although performance is affected by the downturn in the industry, the group itself, commodities, marketing strategies, sales channels and so on still have problems."

To achieve the goal of increasing sales to 750 billion yen (43 billion 500 million yuan) in 2020, Asics recently launched a medium-term reform strategy.

Photo source: Asics official website

Strengthening digitalization and sales channel construction

In March 2016, Asics announced the acquisition of running app Runkeeper with $85 million to further strengthen the brand's digital strength and to close its relationship with users.

A few months after the acquisition, Asics set up the Asics Global Digital (Global Digital Division) to implement digital strategy and e-commerce website. Runkeeper's team will support the brand to further improve and enhance the experience of e-commerce website.

In addition, Asics has also strengthened the restructuring of distribution channels in recent years, in addition to opening direct outlets and launching e-commerce sites.

In 2010, Asics & Co., the US branch acquired the Agence Quebec Plus Ltd., a Quebec based North American market distributor, at an unknown price.

Kanno Katsuo said that he would continue to consider acquisitions, but the reason was simply that he did not want to become an object of purchase by others, but he did not disclose more details.

Consolidate core European and American markets and enter emerging countries

Even after a time of highly sought after brands, in the blink of an eye will be labeled "soil", brand promotion is also more difficult.

Kanno Katsuo pointed out that the size of the brand logo and its line is the key.

With more consumers starting to hate the obvious big logo, brands can follow a principle: when they are big, they will shrink whenever possible.

"For instance, there is no problem in using big logo in competition occasions, and some conventional items should be properly reduced."

As the first big market of brand, Asics takes running products as its core, and actively deals with the trend of the US market.

Like its competitors, Asics has paid special attention to women and younger generation consumers in recent years, and has launched more sportswear suitable for everyday wear. In the future, more stores and more personalized services will be launched in the United States.

If microwave technology is applied to the customized service of color running shoes sole.

Asics pointed out that despite the steady growth in European market sales, the overall trend is almost the same as that in the United States.

In September 2017, Asics said that it would open a store in Milan and open hundreds of stores in the European market in three.

Expanding the customer base of emerging markets, especially the Chinese market, is one of the core strategies for brands to achieve the 2020 goals.

Brand hopes that the Chinese market will continue to maintain rapid growth.

In recent years, with the call of the government to enhance health awareness, sports activities such as marathons have been actively launched in various regions to promote the rapid growth of sales in China.

Last year, the brand opened a flagship store in Shanghai.

Apart from the Chinese market, the brand plans to set up branches in Southeast Asia, South America and other potential markets, and set up more direct stores.

Made in Japan

In the prevalence of overseas foundry, Ascis recently built a new garment factory in Japan.

Kanno Katsuo pointed out that the cost of China's factories is increasing, including pportation, logistics and tariffs, while production in Japan can be followed up.

"For example, when overseas track and field teams come to Japan, we can produce products immediately according to the players' interests and specific circumstances."

Asics will produce goods for other companies in the future.

Word of mouth is higher than advertising endorsement.

It is an industry practice to hire celebrities as spokesmen and expand their popularity. Nike, Adidas and so on are inviting professional athletes every year for billions of dollars.

Kanno Katsuo bluntly said that Ascis would not have the ability to do this, but it did not mean that the brand would abandon the brand marketing, and more importantly, it would pass the word of mouth and lay a solid customer base.

"Americans in the 1980s used us to play the role of sleeping lions. People who used our products were full of praise.

People in Holland, South Africa and many other places told me that they would wear Ascis shoes.

Unconsciously, there are a lot of customers who like our brand products all over the world.

Talent cultivation

In view of the fact that more talented Japanese talents are being picked up by overseas companies, Asics will slightly raise staff salaries in order to prevent further brain drain.

Since becoming president of the company ten years ago, Kanno Katsuo has launched a phased personnel system: graduates can be promoted to managers in the shortest four years, five years up to department managers, and enter management at the age of 45.

As for the successor's election, Kanno Katsuo said internal promotion and external recruitment are possible.

Asics pointed out that the principle of diversity will be implemented in the future without hiring age, sex and nationality.

By the year December 2017, there were more than ten thousand Asics staff members, including sales staff, but only 20 of the entire core team.

Kanno Katsuo hopes to focus on training core team members, thereby promoting the brand breakthrough.

That is to say, Asics will break the management mode of Japanese traditional enterprises, do not ask about their work experience, and serve according to their abilities.

This has nothing to do with the personal experience of Mr. Kan's life. He himself switched to Asics from the Japanese company of Yanjing company (today's double day trading company) in 1982 and grew up from the marketing secretary, European market president and CEO.

Note: the current 100 yen is about 5.8 yuan.

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