Do You Think The Domestic Running Shoes Are Moving Towards The Development Of Science And Technology?

After 185 grams of Li Ningchao light, 160 grams of XTEP racing 160, Anta also produced a pair of shoes allegedly weighing only 130 grams.

In April, Anta held a press conference for the new product line FLASHLITE hydrogen run near an art museum near Beijing 798. The venue was arranged in an exhibition. Dozens of pairs of shoes were lifted up at random, but the Chinese word "light" was printed skillfully on the wall.

This is a few big moves in the running market after Anta's "challenge 100" project ended a few years ago.

They have shot two video clips for the running shoes. They are two big ant pulling shoes tests, and paper shoes and FLASHLITE hydrogen running shoes.

The former is supervised by the "water brother" Wang Yuheng, who is the hot program "the strongest brain". The latter has found the Japanese paper artist, Guang Wu Li, to restore Anta hydrogen running shoes one by one.

In these two experimental videos, Anta's hydrogen running shoes prove their own light -- two ants pull the shoes, and the paper shoes are heavier than the real ones.

The two short films were spread through the public numbers of Anta and carried out by WeChat friends circle.

At the same time, Anta also brought two experimental devices to the conference site. Hundreds of ants crawled in the box, and the shoes and shoes at the scene were somewhat more curious than the weight. However, they attracted the attention of the media, guests, and live anchors.

At this conference, Anta announced a joint name with Coca-Cola. Apart from FLASHLITE, there are many Coca-Cola joint products released on Anta's official Tmall mall.

Although there are different inputs in brand communication and product planning, running shoes have always been a very important category of major sports brands. Although Anta has made little effort in the past few years in the marketing level of running, the sales of running products have always been an important proportion in the sales of its main brands at the business level.

At the end of 2018, running shoes and comprehensive training became an independent category of Anta.

The introduction of new running shoes, matching a series of marketing actions, Anta is also significantly enhancing the importance of running shoes market.

As Jakey Kao, director of its running department, said in response to questions from Loquat sports, "(Group) attaches importance to the result of the input of resources."

The FLASHLITE hydrogen run series and the marketing to highlight its "light" feature may be seen as the first achievement of the independent running department.

Anta spokesperson Zhang Jike also wore FLASHLITE running shoes and Anta running T-shirts to advertise the new product on micro-blog.

While marathon swept across the country, all major sports brands are upgrading their layout in the field of running shoes.

In recent years, the quality of domestic running shoes has improved significantly with the expansion of investment, and brands have been more consciously promoting their own technology at the brand level.

Anta pushes ultra light FLASHLITE, Lining emphasizes his LightFoam mid bottom, XTEP power push's power nest, shock absorber and other technology, 331 QU! KOFOAM material all become the leading soldiers of each family.

PEAK, which has been playing basketball in the past, has also launched a series of running shoes, which has gradually increased its market.

The development of new technology has also brought higher premium space. The price of super light 16 running shoes launched by Lining this year is 539 yuan, XTEP's racing speed 160 is priced at 599 yuan, Anta's flashfoam shoes are priced 599, and man Wei's running shoes are priced at 799 yuan, and the 360 degree and stapledegign joint chestnut throat hummingbird running shoes are as high as 899 yuan.

Even if the products with the most scientific and technological attributes are not used to test the price ceiling of their own brand running shoes, there will be broader gross margins than ordinary products.

In the process of emphasizing science and technology, domestic sports brands seem to be interested in making the theme of "light" running shoes.

The 16 generation of Li Ningchao's light running shoes series has been launched. It was inspired by feather when it was launched in 2005, and the 13 generation is lighter to 185 grams.

The ultra light 16, also launched in April, has been the main selling point in the public number. Light and shock absorption are the main publicity points in online stores.

XTEP's racing 160 series is named because its weight can be as low as 160 grams.

The weight is also the biggest highlight of Anta's FLASHLITE series of hydrogen run publicity. The official running shoe has 400 billion bubbles and its density is only 1/9 of paper.

At the same time, "on the basis of providing the most lightweight, the running shoes still have enough support and durability, and after 40 thousand compression deformation tests, they remain good.

The slogan "redefining light", "you don't know anything about it", and "the weight of a single shoe is about a packet of potato chips" repeatedly emphasized this selling point. But in fact, "the weight of a packet of potato chips" is actually a very vague interval, from the usual 60 grams of ordinary clothes to 250 grams of super large clothing.

In the official introduction, the FLASHLITE hydrogen running series shoes are light to 130 grams.

At the scene, Anta running logo adopted a more simple design. Anta running director JakeyKao told lazy bear sports that the new logo will be widely used in future runners. "We hope to give consumers a new recognition and experience of Anta running."

Although "light" is a very popular selling point in the whole domestic running shoes market, can a pair of pure light running shoes be truly successful in the running market?

For the target audience of FLASHLITE hydrogen running shoes, JakeyKao, director of Anta running department, has clearly stated that it is "an entry to the advanced runner". "If it is used as a contest or racing, I am not very admired because our shoes are for the whole public".

Such positioning is basically in line with the 399 yuan pricing market.

However, in the field of running shoes, "light" seems to have never been the main direction pursued by the mass runners. In fact, most of the running shoes on the market are balanced on the technical indexes of shock absorption, resilience and lightness.

Take Adidas and Nike's running shoes in recent years as examples. The main shock and Resilience Technology Boost and React are the reflection of current market mainstream demand.

Generally speaking, most of the mainstream running shoes on the market will not bring much weight to beginners. Only the senior runner needs the "light" running shoes as far as possible so as to minimize the burden of running.

Therefore, in the face of a mass running market, with the ultimate "light" as the direction and the main selling point, the effect needs to be tested by the market.

According to the data displayed by Anta Tmall flagship store in April 28th, the price of 399 yuan FLASHLITE hydrogen running shoes is over 4000 monthly, and the female's money is close to 800 pairs.

Lining's ultra light 16 running shoes are also close to 2400 pairs of men's monthly sales. XTEP's shock-absorbing female running shoes sell more than 4700 pairs of monthly shoes, while PEAK's running shoes sell 75 thousand pairs a month.

On the horizontal side, thanks to years of investment in running, Anta's neighbor XTEP in Xiamen has seen the harvest. In 2018, it sponsored 43 marathons and running events, and continued to maintain the position of the most popular sports brand in China.

Correspondingly, XTEP's revenue grew by 25% in 2018, and its footwear business accounted for 61.5% compared with the recognition rate of its running shoes in domestic runners. In the same period, Anta, Lining and 361 degree footwear accounted for 49%, 43.8% and 42.7% respectively.

They also hope to develop high-end high-end running and outdoor markets by taking advantage of Merrell (Saucony) and China's interests in China.

With the weather warming and spring and summer coming, running will usher in its "peak season". The competition in the running shoes market will also enter the most intense stage.

In this competition of running shoes, the players who are stuck in position will be able to take the lead in the next stage of competition.