Arthur, Who Is Still In The Doldrums, Is Going To Let You Run In Leather Shoes.

In mid May, Arthur's walking shoes "ASICS walking" series of professional facade to business people's "Runwalk" first Guan Xi Dian store opened in Osaka, Japan.

The merchandise in the store is mainly made up of men's business shoes and shallow shoes. The price of goods is around 30 thousand yen (about 1888 yuan), and there are different design models, leather materials and colors that can be customized for private fees. The price is 42 thousand -5.4 yen (about 2644-3400 yuan) up and down, and it takes 2 months.

In addition, the store is also like Arthur's flagship store, at the same time it has set up a free 3D foot scan service that can measure foot characteristics.

As early as in 1994, Arthur took the "one step forward" as the slogan, using his own research advantages of foot and walking rule, launched the main business "Runwalk" and the main walking leisure "Pedala" two product line walking shoes series "ASICS walking".

According to Arthur's description, "ASICS walking" is positioned as a "business casual shoes that can be run", not only in the shape design, it uses high quality leather fabric to emphasize "texture", in addition, in order to provide better stability, comfort and cushioning, the GEL cushioning glue used for running shoes is added to the bottom of the floor, and the EVA cushioning material commonly used for running shoes is filled with front shoes, so that business people can reduce fatigue and foot burden when they wear shoes when walking, running or standing.

According to the introduction of "ASICS walking" creative director Xiao Ze Hong, although Japan's domestic "ASICS walking" stores are about 70 (no growth in the past five years), this is the first time since the first flagship store in July last year, the "Runwalk" of the main business shoes has been set up as an independent brand for the first time, and third outlets have been opened in a few months (the other two are in Tokyo).

Earnings reports may not be difficult to explain why Arthur has high hopes for entering the field of sports business shoes for twenty-fourth years, Runwalk.

In 2019, Arthur's brand was set up 70th anniversary, while Arthur's performance continued to slump.

According to Arthur's key financial data in the first quarter of 2019, the cost of business pformation was increased, and the company's sales volume was 98 billion 700 million yen, down 5.7% compared to the same period last year. Operating profit was 6 billion 180 million yen, down 27.6% compared to the same period last year; the profit attributable to the parent company was 4 billion 360 million yen, down 17.9% compared to the same period.

In the specific performance of various categories, affected by the sharp decline in sales of running shoes, clothing and equipment, Arthur closed some of the poor product lines in Japan and began to focus more on business people.

In recent years, influenced by the slogan of "healthy management", which is supported by employees in the Japanese workplace, the Japanese sports department has also launched the call for wearing sports shoes commuting many times, and many employees have realized the importance of "health" and "walking".

"To say KIA, people immediately think of running shoes with overwhelming superiority.

So the biggest feature of Runwalk is the use of Arthur's sole on the running shoes.

Iwata Yuki, "Runwalk" product marketing department, said in an interview with Forbes, "we are totally different from Arthur's main brand in terms of sales, manufacturing and commodity development."

Since 2019, "Runwalk" has also begun to make a series of "Runwalk" Ladies for women business people. "The slogan of women's series is" 7 cm high heel is not tired ", while adapting to various business scenarios, it can also match different clothes.

I hope those women who wear high heels every day will have the chance to "liberate their feet".

Iwata Yuki said.

It was not only the Arthur family that had thought of engaging in the field of business leather shoes to expand the scope of the campaign brand.

The brand Cole Haan, which was bought by Nike in 1988, has been used in Nike business shoes. The average price of Nike shoes is more than 2000 RMB yuan. The Adidas bought the sports brand Reebok (Reebok) company at the price of 3 billion 100 million euros in 2005, and obtained the brand of its Rockport (Rockport). Although ten years later, Adidas was willing to sell the shoes, but the company also joined the shoes of Adidas adiprene products in the business shoes, and the sports brand from Japan (YONEX) also launched a series of business shoes that could absorb the impact and lighten the burden on the heels, knees and ankles in the past few years, but up to now, there are only 4 items in the series. For example, the fashion trend which was founded in 1928.

It seems that compared with other competitors' "dragonflies", Arthur is a sports brand that plans to move "real guns and guns" in business leather shoes.

To promote the opening of flagship stores and direct stores, Runwalk launched a trial service on twitter, that is, fill in the application form and apply for a "free trial for one month Runwalk" activities. After receiving shoes, you can get products on trial on your personal twitter.

"If you can, if you want to use it for some time before deciding whether to buy it or not, this is the idea that many consumers are faced with a new product."

Mr Ozawa said that since the campaign has been launched, whether the topic of social networking or the order of stores and online is growing steadily.

Next, in order to cater for the medium term business plan "ASICS Growth Plan (AGP) 2020", Arthur is ready to accelerate the opening process of "Runwalk" in the next 2 years, and streamline and centralization the product lines, and clarify their respective target levels.

"For example, for young people to ensure comfort while also showing more design, in addition to expanding the middle-aged and elderly customer groups."

He said.

Up to now, although the whole series is currently only available in Japan, according to data provided by Arthur, the annual sales of "ASICS walking" can reach about 70-80 pairs, with turnover exceeding 12 billion yen (about 760 million yuan).

"In the case of the sales and operating profits of the main business running shoes, the performance of the walking shoes is still strong, and we also see the opportunity."

Matsuo Kazuhito, general manager of Arthur, expressed confidence in this. "As a walking shoe retailer, we have to make the first sales in Japan."