From Rubber Shoes To International Tide Brand Domestic Sports Shoes To The World

Cloth shoes, Jiefang brand rubber shoes, back power sneakers, running shoes, basketball shoes, tennis shoes... Speaking of the change of sports shoes, Ceng Qingsheng, a 71 year old (alias), can not help but sigh to the China Commercial Daily reporter: "now the sports shoes are really more and more diverse, and the selection of styles is even more dazzling. In addition, both shopping channels and brand promotion have undergone tremendous changes in the past few decades.

Nowadays, the old sports shoes such as Huili have become brand names abroad, and the brand of sports shoes such as Lining and Anta are getting more and more popular among overseas consumers. A pair of sneakers are stepping outside the door to measure every corner of the world.

The types of shoes are more abundant.

With the improvement of people's living standard, the demand for sports shoes is getting higher and higher. Nowadays, as for the domestic sports brand, the products are more and more diversified, including running shoes, basketball shoes, football shoes, skateboard shoes, sports shoes and so on. However, for decades, the types of domestic sports shoes are relatively simple.

Ceng Qingsheng told reporters that he wore cloth shoes in the 50s of last century. In the 60s of last century, people began to buy shoes by ticket. In order to save money, the standard of buying shoes was basically wear resistance and dirt resistance, and gray, black and blue became popular colors on the street. It is the dream of many young people to have a pair of green and green rubber shoes like soldiers.

Later, with the gradual improvement of Ceng Qingsheng's living conditions, he bought his first pair of back shoes. He said that in the 70s of last century, in China's footwear industry, "leap", "back force" and "double money" accounted for a large market share. "In those days, the" nobility "was the one wearing back power shoes.

Ceng Qingsheng said that since then, Anta, Lining and other domestic sports brands have launched more lightweight travel shoes, which are different from the cloth materials of the back force shoes. These shoes are made of nylon material with better air permeability and elasticity. Light, breathable and elastic tourist shoes are favored by young people.

Ceng Qingsheng said that nowadays, "travel shoes" have been changed to "sports shoes", and sneakers are divided into running shoes, basketball shoes, football shoes, etc., and he bought a pair of Anta's basketball shoes for grandson Ceng Xuan (a pseudonym) not long ago.

Zeng Xuan is a sports fan after 00. He told reporters that now the brand of domestic sports brand technology is increasing, Anta, Lining, XTEP and other brands have launched lighter, more breathable running shoes.

Take Anta as an example, Gao Zhexiang, director of Anta's running department, said that Anta has independently developed materials with both sport function and ultralight characteristics, so that the product can ensure the hardness and intensity while ensuring the ultimate lightweight. According to Gao Zhexiang, the sole of Anta's running shoes has four hundred billion bubbles, the density is only 1/9 of paper, and the weight of single running shoes is only 130 grams, which is similar to the weight of a packet of potato chips. Not only that, the "hydrogen running" series of running shoes upper is also made of thin MONO yarn covered fabric, which is lighter than ordinary net cloth by 60%.

Purchase channels are more convenient.

With the changing times, shopping channels have also undergone tremendous changes. In an interview with reporters, Ceng Qingsheng and Zeng Xuan indicated that they now buy sports shoes and often choose online shopping. "Buying sports shoes on the Internet platform is not only fast delivery, but also inappropriate to wear. I am very old now, and shopping is very hard. Online shopping has provided great convenience for elderly people like me. " Ceng Qingsheng said.

It is undeniable that the development of Internet has expanded the sales channel of sports brand. In recent years, major sports brands are making efforts to channel e-commerce. Judging from the 2018 annual performance released by Lining, the gross profit margin of the group increased by 21% to 5 billion 53 million yuan compared with the 4 billion 176 million yuan in 2017. The gross margin of the group improved to 48.1% and 47.1% in 2017. The main reason for Lining's performance growth was attributed to the continuous rise in the proportion of the business channel with higher gross profit margin. It is reported that last year, Lining's electricity business accounted for 21.1% of total revenue, up 2.3% over the same period last year.

According to the China Commercial Daily reporter, Lining has done a lot of work in the area of e-commerce. Lining made use of the Internet to achieve online or offline ordering, regional logistics centers, national logistics centers or other offline outlets' operation mode, and opened up the stock barriers, from physical location to standard, to achieve the transformation of sales standards. The upgrading of logistics has effectively improved the inventory structure, the ratio of goods to products, and improved the turnover speed and operational efficiency of products, so as to make adequate preparations for the future integration of commodity management and marketing activities.

As a sports shoe enthusiast, Zeng Xuan does not forget to experience products in offline stores while shopping online. Once, when he was shopping in Tianjin Binjiang Road pedestrian street, he was attracted by Anta flagship store there.

He said Anta's store is called "smart store", and there are two HD cameras at the door, which can determine the sex and age range of consumers. In addition, dozens of cameras in the store capture every consumer's shopping routes and trajectories. In the shop, there are four rows of sneakers under a lever interactive screen. When consumers pick up a pair of shoes, the basic information of these shoes will appear on the large screen of the store.

In addition, according to Anta's internal staff, in Anta's smart stores, consumers take up shoes and try them on by RFID chip devices. The record taking rate and the fitting rate will be used to compare the last purchase times of these shoes to determine its attractiveness to consumers.

Brand promotion is in line with international standards

In the history of shoe industry development in China, Ceng Qingsheng felt the obvious changes in brand promotion. Ceng Qingsheng said that the most impressive "spokesperson" in his mind was the Chinese women volleyball team. In 1984, the Chinese women's volleyball team won the twenty-third Olympic Games champion with the power shoes, which made the popularity of the shoes more improved.

Zeng Xuan told reporters that now the domestic sports brand has gradually integrated with the international market, and many spokesmen are overseas stars.

According to the reporter, during the 2012 NBA China match, Lining announced that he signed a contract with Dwyne Wade, an American professional basketball player. Dwyne Wade had previously endorsed the sports brand CONVERSE and Jordan.

Lining made full use of the star effect and fans' economy, and worked directly with Wade fans to design Wade's customized T-shirt, and sold the "green ghost" sneakers exclusively with Taobao's Juhuasuan activities.

Anta signed the Jinzhou braves basketball player Thompson in 2014 at a price of 18 million yuan. In 2017, Anta continued to sign an ad endorsement with Thomsen for ten years, which cost 80 million yuan.

Anta's huge advertising investment has also been rewarded. Last March, Anta's basketball shoes KT3-Rocco was first launched in a shoe store in San Francisco, USA, which is designed by Claire Thompson's pet dog. According to media reports, there appeared a queuing rush to buy shoes. In addition, in July of this year, Anta launched the "KT4-" reward for basketball shoes, which is a joint shoe launched by Clay Thompson and Anta, priced at 999 yuan. It is reported that the shoe is again being snapped up by fans.

A Chinese expert, who does not want to be named, said that the domestic sports brand has made great progress in product R & D, channel development and brand promotion, which not only benefits from the efforts of the enterprise, but also benefits from the government's support and good business environment. He believes that the domestic sports brand will become better and better.