The Development History Of Asian Tide Shoes Vane Atmos
Street culture has swept the fashion industry, sports and leisure trends have enduring, and the pursuit of individualization by younger generation of consumers has allowed limited number of shoes to move from small to public.
Just like discussing the tide card is inseparable from the Supreme, mention Sneaker (sneakers) culture, it must not be able to get around Japan's atmos. From selling shoes, atmos has become the most influential fashion trend vane for Japan and even Asia.
Atmos currently has more than 30 stores in Japan, and also operates stores in New York, Taiwan, and Korea and Thailand. In addition to Nike, Adidas, New Balance, Rebook, UGG, Champion, Converse, Puma and other brands, atmos also sells original costumes and sports shoes.
Who is atmos?
In 2000, atmos's first store was located in Harajuku, Tokyo, which was the main fashion shoe. Meanwhile, the concept of the gallery was integrated into the store, and the sports shoes were displayed in the box.
In fact, Hidefumi Hommyo, founder of Text Trading Company, the parent company of atmos, opened a 8.5 square meter retro sneakers and clothing store CHAPTER in Harbin in 1996. The company was founded the following year.
Born in 1969, Ben Ming Xiu returned to Japan after finishing college in the United States and worked in a high-end fiber trading company. He felt he had quit his job after two and a half years because he felt bored with the job and then poured himself into the business of import and export. "When you read in the US, you know that there is no consumption tax in Philadelphia and New Jersey. Buying Nike is cheaper than buying it in Japan." As a result, Ben Ming Xiu Wen and his wife each borrowed 750 thousand yen, and founded the company, plus the 1 million 500 thousand yen of the mother of the capital, and 3 million yen was his starting gold.
In the first year, there were 3.5 employees in the company, Ben Ming Xiu Wen, mother, sister and part-time wife. The sales volume of the company reached 750 million yen.
In the third years of its establishment, its annual sales volume reached 2 billion yen, but after 10 years, it has been hovering around 2 billion yen. Ben Ming Wen, who broke his body by eating junk food regularly, lost hundreds of millions of dollars in real estate investment. The mother who failed to see him urged him to do business. The company's sales increased to 2 billion 900 million yen and increased to 5 billion 400 million yen by 2014.
By the end of 2017, Text Trading Company owns atmos, CHAPTER, Kinetics, TOKYO23 and other sports shoes composite brand stores, and also sports leisure sports Sports Lab by atmos, female oriented Lab, and so on, covering more than 100 brands. In the fiscal year ending August 2017, the annual sales of the company reached 9 billion 200 million yen, of which the electricity supplier contributed 35% of sales. At present, the sales volume of the company has exceeded 10 billion yen.
Using "joint name" and "restricted sale" to create unique commodity strength
Atmos sales are growing all the way. "If we only look at sports shoes that are restricted to basketball fans, we can say that they are among the top three in the world. Why do we say that the company / brand that can regularly associate with Nike is only Supreme, COMME des GARCONS brand, and it is us. The joint series is also restricted by atmos, which is naturally pursued by fans. Every time the new joint is updated on the official website, the server will crash once.
Speaking of the joint name, atmos is also Nike. By 2017, Nike accounted for 65% of the commodities traded in Text Trading Company, "probably selling 1800 kinds of Nike products in one year."
With "scalping" Nike started, atmos finally became a long-term joint partner of Nike. The first joint venture between the two sides also dates back to 2000. "At that time, we had only Foot Locker with Nike. These small sports companies such as us were not ranked the same. But I especially want to be a joint name of Air Force 1 and find friends who work in Nike.
Friends were moved by the enthusiasm of Ben Ming Wen and promised to shop 6000 pairs of goods. Later, however, friends were scolded by their superiors. It took three hours to persuade their superiors to believe that they could only sell 3000 pairs when they could sell them at atmos. In 2002, the first atmos X Nike Air Force Max 1 was put on sale.
In March this year, atmos also inspired by the Air Max series of Nike, and launched two versions of "VISIBLE by atmos AIR MAX MAGAZINE" in Japanese and English. The content shows the photos and materials of the Air shoe type in the past dynasties, and interviews with many creative people.
From the beginning of cooperation with Nike, joint name has become the routine operation of atmos. Atmos will cooperate with 6~10 brands such as Nike, Columbia and other global brands every quarter, and will cooperate with many individuals and companies. "If you count small items, there will be new brands every week. There will be more than 10 thousand fans on the nearby brands and Instagram. We will also have limited cooperation of 200 T-shirts."
In addition to cooperation in commodities, atmos also launched the "joint activities", such as the "sea day", and Asics jointly organized activities in Shinjuku stores, and Shiseido's EXILE (Yili SI) cooperation members to shop special events.
Atmos also played a "limited" play, not only in terms of quantity, but also in a certain store, or on a certain day.
The website can not be permeated with the smell of money, but must emphasize storytelling.
By the end of the fiscal year August 2018, electricity providers contributed more than 40% of Text Trading Company to 4 billion yen, of which more than 50% of self operated electricity providers contributed.
Although "unwittingly" in 2002 opened the electricity supplier service, today, Text Trading Company business team has more than 30 people. Today, although the electricity supplier is also divided into atmos, CHAPTER and Kinetics respectively, the focus of future development will be on atmos.
Motoa Xiun pointed out that the difficulty of doing business at the beginning is the size of shoe size. "Manufacturers are different, different sizes", but after the education market, "it will become an advantage." So starting with Air Force 1, we propose to buy a smaller half of the size, due to the size of the unqualified return rate fell sharply.
"The most important thing in the operation of the electricity supplier is to deal with complaints," Motoa Xiun said. "We have not only self operated electricity providers, but also many third party e-commerce platforms such as Yahoo, Le Tian and so on. Real time inventory is not good, and sales have exceeded inventory. Therefore, we have introduced inventory and order management system, and also shut down shop in Le Tian, because of too many complaints."
According to Ben Ming Xiu Wen, pushing the sales of electricity providers to continue to grow, one must speed up, and two, we must respond to changes. "The quicker updating of a product page will increase the opportunity cost of sales. It is also important to keep an eye out for changes in the market. For example, we feel that consumers are tired of photos and prefer videos. In addition, our college students basically use their mobile phones to shop and seldom use computers, so we should adjust their contents.
Atmos also opened the YouTube channel atmos TV. The sales staff in the video will introduce the brand's hot sneakers. This series of videos is very popular, and plans for the next week will be changed from one Monday to three weeks.
In the construction of e-commerce sites, Motoa Xiun pointed out: "websites should not be permeated with the smell of money, but must emphasize storytelling. So many websites, we must give consumers the reason to see you.
To promote the further development of online business, Text Trading Company also launched the first atmos app in February this year. In addition to daily shopping, atmos will also launch app limited offering products, push app restricted catalogues, and rare commodities draw lots. The company is still expanding the functions of app, such as membership authentication, online and offline sharing.
Then in March, atmos also launched app atmos AR incorporating AR (augmented reality) technology. Using this app scan the code of the internal pages of VISIBLE by atmos AIR MAX, we can see the animation of the relevant products.
Atmos also updated the official website page at the end of March, so that non core users could easily take the initiative, while the main player was "personalization", "for users who don't know what to buy," Okuyama Choyu, director of the electricity business department, said.
In order to prevent users from taking part in the lottery, the atmos also changed the payment method from original cash to payment to bank card payment.
Diversified formats
The diversified formats with different emphasis have always been the common trick of Japanese retailers, and Text Trading Company is no exception.
In 2013, atmos launched the Sports Lab by atmos of leisure sports.
In 2014, it invested 50 million yen with MASH Holdings, Japan's new fashion group, and set up a joint venture company MASH Sports Lab to carry out sportswear business. With the concept of "Active Ubran Lifestyle (Sport city lifestyle)", the first composite brand store Emmi was opened in spring 2015. Today, the brand of the joint venture includes: Emmi, Emmi wellness closet, SNEAKER by Emmi, CITRON IN THE CITY, IN and CITRON.
In September 2015, atmos launched the atmos LAB, which is simple in design and pursues "functional beauty", for consumers living in the city. Similar to atmos, atmos LAB is also a joint little expert. Its cooperative brands include professional outdoor brands such as Columbia (Columbia), The North Face (North), and Champion, COCA-COLA, Billionaire Boys Boys, etc.
In October 2016, atoms held the first atmos con Vol.1, con from the English word "Convention", summoned a large number of sports brands such as Nike and Asics, and Champion and other tide cards. In addition to atmos con, the world's leading trend exhibitions include: ComplexCon, Sneaker Con and so on.
Atmos spokesman Suda Kohei said that the vision of atmos con is to provide direct contact with producers, users, users and users. "Initially, it was mainly focused on new products and talk shows, but it still could not meet the needs of users. Therefore, we started selling products from atmos con Vol.3." atmos con Vol.4, which was launched in March 2018, launched the Global Limited 24 pairs of ATMOS x ASICS ASICS 360 and 2. On the recent atmos con Vol.7, Chinese sports brand Lining joined hands with atmos to launch a series of "Pangu TITAN", attracting many visitors.
In 2018, atmos also launched atmos pink, a special store for women, designed for 20~40 year old fashion women, offering sports mix and fashion style products. Initially, the store only sold famous brand sneakers and gradually offered Vintage, original clothing and other commercial products. In September this year, atmos Pink's first flagship store opened in Harajuku, with the addition of new brands such as Carhartt and Levi s ViiDA. It also set up showcase windows and workshops featuring dance as well as regular personalized modeling activities involving professional stylists. In April of this year, atmos pink also launched the atmos Pink Party for women's sports shoes for the first time.
Atmos also has atmos Heart for women's market, with women's sports shoes as the main products, as well as Adidas Originals, Puma and other sports brand clothing, as well as atmos pink original single product. In addition, the store will also sell original accessories, hats, bags and other commodities, and will also organize guerrilla activities on a regular basis.
In April this year, atmos opened a high level two tiled boutique atmos sendagaya in Shibuya, with the concept of "Gallery version of the sports shoe store" at the beginning of its creation. The first floor was equipped with digital technology devices, and app was used to connect online and offline. The boutique also opened up a gallery space, organized guerrilla activities of brand and artists, and the 2 floor was the "Japanese style".
In addition, there are different surprises in different stores of atmos. For example, the coffee shop on the negative floor of the Harajuku restaurant began selling more than 100 kinds of instant noodles from Japan in February this year. The auspicious Temple store opened after renovation, and featured products such as food from Gao Zhi county, while a Gallery atmos Gallery was hidden on the negative layer of the Ginza store.
Source: Gorgeous writer: Jiang Jingjin
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