The Meeting Of The Two "Yao" Indicates That The Long-Standing Domestic Black Technology Has Ushered In An Outbreak Period

Who is stronger when two "Yao" meet?

Recently, a melon has appeared in the shoe circle: Li Ning and Hongxing Erke have launched a new technology product named "Yao" in front and back feet. Part of the crowd came out to blame for eating melons Erke "Plagiarism"! However, from the perspective of rational eating melon, Xiaobian systematically combed the materials and time nodes of the two families, and judged that it should be just because of the misunderstanding caused by the same strange words.

First of all, it is unlikely that the new products of Li Ning and Hongxing Erke are released only one day later. Unless the production line of Erke's family is driven by a superluminal engine, it is impossible to design and open a mold to produce a product with the word "弜" on the shoe body in a short night.

Secondly, the technology is also different. Li Ning jueying "Yi" technology was added with structural cushioning last year. The core technology of Erke "bullet" is the newly independently developed e-magicfoam intelligent memory material. It can store and release energy according to different weight, gait, and sports environment. It takes the mainstream material cushioning path today, with different core technologies.

Then there are the differences in using scenarios. Li Ning's "Jue Ying" is a running shoe, while Erke's "Yao Tan" is a comprehensive training shoe, which mainly adapts to different sports scenes such as running, high jump, walking and strength training.

The last point is the difference in price positioning. Li Ning's "jueying" and "Erke's bullet" obviously choose different target markets and consumers, so the prices are naturally different.

In addition, people who are enthusiastic about eating melons on Weibo have published a trademark registration form, which shows that hongxingerke has registered the trademark with the word "弜" in June.

To sum up, it is reasonable to speculate that the concept, design, technology and products of Erke's "bullet" series should have been formed and put into production for a long time, and the selling time is similar.

Hongxingerke is just a bit of bad luck this time. After all, Jack Trout, the father of positioning, has been emphasizing the importance of preemption. Fortunately, hongerke and hongerke are still looking forward to the big difference of technology and price in the core of the technology, so it's really good to see the core of the technology and the price of the smart disk.

What's more interesting is that the theme of Li Ning's official and micro government's promotion of "he" technology on August 10 was "no comparison". However, at that time, Hongxing Erke had not launched the "bullet". It was simply predicted that the two famous products would be compared. In fact, the core technology and price positioning are completely different. There is no way for the two companies to compete with each other. However, the sparks from this collision have indeed reflected the general trend and differences in the road of national shoe brand upgrading in recent years.

The trend of national shoes reflected by the name crash

It seems that Li's explanation of "more than one" is about the effect of shock absorption. Hongxing Erke is the second party of the core technology "play", and expresses the brand's 20-year technological pursuit from the homophony. However, despite the different technical concepts symbolized by the two companies, what is reflected behind it is a unified general trend in the development of Chinese shoes: technology.

From the era of agency processing without brand concept at all, through the extensive growth period of opening stores, now domestic sports brands have entered a new stage of scientific and technological awakening.

In the past, PK in science and technology is the battlefield of international brands, such as ADI and Nike PK like iterative update of boost and air. However, in recent years, a few people's PK has suddenly become a multi person qualifying competition. Anta a-flash foam, peak state pole, erkeqi bomb and other national Shoe Black technologies have entered.

But those who have struggled know that there is no sudden enlightenment, and some are just burning the midnight oil in places that others can't see. Take Hongxing Erke as an example. Although it started as an agent processing company at the beginning, Wu Rongzhao, chairman of the board of directors, had already established his determination to lead with science and technology at the beginning of its establishment. In 2005, he took the lead in setting up the first product research and technology research center in China, and successively launched energy storage, Jianling, cage bone and other cushioning technologies. Although he did not win much attention, he did not These efforts and the accumulation of technology in front of us will not make a 19-year amazing appearance of erkeqi.

With the launch of "bullet", the "power behind Hongxing Erke black technology" has also emerged. E.k-lab Jike future laboratory is an independent technology research and development department specially established by the brand. It is committed to cooperating with many top R & D institutions at home and abroad to overcome technical barriers and create new sports technology. The erkeqi bomb, which performed brilliantly last year, was also produced by e.k-lab's future laboratory. From α - Flex intelligent fluid materials to today's e-magicfoam intelligent memory materials, we have experienced thousands of times of foaming by R & D personnel in the laboratory, and tens of thousands of folding experiments before they can be "out of the street". This can be seen from the determination of national shoe brands and technology to fight to the end.

Diversified sports scenes need more diversified scientific and technological support

One of the main differences between "jueying" and Erke's "bullet" is also reflected in the different sports scenes. "Jueying" mainly focuses on running shoes, while Erke's "Huo Tan" relies on the function of intelligent feedback of energy according to sports habits and scenes, and focuses on comprehensive training.

According to "China fitness trend survey", strength training, outdoor activities, yoga, core training, self weight training, etc. are among the top ten trends. This reflects that, in the context of great health, in addition to the growth of the number of people, the sports scene is also more diversified. Obviously, consumer demand has also been diversified, but many sports brands, including international brands, are still limited to the two major sports scenes of running and basketball. Therefore, in recent two years, it is not surprising that new sports brands such as lululemon, who specialize in yoga scenes and female sports groups, have performed well in foreign markets.

In China, the comprehensive training function of Hongxing Erke's "jietan" is also a pioneer for the scene diversification of domestic sports brands. After all, in today's science and technology war in all walks of life, it is the way to improve the brand to find the unsolved consumer demand and better fill the gap.

Scientific and technological self-confidence is the core of the national tide

In the past, the most important thing about sportswear was comfort, which was not the first issue from time to time. But now the post-95 and z-generation consumers, who are growing up, have obviously higher requirements for fashion. In addition to the need for fashion, they also have a significant feature is that they are more culturally confident. From "Duhe / prowler / octogenarian / Taotao Now, the Chinese brand AI Sheng has fallen in love with a car crash. This is also related to cultural confidence. In the past, if you were a Chinese brand that wanted to be foreign, you should take a foreign name. Now, you are a foreign-style national fashion brand, so you should give birth to seclusion on the whole. But just as technology is the core of sports brands, self-confidence is also the core of national trend.

Only with enough science and technology can we be confident enough and dare to interpret our product concept with extensive and profound traditional culture. Only when we are culturally confident can we be more inclusive and boldly reach more circles of culture. For example, the cross dimensional co branding of hongxingerke and Yinhun in the previous China joy meeting, such as the "bullet" concept design with a strong sense of technology. Through different circles, the brand is endowed with deeper and broader story tension, so that Guochao is not only limited to a new interpretation of the tradition, but also expands the boundary of possibility and Inspiration of Guochao.

Create high cost performance / popular trend product line

There is another obvious difference between "jueying" and "Erke's bullet", which is the difference in pricing. Li Ning is running for the benchmark to occupy most of the consumer minds of the first and second tier cities of Nike and ADI. and Erke However, it seems a little confused. After all, we have analyzed that the core technology of "bullet" is not weaker than Li Ning's. wearing it is equivalent to putting a set of algorithms for your sports habits on your feet. But why is the pricing strategy so different?

In fact, it is also determined by different strategic policies of the brand. First of all, today's domestic sports market is still in the demographic dividend period, but the consumption concept and groups of the first and second tier cities are basically stable. To further expand the brand market, brands such as ADI and Nike have to sink.

Secondly, as early as 2018, 41.2% of users in three or four cities expressed their willingness to pay for sports related intelligent devices. On the one hand, it also reflects the demand of the third and fourth tier cities for sports brands, which can not be ignored.

Perhaps it is precisely because of these trends that Hongxing Erke has clearly put forward the strategy of creating a high cost performance / popular fashion product line this year, and has targeted its target market on the third and fourth tier markets, and the pursuit of comfort and style of popular consumers. And the launch of the "bullet" is the way to solve this problem. So, Erke The pricing strategy is not so much to hide as to rush to fill the gap between the growing sports demand of the third and fourth tier consumers and the market supply.

Moreover, in the post epidemic era, consumption degradation has become a high-frequency word, but degradation does not mean the degradation of quality, but to spend less money to buy better things. Therefore, Hongxing Erke emphasizes cost performance. In the short run, high R & D costs and approachable prices will certainly reduce the profit margin. However, in the long run, if we can find a good balance between the three key factors that affect the purchasing decision-making power: the sense of science and technology, the sense of design, and the price, the enterprise will surely go further.

It's not terrible to bump into names. Whoever is weak is embarrassed. However, from the above analysis, Erke and Li Ning have their own advantages and markets, just like the chairman of Hongxing Erke Wu Rongzhao The response to the name collision incident on microblog is the same: the blooming of national shoes means providing more choices for consumers, and also means that the whole industry is working hard to eliminate foreign technical barriers.