Look At Anta'S Running Strategy From The Marathon Race Shoes That Have Been Snapped Up In Berlin.

On the eve of national day, the Berlin marathon, one of the world's six largest horses, arrived. At the Berlin marathon fair, Anta became the only Chinese exhibitor in China. During the exhibition, Anta became the world's first runner up C202/2.0 shoes in Berlin, a famous FIRMAMENT shop.

Priced at 110 euros (858 yuan), Anta C202 Berlin special edition racing shoes, the first limit of 86 pairs, sold out in 3 hours. In the domestic market, the selling price was 599 yuan, and began selling online and offline in the early afternoon of October 12th and 13 in the morning.

Racing shoes generally do not spend more time in design, and start with the tide shop, not a common form of running shoes. For the pair of running shoes with a sense of design, why do you choose to start in Berlin, and choose to sell in limited ways? The Anta responsible person told the krypton body reason.

　　 A pair of racing shoes with cultural expression.

A year ago, the king of Marathon broke the world record in the Berlin Marathon - 2 hours, 01 minutes and 40 seconds. Today, he has completed the "breaking 2" feat in Vienna. Although this achievement will not be officially recognized by the IAAF, such a human breakthrough will no doubt be remembered by history.

Marathon is a lonely sport that constantly challenges the limits of human endurance. Although Kipjoge is the first to reach the new limit on behalf of mankind, marathon runners who are constantly refreshing their new PB (personal best results) are still struggling with themselves.

Professional runners will have a limit approaching their critical point. This limit may be stuck at 30 km, or abandoned by some subconscious "cloudy day" mentality, which may not resonate with others.

"C202/2.0 Berlin design concept starts from the marathon runner, and shows in Chinese traditional ink and wash style. It hopes to bring runners a sudden break through" cloud and fog ". Jiang Miao, deputy director of Anta running promotion, told krypton.

The C202/2.0 version has been completely designed in many details, which has significantly improved the ground holding effect, the slow and rebound effects. It is hoped that the runner will be able to run better in the race.

First of all, ink and mist as the main design elements of the upper part of the shoe, the moire runs through the vamp and the middle sole, and carries the A-FLASHFOAM worm hole technology independently developed by Anta. It can still provide enough support and springback under the condition of greatly reducing the sole weight.

Secondly, the upper part is made of one piece of engineering net cloth, which has stronger permeability.

Furthermore, the zoning support design can provide excellent stability and support effect, while the new material's tongue, flexibility, stability and comfort are improved.

Under the initial endorsement of Berlin tidal shop, plus a sense of cultural design, many tide makers have been eager to start collecting. For a professional marathon running shoes, why do you start in the tide shop? What's the purpose behind it?

Jiang Miao explained, "choosing to participate in the exhibition in Berlin and start in the tide shop is to pay tribute to the fastest track in the world. Two, it is the Chinese brand to the European market, and it wants to attract the attention of local consumers, and overseas Chinese are also proud of seeing the Chinese brand. Berlin edition is more of a cultural expression. "

In the past two years, Anta has been making efforts in the market of running shoes, and the corresponding running shoes products of new technology are listed on the market. After a series of new moves, Anta needs footwear growth to bring more brand value.

　　 Footwear growth is important for Anta

Relying on the strategy of "single focus, multi brand and full channel", Anta group's financial data has been significantly improved, becoming the domestic sports boss.

In the 2019 middle-aged earnings report, Anta's total revenue was RMB 14 billion 800 million yuan, an overall growth of 40%, but under the subdivision of the category, clothing revenue increased by 50%, while footwear accounted for 34.6% of total revenue, down from 38.9% in the same period last year.

It can be seen that in Anta's revenue structure, footwear income accounts for only 34%, lower than that of Lining, XTEP and 361 degree footwear revenue. Therefore, increasing the income of footwear is also one of the tasks Anta needs to do.

In the case of group basketball, relying on Thompson's popularity, Anta basketball's "Crazy" series of products reached 500 million yuan in 2018, and running shoes were another career line that was placed in hope.

In the increasingly intense and technology oriented running market, brands at home and abroad have long been fighting for a long time. Before Nike, Adidas, NewBalance respectively have Zoom, Boost, Fuelell main running shoes products and technology, then there are Lining, XTEP, PEAK, 361 degrees on the running shoes market step by step, but fortunately, the market for running shoes is big enough, Anta also has the opportunity to break through.

According to the data released by the China Track and Field Association, "in 2018, there were 1581 marathons and related events in China, including 339 events in the China Athletic Association certification competition, 5 million 830 thousand in the national marathon race, 17 billion 800 million yuan in annual consumption, and 28 billion 800 million yuan in the total annual consumption of events." 800 "

According to the "2019 China sports shoes and clothing industry competition situation and industry development big data analysis report" released by AI media, the main growth of China's sports shoes and clothing market comes from the contribution of sports shoes. In 2018, the sales of sportswear in China's sports shoes and clothing market was 19 billion 200 million yuan, while the sales of sports shoes reached 42 billion 300 million yuan.

The running shoes market can not only satisfy the needs of professional runners, but also serve as a daily wear footwear for the masses. In recent years, domestic sports brands have invested a lot in the market of running shoes, including sponsoring marathon competitions, hiring foreign design teams, increasing R & D investment, and IP joint fashion expression.

In the face of the competitive environment, Anta executives emphasized the "best performance price ratio" advantages during the interview.

In 2019, Anta entered the year of "value synergy". Ding Shizhong, chairman of the board of directors of the group, first raised the value retail to a strategic height, and met the needs of consumers in terms of technology, brand, service, experience and culture.

Open the price of Anta running shoes Tmall mall, and Coca-Cola's joint name, the initial price is 499 yuan, double eleven pre-sale price is only 369 yuan, NASA Rover first price is 599 yuan, and the recent Tmall Juhuasuan price is 398 yuan, not joint design of technology running shoes price is between 279-398 yuan.

Anta footwear creative director RobbieFuller is a well-known figure in the shoe world. He used to be the senior design director of Adidas. After joining Anta, KT3-Rocco, A-FLASHFOAM wormhole series, FLASHLITE hydrogen running shoes and C202 series running shoes were all the transcripts he handed over.

International designer + independent R & D + no more than 600 yuan price, in other words, Anta wants to do consumers' "want to buy affordable sports brand".

Compared with the competitors and the basketball department in the group, Anta's running shoe business was established late, and apparently a "new" player, and their plan for running is also in order.

　　 Development plan of Anta running Department

At the end of 2018, Anta launched its own research and development of footwear technology A-FLASHFOAM wormhole. At the same time, they also announced the formal establishment of the running department. A-FLASHFOAM worm hole technology will be applied to Anta shoes, running, comprehensive training and other footwear products.

"Compared with other brands, Anta is more focused on its own core consumer groups, making professional word-of-mouth on the ground. At the same time, we will further intensify our research and development in product development, and narrow the gap with foreign brands. In the future, we hope that more excellent and professional runners will wear Anta's running shoes and run good results. Zhu Chenye, vice president of Anta brand marketing center, said.

For mass consumers, ordinary runners, professional runners and elite runners, Anta is designing the corresponding running shoes.

In 2015, Anta made a Challenge100 marathon project with Chen Bin Bin. Chen Bin Bin, wearing Anta design Challenge100 (C100) running shoes, completed 100 days and 100 marathon challenges, and opened the Anta C series professional marathon running shoes. The C100 series is Anta's marathon running training shoes.

In 2018, 2000 running friends in North Malaysia were provided with A-FLASHFOAM customized C202 running shoes equipped with A-FLASHFOAM wormhole technology, of which more than more than 700 people wore these running shoes to complete PB, which is also known as "PB shoes" by many professionals.

In the early spring of this year, Anta launched its own FLASHLITE hydrogen technology, and launched a hydrogen running shoes for popular runners, weighing only 130g, which is suitable for runners within 10 kilometers, and can also meet the daily travel needs of white-collar workers.

Mass consumers are more interested in the appearance design and trend culture of running shoes. Coca-Cola, NASA, man Wei and other popular IP are the objects of Anta's running. Gao Zhexiang, director of Anta running category, said: "technology will continue to be a new battleground in the running market. Besides wormhole and hydrogen technology, Anta will also aim at shoes with different needs, and products with different technology materials will come out. "

In the marathon market, Gao Zhexiang revealed, "cooperation with professional marathon athletes is a direction for Anta. Besides, they are looking for cooperation and communication belonging to Anta style. "

In 2019, it was a key year for Anta's running career. Between the Tokyo Olympic Games and the Beijing Winter Olympic Games, technology research and development, product transcripts and consumer word of mouth were all having an impact on the future work of Anta's running department. The sale of C202/2.0 products in Berlin is the first running shoe product for Anta running shoes abroad, and consumers' buying enthusiasm is also a greater confidence in Anta's running career.

With the expansion of the sports population, the running shoes with scientific and technological content, comfortable and beautiful become the pursuit of most consumers. From the market growth and Anta's R & D investment in recent years and the design sense of shoes, the growth of footwear products in the future is just around the corner.