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Editor's note: The success of every emerging brand is by no means simple.
Just three days after the small holiday, Irene spent a "health fitness break." A pair of mirrors "lifting iron photos", the positioning of a certain fitness studio, plus a casual #ootd# (outfit of the day), became the "calling standard" of the Irene holiday circle of friends.
“Although it’s going to sweat and sweat, but you have to be beautiful in the gym, you can have more than two squats!†Today, more and more fitness parties like Irene are pursuing health. At the same time, their demands for sportswear are constantly escalating.
“I like some of the emerging sports brands like MAA ACTIVE and Lululemon, compared to brands like Nike and Adidas, which are quite popular in the gym and in the circle of friends,†Irene said.
In the past two years, local emerging sports brands have become the market leader in traditional sports brands, and they have been “sincerely surprised†and “curved overtakingâ€, constantly attracting the attention of young consumers. In the process, MAIA ACTIVE, Aideke and other energetic domestic brands have appeared one after another, setting off a new trend of fashion + fashion.
However, the success of every emerging brand is by no means simple. The behind is the precise insight into the needs of consumers and the “lifting strikesâ€.
fashionable
A new aesthetic of sports fashion led by legging
Nowadays, under the triple improvement of consumption power, aesthetic power and health, young people continue to invest more time and money in fitness, and sports punching has become a symbol of self-discipline. In the context of such changes in the consumption of people, the sportswear and sports equipment markets have become popular and show great potential.
According to Euromonitor's data, China's sportswear sales increased by 11% in 2016, reaching 187 billion yuan, while the overall sales of apparel increased by only 5% in the same period; by 2020, the scale of China's sportswear market will be It reached 280.8 billion yuan and eventually surpassed the luxury product market.
In this market space, the women's sports market is particularly prosperous. According to the report of FT Confidential Research, a high-end research service organization, the participation of Chinese women in the sports market has been increasing, and the growth in sports equipment has far exceeded that of men, becoming the fastest growing segment of the sports consumer market.
Women have a natural sensibility in consumption. In addition to quality and function, they also have more discerning eyes and more expectations for design elements such as styles and colors. The influx of people who wear sports out of the street is leading a new sports aesthetic. Sportswear is no longer exclusive to sports. The single product that can be seamlessly switched between multiple scenes has become the new favorite of fitness people. It's best to have both fitness and work. A legging can both sweat on the treadmill and outfit the gym. Even those who are not fitness, are happy to buy a few sportswear.
As a result, sports brands are increasingly valued for the fashion sense and design of the products, and the patterns in visual creativity are constantly being refurbished. For example, the emerging brand MAIA ACTIVE is designed to create a stylish and stylish sportswear for Asian women. With a variety of bright prints and jumping colors, the sporty cuts include hollow details, perspectives, straps and other small details. More fashionable.
Hard technology
Quick-drying, bacteriostatic, sensor...Technology for product crowning
Professionalism and functionality have always been the housekeeping skills of sports brands. Under the blessing of technology, while the performance of domestic sports brands has been upgraded in an all-round way, the “careful thinking†in craft production has become one of the reasons why young people are keen to buy.
A small outdoor and sports outdoor sports brand "Little Triangle" Aideke has developed a series of technologies including waterproof, anti-fouling, waterproof and moisture-permeable, heat preservation, moisture absorption and quick-drying, which can not guarantee the rainy and sunny days. A comfortable outdoor experience with the line.
MAIA ACTVE also spent a lot of thoughts on fabrics, bacteriostatic techniques and anti-pilling techniques, and is committed to creating a “naked†full-featured sports experience.
In the future, brands and technologies are bound to achieve a stronger and seamless interface. Including the deep integration of technology and textiles, the connection of people and data, etc., for example, the conductive yarn can be woven into the delicate sensor, the upper body is light and practical, and the foreign body sensation is eliminated. In addition, the use of new drag reducing materials can also make the body in motion more flexible, provide better protection for the human body, or help the muscles recover faster after exercise.
At the 2016 ISPO Sporting Goods Expo in Beijing, the Dyna Feed Smart Sportswear, which won the Gold Award in Asia, replaced the traditional metal detection system with an ultra-thin conductive polymer coating, which not only upgraded the performance of sportswear, but also matched the green concept. . The Sensing Technology Laboratory of the Chinese Academy of Sciences uses emotional and psychological stress testing as the highlight of smart wearables.
It can be said that the sports fashion with black technology is “both and interestingâ€. However, the industry also believes that smart clothing is still in the initial stage of exploration, China's local brands are rarely involved, and there are players who can dig this rich mine, it is worth looking forward to.
Scene supply
“The brand that captures the data and the scene is the advanced playerâ€
In the wave of new retail sales, Edek founder & CEO Chen Wei believes that the brand that grasps the data and scene is the real advanced player on the field.
Compared to e-commerce traffic, Adeck is more concerned about the real trading experience under the line. Through the store, the brand enters the line of sight of more people, establishes relationships with more people, and becomes the habit of more people. This is Chen Hao’s optimistic diversion logic.
How to make a brand and people build relationships? Adek's first step is to change the way people reach, through smart stores and data banks to achieve accurate communication between brands and people, "to really sell the travel products to travel people." Supporting scene insights with big data, building a new credit relationship and a new efficiency system, has enabled Adeck to achieve a conversion rate three times higher than its peers in the past three months.
In order to maximize the brand's influence, Adeck does not frame the user's portrait, but focuses on the use of the product, focusing on the development of outdoor, running, drone and motorcycle riding and other specific scenarios. In Chen Yu’s view, “focusing on the crowd is not as focused as the scene. Adek does not focus on a certain type of person, but covers some usage scenarios, describes the usage patterns and usage environments, in order to penetrate the culture.â€
The scenes are integrated into the creation of offline stores and living halls, and the visual presentation of goods and stores is constantly upgrading. Products are important, and how to present products in a way that requires skill. "The traditional stores are sellers stall, waiting for 603,883 people, attending stocks reward eat, we are active and user-generated relationship, so buying another said, the first step is a good-looking enough to draw people into the store skins In Chen Yu’s opinion, the first one is the first to be cultivated, and the former is the most difficult one.
The main online sales channel MAIA ACTIVE also did not stick to the rules. According to reports, MAIA ACTIVE's sales of Tmall accounted for 50%, Xiaohongshu accounted for 30-35%, and other vertical e-commerce platform platforms were 5-10%. In order to make the production and sales cycle of the product fit in time, the founder Lisa designed a “liquidity supply chain†– a small amount of orders initially, and then quickly collected data through online sales channels to the supply chain. Timely modification.
Fancy marketing
Flash/cross-border high, another realm of “no money, no marketingâ€
With the growth of consumers after 80 and 90, how to interact and dialogue with them in the context of young people has become an important issue in brand marketing.
MAIA ACTIVE aims to convey a “beautiful and interesting†light sports concept through offline operations, to shape the brand image and drive the growth of fans – users know MAIA through offline channels and then generate repurchase through online channels.
As a result, the “MAIA Spaceâ€, which provides product fittings, was opened in dozens of gymnasiums. The flash shop with the theme of “Spring Sports Playground†landed in Shanghai last May, and various offline workout activities such as yoga, boxing, and trampoline also Very lively. There are also many small details on the packaging of MAIA products, such as spraying a fragrance and hiding a cute card in the corner.
Edek is playing in the cross-border field.
For example, in conjunction with the racing brand FAST4WARD in the 798 Art District, the first sneakers, together with Yuet Circle, Hot Fitness and DJI Dajiang UAV, create running, fitness and hard equipment products through accurate community aggregation needs. “I only have cross-border with traffic and higher than meâ€, outdoor + racing / fitness / drone, both shared consumer groups, but also bring topics and traffic, Adek brand marketing brands, It has a "very well-matched" temperament.
Although Chen Yu called “no money and marketingâ€, the mutual penetration and integration between brands has indeed provided new opportunities for brand awareness, deepening product depth and detonating topical communication.
Brand
Brands with "people" are better sold
If the market is likened to a big stage, each brand is an actor who is out of the field. If the product or brand plays well on the stage, it will reap a lot of fans. The role of “brand people†is to make the abstract and symbolized brand into a “personality body†with emotional appeal and personality characteristics, so that consumers can have a sense of intimacy and identity, and then build loyalty and premium for the brand. Continue to increase the code.
The value of branded goods is not simple. In addition to the functional value, there is also the emotional value of the user's mind, the so-called "brand premium." On the one hand, consumers pay in advance for the foreseeable benefits of the future; on the other hand, commodities carry the unique social symbolic value of the brand, which can satisfy the needs of consumers for self-expression and self-expression. Among them, two people from emerging sports brands are very "happy".
One person: "We are not the same"
The essence of various "fashion", "pioneer" and "trend" is a kind of separation. Make differences before you can aggregate groups. Therefore, the brand strives to create a unique brand tonality through the external image design and the inner spiritual concept to create the positioning and segmentation of taste, identity and even class.
At this level, the brand has to solve the classical philosophical question of "Who am I?" Good logos and slogans, high-quality products and services, will eventually condense into a full-bodied, non-deliberate personality and temperament. This is a deep perception and insight into consumer psychology and the culture of the new generation. It is also the best footnote for brands to convey to consumers the message “Why should you choose me?â€
In contrast, traditional brands that entered the market earlier often lacked a striking spiritual core. It is difficult to change the brand image that has been solidified for a long time. It is difficult to lift the appetite of young people.
Of course, when it comes to attracting consumers, it is also necessary to return to the issue of “touchingâ€. Only when the coverage is wide enough to accumulate a considerable amount of sound in the early stage, it is possible to screen out the real sticky users. Chen Wei believes that what Adeck is doing is "defining the tone." Although the brand is expected to have a story, at this stage it is not eager to get it all out. "First hold on to values, keep our tonality, and keep on selling. When we open 500 stores in China, let's talk about the deep spread of values."
People set two: the most touching
Jean Baudrillard, author of Consumer Society, believes that in a business society, people's "self" is often built through consumption. In marketing, the concepts of “real self†and “ideal self†are often mentioned, and the brand is just a bridge from the former to the latter to fulfill people's expectations for the future or ideal self. To achieve a personality transition.
All consumption is the same, sports brands are no exception. Nowadays, the “buy, buy and buy†of young people has evolved from functional satisfaction to emotional resonance, and has further risen to self-identification and self-realization. Whether the brand design matches the individual design of the consumer has become a significant factor affecting the consumption choice of young people. Consumption is not just instantaneous payment, but extends to all aspects of cognition, attitude and behavior: I am what I wear By what I wear to express what I think, in this process, people have completed communication with the outside world, and have completed the definition and strengthening of self-identity again and again.
A sweatshirt and a pair of sneakers, as commodities, have their use value; as symbols, they carry the cultural connotation and meaning of their own brands.
Whether it's MAIA ACTIVE, Adek or other good-selling brands, they are or will do the same thing: give the brand meaning and get the consumer's approval. The deep logic behind it lies in the insight into human nature and the continuous output of values, which immediately triggers the common aspirations and desires of some people, and finally immerses them into people's daily lives in a subtle way.
(Edit: 冉 one party)
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