Original Running Shoes NATAPER How To Seize Your Loyalty Powder?

After drying the self timer, drying the food and drying the baby, the sun run has become the new favorite of the circle of friends unconsciously.

At the same time, running, this ancient and lonely sport, has also become lively under the promotion of Commerce and technology.

According to the report issued by the State General Administration of sports, in 2015, the marathon and related sports events registered in the China Track and Field Association reached 134 games, an increase of 83 compared with 2014, an increase of over 160%. On the regional coverage, 84% of the provinces and municipalities nationwide had 1 or more Marathon events, attracting 1 million 500 thousand people to participate in the competition.

China's running is booming.

When most entrepreneurs choose to enter the running market from the event service, Lu Qiang and his team are the few who are willing to challenge running shoes.

People.

Of course, this is also related to his background.

Lv Qiang, a graduate of Arts and crafts from Communication University of China, has worked as a designer for Lining for five years.

After leaving Lining 14 years in July, he had the idea of running a brand of running shoes, mainly because he felt that he had seen so many products in ten years and wanted to do something with his own logo.

Today's products are too marketable and have no personality. "

As an original niche brand, finding your unique entry point is particularly important.

At present, domestic leisure and lightweight running shoes are already the world of Nike, Adidas and so on, and the market of professional running shoes is actually the biggest winner of Japan's Asics Adidas.

If you go to watch the marathon race, you will find that all of you wear Asics running shoes from half horse.

However, Lv Qiang said they did a lot of research in the early stage, and found that the quasi professional runners usually had 4-5 pairs of professional running shoes.

In addition, this group of people has stronger demand for personalized products. The latitude of judging products is mainly professional, and the influence of brands on purchasing decisions is relatively weakened.

So at the end of 14, Lv Qiang and his sales colleague, Zhang Zhiyue, who were familiar with Lining, co founded NATAPER.

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The tone of the brand is personalization + specialization + forcing. The first running shoe OK42 is priced at 769 yuan.

But it's not so easy to introduce, "this shoe, we did a year and a half test.

Many details can only be run by myself, and I know that I have run ten horses and more than 900 K.

Lv Qiang said.

"For example, we found that when we ran to 20K, it was actually the most fatigued state.

The softening of the sole of the shoe will give vent to the lack of support and support.

So we adjusted the density of the middle sole of the shoe to a little bit more than that of the conventional running shoes. Using the high elastic EVA raw materials together with a single shot of four density, helped the runners to accelerate and maintain the stage.

In addition to constantly testing iterations in design, the supply chain of running shoes is quite complicated.

There are usually seventy or eighty parts of a sport shoe, and more than 300 production processes are needed to turn the material into finished shoes.

The team took a long time to find the factory that produced shoes for New Balance to help them build the first batch of products.

At present, NATAPER's first 1500 pairs of running shoes are sold on official platforms such as official micro stores, OG buying popular, FE marathon running shops and other online platforms. The team invited professional media and KOL evaluation of a wave running circle to accumulate word of mouth among professional runners.

The reason why we are concerned about NATAPER is that we found that the two symbolic brands of Nike and Adidas started with footwear, and shoes accounted for more than 50% of sales.

Coupled with the blowout of running events and the emergence of participants, it proves that the market has something to do.

However, footwear comparison

The threshold and technology content are higher, so the challenge to the entrepreneurial team is not small.

After more than a year, NATAPER has launched the first single item. It is very important to continue to introduce new products and make strong shoes.

In addition, for new domestic brands, the acceptance of professional runners is still to be seen.