Use black technology to climb the "peak of 10 billion" of sports trends| Peak × Zhiyi
In recent years, we have noticed an upsurge in sports at home and abroad:
-
Major luxury brands are keen to co-brand with Adidas, Nike, etc., attracting both attention and money;
-
The Athflow style mixed and matched by the fashionistas leads the new trend;
-
Domestic sports brands such as Li Ning and Anta have "changed the tide", contributing to the formation of the national tide phenomenon;
……
Obviously, the two-way rush of "sports" and "trend" is giving birth to a new consumer market and business model, expanding the boundaries of categories, and making fashion sports and sports fashion brands become two major trend points that cannot be ignored in the entire footwear and apparel industry.
Based on this,In order to more efficiently capture this unstoppable trend of "sports trend", the well-known domestic sports brand Peak reached a strategic cooperation with Zhiyi Technology this year, will be with the help of its "Sports Zone", "Getting Things" and "Shaking Clothes"Data intelligence SaaS products in the apparel industry to achieve digital user and style insights.
Speaking of Peak, I believe many people still remember that loud:
Founded in 1989, this veteran domestic sports brand has experienced more than 30 years of ups and downs in the business world.It is like the "peak" brand name and LOGOThe peaks of the table, there are peaks, there are also turns,It has reached a new stage of its establishmentsegment。
Once, Peak sponsored the Bayi men's basketball team and pioneered the development of the first pair of plus-size basketball shoes in China for the "Bayi team";Sponsored the NBA Rockets to make the logo appear in the Toyota Center Arena in Houston;Create exclusive boots for many stars such as Battier and Parker, and become the official marketing partner of the NBA;Together with Li Ning, Anta, 361° and Xtep, it is known as one of the five major sports brands in China...
However, in the face of the expansion of demand in the entire footwear and apparel market, as well as the change of consumption concepts in the new generation of multi-level, multi-scene and multi-circle, countless old brands have more or less fallen into the embarrassing situation of "cheap and old", and have to start exploring how to tap more potential new and old customers for brands, so as to promote the efficient growth of enterprises.
Peak is no exception. On the one hand, there is the increasing demand for "personalization" from consumers, and on the other hand, the general trend of "digitalization" in the entire industry. In the double urgency, Peak chose to take the initiative.
The time for a comeback is fast approaching. In 2018, Peak released the adaptive midsole technology "State Pole", which caused a violent response at home and abroad as soon as it came out, and since then it has continuously created scientific and technological explosions in the fields of running and basketball, creating a miracle of corporate recovery like a phoenix. As of the end of August 2022, the cumulative sales of Peak Tide Technology series products have exceeded 20 million pairs, contributing more than 4 billion yuan in sales.
Behind a series of "King Bomb" explosions,In addition to the hard-core black technology "state pole", there is also Peak's concept of "user co-creation".。 At the 2019 new product launch conference, Xu Zhihua, CEO of Peak, said: "We hope to continue to listen to the voice of consumers. For Peak, bad reviews mean that users are supporting us and paying attention to us. ”
To this end, Peak did not shy away from printing consumers' negative reviews and complaints about the product on the shoebox, framed it in a photo frame, and also displayed it at the press conference.This sincere attitude and the follow-up optimization of the new products have been affirmed, and it has also benignly urged the designers to pay attention to every real feedback from consumers.
In 2023, the "sports trend" will rise and the wave of digitalization will surge. In order to have a better and more comprehensive insight into the needs of consumers, so as to continue to develop good products that consumers really love, and seize the "sports trend" market,Peak has reached a strategic cooperation with Zhiyi Technology, and decided to further promote the digital exploration of fashion trends through its "Sports Zone", "Dewu Zone" and "Shake Clothes" products。
Next, we will demonstrate how to efficiently create a "national trend" with the help of Zhiyi data intelligence SaaS according to the "sports trend" solution provided by Zhiyi Technology for Peak.
Whether it is the blue ocean of the national tide in the early years, or the tide brand that has become the red ocean in recent years, Peak has always adhered to a clear understanding:
"The dividends of the national tide cannot allow domestic brands to grow with their eyes closed."
In Peak's view,The willingness of the new generation of consumers to put Chinese brands on an equal footing with foreign brands is a huge progress, but this also requires that the product must have its own characteristics, "You can only get widespread support if you discover their pain points and use technology to achieve a new experience." ”
Therefore, using digital means to gain insight into consumer needs, dig out their pain points, and the latest market trends such as style/category preferences is an established path that has been proven and proven by Peak.
Consumer Insights - "Shake Clothes", "Dewu Zone"
Before and after entering a new channel/platform, brands need to at least use data to make up for the cognitive gaps in operation management, such as determining the consumption preferences of the crowd, content marketing strategies, talent cooperation screening, channel customized clothing, or the most basic quantity/price/SKU and other parameter decisions when selecting products on the shelves.
The footwear and clothing industry attaches more importance to itDouyin, Dewu channelFor example.
is also the TOP10 women's T-shirt ranking in the past 30 days, and there are more style design points on "Douyin", and the color SKUs are more diversified, while the "Dewu" is generally black, white and gray LOGO printing patterns; Or it is also the official store of the Adidas brand, and the "Douyin" channel has more T-shirt print patterns, and the "Dewu" is mostly a large logo in the middle of the chest.
For the same T-shirt, it is not uncommon for channel A to be unsalable and channel B to be popular. It can be seen that even if a brand has years of experience, it still needs to analyze the specific needs of consumers in the market and the channels/platforms it operates. If there is no digital intervention, the number and proportion of new product planning and even the selection of products on the shelves are still "crossing the river by feeling the stones", and there will beDeficiencies in the lack of definitive guidance are exposed。
With the empowerment of data intelligence SaaS products in the apparel industry such as "Shake Clothes" and "Dewu Zone",Brand merchants can easily discover the specific preferences and pain points of consumers on Douyin and DewuAnd select a more accurate sales track for them, and use data to select the most certain way to plan new product development and operation, including marketing cooperation, big promotion planning, etc., to reduce the risk of any subjective decision-making.
Sports Trend Insight - "Knowledge-Sports Zone"
"Sports Zone" is a new product launched in the first quarter of 23, which can be simply regarded as a productThe market detector of "sports trends",fromFind styles, look at outfits, find brands and look at trendsFour major demand points are cut in, one-stop to help clothing brands that want to do "sports trends" to obtain relevant trend information.
Different from other products in the Zhiyi series, the "Sports Zone" presets a variety of sports trends such as camping style, functional style, leisure sports style, and workwear style.It is an extremely accurate vertical style track "through train", there is no need for brand merchants to do classification and sorting step by step.
In the specific use process, brand merchants can use different functions according to any purpose such as finding money, looking at clothes, finding brands or looking at trends.
For example, looking for styles and looking at outfits. The "Sports Zone" opens up the global fashion information in the Zhiyi series of products, and also brings together the latest styles from dozens of platforms such as shows, brand pre-sales, fashion blockbusters, INS, Xiaohongshu and street photography, as well as cutting-edge brand recommendations, high-quality talent bloggers display, and their market sales overview, social media interaction data, etc. as filtering conditions, so that clothing brands can efficiently and accurately capture sports trends.
In addition, there is a [Trend Report] exclusive to "Sports Trend", which exclusively analyzes the fashion trends under the style, such as core items, colors, fabrics, etc., as well as analyzes relevant data, brands, influencers and other social media information, based on design trend points, forward-looking, and more down-to-earth to provide clothing brands with both market attributes and design sense of trend analysis.
For example, we recently released"Sports & Outdoor Apparel Category Opportunity Insights (Sun-Protective Clothing)"(Click on the blue word to jump to read)It is a trend report produced by the "Sports Zone", which analyzes the data of opportunity price segments, hot-selling stores, and key trend points of the entire outdoor industry and the sunscreen clothing category that has exploded in recent years.If the brand has a plan to develop a sunscreen clothing category in the near future, it can be directly used as a supplementary reference for product planning.
All in all, cooperating with Zhiyi Technology and accessing a series of data intelligence SaaS products in the apparel industry, such as "Shake Clothes", "Sports Zone", and "Dewu Zone", is an important measure for Peak to gain digital insight into consumers and fashion trends, and it is also an indispensable key step in the new stage of its digital transformation.
AsXu Zhihua, CEO of Peak, is hereScheduled for 2022The strategic goal of "revenue exceeding 10 billion yuan" is with himIn the office, there is a four-character plaque of "Peak in the World" to confirm each other, thatThe vision of "to be based in China, to go to the world, and to continue to climb the peak" needs to be implemented into reality.Based in ChinaSports marketto create a world leaderof the trend".
Zhiyi also hopes to use the service of 4000 The successful experience of apparel brands has helped Peak accurately gain insight into consumers and explore sports trends in China and the world, with the power of AI big data, to achieve itTen billion goals.
source
1. "Peak Delisted for 6 Years, Turning Around and Hurrying", Lazy Bear Sports
2. "Peak Can Still Play", financial and unscrupulous
