Chapter 332 Burning Ice 001 Championship Edition
Restaurant, quiet private room.
After the meal was finished, Xu Chen asked the waiter to clear away the dishes and serve another pot of the best cooked Pu'er.
Xu Chen and Nie Fei, while drinking tea, roughly finished discussing the operational ideas of "Burning Ice Sports".
The two of them each had some ideas, and when compared with each other, they were both surprised.
At least in terms of the core brand strategy, the two people have the same thinking path. The differences in individual operational ideas also form perfect complementarity.
Nie Fei held a cup of Pu'er and drank it gently, her smile unable to conceal her surprise:
"Every time I chat with Teacher Xiao Xu, I get full of surprises...
I'm really curious about how you came up with these business framework ideas at such a young age. ”
Xu Chen helped Nie Fei get more tea: "I just work harder."
Nie Fei: “There are many people who work hard, but only a few succeed.
You are still different. ”
……
As Nie Fei analyzed at the beginning, competition in the current domestic sports brand market has become fierce.
Foreign brands such as Nike and Adidas have used huge operating expenses, top product quality, and cutting-edge design to build a solid moat and dominate the high-end and part of the mid-range market.
Domestic brands such as Li Ning and Anta have occupied the mid- to low-end product lines by virtue of their early user recognition and relatively affordable prices...
Under such circumstances, it is not easy for a new sports brand to gain momentum.
But it’s not easy, and it’s not entirely impossible.
In this regard, Xu Chen and Nie Fei have the same thinking.
Take sports shoes, the core of the sports category, as an example. International brands such as Nike and Adidas have very high brand premiums, with prices ranging from 500 to 700 to 700 to 800 yuan, which prohibits many domestic consumers.
In their cost structure, the largest proportion is actually brand premium, which also covers high investment in brand promotion, offline stores, etc.
The actual cost of shoes may only be tens or hundreds of yuan...
Domestic brands of footwear do not have much brand premium, but because they cannot afford high prices, they cannot "stack" product quality.
At the same time, there is still a big gap between product design and international brands.
……
At the juncture of 2006, several core domestic brands have not yet begun to truly invest in the development of mid-to-high-end product lines.
Or there have been some shallow attempts, but they all ended in failure.
This provides "Burning Ice Sports" with room for market entry.
The product quality and design level are comparable to international brands, but the second-tier price is relatively affordable, and with the brand bonus of "Xie Bingran", this is the core operating idea of "Burning Ice Sports".
In terms of overall brand positioning, Xu Chen also gave the definition of "national trend movement".
In 2006, the concept of "national trend" had not yet emerged, and domestic shoe and clothing brands were still mainly imitating and referring to Europe, the United States, Japan and South Korea.
Xu Chen's idea is to build a "sports trend brand with national feelings" by leveraging the national sentiment stirred up by Xie Bingran's "champion".
With avant-garde and trendy design, it integrates some Chinese national design elements and takes the lead in defining and shaping the concept of "national trend" in the industry.
"National trend sports, a sports trend brand with national feelings..."
Nie Fei pondered this sentence, feeling excited and unbearable:
“This idea is indeed unique. At least no domestic sports brand currently does this.
Everyone still mainly imitates and copies...
Even though some red-themed products have been launched, they have not had any influence..."
Xu Chen: “The requirements for product design will be relatively high.
I have seen several products made by Li Ning and Anta in the past two years. They have some ethnic elements, but they are somewhat rustic, and the design is too spliced.
If we want to define the word "national trend", we need to come up with a truly eye-catching design. ”
Nie Fei nodded: "There is a design studio in England, and there is Chen Youjian on Hong Kong Island...
But the cost will be more expensive. ”
Xu Chen: "The money is still worth spending."
Nie Fei smiled: "I feel relieved if you say that.
In fact, after I resigned from Jiaduobao, I also received a job invitation from a domestic sports brand.
I originally considered it, but after chatting with their boss, I found that they were very reluctant to spend money on design..."
Xu Chen said with a smile: "Anyway, what my dad and I can do is try to ensure the starting capital.
It is Sister Fei who has the final say on how to split it up. ”
……
When it comes to product entry, Xu Chen and Nie Fei also have the same idea.
In the early stages of the development of "Ranbing Sports", its flagship product focused on "professional sports running shoes".
Sports running shoes are a natural fit for Xie Bingran’s track image.
At the same time, running shoes are much stronger than clothing in terms of technology accumulation and brand premium.
Whether it is a domestic or foreign sports brand, the product line of "sports running shoes" is the foundation of the brand.
In terms of marketing strategy, Nie Fei also coincides with Xu Chen.
At present, whether it is Nike, Adidas or Li Ning Anta, their dealers still rely on a large number of distribution stores covering the country.
This has also pushed up the entry barrier for sports brands...
In the initial stage of Ranbing Sports, its own capital was not enough to support a large number of offline stores.
At the same time, without strong brand recognition, opening many offline stores is almost a waste of money.
But now in 2006, the rise of e-commerce has just provided an easy starting channel for the marketing and distribution of "Ran Bing Sports".
Currently, Taobao's Dau has exceeded 9 million, making it the largest shopping website in Asia.
The suggestion given by Nie Fei is to open an offline experience display store in Shanghai while opening the official online store.
After "Burning Ice Sports" reaches a large scale, we will decide whether to roll out a larger offline distribution network.
As a reborn person, Xu Chen still has some ready-made operational and hype ideas to provide.
"With Xie Bingran's popularity, coupled with top product quality, design, and gimmicks, the first product will definitely have a lot to see.
We can do something like a limited edition of 1,000 pairs.
Online official channels, reservations and rush sales, etc."
Xu Chen in his previous life had experienced shoe speculation, futures, and F codes.
Used in 2006, it can be regarded as a dimensionality reduction attack.
Xu Chen briefly talked about some operational ideas, and Nie Fei couldn't help but marvel:
"Obviously we have insufficient production capacity and are doing market verification, but you have caused a nationwide rush to buy it, and by the way, you can also create a wave of marketing enthusiasm.
You are really a little genius..."
Xu Chen thought about it again and said:
“You have to carefully choose the time to market, and find a time when Bing Ge wins the championship and is very popular.
The first product is called [Burning Ice 001, Limited Edition of 1,000 Double Champions]. ”
Nie Fei pondered these words:
"Burning Ice 001...limited to 1,000 pairs, championship edition.
Yes, once you hear it, you will go crazy with the rhythm! ”
Regarding the product differentiation of "Ran Bing 001", Xu Chen also directly gave the core ideas.
"Feeling like stepping on shit", "soft elastic midsole".
In the previous life, the most successful sports shoe marketing concept was the "shit-stepping feeling" concept launched by Adidas in 2013.
After Adidas' "popcorn" shoes became popular, the concept of "stomping on shit" became deeply rooted in people's hearts and profoundly affected the entire sports shoe category.
In the following ten years, brands such as Nike and Li Ning followed suit and launched sports shoes with soft elastic soles, which became a trend.
At this moment, in 2006, no brand has really started to develop the concepts of "shit-stepping feeling" and "soft elasticity", which provides a great market opportunity for "Burning Ice Sports".
Ranbing Sports not only defines "national trend sports", but also defines "feeling of stepping on shit".
……
Xu Chen said the core idea, and Nie Fei frowned, seeming to think about it seriously.
"This idea is quite novel...
In fact, various companies are making soft bombs, but they have not been specifically marketed as a concept.
Although the words "feeling like stepping on shit" are a little vulgar, they are very communicative.
I think young people will like it. "As a "professional" in the sports category, Nie Fei also did some professional knowledge popularization with Xu Chen.
Just like electric vehicles have three major parts: "motor", "electronic control" and "battery", sports running shoes also have "three major parts":
Upper, midsole, outsole.
The upper is responsible for wrapping, support and breathability.
The midsole is responsible for foot feel, elasticity, and cushioning, and is the key to comfort.
The outsole is responsible for wear resistance and anti-slip...
The "feeling of stepping on shit" and "soft elasticity" mentioned by Xu Chen are mainly solved by the "midsole".
The midsole is also the core component of professional running shoes, which determines the competitive performance of sports shoes.
Nie Fei is worthy of being an "industry professional" and is very familiar with the current mainstream technical principles in the industry.
Midsole technology is currently divided into two categories.
The first type is "mechanical structure", such as Nike's air cushion and ASICS' gel.
Check out the 16-9 book bar and see the correct version!
The mechanical structure is stable and durable, but the disadvantage is that the material has high mass density and the shoes are generally heavy.
The second is "foaming technology".
The Boost popcorn launched by Adidas later was actually an iterative foaming technology.
Foam materials have excellent rebound and are lightweight, which can meet the needs of lightweighting. However, the disadvantage is that they are not stable and durable.
The current foaming technology in the industry is mainly EVA foam, which has been used since 1975. At present, some mid-range shoes of domestic brands also use EVA foam...
If Xu Chen remembers correctly, Adidas’ Boost popcorn technology was first used on the midsole in 2013.
But this foaming technology was actually born as early as the 2000s.
At the same time, EVA foam also has iterative "secondary foaming" technology...
Xu Chen said: "The two midsole technologies that Sister Fei just mentioned.
My suggestion is to take the foam material route. Firstly, it can meet the demand for lightweight, and secondly, it is not like a mechanical structure that involves the patents of large manufacturers.
The only problem is that we need to find the best and most advanced foam materials in the industry. ”
Nie Fei was a little worried and said:
“Foam materials are still somewhat weak in terms of durability, so mid- to low-end products are also used in China…”
Xu Chen: “Don’t worry too much about this.
First, we need to look for the latest and best foam materials and find ways to solve some durability problems.
Secondly, our shoes are not sold at such high prices as Nike and ASICS, so we don’t need to put too much pressure on ourselves.
Third, sports running shoes are consumables after all. We can directly tell users how many kilometers they have been used and recommend replacement..."
The third point mentioned by Xu Chen also comes from the experience of previous lives.
In previous lives, in the 2010s and 2020s, with the rise of domestic "horse racing" culture, one or two professional horse racing brands and products were born in the country.
They have divided their products very finely,
For example, a certain product is suitable for long-distance running of 10 kilometers and has a lifespan of 1,000 kilometers.
Another product is suitable for long-distance running of 30 kilometers, with a lifespan of 500 kilometers...
This is actually a very "chicken thief" marketing operation.
On the one hand, it can make users feel very "professional", and it can be seen that there are technical considerations at first glance.
On the other hand, it also gives clear notes on the lifespan of running shoes, turning sports shoes into consumables that need to be "regularly replaced".
Invisibly, it also increases the "repurchase" of sports shoes...
These operational ideas from later generations were of great benefit to Nie Fei, and she couldn’t help but sigh:
"These ideas of yours are really novel and wonderful.
You and your dad are both born to do business..."
Xu Chen smiled and said: "I don't dare to compare with my dad, I'm just bragging.
In addition, there are also industry experts like Sister Fei who help me put my ideas into practice..."
Nie Fei smiled, picked up the teacup and touched it with Xu Chen:
"Fulfilling our mission."
……
In this way, over a pot of tea, the two of them chatted about the core implementation path of "Burning Ice Sports".
In the follow-up, it is mainly "general manager" Nie Fei who will promote it.
Financially, Fang Jun and Nie Fei have already started contacting each other, and with Teacher Fang Jun watching over them, Xu Chen hardly needs to worry about anything else.
In addition to the cash currently on Dongchen's advertising account, Fang Jun will also dismantle a fee from Dongchen Shares for the starting capital of "Burning Ice Sports".
In about half a year, we will gradually collect 10 million in cash.
Nie Fei and Xu Chen also roughly calculated that 10 million was enough as a starting point.
Taking advantage of Xie Bingran’s popularity, there is no need to invest additional large budget in the market...
For distribution channels, focus on e-commerce first and do not pursue excessive store coverage...
First focus on creating the first flagship product of "Burning Ice 001", and do not spread the product line too widely...
For these basic operations, 10 million is enough to start.
Then there is the issue of team building for "Burning Ice Sports".
Sun Amy and Gu Xinxin can each devote some of their energy to support Nie Fei, but for the company to succeed, it still needs to expand its team.
The most important thing at present is the need for talents in three modules.
First, a product expert is needed to help solve a series of problems on the product side, including supply chain, materials, factory docking, etc.
Second, an e-commerce distribution expert is needed to build the e-commerce system of Ranbing Sports, including online official stores and online promotion.
Third, a design expert is needed to handle the core product design. Of course, there is no rush in this aspect yet. Nie Fei plans to spend a budget first and find a top design company in the industry to finalize the design of "Burning Ice 001".
In addition, Amy Sun can still be more or less helpful.
Then there is the marketing and marketing module. Nie Fei, Sun Amy and Gu Xinxin can handle this, not to mention Xu Chen.
As for opening an offline store in Shanghai, the priority is not high at the moment and can be put off later.
……
……
The night wind was a bit cold.
Xu Chen took Nie Fei for a walk around the campus of Tonghai University.
Nie Fei smoked a slender cigarette and whispered:
"I'm really envious of you for having a successful career at such a young age..."
Xu Chen: "I have a successful career, and I still have to thank Sister Fei for helping me manage it."
Nie Fei: "You and your dad are really a rare father and son in a shopping mall."
Nie Fei took a puff of cigarette and suddenly said:
"Your dad, is he single?"
Xu Chen was stunned and looked at Sister Fei with a puzzled expression.
Nie Fei laughed and said:
"A diamond king like him is a real hot commodity.
If necessary, I can introduce some elite women to him.
There are many around me, many of whom are returnees from overseas, all of whom are older and ready to get married. ”
Xu Chen: "..."
Nie Fei thought about it again, turned to look at Xu Chen, and said with a smile:
"As I haven't said before, finding a stepmother for you and giving birth to a younger brother is really not something you can do."
Xu Chen smiled awkwardly and didn't say anything.
For some reason, Fang Jun and Wu Yue suddenly appeared in Xu Chen's mind.
Inexplicable.
……
……
(End of chapter)