When a pair of slippers, you are rolled to run the marathon

@新 新 新

Author 丨 Sakuragi

Edit 丨 Monthly

It is not easy to make a call from the sneaker blogger Zhao Liang. After being interrupted many times in a row, Zhao Liang finally had time to chat.

"Everyone was squeezed here, like digging something." The baby in the mouth of Zhao Liang's mouth was called by the sneakers as the hottest sports item this summer -slippers.

Since May, Zhao Liang's home's many warehouses have been filled with slippers samples sent by manufacturers. "In the past, a video, shooting a product, now it is a variety of products for collection evaluation, otherwise it really can't be made."

As a Douyin blogger, Zhao Liang was 500,000 in Douyin fans. His videos were mainly evaluating sneakers. In the summer, his videos were almost all surrounded by various sports slippers. "It is nothing more than to work hard earlier. Peak has won a few years. Now everyone wants to copy the success of last year's grass card."

Zhao Liang's grass card, the full name "EQLZ Inc.", Won the first place in the new brand of Taobao 6.18 outdoor sports in 2021. At the same time, this year's grass cards have completed more than 10 million US dollars Pre-A round financing. The secret of its rapid growth is its slippers products. In 2021, the brand released sports slippers Equalizer Oasis, which were released several times and were empty several times.

A pair of slippers achieve a sports brand. At the moment when the consumer is still squeezing the bubble, many people in the industry are surprised.

This summer, the boom of slippers not only did not go out, but continued to ferment at a larger level. On a female -based little red book platform, searching for sports slippers, 40,000+ notes collection, and in sports community platforms such as Tiger Po, the discussion, evaluation, and recommendation posts on sports slippers are even more lively.

On the brand side, the front -line sports brand could not help joining this competition. Well -known domestic brands such as Tubu, Anta, and 361 degrees have updated their new slippers. Then to the multi -dimensional design blessing, almost all their unique survival. At the same time, in this internal volume, the joining of the niche brands, especially the vibrato bloggers such as wild ball emperors, pushed the inner rolls of a pair of slippers to the extreme.

What kind of new tricks do I have played by sports brands in the traditional impression in the traditional impression? Why are big and small brands struggling for this small market? In the case of sports shoes competition, where does the motivation of the inner volume come from? Will there be a brand to complete the counterattack with the help of slippers? This article tries to answer from three directions.

01 can you run a marathon slippers?

To this day, if you say that your concept of sports slippers is still in "stepping on shit", it almost means that it will be abandoned by the times.

In the narrative of the sneaker blogger's Taizhe, the current slippers are almost comparable to the top running shoes.

"It can be a combination of a carbon plate. Taking these shoes as an example, the midsole uses UFOAM supercritical foaming technology, and the inner palm also has non -slip relief shading. This is also the technology of the top domestic brand running shoes. "

And when the "new entropy" asked why the running shoes technology was applied to the field of slippers, Taizhe's answer was simple and direct. "At first, everyone pursued the feeling of stepping on shit, but later found that the light was not good. Then I started to pursue the rebound and rebound, so I started to pursue shock absorption, and now I get the supercritical foaming. The demand has always been there, everyone will always roll. "

In the introduction of professional science popularization, "supercritical foam technology" is a very professional sports shoes production technology, which is mostly used in sports shoes in professional fields such as basketball, marathon. "The shock absorption buffer effect is particularly good, and the weight is super light and elastic. The more prominent feature is wear resistance, and its abrasion resistance is three times that of natural rubber." , This slippers really have the conditions for running the marathon.

Unlike the previous technologies in the field of professional running shoes, this year has three newly released slippers. This kind of technology is used as "cap technology" technology.

In addition to the excellence in technology materials, in the field of slippers and other aspects, it is also in the same frequency benchmarking sports shoes.

After watching more than 20 bloggers' slippers evaluation videos, "new entropy" discovered that the standards for judging slippers are now more complicated, such as foot feel, face value, material, non -slip performance, increased data, model language, foot fitness degree , Shoes structure, drainage, breathable, price, joint model, etc.

Looking at these standards, the slippers of each brand have taken out the design standards that are not inferior to professional sports shoes.

"Peak's new Tai Chi Cloud slippers not only said that the attitude pole technology also explained how to reduce physical consumption through mechanical design when running. This year's slippers have designed a modular and detachable inner palm, which is breathable in breathable. The drainage has achieved the extreme. At the same time, the concept of fried concepts is the beauty of the alien spacecraft shape, and the inspiration is from the specialties of Shaolin Temple. "Zhao Liang said several tens of the ten pairs of slippers and functions.

Under such rigorous and detailed judgment, the original simple slippers suddenly had a rigorous temperament like technology sports products today.

Under this rigorous temperament, all brands seem to be passing consumers a strange cognition -slippers function should be very extensive, not only can they go out, they can even play basketball and run the marathon. 02 big -name manufacturers, actively open the volume

How did this slightly ridiculous demand created?

From the perspective of the recurrence, all the creators of all these are inseparable from two unexpected popular items. The first is a puppet that has been delisted for many years. In the 2020s, the lines on the line were obvious, and the largest single explosive product came from the Pyk -Polar Slipper series of annual sales of 2.14 million pairs, which was sold on the e -commerce platform for many consecutive months. Judging from the summary of professional analysts after post -professional analysts, the success of polar slippers is inseparable from its application of Peak's scientific and technological stance pole materials. In the slippers, the softness of the slippers of the slippers has been strengthened, and this approach has also laid a foreshadowing for today's slippers.

Excellent achievements led Peak's upward movements, and then chairman Xu Jingnan revealed the plan to return to A shares within three years in an interview with the media.

Second, Yeezy slippers under Adidas's trendy brand. Also in 2020, Yeezy officially released Yeezy Slide slippers, avant -garde shapes, and unique fashion temperament, coupled with the blessing of star designers, allowing the sales price of 499 yuan to be purchased. One empty, and was quickly fired by sneakers and fanatical fans to a maximum price of up to 2,000 yuan.

Limited release, coupled with the help of sneakers such as gains, make Yeezy Slide the existence of a shoulder -to -line big name and luxury goods, and it is difficult for a shoe to find the norm. At the same time, it also stimulates the nerves of a large sports factory from another dimension.

It is the success of these two products in the same year that the main factory that breaks the tranquility of the sports shoe market and has made the original market pattern that has become stable, and has to pay attention to the single product of slippers.

In the following 2021, domestic first -tier sports shoes brands such as Jordan, 361 degrees, Tubu, Li Ning, Anta, and other domestic sports shoes brands have begun to force their own slippers.

In the shape of the model, the future design of Yeezy is designed, and the black technology strategy is similar to a Peak on the product.

"From now on, polar slippers are at most the third echelon, and technology is not enough. Domestic Jordan uses the material of Feiying PB running shoes of the running shoes. Tubu also took out the midsole technology of 160X running shoes, plus plus The supercritical foaming technology, ranked first in the first echelon, has a stronger sense of design of 361 degrees and Anta. It solves the shortcomings of the puppet upper. It is the second echelon. "Sneakers blogger Mark talked in front of the camera.

Imitation+improvement has made the current slippers market almost the test grounds for the major sports manufacturers to display research and development capabilities and design capabilities. Any subtle experience will be quickly corrected. From the perspective of the influence of the feet, Sorconi, a subsidiary of Tubu, quickly designed the cradle sole, and at the same time use different materials inside and outside. To make it more followed. Before that, the Peak extremely upper material was hard, and many users reported that they would grind their feet. Among the new brands released this year, the brand facilitates the design process of super soft upper.

In addition, the "new entropy" actually explored 7 shopping malls and found that domestic brands attached more attention to sports slippers. In the specialty stores of Tubu, Pork, 361 degrees, In terms of enthusiasm, they all pay more attention.

"There are a lot of slippers this year. In addition to traditional slippers, we also have hole shoes products." The clerk in the specialty store in Tubu and Peak introduced to "New Entropy".

For large discounts such as Li Ning and Jordan, in their slippers products, 0 discount measures are used, and the unit price of nearly 200 yuan is also particularly eye -catching in Li Ning's store.

In this grand inner volume, not only the big brand is exerting its strength, but also a wave of wild brands is also secretly working hard, trying to go up by slippers.

03 Small brands, wait for the opportunity to move

If the traditional large manufacturer joins this competition, it is the helplessness of some passive inner rolls, then the participation of some emerging brands will be more ambitious with subverters.

They take the initiative to attack the ultra -thin scores that have been ignored by big names, and cooperate with China's complete supply chain to rapid expansion. It is inevitable that people are reminiscent of Lululemon and AllBirds, which are hard from the giant's mouth.

The most obvious case is EQLZ, which has received tens of millions of dollars. The founder of the brand comes from well -known brands such as Adidas and Anta. They use mature concepts, plus capital to promote the promotion of capital, and let them quickly rank among the new brands. In 2021, they were rated as "high -dive sports brands". After the selling of slippers categories, the grass card is quickly promoting its full category products, sports tide clothes, basketball shoes, casual shoes, hundreds of SKUs together, more like a long -planned end.

At the beginning of the day, Miao Miao, the capital partner, also said when he evaluated the grass card: In recent years, with the improvement of national cultural self -confidence and the rapid iteration of the sports industry, China already has the soil of emerging sports brands.

Unlike the rapid superiority of the grass card, the subversion of the Douyin blogger wild ball emperor has performed channel traffic transfer to the fullest. As a sports label with more than 1 million bloggers with a dozen Douyin fans, the wild ball emperor also recently released his first shoe product- "luck" slippers. Although there are not many technological content, it is right, but it is right, but it is right, but it is right, but it is right, but it is right, but it is right. Under the unfavorable conditions for pre -sale waiting periods for more than 20 days, it is still snapped up by fans. I have to say that the wild ball emperor used the realization of the fan economy and traffic to the extreme. At the same time, carefully observe the vibrato small yellow car of the pill emperor. After one month of launching, the sales of luck and slippers have exceeded 10,000 pairs. The brand line of the main exposure+single product explosion has been quietly formed.

"Luck" slippers, as the first shoe product of the wild ball emperor, opened its development space to some extent, and the rapid feedback and consumer support of fans also gave them greater possibilities in the future. Sliprs are more like a certain inevitable result under the growth of the vibrato growth of the vibrato.

Among the hot sports categories, wild ball emperors, grass cards, and UZIS use their own traffic to quickly attract attention. At the same time, it is directly countermeasures that do not have stress products. Create your own ability endorsement, so as to further enhance your brand image.

The racing of slippers has developed into a fierce stage. It is like a crack in a large factory, allowing countless chasing people to quickly influx, and try to tear a larger gap from here.

Of course, whether such a subversion will happen is unknown, but the inspiration of this crack deserves countless runners.

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