Bi Mai: From The Boss To The Employees To The Users, They Use "Participatory" Marketing.

Running is simple, but running equipment is luxurious, with only one pair of high-tech ones.

It's going to cost thousands of dollars. Like the author, I want to experience the one-step weaving of vamp, TPU heel support, double density midsole, and a high-tech installation to prevent twisting.

At this time, there was a man named "Mai Mai".

The emergence of a low price of three hundred yuan, one thousand yuan of enjoyment, so that a group of runners began to move.

Then, what kind of company is it? What kind of company does it have? From the establishment of the company in February 2015 to the first product line in April 2015, and now it has been seen in the public view with its own rhythm and way, and only one year and a half later, they have only done one thing: "change the rules of the traditional industry for more than 40 years! Build a brand new sports business mode with runners, so that everyone can afford a good product with high quality and low price.

A picture reveals the price chain of running shoes:

Running shoes price

Bi Mai has been very low-key in the past year and a half. Some people say that marketing is not in place, but the author prefers to believe that it is waiting for a time to contact: the key to detonate the running market.

From the boss to the employees and to the users, "Participatory" marketing is used.

At the same time, low-key must also take a little effort.

Online, from WeChat

Jingdong also has various stores to start together, while more than 500 Tucao members are installed.

Under the line, there are nearly 50 shops in more than ten cities, and a variety of running activities such as Chaoyang small monster running.

Besides, it also focuses on employees and users.

On the staff side, running and punching cards at work time can also run for 13 hours for a pair of new products and feel wear resistance. On the user side, in order to further optimize the running shoes function and launch a wave free experience activity, the newly launched Park 7 Heritage has sent out 1000 double free places of experience, pushing the product to the consumers, letting them feel the feedback information of the products, not afraid of problems, only solving problems. The viral marketing side helps him to radiate among thousands of users -- all of them are in the layout, after all, every step from 0 to 1 is surpassing and not so simple.

At the same time, in fact, there must be a big crocodile in the navigation, Zhang Zhiyong, founder Zhang Zhiyong, from a small employee to the president of Lining, to make Lining big and strong, from one billion to nearly ten billion, and after more than 20 years of work experience, after his resignation from Lining in 2012, he has finally been waiting for the upgrades of the sports industry for two years.

They run from the first run to the two horses in one year, and each new product is tried on the front of the body in person, from production to operation to the later stage, and the whole staff participates in the whole staff's feeling.

Using "Participatory" marketing, giving voice to consumers, must have an explosive effect.

But I want to emphasize that participatory marketing is good, but when participation becomes interference marketing, the accumulation of information will have a disorder effect on enterprises.

Therefore, it is important to participate in the audit of marketing: screening, reading - resetting.

Moreover, participation in marketing alone can not make enterprises bigger.

At present, Bi Mai is a running group and a "word of mouth" word-of-mouth based on users. But when I took part in half horse, I could see that there was only a handful of sincerity in the 6000 person's scale.

The mode of wide competition will become more and more innovative in the future.

Although the sports products are slow and meticulous, the sports outlet is not waiting for people. The major brands are coming out with all kinds of new black technology, so that the running equipment industry is approaching the Red Sea rapidly.

Therefore, in addition to focusing on its own development, we must broaden our horizons while looking for breakthrough points in the major sports brands at home and abroad.

At present, Zhang Zhiyue, who also worked as a sales colleague in Lining for five years in Lining, founded NATAPER brand.

The brand's main mode is "personalized + professional + forced grid", the first running shoes OK42 sells for 769 yuan, the author went to Taobao to see the sales volume, it is very small indeed, three stores add up ten sales volume, the total evaluation is only 150.

这其实给了想要在跑鞋市场发光发热的企业敲响警钟，资本市场不认“原创”字眼是否文艺，只认你有没有市场能不能给资本带来利好，必迈给自己的定位是为国货精品，国货精品现在有么，有，以李宁安踏为代表的一派国货正在上演激烈角逐，李宁今年开始试水互联网+，推出的智能跑鞋上架一个月销量破十万，安踏更是在2015年成为第一个过百亿的国内体育用品公司，从安踏公布的2016年上半年业绩报告来看，安踏半年利润11.3亿元，比李宁、特步、361度三家利润之和还多3.64亿元，发力越来越猛;互联网运动品牌有么，有，而且可以预料的是，会有越来越多的运动品牌与智能可穿戴设备还有互联网元素联合，前后夹击，必迈要做到国货互联网精品还要多久?

Focus or block the way back.

Concentration is narrowing, and the focus on the field of running shoes seems to mean that the road ahead will be limited.

And Anta, like Nike ADI and Lining, is a multi directional brand in running shoes, basketball shoes and sports shoes.

In addition, they can use the advertising source and sponsorship export is also wide, all kinds of events from the National Games Asian Games to the world championships Olympic Games, can strive for brand sponsorship, national sports events can also strengthen their sports image.