Continuing to deeply cultivate the Chinese market, Arthur China President Gao Kai: Adhering to "people-oriented" technology innovation in life | Sports | Technology

Release time:Apr 14, 2024 04:54 AM

In recent years, with the people's higher pursuit of a healthy lifestyle, running, as a popular form of exercise, is being pursued by more and more people. Arthur's, as a globally renowned sports brand, is gaining momentum in the Chinese market and has launched a series of sports equipment ranging from sneakers to clothing according to market demand. Based on data from recent fiscal years, the Chinese market has become Arthur's fourth largest global market after Europe, North America, and Japan.

Arthur China President Gao Kai said that "a sound spirit lies in a strong physique" is the philosophy that Arthur has always adhered to. The brand has long been committed to using sports to boost physical and mental health and create a positive and healthy life for sports enthusiasts. The Chinese market is of great significance for the future development of Arthas. The brand will continue to deeply cultivate the Chinese market, encourage the public to feel themselves through sports, accumulate real touches in life, and thus harvest a "sensory" lifestyle.

Be optimistic about the Chinese market and increase layout efforts

In May of this year, Arthur's announced its Q1 2023 results: In the first three months of 2023, Arthur's Group's net sales increased by 45% year-on-year to 152.2 billion yen, setting a single quarter sales record. Net profit increased by 87% compared to the same period last year, to 16.3 billion yen. Among them, the professional running sector had the highest net sales, with a year-on-year increase of 32.6%, reaching 77.9 billion yen; The net sales of the ball sports sector increased by 122.4%, reaching 22.7 billion yen. Sales in Greater China increased by 41.2%.

Faced with this strong development momentum, Gao Kai said that it is not unrelated to the boost in consumer confidence. Currently, sports events are restarting one after another, and people's awareness of protecting health and adhering to sports has greatly increased. The demand for sports shoes and clothing has also increased accordingly. Sports and fitness have become an indispensable part of many people's lives, and the demand for sports consumer goods such as sports shoes, sportswear, and fitness equipment continues to grow, driving the rapid expansion of the entire market.

As far as the Chinese market is concerned, with the improvement of income levels and changes in consumer attitudes, Chinese consumers have increasingly higher requirements for sports products. They place greater emphasis on quality, functionality, and technological innovation, and their demand for personalization and customization is also increasing. This provides an opportunity for Arthur, who insists on creating a high-quality life through technological innovation.

Since its establishment, Arthur has always adhered to the spirit of "people-oriented" craftsmanship. The Arthur Institute of Ergonomics, located in Kobe, Japan, combines big data analysis of human natural activities and movements to develop every product and technology that emphasizes "people-oriented"; In order to better serve the Chinese market, Arthur's Greater China headquarters was established in Shanghai, and in 2019, a China R&D center was established to better develop in response to the needs of the local Chinese market.

Previously, in order to better meet the needs of domestic consumers, Arthas specially developed the TECH PLUS local technology clothing family, focusing on tackling problems that may be encountered during exercise, such as icy cooling, anti sweat and anti stain, and antibacterial. Arthur's China R&D team has also launched the new GEL-KAHANA TR V2 series for outdoor enthusiasts, meeting their urban outdoor scene needs with avant-garde design concepts and outstanding functional attributes.

With the continuous deepening of its layout in the Chinese market, Arthas become more proficient in various "local gameplay", further narrowing the distance with Chinese consumers and improving its sales performance in the Chinese market.

In the new retail environment, Arthur's continuously promotes the development strategy of integrating online and offline channels to meet the comprehensive needs of consumers for shopping, leisure, and social interaction. On the one hand, Arthur's actively responded to the call for the development of the "first store economy", creating different types and high specifications of first stores, and deepening and improving offline store services, enhancing the sports community experience, and helping to stimulate new consumption momentum. On the other hand, Arthur has tapped online potential channels, embraced the digital wave, reconstructed the way of communication between brands and consumers, and established refined marketing channels. Arthur can be seen on Tmall, Xiaohongshu, Tiktok and other platforms.

Continuing to deeply cultivate the Chinese market, Arthur China President Gao Kai: Adhering to "people-oriented" technology innovation in life | Sports | Technology

Supporting youth sports and serving the goal of becoming a sports powerhouse

As one of the important milestones in Arthur's localization development in China, on April 28th this year, Arthur collaborated with the Samaranch Sports Development Foundation and Haidian Foreign Language Education Group to launch the Samaranch Comprehensive Excellence Plan. Through the integration of sports and education, it aims to cultivate a new generation of outstanding Chinese youth who can tell the story of China well in international languages on a global scale, helping to accelerate the construction and realization of the vision of a sports powerhouse.

Gao Kai further explained that Arthas is committed to the development of youth sports, and it is also to further promote the implementation of the brand concept of "a sound spirit embedded in a strong physique". Since the release of the 14th Five Year Plan, accelerating the construction of a sports powerhouse has become one of China's overall development goals. In response to this call, Arthur's China has become one of the first partners of the Samaranch Total Excellence Program. In the future, it will work together with all parties to promote the integration of sports and education in more diverse forms, plant the seeds of sports in the hearts of young people, cultivate sports habits, and help achieve the goal of becoming a sports powerhouse.

In fact, assisting the development of youth sports is Arthur's consistent strategy in China.

As early as November 2019, the Samaranch Sports Development Foundation and Arthur China jointly established the "Samaranch Arthur Xiangyang Fund". The name of "Xiangyang" comes from the love of sunflowers by Yoshihiro Onizuka, founder of Arthur. Children are like sunflowers. Sports are like clear water and sunshine in life, giving children vitality and making them shine in the future. Since the establishment of Xiangyang Foundation, it has carried out the Chinese Senior high school Football Championship, tennis activities and a number of donations. The rich and colorful sports activities have strengthened the sports skills of young people, promoted international sports exchanges, spread the Olympic spirit among young people, and carried forward the Olympic values.

This year, with the implementation of the Samaranch All Excellence Plan, the 2023 ASICS Arthur Youth Tennis Tour and Samaranch Cup Hainan Youth Tennis Challenge officially kicked off on April 29th in Qionghai, Hainan, providing a stage for sports loving teenagers to sweat to their heart's content.

Last August, Arthur founded the "Arthur Youth Tennis Tour" as an IP event with the aim of creating a good gaming experience and a fair competition environment. Once launched, this original competition has been highly regarded and favored by the tennis industry, as it provides a professional competition platform and high-quality participation experience for domestic tennis youths.

This year, the overall level of the competition has been upgraded, with not only an increase in the number of city stops, but also the final being held during the Shanghai Masters. Young contestants have the opportunity to interact with world-class athletes. The top players in the finals will be invited to participate in the Arthur Masters Training Camp in Spain, aiming to further promote sports and cultural exchanges between China and the West by taking advantage of the 50th anniversary of diplomatic relations.

"Teenagers are the future of the country, and Arthur hopes to contribute brand strength to national health and the development of China's sports industry by supporting youth sports," said Gao Kai.

Experience innovative capabilities and achieve a sense of "I bring myself"

In order to better arouse the enthusiasm of national sports, Arthur launched the "I Bring Sense" global brand theme activity in February this year, encouraging the public to consider sports as a sustainable and healthy lifestyle and component of life, fully experiencing the real touch in life, coping with and alleviating anxiety through every feeling brought by sports, and boosting the body and mind with positive energy, making life more "meaningful". In order to further elaborate on the theme concept of "I bring my own feeling", Arthur invited actor Peng Yuchang, Olympic short track speed skating champion Qu Chunyu, and director Liu Xunzimo to tell the stories of characters who gain positive energy through sports through short videos.

Gao Kai said that the theme of "I bring my own feeling" is also based on Arthur's "people-oriented" design philosophy and technological strength, because Arthur's design philosophy can provide comprehensive support for "feeling" sports life - based on user testing, scientific research, innovative spirit, and sustainable development, to create excellent products, accompany and help every person who loves life and sports.

In July of this year, Arthur's latest professional running shoe GEL-KAYANO 30 was officially released, also to allow more people to truly experience a "sensory" life. Gao Kai introduced that the GEL-KAYANO 30 has a brand new stable structure, which further enhances the product's adaptability and meets the foot stability needs of runners, allowing every runner to feel a new level of stability and comfort from start to finish.

Originally, GEL-KAYANO 30 adopted a brand new 4D boot system. This system is based on biomechanical research, which not only enhances the support of running shoes for the feet, but also takes into account the different movement states of the human body in design considerations, helping runners achieve sufficient stability and ideal comfort under various running intensities, allowing the arch of the foot to quickly return to a balanced position.

GEL-KAYANO 30

Compared to the previous generation of products, the new PureGEL material used in GEL-KAYANO 30 has also been comprehensively upgraded in terms of softness, helping runners better alleviate the impact felt when landing. In order to further enhance wearing comfort, the GEL-KAYANO 30 is equipped with an environmentally friendly FF BLAST PLUS midsole material that combines lightweight and resilience, and the thickness has been increased by 4 millimeters. Many runners have reported in tests that wearing the GEL-KAYANO 30 feels more comfortable on their feet after long-distance running than when they first started.

Starting from July 1st, the brand new GEL-KAYANO 30 running shoes have been gradually released through Arthur's Tmall flagship and specialty stores, and consumers who have tried them have sent positive reviews. And this is exactly the feedback that Arthur's R&D personnel are looking forward to.

For foreign-funded enterprises, "in China, for China" is an important development goal, and Arthur is no exception. Gao Kai is pleased to share that in November this year, Arthur will participate in the China International Import Expo held in Shanghai for the fourth consecutive year. Through the CIIE platform, not only can Chinese consumers have a deep understanding of the cutting-edge technology and innovative products of brands, but also enable brands to more accurately grasp the trends of the Chinese market and the practical needs of consumers, and do a good job in continuing to cultivate the local market in the future.

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"The golden mountain is slowly flowing, and the tin water is devoid of vegetation and spring". The scenery of the Taihu Lake Lake is picturesque, and the scenery of lakes and mountains is intoxicating. Wuxi, known as the "Pearl of the Taihu Lake Lake", is not only home to many famous literati, but also an important economic center in eastern China, with developed industry and commerce. Since the lifting of the local pickup truck ban last year and the official implementation of the Wuxi Service Integration into the Shanghai Metropolitan Area Action Plan this year, the Wuxi pickup truck market has ushered in new opportunities for development. Diversified lifestyles such as mountain running, fishing, skiing, and camping have emerged, injecting fresh vitality into the local pickup truck life. On August 12th, the StarCraft pickup truck was heavily launched in Wuxi, shining in the East China region with its hardcore quality. At the delivery ceremony, the first batch of interstellar pickup truck owners also officially picked up their beloved cars, taking the lead in embarking on a "interstellar" journey. On site by SAIC Maxus MA

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