The world's first running shoes digital series began with Xtep-

Production | Bullet Wealth View

Song Yang has been up to one's ears recently. As a cutting-edge artist, exhibition founder, singer and musician, he is known as an artist who is difficult to define because of his multifaceted artistic creativity. In 202 1 year, his online art museum was officially opened to the public. What he didn't expect was that NFT was originally launched to facilitate IP transactions in virtual space, but it quickly became popular because of the trend of NFT.

Recently, he said in an interview with the media: "Every day, many people from all over the world buy our NFT art products in the cloud, and young people's enthusiasm for digital collection is beyond imagination."

In fact, this round of "NFT" trend itself is a trend that spreads from technical geeks to the art field. Because based on blockchain technology, every node of NFT is irreplaceable and unchangeable, and the recorded artwork or product information is also unique.

Obviously, this coincides with the pursuit of individuality by young people. The collision between young people and new trends will undoubtedly create more possibilities. This new consumption frenzy has attracted many giants, such as Microsoft, Meta, Tencent and Ali. One by one, the metauniverse is laid out, trying to capture new assets. It can be said that since 202 1, the metauniverse has been in full swing.

After successful purchase, consumers can rely on the unique identification code given by blockchain technology to send pictures, print pictures and enjoy them at any time. Therefore, digital collections are also called "tangible and intangible" collections.

Young people have a natural sense of closeness and a high degree of acceptance of digital collections. As a generation growing up with the Internet, Generation Z has been exposed to more surreal movies and books since childhood, such as Avatar, Harry Potter and Three-body. Compared with the post-80s and post-90s, they hope to realize this kind of real and virtual vibration in some way, and the metauniverse is probably an important way for them to achieve their goals.

At present, although digital collections are still relatively small, all kinds of digital collections are extremely popular in the player circle. Earlier, some media reported that during the Spring Festival of the Year of the Tiger, all the cultural and creative digital collections issued by 24 museums sold well. Xtep's newly released 160 x- metauniverse is also continuing this popularity and sold out within 70 minutes.

Observing the followers of digital collection, it is not difficult to see that they are highly coincident with the running group. At the moment when "young people win the world", nearly 300 million young runners can wander in the meta-cosmic world, and naturally have a natural sense of closeness and trust in the special steps behind providing special cultural values.

In other words, running circles, metauniverses and young consumers with digital collections as the media have formed super stickiness and cohesion in the world of metauniverses.

Running and metauniverse, two seemingly completely unrelated things, how to "create miracles"? In fact, Xtep has made a good benchmark demonstration-that is, constantly strengthening contact with young users through experience innovation and product innovation.

Young people's choice of consumer goods is completely different from other age groups. They are born with an infinite love for sports. This is also the fundamental reason why all sports brands should find sports stars and movie stars who have great influence among young people as spokespersons.

In this context, collecting metacosmic virtual running shoes and sports equipment with NFT concept has become a trend among young people.

Seeing this change, Xtep not only released the latest 160X running shoes in this year's 32 1 run, but also simultaneously launched the world's first running shoes digital series-160x-meta-universe. This means that Xtep not only allows young users to have professional 160X physical running shoes, but also has unique virtual digital assets.

The significance of Xtep's move is not just as simple as releasing a product. The deeper significance lies in that it not only pries open the social essence of Z generation, which is unruly, fond of playing and chasing new things, but also arouses their expectation of another lifestyle, and also creates a precedent for domestic sports brands to establish digital assets in the meta-universe, leading the sporting goods industry to unlock more running passwords in the future.

Many people in the industry believe that the NFT-driven virtualized sports equipment and even the fashion trend market have gradually matured. In the past, fashion brands only needed to design and produce fashion items, but in the future, fashion brands should operate as a "content display platform" and develop into an integrated lifestyle of making content, display, games, scenes and props.

Why can Xtep continue to be the first in the industry? In the view of "bullet wealth", this is probably inseparable from its constant concentration and accumulation on the running track.

Since 2 1 year, Xtep has continued to exert its strength in core business and continuously consolidated the basic disk. Especially since Xtep strategic transformation began to focus on running in 2007, Xtep has been known as a "running expert" in the industry.

In recent years, Xtep has deeply bound the marathon and continued to dig deep into the running track. Xtep sponsored as many as 56 marathons and running events in 20 19. Even in 202 1, where the epidemic was seriously affected, Xtep sponsored as many as seven marathons. Although there were fewer events, the number of runners increased by 20%, and Xtep's performance showed a strong growth.

The latest Xtep 202 1 financial report data shows that Xtep Group's revenue 1001300 million yuan, up 22.5% year-on-year, which is the first time Xtep's annual revenue has exceeded100 billion yuan. Among them, Xtep's main brand revenue was 8.8465438 billion yuan, a year-on-year increase of 24.5%.

According to Ding, Chairman and CEO of Xtep Group, there are two main reasons for the increase in performance: First, the country has vigorously developed sports undertakings, and the number of runways and sports venues has increased, and the number of people running and exercising has increased; Secondly, young people's confidence in domestic brands has increased, and local sports brands have ushered in performance growth.

I have to say that Xtep's energy and achievements in running shoes really amazed the industry: in 200 1 year, at the beginning of Xtep brand establishment, Xtep's first-generation Huo Feng shoes inspired by Nicholas Tse guitar set a sales record of 654.38+0.2 million pairs of single products, which has been maintained to this day.

Today, 2 1 year later, 160X has become the beginning of climbing the peak of domestic running shoes. 160X 2.0, 160X PRO, 300X 2.0, etc. It has become a popular professional running shoe in running circles, and won many awards from the international authoritative media RUNNER'S WORLD Runner's World, among which 160X 2.0 has also been selected in the list of Chinese products with a reputation of "Bili Bili Z 100".

It can be expected that Xtep's newly released 160X3.0 and digital collection "160 x- Meta Universe" will surely lead China running shoes into a new era. This kind of progress is not only the development at the product level, but also the ultimate satisfaction for the reality and virtual consumption scenes of young users.

Behind Xtep running shoes is the confidence of Chinese people in national brands and the ingenuity of local running brands in products. Xtep has been leading the trend of running laps in China since its establishment. Today, it is not surprising that Xtep launched the first metacosmic digital series. After all, any action of the industry giants should be groundbreaking.

As Wu Lianyin, general manager of Xtep Running Division, said, "Taking Xtep Explosive Running Shoes 160X as the inspiration of Xtep Digital Collection is the next frontier and interactive ecology connecting all people who love running, life and the future".

It is foreseeable that Xtep will become the leading brand of sporting goods in the digital virtual world, and the beginning of all this is 160 x- meta-universe.