Core Insights - The article discusses the strategic shift of the company 泰兰尼斯 from focusing solely on infant shoes to introducing a new product line, the "稳跑鞋" (Stable Running Shoes), aimed at older children, thereby expanding its market presence and product offerings [2][3]. Product Strategy - The company is positioning the "稳跑鞋" as a versatile shoe suitable for various activities, akin to an SUV in the children's footwear market, rather than specializing in a single sport [3][4]. - The founder, 丁飞, emphasizes the importance of understanding niche consumer needs through direct engagement rather than relying solely on traditional market research [3][4]. Product Development - The "稳跑鞋" features advanced materials, including a half-sole protective carbon plate and high-performance rubber, designed to provide support and safety for children during physical activities [4][5]. - The shoe is priced around 1500 yuan, placing it in the premium segment of the market, which reflects the high production costs associated with its advanced materials and technology [5][6]. Market Positioning - The company does not view established sports brands like Nike and Adidas as direct competitors, but rather aims to deepen its engagement with existing customers as they transition from infant to older children's products [7][8]. - Initial market feedback indicates a positive reception of the "稳跑鞋," with many customers reportedly making multiple purchases within a short period since its launch [7][8]. Customer Engagement - The company has implemented a "晒单机制" (feedback mechanism) to capture customer insights and improve product offerings based on direct consumer feedback [8].
保卫财富 科技赋能新消费 | 泰兰尼斯要做儿童跑鞋中的SUV
Jing Ji Guan Cha Wang·2025-10-10 07:53