The Race isn't Over: Asics' Uphill Battle in India's Ecommerce Sector

Running, jogging, sprinting - these are the first things that spring to mind when one hears the name 'Asics'. The globally-renowned sportswear giant is a champion in the realm of athletic footwear. However, when it comes to the Flipkart's ecommerce battlefield in India, Asics finds itself in a marathon rather than a sprint.

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In a surprising twist, which has been diligently spotted by Vumonic, Asics doesn’t seem to have sprinted to the forefront of consumer demand on Flipkart. Perhaps the baton of blame can be passed to the high Average Order Value (AOV). A pair of Asics shoes, touted as a 'sprint to comfort', can set you back a significant 2800 to 3000 INR. However, those hunting for bargains won't find much respite in the 'minimal' discount of around 50 INR offered on these high-value orders. It seems Asics has chosen a more 'exclusive' lane, perhaps aiming for the more premium, quality-focused customer, over the budget-conscious shopper.

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The interesting thing about marathons though, they're all about pacing. Cue the Flipkart's "Big Saving Days Sale 2022", a week-long shopping spree that saw Asics experience a surge of sales starting December 17th. The timing here is no coincidence, folks! The sale period kicked off on December 16th, suggesting that Asics enthusiasts had been lacing up, ready to sprint towards those deals the moment the starting gun sounded.

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On the product front, Asics continued to showcase its prowess in creating stellar running shoes. Their top sellers included 'GEL CONTEND 4B Running Shoes',  'GT- Express 2 Running Shoes',  'Novablast 2 Sneakers',  'GEL-COURTMOV Tennis Shoes',  and 'GEL CONTEND 4B+ Running Shoes'. Yet, these hot-steppers failed to crack the list of top-selling products in the men's footwear category on Flipkart. A clear sign that while Asics has a loyal following, it's yet to run circles around its competitors in this space.

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Despite the hurdles, it's important to remember that Asics is in it for the long haul. With its consistent commitment to quality and a dedicated fan base waiting for the perfect time to snatch up their favourite pair of shoes, Asics isn't about to hang up its running shoes just yet.

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So, my dear readers, let's watch this space. Because in the race of ecommerce, it's not about who starts off fast, but who can maintain the pace and finish strong. And remember, when it comes to tracking the pulse of India's ecommerce sector, Vumonic is the one leading the pack.

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