OWNER BRAND LOKAL JANGAN TAKUT! POTENSI PASAR INDONESIA MASIH BESAR BANGET

Summary

This video features an in-depth conversation about the local sneaker brand Unet, founded by Om Yusep during the COVID-19 pandemic. Unet's philosophy revolves around embracing the 'nerd' culture, emphasizing that anyone can stand out. The brand focuses on offering high-quality, casual, and sport-style shoes at affordable prices, targeting young urban consumers, particularly students and young professionals. Om Yusep shares the journey of growing the brand, the challenges faced in marketing, and the future aspirations for Unet to become a recognizable name across Indonesia.

Takeaways

• 😀 The local shoe market in Indonesia is still very large and continues to grow, with many brands expanding. Despite this, there is still plenty of room for new brands to succeed.
• 😀 Unet, the local brand featured in the video, was founded during the COVID-19 pandemic in 2020 by a founder with a passion for shoes.
• 😀 The brand name 'Unet' combines 'Un' (meaning 'one') and 'Nerd,' representing the idea that even ordinary people can be extraordinary, breaking the negative stereotype associated with 'nerds.'
• 😀 The target market for Unet primarily consists of younger individuals, such as university students and young professionals, typically aged 30 and below.
• 😀 Unet focuses on casual and sporty shoes, with a new expansion into the women's shoe market to cater to a broader audience.
• 😀 The founder shared that the initial stages of starting the business were challenging, as he lacked knowledge of branding and shoe sales. However, through persistence and learning, he now has a clearer direction for the brand.
• 😀 Despite competing with larger brands, the Unet brand is seen as a competitor that can still stand out due to its quality and pricing.
• 😀 The founder emphasized that the brand doesn't view competitors as rivals but as collaborators, fostering a sense of brotherhood among local brands in the industry.
• 😀 Unet's products are positioned as both comfortable and affordable, offering value comparable to international brands, but at a more reasonable price.
• 😀 The ultimate hope for the brand is to see Unet shoes more widely recognized across Indonesia, to the point where it's a common sight in malls and daily life, representing a source of pride for its founder.

Q & A

What is the philosophy behind the name 'Unet'?

The name 'Unet' is a combination of two words, one being 'nerd.' While 'nerd' is often viewed negatively, the brand redefines it, emphasizing that people who may seem ordinary can actually be extraordinary. The idea is that even a 'nerd' can stand out and be successful.

How did the idea of starting Unet come about?

The idea of starting Unet emerged during the COVID period. With more free time, the founder wanted to create a local brand centered around their passion for sneakers. They were curious about the materials and design of shoes and wanted to explore the potential for creating something new.

Who is the target market for Unet shoes?

Unet primarily targets young adults, specifically university students and young professionals aged under 30. These individuals are often from urban areas and prefer footwear that helps them stand out in a crowd, as opposed to widely recognized international brands.

What sets Unet apart from other brands in the local market?

Unet differentiates itself by offering affordable casual and sporty shoes that provide similar comfort and style to international brands but at a lower price point. The shoes are aimed at those looking for unique, fashionable footwear without the high price tag.

How does the founder view the competition with other shoe brands?

The founder views other brands not as direct competitors but as partners. The competition is seen in a friendly light, and the brand believes that all players in the market are part of a larger community. For them, competition isn’t about rivalry, but about growing the local footwear industry together.

What challenges did Unet face when starting out?

Initially, the biggest challenge was the lack of knowledge in branding and shoe sales. The founder admitted to being 'clueless' about how to sell shoes or market a brand, which made the early days of Unet difficult. However, with time and learning, they were able to find a clear direction for the brand.

What kind of customer does Unet target in terms of their purchasing behavior?

Unet targets customers who are either buying their first pair of shoes or those looking to expand their shoe collection. These customers are interested in stylish footwear that suits both casual and sports settings, often choosing fashion over high-end international brands.

What has been the highest achievement for Unet so far?

Unet's highest achievement so far is the recognition and momentum they’ve gained in the market. Although still in the early stages of growth, they have managed to build a strong presence and have increased their sales through careful budget management and strategic marketing.

How does the founder feel about seeing Unet shoes being worn in public?

The founder feels a sense of pride and joy whenever they spot someone wearing Unet shoes, especially in public spaces like malls or popular areas. It represents a significant milestone in the brand’s journey, showing that their product has resonated with customers.

What is the brand's strategy regarding price and comfort?

Unet aims to offer products that provide excellent comfort at a competitive price. The founder emphasized that Unet shoes are priced affordably, making them a great alternative to international brands, offering similar comfort but at a fraction of the price.