Sepatu merupakan penentu di dalam menjalankan berbagai aktivitas olahraga. Sepatu yang bagus tentunya sangat mempengaruhi performa di lapangan.
Ortuseight adalah sebuah brand yang didirikan di bawah PT. Vita Nova Atletik pada Februari 2018. Perusahaan yang bergerak di bidang olahraga ini sudah berkecimpung lama di industri olahraga di Indonesia.
Ortuseight adalah sebuah brand yang didirikan di bawah PT. Vita Nova Atletik pada Februari 2018. Perusahaan yang bergerak di bidang olahraga ini sudah berkecimpung lama di industri olahraga di Indonesia.
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TVTranscript
00:00Thank you for joining us, and now I'm joined by my friend Prisas Sombodato.
00:05I'm sure there are a lot of local products that are very popular.
00:11You must be one of the shoe lovers.
00:13I know you have three of these brands.
00:15Yes.
00:16You often wear them, right?
00:17Yes.
00:18Well, that's it, Prisas Sombodato.
00:20We're going to talk about an Indonesian sports manufacturing company
00:23based in Tanggrang.
00:25It's called Ortus A.
00:27Yes, that's right.
00:28Today's topic is Ulik Potensi Bisnis,
00:30a local sports shoes manufacturer.
00:32We're joined by Mas Yuda Amardika,
00:35Ortus A. brand manager.
00:36Welcome.
00:37Hello, Mas Yuda.
00:41How are you, Mas?
00:44You still look muted, Mas Yuda.
00:49Hello, Mas Yuda.
00:52You're still muted, but your voice hasn't joined yet.
00:57Mas Yuda, your voice is still muted.
00:59Can you turn it back on?
01:04Can you hear my voice?
01:05Yes, we can hear you, Mas Yuda.
01:07Don't worry, Mas Yuda.
01:08We're not going to ask for shoes.
01:09We just want to chat.
01:13Mas Yuda, thank you for joining us.
01:15I'm too excited.
01:17He said he's too excited.
01:19Mas Yuda, before the local shoes market boomed,
01:22how is it now?
01:25From your perspective,
01:27what are the problems or challenges
01:29that people want to buy quality local shoes from?
01:32Before the boom, like now.
01:35Okay.
01:36Coincidentally, I've been in the local shoes market for a long time.
01:40And one of our early problems,
01:43not just Ortus, but other local brands as well,
01:46is trust.
01:47More trust from Indonesian people towards local brands.
01:51Back then, local brands seemed cheap,
01:54or poor quality.
01:56So, I think the most important thing is to build trust.
02:01Indonesian people, how do you trust local brands?
02:05And it's reflected to us as well,
02:08that we have to,
02:09are we able to produce quality products?
02:13So, it's reflected to us, local brands,
02:17that we have to be able to,
02:19create products that meet Indonesian people's expectations.
02:24That happens a lot.
02:25But, as a brand manager,
02:27and this is a new product, 2018,
02:31how do you translate the fact that
02:34the price is cheap because it's local,
02:37but the quality is good?
02:38You can't just say that, right?
02:42That's right.
02:43So,
02:44Alhamdulillah, Ortus is now in the digital era.
02:48So, we inform people,
02:51that it's much easier, much faster, and much cheaper.
02:55So,
02:57at first, we must introduce,
03:00what kind of brand Ortus is,
03:02and what kind of product it is.
03:04And to get trust from this user,
03:07from this customer,
03:09we, from the development team,
03:11create a really good product.
03:13After that, how do you tell if it's really good?
03:16Okay.
03:17We used an ambassador brand,
03:19some national football players.
03:22And from there, the trust was formed.
03:25It's an ambassador.
03:26We contracted some national athletes,
03:30they wore their shoes in the professional league,
03:33and even in 2018, if I'm not mistaken,
03:36the MVP of the first league,
03:38wore our shoes.
03:39The shoes were only 300,000 rupiah.
03:42So,
03:43it really made a buzz.
03:47So, that's it.
03:48So, the trust is like that.
03:49So, it's really worn by a pro,
03:51and it can support their career,
03:54with local shoes.
03:56You mean affordable,
03:57doesn't mean the quality is poor.
03:59Oh, yes.
04:00Yes, that's right.
04:01Because we, from the beginning,
04:03the positioning of Ortus is,
04:05we don't want to be seen as cheap shoes.
04:07We want to be seen as an affordable brand.
04:10Okay, that's why Wiki has three.
04:13Prisa, you know this, right?
04:15Of course.
04:16We meet every morning.
04:18People who like Ortus A,
04:21to be honest,
04:22they still do.
04:23Because I was even influenced by my friend,
04:26who told me that,
04:27there are local shoes,
04:29the quality is okay.
04:31When I tried it,
04:33I used to wear sports shoes,
04:37the brand is foreign.
04:40When I wore Ortus,
04:41the quality is low,
04:44but the price is high.
04:46The price is high.
04:48Cheap, right?
04:49Mas Yuda, if we talk about momentum,
04:51there are many analyses that say
04:54that if we talk about local products,
04:56now is the momentum to then
04:58seize the domestic market.
05:00Because awareness from the public
05:02that local products are the hype.
05:04They are in love,
05:06more or less, with local products.
05:08Since then, you see this as an opportunity
05:11for Ortus A to grow,
05:15and also get a bigger business.
05:22Yes, indeed.
05:23The longer the digital era,
05:26as I said,
05:27the right era,
05:29so people,
05:30for us to deliver the message of trust,
05:33it's faster and cheaper too.
05:35Faster and wider too.
05:37So from there, what do we take advantage of?
05:40We take advantage of making products,
05:42I want to test the market,
05:44meaning we want to make shoes,
05:46running shoes for example,
05:47that are really hype.
05:49We make shoes that are really,
05:52what is it,
05:53really unthinkable,
05:54we make carbon shoes first.
05:56We make carbon plate shoes.
05:58First in Indonesia,
05:59the first Indonesian brand
06:00to use carbon plate.
06:02We were priced at Rp.999,000 at the time.
06:05Rp.1 million.
06:06That's a question, actually.
06:09Do Indonesians want to buy
06:11original Indonesian sports shoes
06:13for Rp.1 million?
06:14But when we deliver the product well,
06:17and the product also speaks for itself,
06:20meaning the product is indeed good,
06:23and can be used by athletes,
06:26finally trust occurs,
06:30the product speaks for itself
06:33in terms of quality,
06:35so in the end,
06:37people buy it, they trust it.
06:39So we don't sell gimmicks only,
06:41or stories only,
06:42but we also deliver performance.
06:44Okay.
06:45That seems to have been achieved
06:47in terms of trust.
06:48One of the people closest to me, Wiki,
06:50also really believes that.
06:52Next, after 2018,
06:55until 2024,
06:56have the targets been achieved
06:58in terms of profitability,
07:00production, and so on?
07:02We'll go over the details later.
07:04The details are still to come.
07:09Thank you for joining us.
07:11We're still talking with Yuda Amardika,
07:13Ortus Aid brand manager.
07:14One interesting thing is,
07:16when we talk about demand
07:18from the local community,
07:20there's a type of Ortus Aid
07:22that I see,
07:24when it first appeared,
07:26the price was around Rp.400,000,
07:28almost Rp.500,000.
07:29But now the price has risen significantly,
07:31almost Rp.800,000.
07:32What type is that?
07:33If I'm not mistaken.
07:34This is the hyper-blast type.
07:36If we expand the scope
07:38more widely,
07:42in terms of demand,
07:44for a while,
07:45it became one of the considerations.
07:47Finally,
07:48from the local shoe manufacturer,
07:50they believe in
07:52increasing the selling price.
07:54How about this, Wiki?
07:55Why is it expensive now?
07:56It used to be Rp.400,000, Mr. Yuda.
07:59It used to be.
08:00Because we,
08:01to make these running shoes,
08:03actually our shoes too,
08:05we're based on performance.
08:07So, we want to deliver performance first.
08:09We want to deliver the feeling,
08:11we want to deliver the feel first.
08:13So, the price becomes the second concern,
08:15not the third.
08:17So, the second,
08:18after that, maybe it's the style.
08:20So, how do we create
08:22a good performance shoe,
08:24a good one,
08:25so why is hyper-blast so popular,
08:27even to the rest of the country?
08:29Because these shoes can,
08:31what is it,
08:32I just said it myself,
08:34if you can feel the shoes,
08:36people will be amazed.
08:37Yesterday, I bought a foreign brand,
08:39the price was Rp.3 million,
08:40and this is Rp.800,000.
08:42Why does it feel the same,
08:43even better?
08:45So, maybe it's expensive,
08:46don't compare it to the cheaper ones.
08:48But this orthos,
08:49we challenge foreign brands
08:51with our products.
08:53So, we don't want
08:55the orthos to be compared
08:57to local brands,
08:58it has to be cheap.
08:59Okay, the strategy is to make it comfortable first,
09:01if it's comfortable,
09:03maybe the demand has increased,
09:05the price can also increase, right?
09:07Yes, maybe that too.
09:09The price adjusts, indeed,
09:11the fabric,
09:13the material,
09:15and so on.
09:17Okay, Mas Yuda,
09:19this was established in 2018,
09:21and now it's 2024,
09:23maybe in the last two years,
09:25what is the level of development
09:27of the production?
09:29The number?
09:31This is actually a pleasant problem,
09:33in the sense that,
09:35for some articles,
09:37we have over-demanded,
09:39so the factory is also working out
09:41to meet the needs.
09:43Over-demand?
09:45Yes, for some articles,
09:47as I said earlier,
09:49like the Hunter Plus we talked about,
09:51it comes and goes,
09:53so people say the shoes are missing,
09:55because it's hard to find.
09:57So now,
09:59the development in terms of quantity
10:01is indeed extraordinary.
10:03We, as a factory and supplier,
10:05are already discussing
10:07how to meet the market needs.
10:09Because, as I said,
10:11the demand is not only from Indonesia,
10:13but also from neighboring countries,
10:15so the demand has started to increase.
10:17Maybe we can compare it to
10:192023-2022,
10:21what is the percentage of the increase?
10:23Or 2023,
10:25compared to 2024?
10:27As far as I know,
10:29if I'm not mistaken,
10:31from 2022-2023,
10:33the increase was
10:35150%.
10:37From 2022-2023,
10:39it should be 200%.
10:41Because,
10:43if we say,
10:45this is just a rough estimate,
10:47usually the placement to the factory
10:49is 3,000 pairs,
10:51now it can be 6,000-7,000 pairs.
10:53So, it's one color,
10:55one article.
10:577,000 pairs per?
10:59One color, one article.
11:01Okay, we haven't talked about
11:03the other articles,
11:05the demand is already there.
11:07Yes, that's right.
11:09So, this is a problem for us,
11:11because we have to be able to
11:13supply the market needs.
11:15The development is like that.
11:17It's beyond our expectation.
11:19It's a good thing,
11:21because the Indonesian people
11:23are now aware of their lifestyle.
11:25So, it's just good.
11:27Hopefully, in the future,
11:29we can improve the supplies
11:31in the Indonesian market.
11:33The profitability, of course,
11:35has been achieved, right?
11:37Yes, that's right.
11:39It's beyond our expectation.
11:41It's beyond our expectation.
11:43It's beyond our expectation,
11:45if the production has increased by 150%,
11:47200%, it should be profitable.
11:49Of course.
11:51So, we have to,
11:53to achieve the profit,
11:55we have to solve this problem first.
11:57At least, I have a top three,
11:59local shoes,
12:01if I'm looking for local shoes,
12:03which one will I choose,
12:05I will research in those three brands.
12:07It means that this is also exciting
12:09in terms of competition.
12:11How do you see the competition now?
12:15Yes, of course,
12:17the competitors are the problem.
12:21They are the motivation
12:23for us to focus on
12:25better products.
12:27But, we feel that right now,
12:29we,
12:31I don't think we are the best,
12:33but we think we are the best.
12:35So, we,
12:37it's like a race,
12:39we will hit the finish line.
12:41So, we focus on development,
12:43we focus on product development,
12:45we focus on research market,
12:47and that's it. What is the trend?
12:49So, how to make our brand and product
12:51still profitable.
12:53We see that there are competitors and so on.
12:55That's it.
12:57Do you usually get inspiration,
12:59get ideas from where?
13:01Because the trend is always changing,
13:03and society is not just talking about quality,
13:05but if you're bored,
13:07try something else.
13:09The trend is like this,
13:11if one is not following,
13:13move to another one.
13:15Sometimes, when people talk about brand,
13:17they don't have to think about it.
13:19So, how to adapt it?
13:21Yes, I agree.
13:23Now, our market is more towards Gen Z.
13:25Gen Z, millennials,
13:27maybe in my opinion,
13:29they are very curious.
13:31Very curious about new brands,
13:33curious, even maybe,
13:35they leave the brand.
13:37I agree with this question,
13:39the most boring thing now
13:41is we follow the trend.
13:43With the technology, information,
13:45the trend is changing fast.
13:47As I said, the key is our brand is relevant.
13:49Is it relevant with the current color?
13:51Is the product relevant?
13:53That's the key. It has to be always relevant.
13:55It has to always match with
13:57the current trend.
13:59That's why we have to talk a lot with Gen Z.
14:01Before, I didn't install TikTok,
14:03we have to know what the current trend is.
14:05Is it relevant?
14:07We are waiting for the latest news
14:09from Ortus A,
14:11the latest models,
14:13always successful.
14:15It's been a long time since I felt like this.
14:17When there is an extraordinary excitement,
14:19it will come from a local or local brand.
14:21Hopefully, this will become a trend
14:23that has been going on
14:25for a very long time.
14:27Because,
14:29whether I support local
14:31or import,
14:33I will definitely support
14:35local products.
14:37Thank you for joining us.
14:39Good luck to you.
14:41Greetings to our friends at Ortus A.
14:43See you.
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