ADI And Nike Aim At "Chinese Mother"

Today, China is caught up in the wave of sports. Female athletes The demand is beginning to show, and ADI and Nike are keen to capture this demand, which is obviously not a short-term marketing behavior, but a long-term strategic layout.

In today's sports brand downturn, men are clearly not a good target to boost sales. For male consumers, a set of sports equipment is too long to use, while female consumers can shorten the use cycle of products. In view of this, the strategic layout of the spannational giants must be one step ahead of the local enterprises.

In December 1st, Adidas announced that two women's stores will be opened in Chengdu at the end of this month. In fact, this is not the first time that they have opened women's stores in China. As early as October this year, Adidas opened its first female store in Beijing. Coincidentally, in November 29th, China's first and second world Nike women's experience shop opens in Shanghai iAPM.

Accordingly, CEO, Zhang Qing, told reporters that the demand for female athletes began to appear today in China, which was involved in the wave of movement. And ADI and Nike were keen to capture this demand. For them, this is obviously not a short-term marketing behavior, but a long-term strategic layout.

For Adidas, there are realistic grounds for running a women's store. Adidas's email to reporters said that two years ago, the company launched a pioneering marketing campaign for women's products. Since the launching of women's product marketing activities, Adidas's women's product business has increased substantially, and sales growth has maintained two digits.

For Nike, facing the same market opportunities. Nike public relations manager told reporters that after analyzing the Nike consumer big data, the number of female consumers has risen sharply in recent years, which has become an important consumer group that can not be ignored. More importantly, Nike will not regard women's stores as the selling point of products, but the community of women's sports fans.

"Here, you can get a more professional sports guide, not a marketing statement." Obviously, future channels will pay more attention to experience. And an increase in consumer stickiness will help boost sales.

Independent fashion observer Ma Gang told reporters that for the general sports brand stores, the proportion of female products is only about 30%-40%. Opening a women's store The SKU of women's category can be greatly improved so that we can make full use of the long tail theory of economics. Although women are not the main consumers of sporting goods, women's stores can meet the needs of these consumers and form economies of scale.

However, the success of this model, Ma Gang analysis, remains to be seen: "this is just Nike's second stores in the world. This is just an attempt in the direction, of course, if the effect is good, it can be replicated on a large scale. In this regard, Nike public relations manager said, this is obviously not a simple attempt: "all Nike products and shop plans, big data as support, will undergo rigorous market research and data analysis, so that consumers get the best experience." Although there is no specific expansion plan for women's stores, Nike will launch a series of activities on women's stores in the first half of next year.

There are also people in the industry who doubt that the opening of women's stores by spannational giants will damage their professional image to a certain extent, because women's products are more demanding for fashion, and the updating of products will be more rapid. But Zhang Qing does not agree with this view. He believes that Nike has already formed a good brand reputation. Women consumers will therefore rely more on the professionalism of their products and enable them to seize the initiative in the market segments quickly.

So, does this provide a good direction for local sports brands? Obviously, it is not so simple.

Zhang Qing shared a case in which he worked in the Li Ning Co. Until 2000, Li Ning Co began to focus on the distinction between men's money and women's money in sports goods. Because local enterprises do not have long history and design experience, it is obvious that they should not be too hasty in considering the establishment of women's franchised stores. Even for multinational giants, they are now only in the northern Guangzhou, Shenzhen and other first tier cities, these women have a strong atmosphere in the regional opening shop, for the financially inadequate local enterprises, it can not afford.