Decoding The Marketing Strategy Of Nike Women's Market

"In addition to N+ TC and Running, I will also use the App Nike+ Fuel of the bracelet," Iris told the interface reporter. "The amount I set myself daily must be 2000 meters. I think this is an incentive, because I have used it for over a year now and have become a habit, basically I can't stop."

Through the two applications of N+TC and Nike+ Running, Nike not only provides services for female consumers, but also the data sharing provided by these App to Nike has also formed a new community. "You may think that someone else is going to eat after work, you are going to exercise. You are alone. Actually, 999 people are the same today." Huang Xiangyan told the interface reporter.

Of course, these data also help to judge the women's market and design products: for example, whether a city's running habits are day or night, if a city is more towards the evening, Nike will add some safety considerations to its product design; besides, Asia, Europe and America have their popular sports, different sports events, and women's demand for sports underwear will also change.

A woman like Iris is what Nike is trying to catch. Consumer groups In China, they are mainly concentrated in the first tier cities. In November 2014, Nike opened the world's second women's stores in Shanghai. In Huang Xiangyan's view, Shanghai women's knowledge, lifestyle and values were faster and highly acceptable.

The N+TC Tour campaign is also aimed at increasing the proportion of people who have exercise habits in Chinese women through social media and word of mouth. In the Greater China region, Nike has a total of about 60 core fitness trainers, who design activities for Nike and go abroad for training.

"When the brand is helping consumers to move forward, there is a way to form the mainstream values. When a thing is not the mainstream values, it is difficult to increase the participation rate." Huang Xiangyan said.

But Nike also knows that everything will end up in store sales. This is where the brand really contacts with consumers. In the atmosphere created by Nike. In training sales staff, Nike has a principle that athletes are athletes, not salesmen.

In the Nike store in Huaihailu Road, Shanghai, the official name of the store manager is Coach (coach), while the shop assistant is Athlete (athlete), and the store manager is the champion of Guangzhou marathon half horse. Because of personal experience and professional training knowledge, shop assistants know what physical and psychological difficulties people will have to overcome in order to run 5 kilometers, and finally what products are suitable for him.

"From 2014 to 2015, the relationship between brands and consumers is no longer satisfied with the fact that I only want you to love me, but more often than not, I lead you." Wang Xing, global president of market research firm Millward Brown, told the interface reporter.

stay Nike The women's official micro-blog, they are exclusively for women. Consumer The brand slogan is "just for the better". If you look at these four words with the slogan of "Brazil World Cup", you will find that this slogan with inspiring hints is closely related to the principle of establishing close ties between Nike and consumers.

In October 2013, the Nike women marathon arrived in San Francisco. At the end of the day, the San Francisco firefighters would wear a decent suit, holding a sign blue and green with white ribbon boxes, waiting for every girl, and telling you that you just finished your marathon, with a triangular Tiffany necklace with Nike Logo in it. In Huang Xiangyan's eyes, this experience is very important, "everyone will feel that my first marathon is completed under such circumstances, so that we feel that it is a celebration ceremony."

"Nike has both technology products and emotional connections, and at the same time, it has formed the idea of leading consumers. If consumers are willing to follow, Nike will continue to build a better ecosystem." Wang Xing said.

Whether it is marketing, spring and summer women's new products, digital communities providing information and services, or offline shopping experience of physical stores, all of these together are the comprehensive market plans of Nike in China. But if you look at it far away, you will feel that they are just doing one thing: as far as possible, there is a big circle on a piece of land, so that more women can come in.