Nike'S Sports Shoes In Saudi Arabia Are Out Of Stock.

Although Nike is already the world's largest sports giant, the company in Oregon is still looking for new growth areas.

"2014 was an arduous year. Even though Brazil and Mexico were not optimistic, Nike enjoyed a good deal in most emerging markets.

We believe that for a long time to come, emerging markets will be a significant growth point for Nike brand. "

Nike global brand President Trevor Edwards said.

According to Credit Suisse recently released consumer survey report on emerging markets in 2015, one country seems unable to get enough Nike sports shoes - Saudi Arabia.

In fact, in the past few years, Nike and other sports brands have been working to develop Saudi Arabia's sports consumption market.

Among them, before 2013, Nike and Adidas occupied the main market share of the region, Adidas was slightly behind Nike.

In 2014, Saudi Arabian demand for Nike brand increased rapidly.

According to the Credit Suisse report, the number of local consumers who tend to buy Nike products increased by 11% year-on-year at the end of 2014.

The result is a surprise to the depressed sports market in the past two years, so that Nike has not been ready to supply sufficient products in time.

But what is interesting is why Saudi Arabia suddenly likes Nike?

One of the most direct reasons is that Nike is a sponsor of the Saudi Arabian national football team.

At the beginning of 2011, the Saudi Football Association concluded its 5 year cooperation with Puma and signed Nike with lightning.

Although the Saudi national team, which once dominated Asia football, has not been very popular in recent years, Nike brand is still getting enough exposure to them.

At the same time, Nike's design is not lack of highlights.

Judging from the latest jersey of the 2014-2015 season, taking into account the high temperature in Saudi Arabia, Nike used fast perspiration patented technology and laser cutting ventilation holes on its clothes to make players feel comfortable and cool under hot temperatures.

Saudi Arabia is an Islamic state with unity of religion and politics. Religious belief is deeply rooted in the lives of Saudi people.

Usually, Saudi men wear long sleeves and high necked women, while Saudi women wear long gowns and veils to cover their faces.

Therefore, it is not easy to please devout religious believers in fashion design. PEAK, a sponsor of Islamic countries such as Iran and Iraq, has also encountered such problems.

Nike has made special treatment and changes in this area.

In order to comply with the local religious customs and cultural background, Nike decided to choose a clean and fresh design in the shape of the Jersey.

The main color of the Jersey is green. This is the most auspicious color of Islamic countries, with a symbol of the coconut tree symbolizing the Islamic belief.

National respect.

Nike's Saudi Arabia designed gown is loved by local fans.

More importantly, in recent years, western pop culture has rapidly infiltrated into the Saudi region. Young Muslims also want to experience "hamburger delicacies" and "Hollywood stimulation".

Comfort.

"The outside world often thinks Saudi Arabia is lagging far behind the world, but this country has rapidly kept up with the trend of the times relying on oil wealth.

It has a per capita GDP per capita of US $26 thousand.

Nowadays, tens of thousands of young Saudi Americans study abroad, speak fluent English, and have nothing to do with their peers all over the world.

Moreover, Saudi Arabia's population structure is very young, and people under 30 occupy 75% of the total population. They have already learned to buy everything from the Internet.

The famous British magazine the economist describes the present Saudi Arabia.

Therefore, in the face of the strong demand brought by Saudi Arabia's economic development, Nike said it would expand investment in online sales in the next few quarters to meet the needs of emerging countries such as Saudi Arabia.

Nike believes that young Saudi Americans who are good at online shopping will be keen on this way.

It is worth mentioning that Nike's online sales increased by 42% over the previous quarter.

The substantial growth has been attributed to the continuous investment of Nike in the field of electricity supplier and the newly developed mobile terminal shopping application SNKRS, which is the first time in Nike history that mobile terminal shopping flow exceeds PC terminal.

This will undoubtedly encourage Nike to make full use of online channels to expand its products to every corner of the emerging market.

Finally, Nike can be "popular" in Saudi Arabia, and also benefited from the lack of local sports brands.

According to the Credit Suisse survey, up to 93% of Saudi people want to buy world-renowned.

Products.

Almost no Saudi people want to pay for sneakers produced locally.

Similarly, faced with this problem, the survey shows that 56% of the world's emerging markets tend to buy internationally famous brands, while only 19% consider local products.

Therefore, for the "Nike" and "Adidas", the potential purchasing power of emerging markets is huge.

For Nike, Saudi Arabia is a typical example, which brings together the ideal consumption population, consumption habits and strategic brand positioning.

As long as we have a deeper understanding of consumer culture and customs in such areas, we are expected to snatch huge shares in emerging market segments.