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Nike, A Sports Giant, Tested Its Roots In O2O.

2013/12/21 10:00:00 45

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Nike Sports Brand O2O Digital Strategy Sports Ecosystem Consumers Wechat Sports Watches

< img border= "0" align= "center" alt= "" src= "" /uploadimages/201312/21/20131221100601_sj.JPG "/" < > > "

for sports giants, when it has many offline stores, whether or not to do "a href=" http://sjfzxm.com/news/index_s.asp "O2O /a" depends entirely on the determination of this giant to embrace the line.

The reporter observes that for Nike, who tries to connect with younger users, when teenagers have much time in digital media, it is time to exert their strength.

From the perspective of Internet, the digital strategy of < a href= "http://sjfzxm.com/news/index_s.asp" > Nike < /a > is actually building a sports ecosystem at the bottom and helping more consumers to develop habits of exercise so that sports can really become an indispensable part of P's life.

< div align= "left" > 2013 is the year when Nike's digitalization strategy took root in China.

Nike is using the mobile Internet as a means to get online and offline, so that more partners can participate in sports activities in person, so that Chinese consumers can move again.

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in the Chinese market for 20 years, the boundary between < a href= "http://sjfzxm.com/news/index_s.asp" > sports brand < /a > and fashion brand is quite vague.

After the Beijing Olympic Games, people's consumption and exercise habits have changed. Sportswear is no longer a part of consumers' daily wear. It follows the decline of the whole industry for 3 years.

through WeChat group functions and other social networking, attracting more users to participate, and then through data to form user stickiness, and then interact with data and social interaction, so that users can complete the precipitation on the Nike+ platform. This is the essence of < a href= "http://sjfzxm.com/news/ index_s.asp" > Nike O2O < /a >.

On the day of "P eleven", when everyone was focusing on Tmall, Nike launched a low-end Nike+ Run Club for runners on WeChat.

On the line of P only 10 days, this service attracts 16124 followers from the account of runners, and runs the group through the built-in account. These users quickly create more than 1000 running WeChat groups.

The result of "P > is far beyond the official expectation of Nike.

This a href= "http://sjfzxm.com/news/index_s.asp" > WeChat test water < /a > is another case of Nike in the past year in the Internet and digitalization field.

After P 2010, the domestic sporting goods market suffered a whole industry recession.

The problem of inventory has plagued almost every company in the industry, and Nike is no exception.

however, although cleaning up inventory and channel adjustment has caused every enterprise to be battered, Nike is still free to push forward another important work, that is to promote its own digital sports platform Nike+.

2013 is the year when Nike's < a href= "http://sjfzxm.com/news/index_s.asp" > digital strategy < /a > took root in China.

Nike began to vigorously promote its digital platform Nike+ in large and small offline activities.

After nearly a year's efforts, Nike's digital platform has experienced explosive growth.

The exclusive value of business value shows that as of October this year, the number of registrations in the Nike+ online community increased by 130% in the Greater China market, while the number of applications downloaded by Nike on the mobile side increased from 570 thousand last year to 2 million 580 thousand, an increase of 350%.

There is only one purpose behind these p efforts: to make Chinese consumers move again.

Nike is using the mobile Internet as a means to get online and offline, so that more partners can participate in sports activities in person.

This is Nike's O2O.

changing sports and consumption habits

in the eyes of many domestic peers, Nike's implementation of the Internet and digital strategy is a thankless task, because these efforts can not directly promote Nike's sales, and Nike's Greater China Communications Director Huang Xiangyan also admitted to reporters that Nike itself did not expect these efforts to directly boost sales growth.

, why does Nike have to do this? {page_break}

To understand the significance behind Nike's digital strategy, we must first understand the changes in the environment facing the sporting goods market.

The root cause of the whole industry recession in the past 3 years is actually the change of people's consumption and exercise habits.

In the past 20 years, the boundary between sports brand and < a href= "http://sjfzxm.com/news/index_s.asp" > Fashion Brand < /a > is quite vague in the P market.

Especially before the 2008 Beijing Olympic Games, with the concept of Olympic Games being promoted, people's enthusiasm for sports was high, and the days of sports brands were quite moist.

Less than P, however, many people overlook the fact that in the prevailing market environment, consumers did not buy sports brand products because they had good sports habits, and a pair of sports shoes and sportswear could be the main disguised form of his work and daily life.

For these consumers, buying a sportswear and buying a casual wear is essentially the same. It is only because of the impact of the prevailing environment that many people are more inclined to buy sports brand products.

with the end of the Beijing Olympic Games, the good days of sports brands in China have come to an end.

The rise of national income leads to the subdivision of clothing demand of consumers, and consumers gradually become "fastidious".

In the first-line market, sportswear is no longer a part of consumers' daily wear. The rising fast fashion brands quickly diverted the original customer groups that belonged to sports brands.

This change in consumption habits has led to the imbalance between supply and demand in the sporting goods market, followed by a 3 year long recession in the whole industry. P

however, this round of recession is not a bad thing. It will help the sports brands to select the real core sports consumers.

Although the overall demand for sports products is on the decline, at the same time, in the second tier cities, more and more white-collar workers begin to pay attention to their health and begin to participate systematically in sports consciously.

The example below "P" may help you to better understand the changes in the current Chinese sporting goods market: 10 million of the population originally bought sports brands, but only 1 million of them had real sports habits and sports needs.

Today, due to market segmentation and other reasons, the consumption of sports brand has dropped to 5 million, but 2 million of them have good exercise habits.

, therefore, for sports brand, there are two challenges to be faced at present: one is how to serve the sports population with higher gold content.

The two is how to expand the base of the core sports crowd.

Nike chose to use the Internet as a means to meet these challenges.

"P >" Nike may not be able to open stores in every city, but such a platform can bring Nike to every consumer.

And bring every consumer to us. "

Huang Xiangyan said, "Nike is a company that focuses on teenagers, so it's very important to learn to communicate with them in the way of young people."

On the day of "P eleven", Nike launched a public service account Nike+ Run Club for runners on WeChat.

On line only 10 days, this service attracts 16124 followers from the account of runners, and runs the group function through the built-in account. These users quickly create more than 1000 running WeChat groups.

borrow strength < a href= "http://sjfzxm.com/news/index_s.asp > > WeChat public > /a > /strong

Nike has always been an innovative enterprise. In the past 30 years, it has been guiding the development of the whole industry at the technical level.

Today, the company is no longer satisfied with selling a pair of sports shoes to consumers. It has begun to set a bigger mission for itself to help users move more scientifically and systematically.

"in addition to providing products, what we most want to do now is to provide services.

The so-called service is to make users' cognition of brand and sport more complete.

Huang Xiangyan explained the significance of Nike+ to reporters.

for a sports brand, if you want to achieve the above goals, the prerequisite is to understand how your users are moving.

Less than P, over the past 3 years, Nike has launched a number of products to quantify user movement: in 2010, it launched a mobile app for runners,

Nike+Running, in 2011, in collaboration with TomTom, the company launched the a href= "http://sjfzxm.com/news/index_s.asp" sports watch /a with GPS positioning function. Last year, Nike even introduced the wearable device, the sports wrist strap Fuelband. In October this year, it released the second generation of products, Fuelband SE, which also marked the introduction of Nike into the conventional product line. In the early November, Nike applied to the daily activity record tailored by the dynamic cooperative processor built in it.

Nike can begin to guide users to participate in sports more effectively when the motion data in the real world is quantized to the virtual world.

Through the medal and incentive mechanism, Nike can make users' movements more systematic and regular, and users can understand their daily sports at a glance.

but it is not enough to do this. In the Chinese market, Nike wants to regain its lost territory and try to rekindle the enthusiasm of consumers.

Nike hopes to achieve this goal through social networking.

as in the level of information dissemination, there are opinion leaders who can lead public opinion. In the world of sports, everyone in the social circle also has sports talents.

Nike hopes to take these sports as the core and drive more people in the circle of friends to participate in sports.

using social media and tools for marketing is no longer a new means. In overseas markets, Nike has long been able to connect its core product Nike+Running with social networking products such as Facebook and Twitter. Users can share their sports records on social media after the campaign.

In China, the alternative to international social media is Sina micro-blog and QQ space.

Pan Shiyi is probably the most famous Nike+Running user in China. In the past two years, Pan Shiyi has been drying out his running performance on micro-blog for a time, and has become Nike's unofficial designated spokesperson.

however, sharing your running performance is just a rather elementary way. With the decline of micro-blog's activity, Nike began to explore new ways. This is the background of the "a href=" http://sjfzxm.com/news/index_s.asp "Nike+ Run Club" /a "public account on WeChat platform.

this is not the first time Nike launched its promotion based on WeChat. Nike has opened its own public account almost a year ago, but pushing brand news and product information has never been Nike's highly respected user communication mode, so Nike has been looking for WeChat promotion methods that match its brand tonality.

Until a href= "http://sjfzxm.com/news/index_s.asp" > WeChat < /a > 5 upgraded the public service account, Nike's digital marketing team finally found inspiration.

In recent years, P has become popular among white-collar workers in China's first tier cities.

All kinds of running organizations are also emerging one after another. Not only the major sports brands have established running clubs, but also some traditional enterprises.

but in addition to these organizations with an enterprise background, Nike hopes that more ordinary people can also participate in it. WeChat's group function is undoubtedly a good opportunity. In Nike's Nike+ Run Club account, users can find their surrounding running organizations according to their location and find more like-minded people to run together.

except for running public accounts, Nike is still planning the basketball public service account.

for most people, running is still a relatively independent sport, and it does not require many people to complete it together.

But basketball is different.

In most cases, this is a multiplayer activity.

For many fans, organizing small partners to play a game is a headache, because it is very difficult to get the right number.

Nike's digital marketing team is discussing the use of WeChat's group functions to help users solve this problem.

attract more user participation through social interaction, and then form user stickiness through data, and then interact with data and social interaction, so that users can complete the precipitation on the Nike+ platform. This is the essence of Nike O2O.

The true potential of < a > href= > Nike+ > Nike+ > /a > > /strong > /p >

today, there are at least 20 or more years of first-line sports brands at home and abroad.

But in the past few decades, no sports brand has ever really understood its consumers. Even though many companies entrust third party organizations to conduct various types of user surveys every year, the amount and information they can collect are very limited.

Less than P, a pair of running shoes has nothing to do with the Brand Company after they are sold. No one knows how users use these products after they buy them, whether they are for everyday wear or are they really used to run everyday.

Even though it is possible to deduce whether a consumer has the habit of exercise through repeated purchase frequency, but what is his exercise habit, the brand still does not know.

but for Nike, through continuous efforts on Internet products, it is truly understanding user's exercise habits, including user's movement frequency, movement time, location information and so on.

These data are of great value.

first, it can achieve more accurate advertising in the future. Users with large volume of sports must be the core sports crowd, and the demand for sporting goods is also more vigorous.

In fact, a href= "http://sjfzxm.com/news/index_s.asp" Nike+Running < /a > now has such functions in disguised form.

Users can mark their shoes after each run. When a pair of running shoes has run 300~500 kilometers, the functionality will be greatly reduced, that is, when it comes to buying new shoes.

secondly, from the user's movement of geographical information, we can find which areas of the movement of the crowd is relatively concentrated, so that in the future, Nike can open this information to their agents, optimize the location of the agents' stores, and guide them to organize regular promotional activities in the area of the sports crowd.

again, users' motion data can help designers and product managers to design products that are more responsive to consumer needs.

Nike running shoes product director told reporters that they learned from Nike+ that a large number of users were running at night, so they would add more reflective materials on the product.

Imagine that in the future, with Nike's further understanding of user's height and weight, and with the location information of user movement, Nike will be able to allocate its capacity more effectively and lay products in stores in different regions.

In the future, the embarrassment of seeing a product in a shop but not suitable for its own size will be gone forever.

from a more macro perspective, when the user scale of "a href=" http://sjfzxm.com/news/index_s.asp "Nike+" /a increases further, it can even help Nike predict the trend of the market.

At present, the Nike+ community has registered 18 million users globally. Nike can actually understand changes in user movement through a certain mathematical model.

For example, when the total amount of user movement decreases, we should appropriately control the production capacity and invest more resources in marketing.

These are not all unreachable fantasies. Some of them are indeed happening or will soon be realized, but for Nike, at the moment, P is still in the stage of being in a tight corner and has no need to publicize his methodology with his opponents.

From the perspective of the Internet, what Nike is doing at the moment is actually building a bottom a href= "http://sjfzxm.com/news/index_s.asp" > sports ecosystem < /a >, helping more consumers develop sports habits, making sports become an indispensable part of people's life. P

Such a move is not only beneficial to Nike itself. In the long run, the whole industry can enjoy the benefits brought by Nike's Internet strategy.