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Running Becomes A Lifestyle. Sports Brand Usher In The Second Spring.

2014/1/20 20:37:00 59

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In P 2013, the popular running trend of popularity swept China, followed by the collective blowout of running events.

In the whole year, China's marathon race has reached 39 matches, with more than 750 thousand entries.

Running has not only become a popular phenomenon in many cities, but also a hot topic in the Internet community. The concept of running has also become the main label of Chinese and foreign sports apparel brands, which saved the previously declining sports apparel industry in one fell swoop.

run, understand .

when running becomes a way of life, the < a href= "http://www.91se91.com/news/index_c.asp" > commercial value < /a > is self-evident.

despite the fact that Shanghai's PM2.5 value reached 225 micrograms per cubic meter in December 1, 2013, it still failed to block the enthusiasm of Marathon enthusiasts and sponsors.

The 2013 Shanghai International Marathon race was held on this day, bringing together 35000 people.

After sponsoring the Shanghai marathon in 2012, Nike became the top sponsor of the tournament in 2013 - 2015 in 2013.

For this sports brand known for its marketing, it hopes to break its dilemma in China by running waves.

From now on, Nike has gained some success.

According to its latest release for the second quarter of 2014 fiscal year ended November 30, 2013, Nike's Greater China revenue grew by 8.1% over the same period last year.

In the first few quarters, the Greater China region was the only area where sales fell.

during this winter, a group of posters with the theme of "running away to understand" appeared on the roadside billboards on the main consumption areas of the cities in the north and the third major cities, which made people who had already run habits laugh, and those who had not started running were heartstruck.

More than a dozen people are running on their backs, including office workers, weight loss women, seventy old people, primary school students and so on. Their voiceover is respectively: "don't have classes, run fast, get promotions and raise salaries?" "do you have to work hard to lose weight?" "why don't you enjoy your life at home?" and run longer and longer life? "Learning piano is not more useful? Running can get ahead of you." and in the lower right-hand corner of the picture, there is a slogan "running away and understanding" and Nike's famous "Swoosh" Logo.

the same content "run away to understand" 60 seconds of micro video also on micro-blog, video website caused by the spread of hot, its theme song used a nostalgic old song, the wind is nifty: "spring breeze it kissed my face, told me now is spring......"

This clearly sang a certain voice of the sportswear brands.

Nike thinks that she has told a good story, but if it only stays on the story, it is not much different from Nike's promotion of Just Do It theme advertising with the Beatles song revolution. It's just a classic advertisement that triggered a heated discussion.

Nike has to do more.

"Today, stories are very important. That's why we spend time telling stories and telling us why we should run.

But you can't stop in the story - we stopped here 10 years ago.

Sima, vice president of Nike Greater China marketing, said Simon Pestridge.

plan to find spring a href= "http://www.91se91.com/news/index_c.asp" in China's running craze. Sports brand is not /a > Nike only.

Adidas has been sponsoring the Beijing marathon for 4 years in a row. Its new flagship, the president's jogging shoes, has held two Color Run competitions in Beijing and Guangzhou in 2013. This is only 5 kilometers, which is mainly used to attract primary runners. The earliest promoter of running in China was Lining, who launched the "Lining China 10K road running League" from 2012. In 2013, there were 8 cities running and 30 thousand more runners.

But running labels on Nike are particularly prominent. This has been seen from the relationship between running groups in recent two or three years, such as Natural Born Runners in Beijing, Dark Runners in Shanghai and Madfooteam in Guangzhou. These running groups are not built by Nike, but runners are almost all fans of Nike brands.

in fact, in 2008, Nike wrote "running culture in China" in the planning book, but Zhang He, a manager of Nike's Chinese running category, clearly remembered that in August 2008, when he was doing the first 10 km running event in China in Shanghai, "running all mankind", many of the 15000 people volunteered to recruit on campus.

Things are quite different now.

"When 35000 people were involved in a running competition, we felt that the time had come."

Sima Pei explained.

Nike seems to understand the way of social movement, emotional consumption and brand promotion. Do other industries or brands understand?

online and offline.

"do something right when you are right."

If 5 years ago, we had no idea of running in the brain, you could push something, and no one would find it interesting.

Wieden+Kennedy, an American advertising agency with long-term cooperation with Nike (hereinafter referred to as W+K), said Shanghai customer director Xu hun hun.

40 years ago in the United States, Nike, which was founded soon, began to talk about running stories.

Today it tells not only running in China, but also a lifestyle related to "youth and fashion".

This is a reflection of a complete path to the successful dissemination of the brand image in this digital age, including how to build communities and constantly resonate with young people.

in this Shanghai marathon race, Wang Xiang, 26 years old, reported 5 kilometers. After running, she felt tired and wanted to try 10 kilometers later.

The Morgan Stanley analyst ran to a distance of 2.5 kilometers, and saw a huge LED video showing an old man running on it, which reads, "run away and understand" four big characters.

"I didn't feel much at that time."

Then he saw five or six big posters with the same slogan on the road.

finally, with the encouragement of his colleagues, Wang Xiang ran 10 kilometers in one breath.

In the cold wind of the Shanghai stadium, he was sweating profusely and gasping. He said, "after running, I realized that I really understood when I ran."

Sima Pei uses the online offline online-offline-online model to explain what Nike is doing in China at this moment.

Take "run away to understand" as an example. Except for offline activities such as the Shanghai marathon, Nike also called on micro-blog to share the reasons for running. All the thousands of Nike+ members who participated in the event would receive a competition package, which included a piece with "I ran because..."

The word number cloth is used for runners to write their own answers and paste them behind the competition.

> a href= "http://www.91se91.com/news/index_c.asp" > Nike < /a > starting from the first running event in 2008, it intends to train offline communities, including thousands of people participating in 5 kilometers or 10 kilometers of running activities, including dozens of people running near Sanlitun embassy area in Beijing.

Nike's online community has begun to accelerate since Nike released the Nike+ Android version in 2012.

In China, Nike+App registered users grew by 130% over the past year, and Nike+App's downloads increased from 2 million 580 thousand in 2012 to 2 million 580 thousand, an increase of 350%.

In 2013, on the "double 11", Nike also launched the Nike+Run Club WeChat public number, on-line for 10 days, the user volume reached more than 16000 people, through the formation of running group function, the user self organization of the line running group has reached about 1000.

Sima Pei believes that the community network is the key to Nike's marketing in China.

"The market is different from what it was 10 years ago.

Advertising is just the first step. Sports are usually online. How to establish emotional connections is very important.

You have to do other things, start training, organize activities and build communities.

WeChat's running club is Nike's service to consumers who call them "everybody athlete".

"Young people may need to know where to run, when to run, and other health knowledge. This kind of service can enable us to communicate with consumers one to one," Sima Pei said. "In China, you need to observe any changes in consumers at any time and place, and more and more value comes from their services."

a company that makes traditional sports clothes even started the popular O2O nowadays.

Running is a offline activity. Nike prepares participants through online communities, such as providing training tips, Story Sharing and shopping guides. Runners may take photos when they are offline, so that they can return to online sharing.

"What we want to create is a complete ecosystem, rather than the end of propaganda.

All online and offline things exist all the time, depending on how we connect them. "

Sima Pei, who once worked in Nike, the United States, Australia and Australia, was amazed by the enthusiasm of Chinese youth for social networking tools. "China is the first country to embrace digital marketing on a large scale by consumers. The first screen for young people to contact is mobile phones. We have to respond to this."

Although it is now pushing micro-blog, WeChat and Nike+App, Sima thinks that all these are tools, so that Nike can better understand consumers.

"The social tools in this system are changing all the time, from micro-blog to WeChat, from Tumblr to Instagram, all of which can change, and we will adapt to different tools.

Nike.com may not be the last step, but it may be the most ideal.

Because we can see your running information and can advise you when to change the product. "

The group of young consumers targeted by Nike is in line with McKinsey's report on the "middle class reshaping consumer market" in the description of "China's new middle class".

McKinsey thinks that by 2012, this group is close to 200 million people, accounting for 15% of China's urban population. They are "self-confident and independent in thinking" and are "Westernized" generation of thought and behavior, relying more on the Internet.

such a group of "Internet dependent" youth consumption will be built on strong social networking experience. If we can create a runner community, they can lead or even create other communities to keep the group growing.

The Chinese running culture that the American brand wants to nurture is contrary to what Haruki Murakami described in his "when I talk about running, what I talk about".

What it wants to do is "if you experience running with more people, it will be better."

Nike calls it the Nike running culture. The experience includes: you have the right products, you can run cool and very stylish; the running is not boring; Nike will play the music, and will celebrate for you after running; you are not running alone; the social platform on the Nike line can invite a group of people to run with you; "when you really run into the running world, run away", Nike will provide regular training to motivate you to run better, or even "sign marathon for you".

in early 2013, Nike, with 44000 employees, was named "the most innovative company in the world" by Fast Company. Apple and Google were ranked behind.

Nike has been evaluated as a technology company that is pforming into a sports concept, on the grounds of two major breakthroughs: Flyknit technology and FuelBand bracelet, the former is a revolution to the upstream supply chain, while the latter is a subversion of Nike sports footwear business.