Nike, Adidas: Sports Goods Giant Layout Big Data Marketing

By the end of November, Nike global second and China's first women's experience shop were

Practice.

Coincidentally, a month ago, 1200 kilometers away from Beijing, Adidas's first women's store in Financial Street settled down.

On the surface, in recent years, the sports goods market in China has been saturated, the competition is fierce, and the inventory of enterprises is high. However, pnational brands have found a new profit Plateau on the female consumers.

As a matter of fact, since 2013, the two major sports predators have begun to expand women's subdivision, cultivate women's market through research and targeted marketing activities, and observe the needs and reactions of consumers.

Nowadays, the retail mode of the water test women's store is a more substantive step, which means that the time for harvesting may be there.

Consumer decision making

"Customers think our store is very distinctive, and even men ask if they can open a male store."

Adidas Financial Street store clerk told China business newspaper reporter.

Different from the traditional flagship store, the layout of Adidas women's shop is integrated into the elements that cater to the aesthetic characteristics of female customers. The walls are coloured by light colors such as light powder, warm yellow and lotus root. The fitting mirrors in the shop are covered with dark flowers, and the wooden handrails of ballet dancing room are installed in the half mirror height.

In addition to the Training series, female franchised stores also sell Adidas's Stella Mccartney series, which is currently available in only two stores in Beijing.

"Stella Mccartney belongs to a small and luxurious Series in Adidas. Compared with Training, it has a sense of design. It's a sports fashion route. It emphasizes that women's movements should be more charming and graceful, so the selling price is higher."

The store clerk said.

The reporter noted that a Stella Mccartney sports jacket sells for 1199 yuan, while the Training series sports shoes of the same style are priced at 499 yuan.

"After a while, maybe all."

They all need to be replaced by Stella Mccartney series. "

The shopping center in Financial Street has many international luxury brands such as Gucci, LV, Dior and so on.

"The reason why we set up a female franchised store here is that the business circle near here is more in line with our positioning."

The above clerk said.

From the choice of products and stores, Adidas's women's stores seem to be moving towards fashion and light luxury, and aim at 25~40 years old, with a certain economic strength and a sense of fashion.

It is reported that at present, the daily flow of stores is 40~50, and the purchase rate is around 5%.

While the more mature Adidas Xidan flagship store has a daily passenger flow of 3000~4000.

It takes time to cultivate consumers, and Adidas is also very patient with this "Pathfinder".

Female store salesperson told reporters that the store is currently playing the role of brand promotion and marketing, and profit is not necessarily the first place.

Adidas stakeholders told reporters that they were satisfied with the current sales situation of women's stores.

Following the Beijing store, two other women's stores will open in Chengdu at the end of December, and in 2015, Adidas plans to open more women's stores throughout the country.

This year, fitness craze has sprung up in China, and sport has gradually been regarded as a way of life and attitude. Especially for female consumers, fitness is intertwined with the concept of beauty.

Although compared with the European and American countries, the training of domestic consumer habits and market is not yet mature, but Adidas still chooses to "treasure" in China. This move is a very smart forward-looking layout in the key road of Beijing sports consulting company founder Zhang Qing.

"In a category, consumers can only remember 3~5 brands.

Adidas and Nike seize the initiative in the early days of the Chinese women's movement, create an impression in the minds of consumers, and enter the set of consumer decisions, which will greatly expand sales opportunities.

They have great ambitions and aim only at the most potential markets. I believe they will have more initiatives in the future. "

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Online marketing by market segmentation?

In reply to our reporter's letter, Adidas said that

It is one of the fastest growing categories of the company, and will focus on it. Meanwhile, the brand awareness of target consumers can also be significantly improved.

Strategically, the establishment of women's stores is a natural process for companies to seize the market of Chinese women's products.

In the face of its huge growth potential, it is indispensable to open more stores.

In the case of Nike, perhaps 65 million female fans in the digital community have given the company a lot of hope. They announced that they hoped to increase their revenue by $2 billion to $7 billion by 2017.

In a recent Nike Women 2015 spring summer series conference, Amy Montagne, vice president of Nike Women, said that this is the most comprehensive and innovative women's series ever launched in Nike.

According to Zhang Qing analysis, women account for 49% of the proportion of Chinese population, but the proportion of daily consumption is relatively low, so there will be heavy volume.

In addition, female shopping has the characteristics of love the house and the black. If it is moved by the main sports products, it will further purchase accessories.

In family shopping, women often have a large degree of decision-making power, and mothers' consumption habits will also affect children.

This is also the reason why Adidas and Nike are full of confidence in women's subdivision.

The two big tycoons to develop women's market segments is not a whim. The strategic layout began in 2013.

Since February 2013, Adidas has put forward the slogan of "all the best in the name of sisters," and has organized a series of marketing activities.

With the influence of the new brand ambassador Hebe Tian, Adidas injected the concept of sisterhood into fitness so as to upgrade the women's movement to a social and sharing activity and become a new way of weekend dating.

It is understood that the sales volume of Adidas's sports performance series increased sharply.

With the rise of social media, Adidas has registered "Adidas girls" micro-blog and WeChat public accounts. Through social networking, women consumers have direct contact and interaction with brands.

On the "Adidas girls" WeChat public address, there are a series of body shaping tutorials, sports knowledge, product information, online games and promotional activities, calling on women to call their sisters for group sports.

However, it will be more than Adidas's family that will play social cards to win the hearts of women. Nike will go even further.

Nike's women's boutiques in Shanghai are mainly "sports experience" and "Ladies' exclusive".

In addition to its rich style, the store provides a series of experience services: "Nike+ sports gait analysis system", trousers length fine tuning service, intimate sports underwear shopping experience, Nike+ Run Club and Nike+ Training Club training course.

In this way, Nike upgraded the store from a simple product sales point to a female Sporting Club Hotel.

In addition, Nike has been collecting large data through smart wearable devices such as Nike+ in recent years, and has studied 65 million female consumers in the online community, so as to explore the preferences of female consumers to improve products and enhance brand stickiness.

Nike's public relations manager told the reporter that Nike is confident that the current efforts are leading the fashion of women's sports products.

For old rivals Adidas and local brands in women's fine

The march of different fields, he said, our direction is different.

"Now many sports brands announce that they want to make women's products, but in fact they turn to fashion. While Nike's continuous R & D and innovation emphasize on the functionality of sports products, it is not easy to conduct horizontal comparison."

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How to "follow the crowd"

In fact, for the potential of women's market segmentation, the reaction of local sports brands is not slow. Before that, the development of women's product lines has been stepped up, but the key problem is how to formulate the most suitable strategy.

Compared with pnational sports brands, most of the marketing methods used by local enterprises in women's market segments adopt the way of signing star spokesmen.

Xu Bin, a clothing expert, points out that local sports brands rarely make systematized industries.

"Sports events, clubs, and regular activities are basically not sold at present.

Local brands should form a positive interaction with customers, not just a simple business relationship.

For example, outdoor adventure clothing, you can do tourism activities.

Zhang Qing, who studied sports apparel for many years, expressed concern about the situation of local sports enterprises.

"In the next ten years, the population of sports will continue to increase. In this change, local brands will not be able to communicate with each other in terms of functional development and targeted communication of sports population.

Today, the upsurge of running is booming. This generation of pupils will pay more attention to the professionalism and functionality of sports products when they grow up.

The future market will be carved up by the subdivision of the sports field. Now, if we do not work hard, we will lose the market in the future.

Specifically to the women's product line, he said, at present, when local brands develop women's category, they only distinguish between the version and color, but have no in-depth study of the details of sports function and the special physiological needs of women.

For the new retail mode of women's stores, Xu Bin told reporters: "the domestic market is still in the stage of learning and imitation, but marketing capability is there.

If ADI and Nike do well, I guess many local businesses will also be women's stores next year.

But imitation is not difficult. Imitation is not easy. Whether local enterprises can develop this virgin land remains to be seen in the market.