The Starting Point For Nike And Adidas To Set Up Women'S Stores Is Quite Different.

After comparison, it is found that although Nike and Adidas also play the "women's exclusive" signs, there are still essential differences between the two in the location and understanding of women's stores.

What are the reasons behind Nike and Adidas competing for the layout of women's stores? Will it arouse the learning style of local sports brands?

Scramble to open a women's shop

Adidas introduced it to China this year after the first women's concept store opened in Korea in 2011.

In December 8th, Adidas's response to the media showed that Adidas's first Chinese women's store opened its mystery at the end of September, which is located in Financial Street shopping center, Xicheng District, Beijing.

Adidas plans to open two women's stores in Chengdu by the end of the year.

In the same way, there is another sports brand giant Nike in the female sports consumption market.

According to the information provided by Nike, in November 20th, Nike opened its world's first women's experience store at the fashionable Island Shopping Center in Newport beach, California. In November 26th, it opened second women's experience shops in Pasadena, a satellite city in the southern part of the state.

In November 29th, Nike unveiled the women's experience shop at iAPM shopping center in Shanghai.

"Nike maintains good communication with millions of women around the world through Nike+ Training Club and Nike+ Running apps, and encourages them to participate in sports.

Our women's market has never been so strong. Nike set up women's experience shop to achieve the promise that we can make women who want to exercise and exercise healthy every day.

Amy Montagne, general manager of Nike women's experience store, mentioned why Nike would be in the middle of the market.

When China's first women experience shop opened, Heidi O 'Neill, vice president and general manager of Nike global retailing, said: "we have always attached importance to greater China.

The newly unveiled Nike women's experience shop has once again demonstrated our commitment to the Greater China market and female consumers to bring them the best Nike products and services.

It is easy to see from the statement of the two heads of Nike that for Nike, this market segment, Nike holds great business opportunities.

Data from the Sullivan consulting firm also showed that the value added of China's sports industry has exceeded 200 billion yuan last year.

Among them, the annual sales revenue of women's products business has been ahead of other market segments for two digit growth in recent years.

This is also the primary reason for Adidas to open women's stores.

Since the launch of Adidas women's product marketing campaign in 2013, the company has seen strong sales growth in women's clothing category.

At the same time, the brand awareness of female consumer groups has also been significantly improved.

Because of this, the mode of opening women's stores has become an important measure for us to seize the market strategy of China's women's sports products.

In addition, the establishment of women's stores can make Adidas closer to female consumers.

Adidas official said.

The above said that although Adidas opened the first women's concept store in Korea in 2011, the women's shop opened in China is specially tailored for Chinese female consumers.

Adidas plans to open more in China in 2015.

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The starting point is quite different.

although

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They are changing the practice of opening a comprehensive store in the past and trying to deepen the field of women's subdivision, but in fact, the two companies are quite different in understanding and positioning women's stores.

This is not difficult to see through two of the first stores that have been laid out in China.

Adidas's first Chinese women's store is located on the three floor of Financial Street shopping center in Xicheng District, Beijing, and is adjacent to LV, GUCCI, Zegna and other luxury brands.

It is not difficult to see that the Adidas women's store is not prepared to face the mass consumption crowd. Its service object should be more inclined to high-end consumer groups.

"Financial Street is a gathering place for high-end white-collar and golden collar. Adidas chose to arrange the first women's shop in this layout, and its product oriented development idea came down in one continuous line.

Adidas's opening of women's stores is the hope that the sale of good high-end products in other areas will come to China to sell on the ground, and the position sought will also reflect this starting point.

The key road sports consulting company CEO Zhang Qing analysis said.

Financial Street Adidas shopping center women's store shopping guide said: "our shop is mainly for female consumers, so the women's products are more complete. Besides clothing, sports shoes, socks gloves, ski boots, yoga mats and so on.

In addition, half of our store is a designer brand stellamccartney for high-end consumer groups.

Unlike Adidas women's stores, which mainly rely on sales, Nike women's experience shop is more like a women's Sporting Club Hotel.

It is understood that the area of 420 square meters of Nike Shanghai iAPM women's experience shop in addition to providing about 100 sports products covering clothing, shoes, accessories, and other sports products, the store also installed the first Nike+ gait analysis system in China. The system can be combined with Nike+ Running application to capture, record and analyze consumer's foot shape, gait, exercise habits, running history and other information, so as to help consumers choose suitable footwear.

And Nike Shanghai iAPM women's experience shop will also regularly invite fitness instructors, health experts and private sports modeling consultants to interact with consumers.

Nike leader Mandy said, "this is a good place for girls like me to run."

Nike signed coach Wu Xueqin said: "women's experience shop is more like a very open female Sporting Club Hotel, no matter how the foundation of sports can be added, no matter what kind of sports you like, you can find like-minded friends here."

In Zhang Qing's view, although Nike and Adidas have opened women's stores, there is a great difference between the two sides in understanding and positioning women's stores.

The main starting point of Nike is to stimulate the enthusiasm and desire of female consumers. Therefore, they want to create more than just selling sports products, but also developing consumer Sports Hobbies through interactive forms.

And Adidas is different, more is moving with demand, see in recent years, the market sports fashion gradually become the trend, so the introduction of designer brand stellamccartney.

The difference between the two sides is caused by the difference of the two companies' genes. Nike is more like a sports marketing company, while Adidas is a product driven company.

"This is the main reason why the distance between Adidas and Nike is getting bigger and bigger in recent years.

After all, only products are not enough for the market, and consumers should like and love sports. "

Zhang Qing thinks.