Fashion Brands Explore New Markets And Explore New Directions

Prior to the launch of marketing campaigns targeting the female market, the Adidas team conducted a network survey and focus group survey.

In a focus group survey, Adidas interviewed 128 women aged 15 to 28 from 6 cities, asking about their exercise habits, including what kind of sports they usually like, whether they are exercising alone or not.

"I don't like the feeling of" too wet. "

Meng Shuman, vice president of Adidas Greater China market, told the first financial weekly that this is the most impressive result of his investigation. The color, style, material touch and air permeability of products are crucial to product sales.

Kuang Jiayi, director of Adidas Greater China training category management, was impressed.

For example, in Europe, black and brown products are very popular, but in interviews with focus groups, they found that Chinese women do not like this color very much, and the brightly colored products, such as pink, white and yellow, are more popular in testing.

Adidas concluded that mature markets and fast-growing new markets have different acceptance of products.

Specifically, it believes that Western women consumers are more deeply involved in sports, while Chinese consumers demand more shallow sports at present. Fitness centers are the center of all female sports processes and have certain social attributes.

Another conclusion from the survey is that the importance of Chinese women's superficial consumers for sports equipment, especially sports underwear, has not reached the overall cognition level of consumers in North America and Europe, but has begun to attach importance to such products.

After the results of the survey, the team of Shanghai innovation and design center is responsible for discussing the applicable colors and materials of the products and revising them.

The team of Shanghai innovation and design center is responsible for making targeted adjustments to the needs of all women products in Greater China (mainland China, Hongkong and Taiwan).

The product prototype is divided into the global version and the Chinese version.

Before entering the market, the products for Chinese women's market will be modified on the basis of the global version.

In fact, in the face of unknown market, it is not only the question of how to collect information in front of sports companies.

For Nike, Nike+ is also a channel to collect information.

"At that time, Nike+ found that even women kept watching off-road running shoes much more than we expected.

In fact, the proportion of off-road running shoes in the overall product line is not high. After that, we adjusted the number of off-road running shoes in the product line.

For example, Stefan Olander, general manager of Nike global vice president, Nike+.

The focus of Adidas's fitness center has become a key chain for collecting product feedback information and conducting marketing and testing.

Adidas has also found a new topic in the promotion of channels.

California fitness has become one of Adidas's partners in promoting women's related marketing activities.

The fitness chain, founded in 1996, was formerly the 24 Hour Fitness Program in the United States. It has 16 branches in the world, including 3 in the mainland, 9 in Hongkong and 4 in Singapore, with 1 in Beijing and Shanghai.

The first cooperation between Adidas and California fitness began in 2013.

There are two forms of cooperation, one is to provide women products display in the gym cabinet, and then to promote sales; the other is to train the trainers for product knowledge, and to better introduce the functions of water absorption and sweating to consumers in the process of fitness.

Before training consumers, Adidas will arrange training rotation in advance, part of the team fitness coach, and the other part is the private teaching coach.

California fitness

One of the cooperative projects is Adidas Training Formula.

"The first time we worked together in 2013, we first arranged for coaches to do training. At the beginning, we were worried that it would be too difficult."

Hu Fang of California fitness market department told the first financial weekly.

For example, female members who participate in the project will feel that Training Formula's leg training is too strong. The California fitness coach will send information to Adidas's team responsible for fitness training.

"At the beginning, some people were tired of feedback."

Hu Fang said.

In order to enhance the enthusiasm of female members, Adidas's solution is to increase incentives.

For example, by adding some points to exchange free clothes.

Compared with other brands, the biggest difference between this incentive mechanism is product support.

"After Hebe endorsement, Adidas will tell us whether the products of endorsement are popular, and whether the next order will be more.

If we want to push anything, we will have an early meeting with Adidas, thereby increasing the products our members prefer.

"Big companies have already seen that women need not only pink, purple shorts or tight pants, but they also need products that are powerful enough," an analyst who did not want to be named told the first financial weekly. "In fact, it is not easy to change and the understanding of female consumers in traditional channels is very simple."

In fact, women are right.

The company's challenge may not only be the details of the product design process.

For Nike, the difference of women's demand for products changed the product design process of the company.

Because in the testing process of sporting goods companies, the main testers of some high-tech products are men, which reflects that sports companies have not paid enough attention to female consumers in the past, and their understanding is also one-sided.

2000 is a key year for Nike.

Earlier, even when designing women's shoes,

The male foot model is also used as the design mold. The shape of the arch and heel of this mold is obviously different from that of the female.

Just this year, Nike began to use female foot model to make moulds.

This will undoubtedly increase costs, but it also enhances Nike's insight into women's needs.

Under Armour has also gone through this detour.

Kevin Planck once admitted to the media that she did not understand the female consumers enough. Her team's biggest effort before was "narrowing the size and changing to pink."

Compared with sports shoes, Nike has found some new difficulties in the promotion of more professional sports underwear products.

Over the past two years, Nike has been trying to help women improve their choice of sports underwear by promoting equipment for measuring the size of sports underwear.

Amy Montagne, Nike global vice president and general manager of women's business, said.

The above experience was discovered by Nike in promoting professional sports underwear products in India.

In India, which is famous for cricket, women have limited opportunities to participate in sports and lack of exercise habits.

During the product promotion and collection of information in Nike stores in Mumbai, New Delhi and Bangalore, Nike found that the size of bra size worn by 80% of India women's sports was wrong by organizing a measuring device for women trying on products.

Apart from the promotion factors, the real problem is that sporting goods companies are faced with consumers of different sexes. "How to build a more casual and intimate brand image while maintaining professionalism?"

The analyst said.

For both Adidas and Nike, women are a strange gender.

"We expect women to have more choices. It's not about fashion, it's not just lifestyle.

I believe that sports brands need to provide a whole set of solutions to make you run faster and help you exercise more comfortably and beautifully.

Edwards said yes.

For the sports giants who have just begun to tap the market, this is the beginning and finding a balance is not easy.