Opening Up The Market, Changing People'S Life Style And Enhancing Their Fitness Concept.

　　 What is Nike going to do to make more Chinese women fall in love with sports?

The N+TC Tour, a fitness event held by Nike to promote women's sports, has been opened in China. The role of female consumers in the business domain of the world's largest sports goods manufacturer has never been so important, and the Chinese market is no exception.

On the day of March 8th, a huge white tent rises on the football field of No. 99 new Jiang Wan Road, Yangpu District, Shanghai. In rhythmic music and password, 1000 were wearing fluorescent "crooked hooks". Sports vest The women, following the world sand row champion Zhang Xi, the world sprinter champion Allyson Felix and the professional coach, worked together to complete an aerobic exercise lasting 4 hours.

This carnival rally is actually a fitness event held by Nike to promote women's sports. The event was named "N+TC Tour". Nike hopes to further expand the Chinese women's sports market this year.

Similar to a band touring concerts in various cities, after the Shanghai, the Nike team will continue to do the same thing in Hongkong, Taipei, Guangzhou and Beijing. In April, women will take different kilometers.

As early as 1980s, Nike realized the potential of the female market, but this market has never been valued as much as it is now. Last October 22nd, Nike officially unveiled the Nike Women 2015 spring summer series in New York. At that time, the company's CEO Mark Park said that in the 2017 fiscal year, Nike's goal is to increase the income scale of the female product line from US $5 billion to US $7 billion. A month later, Nike's first Chinese women's experience shop opened on the four floor of iAPM, an important business district in Shanghai.

The world's largest sports brand is entering the women's sports market. Considering that female consumers demand fashion in addition to their requirements for sports wear, Nike has begun to fashion frequently with product design. Designer For cross-border cooperation, the list of CO designer lists includes German designer Johanna Schneider and Japanese fashion brand Sacai. All of these designers' cooperation is available in China.

But providing better products is far from enough to build an edge in this new market. Both Adidas and New Balance are planning to open up the Chinese women's market. So Nike thinks it needs to go a step further to disseminate fitness knowledge to consumers and guide them to change their lifestyle. {page_break}

"Our biggest task is not to keep up with the problem, but how to guide it, so that consumers can feel that there is always a brand that takes me farther and more interesting." Huang Xiangyan, senior communications director of Nike Greater China, said.

The news about the opening of N+TC Tour and its application in China will first be released on WeChat and Nike+ platforms. Nike+ Training Club (N+TC) and Nike+ Running are the two health tracking applications developed by Nike. The former is mainly for women. In more than 100 training programs, coaches demonstrate exercise in video clips, and the latter is App, which records the running mileage of participants. Running shoes Situation and weather conditions. Every one kilometre, the number of kilometre and step frequency will be transmitted from the headphones of the participants. The end of running, a voice prompts will tell you that you have just surpassed yourself.

In Nike's view, whether you download N+TC or download Nike+ Running indicates that you will be their target audience and may be interested in this activity. Globally, there are already 9 million women downloading Nike+ Running, most of which are heavy users of this App, or fans of running culture trends.

In China, running and fitness culture is at an incredible speed. Iris Lin, who lives in Shanghai, is a city runner. Iris in Latest fashion The retailer I.T group has been working on Nike+ Running since 2013. Running 2-3 times a week is her habit of keeping quiet and sharing the running data with her friends. In addition to wearing Nike+ FuelBand bracelet, all basic sports equipment comes from Nike. For her, earning Fuel points from running Bracelet makes sports more interesting.

"In addition to N+ TC and Running, I will also use the App Nike+ Fuel of the bracelet," Iris told the interface reporter. "The amount I set myself daily must be 2000 meters. I think this is an incentive, because I have used it for over a year now and have become a habit, basically I can't stop."

Through the two applications of N+TC and Nike+ Running, Nike not only provides services for female consumers, but also the data sharing provided by these App to Nike has also formed a new community. "You may think that someone else is going to eat after work, you are going to exercise. You are alone. Actually, 999 people are the same today." Huang Xiangyan told the interface reporter.

Of course, these data also help to judge the women's market and design products: for example, whether a city's running habits are day or night, if a city is more towards the evening, Nike will add some safety considerations to its product design; besides, Asia, Europe and America have their popular sports, different sports events, and women's demand for sports underwear will also change.

Women like Iris are the consumer groups that Nike is trying to seize. In China, they are mainly concentrated in the first tier cities. In November 2014, Nike opened the world's second women's stores in Shanghai. In Huang Xiangyan's view, Shanghai women's knowledge, lifestyle and values were faster and highly acceptable.

The N+TC Tour campaign is also aimed at increasing the proportion of people who have exercise habits in Chinese women through social media and word of mouth. In the Greater China region, Nike has a total of about 60 core fitness trainers for Nike. Design Activities go abroad for training.

"When the brand is helping consumers to move forward, there is a way to form the mainstream values. When a thing is not the mainstream values, it is difficult to increase the participation rate." Huang Xiangyan said.

But Nike also knows that everything will end up in store sales. This is where the brand really contacts with consumers. In the atmosphere created by Nike. In training sales staff, Nike has a principle that athletes are athletes, not salesmen.

In the Nike store in Huaihailu Road, Shanghai, the official name of the store manager is Coach (coach), while the shop assistant is Athlete (athlete), and the store manager is the champion of Guangzhou marathon half horse. Because of personal experience and professional training knowledge, shop assistants know what physical and psychological difficulties people will have to overcome in order to run 5 kilometers, and finally what products are suitable for him.

"From 2014 to 2015, the relationship between brands and consumers is no longer satisfied with the fact that I only want you to love me, but more often than not, I lead you." Wang Xing, global president of market research firm Millward Brown, told the interface reporter.

In Nike's women's official micro-blog, they released the brand new slogan for women consumers, "just for the better". If you look at these four words with the slogan of "Brazil World Cup" "everything on the Expo", we will find that this slogan with inspiring hints is closely related to the principle of establishing close ties between Nike and consumers.

In October 2013, the Nike women marathon arrived in San Francisco. At the end of the day, the San Francisco firefighters would wear a decent suit, holding a sign blue and green with white ribbon boxes, waiting for every girl, and telling you that you just finished your marathon, with a triangular Tiffany necklace with Nike Logo in it. In Huang Xiangyan's eyes, this experience is very important, "everyone will feel that my first marathon is completed under such circumstances, so that we feel that it is a celebration ceremony."

"Nike has both technology products and emotional connections, and at the same time, it has formed the idea of leading consumers. If consumers are willing to follow, Nike will continue to build a better ecosystem." Wang Xing said.

Whether it is marketing, spring and summer women's new products, digital communities providing information and services, or offline shopping experience of physical stores.