Under Armour To Chongqing To Experience Shop

The opening of Chongqing experience shop means that it is planning to go deep into China's inner regions, hoping to have a share in the potential southwest market.

Under Armour is making such efforts. In October 2013, the Under Armour sportsman experience store was settled in Kerry Center, Jingan, Shanghai. This is the first retail store in the world with the concept of sportsman experience shop. At the end of last year, the original brand store in Xidan, Beijing also added a sportsman experience Museum.

Subsequently, the Under Armour global sportsman experience Museum opened up faster in China. In April 3rd of this year, third Under Armour sportsman experience museums in Chongqing were ushered in the shopping mall of North Street, Longhu.

"We bring the brand story here, let people know the best Under Armour, and also try and experience sports products in person. We believe that the information and appeal conveyed by the store will promote the growth of the brand in the local market. Kevin Plank, chief executive of Under Armour, explained their brand experience hall in this way. He said that for many Chinese sporting goods consumers, the sportsman experience shop will be the beginning of their recognition of the brand.

Indeed, even though Under Armour has already risen second in the US sports market, it has far failed to reach the recognition of Nike and Adidas in China. With the arrival of the domestic sports and fitness craze, the huge Chinese sports consumption market is still a big cake. Under Armour is sure not to miss it.

Therefore, like Shanghai and Beijing's experiential shops, the Chongqing sportsman's experience museum is still telling consumers about the brand story on the 270 dimensional perspective of the movie widescreen. In the story, we talked about the process of Under Armour from birth to subversion of the US sports market. In addition, a Chinese fan is familiar with the basketball commentator Yu Jia. During the filming, he was invited to visit the American headquarters of the brand, and in his film, he described the development process of Under Armour in the past 20 years from his own perspective.

In addition, Nike's experiential shop is mostly broken down by product themes, including women's sports experience shop, football experience shop, basketball experience shop and running experience shop. In addition to the basic new product try on and personalized customization services, Nike will also hold regular sports culture experience activities, including sports training courses, fan exchange meetings and so on.

The other one Sports giant Adidas is also an advocate of experiential shops. Take the Chinese market as an example, Adidas opened a brand center experience store in Sanlitun, Beijing, providing consumers with an electronic experience tool. Shoes. " As long as customers put their shoes on the "shoes bar", the screen can display the 3D images, design concepts and detailed technical information of the shoes, and can also directly conduct online ordering. In addition, Adidas has set up a series of concept stores in Shanghai, Guangzhou and other tier cities.

The purpose of these brand experience shops is to let consumption People get a sense of being in their wardrobe wardrobe. But at present, almost all major sports experience shops are concentrated in the northern cities such as Guangzhou and Shenzhen. Under Armour decided to try in more cities.

Since its entry into the Chinese market in 2011, Under Armour has been laying the layout in the first and second tier cities. Under Armour's performance in these areas is not obvious due to the influence of Nike, Adidas and other brands with greater awareness in the big cities and their own products.

This decision to break into the southwest inland city is also intended to stagger the competition of the first tier cities and find a more effective breakthrough. They hope that the potential consumers who have not been fully excavated can enter their experience hall and become a follower of the brand story to help Under Armour seize the market in the two or three tier cities.

It also displays the latest products of Under Armour, including SpeedForm running shoes series, Armour sports suit series, NBA player Stephen Currie's first signature war boots The Curry One and so on. In the museum, customers can get a thorough understanding of product parameters through interactive touchscreens, and free to "play with" these new products. This way of experience, to a certain extent, increases consumers' awareness of strange brands.

Of course, the sport brand that first thought of providing experience service is not Under Armour, but Nike. As early as 2002, Nike put forward the concept of experiential shop. In the following years, it opened many brand experience museums in foreign big cities such as New York. Today, Nike's experience shops are everywhere in China's first tier cities, and the most representative one is the largest Asian experience store located in Huaihailu Road, Shanghai.