Adidas And Nike Are Competing To Open The Prospect Of Women'S Franchised Stores

As early as 2011, Adidas opened its first women's concept store in South Korea.

It was not until 2014 that Adidas introduced it into China.

In September 2014, Adidas opened its first women's store in Beijing, and then opened two women's stores in Chengdu.

This brand new store mode is trying to grab the female market, and it also means that the retail mode of Adidas is gradually fragmented.

"Sports brands in the past are mostly male consumers, but now more and more women are joining."

The key way is CEO, Zhang Qing, a sports information company.

According to public data, the proportion of female consumers in outdoor products increased by 3.4% in 2013, reaching 38.9%.

Female outdoor sports enthusiasts have obvious characteristics of styles and colors when purchasing outdoor products.

In addition, the female character will be more delicate than the male, will be more meticulous in the preparation of the supplies, and the function will have more requirements for the lightweight of the equipment.

At a deeper level, women's physiological structure is different from that of men. Under the hard conditions of extreme outdoor sports, they are more dependent on sports equipment, such as thermal insulation, moisture resistance and lightness of feather sleeping bags.

Brands have already smelled great business opportunities in the female sports consumption market.

Reporters learned that many brands began to covet this niche market.

In 2011, TheNorthFace first launched a special store for women who love outdoor sports in Japan. The products displayed and sold in stores are specially selected for women.

Adidas's old rival, Nike, did not show any weakness to join in the fierce battle.

In November 2014, Nike opened its world's first women's experience store at the fashion Island Shopping Center in Newport beach, California, and opened second women's experience stores in Pasadena, a satellite city in the southern part of the state.

In November 2014, China's first Nike women's experience shop opened in IAPM shopping center in Shanghai. Besides hundreds of products, there are many service items, such as "Nike+ gait analysis system".

Fine-tuning service, intimate sports underwear shopping experience, training courses, etc.

Adidas emphasizes fashion and will invite celebrities in the literary world to wear their products and lead the trend.

While Nike pays more attention to offline customers' experience, what they want to create is not just selling sports products, but also developing consumer's Sports Hobbies through interactive forms.

Zhang Qing believes that the difference between the two sides is due to the difference of the two companies' genes. Nike is more like a sports marketing company, and 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.

Although the international brand has been testing the water market, many people believe that women's stores as a complement to the existing store system, as the realization of sports.

A form of existence is reasonable.

However, this way of layouts for the market segments will definitely not become the mainstream.

Zhang Qing holds the same view.

In his view, women's stores are just as unrealistic as the comprehensive stores before. Women's stores will not become the mainstream in sports market in the future. "There will not be too many Nike women's experience and Adidas women's stores in the first tier cities such as the north, Guangzhou and Shenzhen. There are one or two cities in each city."

Zhang Qing judged.

But there is no doubt that the new farming area is

It brings a lot of profits.

According to Adidas, since the launching of women's product marketing in 2013, their women's products business has increased significantly, and sales growth has maintained two digits.

And in 2015, the company will open more new stores in China.

Nike announced last year that it would focus on the female consumer strategy and strive for an increase of $5 billion to $7 billion in the next two years.