Sports Giants Are Struggling To "Feed" The Women'S Market.

But now sports are changing the way women live in the world.

More and more women walk into the gym, go outside, and start their pursuit of beautiful lifestyle with sports.

Act as

The leading brands, NIKE and ADIDAS, will certainly not let go of the opportunity to tap women's businesses.

To compete for the cake in the women's market, the two sports brands launched a male like contest.

Find the goddess

There are millions of women, charming little jade, fierce heroine and so on.

So what are the two goddess of NIKE and ADIDAS?

It can be said that the goddess of NIKE is sexy.

This kind of sexy, representing the confidence and charm of women, besides the bodybuilding on the physique, is also the self confidence of the inside and outside, and the unremitting pursuit of perfect self.

Sport is an indispensable part of NIKE goddess's daily life.

Maybe she doesn't have a female figure yet, but she is trying to prove her determination to become more perfect with sweat.

In a popular way, she is sexy or is on the way to sexy.

But ADIDAS's favorite women are different.

Hedonism is the creed of ADIDAS goddess.

They exercise to show their enjoyment and love of life.

For them, sport is a trend of life, just like ten years ago.

Sportswear.

In this era of great improvement in material living standard, it is better to enrich our spiritual life by sports.

These two kinds of goddesses share one thing in common: use sport to socialize and share.

Share their sports experience and experience.

The difference is that she wants to show how sexy or happy she is.

The contest between "muscle man" and "warm man"

Found the goddess of my heart, the next step is to use what promise to impress them.

Some girls yearn for the magnificent moment, while others expect to see each other in a long way. What I can give her must see what she has.

At this point, NIKE and ADIDAS are like two very different men.

NIKE is a muscle man. The blood of a brand runs through the boiling blood of athletic sports.

"Just do it", he wants to lead the goddess together with her sporting spirit.

Therefore, he emphasizes himself, subliming the pursuit of "sexy" to "body and mind training".

In this process, NIKE is willing to become the goddess's tutor, partner, and go to perfection together.

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ADIDAS is a warm man, from emotion to your company and care.

In the course of the study, ADIDAS found that the functional needs of women remained at a superficial level, but they had more intense emotional appeals.

They want to exercise with their friends. This kind of companionship will become the driving force to get out of their homes.

Therefore, it is emphasized that the concept of "sister appointment" should be injected into the group, so that the female sports can be upgraded to a social interaction and sharing behavior.

Touch them!

Soft girls like to be conquered by powerful men, while queen fan likes to watch men submit to them.

In what way to impress the goddess, NIKE and ADIDAS take a completely different strategy according to their preferences and needs.

1. product: sports professional V.S sports fashion

NIKE's women training product aims at optimizing the function and adjusting the version of the female's physiological characteristics.

For example, in sports underwear, Nike Pro series provides three kinds of support for high school, helping women find their own equipment to complete sports, and in tights, lightweight, comfortable, dry and cool indicators become the key.

Wear sexy, more comfortable to wear, NIKE with professional equipment to support women's pursuit of perfection.

ADIDAS believes that being well dressed can inspire women's enthusiasm for sports.

In terms of product planning, basic functions and fashion expression techniques make ADIDAS's products outstanding in design, edition and color.

High end women training product line, choice and international reputation

Stella McCartney is jointly produced to enhance fashion endorsement, while the mid end product line meets the discerning eye of consumers with rich colors, and offers a variety of sisters combination to encourage women to wear sports with their friends.

2. marketing activities: only for the more V.S sisters movement

The marketing style of big brands has been extended. NIKE's female marketing is mainly Campaign with strong sports attributes.

This year, the women's sports are only a little more praise. Through the online theme series, the theme of different types of women's pursuit of sexy through sports is discussed. The theme activities such as "90 days challenge themselves" and "fast challenge" are organised and organized with their own online community "NTC" and "NIKE RUNNING" activities.

ADIDAS is the concept of "sister movement" throughout, forming the core concept of women training category.

Invites HEBE, a sport with a remarkable temperament, to play TVC, telling her sisters story, and using her influence to interact online, such as sister sports program, sister head sticker, sister fashion collocation and other activities, with emotional appeals to moderate female sports users.

The offline activities take the "sister group" as a clue, stringing ATF shaping courses and lady 's night women's night running and other activities, so that the concept of sisterhood movement will come down to the ground.

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3. terminal: sports experience V.S lady exclusive

NIKE hopes that its stores are not only the place where products are sold, but also stimulate the enthusiasm and desire of female consumers.

So the store of women's products is positioned as "female Sporting Club Hotel".

In addition to providing abundant

The product also provides a series of experience services in the shop: "Nike+ gait analysis system" helps women understand their state of motion, "trousers length fine adjustment service" and intimate sports lingerie shopping guide makes products more suitable for women's posture, and training courses open up second training grounds for women outside the fitness room.

The store of ADIDAS focuses on "fashion" and "light luxury" from the perspective of "Ladies' exclusive".

The store style is integrated into the elements that cater to the aesthetic characteristics of female customers. The products displayed in the shop are rich, offering more synchronized Adidas by Stella McCartney series and a series of Adidas StellaSport for young girls designed to meet the needs of women at all levels.

Do not follow the crowd, find and pursue your own goddess!

As the saying goes, "a woman's heart, a needle on the sea."

If you want to be a woman's business, you need to have the instinct of knowing horses, accurately understand the eyes of women, and have to feel the way and show sincerity.

If you want to pursue the "goddess" brand, please consider the following three questions:

Who is my goddess (WHO)? - she is so charming that she has attracted everyone to chase, but is she really the goddess for you?

What can I give to the goddess? (WHAT) - what she wants is probably very simple, but you can give it to others.

Talk more, maybe dig her subconscious needs.

Maybe this will help you get her favor.

How do we move the goddess (HOW)? Her favorite dates are balloons and Trojan amusement parks, or candlelight dinners for high-end restaurants? Before she asks her, we must study and do what is best to make her feel your sincerity.

Finding the right target user (WHO), meeting its specific needs (WHAT) and putting it to the right place to do marketing (HOW) is the "3W" strategy of brand positioning, and is also a "genuine truth" that helps sports brands do well in women's business.