Nike'S New Move Embracing Digitalization

Nike wants to rely on DreamWorks and women to deal with the market digital war.

Although Nike is firmly in the top position of the global sportswear brand, competitors Under Armour and Adidas are throwing money in digital and trying to pull Nike down. For example, Under Armour is developing smart clothing and a sports social networking platform that can compete with Facebook and twitter.

At the beginning of this year, Adidas bought the wearable device application Runtastic.

Just last month, Nike expects Internet sales to reach $1 billion in fiscal year 2015 and raise the target of online sales in 2020 to $7 billion.

On the whole, Nike intends to raise revenue to $50 billion at the same time.

Under Armour CEO Calvin Plank (Kevin Plank) expects the company to double its revenue in 2018 to $7 billion 500 million.

New digital partnership

Nike announced a new partnership with DreamWorks, an animation company.

Next, Nike will enter the field of 3D printing, using the DreamWorks new design platform Nova to achieve "overspeed prototype design" and better 3D imaging.

Nike also predicts that personalized service will become the mainstream of future customer consumption.

Mark Parker, chief executive of Nike, said: "customization is one of the consumers' expectations for us, and consumers will have the style of products that they want. Therefore, we hope not only to participate in it, but also to be the leader in this field," said Mark, chief executive of Nike.

"So far, the pattern you have seen is what we call" customization 1 ", and now we are studying 2 and 3.

These upgrades mean that customers can more easily customize the appearance and performance of sports equipment.

In order to cater for the needs of the "time consuming generation", Nike decided to simplify the customized service through mobile phones and shorten the time spent on the delivery of shoes to consumers.

At the end of this month, Nike will launch a customized shoe service, and the customized shoes will be delivered within a week.

Information is more interesting than hardware.

When Adidas and Under Armour openly put wearable devices and other intelligent devices into the company's development strategy, Nike said that hardware is only a "dimension" in the broad digital field.

Nike brand President Trevor Edwards (Trevor Edwards) said: "we...

Of course, we have established good cooperation with apple and other wearable device providers.

But this is a dimension that enables us to better provide services for consumers. We will improve our services from a broader layout. "

Edwards mentioned in particular the running training application of Nike Sporting Club Hotel (Nike Training Club).

Tracking runners' data will enable Nike to know whether consumers have established a positive interaction with the brand, or have given up the use of Nike products.

"With these data, we can divide the runners into those who exercise every day, just start exercising, and may be slack, or even take part in a competition."

Jayne Martin, global product leader, said: "we can adjust the brand products accordingly according to these information, which also provides a solution for us to deal with users' personalized needs". (Jain Martin)

Win the favor of women

At the moment, more and more women are addicted to aerobic jogging, and women are looking for more designer sportswear.

Major competitors such as Puma and Adidas have already started expanding women's products.

Nike has also set its sights on the "women's market" to be developed.

In April this year, Nike women's clothing launched the theme of "Better For It".

At present, Nike maintains the highest volume of women's sportswear in the world.

As of 2020, Nike hopes to increase sales to 5 billion 700 million US dollars to 11 billion US dollars.

Nike's online shopping platform has a large number of loyal female consumers.

They registered members on the Nike ecosystem, and often spend more than two times more than others.

Nike will also expand the Michael Jordan sports shoes production line, the first female shoe type, and hope to make female consumers "feel the charm of sports shoes culture".

This year, Nike also collaborated with Instagram. Female consumers can browse through pictures to find the right type.

The first Nike in Western Europe

The store opened in London this year.