Nike Catching Up With Adidas UNIQLO Leads Tmall Apparel Category 1

From pre-sale,

It showed strong growth momentum, and finally surpassed last year's double 11 clothing category sales champion and won the first prize.

Looking back at every node in the past, Nike's momentum is very fast.

At the beginning of zero, Nike showed strong growth momentum.

It only takes 10 minutes to surpass last year's double 11 full day turnover.

It took 16 minutes.

At 8:43 in the morning, the total turnover of Nike exceeded 500 million yuan.

In fact, in the early pre-sale link, Nike led the way all the way.

It is understood that Nike has concluded its 10 day pre-sale activities before November 1st.

Nevertheless, data up to November 6th showed that

The total number of pre-sale sales was still ranked first in Nike, followed by NEW BALANCE and Cage, and last year's champion UNIQLO was fifth.

Under certain discount, consumers are more willing to pay for the sharp cargo for international sportswear brands.

Tmall dress to Nike's small two Qin Feng told reporters: "this is thanks to the full preparation of the brand side.

Brand culture determines that its reaction speed is very fast, and the execution of the target results is very strong. With the closer cooperation with Tmall platform, Nike's brand growth space is very huge.

First, on the organizational structure,

The team is gradually systematized, and there is a special person in charge of docking Tmall, and follow up the platform trend.

At the beginning of this year, Nike entered the preparation period of double 11 cargo terminal, and determined the sales target, stock preparation plan and so on.

When the two sides communicated again in 8 and September, Nike's double 11 preparations were very detailed, full of confidence in the results, and gradually increased sales targets according to the goods, operation and traffic conditions, and communicated and optimized details every day.

And after the pre-sale,

Ke will adjust the structure of goods in time according to the actions of consumers plus shopping cart and collection, and further clarify the product sales echelon planning, so as to ensure the efficiency of sales under the existing SKU, and lay the foreshadowing for the purchase of double 11.

In marketing, Nike is also actively cooperating with platform activities, reducing the discount of some products to half off and below, and increasing the proportion of high-end products. The official website Nike.com also joined the double 11 promotion.

Visually, by changing the material map frequently, it brings enough freshness to consumers.

In response to the pressure of logistics, according to lazy bear sports report, "Nike has 6 distribution centers this year to support pportation in Shanghai and other regions, and provide free delivery services to Nike+ members.

These methods are very similar to their promotional activities during the "black Friday" period in North America.

According to Qin Feng, when the 11 zero point comes, whether it is yourself or

They are all enjoying carnival, because everything is strategizing, and the turnover of each time node exceeds expectations.

A healthy lifestyle promotes the demand for sports consumption, and the electricity supplier becomes the biggest increment.

According to data from Euromonitor International, in 2015, the electricity business accounted for 12% of the total sales volume of footwear sales of $340 billion (41 billion US dollars), and the sales of global footwear and clothing sales increased 22% over the same period last year, of which China is the largest market.

Although it is believed that it is facing the pressure of sales growth and stock increase, and the challenge from Adidas and Under Armour, Nike has undoubtedly contributed greatly to the growth of sales volume in the electricity supplier business. Tmall has double 11 this year.

Category champions are more evidence.

In 2012, Nike entered Tmall's platform. In 2015, it ranked fifth in Tmall's clothing in double 11. Lazy bear sports reported that last year's double 11 ended, while Nike's Greater China second quarter sales revenue increased by 28% during the same period.

DTC (Direct To Customers) grew by 51%. Nike brand President Trevor Edwards said Nike's successful double 11 marketing is an important reason for growth.

Consumption promotion drives fans to pursue good trends, and to some extent, fans become the economy.

The foundation of development.

As of 4:30 p.m. on November 11th, the number of fans in NIKE, Adidas and New Balance official flagship stores was 7 million 651 thousand, 7 million 456 thousand and 6 million 678 thousand respectively.

The number of fans is directly proportional to the actual sales volume.

At the same time, as a battleground for young people, Tmall provides brands.

Support and tap the changing needs and preferences of consumers.

In a short period of time to contact a large number of new customers during the double 11 period, certain market activities can bring enough exposure.

Therefore, in the eyes of Qin Feng, the brand side began to invest more in brand activities while paying attention to the double 11 paction.