What Are The Options For Nike To Become A "Survivor" In The New Era?

Changes in the rules of the game, creative ideas emerge in an endless stream, fresh and unique enough to deal with the current, more fresh and more unique, based on the addition of "the ultimate" chips.

The constant creation of new things is only the basic law, and the new way is to boldly abandon the choice of redundancy.

Building up in the digital age

The threshold has been reduced, and this fast way to face the consumer has broken through the difficulties of traditional retailing, and has become a lot simpler.

But in contrast, competition in the market has become increasingly fierce.

People often feel that information is crowded and they want to break through the encircling.

Reduction or expansion, based on brand genes and

The atmosphere is different.

The choice of "Nike"

According to the world clothing shoes and hats net, in October of this year,

Mark Parker, chief executive, announced that in the future it would reduce the number of 3 retailers who had been around the world to 40, focusing on the time and energy invested in it, and called it "strategic retail partners".

And the only remaining 40 places are "must have the ability to set up shop stores for Nike in their shopping malls, that is, a special independent space, and equipped with specially trained salesmen from Nike."

3 million to 40 such amazing adjustment, as one of the world's largest brands of Nike, this move can undoubtedly shake the entire retail industry.

The adjusted energy will be pferred to the online sale of official website and APP, as well as the provision of more targeted products in the 40 retailers' brand stores.

Nike knows that shopping experience is more important than commodity, so we must eliminate retailers who can not upgrade their quality in consumption experience.

Their sincerity is to support the 40 companies that have been retained, including high profit and media promotion and sales commission.

Nike is not the only brand to do so.

In August, Coach announced that it would withdraw from about 250 stores, while Michael Kors chose to reduce sales promotion in department stores.

That is to say, only retailers who can convey brand spirit and enhance experience can make these brands willing to invest time and resources, and the role of brand will change from "supply" to "customer".

The upcoming adjustment strategy reflects the real situation of retail industry.

In the past, large retailers with high popularity and strong penetration have been faced with bottlenecks because of their past advantages.

Only by bringing unique shopping experience can we ensure that we are not in a passive state.

Integrate commodity category, provide enough choice for consumers, or directly practice new retail way, integrate online and offline resources to provide consumers with a good shopping experience.

What is the high standard of "Nike"? You can take a look at Nike's activities.

In September this year, Nike launched Nike Maker 's Experience service in Nike By You Studio in New York. It was actually an upgrade campaign for NikeID.

They launched a pair of white Nike Presto X that laces shoelaces. Users can select various elements in the element library through voice commands, and can change colors according to their preferences.

In addition, we can see the future effect of shoes by means of light and shadow through the latest reality technology.

Compared with the growth of sales figures, they need more physical space to disseminate brand culture through operational marketing activities.

The so-called "Nike" brands are already well known by the public. After the expansion of stores, they have accumulated a strong brand culture and consumer base. Later, they developed the online mode and standardized production.

They tightened their retail channels, dared to abandon different choices and put the physical store as the battlefield of brand spirit.

Retailers should cooperate to provide differentiated consumption experience and act as a retail experiential dealer.

We need to open the digital brand of the store.

The digital brands launched by electric providers have invested in entities, because they see more value in them.

Luxury goods have joined the electricity supplier, and the growth rate of e-commerce is fast. But by 2025, the proportion of online purchases of luxury goods will increase from 7% to 25%.

The proportion has indeed increased, but this figure is still clear that most consumption will still take place in physical stores.

Farfetch, a famous luxury electric business company, opened the physical future store.

Just like the design of Farfetch, including the dressing rooms that can be photographed in the physical store, most of these new technologies bring about the public relations effect.

More importantly, Farfetch provides a docking service for consumers who move freely between entities and numbers.

And by collecting user data, consumers and sales can be further stepped up to improve retail productivity.

The new retail strategy is to maximize the consumption network composed of both online and offline businesses.

Consumers' shopping lines are more complex than ever before, showing a "non-linear" state, merging different contact points on the line and the line.

Consumers need to try and try them on when buying, which is the advantage of physical stores.

For digital brands, physical stores can also become powerful marketing and customer service channels.

Digital brand is more willing to regard entity store as an advertising method, and even can be classified as one of the media platforms.

The number of brands that jump from line to line, changing from flat figures to stereoscopic images, have the opportunity to face consumers directly. This is a unique and valuable experience for digital brands.

We have observed that many e-commerce brands actually regard physical stores as "offline exhibition halls" to provide services for trial products under the line, but purchases still need to be passed online, which maximally realizes the advantages of physical stores, avoiding the complexity of traditional retailing and the cost of processing storage.

But the bigger challenge is how to create a more engaging experience environment through real resources.

We can still find out whether the former "escape" or the latter attempt is based on the importance of experience in the entity.

The strategic goal of the physical store has changed for the brand. It should provide the shopping experience that can not be copied, fight for the free time of the consumers, and the valuable resources that the collected data can bring to the brand.

More interesting reports, please pay attention to the world clothing shoes and hats net.