Nike Will The Chinese Shoe Fans Give Strength To The One Door Shoes On The Chinese Version?

Sneakerheads has spent a lot of money.

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In December 8th, we formally launched the Nike SNKRS Nike application on the mainland of China.

The App was launched in the US in February 15, 2015, and Chinese shoe enthusiasts waited almost two years before they came to China.

According to the world clothing shoes and hats net, users can get the exclusive story of hot shoe information, sneakers behind SNKRS, and a series of exclusive privileges for members by registering NikePlus members.

In the most concerned shopping function, NikePlus members can register random ballot on Nike SNKRS, to get the lucky purchase qualifications of limited, joint and popular shoes, and set up the reminder for reservation of the target shoes, and get the push reminder before the sale.

After ordering, you can track the order information in real time and get the time of receipt in advance.

In addition, in order to make the shopping process more efficient, NikePlus members can save the information of personal shoes, address and payment in advance in Nike SNKRS, and can quickly purchase products through three payment methods: Alipay, WeChat and Nike gift cards.

From the perspective of commodity options presented on SNKRS, Nike's sincerity is quite sufficient.

In this App, users can choose men, women and children.

The category covers Nike Sportswear, Nike SB, Nike Basketball, Jordan and other shoes, including Air Force, Air Max and Force. These consumers have been buying very high products.

It can be seen that the launch of SNKRS application is in line with Nike's DTC (Direct-to-customer) strategy in recent years, that is, skipping agents, middlemen and other roles, and presenting Nike products directly to consumers.

Offline, this strategy is reflected in Nike's more and more direct stores and new retail experience stores. On line, Nike and Amazon cooperate in online direct sales, including Instagram in sales channels, and, of course, the launch of SNKRS.

At the investor conference in October 2017, Nike CEO and Mark Parker said that although DTC business constituted only 1/3 of Nike's revenue at this stage, it led to 70% of Nike's annual growth.

Moreover, there is reason to believe that DTC will still be the main force for Nike's future growth.

Nike's direct business has grown rapidly in recent years.

Such a practice will inevitably bring about changes in the sales channels of Nike products and the way consumers shop.

At the investor conference, Nike has made it clear that it will streamline its retailers in the future and focus on selecting 40 retailers for close cooperation, including retailers Foot Locker and Nordstrom, including new partner Amazon, luxury premium Farfetch, and even China's social media WeChat (with 1 billion users), as well as a range of new apps and experiential stores.

In addition, the company also announced the NikePlus membership project, which will provide members with exclusive purchase experience channels according to their personal preferences and buying habits. (extended reading: Nike plans five years of development, aiming at online, consumer experience and differentiated retail).

Back to the SNKRS application on the mainland of China.

Previously, Chinese consumers bought Nike's sports shoes, especially the limited number of sports shoes, mostly through Nike's official website and offline outlets, agents website, Taobao and offline stores, etc., by booking registration, pumping numbers and SMS notifications to get the final products, and to fight for Internet speed, speed and luck.

With the launch of SNKRS, Nike has deliberately moved some of its shoes to the new application.

Consumers can complete the shopping process with one key on this platform, though the winning rate is not necessarily improved, but the efficiency of shopping has been speeded up.

However, this will also reduce Nike's supply of products to agents and retailers.

In Sole Collector's survey of sports boutiques in America, shopkeepers complained that some of the products that were originally sold as shops were pferred to online outlets after being cut down, and the business of shops was also affected.

In addition, bringing more products to Nike's own platform also challenges the platform's service capabilities.

According to the world clothing and shoe net, Nike's official website and SNKRS platform have been flooded with a large number of users who rush to get goods on the "black Friday" just this year.

This year, everyone wants to buy the Off White X Air Jordan "The Ten" series, because the enthusiasm of the masses is too strong, and there is a system issue on SNKRS.

In addition, after shopping moved to the Internet, the technical "cattle" - the automatic ordering robot Bot also appeared, causing the platform and buyers to have a headache.

Whether the same confusion will happen in China may have to wait for consumers and retailers to adapt themselves to a SNKRS.

But Nike launched SNKRS not just for shoes.

"We know that we can bring more user participation, rich content and immersive experience," Adam Sussman, Nike's first chief digital Officer (Chief Digital Officer), said in an interview with Sole Collector earlier that Nike's intention to launch SNKRS is not just to sell shoes so simply. "Adam Sass,"

Nike hopes to use digital innovation to nurture, motivate and serve the sneaker community in China.

In June of this year, Nike announced a business plan called Consumer Direct Offense, which aims to integrate the digital products of official website, direct store and Nike to understand consumers' needs and preferences from various channels, and provide them with more counterpart and quick products and services.

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In early 2017, Nike founded China Digital Studio in Shanghai, hoping to bring better digital services to Chinese consumers. The specific measures include: localization of global products and customized digital products in Greater China for specific market opportunities, such as promoting business and membership services of Tmall and WeChat platforms, using more mobile payment methods of Chinese consumers, such as WeChat and Alipay, and sharing hot information to local social platforms, such as micro-blog, micro-blog and QQ.

In the new SNKRS, users can not only buy shoes, but also understand the exclusive story and design interpretation of designers, as well as more member experience.

In the official information, Nike expressed the hope that through this App connection online and offline service experience, "using digital innovation to nurture, motivate and serve China's sneaker community".

It has to be said that the formation of sneaker culture circle comes from offline.

Whether it is rush purchase, product display, cultural exchange, or even artistic creation, it is inseparable from real products, people and space.

One of the reasons why many people are "disgusted" with the sale of new products on the Internet is that it deprives them of the pleasure of shopping. Virtual online space takes away the emotional, energy and interpersonal connections in the cultural circle.

How to solve this problem, I am afraid Nike is unable to sum up a set of tutorials.

But their attempts have begun.

In 2016, Nike acquired a Virgin Mega, a start-up company in S23NYC studio in Manhattan, New York, which is mainly used to enhance entertainment and community attributes in its digital business.

In June, when Nike released the limited edition PSNY x Air Jordan 12 Wheat on SNKRS App, the team designed a shopping activity similar to treasure hunt.

They sold the news of sneakers in advance to potential buyers, asking them to appear at a specific location at a specific time - the Washington Square in New York, where participants used App to find virtual shoes images in real space, thus unlocking and buying this limited sports shoes, which is the Stash function of SNKRS.

In addition, Nike has also tried to add AR links to SNKRS applications, such as unlocking the purchase of limited sports shoes Nike SB Dunk High Pro Momofuku: the user opens the camera in the SNKRS application, watches a picture or menu related to the Momofuku restaurant, looks for the sports shoes made by the AR, and unlocks the purchase.

Will SNKRS bring this unique shopping experience to Chinese shoe fans? Can Nike's ambition in product, service, experience and culture create SNKRS in China?

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