Nike Has Recently Moved A Little Bit More Than The World'S Largest Experiential Store In Zhongguancun, Beijing.

In January 21st, Nike's largest Nike and Jordan basketball experience shop opened in China.

The 609 square meter shop has almost the size of a stadium, which is equipped with the cutting-edge toys in the global Nike and Jordan flagship stores.

It includes the full shoe wall, the Nike+ fitting experience area (a small indoor stadium for customers to try on basketball shoes), the 3D printing sculpture made according to the proportion of NBA players, and the "overseas only" T-shirt custom station.

The decoration of the shop also restored the street style of the concrete, and can be seen everywhere decorated with the words "fire hydrant".

But it is not in any commercial center, but in Zhongguancun, Beijing, Europe and America shopping mall.

This place called "China Silicon Valley" is far away from the city center of Beijing, surrounded by dozens of colleges, including Peking University Tsinghua University.

Nike showed extraordinary enthusiasm for the store.

Many executives from the global headquarters flew to Beijing to attend the opening ceremony of the evening, and a large number of employees and invited KOL and the media made Nike look a little crowded.

Shoppers who were not aware of the truth asked outside, "was it a star?"

DennisvanOossanen2016, vice president and general manager of Nike Greater China, was pferred to China in October.

He said, "every shop is very important for Nike, but this one is very special.

This is our first basketball experience shop in the world.

Put basketball series, Jordan and lifestyle basketball shoes together.

Prior to this, Dennis has worked in Nike for 19 years, and his last position is Nike vice president of North American retail sales, direct sales, sales and product planning department.

He recently had a Chinese name, fan Sheng.

After hosting the Greater China region, van Elson plans to copy his experience of running a straight store in the past.

He himself appeared in public recently. It should be in May 2016 that Nike opened a community store in Detroit.

Similarly, at the ribbon cutting ceremony, DennisvanOossanen called the new store "the promise to Michigan" and stressed that the new store would penetrate into the local community.

So you can understand why some of the basketball features that belong to Beijing are also in the store.

For example, the word "pick up a button" on the wall refers to the term of street basketball taking turns on the field; one of the designs in the T-shirt printing is "Hey porcelain".

"Porcelain" is a kind of saying that Beijing people describe their relationship very well. "Hey, porcelain" can also be seen as a way to greet a buddy.

Nike explains that the Americans say "What 'sup, bro?"

The whole experience shop is also different from the Nike shop you usually visit.

The store is mainly displayed in accordance with the Jordan brand and basketball series. In the basketball series, the names of Kobe and Lebron are directly named after the shelves.

As for Detroit, Nike has opened 7 such community stores in the United States.

The deep sports culture in the city is the basis for the existence of this shop form. Their common point is that more than 80% of the employees come from within 5 miles (100% of the community stores in Losangeles). They are all familiar faces in the community. Besides, there are some activities and volunteer services designed for the community.

Apart from the obvious decoration, whether Nike will copy the same pattern to China is not yet known.

Nike's "community store" in Detroit

Over the past few years, Nike has been trying to make flexible retail strategies based on regional characteristics, such as opening a Skate store in the area where skateboard culture prevails, and running shops near New York's Central Park.

The so-called "community store" is a retail attempt with the regional characteristics of the US market.

From the nearby crowd of young people (young white-collar workers from universities and companies), Zhongguancun's store is more like Nike's display as a brand image, as well as a survey of young people's feedback.

In the past year, Nike's basketball performance has not been ideal, and they find themselves misestimating the needs of consumers.

In the 2016 fiscal year, Nike's basketball business fell 1% compared with the same period last year. Nike brand President TrevorEdwards promised to resume the growth of this category after May this year.

On the one hand, Nike is opening Jordan flagship store in major cities all over the world. At present, there are 7 Chicago, New York, Toronto, Hongkong, Paris, Chengdu and Taipei. According to Nike's plan for Jordan, they hope that the turnover of this sub brand will reach 4 billion 500 million yuan in 2020.

On the other hand, Nike has redesigned the products of the basketball series, such as Kyrie2, LeBronSoldier10, Jordan31, KobeA.D. and so on. The price of these shoes has been lower than before.

In China, Kobe's retirement has slowed Nike's brand communication in basketball.

Nike turned to Rakeri Owen and claimed that "the key to the whole business is to connect consumers with idol players. We are just beginning."

Jordan flagship store opened in Chengdu IFS mall in January of this year.

That night, Nike invited Chinese national basketball player and All-Star MVP Ding Yan Yu to participate in the opening ceremony.

But because Ding Yanyu wanted to get back to training, he finally went on to experience the Nike+ trial area, which was Beijing's street player Zhao Qiang. Zhao Qiang was also a defender. He wore the latest model, priced at 899 yuan Kyrie3, mimicking Erwin's dribbling and other movements. Under the guidance of the anchors, he displayed the "friction and grip" of this shoe in front of everyone.

CraigZanon, general manager of Nike basketball, said: "we put basketball together with Jordanbrand, because it is easy to think of Chinese basketball as a basketball cultural center in Beijing."

However, many people doubt this extensive statement. After all, Zhongguancun is not a Chaoyang District worker, nor a strong street culture Dongdan.

"Zhongguancun means big traffic.

The European Union and the United States are student party. They usually just go shopping. "

A consumer evaluation who has been in Beijing for 8 years said.