Nike And ADI'S Flagship Store Are Coming Together. What Kind Of Abacus Are They Doing?

If a city owns the flagship store of Adidas and Nike at the same time, it must be the core city of a country and even the whole world, and Shanghai is one of them.

Moreover, in this city, the flagship stores of these two brands are always built adjacent to them. It was in the middle of Huaihai Road, and now it is Nanjing road pedestrian street.

In the fourth quarter of 2018, the two top sports brands opened their own brand new flagship store at the same intersection of Nanjing Road Pedestrian Street, and the two shops were almost face-to-face.

Adidas calls it the largest brand center in the Asia Pacific region, and Nike defines it as the world's first House of Innovation.

From the outside, two brands have different positioning for flagship stores.

Adidas and Nike are brand new flagship stores at the same intersection on Nanjing road pedestrian street.

Nike does not seem to want to sell more products in this store. It gives more space to all kinds of strong design elements. Glass and various reflective materials are widely used and style is avant-garde.

For example, the footwear area on the third floor does not display all its products, but uses a more similar fashion store style to display a few popular styles with a loose large wall cabinet.

Compared to the sale of sports shoes, this is more like a display place for brand image.

By contrast, Adidas's store is more like a large retail store with a higher density.

After emphasizing the design and technology of new store, James Grigsby will add a sentence: "I hope this store has enough good sales performance to prove our retail strategy is correct."

Grigsby is the general manager of Adidas China's key city (Shanghai), and is responsible for the Adidas Shanghai brand center project.

Of course, no matter how to name the new store, the two brands have to answer the same question: when the electricity supplier has become an important sales channel, Adidas has just started a new pair of shoes in Tmall world, this is the first time it has done so -- what value should a huge flagship store should play?

Offline flow

Compared with the Huaihai Middle Road, which is located in the flagship store, the passenger flow of Nanjing Road Pedestrian Street is bigger. During the recent Spring Festival holiday, Nanjing Road Pedestrian Street is the second place in the national retail sales volume.

Online traffic is becoming more and more expensive. A flagship store with a good location will be more attractive to attract customers and pform consumption.

In China, brand new flagship stores tend to synchronize with the new commercial complex.

This is also true of Adidas and Nike in the flagship store on Nanjing road pedestrian street.

The two shopping centers in the most famous commercial street in China, the first department store and the Bailian World Trade Plaza, were completed in 2018.

Nike's flagship store is not a new store. It used to be a large retail store.

After rebuilding, Bailian world trade gave Nike the best place in the shopping mall.

This refers not only to the area and location, but also to the most striking part of the pedestrian street of Nanjing Road, as well as indoor space.

Nike can design its own moving line in a complete cube, and divide the entire flagship store into one shop.

The first department store also gave Adidas the best street location, and helped Adidas build the store as fast as possible.

"It took us only 25 weeks to complete all the links from the planning, decoration and opening of the brand center, which is also the fastest pace inside Adidas."

James Grigsby said to "first finance" YiMagazine.

For shopping centers, it is also a good choice to use the flagship store of the top sports brand as the signboard property.

They are not only low in style, but also attract enough people, especially young people.

Billboard effect

Nanjing Road Pedestrian Street is not only a huge traffic circle, but more importantly, its passenger flow is mostly non local consumers. It is almost every tourist visiting Shanghai for the first time. Most of the time, the brand shops that tourists see here define their brand image.

It is also a natural billboard facing the Chinese market, especially the two or three tier city, in addition to the sale of flagship stores.

Adidas ranks Shanghai as one of its 6 core cities in the world.

The German brand has a definition of the core city, that is, the sales network that can lead and radiate the city.

The retail concept and brand experience displayed by this brand center will be extended to more stores and channels from 2019.

James Grigsby said to "first finance" YiMagazine.

Sense of experience and interaction

The two brands take experience and membership services and customization as the core selling points of flagship stores.

In 2016, Adidas opened a flagship store in New York, New York, which designed the whole store as a sports ground, laid a runway on the floor, opened up a space dedicated to playing street basketball, and set up a large screen spanning two storeys. Customers could play FIFA games in the opposite step rest area. These elements were copied to other flagship stores in the world, including Shanghai.

Adidas has also opened up special customization space, and even coaches have chosen the right equipment for you.

Nike's store has a special area for the production of NIKE Membership's customized shoes and equipment, and only allow Nike members to enter, and designers communicate with each other on their own customized sneakers.

This series of operations must go through the WeChat applet.

In addition to Shanghai's global city, Adidas has identified 23 core cities in the Chinese market.

In the future, Adidas will gradually increase the proportion of "larger retail outlets" close to the brand center in the retail system. In brief, it will open more stores.

This is due to the fact that more and more cities in China can carry the consumption base of a large store. On the other hand, Adidas also hopes to provide a more complete retail experience on the offline store, and the running test machines and personal customization areas in flagship stores are also expected to enter more stores.

The logic behind this is also very simple. If the offline shop can not use the new experience to let consumers have the impulse to buy now, then its existence value will be further weakened by the electricity supplier channel.

The reason why Adidas and Nike still regard offline stores as the main retail channel is precisely because sports products need more personal experience than other products, so shops should strengthen the ability to guide consumers' experience, not just display products.

Local value

The two brands all gave the flagship store a strong local impression.

Nike Shanghai 001 Li set up a special area called "single door and exclusive Shanghai", selling sweaters with the word "Shanghai", or T-shirts written in the words "Xiaolong Bao".

The brand center of Adidas wrote "Shanghai Road rough", "tune tune" and "tie type" in Shanghai concrete column.

Adidas named the store "NJE800", which is the abbreviation of "800 Nanjing East Road".

Close to local culture is the trend of sports brands and even various retail brands nowadays.

It can weaken the sense of "chain" and make people feel that this is not a "shop opened in this community", but a "shop for the community".

Nike is used to setting up local community stores in the United States, and selling locally limited products is often related to local teams.

In the flagship store of Adidas, New York, the entire shop has a very thorough industrial style. Its eyes are cement, pipes and barbed wire.

Although the brand center of Shanghai has extended this style, it has added yellow decorative color to the brand, because according to the results of market research, consumers in Shanghai are more willing to stay in warm colored shops.

After visiting these huge flagship stores across the street, you will feel that they are really flagships, but I am afraid they can only be a model which is difficult to expand and replicate.

At Nike flagship store, the clerk will tell you that the exclusive customization of members is limited to a small number of consumers, which is the easiest way to promote such flagship stores.

As for those new designs and limited products, it is obvious that they can only appear in flagship stores.

Furthermore, even if these services can only be provided by offline stores, they need to ask questions whether they are really necessary for consumers.

The eye catching experience can really pull many passengers into the store, but when they really want to make consumer decisions, they may still choose to place orders online, so the shops will be reduced to the assistance of the electricity supplier at this time.

Of course, the increasingly expensive online traffic has become an irreversible trend, and the importance of offline retail space is being reemphasized.

As the top brands in the retail industry, Nike and Adidas must be exploring new possibilities.

The two high-profile new shops are undoubtedly their latest attempt to respond to the wave of digital and electronic commerce, but at the moment, the new ideas are not so new.