Domestic Matrix Against Nike's Overall Strength -- Sports Brand Public Number List

According to the data provided by QuestMobile, as of February 2019, WeChat has reached 945 million monthly active users, and 80% of WeChat users subscribe to public numbers.

Of these users, 57.2% are men and 72.4% are 19 to 35.

This part of the population has strong consumption ability, and also pays attention to sports and fashion.

At the same time, as the key channel to directly connect brands with users, WeChat public number has become an indispensable part of brand strategy of major sports.

Moreover, with the increase of the public number function and the appearance of small programs, many public brands of sports brands have adopted the mode of "message push + shopping mall purchase / after sale service", directly contacting their users.

In addition to promoting brand and recent activities, user analysis and push data of the public number also have some guiding significance in formulating brand strategy.

To this end, the lazy bear sports and rankings list screened, counted 25 brands, aggregated 50 public figures, and jointly released the sports brand March KCI index list, to see how these brands operate on the public account.

(Note: the KCI index represents WeChat's self media influence index. It is an important indicator to evaluate WeChat's influence, activity and communication ability from the media account.

Statisticians calculated the specific KCI index by observing total reading, maximum reading, average reading, headline reading, total number of points, maximum number of points, average number of points, and number of headlines.

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On the list of March, "Decathlon" is the only public figure with a headline reading volume of 100 thousand + and a total reading volume of 1 million, while the highest reading can reach 100 thousand + of the public number: "Lining CLUB", "NIKE", "Decathlon", "CONVERSE China" and "Adidas".

On the average, the top five public figures are "NIKE", "CONVERSE China", "Lining CLUB", "Adidas" and "Decathlon".

In addition to the two core data of reading volume and good looks, we can also take a look at the brand strategy through the observation and analysis of some gross data of major sports brand public numbers matrix.

Nike

This list lists three public numbers of Nike and its brand, namely, Nike media center, NIKE and CONVERSE China. The average KCI index is 5.67.

In March, these public numbers pushed 45 messages with a total reading volume of 1 million 240 thousand +, with a total number of 4108.

Vans this time there is a public number on the list: "VansChina, KCI index ranked 10.

In March, the public number sent 16 messages with a total reading volume of 270 thousand +, with a total number of 742.

Andrew has a public number on the list of "UnderArmour" and the KCI index is 13.

In March, the public number sent 6 messages with a total reading volume of 100 thousand +, with a total number of 319.

Adidas has a total of two public numbers on the list, namely "Adidas" and "Reebok Reebok". The average KCI index is 15.

In March, these public numbers pushed 18 messages, with a total reading volume of 530 thousand +, with a total number of 1371.

Arthur has a public number on the list, "Arthur ASICS", KCI index ranked 15.

In March, the public number sent 7 messages with a total reading volume of 120 thousand +, with a total number of 206.

Jordan sports has a public number on the list, which is "Jordan sports", and the KCI index ranks 16.

In March, the public number sent 14 messages with a total reading volume of 150 thousand +, with a total number of 581.

Decathlon has two public numbers on the list, namely Decathlon fitness club and Decathlon, with the KCI index averaging 16.33.

In March, these public figures jointly sent 20 messages with a total reading volume of 1 million 20 thousand +, with a total number of 1049.

Puma has a public number on the list of "PUMA" and the KCI index ranks 18.

In March, the public number sent 14 messages with a total reading volume of 150 thousand +, with a total number of 373.

Anta has a total of eight public numbers on the list of "Anta run", "Anta official mall", "Anta basketball", "Anta group", "Anta sports", "Anta children", "FILASALON" and "FILA". The KCI index has an average of 22.

In March, these public figures jointly sent 71 messages with a total reading volume of 1 million +, with a total number of 2210.

NewBalance has a public number on the list of "NewBalance China" and the KCI index ranks 22.

In March, the public number sent 5 messages with a total reading volume of 60 thousand +, with a total number of 224.

Kappa has a public number on the list of "Kappa" and the KCI index ranks 23.

In March, the public number sent 18 messages with a total reading volume of 140 thousand +, with a total number of 177.

Lining has a total of eight public numbers on the list, namely "Lining official shop", "Lining basketball", "Lining online shopping mall", "Lining Badminton Club", "Lining official flagship store", "Lining running", "Lining" and "CLUB", and the KCI index has a flat average of 23.5.

In March, these public figures jointly sent 89 messages with a total reading volume of 1 million 310 thousand +, with a total number of 4587.

A total of three public numbers were listed on the 31st degree scale. They were "31 degree children", "31 degree" and "361 degree" respectively. The KCI index ranked 24.33 on average.

In March, these public figures jointly sent 35 messages with a total reading volume of 190 thousand +, with a total number of 1036.

PEAK has a total of two public numbers on the list, namely "PEAK micro service" and "PEAK sports". The KCI index has an average of 29.5.

In March, these public figures jointly sent 25 messages with a total reading volume of 90 thousand +, with a total number of 551.

There are three public numbers on Hongxing Erke. They are "ERKE distribution business management center", "Hongxing Erke official member center" and "Hongxing Erke". The KCI index ranks 34.67 on average.

In March, these public figures jointly sent 17 messages with a total reading volume of 140 thousand +, with a total number of 802.

XTEP has a total of three public numbers on the list of "XTEP manufacturing", "XTEP running club" and "XTEP China". The KCI index has an average of 36.67.

In March, these public figures jointly sent 66 messages with a total reading volume of 110 thousand +, with a total number of 977.

Pathfinder has a public number on the list of "Pathfinder", and the KCI index ranks 37.

In March, the public number sent 17 messages with a total reading volume of 20 thousand +, with a total number of 156.

Double star shoes and clothes have a public number on the list, which is "double star shoes and clothing". The KCI index is ranked 38.

In March, the public number sent 12 messages with a total reading volume of 10 thousand +, with a total number of 108.

There are four public numbers on Skech's list. They are "SKECHERS Si Cage mall", "SKECHERSHK", "Cage child" and "SKECHERS Cage". The average KCI index is 39.

In March, these public figures jointly sent 22 messages with a total reading volume of 140 thousand +, with a total number of 271.

There is a public number on the list of "noble birds". The KCI index is ranked 39.

In March, the public number sent 4 messages with a total reading volume of 7691, with a total number of 34.

MIZUNO has a public number on the list of "MIZUNO Mizuno", and the KCI index ranks 40.

In March, the public number sent 4 messages with a total reading volume of 7251, with a total number of 35.

Red double happiness has a public number on the list of "red double happiness". The KCI index is ranked 44.

In March, the public number sent 3 messages with a total reading volume of 3996, with a total number of 17.

First, brand public number matrix flow enhancement effect is obvious.

Compared with a single brand public number, the public number matrix can achieve more functions and better results.

Take Anta as an example, Anta children is the public number with the highest total reading volume of its public number matrix, up to 340 thousand +, ranking eighth in total reading volume.

But with the reading volume of other public numbers, the total reading volume of Anta public number matrix is 1 million +, ranking third in total reading volume.

This also provides a way of thinking for sports brands to manage public numbers.

The product line is divided to create a complete public number matrix. This mode brings considerable flow to the brand, and is also convenient for different target users.

From the public number matrix of sports brands, functional subdivision is one of the trends.

In addition to the public numbers that most brands will set up about the electricity supplier and after sales service, Hongxing Erke has the public number to manage the distribution business, and Decathlon also has the public number to provide lessons.

By setting up the public numbers of these different functions and responsibilities, the user groups of brands can also feedback more precise and vertical data and information, so that they can make targeted strategies in the operation and serve the core users well.

Generally speaking, domestic brands usually set up two or more public numbers, while most foreign brands only set a public number, while different strategies have different advantages and disadvantages.

According to its own product line, the establishment of multiple public numbers seems to be the consensus of domestic sports brands, such as Lining, Anta and other brands.

The advantage of this is that the operation is more refined and more precise.

And after the revision of WeChat public number, if more than two messages are pushed, the message will be folded later.

In this way, if there are multiple public numbers, we can better display more information.

However, QuestMobile data show that although 80% of WeChat subscribers subscribe to public numbers, 73% of users are concerned with fewer than 20 public addresses, and more than 50% of users visit the public number every day for 10 minutes to 30 minutes.

If a number of public numbers are set up, if the total amount of users is not enough, it will be more likely to cause scattered efforts, dilute the promotion of important information push, and the operation cost is relatively high.

Compared with domestic sports brands, most sports brands abroad only set a single public number.

This will enable users to gather more, and at the same time reduce operating costs.