Sports Brand Live Online, Dig Out The "House" Campaign Economy?

No one imagined that 2020 would be opened in such a way. Under the premise of the continuous spread of the new crown pneumonia and the nationwide anti epidemic situation, the traditional retail economy ushered in a huge impact and impact.

　　 Consumers at home do not have a sports brand to open shop.

Under the influence of the new crown pneumonia, home at home is the greatest contribution to the society. During the Spring Festival, consumers are away from visiting relatives and friends, doing street shopping, studying and cooking at home, learning, and watching the world through the Internet, enjoying the life at home.

On the contrary, in order to avoid the impact of epidemic on customers and employees, many sports brands also choose to close shop. International brands, led by Nike and Adidas, have announced that they will temporarily close most of the stores in China. In addition to closing stores, local sports brands such as Anta and XTEP are also closing down factories.

Unlike the consumption craze in previous years, this year's Spring Festival is particularly cool in the physical stores. This is not a good phenomenon for brands. This situation is not what we are accustomed to, but it also brings more challenges and opportunities to the brand.

　　 Live online and interact with each other

A large number of stores lose a lot to the brand, but there is no business.

With the advent of the 5G era, consumers who are at home can also feel the love and care of brands. Today, brands are discovering new economic models through live broadcast. When the home economy continues to unlock new postures and new scenes, sportswear brands are also exploring the new economy of live broadcast mode.

Unlike the direct and crude business mode of live selling, most sports brands have chosen the alternative way of direct seeding.

Recently, Anta joined hands with keep to launch the online star sports course. Olympic champion Liu Lingling and Zhang Jike appeared in the sports course. With the brand spokesperson and the signing athlete to record short sports videos, encourage consumers to move at home and interact with consumers widely. In February 18th, Anta's "cloud" fitness live broadcast began, and many professional coaches such as Xiao Yu and Mao made live online tutorials to enrich their home life while letting the brand continue to expand its influence.

In addition to live online, Anta launched the "full retail" project in the first few days of the epidemic, involving more than 30 thousand employees and dealer partners. The sales teams and brand support teams of all brands, as well as all the management and sharing teams, were "fighting" to open micro stores.

Yao Weixiong, vice president of Anta group and CEO group of fashion sports brand, said: "in addition to maintaining confidence and ensuring growth, the more important goal of the whole staff mobilization is to push the team to take the initiative to contact consumers, understand consumers, enhance consumer stickiness, and eventually turn traffic into" quantity left ". FILA's many brands have launched many new products and marketing activities online, which are sought after by netizens, especially young consumers. At present, the situation of online consumption is getting better and better.

We also care about sports and health as well as Nike. By combining with the live broadcast, Nike built a live broadcast course of WeChat's eco based on a small program - "get the exercise home." From Xiao Bai to senior athletes, this series of live broadcast of Nike provides a better sports fitness experience for consumers at home. In addition to watching live broadcast, Nike also plays live interactive activities at eight o'clock every night, urging consumers to exercise through the form of timetable and punch card.

On Wednesday, Adidas official micro-blog announced that it would jointly broadcast live live with Taobao live, and invited star tide leader Li Chen NIC to explain the story of "shell head". Recently, Adidas has been broadcasting live activities on Taobao live, and narrowing the distance between consumers and consumers online. In February this year, Adidas attracted the attention of young people in its own way.

　 High level gameplay

According to Taobao's economic report, the number of new Taobao stores has increased to more than 30 thousand every day since February, and the number of new stores increased by 22% last week. Since February, more than 100 kinds of offline occupations have found new possibilities in Taobao live broadcast, and the "cloud work" mode is becoming the norm.

Taobao's live hot cloud has become the way for most retail businesses to survive. All walks of life are seeking the vitality of the online war, but for the sports brand, the national sports is undoubtedly a higher level of play.

The live broadcast course can help to shape the scene by promoting the fitness of the consumers. This way can better draw the distance between the brand and the consumers. Through this kind of live broadcast, the brand can create a social and ecological circle through the platform while selling goods, and lay a more solid foundation for the future development of the brand.

No matter what way to explore new consumption, sports brands show their strong strength in this big test. What kind of shuffle will the garment industry experience after the outbreak? Let's wait and see.