Xiaokuo has something to say: If you take a serious look, you will find that more and more female donkeys appear outdoors. Nike encourages women to join the outdoors. (Cool was not used to develop the female market. It would be too common. ), For women to create a US drama, not only that, female marathon, women's gym and other activities for women are also launched online and offline. Little cool or happy, after all, in the outdoor beauty and more good and good Ha ~, let's take a look at the text.
At the end of last month, Nike announced its financial report for the first quarter of fiscal year 2017. During the period from June 1 to August 31, 2016, Nike’s revenue was US$9.06 billion, an increase of 8% year-on-year; net profit rose 6% to 1.25 billion. Dollars. Among them, Greater China continues to be its largest source of growth, contributing revenue of US$1.02 billion, an increase of 15% year-on-year, excluding the effect of exchange rate growth of 21%, which is the highest among all regions.
The rise in Nike’s sales profits is due to the growing female market. Nike chairman and CEO Mark Parker pointed out that Nike's women's business performed outstandingly during the quarter, and Dynamic Reveal Jacket was the most popular style, followed by running products.
So how does Nike let more women fall in love with sports?
Launched "Nike Women" strategy to create a sports event for runners and women
Nike released its "Nike Women" strategy as early as October 2014. In 2015, Nike launched the Nike Women Women's Campaign to bring new impetus to women who seek challenges.
Nike Women's Women's Campaign includes Nike Women's Road Run Series and N+TC Tour. The Nike Women Women's Road Running Series is held in 20 cities around the world, including Toronto, London and Hong Kong. In addition to assembling the global women runner community, each event has different activities, including new routes. Runner services and opportunities to communicate with elite athletes, learn about music and access local local culture. Each runner who completes the race will receive a tailor-made necklace with the style of the city.
The Nike Women's Road Run series held in Nagoya, Japan, in March this year included 10 kilometers to the Marathon Nike+ Run Club (NRC), a five-hour NTC Tour, and other exciting NRC and NTC events.
N+TC Tour is led by senior Nike coaches and elite coaches from 12 cities around the world, including Shanghai and Stockholm. It presents a fascinating and entertaining fitness challenge in five hours. Nike also has tailor-made training programs for Nike+ members to help them achieve their own "only better."
# Just for more praise, encourage women to challenge themselves
In April 2015, Nike launched “Better for itâ€, a large-scale marketing campaign targeted at women consumers. In 2015, the MTV Awards released an advertisement by Wieden + Kennedy to describe the movement in everyday sports from the perspective of a civilian woman. Experience and encourage them to persist in the exercise. And this video was watched on YouTube for nearly 350,000 people on the line for only 24 hours.
In 2016, Nike also invited 10 attractive women from different fields to share their own “just for the better†story. Among them are active national team athletes, editors of fashion magazines, newly-born mothers, professional managers, organizers of public welfare activities, and post-90 women... Through women in different fields, they love sports, keep trying, and be loyal to The story of self to motivate more women to participate in sports. As long as you try, go exercise, and experience new things, you can always be more like it.
In addition, Nike also introduced the "better for it 90 Days Challenge" event, which aims to encourage female sports enthusiasts to develop and synchronize their training programs through Nike+ training apps and running apps. According to data released by Nike, in 2015, more than 70 million women worldwide participated in fitness running communities through Nike+ Running and Nike+ Training Club’s two application platforms and Nike Women’s social platform.
In order to encourage you to exercise, Nike took an original American drama
This year is a crucial year for Nike’s women’s products to open up the consumer market. In particular, the “Five-year Plan†was announced in October last year. By fiscal year 2020, the revenue of Nike’s women’s products will increase from US$5.7 billion to US$11 billion. (One-fifth of the total business).
In addition to making extra efforts on women's products, Nike also produced the first original drama series "Margotvs Lily: The Big House vs Fitness Fever" based on the theme of women's fitness. This 8-episode original drama series was created by the director's editor of the film "I and Earl and the Girl Who Will Die," for 8 minutes each.
After each episode, there was a wealth of training instructions, information on the new NTC and NRC training courses, and Lily, one of the heroines, personally demonstrated the essence of fitness exercises. After you finish the tutorial, you can immediately open the challenge mode, interact and record in the Nike+NTC APP, and you can choose an action to create your own custom poster to share with more people.
The power of Nike's content marketing lies in its strong participation and guidance. It captures the psychology of young women's love for self-portraits and love sharing and social networking. After joining Nike's running community, mutual urging and mutual fierceness can make " "Lazy house" has the power of continuous fitness. The author believes that for many Nike+ members, Nike+ is not only a community, but also a way of life that is integrated into the young group of love fitness.
Create exclusive gyms and invite only special people
At a disused hardware store in Gran Street, SOHO, New York, Nike opened a women's VIP gym, the 45 Grand. This is a “special person†that is only open to women, needs appointments, and is only influential. For example, supermodel Karlie Kloss and a gym that is extremely active in the Nike+ area to receive invitations. Each customer will also receive a Stores marked with their names.
Image credit: BUSSINESS INSIDER
However, unlike the single gym, the 45 Grand is more like a showroom for Nike women's products. In addition to the training area and lounge area, there is also a private bar room, and the largest space gives the display of the Nike women's product line, including Clothing and sports shoes. Nike calls it "elevated space."
For Nike, the purpose of the 45 Grand is not to make money, but a tool to cultivate customer loyalty. As long as you qualify for entry, you can get 45 Grand's coaches to customize your fitness program, and have the opportunity to accept fitness classes that are considered to be New York's most rigorous gym, Tone House.
Conclusion
From ####################################################################################################################jike Love Nike products. This kind of experiential incentive-based marketing method is also what Nike is best at. However, Nike's position in the women's market is being challenged.
As more and more women join the ranks of sports and fitness, women’s consumer groups have become new targets for sports brands, international sports brands such as Adidas and An Dema, luxury and fast fashion brands such as H&M and ZARA, and Victoria’s Secret, CK and other underwear brands have all launched women's sports products, and the competition in the women's sports market has become more intense. However, Nike's ambition did not go out, Mark Parker said that last year's target of 11 billion U.S. dollars in female product revenue in fiscal year 2020 is still the direction of Nike.
Reproduced from: Sui Tang Sports
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