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Nike Water Test O2O: Changing Consumer Spending And Exercise Habits

2013/12/20 11:28:00 145

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2013 is the year when Nike's digitalization strategy took root in China. Nike is using the mobile Internet as a weapon to get online and offline, so that more partners can participate in sports activities in person, so that Chinese consumers can move again. 
 in the Chinese market for 20 years, the boundary between sports brand and fashion brand is quite vague. After the Beijing Olympic Games, people's consumption and exercise habits have changed. Sportswear is no longer a part of consumers' daily wear. It follows the decline of the whole industry for 3 years. 
 through WeChat group functions and other social networking, attracting more users to participate, and then through data to form user stickiness, and then interact with data and social interaction, so that users can complete the precipitation on the Nike+ platform. This is the essence of Nike a href= "//m.pmae.cn/ news/list.aspx Classid=101112107108" > O2O < /a >. 
On the day of "P eleven" and "double double", when everyone was focusing on Tmall, Nike was at /p.
 WeChat launched a public service account Nike+ Run Club for runners. 
On the line of P only 10 days, this service attracts 16124 followers from the account of runners, and runs the group through the built-in account. These users quickly create more than 1000 running WeChat groups. 
The result of "P > is far beyond the official expectation of Nike. The WeChat test is actually another case of Nike in the past year's many initiatives in the Internet and digital field. 
After P 2010, the domestic sporting goods market suffered a whole industry recession. The problem of inventory has plagued almost every company in the industry, and Nike is no exception. 
 however, although cleaning up inventory and channel adjustment has caused every enterprise to be battered, Nike is still free to push forward another important work, that is to promote its own digital sports platform Nike+. 
 2013 is the year when Nike's digitalization strategy took root in China. Nike began to vigorously promote its digital platform Nike+ in large and small offline activities. After nearly a year's efforts, Nike's digital platform has experienced explosive growth. The exclusive value of business value shows that as of October this year, the number of registrations in the Nike+ online community increased by 130% in the Greater China market, while the number of applications downloaded by Nike on the mobile side increased from 570 thousand last year to 2 million 580 thousand, an increase of 350%. 
There is only one purpose behind these p efforts: to make Chinese consumers move again. 
 Nike is using the mobile Internet as a weapon to get online and offline, so that more partners can participate in sports activities in person. This is Nike's O2O. 
 changing sports and consumption habits 
 in the eyes of many domestic peers, Nike's implementation of the Internet and digital strategy is a thankless task, because these efforts can not directly promote Nike's sales. < a href= "//m.pmae.cn/news/list.aspx Classid= 101112107105" > Nike < /a > Greater China Communication Director Huang Xiangyan also confessed to "commercial value" that Nike itself did not expect these efforts to directly stimulate sales growth. 
, why does Nike have to do this? 
To understand the significance behind Nike's digital strategy, we must first understand the changes in the environment facing the sporting goods market. The root cause of the whole industry recession in the past 3 years is actually the change of people's consumption and exercise habits. 
In the past 20 years, the boundaries between sports brand and fashion brand in P market are rather vague. Especially before the 2008 Beijing Olympic Games, with the concept of Olympic Games being promoted, people's enthusiasm for sports was high, and the days of sports brands were quite moist. 
Less than P, however, many people overlook the fact that in the prevailing market environment, consumers did not buy sports brand products because they had good sports habits, and a pair of sports shoes and sportswear could be the main disguised form of his work and daily life. For these consumers, buying a sportswear and buying a casual wear is essentially the same. It is only because of the impact of the prevailing environment that many people are more inclined to buy sports brand products. 
 with the end of the Beijing Olympic Games, the good days of sports brands in China have come to an end. The rise of national income leads to the subdivision of clothing demand of consumers, and consumers gradually become "fastidious". In the first-line market, sportswear is no longer a part of consumers' daily wear. The rising fast fashion brands quickly diverted the original customer groups that belonged to sports brands. 
This change in consumption habits has led to the imbalance between supply and demand in the sporting goods market, followed by a 3 year long recession in the whole industry. P 
 however, this round of recession is not a bad thing. It will help the sports brands to select the real core sports consumers. Although the overall demand for sports products is on the decline, at the same time, in the second tier cities, more and more white-collar workers begin to pay attention to their health and begin to participate systematically in sports consciously. 
 the following examples may help you better understand the changes that are going on in China's current a href= "//m.pmae.cn/news/list.aspx Classid=101112107102" sports goods < /a >: the original sports brand has a population of 10 million, but only 1 million people actually have exercise habits and sports needs. Today, due to market segmentation and other reasons, the consumption of sports brand has dropped to 5 million, but 2 million of them have good exercise habits. 
, therefore, for sports brand, there are two challenges to be faced at present: one is how to serve the sports population with higher gold content. The two is how to expand the base of the core sports crowd. Nike chose to use the Internet as a weapon to meet these challenges. 
"P >" Nike may not be able to open stores in every city, but such a platform can bring Nike to every consumer. And bring every consumer to us. " Huang Xiangyan said, "Nike is a company that focuses on teenagers, so it's very important to learn to communicate with them in the way of young people."