What Did Nike Do In China'S Sports Marketing Mix?

　　 Nike Last year, in China, it didn't work well. After more than a year's unsalable products, even analysts said it would be overtaken by Adidas and lose the status of the Chinese market leader.

Since then, the company has been trying to reverse the situation. "Competition in the Chinese market is not Hundred meter dash The sprint is a marathon race. Mark Parker, chief executive of Nike, said.

The match is not over yet. Nike We have won the stage victory. According to Nike's latest financial results, as of November 30th, Nike's Greater China revenue grew by 21%. Meanwhile, from December to April of next year, the future orders grew by 11%, and the order in the Greater China region increased by 13%. In the first quarter of August 31st, the revenue in the greater China region increased by 18.3% compared to the same period in August 31st.

The continuous growth of women's commodities this year has provided an important breakthrough for Nike's growth. Female consumers are playing an increasingly important role. In order to cater to their needs, Nike has developed targeted applications, regularly updated women product selection series, and Nike+ training clubs have customized dozens of training programs for women. At the end of November, at the iAPM shopping center in Shanghai, Nike opened the world's second women's experience store following the Losangeles women's experience store.

"We always attach importance to greater China. The newly unveiled Nike women's experience shop has once again demonstrated our commitment to the Greater China market and female consumers to bring them the best Nike products and services. Heidi ONeil, vice president and general manager of Nike global retail, said at the opening of the women's experience store (Heidi ONeill).

Some data also show that women are becoming the main force in the field of sports fitness. Flurry, a mobile application statistics platform, found that 62% of the fitness maniac was female, while men accounted for only 38% of the 6800 user data collected from 100 thousand iOS devices. More and more women are beginning to squeeze into the gym.

In addition to attracting female sports enthusiasts, Nike has also made sports a part of people's lives through various marketing methods.

In 2014, the world cup and the men's Basketball World Cup came on the stage. With these events, Nike made a marketing offensive in Greater China. After the world cup, Nike brought James, Kobe and other NBA superstars to China, and held the first basketball network reality show with local coaches Wang Fei, star Yi Jianlian and Taiwan film actor Janine Chang. In September, during the men's Basketball World Cup, Nike effectively promoted the sales of Nike shoes by virtue of the 12 generation of war boots named by Lebron James.

"How to make sport a mainstream value? Nike has been thinking about various ways to achieve it." Huang Xiangyan, senior communications director of Nike Greater China, told the interface reporter.

In the key way sports Consulting Co., Ltd., CEO Zhang Qing, Nike caught the "running tide", "women's fitness boom" and the middle class crowd. "Nike has entered a new stage, from the product structure level, functional design, and promotion and consumer contact process, and constantly promote and influence the occurrence of some changes, let sports into their lives."

With the large-scale inventory of sports goods market in China, the relationship between supply and demand of the market has gradually recovered to good health. Not only Nike, Adidas has also maintained a momentum of growth in the Greater China region. In the first three quarters of this year, Adidas's sales revenue in the region increased by 10% compared to the same period last year, and its growth in the third quarter reached 13%.

The competition will continue, and in the face of increasingly picky Chinese consumers, Nike and its rivals are prepared to deal with all kinds of variables.