Nike Opened A "Community Store" In Detroit.

The "community store" plan is expanding in the United States. Last Thursday, they opened seventh such stores in the center of Detroit.

The city's deep sports culture is the foundation of this store form. The shop is decorated with photos of the Detroit stadium and the special slogan: Detroit Never Stops (Detroit never stops).

According to the Detroit free press, on the day of the opening ceremony, residents of the city lined up in the doorway. The Michigan State University coach and basketball hall of fame Tom Izzo player arrived at the platform, photographed and shook hands with fans, including some local school team coaches.

To some extent, the new store symbolizes the revival of the retail industry in downtown Detroit, where there has been little sign of Revitalization in the streets of the "Motor City". Hundreds of millions of businessmen, Dan Gilbert, bought the building and renovated it, trying to persuade other well-known retailers to invest in Detroit to help it recover from bankruptcy and decades of economic struggles.

Nike rented this sports mall on Woodward Avenue and 2044 square meters, which used to be a cheap goods store. The Real Estate Company under Gilbert expects that the entry of Nike will help attract other businesses.

To further reduce the vacancy rate.

Nike North America

Dennis van Oossanen, vice president, called the new store "the promise to Michigan" and stressed that the new store will penetrate into the local community.

Over the past few years, Nike has been trying to make a flexible retail strategy based on regional characteristics, such as opening a Skate store in the skateboarding culture, and running a shop near New York's Central Park.

The so-called "community store" is a retail attempt with the regional characteristics of the US market.

At present, there are 6 Nike community stores in Portland, southern Chicago, New Orleans, Ivy near the supermarket community, New York Broolyn and Losangeles East.

What they have in common is that more than 80% employees are from within 5 miles (Losangeles community store can reach 100%), and they are all familiar faces in the community. The layout of shops and the selection of stores will also cater for the culture near the neighborhood. For example, the products of the Detroit tigers are sold in the Detroit store. Besides, there are also some activities and volunteer services designed for the community.

And there is a special feature of Detroit's community stores, that is, Nike will pay 4 $10000 a year to the local non-profit organizations.

In this way, the community store can spare no effort to please the local customers.

Nike is showing the company's understanding of the North American market. This new retail form will be a window to communicate with local consumers.

At present, the new store in Detroit has not yet sold the products of the University of Michigan team, but it will soon be there. The contract between adidas and University of Michigan will soon expire in July this year. Nike's sports equipment agreement signed at $169 million will prove its value in the new store.