Marketing Strategy: Nike Teaches You How To Train Consumers.

How to make Chinese people move?

Entrepreneurs are facing the problem.

In fact, as early as 2010-2012, 3 years ago, sports brands used O2O to successfully promote the development of a sport in China, and at the same time led to an increase in the revenue of the whole industry.

It is the Nike that has inspired the whole Chinese running market with one's own efforts.

Duplicate Market: market background

I believe that in the sports industry and veterans of Homer sports technology, the Chinese sports industry's radical hurricane must be remembered before and after the hosting of the Olympic Games in 2008. Every company participating in the market competition has set a target of compound annual growth rate of 30%-50%.

In fact, Chinese consumers are not more keen on sports because of the Olympic Games. The boundaries between sports brands and fashion brands are rather blurred. Like KAPPA, Italy's football brand has been successful in China by relying on fashion sportswear.

With the end of the Beijing Olympic Games, the sporting goods market has passed the last sweet period in 2009. In 2010, the whole industry has been in recession for 3 years. The problem of inventory has plagued every company in the industry, and Nike is no exception.

Double disk: face the core problem directly.

Chinese consumers do not exercise because of the influence of the environment in the past 08 years, and many people are buying sports brand products in a subtle way.

Nike has chosen to face the problem: nurturing the habits of consumers.

The next step is to solve:

How can China's consumers move up? How can we expand the base of the core sports people to really sell them to sporting goods?

Duplicate Market: Strategic Choice

As one of the most innovative enterprises in the US, this time, Nike chose the way of O2O to nurture the Chinese running market.

Duplicate disk: online event log

In 2010, Nike launched Nike+Running, a mobile application product that quantifies user movement.

In 2011, Nike launched a sports watch with GPS positioning function with Tom company, and launched a wearable Sports Wristband Fuelband.

October 2012

And further released the second generation of product FuelbandSE; in November, Nike customize the daily activity records tailored to the M7 dynamic collaborative processor built in iPhone5s, and applied Nike+Move to AppStore.

In 2013, Nike digital strategy was fully pushed forward in the Chinese market. After nearly a year's efforts, Nike's digital platform Nike+ has experienced explosive growth.

The exclusive value of business value shows that in the Greater China market, the number of registrations in the Nike+ online community increased by 130% compared with last year, and the application downloads of Nike's mobile terminals increased from 570 thousand last year to 2 million 580 thousand, an increase of 350%.

The 2013 fiscal year is the last difficult time for Nike Greater China. The income of the Greater China region decreased by 5% compared to the same period last year.

In 2014, Nike's total revenue was $27 billion 790 million, and its net income was $2 billion 690 million, up 9.29% from last year. It was named Nike's best performance in history.

In the same period, Adidas's revenue in 2014 was 14 billion 534 million euros, an increase of 2% over the same period last year, and net profit fell 27% year-on-year.

Re marketing: offline marketing strategy

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In the field of sports marketing, Nike said that he was second, and no one dared to say that he was the first.

Since its start in 1962, it officially changed its name to Nike in 1970s. In 1980, Nike successfully occupied about 50% of the US market share and exceeded Adidas's market share in the United States.

Since then, Nike has been implementing aggressive marketing activities and signing top athletes as spokesmen for brands or products.

Since 1990s, Nike has been the most famous professional athlete in all sports industry as a product spokesperson, from top athletes to national teams to NBA teams.

In the process of development, NIKE summed up how to make use of the core fans of the brand and the fans of sports to influence more consumers.

The marketing strategy adopted by Nike to Chinese consumers is to cultivate opinion leaders: 10% the core athletes, they love sports and actively participate in sports; the other 90% marginal consumers do not exercise frequently for various reasons, but if given opportunities, they will also like to exercise.

For the first 10%, they need better service and make them move better.

For most of the 90%, what they need is "motivation" to motivate them to exercise more.

Double plate: O2O's combined boxing

Nike learned from Nike+ that a large number of users were running at night, so they chose to use social guidance to try night running while adding more reflective materials to running products.

Nike launched a low profile public service account Nike+RunClub for runners on WeChat.

On line only 10 days, this service attracts 16124 followers to the account of runners. In Nike's Nike+RunClub account, users can find out their running organizations according to their location, find more like-minded people to run together, and build running groups through the account built-in. These users quickly create more than 1000 running WeChat groups.

Build the model market: the first batch of market selection is Shanghai, Beijing and Guangzhou three places.

Seed users: sports enthusiasts (opinion leaders) such as flagship store and Sporting Club Hotel are encouraged to try night running by Nike.

Continuous integration

"Sports after eight p. m.", choose sports venues near the community to create a hot urban sports zone, turn the city into a sports ground, encourage teenagers to leave the TV and sport at night, and let them like the idea of "going out after eight p. m.".

Specific cases: for example, in Beijing, Nike's Sanlitun store has been built as a place for running enthusiasts. Runclub can run 30 to 40 people every Tuesday, running close to the embassy area and the outer periphery of Sanlitun Village, close to 3 kilometers.

This store provides an experimental base for Nike's current pformation.

In addition to allowing runners to interact with each other, the running shop can also detect the "problem" on their feet when they run, and teach them how to choose running shoes that can protect their feet better.

What Nike has done very hard is to make consumers think that sports is a cool thing in life.

Looking back from the 2016, from the perspective of the Internet, Nike's practice of cultivating the market is actually building a sports ecosystem at the bottom, helping more consumers develop habits of exercise, making sports become an indispensable part of people's lives.

Such a move is not only beneficial to Nike itself, but now it seems that the whole sports industry enjoys the benefits of Nike's running strategy: the whole industry's revenue is getting warmer, the running population of China is surging, and the marathon events are strongly sponsored by XTEP and other brands.