Women Sports Market Can Not Be Ignored, But This Year'S Festival Sports Brand "Posture" Can Not Be.

Finding opportunities for growth in women's groups has long been a consensus among sports brands.

In March 7th, vip.com, Ai Rui, and GQ laboratory published the report on middle class female consumption in China, showing that the number of middle class women in China is now about 77 million 460 thousand, and they are looking for decent living and strong purchasing power.

Whether in a second tier or a small and medium-sized city, "physical exercise and other sports expenditures" is one of the main expenses of women.

In the 2018 Tmall big data report, the growth rate of female users during the year was 1389%.

The proportion of female consumers in Ali sports business platform is increased from 33% in 2017 to 43% in 2018.

In recent years, before the rise of women's fitness craze, brand operators put 80% of R & D and promotion resources into the male market, and women's products were more extended as accessories.

But now, the sports market can no longer ignore the power of women.

Every year before and after March 8th, no matter the original name "women's Day", or the current "girls' Day" and "Queen's Day", it is undoubtedly a good time for sports brand marketing.

However, compared with cosmetics, clothing and other fields, sports brands are mostly lacking in popularity on the eve of this festival.

In this round, Nike, who is good at social issue marketing, almost shows a unique trend.

In response to women's issues, Nike recently released two commercials.

Among them, the "Dream Crazier" clip that was inserted at the Oscar awards ceremony was warmly received by the global market.

The short 90 seconds short film was dubbed by Queen Serena Williams of the tennis court, bringing together a real image of a number of female athletes.

The picture quickly switches the moments of fighting, tears, and roaring on the field and conveys information to the outside world that the women should be respected and supported.

After the advent of advertising, Youtube's browsing volume rose rapidly.

"A woman running a marathon is crazy." a woman becomes a NBA coach. She is crazy. "It's crazy to come back to play after having children."

Nike advertising agency W+K's copywriting design has received many compliments.

It is worth noting that there is no dispute about the athletes of Dream Crazier. The South African bisexual man has been faced with controversy over whether it is a female or not. The WNBA Bobcat coach, Cheryl Leaf, has been queried by angry clothes.

With these controversial points, Nike is smart enough to trigger two topics in social media.

For the Chinese market, another advertising film launched by Nike is also on the theme of women's equity.

Compared with "Dream Crazier", this short film called "look at the power of overdoing", some of the plot designs fall into the conventional pattern.

"The more we have been told, the more we have to continue."

The film is headed by Li Na, a tennis player. It shows the attitude of a female athlete who insists on not being arranged when facing other people's advice.

The whole narrator uses the way of lowering voice to imitate the instigation of the outside world to women: "gentle point" and "overpower".

Finally, on behalf of all the "restless" women, Li Na said to the camera, "the more we have been told, the more we are going to continue."

At the same time, Nike released five promotional posters on the theme of "what discretion". The women's soccer players Wang Shuang, national basketball team member Shao Ting, five-star boxing Cai Zongju, Hongkong high jump Yang Wenyu and rock climbing enthusiast Guo Nina were unveiled.

Nike hopes that the short poster will convey the values of breaking the stereotype of women and guiding women to live their selves, but the way of expression is too conservative, so that the effect of communication will be deviated. From the feedback perspective, some people are inspired by the spirit, and others feel that the content is too rigid and far fetched.

The negative point is concentrated on sportsmanship, but there is no gender difference.

The short film presupposes that the female athlete is more difficult than the male athlete. It is not appropriate to be interpreted as hiding and recognizing the concept of male right.

In November 2018, Dong Wei, general manager of Nike Greater China, said in an interview with the interface that the performance of Nike's female category was remarkable, and that it maintained a strong growth momentum in the past 40 years. In recent years, the growth of women's business has surpassed that of men.

She said that at present, Nike focuses on establishing emotional connections in the female market. "We share the inspirational stories with all female consumers, which are resonable names and have a direct impact on the brand consumer groups."

Compared with Nike's emphasis on women's strong side, Adidas continues to play the role of "warm men" and highlights "ego" in terms of values.

As part of the "creative marketing" series, this year, the German brand brought the theme of "I created" to encourage women to please themselves and shape themselves.

Adidas's movement tide card Originals, with "real self determined" as the slogan: "no matter what kind of girl you are, you can find your stage."

In 2014, Adidas officially laid out the female market, separated women's products from training categories, and hired Lululemon CEO Christine Day as a strategic consultant.

From the early "sister movement" to "true self determination" and other concepts, Adidas pays more attention to personal emotional care in women's marketing, while professional sports and social topics remain at a shallow level.

This year, Adidas kept a consistent attitude on the topic of women's day.

In addition, Lululemon, a woman based product, played the slogan of "training women's strength". Under Armour appealed to "live beauty force". PUMA stressed the need to become a colorful female gesture from "sweetheart" to "Queen fan".

In local brands, Anta advocates impulse and sports.

On the whole, apart from the fact that Nike's advertising film has attracted a lot of attention, the topic of other brands lacks highlights and stays at the level of copywriting design.

No matter whether the brand is endorsed by various gestures or women's Day is hyped up as the goddess Festival, it is not easy for women to resonate with their values and turn them into real consumption behaviors.

In from March 7th to 9th, all major sports brands participated in Tmall's "Queen's Day" discount.

How many women consumers are willing to buy it is a worthwhile pcript.