Nike Accelerates Expansion Of Women'S Market

In women's marketing,

Always bring strong sports attributes.

According to the world clothing shoes and hats net, in March 8th, on the women's day, Nike held a JUST DO IT girls' Sports Festival at the Shanghai art exhibition hall, bringing together thousands of women to participate in the sports.

Instead of calling women, goddesses or queens, Nike used the words "girls and girls" in the official propaganda to produce a youth card.

In this women's sports carnival, Nike provides yoga, boxing, dance and other project training camps, REACT Music Party running, soccer experience and air basketball special, hoping to make more women feel happy in sports.

On the same day, tennis Grand Slam winner Li Na and young actor Dongyu Zhou appeared to talk about sports daily.

Li Na encouraged women to participate in sports with a consistently clear style. "You need to have a strong heart to tell yourself that you should follow your heart and do what you want to do."

Li Na claims to have been running 10 kilometers a day since he retired from August 2017.

The former professional athlete who had performed knee surgery four times at the scene said that running injury to the knee may be groundless.

As a popular representative of women's movement, Dongyu Zhou thought, "for me, exercise is the happiest time of the day, whether it's doing NTC or practicing yoga, helping yourself to maintain a good state and body flexibility."

At the same time, Nike introduced public welfare elements. A project called Boundless Girls was officially launched, mainly to relieve women's participation in sports, release their potential and gain confidence through sports.

It is reported that the "spreading the feet" project will continue to select 10 schools in Beijing and Shanghai. Nike's energetic campus coaches will provide specially designed courses for girls in these schools and distribute them with products.

Nike will also set up a "stepping up" fund with the China Youth Development Foundation to encourage PE teachers to put forward innovative curriculum plans and improve the enthusiasm of girls in sports. Excellent teaching plans will receive financial incentives and product support.

Dong Wei, Nike global vice president and greater China general manager, said: "active children are more confident and perform better in all aspects.

With the development of the project, we believe that more girls will love sports and develop good habits of sports.

The sports giant is a woman.

The degree of attention is being enhanced at the naked eye.

In October 2014, Nike launched the Nike Women strategy in New York, announcing its formal entry into the women's sports market.

With the release of strategy, the United States

A series of offline retail experience innovation for women has been launched, including the opening of the first woman experience shop in Shanghai in late 2014, aiming at providing women with a full range of products and services.

Take the Nike flagship store in Guangzhou's good Plaza as an example, women's products are placed on the first floor, showing the importance of brand in the channel to women.

In April 2018, Nike launched an online women's shop called Nike Unlaced, which provided more sizes and innovative footwear. Most of these services appeared in male customers.

Nike Unlaced also provides private customization and exclusive distribution services, employing fashionable red men to plan women's products.

At the beginning of this year, Nike also announced a series of yoga training costumes.

According to the report of AI international, a consultancy, the size of China's Yoga market in 2018 is expected to reach 32 billion 210 million yuan, of which 94.9% of female consumption accounts for.

Nike's move will accelerate the expansion of women's fitness field.

Product and channel layout is not enough to build an advantage in this market. Another way for Nike in marketing is to create a cultural wave of women's movement.

Since opening up the strategy of women, Nike has launched a series of large-scale marketing campaigns targeting women consumers, including the global "Better for it" and the "more praise" in the Chinese market.

From the professional athlete story to the ordinary female perspective, Nike has constantly instilled women's sports concepts into the market.

At the same time, Nike integrated Nike+Training Club and Nike+Running application training courses, launched various online women's experience activities.

On the eve of women's day this year, Nike continued its previous marketing strategy, releasing an advertisement for women in the Chinese market, "too much, then look at the power of overdoing".

The film was led by Li Na to take part in a series of female athletes participating in the play, telling the society's prejudice against the female athletes.

In the five year plan as of 2020, Nike's goal was to increase the revenue of women's products from $5 billion 700 million to $11 billion, occupying 1/5 of total revenue.

At present, the sales growth of Nike women products is higher than that of men, and the proportion of revenue has exceeded 20%, but there is still a distance from the target of US $11 billion.

According to the latest second quarter results in fiscal year 2019, revenue grew 10% to 9 billion 374 million US dollars, net profit increased 10% to 847 million US dollars, and digital business increased by 41%.

Greater China remained strong, with sales rising by 26% to $1 billion 500 million, with double digit growth in the 18 quarter.

Nike will announce its third quarter results in March 21st.

Zacks research reported that the third quarter revenue grew 5.7% to 9 billion 500 million US dollars, and the Greater China region grew 15% to 1 billion 540 million US dollars, slowing down compared with the two quarter.

With the promotion of the Spring Festival shopping season, Nike's double-digit sales growth in the 19 quarter of the Greater China market seems almost without suspense.

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