never been any sports brand can truly understand their customers

jiayou, há 8 anos

Changing consumption habits, and ultimately led to the sporting goods market, the imbalance between supply and demand, the attendant, the whole industry is up to Nike Air Max 90 Womens three years of recession. However, this round of recession is not all bad, Ebb Tide, help sports brand helps screen out the real core of the movement of consumer groups. Although on the surface, the overall demand for sports products is indeed declining, but at the same time, in a second-tier cities, more and more white-collar workers are concerned about their health, and systematically began to consciously participate in the movement. The following examples may help you better understand the changes in contemporary Chinese sporting goods market is experiencing: population movement was originally purchased brand 10 million, but only 100 million of which the real exercise habits and exercise needs. Today, due to market segmentation and other reasons, sports brand consumer population dropped to 500 million, however, which have a Nike Roshe Run Flyknit good exercise habits of users accounted for 200 million. Therefore, the sports brand to words, the challenge now will face the fact there are two, one is how good service higher gold content of these sports people. The second is how to expand the base of the core sports people. Nike choose to use the Internet as a weapon, to meet these challenges. Nike has always been an innovative company advertised over the past 30 years, it has been at the technical level to guide the development of the whole industry. Today, the company no longer satisfied with the pair of sneakers sold to consumers so simple. "In addition to providing products, we are now the most wanted to do is to provide services. The so-called service is to allow users to brand awareness and movement more complete." HuangXiangYan elaborate Nike + meaning. Over the past New Balance 410 Womens three years, Nike launched a number of quantized motion of the user's products: launched in 2010 for mobile phone applications running sport Nike + Running; 2011, the company launched a collaboration with TomTom sports watch with a GPS positioning function, Nike last year even launched a wearable device - sports wristband Fuelband, in October this year, further released a second generation product --Fuelband SE, which also marked the Fuelband been incorporated into the regular Nike product line; in early November, Nike for daily activities in the built-in iPhone 5s M7 coprocessor tailor dynamic recording application Nike + Move has officially landed App Store. When the motion data in the real world to the virtual world is transferred to quantify, Nike can begin to more efficiently guide the user to participate in sports. By Order http://www.cheaproshfreerun.co.uk of incentive mechanisms such as Nike allows users to become more systematic and sports law, users can glance understanding of their movement each day. However, these were not enough just to be in the Chinese market, Nike wants to regain lost ground, but also to find ways to re-ignite the enthusiasm of consumers movement. Nike hopes to "social" approach to achieve this goal. Just as there is to lead public opinion, opinion leaders in the dissemination of information level, in the world of sports where everyone's social circles and there are also the movement of people. Nike hopes to achieve these human-centered movement, circle of friends led more people to participate in the movement. "Double eleven" That, Nike launched a micro-channel low-key public services account for Nike jogging crowd + Run Club. On the line just 10 days, the service account to attract runners to 16,124 followers, through the account set up to run the built-in function group, these users quickly create a running theme over 1000 micro-channel group. In recent years, running up the sport quickly became popular in the white-collar group of first-tier cities in China. All kinds of running the organization are endless, not only the major sports brands have set up a running club, and even some traditional companies are also involved, Vanke, Lenovo internal movement started running have a considerable size. But apart from these organizations have business background, Nike hopes that more ordinary people can participate, micro-channel groups feature is undoubtedly a good opportunity in Nike's Nike + Run Club account, the user can according to their own location-finding tissue surrounding running, running to find more like-minded people together. In addition to running public accounts, it is learned, Nike is still in full swing planning for the public service accounts of basketball. For most people, running is a relatively independent movement not need a lot of people together to complete. But basketball is not the same. In most cases, this is a need for people to participate in activities. For many fans, the organization small partners to play a game, is a difficult thing, because the number of people put together the right is difficult. Nike's digital marketing within the team is discussing the use of micro-channel group features to help users solve this problem. Attract more users through social participation, followed by the formation of user stickiness through the data, and then both the data and social interaction, allowing users to complete the precipitation in the Nike + http://www.freemaxuk.cc platform, which is the essence of Nike O2O. Today, we are familiar with domestic and international first-line sports brand at least have a more than 20-year history. But in the past few decades, has never been any sports brand can truly understand their customers, even though many companies every year, a third party research institutions of various types of users, but the number of samples that can be collected and information detailed degree is quite limited. After the pair of running shoes sold on the brand and the company no longer anything, nobody knows after users buy these products in the end is how to use them, whether as a daily wear, or really every day to run.

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