Nike'S Brand Marketing

Xiang Yan regarded the operation of the flagship store for several months as a trial and error process.

In addition to testing the preferences of consumers, more is an internal test: how should the salesperson introduce products and display how to show the dealers to visit.

The latter may be very critical, because most dealers tend to choose the most safe and good selling style and are unwilling to take risks.

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"Months of experiment, right.

The most convincing thing is sports Bra.

Huang Xiangyan said that Nike products subdivide up to 29 species of underwear series, so that consumers can find specific needs, and let shops sell with the meaning of consultants. Consumers may feel professional and thus generate trust.

In addition, Nike will also be called "one".

The training concept of business training retail store staff.

EKIN is an inverted version of NIKE. Its core content is the training of new knowledge and new products.

For example, information about current trends and collocations, such as how to roll up trouser legs.

In addition to these information, Nike will emphasize that retail staff itself is a fanatical sports enthusiast, similar to Starbucks's "partner" culture, Nike's shop manager is called "coach" (Coach), while the salesperson is "Athlete".

Long term sports experience will help them provide more professional advice and more shop initiative for consumers.

"When we talk about Nike, we think it is a shoe selling company. Actually, it is not. We hope you can make us feel that we are a selling company."

Huang Xiangyan told.

This is an interesting saying, because Nike's product development is not aimed at collocation and trend.

Julie Igarashi, vice president of Nike women's fitness design, said in an interview that Nike's research and development is still guided by athletes.

This is consistent with the design rule, because athletes are much more athletic than ordinary consumers, and any product that meets their needs is generally applicable to ordinary consumers.

This rule applies to all R & D of Nike products.

In Nike's latest products, you can see the Sacai series only sold in the concept store Nike Lab.

Chitose Abe, founder of Sacai, worked for Wakubo Rei and Watanabe Junya studios for a long time before he founded her personal brand.

If you look further, you will find that designers who work with Nike are not so famous. Some consumers may know, but they are far from household names. This is totally different from Adidas's Stella McCartney and Yamamoto Teruji designers.