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Nike CEO's daily word a little change. "2013 Nike trainers were 40,000 times the project training", "nine million women downloaded Nike + Running app" "Our digital community with 65 million women have good relations," "sports and fitness are driving Global women's lifestyle changes, the gym in the world, the number of the women's movement than men's for the first time, the pace of development of fitness and health management class App is also far more than other categories of App "...... Listen in late October 2014, this sporting goods manufacturer's 2015 spring and summer series of product launches woman, face hundreds of media, CEO Mark? Parker (Mark Park) said the number of times "Women" is the word. This is not just because of the limits set by the theme of the conference. Earlier in 2014, the first quarter earnings conference on Parker had frequently mention "female" this keyword - a total of up to 21 times. You know, all along, "innovation" is the executive usually the most mentioned words. Nike employees, this phenomenon is rare. Of course, the new keyword usually corresponds to a new business goals. At the press conference, standing center stage scenery Black Mark Parker say the most important figures:? "I hope the 2017 fiscal year, our (female products) revenues can be added $ 2 billion to reach 7 billion dollar. "Earlier media reports more straightforward expression, Nike hopes to reach $ 36 billion total revenue in 2017, which contributed to income women's products occupy 20 percent of total revenue. When Parker made the remark a month in New York, the trend building, November 29, Nike in Shanghai ICC iAPM four established China's first women's experience store officially opened. This is following the United States Newport Beach (Newport Beach) the first woman products experience store, the world's second woman experience stores. The store is equipped with a Nike + gait analysis system, the experience of those in the treadmill, the clerk will record the running speed on the iPad, while shooting two videos running on the back and side. numbers and store only illustrates one side of this ever-expanding market segment. Prior to a month, Nike's rival Adidas in Beijing Financial Street (12.33, 0.00, 0.00%) Shopping woman goods store opened. Early December 2014, Adidas in the Pacific Ocean in Chengdu Tianfu shopping center and Cade woman products stores have opened. In addition to running, training, yoga, range of product foamposites for cheap s, in the women's products store, Adidas will also cooperate with the designer Stella McCartney products placed in the display area. said stores open plan, is 2013 Adidas started to increase investment in women's sports market segment continues - started a campaign called "In the name of the sisters' marketing campaign, and even hired a Hebe Hebe is spokesperson. General Manager of Greater China director of Adidas Group High Skyline (Colin Currie), said: "Women's products have always been our fastest-growing business in China in one category." In 2014, on different occasions, executives from Adidas Greater China region will be mentioned during the event Women 's products contributed 40% of sales, as well as double-digit growth in 2013 women's product sales. "We are aware of China's market potential is enormous, after 2013 women's series of marketing activities, we significantly increased the rate of store visit." Vice President of Marketing Adidas Greater China Meng book Man (Simon Millar) said. Although this group of single region-specific sales figures could not be reflected in the earnings report, but it can explain the giant is on this segment of the market into a huge concern. Such signs have been found in third-party organization. Marketing consultancy Euromonitor (Euromonitor) at the end of study will be updated annually clothing FMCG companies in the market analysts ???? impression, after the expansion of the end of 2013 at the end of the survey interview, she found that many companies put forward for women market new growth plan. "There are even companies mentioned in the shoes product growth will be greater than men's," she told the "Business Weekly" said, "Of course, this and other market factors, but also with shoes market sales base is relatively small relationship. " Adidas and Nike shop woman staggered opening time is a typical sign of this battle of the female consumer. Over the past few years, not only is the traditional international sporting goods companies targeting the women's sports market, other action sports company also confirmed from the side of the market research institutes and consulting firm judgment. Competitive products for the women's movement has been launched on a global scale. In 2014, after Hong Kong, Lululemon in Shanghai also opened an exhibition to showcase the clothing and yoga mat products. This company only focus on producing sports like yoga products. Another sports brand Under Armour hired supermodel Giselle in 2014? Bundchen as a spokesperson. Bundchen starred in commercials Slogan "do what I want" (I Will What I Want) is a tribute to act under pressure, directed at the female audience, which has been downhill athlete Lindsey? Vaughan (Lindsey Vonn) response. Additionally, Under Armour also introduced specifically for the female fitness game online Whats Beautiful, it is not only the online -Under Armour also in Shanghai opened a female product of the store. This service professional athletes started sporting g new jordans shoes for sale oods company by the market research firm NPD Group believes that Nike and Adidas next biggest rival. This is from the product line sales accounting for women can be seen -Under Armour product sales revenue accounted for about 30% of overall revenue. Previously, the company's CEO Kevin? Planck (Kevin Plank) represent Under Armour plans to consolidate the women's sports apparel market growth rate, he said the prospects for women's sports products, sports goods market can be like men, as on several occasions huge, there may even exceed the male market. fast fashion brands have been involved in this competition. In 2010, the American fast fashion brand Forever 21 released a sports product line. Gap's Athleta, etc. is also very rapid development momentum. In earlier 2004, adidas Stella McCartney collaboration with product design in the women on a prelude to war. Part of the company's management at Nike was founded after leaving LUCY brand, began to compete for the United States women's sports and leisure apparel market share, so that further escalation of the war. "For women, participation in sports, purchase products which can not only means fashion," Trevor Edwards, president of the Nike brand worldwide "First Financial Weekly" said that he thinks it represents a lifestyle change. " I believe that this way of life has continued to spread worldwide in North America, Western Europe - even in China, we have seen this shift " Perhaps, Edwards, then this fight can be seen as a war of female consumers from North America to expand to the world, and in China, this competition began. The war is essential to the future development of each company in the single market - in the past two years, China's sports goods market competition brutal, almost every brand experienced a clear inventory, closed stores, the store re-planning, treatment adjustment phase product line. After entering saturation of traditional markets, as well as creating a new market segment, it is a natural business decisions. "Male consumption is relatively saturated, competition male sports products have very intense," said market analyst ???? said, "and now consumption night run, channel yoga, Pilates and other women's movement more and more, the market is no longer is the emphasis on male sport. " In the previous first earnings conference call, Parker also told analysts acknowledged that some cater to female consumers trying to make the company benefit, such as the development of applications for women, women regularly updated product selection series. From another perspective, this means that both the traditional sporting goods companies, emerging sporting goods companies, or fast fashion brand, a new chance. However, considering the different regions have different habits of the women's movement, for the performance of the product, purchase channels, as well as understanding of the product there is a huge difference. For the company hopes to seize growth opportunities in new market segments in terms of consumer understanding of each region is not an easy thing. Over the past two years, when the development of new Nike sports bra for research for female consumers, there is a significant difference in demand for the product and its presentation in the past more emphasis on the function of men. "We found that women's demand for the product are: You must look very beautiful, wear very comfortable, very nice feature - and that these requirements are sequentially arranged in this order of" Trevor Edwards said that this conclusion is for all women's products, he said Nike started to know such elements will affect the female consumers, but never thought the weight factors will be so great. After investigation, this conclusion is more clear. Adidas Similar results were obtained in the range of market research in China. Before marketing activities targeting the female market launch, Adidas team conducted a web-based survey and focus groups. In focus groups, the Adidas interviewed from six cities in 128 women aged between 15-28 years of age, ask their exercise habits, including what kind of exercise usually like, is not a person to do so on its own motion . "I do not like 'too wet feeling'." Greater China vice president of marketing for Adidas Man Meng book, "First Financial Weekly" said that this is his most impressed by the results of a survey, the color of the product, style , feel and breathability material sales of the product is essential. Kwong Adidas Greater China Jiayi, director of category management training impressed. Her "First Financial Weekly," for example, in Europe, black, dark brown hue of such products are very popular, but in interviews with focus groups, they found that most Chinese women do not like for this color, similar to pink, white, yellow, bright lines of this product in the tests more popular. Adidas thus concluded that the new market is mature and fast growing market acceptance of products for different. Specifically, it considers Western women are deeply involved in sports consumers to consumers, while Chinese consumers now demand more shallow sport and recreation is the center of all the women movement, and both attribute certain social . Another conclusion from the survey was that Chinese women shallow consumers for sports equipment, especially the importance of sports underwear did not reach North America, overall consumer awareness of the European market, but has begun to pay attention to such products . survey results came out, including Shanghai Innovation Design Center team to discuss the product is suitable color and texture and modify it. Shanghai Innovation Design Center team is responsible for the needs of the Greater China region (mainland China, Hong Kong, Taiwan) products for all women to make specific adjustments. Product prototype into a global version and Chinese version. Before being put into the market, for the Chinese women's market launch of the product will be modified on the basis of the global version. In fact, the face of the unknown market, before the movement of the company, is not only a question of how to collect this information. For Nike, Nike + also collect channel information. "It was found that even by Nike + women constantly concerned about cross-country running shoes, than we expected amount to much. In fact, cross-country running shoes accounted for in the overall product line is not high, and then we will adjust the product line number of cross-country running shoes. "Nike's vice president of global, Nike + general manager Stefan Olander example. Adidas focus of investigation in the gym became gather product feedback information, the marketing test of the key chain. Adidas also found in the channel to promote a new topic - the survey showed that fitness facilities have a social property. California Fitness has become one of the partners in the promotion of women Adidas related marketing activities. Founded in 1996, this fitness chain, formerly known as the American 24-hour fitness in the world, a total of 16 stores, including mainland China's three, nine Hong Kong, China, Singapore, four, including Beijing and Shanghai each 1 Room. Adidas and California Fitness first collaboration began in 2013. Cooperation in the form of two, one is to provide a woman Products in the fitness hall counter, thus promoting sales; the other is for the instructor training product knowledge, and better presented to consumers during exercise product water, perspiration, and other functions. Before training consumers, Adidas will advance to arrange for training coaches rotation, part of group fitness instructor, the other part is private lessons coach. One of California Fitness cooperation projects with Adidas is the music academy (Adidas Training Formula). "We first collaboration in 2013, the first coach to do the training schedule, at the beginning of the course will be concerned that this will not be too difficult." Hu Fang California Fitness Marketing Department of "First Financial Weekly" said. For example, women involved in the project members will feel Training Formula leg training intensity is too large, California Fitness coach will put the information back to the Adidas team responsible for fitness training. "At the beginning, it was more tired feedback." Hu Fang said. In order to increase the participation of enthusiastic female members, Adidas proposed solution is to increase the incentives. For example, by increasing the number of points to redeem free clothes. Compared with other brands, the biggest difference is that this incentive product support. "After Hebe do endorsements, Adidas will know with our endorsement of the product is not popular, then next season is not the order will give some. If what we want to push ahead with Adidas will meet, thereby increasing our membership comparison like the product. " "Big companies have seen female consumers need not only pink, purple shorts or tights, they also need products with powerful enough," one unnamed analyst on the "First Financial Weekly" He said, "In fact, change is not easy, which is the traditional channel for women consumer understanding is very plain." In fact, women on the challenges of sports products company raised the possibility of not only the product design process in detail. For Nike, the women on the differentiation characteristics of the product needs to change the company's product design aspects. Because in the sporting goods company's internal testing process, the main part of the test were high-tech products are men - reflecting sports company in the past not enough attention to female consumers, understanding is one-sided. 2000 for Nike is a critical year. Previously, even when designing shoes, Nike is using a smaller size male foot model as mold design, mold shape this arch and the heel is clearly and women are different. In that year, Nike began to enable female foot models do die. This will undoubtedly increase the cost, but also enhances the Nike insight into the needs of women. Under Armour has gone through this detour. ? Kevin Plank told the media admit to female consumers enough to understand - before his team's efforts, but the biggest is "downsized and changed to pink." relative to the sports shoes, sports underwear in a more professional product promotion, Nike has found some new difficulties. Over the past two years, Nike has tried to promote sports underwear size measuring device to help women improve choice in terms of sports underwear. Nike's vice president of global, Amy Montagne general manager of women's representation. This experience is the promotion of professional sports underwear products Nike found in India. In a well-known Indian cricket for the women the opportunity to participate in sports is more limited, lack of exercise habits. When in Mumbai, New Delhi, Bangalore Nike store product promotion to gather information, through the organization of women try on Nike products a measuring device discovery, when 80% of the Indian women's movement wearing the wrong bra size. promotion outside factors aside, the real problem is the sporting goods company to face different gender consumers, "How to build a more casual and intimate women's brand image while maintaining professional." Above analysts say . Whether Adidas or Nike, women are a strange sex. "We expect that women have more choices, this is not about fashion aspect, it is not only a question of life, I believe, sports brand should be required to provide a complete solution - make you run faster, help You exercise more comfortable, more beautiful. "Edwards" First Financial Weekly "said. For starters mining giant in terms of movement in this market, this is the beginning, not easy to find a balance. Nike hopes to reach $ 36 billion total revenues in 2017, which contributed to income women's products occupy 20 percent of total revenue. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: backgammon Shoes & nbsp; Four Seasons Bear shoes.)