Double Eleven 89 minutes break through 1 billion, why does Nike still produce a new Nike APP Chinese version?

2019-11-29

November 26, 2019, nike The Chinese version of the app was officially announced. On this day, it was just half a month before Nike swept the Double Eleven Sports category in 2019.

In the Double Eleven of 2017, Nike was the first business in the history of Tmall's clothing that broke 1 billion, and it was announced that it would turn on more than 100 million in less than 1 minute. Back to the back, 2017 is the turning point of the Double Eleven of the sports brand war.

That year's Double Eleven, Nike led the entire clothing category, obviously deeply stimulated the entire movement segment. Since then, Nike's old opponent Edida has begun to abandon Tmall and JD.com and other multi -e -commerce platform strategies, and has deepened her cooperation with Tmall. In the past two years, she has appeared in Tmall Super Brand Day activities many times.

A group of domestic and foreign sports brands, including Anta and Li Ning, have also increased the Double Eleven Battlefield. By this year's Double Eleven, the 299 brands given by Tmall's official data entered the 100 million yuan club, of which 22 were It is a sports brand.

But the Tmall battlefield, Nike still smiles. In 2018, the brand exceeded 100 million yuan a minute after the opening, exceeding 1 billion before 12 noon. By this year, it took 1 minute and 45 seconds to break 100 million yuan, and it was 1 minute and 45 seconds, and while it was 1 minute and 45 seconds, and it was 1 minute 45 seconds. It took only 89 minutes to break through the 1 billion yuan mark.

In the end, Tmall's official information showed that Nike was still the first place in the "sports outdoor" category. Of the 15 brands of "over billion", Nike ranked among the best and still pressed Edida.

In less than a football game, it can exceed one billion sales. It can be seen that Nike's strength in the Chinese market.

But obviously, Nike is not satisfied with this. This global sports giant needs the sustainable growth of the Chinese market, so it needs to improve the sales pipeline of the Chinese market, the proportion of direct sales retail, and use it as the best case of digital transformation. , Gave birth to Nike's official application Nike APP Chinese version is online.

Dong Wei, the global vice president of Nike and general manager of Greater China, said: "The Chinese consumer market is huge and the digital consumption is very developed. It is possible to provide personalized services. "

At present, Nike's main direct -operated channels in the Chinese market include Nike Shanghai 001, Tmall's Nike flagship store unveiled in October 2018, and Nike official WeChat schedule launched in September 2018.

Among them, the 001 physical retail store on Nanjing East Road is Nike Global House The opening work in the flagship store of of Innovation (Innovation House) opened the door to welcome guests before the flagship store in New York.

nike APP, launched in the United States for the first time in 2016. It is currently launched in more than 20 countries and regions, supporting more than 20 languages. According to the data report from November 1st to 25th, 2019, nike APP is a single brand shopping application with the number one in iOS store in the world.

But in the Chinese market, Tmall’s Nike flagship store Zhuyu is in front, nike The core of the APP is not to "buy" -the business in buying and payment habits, and to some extent leading the global Chinese market, Nike APP cannot devour the online channel on the Tmall platform.

In October, Michael, Vice President of the United States Headquarters from the US Headquarters, and the Vice President of Shin Nike Greater China and the general manager of the direct retail ( Martin) said: "When it comes to scale, complexity, and challenge, the Chinese market is the most complicated and largest in the APP business, and the number of APPs is the largest. Consumers know that your app is challenging. "

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