How Does Nike Affect Your Life?

Nike released its third quarter earnings in fiscal 2015, with quarterly profits rising 17% to 89 cents per share, up from analysts' estimated 84 cents.

Mark Parker, CEO, still attributed strong growth to product innovation.

Affected by the news, Nike's stock price rose 4.8% on Friday's pre trading session.

Prior to that, Nike's stock price hit a 99.76 - US dollar high level in November 28th last year.

Last year, the share price went up partly because Nike launched the Nike Women strategy in October, and opened the women's experience store in the US Newport Beach and Shanghai, China. In March 8th and 21st of March 8th and 21st, Nike opened N+TC Tour in Shanghai and Beijing. This may be Nike's most massive offline activity after the city marathon.

N+TC is the shorthand of Nike Training Club. Nike has developed an application called N+TC for women. At present, according to official figures, there are 16 million downloads, and 9 million of Nike+ Running apps download users.

Beijing is

On the last stop, the site is located at 751 new tank in the 798 Art District of Jiuxianqiao road. Participants need to sign up in advance. In the 4 hour activity, there are several groups of gap training: first, NTC GYM, then fight boxing, double Pilates and hot dance courses, each group training for 40 minutes, and 20 minutes to 40 minutes in the middle. Like ShangHai Railway Station, nearly 1000 girls in the city participate in the activities.

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It is becoming a middle class consumer after the formal dress and casual wear.

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To achieve this, Nike must integrate online social platforms, offline retail experience and product innovation into a "culture" - just like the night run you have experienced before or now they are trying to make you experience the "women's movement".

Regardless of which brand, women's product line is not an easy topic, whether in sales or R & D.

The most important reason behind this is that ordinary female consumers seldom regard sports as a "pure activity", just like male consumers.

For men, sports are sports, sports, teamwork and self actualization are all among them; but for women, sports are less competitive and more like a part of life. They spend less time in consuming styles than in choosing sports courses.

And if a jacket can have more applications outside the sport, they will obviously be happier.

This is not the only thing Nike sees.

Adidas, who released the women's marketing strategy a year earlier than Nike, invited Li Bingbing to be the spokesperson. The poster on the "sisterhood" was pleasing to the eye, and the brand of Yoga such as Lululemon, the Legging level of yoga has long been popular.

The difficulty of Nike lies in how to go further than these brands.

Huang Xiangyan, director of marketing in Greater China, said how to exceed consumer expectations.

"10 years ago, I might say that China is different from other markets; but 10 years later, information is open to the public, and now Chinese consumers (and other national consumers) have only the difference in participation."

Huang Xiangyan said: "this is a country with a fast pace. In the distribution of work and leisure life, to some extent, the time of leisure life will be eaten.

And the problem we are facing is how to keep sport playing an important role in the life form with the progress of society.

The girls here are very quick to absorb knowledge and change their values, and accept them very high. We want them to feel that this brand is always leading me in front.

If you walk into the women's flagship store in iAPM, Shanghai, you will find that the product display logic here is more like a sports scene than a sports category.

The former means you can seat yourself according to your own way of exercise, such as jogging, long-distance running, intense sports, and the latter are just different projects, such as running and yoga.