Sports Brand Is The Key To Focus On Women'S Market.

In traditional stores, men and women display products in the same store, and the types and styles of women's products often account for only 30% to 35% of the total. This kind of sports brand, which is born with male hormone labels, is now placing women in an unprecedented position.

Focus on experience and service

Adidas women's shop specializes in improving the shopping experience and shopping experience of female consumers by breaking the conventional decoration and furnishings.

Compared with the previous stores, these stores have a warm, soft appearance, bright light, light wooden decoration and spacious interior decoration, which bring warm and hospitable shopping experience to the female consumers.

Compared with Adidas sports stores, women's stores offer more kinds of women's products.

The mode of development in China is specially tailored for Chinese female consumers.

Shanghai Nike women's experience shop has provided many services, such as "Nike+ gait analysis system", trousers length fine adjustment service, movement pattern and intensity for consumers, and measurement of chest circumference and cup size, training courses and so on.

Not only in women's stores, but also in the Nike store in Tianhe City, Guangzhou, the reporter also has such interactive service as digital screen to provide exclusive service consultation and new product recommendation.

They sell social platforms.

In recent years, sports and fitness have become a fashion in China's first tier cities, and the city's marathon is a microcosm.

In the traditional sense, sports add social color. Women regard fitness and sports as a social activity. They enjoy having classes with their friends or going to the gym.

Not only that, women usually turn exercise and sports into a part of large social networking.

The market for women's products is maturing, and as women become enthusiastic about fitness and sports, female consumers are looking for fitness products and costumes that can maximize athletic performance and wear other social activities.

Public relations told reporters that women's clothing category is one of the fastest growing categories of Adidas. Since the launching of women's product marketing activities in 2013, the sales of women's clothing category have increased strongly, and the brand awareness of target consumer groups has also been significantly improved.

On this score, the establishment of a women's store model has become a natural process for grabbing the market strategy of Chinese women's products.

Chen Haiquan, executive director of the modern circulation research center of Jinan University, said that the emergence of women's stores reflects the change of consumer behavior. The demand for sporting goods is mostly male, while the demand of male consumers is basically satisfied.

The trend of women's love of sports has become more and more evident in recent years, but the demand of female consumers has been neglected.

Nowadays, women's sporting goods store is a manifestation of sports brand's positive response to challenges.

Market segmentation is a trend

Peng Qiang, vice president of Guangzhou Institute of business economics, said that with the improvement of people's income level, especially in the second tier cities, the demand for market segments will be bigger and bigger.

People will pay more attention to personalized and differentiated products, and the form of consumption will change from the former to the other, and the quantity of products will also change from mass to small batch.

Not only is the sports product market, but also the other consumer markets, and the Adidas and Nike women's sports stores, which are elaborately created by the Nike, provide a reference for the consumer market.

As to whether this subdivision mode can provide a model for the domestic sports brand, Peng Qiang pointed out that the higher the market share, the higher the operating cost of the enterprise, and the consumer will not necessarily pay the bill, so it depends on whether these brands have the ability to bear the high cost.

Chen Haiquan pointed out that domestic sports

Whether we can learn from this market segmentation mode depends on whether the product development capability and abundance of these brands are enough to support a monopoly market.

But in any case, the gradual subdivision of the market is already the trend of the whole consumer market.