New Direction Of Sports Brand Jordan: Women's Shoes Market

On the occasion of Air Jordan series 30th anniversary, over the past 5 days, Nike and Michael Jordan held a series of celebrations in Greater China, attracting basketball fans' fanaticism.

Today, the carnival is still warm, and Jordan brand has new moves in the global market.

It is reported that Nike's Jordan

Women's basketball shoes will be produced in large scale in the future.

In fact, in the next 5 years, "staring" women is not just the idea of the Jordan brand itself. The market strategy is based on the overall market strategy of Nike.

In October 15th, at the investor conference held at Nike global headquarters, the president of the company Mark Parker announced that its revenue target in fiscal year 2020 was US $50 billion.

This means that in the next 5 years, the company's total revenue will grow at an annual rate of 10.3%.

Under this financial plan, Nike rated the sale of female products as a key breakthrough, indicating that its annual sales of female businesses increased to 11 billion US dollars in 5 years.

Among them, online sales will be the main expansion channel for Nike's female products, the goal is to increase online sales to 7 US dollars in 2020 to 7 billion US dollars.

At the same time, Nike also set a sales target for the Jordan brand. Before 2020, the annual sales volume of Jordan brand reached US $4 billion 500 million, which is almost doubled on the current basis.

In 2014, sales of Jordan brands were about $2 billion 600 million, accounting for 58% of the market share of the US basketball products, according to SportScanInfo, a US market maker.

In recent years, Nike has been excavating the potential of women's sports market with a smaller share of consumption and promoting women's health campaign as the focus of market promotion.

In addition to expanding women's product lines and experiential shops, Nike also launched online Nike+ running communities and Nike+Training Club (N+TC) daily training clubs for women's fitness.

Under the strategy of flagship female consumers, the promotion of women's products has become a booster of Nike's performance.

However, as an independent brand of Nike and the most popular label in the field of sports shoes, Jordan brand has almost completely ignored the female consumer market in the past 30 years.

Nike CEO Mark Parker said in an interview that the customers of the Jordan brand were basically male, and 95% of the sales came from the United States.

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Reporters saw on Nike's official website that only two categories of men and children were available in the list of Jordan channels.

For female consumers, the Jordan brand only provides matching products such as socks, hats and backpacks.

The brand ignores women's group is not only reflected in the ordinary consumer market, but also in professional sports.

Many college basketball teams in the United States signed an equipment cooperation agreement with Nike, and the men wore the most popular Air Jordan game.

However, the choice of women's teams is only a typical example of Nike basketball shoes, Marquardt University and California University.

At Michael Jordan's alma mater, University of North Carolina, although men and women wear Air Jordan, girls wear shoes that are small in men's products.

Wearing small code male sneakers is also part of the practice of ordinary women who love Air Jordan.

In fact, Jordan brands have had some small moves in the female market.

At the beginning of this year, the brand launched Air Jordan sneakers with brown powder and purple and white for women's friends.

These two pairs of elegant, fresh and colouring shoes are quite eye-catching and are popular among many women.

In addition, the Jordan brand has signed the US day post singer Rihanna as its brand spokesperson.

At that time, some commentaries said that this move indicates that the Jordan brand will actively expand the female market in 2015.

"Celebrity list" released by Marketing Arm, a market research firm

Jordan ranked eleventh in the list of men's favorite celebrities in the United States.

In the eyes of American women, Jordan is ranked seventh, and 97% of American women like this basketball legend.

"Jordan's popularity is so high that no matter what age female consumers, they love him as much as men do."

Matt Fleming, executive director of Marketing Arm marketing department, said.

This figure of up to 97% has also become an important bargaining chip for the Jordan brand to enter the female market.

Of course, the Jordan brand is not without worries -- Laura Ries, President of marketing company Ries&Ries, told Bloomberg that the Jordan brand was popular among male compatriots as a successful male brand. Once expanding the female market, it may lose some male consumers.

This occupies the United States.

How will the half of the market go into women's hearts, and how many women compatriots are willing to pay for Jordan? Everything remains to be tested by the market.