At 8 p.m. on march 26, nike will host a Air Max Day2020 cloud party live at its flagship store. This is the first time that sports giants focus their big marketing campaign in March each year on third-party ecommerce.
E-commerce has become Nike's growth engine in Greater China. In early january, nike closed more than 5000 stores in greater china. Nike, the first u.s. sports brand to disclose post-emergency results, handed over a bright answer on march 25.
Nike's global revenue rose 5.1 per cent year-on-year in the third quarter to the end of february, with greater china's revenues falling only 4 per cent to $1.506 billion and ecommerce strong, up 30 per cent.
Air Max Day is a global celebration organized by Nike to commemorate the birth of Air Max shoe midsole technology,In previous years, brands will invite consumers, stars, partners to participate in the celebration around, this year is no exception, but the venue has been replaced by online.
With the exception of the Air Max 2090 to launch a new design to commemorate Air Max 90 30 years old, The live broadcast room will gather Chao brand bloggers, sneakers players, talk show actors Kam, musicians Huang Xu, Zang Hongfei and so on.
From the perspective of live broadcast, this is not the first time Nike has tried to move deep entertainment content online. Not long ago, on march 16th, nike first tried to self-broadcast its stores and launched it
Live broadcast has been more than selling goods, but brand operation, display image, let shoe fans and interested in participating in consumer interaction opportunities.
Live broadcast is just one of the gates of the digital transformation of sports brands in Tmall.
Now open Nike's Tmall flagship store, you can see.
Click to enter, you can see that Nike's own mature membership system and Tmall deep binding has been opened. As early as September 2019, Nike announced that the number of active members on brand APP has tripled in the past three years. Since then, every live broadcast by Nike in Tmall has allowed more consumers to join in
Driven by over-expected performance,Brands closed up 15.18 per cent on the day of the earnings report, and their shares rose 10.20 per cent to $79.71 after the announcement, leading the Dow.