The Female Market Is A Battleground For The Military.

In order to seize the rapidly developing female sports consumption market,

Playing with new tricks, collaborate with filmmakers and best sellers, filming 8 sets of original series on fitness and social themes.

How many points do you give for such a marketing?

Nike women is already the largest woman in the world.

As of May 31, 2015, the annual revenue of Nike on the female product line has reached US $5 billion 700 million.

But Nike's ambition is much more than that. They want to achieve the annual revenue of 110 billion US dollars in the 2020 fiscal year, accounting for 1/5 of the total annual revenue.

In order to achieve this goal, Nike has made repeated efforts in marketing. At the beginning of 2016, it launched the original drama VS Margot VS Lily, which was tailored for female consumers.

The 8 episode series, which has taken 5 weeks, has now landed on Nike's official website and YouTube, Youku and other platforms.

It tells about the gambling story of Lily, a sister who loves fitness, and Margot, a lazy cancer sister.

Lily runs personal fitness channels on YouTube, but suffers from social phobia, and has few friends in real life.

Margot loves to socialize, but he doesn't have much interest in fitness.

In this play, users can not only see the plot story, but also receive the learning course and suggestions related to fitness, and of course, the marketing of fitness shoes, APP and social accounts.

"Our female consumers are usually busy, and they get content information through mobile Internet and social media," explains Caitlin Sargent, director of global brand of Nike women.

Interaction through original dramas is consistent with our users' habits. "

With the growing popularity of social media, close to the audience, covering everyday scenes, and full of emotional quality content are also more and more powerful.

Nike is clearly aware of this trend.

Huang Xiangyan, senior marketing director of Nike Greater China, said to lazy bear sports, "the real meaning of sports fitness is not what we do, but what kind of people we become."

In the series of VS, the emotional experience and life experience of story characters are women's experience in fitness and life.

We want to use stories to motivate consumers, to change and improve their value through fitness. "

Compared with hard and broad, the user experience of content marketing is more friendly, and it can generate more connections with users' life scenes and even emotions.

Therefore, content marketing has also been paid more and more attention by the advertising and marketing circles.

In December 2014, Forbes published the prediction of "7 major marketing trends of leading 2015".

In this article, Jayson DeMers, a Forbes contributor, points out that the number of hard and broad will be significantly reduced. Meanwhile, marketers will better integrate content into advertising marketing.

BuzzFeed, New York Times, Forbes and other news media have appeared native advertising, Facebook, Twitter, WeChat and other social media content marketing has long been a climate.

In December 2015, Aashish Chopra, a viral video marketer, published a prediction article entitled "2016 of the content marketing trend" in LinkedIn leading English, which coincides with Forbes's view.

Aashish Chopra explained in particular the concept of "brand content", "no one likes to interfere with the hard and broad user experience.

In 2016, the trend of brand content will be more obvious.

Brand content does not make advertisements pretending to be content.

Real content should be useful and relevant to users and bring value to users.

"Shooting the original drama to promote their female fitness products does not mean that Nike will abandon female professional sports stars such as Serena Williams.

But content marketing, or brand content, has become a new marketing trend in the age of social media.

Lauren Tucker, editor of Yahoo Style channel, thinks.

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Why does Nike give priority to content marketing programs targeting female consumers instead of male consumers?

The reason is that there are obvious differences between men and women in receiving information, thinking, judging and evaluating brands. Relatively speaking, female users are more emotional and more concerned about the feelings and feelings brought by brands. Male users emphasize more on rational demands such as quality.

"TV series or movie series, the main user group is women.

The enterprise will integrate the value proposition advocated by its own brand into the work, and show the experience of product usage process to the potential users intuitively.

The lethality is obvious.

The key way is CEO, Zhang Qing, a sports consultancy.

From grabbing sales share to market share to mental share, the harder it is, the harder it will be.

Mental share determines brand premium.

Consumers' preference for brands can magnify the original value of the brand invisibly, and increase their emotional value on the basis of practical value.

Although it is difficult to have a share of the mind, it is more difficult for competitors to compete if they possess them.

Zhang Qing added: "different levels of content marketing have become an option for sports brands in this era.

However, each enterprise's DNA is different from its development stage, so there is a certain difference in the understanding, usage and harvest of content marketing.

The post-90s and the millennials live in the mobile Internet era. The channels of receiving information are diversified, and the way is no longer used to "brand tell me how".

They must participate, experience and evaluate.

At this point, content marketing is at the right time.

But content marketing requires higher quality of creativity and production, and the more effective the content marketing is, the more difficult it is to achieve.

Back to Nike's big house VS fitness maniac, the production team, content theme and plot setting Nike worked hard, so it has also achieved good results: as of February 25, 2016, the series has attracted more than 50 million hits on various platforms.

The female market is a battleground for the military.

When women's exercise has become a fashion and trend, the sports market related to women is also expanding rapidly.

"For women all over the world, sports and fitness are changing their way of life, which has also led to the continuous expansion of women's sports shoes and clothing market."

Mark Parker, President and chief executive officer of Nike group, said.

Nike attaches great importance to the female market.

Nike launched the mold of the female foot model very early. Despite the increased cost, the move reflects Nike's concern about the needs and experiences of female consumers.

You know, before the sports brand design women's shoes, only using the small male foot model as a mold.

Nike's investment in the female market has also been rewarded in return.

According to the official data provided by Nike, the sales of female product lines increased by 20% in the 2015 fiscal year of Nike, driven by running and women's training sportswear.

Today, within the Nike, the female product line is regarded as one of the most important opportunities for the company in the future. The revenue target of the female product line is $7 billion in fiscal year 2017 and $11 billion in fiscal 2020.

There are more than one Nike who want to make waves in the women's fitness market.

In 2014, Under Amour, with the theme of "I will become what I what", invited the ballet dancer Misty Copeland and supermodel Gisele Bundchen to film the inspirational short films, aiming to dig deep into the female sports market.

In 2016,

A new advertising film with the theme of "I'm Here to Create" has been released.

Many female athletes, including tennis player Caroline Wozniacki, were invited to appear.

Don't forget, there are also a number of competitors such as the Canadian yoga clothing brand Lululemon, the British sports fashion brand Sweaty Betty, the Internet sports brand, and China's domestic brands.

In the current competition for women's sports and fitness, Nike has taken a temporary lead, but it is far from the time when champagne is celebrated.