Nike Further Expands Yoga Market
安全到达彼岸依
发表于 2024-2-23 14:13:29
1327
0
0
On February 22, 2024, sports giant Nike officially launched its new Zenvy series.
This series focuses on soft technology, launching sports products including sports underwear and leggings, and adding clothing products such as tops, aiming to compete with the brand's business goals in the women's and yoga markets.
The women's yoga market is an emerging niche in the sports consumer goods market in recent years. After 2010, international sports brands led by Nike and Adidas began to focus on the women's market. In the past five years, lululemon has experienced rapid growth. The compound growth rate of 50% in the Chinese market in the past three years has made major sports brands more enthusiastic about taking a share of this niche market.
Interestingly, various brands have adopted different strategies in the face of this rapidly growing segmented market.
Nike has chosen to upgrade its product line. Currently, the brand's collection specifically designed for women includes Nike Zenvy, Universa, and Go leggings, covering application scenarios including running, yoga, training, and meditation exercises.
The Nike Zenvy collection was first launched in February 2023. Just one year later, Nike upgraded the series and applied its brand's cutting-edge fabric technology. Nike's expectations for this product line, or rather the yoga market, can be seen from this.
In the Chinese market, Li Ning once tried to compete in this niche market through an exclusive cooperation model. The Danskin brand, founded in New York in 1882, is renowned for its fashionable fitness products based on professional dance and yoga. Li Ning exclusively deals in the business of Danskin brand in Chinese Mainland and Macao.
On October 16, 2023, ANTA announced the acquisition of domestic women's sports brand MAIA ACTIVE. MAIA ACTIVE, founded in Shanghai in 2016, as well as brands such as Particle Fever and Riot Lolita, which were founded around the same time, are widely recognized as Lululemon's "affordable substitutes".
These replacement brands start their business online. Among them, MAIA ACTIVE has obtained several financing and has opened dozens of offline stores in the Chinese market.
Nike announced in May 2023 that it will continue to increase its investment in the global women's business.
According to Interface News, in the past two years, approximately 70% of the participants in Nike Sports Research Laboratories worldwide have been women.
Nike's Vice President and General Manager of Women's Category in Greater China, Zhu Jinqian, told Interface News, "More and more women are starting to exercise and participate in sports. Behind this is not only a gradual shift in the aesthetic of the female community, but also the significance of women's desire to establish a confident and joyful mindset through sports, accumulate energy, and pursue a more positive and healthy lifestyle. We believe that the female community is leading the transformation of sports."
CandyLake.com 系信息发布平台,仅提供信息存储空间服务。
声明:该文观点仅代表作者本人,本文不代表CandyLake.com立场,且不构成建议,请谨慎对待。
声明:该文观点仅代表作者本人,本文不代表CandyLake.com立场,且不构成建议,请谨慎对待。
猜你喜欢
- Nike's revenue for the first quarter of fiscal year 2025 was $11.6 billion, a year-on-year decrease of 10%
- Nike's first quarter revenue in Greater China decreased by 4% year-on-year
- The rental activities in the Shanghai commercial office market further rebounded in the third quarter
- Tesla Enters Robotaxi Market with Cost Below $30000
- Dong Wei Promoted to Chairman and CEO of Nike Greater China and Global CEO of ACG
- Retired veteran urgently rehired, will Hill's return as Nike's global CEO today revive the brand with three arrows?
- Nike and NBA renew contract until 2037, basketball remains the focus of sports equipment competition
- How does the market conduct the 'Trump deal' in depth?
- Revenue and profit both decline, who is eating Nike's market
- Sony's net profit increased by 37% from April to September, exceeding market expectations
-
2024年11月7日,由新华社新闻信息中心、新华社上海分社、新华社品牌工作办公室主办的“品牌·让世界更美好”中外品牌论坛在上海举办。此次论坛,理想汽车荣获“通用ESG企业评价规范”年度最佳品牌奖。理想汽车将 ...
- cool88817
- 2 小时前
- 支持
- 反对
- 回复
- 收藏
-
何思文表示,“在进博会这个平台上,我们开启的是倾听模式,通过进博会展出各类产品,收集消费者的需求和反馈,进而帮助决定未来进口到中国的产品。过去,汽车行业的许多创新源于美国加州或欧洲。我相信,中国正 ...
- MaxLucky
- 8 小时前
- 支持
- 反对
- 回复
- 收藏
-
11月5日至10日,第七届中国国际进口博览会(下称“进博会”)在国家会展中心(上海)举办。在进博会期间,平安健康医疗科技有限公司(下称“平安健康”)与美敦力(上海)管理有限公司(下称“美敦力”)达成战 ...
- Hidden2
- 前天 17:06
- 支持
- 反对
- 回复
- 收藏
-
今年上半年业绩表现低迷的百胜中国在第三季度打了个“翻身仗”。11月4日,百胜中国发布三季报显示,今年第三季度,其净利润同比增长22%。而在第一季度、第二季度,该公司净利润增长率分别为-1%、8%,第三季度净 ...
- nihaosifa
- 前天 15:35
- 支持
- 反对
- 回复
- 收藏