Nike Further Expands Yoga Market
安全到达彼岸依
发表于 2024-2-23 14:13:29
1333
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
- 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
- JD.com spends 10 billion yuan annually to attack the sinking market
- Nike's Dong Wei: China's sports market has broad prospects and will continue to increase investment in technology research and development
- Throwing out billions of subsidies to seize the white card market, Jingxi self operated company has handed over a year's performance report
- Week ahead | NVIDIA welcomes its financial report 'big test'! Or it may guide the US stock market towards the next direction; Trump 2.0 continues to disrupt the market, with key cabinet positions becoming a focus of market attention
- Trump's' hush money 'case approved to revoke Bitcoin approaching $100000 mark | Global market
-
知名做空机构香橼研究(Citron Research)周四(11月21日)在社交媒体平台X上发布消息称,该公司已决定做空“比特币大户”微策略(Microstrategy)这家公司,并认为该公司已经将自己变身成为一家比特币投资基金 ...
- caffycat
- 昨天 11:18
- 支持
- 反对
- 回复
- 收藏
-
每经AI快讯,11月20日,文远知行宣布旗下自动驾驶环卫车S6与无人扫路机S1分别在新加坡滨海湾海岸大道与滨海艺术中心正式投入运营。据介绍,这是新加坡首个商业化运营的自动驾驶环卫项目。 ...
- star8699
- 3 天前
- 支持
- 反对
- 回复
- 收藏
-
上证报中国证券网讯(记者王子霖)11月20日,斗鱼发布2024年第三季度未经审计的财务报告。本季度斗鱼依托丰富的游戏内容生态,充分发挥主播资源和新业务潜力,持续为用户提供高质量的直播内容及游戏服务,进一步 ...
- goodfriendboy
- 3 天前
- 支持
- 反对
- 回复
- 收藏
-
人民网北京11月22日电 (记者栗翘楚、任妍)2024广州车展,在新能源汽车占据“半壁江山”的同时,正加速向智能网联新能源汽车全面过渡,随着“端到端”成为新宠,智能驾驶解决方案成为本届广州车展各大车企竞 ...
- 3233340
- 昨天 17:06
- 支持
- 反对
- 回复
- 收藏