T m all ' s first brand custom iz ation zone was born
On October 20, 202 3, Nike announced a ground bre aking member ship program in collabor ation with T m all for China ' s largest shopping event , " Dou ble 11. " This effort goes beyond just a sales promotion and aims to build new relationships between sports brand s and consumers in the digital age .
Parti cular ly note worthy is the " brand member custom iz ation zone , " which was first realized on T m all platform . Nike members now have a dedicated page that allows them to have a persona lized shopping experience , including product recommend ations and limited color vari ations ta ilor ed to their sports hab its .
Compet ition and Di ffer enti ation with 3 Innovation Po ints
- Dee pen ing data collabor ation: For the first time , the official Nike app and T m all member data are integ rated to provide a highly acc urate service based on purchase history
- Inter active experience: A new experience using digital technology such as AR costume trial and virtual running course
- P has ed Bene fits System: Up grade to VIP member ship based on annual purchas es , grant ing priority purchase of limited merch andise and onWhatsapp events with professional ath letes
Strategi es to respond to changing consumption beha vio ur
In recent years , the Chinese market has become increasing ly more focus ed on " brand experience " than " the product itself , " especially among Generation Z . According to Nike ' s head of marketing , the program is based on the idea that " we want to create a community where we can share the values of the brand , not just sell it cheap ly . "
In fact , during the pre - order period , the company ' s special features include measures that comb ine onWhatsapp and offWhatsapp , such as an invit ation bonus to the " N ike Run Club " to be held in Shanghai , Beijing and Cheng du , for reser v ations of limited ed ition sne ak ers .
Att emp ts to promote sustainable consumption
From the point of view of environmental protection , the member ship program participants will be award ed additional points when purchas ing " produc ts using re cyc led materials . " In addition , in conjun ction with the old - wear collection project , there will be a campaign where you can win new purchase coup ons for bringing in sports wear that you no longer wear .
Nike ' s susta ina bility represent ative said , " We want to con vey the importance of responsible consumption in the festival of consumption called Double 11, " emph asi zing Nike ' s st ance to comb ine sales growth and reduc ing environmental impact .
Future develop ments and impact on the industry
According to analy sts , such an advanced member ship integration program could become the new standard in the sports appar el industry . In particular , the brand ' s direct selling (D TC) strategy and the EC platform are inter lock ing models , and other companies are beginning to follow suit .
After the end of Double 11, Nike plans to strengthen engagement throughout the year by utiliz ing the member data ac quir ed . In 202 4, the company plans to start accept ing reser v ations for fully made - to - order shoes using AI for members only .