Basketball Shoes Jordan Ate "Soft Rice" And Strive To Double In Five Years.

In October 15th, at the investor conference held at Nike global headquarters, the president of the company Mark Parker announced that its revenue target in fiscal year 2020 was US $50 billion.

This means that in the next 5 years, the company's total revenue will grow at an annual rate of 10.3%.

In recent years,

The potential of women's sports market with a smaller share of consumption has been excavating, and the promotion of women's health campaign has been the focus of market promotion.

In addition to expanding women's product lines and experiential shops, Nike also launched online Nike+ running communities and Nike+Training Club (N+TC) daily training clubs for women's fitness.

Under the strategy of flagship female consumers, the promotion of women's products has become a booster of Nike's performance.

However,

As an independent brand of Nike and the most popular label in the field of sports shoes, it has almost completely ignored the female consumer market in the past 30 years.

In an interview with Bloomberg, Nike CEO Mark Parker said that the customers of the Jordan brand were basically male, and 95% of the sales came from the United States.

The interface reporter saw on Nike's official website that there are only two categories of "men" and "children" in the Jordan channel list.

For female consumers, the Jordan brand only provides matching products such as socks, hats and backpacks.

The brand ignores women's group is not only reflected in the ordinary consumer market, but also in professional sports.

Many college basketball teams in the United States signed an equipment cooperation agreement with Nike, and the men wore the most popular Air Jordan game.

However, the choice of its women's team is only Nike.

Marquardt University and California university are typical examples.

At Michael Jordan's alma mater, University of North Carolina, although men and women wear Air Jordan, girls wear shoes that are small in men's products.

Wearing small code male sneakers is also part of the practice of ordinary women who love Air Jordan.

In fact, Jordan brands have had some small moves in the female market.

At the beginning of this year, the brand launched Air Jordan sneakers with brown powder and purple and white for women's friends.

These two pairs of elegant, fresh and colouring shoes are quite eye-catching and are popular among many women.

In addition, the Jordan brand has also signed the American Diva Rihanna as its brand spokesperson.

At that time, some commentaries said that this move indicates that the Jordan brand will actively expand the female market in 2015.

Jordan ranked eleventh in the list of men's favorite celebrities in the United States, according to the US celebrity list released by Marketing Arm, a market research firm.

In the eyes of American women, Jordan is ranked seventh, and 97% of American women like this basketball legend.

"Jordan's popularity is so high that no matter what age female consumers, they love him as much as men do."

Matt Fleming, executive director of Marketing Arm marketing department, said.

This figure of up to 97% has also become an important bargaining chip for the Jordan brand to enter the female market.