Nike 的 Triple Double 策略

最近几个月直接在 Nike.com 上购物的次数跟频率都越来越高，最近2个月总共买了3次，6件产品

我喜欢 Nike.com 的地方

不用担心买到假货

退换货非常方便 - 顺丰来取件，当天仓库给你发出换货的产品，没有任何费用

新款多，打折频繁

app 体验很好

这都与他们最近几年发力 DTC （direct to customer)有关，2017年 Nike 宣布了 “Consumer Direct Offense” 计划

其中特别的是，Nike 提出了一个 “Triple Double Strategy”，分别是2倍创新，2倍研发，2倍直接销售

2X Innovation: To double the cadence and impact of innovation, the Company will lead with more distinct platforms and scale innovation faster, will edit-to-amplify to give consumers better choices and will create new aesthetics spanning both sport and style;

2X Speed: To double speed to market by reducing the average product creation timeline by over 50 percent through investments in end-to-end digital capabilities to serve consumers faster; and

2X Direct: To double direct connections with consumers and shape the future of retail led by Nike.com and all new owned and partnered NIKE Consumer Experiences.

原本计划在2023年实现30%的线上销售占比，提前到今年完成

#business #Marketing

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