In a market where many would rather pop pills to shed a few pounds
than break a sweat, Nike is challenging Hong Kong's sport and sun-wary
women to get sporty.
That the sports apparel company is targeting Hong Kong women in a bigger
way is not unexpected. However, the choice of activities - wakeboarding
and mountain climbing to spinning and kick-boxing - and that it is doing
it all through the internet, are.
Nike marketing director, Rosanna Hon, says the women's battle has not
been easy. Persuading a segment of the local population, which has
traditionally side-stepped exercise and athletics for shopping and
facials, has involved changing mindsets and marketing through virtual
communities.
It's been a year-and-a-half since Nike started establishing a
relationship with women through the web. Having done so, the brand is
now ready to make a bricks and mortar investment, with a shop designed
for women.
"It has been about altering the thinking of local women, who previously
would have opted for other slimming options in the market such as diet
pills," says Hon. "In the past, with our other programmes, whether they
have been sports marketing activities or promotions through television
or print advertising, we have managed to keep good contact with kids.
You could say they were our primary target group."
But since women make up about half of the city's population and 44 per
cent of its online community, Hong Kong's female population is too large
a segment for any marketer to ignore. While some major advertisers are
still wary about the web's effectiveness, Hon said Nike took the digital
route because it was cheaper alternative to TV or print advertising.
Nike ensured that the web site was designed to meet the needs of local
women. Since its launch, membership numbers have increased to
10,000.
Content has also been extended to include products for men and kids, and
Nike has added features for women.
The website, developed by e-Crusade, recently added the Nike Packet, an
extension to the Nike community, where women can list short questions
that are answered by other users. The site also allows users to collect
points, which can be redeemed for Nike gear, and features an online gym,
with demonstrations of exercise routines that are supplemented by videos
and instructions.
Hon said Nike built on the idea that women enjoy sharing and
participating in groups to create a virtual online community. The
website, Hon added, helped Nike kick off last year's Virtual Trainer, a
personalised exercise and diet regimen, and February's Health and
Fitness Connection programme.
According to research by NetValue, the number of unique visitors to the
Nike Hong Kong website totalled 12,100 in May, with each user spending
an average of 19.4 minutes per month on the site. The age group with the
highest number of visits to the site ranged between 15-24, comprising
more than 46 per cent of all users. The second highest included women
aged between 25 and 34, representing a 35 per cent reach.
NetValue research also noted that students accounted for the highest
percentage of local female visitors, with a reach of more than 64 per
cent. It's figures such as these which encouraged Nike in making a
bigger investment with its shop for women, opening in August.
Says Hon: "I think the shop will give a very good idea strategically on
how we target our marketing to women and their preference. The web works
very well, but this takes it a step further in a real way."