ANALYSIS: Marketing - Nike makes spirited dash for Hong Kong's other half. Nike makes an about-turn in reaching out to women

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