運動商品零售的數位轉型-以NIKE TAIWAN為例

Abstract

現代社會因為對於休閒生活、運動的需求日漸提高,運動產業的發展也逐漸興起,為運動零售產業帶來可觀的產值與商機。據國際調查機構Plunkett Research指出,至2021年全球運動休閒產業的產值有機會達到2兆美元門檻。而臺灣伴隨著運動的風潮,根據教育部體育署統計,在運動器材出口、就業機會創造、運動人口比例以及運動消費支出等方面也都有大幅提升。 然而在2019年12月,爆發一種新型冠狀病毒感染的肺炎(COVID-19),隨之而來的全球病毒擴散,根據WHO最新截至2021年1月底確診案例數字顯示,全球已有1.03億確診病例數,也造成全球224萬人死亡。新冠肺炎疫情的爆發對全球健康與經濟都造成嚴重衝擊。 身為運動用品業界龍頭NIKE也難逃這波疫情的影響。2020年3-5月為疫情爆發最為嚴重之初,也正好落在NIKE財會年第四季,使得當季度全球業績淨損7.9億美元,同期增漲首度呈現負38%。同年6月,全球總部發表全新戰略架構-Consumer Direct Acceleration (CDA),轉型策略將會使NIKE較過往更加貼近消費者。因此,本研究指在爬梳NIKE伴隨著疫情的爆發,開啟以消費者為中心的運營戰略,針對市場、商品及科技等等方面,探討在臺灣市場可行的因應及轉型方向,並就臺灣當前市場運營狀況、零售市場「人、貨、場」等提出建議。 本研究建議,NIKE TAIWAN從「人」的角度應要精準觸及,藉由掌握數據來驅動整體規劃;從「貨」的角度應持續規劃具有識別度的產品且與消費者有效溝通;從「場」的角度應重視消費者線上接觸訊息的管道,進行線上線下全渠道的整合。此外,也建議NIKE TAIWAN應發展更完整的線上場域,同時規劃完整的全通路體驗行銷,並且與消費者建立更有效的品牌連結,才能使品牌精神與價值完整傳遞,優化整體零售場域。

The needs nowadays for leisure, outdoor and sports are increasing in this fast-paced society, and therefore the sporting goods industry has been in the limelight due to its increasing profitability and market value upsides. As Plunkett Research put it, sporting industry may stand a chance to attack two trillion USD market value in the year of 2021. As in Taiwan, according to Ministry of Education’s release, local market has been positively influenced by this trend on sporting goods exporting, related job openings and expenditures of sports. However, in December 2019 came the outbreak of COVID-19 that has drastically impacted economy worldwide and people’s healthy. Based on the latest data as of January 2021, there has been 103 million of confirmed cases and already taken 2.24 million souls. NIKE, being the market leader in sporting goods industry, was also affected by COVID-19. Amid March to May 2020 was the severest phase of this pandemic which help delivered a loss of 790 million USD in this quarter. In June, NIKE announced this brand-new Consumer Direct Acceleration (CDA) strategy to get closer with our consumer than ever before. Therefore, the purpose of this study is to get the picture of this new CDA strategy construct and to discuss on how Taiwan market can further adjust and align to optimize the retail environment. This study suggests that from the perspective of ‘people’, NIKE TAIWAN needs to know their consumers by leveraging big data insights; from the perspective of ‘product’, NIKE TAIWAN needs to strive for diversity; from the perspective of ‘place’, NIKE TAIWAN needs to focus on online channels. Moreover, NIKE TAIWAN needs to tackle e-commerce, brand experience and to develop tight and meaningful bonding with consumers to further pass down NIKE spirit and retail optimization.