Nike'S First House Of Innovation Settled In Shanghai

The second House of Innovation concept store will open in Fifth Avenue, New York, USA in November.

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Nike continues to try new retail outlets.

In October 4th,

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Nike said that this entity store will bring digital driven sports retail innovation, design and personalized services to the Chinese market.

It is reported that this cross category flagship store has four floors, with a floor area of 3822 square meters, located in the shopping center of Nanjing East Road, Shanghai city center.

Through experiential environmental design, the "House of Innovation" series of physical stores integrates digital and offline services.

The glass exterior walls of shops are known as "windows of innovation", inspired by Nike air cushion technology and the speed and movement of athletes.

NikePlus oriented members provide customized services and provide one to one communication with designers.

According to the personalized needs of consumers, Nike Shanghai 001 are men, women and children.

Enthusiasts designed the whole shopping experience and special product display area, and provided NikePlus members with exclusive exclusive service space.

Men's show area

The first floor of Nike home

"Nike's lead in retail and sports innovation is also redefining the future of sports retailing," said Heidi O 'Neill, President of Nike global Nike Direct. "Opening up digital and offline retail services is critical to providing seamless connection to the personalized consumer experience."

In addition, the "single door alone Shanghai" area provides urban theme shopping experience and provides city characteristics Products reflecting the enthusiasm of Shanghai sports, including the first Shanghai City Series "Nike wild road", which includes running and

And clothing products.

The design of the whole series is integrated into the marathon element and printed with the word "run Shanghai".

Shanghai alone provides Shanghai local single products

In addition, this is Nike's first fully mobile payment store in China.

Consumers do not have to wait in line. Store employees will use mobile devices to help them complete quick payment.

"Nike Shanghai 001 is the pinnacle of Nike digital pformation. We will continuously upgrade digital products and services to provide more choices for Chinese and global consumers' shopping trips," said Cathy Sparks, vice president and general manager of Nike global Nike Direct store.

It is reported that second "House of Innovation" stores, Nike New York, will open in Fifth Avenue, New York, USA in November.

House of Innovation concept store

Digitalization has always been an important strategy for Nike. The 2018 earnings report released at the end of June this year showed that NIKE Direct's direct business revenue increased by 12% over the same period last year, reaching $10 billion 400 million, and the electricity supplier income increased by 25%, making it a strong contribution.

In the fourth quarter, online sales increased by 41%.

It is worth noting that in July of this year, Nike launched a brand new Nike Live retail store in Losangeles.

It is characterized by the fact that most of the shops are goods that local customers often buy. Nike Live automatically identifies the favorite products of the surrounding consumers based on online sales data, and displays them in a large number of stores. Local customers can learn about store information online.

Another important feature is that most of the inventory is updated every two weeks to bring the latest and most popular products and occasional exclusive products.

Nike said it was three times faster than ordinary stores.

"Digital pformation allows Nike to change from how to connect consumers to how to deliver products, which is an important shift from past operation mode to future digital mode," Nike CEO Mark Parker said at the investor conference.

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