英國著名戶外運(yùn)動(dòng)品牌耐克nike市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMER&

BRANDBrand

KPIs

for

sports

andoutdoor

online

shops:

Nike

inthe

UKConsumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromtheStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withBritish

Englishoffered

as

analternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4970Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Nikes’

performance

inthesportsandoutdoor

onlineshopsmarket.Fieldwork:September

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Nike

sustains

its

marketleadership

by

consistently

captivating

youngergenerations

withits

enduring

appeal

and

innovative

strategiesIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Nikeis

abrandforthe

younger

generation,

withGen

?

Nikeexcels

above

the

industryaverage

inallkeyZthe

most

likely

tofeel

affinity

to

thecurrentbrandingstrategyperformance

indicators?

Nikestandsoutas

the

top-performing

brandfor:?

Women

aremore

likely

to

likeNike

asabrandthan?

Awareness?

Popularity?

Usagemen?

Nike's

proportion

of

LGBTQIA+

users

closely

alignswith

the

industryaverage

forsportsandoutdooronlineshoppers?Loyalty?

Niketendsto

attractconsumers

from

high-income?

Buzzbrackets?

Nikeholdsaprominent

industryposition,securingthe

top

rankinallcategories

and

thusasserting

itsdominance

over

other

brandsinthe

industry?

It’sgenerally

people

innuclearhouseholds

thatlikeNike?

However,

they

maywant

to

consider

opportunitiesandtargetadvertising

atsingleandcoupledhouseholds3CHAPTER

01Brand

profileInthissection

thebrandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4The

popularity

of

Nike

significantly

exceeds

the

industry

average

in

the

UKBrand

profile:

snapshotNikes’brandperformance

withintheindustryofBritish

onlineconsumers95%61%58%43%39%34%21%15%12%12%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onSports&outdoor

online

shops

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=993,

respondents

who

have

used

sports

&outdoor

online

shopsConsumer

Insights

Global,

asofSeptember

2023Sources:Nike

is

popular

among

the

younger

generations

in

the

sports

and

outdooronline

shops

marketBrand

Profile:

consumer

demographics

(1/3)Nikeresonates

well

with

theyounger

generations,

inparticular,Gen

Z.

29%

ofGen

Z

consumers

who

aresportsandoutdoor

onlineshoppers

are

fansofNike

asabrandcompared

to24%

ofGen

Zs

whoknow

anybrandsinthesports

and

outdoor

online

market.Generation

of

consumerswho

likeNike35%

35%31%29%28%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

Nike

with28%

and8%

sayingtheylikethem,respectively

lower

thantheindustryaverage.24%10%8%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosports

&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=658,

Nike

enthusiast,

n=1,115,

sports

and

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Nikeas

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofNikefansTheGender

splitbetween

brandenthusiastsof

Nikeshows

women

aremore

likely

tohaveanaffinity

with

thebrandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofNikefansNikehasafairly

similar

proportion

ofLGBTQIA+

usersas

theindustryaverageforsportsandoutdoor

onlineshoppers.9%10%9%

of

Nikeshoppers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to10%

overall.

ItappearsthatNike

hasattracteddiverseaudiences

and

is

exploring45%50%50%55%

ofwomen

likeNikecompared

to45%

ofmen,

while

theindustryaverageforsportsandoutdoor

onlineshoppersindicatesthatbothmen

andwomen,

at50%,

usethisservice

equally.opportunities

intargetinguntappeddemographics.87%87%55%3%3%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=658,

Nike

enthusiast,

n=1,115,

sportsand

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

NikeBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aNikeshoppervaries

from

theaverage

sportsandoutdoor

online

shoppers.

Specifically,39%

ofNike

shoppers

belong

tothehigh-income

group

compared

toanoverall

industryaverage

of

35%.Therefore,

Nike

isabrandthattendstoattractconsumers

from

higher-incomegroups.Householdtype17%

ofNike

users

arefrom

singlehouseholds.

Couples

areslightlylesslikely

to

useNikethanotherbrandsandforthenuclearfamily,itis

thehighest.17%21%Single35%33%39%Therefore,

with

thenuclear

householdmarket

wrapped

up

Nike

maywant

toconsider

opportunities

andtargetadvertising

atsingleandcoupledhouseholds16%18%CoupleNuclear

familySingleparentOther31%29%32%30%11%11%32%25%21%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=658,

Nike

enthusiast,

n=1,115,

sports

and

outdoor

online

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Nike

take

sustainability

more

seriously

than

consumers

ingeneralBrand

profile:

attitudesWhat

do

consumersthink

ofsports

&outdoor

onlineshopsingeneral?23%

ofconsumers

wholike

Nikesaythey

arewell

informed

when

itcomes

tosports&outdoor

onlineshopsand12%

ofthese

consumers

say

thattheycan’t

imaginetheirlifewithout

sports&outdoor

onlineshops.

Thiscompares

toamarket

average

of

20%

and12%,

respectively.How

doespriceeffect

theirdecisions?20%

ofNike

shoppers

sayalow

price

ismore

important

thanhighquality

when

itcomes

to

sports

and

outdooronlineshopsmirroring

thepreference

of

thegeneral

sports

and

outdoor

online

shoppers,

which

isalsoat20%Do

consumerstrusttheirsports

&outdoor

onlineshops?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tosports&outdoor

onlineshopsisimportant

to38%

ofconsumers

wholike

Nike,compared

to

themarket

average

of

34%.Do

sports

&outdoor

onlineshopsneed

toinnovate

tostay

relevant?24%

ofshoppers

wholikeNike

saysports

&outdoor

online

shopsexcite

them

with23%

confirming

theylike

totryout

new

and

innovative

sports&outdoor

online

shops.

Thiscompares

to

amarket

average

of21%

and21%,respectively.How

important

issustainability

toconsumers?According

to24%

ofshoppers

who

likeNike,

sustainability

isimportantwhen

itcomes

to

sports

&outdooronlineshops,compared

to

themarket

average

of

21%.9Notes:“Which

ofthese

statements

about

sports

&outdoor

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

sports

&outdooronline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=658,

Nikeenthusiast,

n=1,115,

sports

and

outdooronline

shoppersConsumer

Insights

Global,

asofSeptember

2023Sources:CHAPTER

02Brand

KPIs

&

benchmarkingInthischapteryoucansee

how

abrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Nike

outperforms

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthesports

andoutdooronlineshopsmarketWhen

itcomes

to

sports

and

outdoor

online

shops,theaverage

awareness

forabrandintheUKis

56%.Awareness

oftheNikebrand,however,

is

significantlyhigherat94%.Awareness100%With,56%

of

British

sportsandoutdoor

onlineshoppers

sayingthey

likeNike,

Nikefindsitself

wayhigherthantheaverage,

28%,

forpopularity.BuzzPopularity37%

ofsports

and

outdoor

online

shoppers

intheUKsaytheyuseNike,

withtheaverage

usageof

abrandat17%90%

ofNike

shoppers

saythey

would

usethebrandagaincompared

toanaverage

loyalty

score

of

72%.Nikeis

more

likely

tobeseen

inthemedia

than

otherbrands,with

a“Buzz”score

of

31%

compared

toanaverage

of16%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Sports&outdooronline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,243,

all

respondents

(awareness),

n=1,167,

respondents

who

know

the

individual

brand

(popularity),

n=1,167,respondents

who

know

the

individual

brand

(usage),

n=429,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,167,respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Nike

claimed

the

leading

position

as

the

most

recognized

brand

in

the

sportsand

outdoor

online

shops

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNikeRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6%1Nike94%94%93%92%89%79%64%64%59%57%2adidas3JDSportsOutofrespondents

whousethesportsandoutdooronlineshops94%

were

aware

of

Nike.

Thisranksthemin1st

placecompared

toother

brandssurveyed

inthisindustry.4SportsDirectReebok5adidassecured

the2nd

spotwho

scored

anawarenessratingof

94%

followed

byJDSportswho

scored

93%.6Foot

LockerRegatta78DecathlonGO

OutdoorsMountain

Warehouse994%AwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,243,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Nike

secures

the

top

spot

for

most

popular

brand

in

the

sports

andoutdooronline

shops

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNikeRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

thefollowing

brandsdoyoulike?”.1Nike56%56%48%44%30%27%27%25%25%25%2adidas3JDSportsOutofconsumers

who

knew

thebrand

56%

saidtheyliked

Nike.

This

ranksthetopposition

compared

toother

brandssurveyed

inthesports&outdoor

onlineshopsmarket.4SportsDirectFoot

LockerMountain

WarehouseReebok44%5adidaswho

scored

apopularity

ratingof56%

securesthe2nd

spot

followed

by,JD

Sportswho

scored

48%.Occupyingthetopposition,Nike

stands

out

asafirmlyestablished

brand

interms

of

popularity.56%678Regatta9BlacksLikeDonotlike10ChainReaction

CyclesNotes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,167,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Nike

seals

the

top

position

for

the

most

used

sports

and

outdoor

online

shop

byconsumersBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNikeRank#

BrandUsage

%37%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tosportsandoutdoor

onlineshops,which

of

thefollowing

brandshaveyou

used

inthe

past12months?”.1Nike2SportsDirectadidas35%335%37%4JDSports33%Outofconsumers

who

knew

thebrand

37%

saidtheyused

Nike.

Thisranksthetop

position

compared

toother

brandssurveyed

inthesports&outdoor

onlineshopsmarket.5AnglingDirectFoot

LockerChainReaction

CyclesDecathlon21%618%63%SportsDirect

who

had

ausagescore

of35%

is

inthe2nd

spot

followed

by,adidaswho

alsoscored

35%.

Atthepinnacle,Nike

issignificantlyaheadof

otherbrandsinterms

of

usage.718%818%9Blacks17%UseDonotuse10Mountain

Warehouse16%Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=1,167,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Nike

had

the

most

loyal

consumers

in

the

sports

and

outdooronline

shops

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNikes’consumersRank#

BrandLoyalty

%90%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

sports

andoutdoor

online

shops,which

ofthefollowing

brandsareyou

likely

to

useagaininthefuture?”.1Nike10%2SportsDirectGO

OutdoorsJDSports87%385%484%Outofconsumers

who

haveused

Nike90%

saidtheywould

usethebrandagaininthefuture.Thisranks1stposition

compared

to

other

brandssurveyed

inthesportsandoutdoor

onlineshopsmarket.5adidas83%6Mountain

WarehouseRegatta82%782%SportsDirect

who

scored

aloyalty

score

of

87%

is

inthe2nd

spot

followed

by,GOoutdoors

with

85%.

Nike,atthetop,hascultivatedadevoted

following

throughqualityproducts,astrong

brandreputation,andsuccessful

marketing,resulting

inloyal

customers.8Reebok82%90%9Wiggle76%LoyalNot

return10Foot

Locker74%Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=429,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Nike

stood

out

as

the

most

prominently

featured

brand

in

the

media

within

thesports

andoutdoor

online

shops

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofNikeRank#

BrandBuzz%31%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike2adidas30%31%3JDSports27%Outofconsumers

who

knew

thebrand

31%

saidtheyhaveheard

aboutNikeinthemedia.

Thisranks1stplacecompared

to

other

brandssurveyed

inthesportsandoutdoor

onlineshopsmarket.4AnglingDirectSportsDirectChainReaction

CyclesFootLockerAmerican

GolfGO

OutdoorsDecathlon23%521%619%adidasand

JD

Sportssealed

the2nd

and3rd

spot

withthebuzzscore

of

30%

and

27%

respectively.

Attheforefront,

Nikemaintainsarobust

and

enduringpresence

inmedia

buzz,thanks

toitsinfluentialmarketing

campaigns,endorsements

fromathletesandcelebrities,

anditsdedication

to

social

and

culturalissues.716%69%815%915%BuzzNobuzz1014%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,167,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithCon