第 289 期耐克与超本地化

耐克热泵

我走进梅尔罗斯店时，觉得它根本不适合我。我不是千禧一代的奢侈品消费者。而这正是耐克所追求的。洛杉矶的零售店在美学和产品方面都非常符合该地区的特点。店里的每一平方英尺都是为 Instagram 打造的。一瞬间，我意识到，虽然我是千禧一代，但我不是耐克所追求的千禧一代。这家店就是为他们准备的。

今年 7 月，耐克在洛杉矶梅尔罗斯（Melrose）地区开设了首家 "Live "零售概念店。 该品牌与亚马逊和诺德斯特龙一样，利用消费者数据为店内产品和营销决策提供信息。Nike by Melrose零售店位于洛杉矶西好莱坞的梅尔罗斯大道 8552 号，占地 4557 平方英尺。该店面位于一个时尚的零售开发区内，该地区有月租金 6000 美元的公寓和显赫的独栋别墅，这进一步肯定了耐克的奢侈品定位。诺德斯特龙百货公司（Nordstrom）的本地概念店就在路边。

耐克正通过吸引高利润消费者向奢侈品领域进军。

2PM 数据

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耐克计划在 2019 年重视线下门店，同时不再强调奥特莱斯零售 - on
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随着耐克转向利润率更高的 DTC 模式，收入会下降，而利润率会上升。
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前卡佩尼克与后卡佩尼克：耐克的营销将强调高利润的千禧一代

耐克公司通过启动千禧一代驱动的体验式零售，利用其可观的电子商务流量来引导他们的商品决策。对千禧一代来说，参与品牌开发是最重要的事情。热情的消费者参与的过程越多，他们就会对结果越感兴趣。

最佳客户是您希望进行投资的地方。他们对品牌有更强的亲和力，购买量比非客户大，而且获取非客户的成本很高。

NPD 的马特-鲍威尔

实体零售的超本地化考虑到了消费者体验的以下变量：

  1. 直接面向消费者的商务数据
  2. 耐克网站最畅销产品
  3. Nike Plus 会员参与
  4. 实际地点 3-5 英里范围内的买方人口
  5. 相邻地块的家庭收入中位数
  6. 性别和健身数据（Nike Plus）

Nike by Melrose针对不同地区提供不同的款式，这并不具有革命性。像迪克体育用品公司（Dick's Sporting Goods）这样的商店针对当地市场推出团队商品，或针对郊区高级人群推出运动装备，并不鲜见。但这些风格将完全取决于：该地区的购买模式、应用使用情况和参与度。这就意味着，梅尔罗斯的耐克可能会忽略更广泛的趋势（全国性和全市性的），而代之以该街区品牌拥护者喜欢的产品。

零售市场显然正在发生巨变，但这并不是零售业的末日。在我们看来，这是一场复兴--由经济、竞争和消费者选择的巨大变化所驱动，而这一切都离不开指数级技术进步的推动。

零售业大分叉[.pdf]，德勤著

这就是耐克的魅力所在。耐克和亚马逊 Go 以及其他在线到离线领域的公司一样，都在努力消除摩擦。在店内，顾客可以使用耐克公司的应用程序扫描产品，了解相关信息。通过该应用程序，会员还可以在路边取货，并在前往商店的途中使用手机锁定的储物柜存放可能购买的商品。耐克公司通过迎合顾客的需求，为高购买概率的商品备货，从而利用数据降低在线和店内的顾客获取成本（CAC）。

耐克的商店正在挑战我们今天对电子商务看法的极限。在某种程度上，这家商店强化了我们对电子商务和数字媒体的依赖。耐克直销店总经理凯茜-斯帕克斯（Cathy Sparks）正在跟踪会员参与度和参与度等关键绩效指标，以衡量直销店的成功与否。下一步，耐克将在美国和欧洲扩大 "Live "商店的规模。该鞋类品牌的首要任务是什么？消费者忠诚度。

补充阅读：DNVB 能否实现现代奢华？

By Web Smith |About 2PM

第 288 期：致出版商的公开信

well

To digital publishing executives. Yesterday’s Wall Street Journal published an eye-opening look at one of the best-positioned digital publishers in the industry.  Founded in 2008, Vox Media has raised $307.6 million in venture capital and made several key acquisitions. None of these acquisitions are more important than Recode, the tech news site founded by Kara Swisher. At a valuation in excess of $1 billion and nearly 700 employees (via Linkedin), Vox Media is by most accounts, the model venture-backed publisher.

Ryan Pauley, the brand’s talented SVP of biz ops and strategy also serves as the head of Concert, Vox Media’s attempt to platformize their sophisticated advertising operations. And recently, the company launched “The Goods”, the media conglomerate’s editor-driven attempt at driving affiliate commerce.

The Goods by Vox’s editorial team will publish a range of news, features, ongoing series, videos and Explainers each weekday. There will be an email newsletter delivering The Goods by Vox content to your inbox twice per week.

Vox’s Deputy Managing Editor Eleanor Barkhorn will oversee The Goods by Vox, as well as a team of talented reporters and editors, including Editor Julia Rubin and Deputy Editors Meredith Haggerty and Alanna Okun.

Vox Media PR

This doesn’t sound like the profile of a company that will struggle to reach $185 million in 2018 revenue but it is so. Digital advertising’s collapse is diminishing or has diminished several top publishers: Vice, Mashable, The Outline, and Buzzfeed. And there is no end in sight, as long as the duopoly of Facebook and Google persists.

2PM 数据

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One consistency that you’ll find across many of these media platforms, amidst sagging performance, is the outsized cost of managing advertising executives.

In August, Vox Media announced internally a reorganization of its advertising sales workforce, creating one team to handle major categories and accounts and another to focus on cultivating new business. In April, the company promoted Chief Marketing Officer Lindsay Nelson to become its chief commercial officer in charge of leading revenue growth efforts.

Amol Sharma | Wall Street Journal

One study places the average salary for lower level advertising sales employees at $120,000+ per year, cutting into companies’ gross margins while deepening the dependency on these personnel investments. Meanwhile, commerce operations are often reduced to inconsequential merch operations.

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Vox Media: SB Nation’s Shopify store

But not everyone in the industry sees it this way. Buzzfeed has one of the most robust commerce operations in the industry. In a recent report by The Information, Jonah Peretti’s strategy was laid bare:

Late last year, Mr. Peretti unveiled his “Nine Boxes” strategy in an employee memo outlining the areas the company was focusing on to increase revenue. They included ecommerce, programmatic ads and BuzzFeed News making TV shows for streaming services and TV networks. The goal of the memo was to provide clarity to employees about where they stood in the company’s strategy, one thing some employees had said was missing, Mr. Peretti said.

Publishers must begin deemphasizing digital advertising to invest in direct-to-consumer (DTC) commerce teams. These commerce teams should be equipped to handle all affiliate operations, in line with the brand’s strategy for commerce and advertising. Affiliate commerce operations is not a suitable role for journalists; they should focus on their crucial, core competency: creating and building community around their content. They are the priority!

Issue No. 280: Media companies are brands too

The digital landscape is changing beneath our feet. For publishers to continue building organic readership, they must become brands. Operating as a source of content is no longer enough. To do that, efforts can no longer be siloed, the traditional factions of legacy-styled newsrooms must fall.

There are publishers who are doing this successfully. In No. 252, 2PM took a deep dive into content and commerce. We recognized the media brands that drive meaningful operational margins with DTC commerce. Of these media brands, Uncrate may have the most notable blueprint for a publishing revenue ecosystem. The company generates revenue with (1) well-performing display ads, (2) a coveted native advertising offering, and an (3) online store featuring direct access to a curation of the brands most desired by the publisher’s target demo.

When this flavor of revenue operations works alongside a team focused on delivering relevant content, these three revenue components actually feed an aggregate growth in viewership, advertising interest, and social referrals. Investments into commerce operations indicate that digital publishers have prioritized the growth of self-sustaining ecosystems void of reliance on Google and Facebook. While publishers need the duopoly of Silicon Valley advertising giants, their pie is growing at your expense.

Read more of the issue here.

By Web Smith |About 2PM

第 287 期Spotify 的品牌潜力

Super

Spotify’s chief marketer is leaving Spotify and their next CMO has an opportunity to continue its sprint towards 50% market share. In his parting words with AdWeek, Seth Farbman said:

By all measures, we’ve achieved [our] goals, but we’ve also done something most companies only dream of doing—we’ve turned affinity for the Spotify experience into love for the brand. 

And he’s correct. During his tenure, Spotify found ways to grow brand equity despite the offensive by Amazon and Apple Music. The numbers from January to June tell the story. Spotify maintained a 36% market share with a total of 83 million subscribers. Apple grew 2% market share, reaching a 19% stake of the market (43.5 million subscribers). While Spotify added 11.9 million subscribers, Apple has grown 9.2 million members. And Amazon added a half a point of market share, currently holding 12%.

But according to reports, Apple Music is set to overtake Spotify in terms of paid subscribers. Apple’s early Apple Music strategy consisted of music exclusives (Chance the Rapper, Drake) and live DJ sets (Zane Lowe, etc).

The relationship between Drake and Apple Music benefited both parties. Apple Music got first dibs on Drake’s record-breaking 2016 album Views, while the rapper is now the avatar for the paid music streaming era.

An often overlooked part of Apple Music’s library is Beats 1 radio, which in the case of Drake, who has his own OVO Radio show named after his recording imprint, means his fans have a reason to hold onto their subscription even if no new album on the horizon. Artists like Bad Bunny, Pharrell, Deadmau5, Elton John, Charli XCX, and Frank Ocean all have their own Beats 1 shows, reaching dedicated fans who’d rather connect with their favorite musician than trust an algorithm for song recommendations.

Slate: Why Apple Music is Winning Spotify’s Game

The the recent strategy seems to be Apple’s deepening moat around its hardware. While Spotify’s brand is more beloved, Apple has a growing technical advantage: its devices. By all accounts, iPhone and Airpod users are discouraged from choosing Spotify over Apple Music through subtle UX and Siri roadblocks, akin to Apple’s preference of Maps over Google Maps. This is most noticeable when attempting to control the Spotify app through your Airpods or playing music on your lock screen. In Spotify forums, moderators and community members are advocating that users delete Apple Music if they want a better Airpod x Spotify experience.

Apple’s continued growth will be closely tied to how well it develops Apple Music into the iPhone’s default. By cutting off Spotify’s seamless performance with Apple phones, their strategy is similar to Instagram’s uncoupling from Twitter’s timeline. By making it difficult for Twitter users to view Instagram photos, Facebook fostered its own ecosystem of engagement. Apple is benefitting from the same.

Apple music is for music enthusiasts and Spotify is for casual listeners. While Apple Music believes that this is their advantage, it is Spotify’s key differentiator. And it could decide the future of streaming.

By design (according to Jimmy Iovine), Apple Music makes it difficult to discover music. He believes that the service should exist for music lovers; Spotify is quite the opposite. The platform’s entire user experience is designed around (1) the promotion of artist discovery and (2) amplifying pop music’s inertia. Either you’re learning something new, thanks to their algorithmic and manually-curated playlists or you’re being steered towards the songs that are popular. Apple deemphasizes discovery, in this way.

Spotify’s ability to overcome Apple’s recent and notable growth will hinge on the service aligning their brand with exclusive partnerships. The platform’s defensibility will be closely tied to their faculty to “sell” their product. While this is of little surprise, Spotify’s future may be influenced by how it sells content and physical products.

Brands have sounds too

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One of dozens of user-generated playlists.

There’s a vibe when you walk into Ralph Lauren’s restaurant in downtown Chicago. The walls are mapped in gold framing, velvet, and vintage pictures of anyone who’s ever worn a tuxedo and evening gown well. But something sticks with you long after you leave, the restaurant’s music.

In a conversation with Lean Luxe founder Paul Munford, he had this to say about his effort to build his media brand through music playlists:

Keeps people engaged, keeps things interesting and fresh. Gives folks something cool to listen to each week under the LL banner. Keeps the brand top of mind in that way. It’s not a huge thing but is just another plot point for the brand that adds to the total sum, so to speak. Plus, it’s fun. I don’t think people are used to media or publications behaving this way. But that’s not to say the interest for publications to do more things like this isn’t there. You never know until you try.

Browse Spotify for your favorite retail brands and it’s possible that the brand will have some presence in the app, whether through an official brand playlist or – more commonly – as a fan-generated project. You’ll find “The Glossier Megamix”, “Ralph Lauren Classy”, “Lululemon Spring 2018”, and dozens of lists devoted to Victoria’s Secret. Spotify has a unique opportunity here. More and more brands are using playlists to shape their brand image. Music can provide a halo effect that helps to keep retailers at the top of consumer minds.

2PM 数据

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August 2018 on Spotify: “Lucid Dreams” and “In my Mind” bolstered by Spotify playlists
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Method for music discovery (United States: 2018)

Growing playlist spins through partnership

Given Spotify’s recent decision to secure exclusive podcast partnerships with two celebrities, it’s clear that partnerships are on the executive team’s whiteboard. But this isn’t just about performers and brand evangelists aligning with Spotify. Spotify takes pride in experimentation and, as such, the company is primed to take a page out of Apple Music’s original playbook. The streaming service could make great progress by emphasizing its partnership division.

By the time a song lands on Today’s Top Hits or other equally popular sets, Spotify has so relentlessly tested it that it almost can’t fail. “There are very few artists that get into the flagship playlists and then get kicked out,” Holmsten says. When “Call On Me” made that list, it was already destined to go viral—even though most people had still never heard it.

WIRED: on the power of Spotify’s playlists

Spotify has been somewhat of a kingmaker for independent artists and on-the-bubble pop stars. To amplify this effort, Spotify is overdue to take a page out of the direct-to-consumer marketing playbook. Here are the top proposed partnerships with physical “retailers.”

By attaching discovered music to positive, physical retail experiences, Spotify can amplify a key performance indicator (KPI): repeat listens of new and popular music. Here are a few ideas:

  • Orange Theory | OT has earned a network of over 1,400 locations and a loyal following of fitness enthusiasts and business travelers.
  • Core Yoga | This studio is known for its unique practice and a franchise network of over 160 locations.
  • Soho House | The famed members-only club has 50,000 members and a unique vibe in each of its 23 locations.
  • WeWork | Their offices manage 100,000+ members and over 10,000,000 sq. ft. of workspace.
  • Delta Airlines | known for its pre-flight track list, the premium airliner has the ability to set the mood and the wifi for the Spotify deep-dive to continue throughout the flight.

By generating playlist spins through these locations, Spotify can accomplish two things: (1) generate more revenue for artists and (2) convince artists to sign exclusive deals by way of guaranteed minimum spins per month based upon estimated engagement times at Spotify’s potential retail partners.

Apple Music is catching up to Spotify’s by building a competitive advantage into its hardware; the Cupertino company has grown despite glaring weaknesses in the app’s user experience. Spotify may not be able to ship hardware like its chief competitor but that doesn’t mean that it cannot partner with physical retailers. They can redefine their approach to hardware. Beyond their superior engineering, Spotify’s chief advantages could be their partnerships with retail spaces, up-and-coming musicians, and exclusive content offerings. Spotify has an opportunity to find an advantage where Apple has yet to look.  Spotify’s CEO says it best,

I think long term, we at Spotify have some defensible moats, but success for us will be determined by our ability to move faster than everyone else in the space. And just keep on innovating.

Read more of the issue here.

By Web Smith | About 2PM