Building Connections Beyond Transactions
In today’s digital world, the importance of offline experiences is stronger than ever. Brands are realizing that it’s not just about selling products; it’s about building a community. Customers are looking for more than ownership—they want connection and shared moments.
A great example is On Running. They recently transformed their Shanghai store into a “cushioned oasis,” showcasing their CloudTec technology. But they didn’t stop there. They organized over 50 running events across more than 20 cities, collaborating with local eateries for unique prizes like steamed bun medals. This approach mixes sports and local culture, creating a deeper engagement with consumers.
Another noteworthy initiative came from Swisse. Their partnership with Super Monkey, a gym chain, involved high-energy outdoor fitness events in seven cities. With influencers on-site, they distributed samples and gym coupons. This blend of wellness and community showcased how brands can connect with people on multiple levels.
Birkenstock also made waves with their pop-up in Shanghai’s West Bund. They highlighted foot health through interactive displays and even created a “sand walking zone.” Partnering with community groups for activities like city walks and foot yoga not only educated people but also resonated deeply with the local wellness culture.
These efforts show that a strong offline presence creates memorable experiences that customers want to share. This passion for connection aligns with a cultural need for belonging in China. With the rise of running, hiking, and cycling clubs, brands are essential in fostering these communities.
Companies like Lululemon and Hoka One have mastered this concept, intertwining online and offline touchpoints to enhance customer loyalty. For instance, Arc’teryx even offers art classes, showcasing a creative way to bond with customers beyond simple purchases.
According to a recent report from McKinsey, 75% of consumers in China prefer brands that offer community engagement activities. This trend signals a shift from pure commerce to experiences that enrich people’s lives.
Ultimately, brands must adapt, focusing on creating engaging moments that resonate with a community-driven mindset. The future lies in deepening connections, making every interaction meaningful.
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Sports Business, Internationalization,B2C
