The subscription service of the monthly subscription is believed to be no stranger to you. From the video website, shared bicycles to e-commerce, all the big members can be booked in a monthly subscription. Generally, you can enjoy more favorable prices and more services. .

Nike has joined the ranks and officially launched a child named Nike Adventure Club Shoe subscription service for children between the ages of 2 and 10, Nike expressed the hope that this service will make it easier for parents to buy shoes for fast-growing children.

Nike’s children’s shoe subscription service is similar to the subscription service for video sites. The monthly subscription fee is $20, $30, and $50, respectively. Parents can subscribe to 100 children’s shoes including Nike and Converse. Book your shoes.

Of course, the service is different for different subscription fees. The $20 package can order a pair of shoes every three months, the frequency of $30 is 2 months, and the $50 package can get 12 pairs a year. Shoes, calculated at a price of $60 per pair of Nike shoes, the last package is $10 per pair of shoes.

We know that children’s long body is very fast. It is also the demand of many parents to buy shoes for children in time. This is what Nike wants to solve with this subscription service.

However, does a child really need so many pairs of shoes a year?

The American Society of Orthopedic Footaches states that babies under 16 months will grow more than 15 cm every two months, while children from 16 to 24 months will grow 15 cm every three months, and children between 2 and 3 years old The average length of four months is 15 centimeters, and then the speed slows down.

The Nike Kids subscription service is for children over 2 years of age, which means that the frequency of shoe changes is not so high every year. Miguel Cunha, founder of the New York Foot Retreat Center Think children between the ages of 4 and 8 need two or three pairs of shoes per year, and children from 8 to 12 each year have two pairs Shoes are enough.

It seems that 4 pairs of 12 pairs of shoes a year seems a bit too much. Fortunately, Nike allows parents to switch between different packages, or cancel. And if the shoes you receive are not worn, you can return them for free within a week.

In addition, parents who purchase these subscriptions can send their old shoes back to Nike. If they are in good condition, they will donate to children in need, and the wear and tear will pass Nike Grind is recycled, dismantled and ground for recycling to new products. Currently, 71% of Nike footwear and apparel products use this recycled material.

In fact, since 2017, Nike has quietly tested this subscription plan with a service called Easy Kicks. It has only been promoted to some parents through Facebook ads. Currently, it has accumulated nearly 10,000 members, and Nike has also passed these two. Year’s test to understand the needs of parents to buy shoes for their children.

Although Nike Financial did not disclose the sales of the children’s footwear business, a Nike spokesperson said the business has grown 11% in the past year and is one of Nike’s fastest growing categories.

In the footwear brand, such subscription services are relatively rare, but such services are not uncommon in the apparel retail industry.

Walmart does notA long time ago with the children’s clothing startup Kidbox launched a subscription plan for children’s clothing boxes that received different clothing every quarter.

Amazon also launched a “try before you buy” Prime Wardrobe service for members last year. Order 8 pieces of clothes home, try on them before deciding whether to buy them.

Share the originator of the rental Rent the Runway, the main profit model is also a member monthly service, the most expensive package is $159 RTR Unlimited can rent 4 pieces of clothing at a time, no matter how many times a month, there are more than 450 clothing brands on the platform to choose from.

Market research firm McKinsey last year Investigation shows that since 2013, the subscription-based e-commerce service market has grown by more than 100%, and the sales of its largest retailer has increased from $57 million in 2011 to $2.6 billion.

In China, Ali’s 88VIP members have also achieved good results, according to 88VIP leader Xiu Wei introduction, 88VIP users The customer price is twice that of the average user, and the number of items purchased is more than 6 times that of the latter.

Although the demand for footwear updates is generally not as frequent as that of other fast-moving consumer goods, after testing the water-based children’s shoes subscription service, Nike hints that more similar services may be introduced in the future, such as subscription services for runners. Some marathon runners will have to change their running shoes every three months.

Member subscription services are becoming a business model that more and more industries are actively exploring, because not only can user stickiness be added, but the accumulated user images of data construction are also important for product development and marketing strategies.

The title map is from: Nike