耐克推出球鞋“訂閱”服務

Subscription clubs for clothing, meals and razors have changed the way people shop. Now Nike is wading into the subscription market for the first time.

服裝、餐飲和剃鬚刀的訂閱俱樂部已經改變了人們的購物方式，耐克也首次踏入了訂閱市場。

Nike announced Monday that it is debuting Nike Adventure Club, a sneaker subscription for kids ages two through 10. Nike will offer parents three options for their kids: four pairs of sneakers a year for $20 a month, six pairs for $30 a month or 12 pairs for $50 a month.

週一耐克宣佈首次推出Nike Adventure Club，這是針對2-10歲兒童的運動鞋訂閱服務。耐克有三種訂閱標準供家長爲孩子選擇：一年4雙運動鞋每月$20，一年6雙每月$30，或者一年12雙每月$50。

Parents and kids will be able to choose from a selection of around 100 sneakers.

家長和兒童將能從精選出的約100雙運動鞋中進行選擇。

"This is probably one of the best examples of a major brand taking the attributes of a [direct-to-consumer] digital brand" and linking it to its broader strategy, said Bryan Gildenberg, chief knowledge officer at Kantar Consulting.

凱度諮詢公司首席知識官Bryan Gildenberg說：“這可能是大品牌應用DTC（直接面向消費者）數字品牌理念並將其應用到更廣泛的營銷策略中最好的範例”。

Nike is targeting time-strapped parents in the suburbs and rural areas who don't live near a shoe store with the program.

耐克針對的是時間不充裕的城鄉地區的家長，他們的居住地附近沒有推出這一項目的鞋店。

The company says that dragging young kids to a store every few months to try on sneakers that they will quickly outgrow can frustrate parents.

該公司說孩子的鞋很快就穿小了，每隔幾個月就要拉着小孩子去鞋店試鞋會讓家長很頭疼。

Shopping for kids' shoes online also brings sizing issues and return hassles, the company says.

該公司說，在網上買童鞋也會出現尺碼不合適的問題和退貨的煩惱。

"We've discovered a huge pain point for parents around shopping for kids' shoes," Dave Cobban, general manager of Nike Adventure Club, told CNN Business. "This was a great opportunity to experiment with different solutions."

Nike Adventure Club總經理Dave Cobban對CNN Business說：“我們發現了家長買童鞋時最大的痛苦，這個良機讓我們能嘗試不同的解決方案。”

Nike started piloting a sneaker club for kids two years ago. It grew to 10,000 members, and Cobban said Nike believes it's ready to unveil the service more broadly.

耐克兩年前開始試運行運動鞋俱樂部，會員已增長到10,000人，Cobban說耐克相信自己已準備好將這項服務推廣開來。