耐克推出球鞋“订阅”服务

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.

服装、餐饮和剃须刀的订阅俱乐部已经改变了人们的购物方式，耐克也首次踏入了订阅市场。

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.

周一耐克宣布首次推出Nike Adventure Club，这是针对2-10岁儿童的运动鞋订阅服务。耐克有三种订阅标准供家长为孩子选择：一年4双运动鞋每月$20，一年6双每月$30，或者一年12双每月$50。

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

家长和儿童将能从精选出的约100双运动鞋中进行选择。

"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.

凯度咨询公司首席知识官Bryan Gildenberg说：“这可能是大品牌应用DTC（直接面向消费者）数字品牌理念并将其应用到更广泛的营销策略中最好的范例”。

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

耐克针对的是时间不充裕的城乡地区的家长，他们的居住地附近没有推出这一项目的鞋店。

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.

该公司说孩子的鞋很快就穿小了，每隔几个月就要拉着小孩子去鞋店试鞋会让家长很头疼。

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

该公司说，在网上买童鞋也会出现尺码不合适的问题和退货的烦恼。

"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总经理Dave Cobban对CNN Business说：“我们发现了家长买童鞋时最大的痛苦，这个良机让我们能尝试不同的解决方案。”

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.

耐克两年前开始试运行运动鞋俱乐部，会员已增长到10,000人，Cobban说耐克相信自己已准备好将这项服务推广开来。