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[Chinese shoes Network - Shoes World GUIDE] was founded in the 70s of last century, the Nike company, today 40 years later it seems, no longer a simple sense of brand sports shoes, but a close up Half a century of business legend. Than the prior success, so many people even more amazing, I'm afraid this hook marker is still in a variety of new ways, continue to extend, the interpretation of the previous legend. Nike is the predecessor of the Blue Ribbon shoe company founded in 1964. In 1972, Blue Ribbon officially renamed Nike. In 1975, in order to reduce production costs, Nike Japan's production lines to lower labor costs in Korea and Taiwan, and later expanded to Indonesia and mainland China; 10 years, the rapid rise in the United States, the annual turnover of the mid-1980s, Nike more than 3.7 billion US dollars, occupying more than half of the US athletic footwear market; in 1999, Nike sales have reached $ 9.5 billion, into the "Fortune" 500 ranks, exceeding the original industry leader with brands Adidas, Reebok, was nearly 20 years as the world's successful consumer goods companies. In 2006, Nike's global sales of $ 15 billion step onto the stage, and in 2011, expected to reach $ 23 billion. Performance and brand influence behind the frenzied growth, in the end what hidden mystery? First, the "dumbbell" enterprise operation mode Nike's success of course are many, but the most talked about is its "asset light" business model, almost from the beginning, Nike chose to lower profits, "production processes" outsourced. Thus, not only can freely choose foundries to ensure the lowest production costs, more will have all the energy used in product development and marketing top. This business model, now seems there is nothing puzzling mystery, but at the time, is undoubtedly an unprecedented innovation. Now a lot of shoes and apparel companies follow Nike's "dumbbell" business model to outsource production, but "if you want to start a business it's a virtual business must have its own characteristics of the place, so have their own advantages, the advantage in this premise next, can quickly set critical resource, showcased their brand appeal, whether you are on a wealth of knowledge, is exclusive resources worth mentioning, the enterprise itself must have a core basis, companies must have the ability to make their own dominant position in order to effectively implement virtual operation. " It is said that the enterprise was first established, the founder of the Bill & middot; Mr. Bowerman inspiration from his wife's waffles pan, and ultimately design a new sports shoe soles. Today, Nike's product design office is still called the "Innovation Kitchen" (Innovation Kitchen). Innovation Kitchen to most of the visiting guests, even the most Nike employees are restricted, company with a tone of banter in the nameplate on the door, wrote: "Kitchen powerhouse, No Admittance." In this work center with sports shoes as a think-tank, the designers find inspiration from all areas, from the Irish-style building, the arc line on Stradivari violin family made, all-encompassing . Office of the side show of the wall Nike has produced each pair of Jordan basketball shoes (AirJordan), while in the workplace is filled with new sports shoe design drawings. Since 1995, Nike has come up with $ 50 million per year as a technology research and product development costs, from multiple angles biomechanics, engineering, industrial design, chemistry, physiology and other product research. The company also set up a research committee and the customer committees, hire coaches, athletes, equipment operators, podiatrist and cosmetic doctors, jointly review the various designs, materials, in order to improve the design of sports shoes based on ergonomics. Nike also through acquisition strategy to acquire some new technologies, such as the US company Tetra (Tetra), the company specializes in the manufacture of air bag material, those using the technology vibration series of sports shoes to Nike to create in jordan 3 katrina 2018 the 1980s brilliant critical. Nike hundreds of researchers, specializing in research work, many of whom have a doctoral degree in biomechanics, experimental physiology, engineering, industrial design, chemistry and various related fields. The company also established a Research Committee and the customer committees, including coaches, athletes, equipment, management personnel and even podiatrists and orthopedic doctor, they meet regularly with the company, the audit of various designs, materials, and thus propose amendments objective. More sophisticated activities such as: the human body motion analysis of high-speed photography, athletes treadmill analysis of the situation, there are plans to make more than 300 athletes, Nike experiments, as well as testing and development of new running shoes and running shoes and improve existing material. Nike for product research, development and testing costs per year are impressive aspect of why the presence of ordinary shoes and Nike shoes essential difference, which is the root cause. Nike's R & D system is not merely a purely technical job. Or, it can be used to flaunt the commercial gimmick. Nike R & D has always maintained a principle, "We spent a lot of effort in research and development technology, because the bad products are absolutely unable to cause an emotional commitment." Founder Knight said, "If sold merchandise are not honest, you know sooner or later." In addition, Nike's product styles, different prices, are not the same purpose, to attract a wide variety of consumers. All consumer groups, whether it is ordinary sports enthusiasts, or professional athletes, have such an understanding: Nike running shoes offer variety is the most complete. Therefore, this extreme portfolio strategy has received very good results, which for the Nike company establish a good image in the ranks of the rapid development of running shoes. The most noteworthy is that, for Nike, product design and development is not to cater to consumers, but to guide. Because consumers will never know, what will be the future of the shoes function, therefore, continue to develop the design of new products is the most important. Second, unambiguous brand personality "Sports, performances, free and easy freedom of sportsmanship" is the pursuit of personalized Nike's corporate culture. This has the distinct characteristics of the corporate culture - the traditional concept of anti-corporate image, by company founder Philip & middot; Knight founded. The inception of Nike, Adidas in the US athletic footwear market will undoubtedly dominate. Nike's management is not strict, but must break the strong belief Adidas entire team together. The company's marketing staff, said: "We will be able to judge instinctively, what is Nike's done, what Nike do not do." Since the Adidas belong to the Orthodox, Nike can be very great importance to recognize those who hated Orthodoxy Athletes, such as Steve Prescott Ting Fang scoffed federation of amateur athletes; "love arguing," the Yi Lei & middot; Nastase, the tennis world is a creepy character. These anti-traditional athletes funded after Nike, Nike company challenging orthodoxy, progressive dynamic image. Excellent brand will find a natural symbol of the brand grow in the interpretation of personalized products up another object itself can not be expressed. Knight believes that teenagers imitate ability, extremely sensitive to the brand, the star character wearing often becomes the object of imitation, so just try to make the most charismatic athletes wear Nike, it will be able to attract a large number of people to imitate the country . Was the greatest world-class stars, red man Nike Jordan excellent grasp of the unique ethos, that is perfect and vibrant style of work. Nike by sponsoring the "first night", but also become the ten million who love sports idol. United States, "Daily Variety" Edit Charlie & middot; Kunis said: "Nike's brand identity and linked to business performance and achieved great success Th buy cheap jordans online ese results not only reflected in the sneakers, but also in many others. aspects, such as the sports superstar marriage, shaping vibrant motion image. In fact, every company should ask yourself, your brand promise to consumers is how the emotion. "Nike sparing no effort in the celebrity endorsements. "Good ideas are not abused star, but good use. Do not let the stars become the product of the props, but to become the incarnation of the spirit and the flesh and blood of the spokesperson of the brand. This is a world brand star victorious use of the road is not bad." Nike NOW is the effective use of a variety of world sports stars, only it is not overwhelmed by shining stars, but let the stars shine forever brand. Third, pay attention to advertising strategy to communicate Although the early Nike ad focuses on the technical superiority of its products, but with Nike will look to invest in the wider general consumer population from the professional arena, the "communication effectiveness" has become the true significance of advertising. 1986, Nike is in a propaganda inflatable insole ads, breaking the usual way: in the new melody for "hippies" of the famous famous Beatles song "Revolution" rebel figure, the group dressed Nike products Americans are intoxicated to carry out fitness training, ...... the ad accurately meet the winds of change emerging era of fitness and fashion, refreshing. Nike's advertising very successful political reform, the first reflecting the rapid growth of the company's market share: more than Reebok became the new overlord of the US athletic footwear market. Nike's long-term rivals like Nike have the same emphasis on communication style rather than product features, but Nike product style and benefits have been accounted for in the minds of consumers unshakable position. advertising Reform has earned the market and consumers, more importantly, Nike's transformation, gradually mastered the art of advertising communication, to form their own unique advertising ideas and strategies - be dedicated to communication, rather than sales demand . This strategy and the majority of US company's advertising strategy is different. Nike to expand the first breakthrough in the youth market, consumers in this market there are some common characteristics: love of sports, hero worship, Starchaser strong sense of hope that the subject of attention, thinking, active, imaginative and full dream. For this feature young consumers, Nike and Jordan and some other famous have been, the subject of popular sports stars signing, so that they become brilliant film Nike commercial communication "hero." Many people believe that Nike commercial communication technique is the "star offensive" plus different picture, plot. But that is not the case, played a fundamental role in the communication form but not content, is carried out in the advertising heart to heart dialogue with consumers. Nike advertising communication has thus allow consumers to have a strong resonance effect. When Nike consumer groups for sports enthusiasts, their communication content pains to pass such information to the public audiovisual; Nike sports world like you are "experts," we all know what happened in the sports world. So Nike ad film show is a real objective of the sports world. Nike ad in the women's market is even more imaginative, magical. Nike than Reebok late into the female market, in part because the Nike Air technology revolution think its advertising theme is for men, and if it was in turn attract women, then the men's market is bound to hurt growth. When Nike in the youth market and a firm foothold male market instead concentrate their firepower to attack the female market. Planners creative programs using self-examination, Ms. Janet Charlotte way to understand the inner world of women, with women and women's "dialogue" as the primary means of communication. Advertising works using a strong contrast of black and white picture on the background highlights are intertwined with one word Cheap jordans online air jordan 11 blackout for sale "no", ad text, full of affection, meaningful tone soft but filled with a touching concern and hope: In your life, people always think you can not do this or that. In your life, people always say that you are not good enough is not enough robust enough talent, they say you will not do the physical height and weight No no, do not make a difference. They always say you can not, your life, they will be thousands of times quickly and firmly say you can not, unless you prove your line. Ads are posted on the women's favorite lifestyle magazine. Ad text is not like a sporting goods sales demands, more like a female heart confession, advertising reflects the true characteristics of Nike ads: communication, rather than a stimulus. This ad was a great success, Nike women's market sales growth faster than the male market. The late 1980s, the women's market, Nike, Reebok's far less than the state, a fundamental change has occurred. essence of advertising is to use creative play and moving, rather than self-confession. Nike shoe company by a simple dominant growth for the industry, from the little-known today renowned the world over, Nike marketing communications dedicated work are great. Fourth, the "synergy matrix" management Nike has been vigorously expanding product line, and added a new sub-brand. Nike basketball shoes original main commodity-based, and later launched golf supplies series, and Tiger Woods as a spokesperson, while strengthening the promotion of soccer shoes to meet the football population increase. Nike has acquired advanced casual shoes brand COLEHAAN, hockey brand BAUER, first name brand sports shoes CONVERSE and slippery board brand HURLY, and let alone the brand-name business, and achieved good results. Nike achievements in sports marketing is unquestionable, but Nike marketing has never stopped questioning. Nike also had to have a few comments to consider: First, with the expansion of the brand, Nike brand is no longer "cool"; the second is spending billions of dollars at every turn Nike style in marketing, exposed the vulnerability of marketing management; Third, Nike in emerging markets, marketing localization is not enough, the marketing is not ideal. Public company As a publicly traded stock, the growth is always pressure, Wall Street only concerned about your future growth come from. Nike's chairman and chief executive officer Mike & middot; Parker (MarkParker) confident: Nike is now facing unprecedented opportunities for development, we have the insight on consumer products into advantage the unique ability, which is becoming Nike important causes of global industry leaders. Parker's confidence comes from Nike's marketing organizational change. Nike brand president Charlie Denson announced that Nike will be marketing organization and management changes to strengthen the core of the Nike brand and products in emerging markets and consumer segments linked. The implementation of this change, so that the Nike brand innovation as the support from a product-driven business model, and gradually transformed into the form of a consumer-focused organization, through the key market segments worldwide category management, cost-effective rapid growth. Charlie Denson believe that this is a consumer era in power, any company must shift to consumer-centric. This consumer-centric model has begun to play a role, such as in the Nike store now has Nike + iPod sales mix to meet the fashion-conscious young consumers. Nike strengthened to this end four regional operations center, newly established five core products operations center, four regional operations centers are: the United States, Europe, Asia-Pacific, Middle East and Africa, the five core product operations centers are: running sports, football, basketball, men's training, women health. This is a matrix-style management, the goal is to enterprise resources to critical areas, the core product focus, to seize the largest market business opportunities. Different from traditional matrix management, the key i cheap air jordans s to realize cross-regional, cross-sector collaboration. In fact, Nike has a successful experience, it is the use of this synergistic matrix management approach, Nike set up a special team, soccer equipment company will market turnover expanded from $ 40 million in 1994 to today $ 1.5 billion. CharlieDenson said: In this way, we can better serve the athletes, better deepen ties with consumers to better expand our market share and achieve profitable growth, enhance our global competitiveness. For example, China's basketball market, to develop synergies by the Asia Pacific operations center and global basketball operations center. In the co-production partner, Nike has taken such a pattern: Nike has a "production partner" three strategies, namely the collaborators were treated differently according to the relationship between distance, is more conducive to the company's main products Nike production. The first is the development partner. They manage marketing produce Nike's newest and most expensive "product endorsement", can bear higher production costs. The number of products these companies produce less, they are usually together with Nike to develop products, and carry out joint investments in new technology. Followed by large-scale producers. They staggering scale production of 10,000 to 10,000 products every day, and developed partners will produce 10,000 to 10,000 products. They generally produce a specific type of shoes such as basketball shoes, and is vertically integrated. Nike does not develop products with them, because each company may have to a buyer other production, in order to keep their size. Once again, the development partners. These are the most attractive because of their low labor costs, widespread distribution of assembly locations. These companies are dedicated to the production of Nike, Nike has a strong "guidance" plans to develop into a higher level of their suppliers. To assist in the development of resources and developed partners, Nike and strive to connect the two sides. Developed partners by providing training to some of their own labor-intensive activities transferred to these units to help developing partners. Mr. Zhang Ruimin has said he most wanted to ask Mr. Welch is the question:? How the big companies smaller now personally led by Mr. Zhang Ruimin, Haier ongoing large-scale organizational change, and change quite Nike similar to the core of it is synergistic matrix. Perhaps confirms the old saying: Great minds think alike. Turner & middot; Section Snipes summed up two important questions: First, the company should be from the customer's perspective to understand their brand image. If consumers think there is a difference between the company's brand and products, it shows that the company's brand image management bias occurred. Second, the customer the impression that the company's brand features must continue to be enhanced. This work has to be done every day, not one week once, nor do when sales decline. If the company can not always make customer satisfaction, and even exceed their expectations, then the brand will never become a famous brand, can not, as Coca-Cola, Disney, McDonald's long-suppressed decay calendar that has become the dozens of brands, although These brands also have had ups and downs. In fact, the brand is like a person, only its core values ??and beliefs remain unchanged forever, before self-achievement. The so-called brand must be "sustained success, creativity and pioneering high intensity, resulting in a significant impact on the lifestyle of the public, while other companies may become the object of study." 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Source: TitoloChristmas Gift Christmas gift 2013-12-08 22:49:34 Christmas this year, the Lakers will play against New York Nicks, Nike Kobe has been preparing for this double Kobe 8 System Christmas version, unlike in the past, the Kobe 8 System Joker color will no longer be familiar to us, but still give people a whole shoe "chaotic" feeling, the vamp uses innovative Engineered Mesh mesh material, this material is not only extremely toughness, and also other shoes in the air can not match, the most important is that the mesh material can be color texture to maximize, so it will create the Kobe 8 System Christmas version of fabric like texture, and the effect of ink in the bottom, can be said that this dual Kobe 8 System Christmas version although not "Joker" but wins Like "Joker"". memories of childhood -- Zoom KD V compared to Kobe, Durant entered the League though time is not long, but he and the thunder's growth last year although the obvious to people, unfortunately crashed out of the finals, but everyone knows that the future belongs to the young man. This year's Christmas War, Durant and his thunder team will face the heat again, is it revenge success, or add new hatred, let us 〉?& nbsp; Nike, the world's first sports brand to rely on Viagra, entered China Shique lend select localization hesitate; & nbsp; ?????? hold national hero brand benefits, but gathered at the world's top rival China, quietly he began his international tour. & Nbsp; 1993 in January when a small scale distributors Nike shop in Shanghai, hundreds of people from dawn and began to line up, I hope to be the first one the United States has such a lucky star product; this time, the 3-year-old Li Ning, founder rely on unique personal charm and patriotism rising domestic, mere possession of a seemingly successful start. & Nbsp; 2004, Nike in China market growth rate reached 66 percent, more and more Chinese people to wear Nike; the same year, Li Ning's turnover has been growing steadily, reaching 1.878 billion yuan. & Nbsp; 10 years, Nike's efforts to promote its localization strategy in China market, from the most basic to start cultivating the target consumer group, although suffered a lot of setbacks, but still tough and focused; 10 years of development, Li Ning became the first Chinese local sports brand on the occasion, but in full swing started international brand. & Nbsp; a local boss of China, is a global leader, two orders of magnitude disparity companies, will target the Chinese market, and are determined to win, an electro-optical flint-like passion collision seems He is at hand. & Nbsp; But the boss fights between the two did not happen, replaced by an unexpected security dipped. & Nbsp; roots penetrate and dress dreams & nbsp; Nike: international brands grassroots penetration & nbsp; sports crowd there is a rule, at In the top of the pyramid is a national sports teams, followed by professional athletes, sports enthusiasts Then, the bottom of the average consumer. Follow this rule, Nike established a pyramid promotion model, its core is the "professional sports market to motivate the mass market." & Nbsp; Nike founder Knight had a dream: "China has two billion feet, we want them to have to wear Nike!" To this end, Nike will dress themselves into a lifestyle promotion By. In other words, not the sale of Nike shoes, just marketing emotion. & Nbsp; Nike Shanghai secondary schools to make a donation, so that students can play basketball after school in the school playground. Sort of action soon by the Chinese people's response: Nike's sales grew by 60% in a year. & Nbsp; With the rise of China's middle class, the Chinese people's desire for freedom and individuality have become stronger. Promote cultural, emotional marketing Nike just match up. 2004 year, Nike's sales in China grew by 66 percent, or about $ 300 million. In addition, Nike store at a rate of 1 Retro jordans for sale .5 per day expansion in the Chinese market. & Nbsp; However, in the Chinese market, Nike is still experiencing an unavoidable dilemma: its main sales come from the economically developed eastern regions. Nike, in the underdeveloped central and western regions, how is followed by one of the "infiltration" of the play, is the question they must consider. & Nbsp; Li Ning: local hero dream dress & nbsp; Li Ning, the company has a good start in the Chinese market. Early start, its long-term annual growth rate of more than 100%, in 2001, when its sales reached 700 million yuan, only 300 million yuan, Nike, Adidas is only 100 million yuan. From 1997 to 2002, Li Ning has maintained a continuous six years of Chinese market share in the first. & Nbsp; In the context of economic globalization, the Chinese market, the competition is more intense, Li Ning company realized that in order to become China's first, you must become an international brand. To this end, Li Ning Company internationalization, specialization identified as its strategic goals, and to develop the first international brand, then the international market strategy. & Nbsp; In order to meet the international brand strategy, in the second half of 2003, Li Ning Company decided to promote its own brand of high-end axis turning professional sports market, branding the bull's-eye is also turned to national sports teams . This is undoubtedly its specialization put forward higher requirements. & Nbsp; In fact, Li Ning, the company has already embarked on a road of specialization: in 1998, the company established a local company first garment and footwear product design and development center, became the first independent development of China sporting goods company; in 1999, in cooperation with SAP AG, the introduction of AFS solutions for clothing and footwear, to become China's first ERP implementation sporting goods business. & Nbsp; Since 2004, Li Ning, the company launched a professional football, basketball, tennis, running and other products, according to the evaluation results Chinese University of Hong Kong shows that these professional products in various technical indicators on , compared with the international top-brand products have been comparable, even superior to many even international top brands on key indicators, so get professional athletes and consumers generally recognized and welcomed. Spring 2005 has just launched a series of professional ultra-light running shoes Run Free in the country have emerged selling situation, focusing on the promotion of the eight cities, have emerged buying phenomenon. & Nbsp; & nbsp; professional international brand image will undoubtedly further enhance the competitiveness of Li Ning products. In 2004, sales of Li Ning products reached 1.878 billion yuan. At the same time, it has reached more than 1,000 certified stores, nearly 3,000 sales outlets. & Nbsp; 2004, Li Ning, the company officially listed for trading on the Stock Exchange of Hong Kong, is China's first sporting goods company conducted an IPO. After the success of the listing, Li Ning Company can undoubtedly firmer, more calmly on the specialization and internationalization of the road. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Comments: & nbsp; do international brand alone "Made in China" products are unable to achieve this dream image a. Entering the high-end Li Ning did not feel obvious "acclimatization", its "Nike-style" tactics to promote the high-end market successfully curb the momentum of rapid development, Nike, Adidas, and also an occasion to differentiate the tightening step followed Anta, Reebok and other second-tier "stubborn" forces. Obviously, this nifty "kite turning over," is to keep in mind the hearts of investors. Li Ning, the company's office from sports stars in the halo and the fog came the difficult but finally gradually matured. & Nbsp; local sports stars vs international team & nbsp; essence of competition between enterprises, is in some ways in terms of competition betw air jordan 11 space jam for sale een people. Nike and Li Ning differences in employing the principle, is the real reason for the two different styles of business. & Nbsp; Nike: Sports fans Sports quotient by & nbsp; In Nike's 40% of employees less than 30 years old, their day's work is so arranged: noon in the "campus" in the sports and leisure center sports two hours, then work until evening. Nike business location, like the campus, have a forest, jogging trails, lakes, football field. Nike founder Knight wanted to create a peaceful working environment, he believes the world already confused enough, working time should be like home free. & Nbsp; Knight said principle when it comes to his employer: first love sports, then was broken in the old rules of business conduct. It enabled a lot of really keen on sports staff, so Nike always able to accurately understand and understanding of the law and the opportunity to develop the sports industry, which is enough to make a lot of impact on consumer products and its positioning. & Nbsp; According to custom, Nike in China employ a lot of retired professional athletes as a professional manager, to provide professional services to athletes. Li Tong is such a typical example. As Nike in 1981 signed the first athlete in China, he is now marketing manager of Nike, responsible for contacts with the National Athletics Association. Nike signed Liu Xiang and enable its success as an advertising spokesman, Li Tong is the worship Huiyanshizhu strongly referrals. commercials Nike and Liu Xiang cooperation, told all the Chinese people: "Nike know what you proud!" This should be the best strategy for Nike localization summary. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Li Ning: The team of international transformation & nbsp; As a fast-growing local companies, 15 years, Li Ning not only had the joy of rapid growth, but also experienced all sorts of pain. subject to slow the development of Chinese sports economy, a serious lack of domestic industry both familiar and familiar professional talent. Therefore, after the introduction of an international baptism of mature professional managers, it would be the only option Li Ning Company. Li Ning Company has access road construction from Coca-Cola, the terminal building is very strong professional managers, have store management from the Baleno, for retailing very mature professional managers. In the field of finance, human resources, and Li Ning, the company also invited from outside more than a million annual salary of four director-level cadres, they come from different industries. & Nbsp; In addition, the Li Ning Company is also active in various fields to expand cooperation with international companies: Leo Burnett hired world-renowned company helped draft the new brand awareness programs; hire the world's largest professional services organization PricewaterhouseCoopers to do the whole strategic planning company, the focus in 2008 Li Ning how to prepare; the introduction of Singapore state investment companies, including international investment company, to promote the company's international management thinking; hired BNP Paribas Qin as financial advisor ...... & nbsp; Since then, media reports, Li Ning Company is under its adjuvant to spend 186 million pounds (about 2.65 billion yuan) acquisition of British veteran sports business Umbro. So far, Li Ning has basically completed the formation of an international chariot. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Comments: & nbsp; Alibaba's Jack Ma has done such as Li Ning, which he described himself as if to do so The Boeing 747 engine fitted to the tractor, the results do tractor almost falling apart. Fortunately, Li Ning, the company did not produce such a result. & Nbsp; Nike can rely on single-handedly promote the localization of the Chinese market, but under enormous pressure to survive they have to rely on Li Ning external forces in order to achieve their internationalization. & Nbsp; & nbsp; Nike, Li Ning Company & nbsp;? Founder Philip jordan retro 14 white/fuchsia blast/black Naitelining & nbsp; before the start of professional accountants gymnast & nbsp ; educational background in Business Administration degree from University of Oregon; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; an MBA from Stanford University, Peking University Law School LLB; & nbsp; & nbsp; Peking University Guanghua School of Management EMBA & nbsp; entrepreneurship time in 1964 the company established the Blue Ribbon Movement, 1972 changed its name to Nike in 1990, the creation of the Li Ning brand & nbsp; 2004 annual revenues $ 13.7 billion ($ 300 million Chinese market) 1.878 billion yuan & nbsp; company time to market 1980 2004 & nbsp; advertising theme Just do it & nbsp; I can Everything There may & nbsp; Development Vision 2010 revenue topped $ 20 billion in 2008 to become the world's leading sports brand, in 2018 to enter the global sporting goods 5 Strong & nbsp; now position as the world's largest sports brand in China's largest sports brand & nbsp; leader Nike wanted to go beyond the discussion of defeat Nike, the only way is to comprehensively and accurately imitate us, and then identify the different points to break. Although Nike did in the world, but we do not need to develop according to its mode. & Nbsp; logo & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Nike and Li Ning infos comparative table & nbsp; Brand Personalized Compare & nbsp; Nike: reshape the image of Chinese Context & nbsp; Nike minds of consumers in China is the coolest brand. It is the most popular cultural experience in China, Nike, personalized, creative, dynamic, vibrant and leisure, and other basic values. With these brand connotation as value-added products, Nike will not only barriers are not high-priced sales, but the achievements in the Chinese market a unique brand value - cultural identity. To some extent, Nike has become a symbol of popular culture, it becomes a cultural identity in the minds of consumers agree refuge points. & Nbsp; 1999, Nike launched low-priced sports products in the Chinese market, but the price-cutting strategy has not only failed to open up new consumer markets, but to make the original high-priced products has been widely questioned, Nike had to quickly withdraw troops Ming Jin, in turn consolidate the high-grade and high-priced markets. & Nbsp; After losing price-cutting strategy, Nike is also aware of its brand in the minds of Chinese consumers as a unique cultural status and symbolic function. In recent years, Nike to further expand the sports marketing model and range, put a lot of celebrity endorsements, advertising, publicity and personalized fashion brand philosophy, brand core value to its plus points. & Nbsp; survey shows that Nike is the most popular brand of Chinese middle class. To some extent, today's Nike, completed a cultural remodeling miracle in the Chinese context, the remodeling of the Chinese people for sports, fashion, the concept of popular culture, has become a symbol of identity and status of the Chinese people. & Nbsp; Li Ning: swing between the leisure and sports & nbsp; 2001 In April 2009, Li Ning Company please Gallup company for it to do a comprehensive consumer survey results will be Li Ning brand of invisible injury exposed: & nbsp; target consumers blurred. Li Ning, the company's target consumers are located: between the ages of 14 to 28 years old, student-oriented, medium-sized cities, like sports, advocating trendy fashion and international trends. But the real purchasing Li Ning Sports Goods but core consumer ages between 18 to 45 years, living in two cities, middle-income, not "sports of heavy consumers." & Nbsp; brand in danger of being forgotten. Brand loyalty is the consumer of worship Li Ning's generation, the new generation of chasing fashion, Li Ning brand is the generation gap. & Nbsp; brand's personality is not clear. In the eyes of consumers, Li Ning brand personality is a "affinity, ethnic, sports, honor," Li Ning is not struggling in recent years to create a "young, fashi cheap foamposites on, sports." & Nbsp; brand connotation was severely diluted. Li Ning's product line continues to expand, make it difficult to figure out what his "flagship product" is. More products will allow consumers could not figure out, "Li Ning" in the end is what the concept. & nbsp; Li Ning line listing in Hong Kong in the previous week, the famous American media, "Wall Street Journal" poured cold water on the Li Ning brand, it said Li Ning brand is a swing in the "leisure" and "movement" The "twenty-five earners", it is higher than Nike, Adidas such international brand of professional technical difference a chip off than Anta, Reebok such popular brands bits First, it has been between the "leisure" and "movement" hesitation undecided. & Nbsp; biggest obstacle at the same time, strong national complex and fuzzy brand image, has become the Li Ning brand internationalization. As a world champion, Li Ning, who carries too many national color and patriotic feeling. For this reason, in recent years, Li Ning has rarely appeared in the media, in order to minimize the personal brand of corporate brand side effects. & Nbsp; In addition, Li Ning company around a new generation of consumers to create a brand image gradually clear up. Li Ning, the company hired international advertising company Leo Burnett helped draft the new brand awareness program that will target consumer group in China of high-class young people and teenagers. This generation is mainly to participate in sports activities for entertainment and leisure purposes and not race. To this end, Li Ning, the company also launched a new advertising slogan: & nbsp; Li Ning, the company's direction has been recognized by consumers, "Anything is possible (Anything is possible).". CCTV held "20005CCTV my favorite Chinese brand" selected activities, Li Ning brand is the only one selected sports brand. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; Comments: & nbsp; consumers that "Li Ning" like them around a distinctive character is not a friend, that he was very cordial , very familiar, but it is the lack of a distinct personality. & Nbsp; Nike brand personality is certainly distinctive, but in their efforts to realize the localization of the Chinese market, due to the culture of the Chinese nation to grasp the mentality is not accurate enough, also met with the new Chinese puzzle. & Nbsp; civilization of the Chinese nation conceived in ancient Yellow River, which created the Chinese people advocate gentle subtle character, and to promote virtue and charity, the weak and poverty alleviation moral values. The Western civilization conceived in Greece facing the sea, so train Westerners believe in survival of the fittest philosophy of survival of the fittest competition. & Nbsp; accurately grasp the mentality of different cultures of East and West of the nation, will be the success of Nike and Li Ning whether the wrong car, to further clarify the key to their own brand image. & Nbsp; Sports Marketing Strategy Analysis & nbsp; sporting event is the major brands, "Central Plains" of the battlefield, whether it is sports or non-sports brand brand, have sought to use sport to build brand image. But sports marketing needs to their own characteristics and the combination of sports events, brand positioning, corporate culture, management style and sporting events linked to whether appropriate, whether you can truly reflect the value of the brand have decided the success of sports marketing. & Nbsp; Nike: Investment Rising Stars & nbsp; corporate sponsored events often have to spend huge amounts of money. Nike rarely sponsoring sporting events, but it's brand exposure but never less than others. & Nbsp; Nike brand exposure just a small part of all the work to maintain long-term contact with the athletes is much more important. Nike Chinese company has two marketing department, a brand marketing, a sports marketing department, responsible for advertising the former public affairs, which main job is to serve signing players. Liu Xi jordans on sale online ang year contract that is due to movement marketing manager Li Tong's recommendation. & Nbsp; Since 2003, Nike began to Liu Xiang, opened a "special treatment", try to provide help to assist in the Nike range, including arrangements to attend a number of activities to meet the clothing, equipment, and other special requirements especially when during the game to send someone abroad, Liu Xiang, accompanied by a variety of services to help deal with the interference of his game, almost the equivalent of half a broker's role. & Nbsp; 2004 ?? 8 24, he took part in the group preliminaries before the Olympics one day hurdles, Liu Xiang Nike ad theme began playing in the national and international editions with Nike ads evenly divided over the time period in Liu Xiang; 27 onwards, all put Liu Xiang Nike ads; August 28, Liu Xiang made a sensational championship, this time, people are not impressed by the vision and courage of Nike. & Nbsp; In fact, at the Athens Olympics, Nike-sponsored China has 24 national team, the Chinese team won 32 medals, the Nike-sponsored athletes belonging to 12. The Chinese delegation made a breakthrough project on the Athens Olympic Games, in addition to the men's 110 meter hurdles, tennis, canoeing, women's meters and others have Nike-sponsored figure. & Nbsp; Nike is the only company willing to invest in the future of the company. Nike most willing to do, to do the most good is to develop stars of tomorrow. China now because of the loss of the most famous sports star Yao Ming, Nike signed so under Chinese who expected to enter the NBA rookie Yi Jianlian ????. Not a pure sport turn into a business, contract money trouble, but to create the opportunity to develop his ability to break through. Some would say that only big companies have the strength to do so, but Nike original size of small companies do now, is because he insisted on doing so. & Nbsp; Li Ning: diversionary tactics at a pressure of & nbsp; because of the impact of various environments, many local companies looking spokesperson purpose, all hope quickly stars influence on the level of their products move to promote sales. Li Ning Company is also true. & Nbsp; Along with this kind of pressure, Li Ning, the company will focus gradually to the centralized marketing of sports marketing, sponsorship is the primary means of Chinese professional sports teams and a variety of sporting events: 1992 Pasai Ronaldo Olympic Games, the 1996 Atlanta Olympics and 2000 Sydney Olympic Games, Li Ning sportswear been standard equipment Chinese athletes. Li Ning, the company also perennial sponsor of the Chinese table tennis team, gymnastics team, shooting team, diving team, sports teams and even some other provinces. & Nbsp; prepare for the world, in 2001, Li Ning, the company's first overseas image of the shop was established in Santander, Spain; September 2002, Li Ning Company to participate in the fourteenth session of the World Women Spanish Women's Basketball Championship basket provides the game service. In addition, Li Ning sponsored France, the Czech gymnastics team, sponsor of the Russian university student teams. August 2004, Li Ning brand along with the Spanish basketball team won in the Athens Olympic Games, an occasion to launch professional basketball shoes Free Jumper series, became the first professional basketball into the market a brand of ...... Li Ning sports marketing companies continue to increase their efforts and scale, and further accelerate the process of internationalization of the brand. & Nbsp; More than ten years, Li Ning spent doing a variety of events brought to 150 million yuan, at present, Li Ning Company for brand promotion funds, has accounted for 11% of total revenue. But because there is no matching funds into the budget, promotion of sponsorship system after the difficult start, as well as input-output ratio is not ideal. To compensate for this deficiency, Li Ning internationally accepted reference 1: 3 standard, to invest after the sponsor supporting the promotion funds. & Nbsp; learn to Nike, Li Ning will sponsor their focus to do some adjustments, started to increase the intensity of cooperation with the star athlete. January 2005, Li Ning Company to become NBA strategic partner, acquired the right to use NBA players do branding. & Nbsp; & nbsp; & nbsp; & nbsp; Comments: & nbsp; Nike model investment rising star Li Ning is worth learning. Nike lost despite China's most commercially valuable sports star Yao Ming, but they found before the Athens Olympic Games, Liu Xiang, China now has signed the most hope for the future to enter the NBA rookie Yi Jianlian. & Nbsp; Li Ning's internationalization efforts, the effect is still limited. In order to meet the current situation in Western society respected personal hero, Li Ning seems to be more attention focused on the discovery and development of star players full commercial value. China is a huge market, the market has great room for growth in the future pattern of sporting goods, and who can stand the Chinese market, but also in the international market will certainly have a strong influence brand . Follow Nike and Li Ning in the Chinese market, the wrong car, we can accurately grasp the pattern of future world sporting goods market. & Nbsp; Compare Nike and Li Ning of China market strategy, we found that the two eldest have committed fewer errors. However, a great company is great, is not due to its continued success, but it can be when confronted with difficulties and setbacks still loves to keep, and ultimately self-transcendence. A beat to death the company more than a large company value of existence. & Nbsp; If there is no comparison, the results of 10 years of Li Ning Li Ning gained sufficient comfort temples of white hair. But put on the global sports economy platform, Li Ning and even dangerous, because an industry capable of generating opportunities for international brand is limited. And now, this opportunity did not increase, but is less and less. & Nbsp; Fortunately, Li Ning still have a chance. They are now the only international brand "Weiweijiuzhao", aiming to consolidate the position in the Chinese market. At present, the Li Ning Company internationalization is becoming increasingly concentrated, listing also good for building an international financing platform, in cooperation with the international companies are increasingly frequent. In the near future, Li Ning will not be satisfied with merely make an international brand, and will do the international market. That yes, Li Ning and Nike will no longer just a competition for the Chinese market. & Nbsp; Li Ning said that China would not do Nike, Li Ning, the world do. However, in the process of internationalization, Li Ning to keep in mind: only to become China's Li Ning, Li Ning in order to become the world.Shanghai, April 20, 2015 - the world's leading sports brand PUMA recently released the latest evoPOWER 1.2 football boots, a new form of new color collocation was bright red and green, making this a launch has become the focus of boots on the court. PUMA football star, Chelsea team headed center player Cesc Fabregas? (Cesc Fà bregas) has been in the last week of Manchester United team for the first time to wear the boots. Followed by other PUMA signing players, including Olivier Giroux (Olivier? Giroud), Mario (Mario Balotelli)? Balotelli and Dante (Dante) and others will wear the boots of mettle. new PUMA evoPOWER 1.2 uses a number of innovative technologies to effectively enhance the players when playing explosive force and accuracy. Boots design inspired by playing barefoot, provides maximum flexibility, especially by strengthening shot in the moment of the foot is more explosive. The upper part is made of light and super soft microfiber, which is played longitudinally rather than laterally, so that the freedom of movement is guaranteed while supporting the force. The improvement of accuracy is due to the details of the GripTex pattern detail used on the vamp. The pattern enhances the ball accuracy and gives the player excellent ball handling in any climate. At the same time, lightweight AccuFoam foam interior design allows the ball surface clean and tidy, and further help improve the player's accuracy. in the appearance of the ball boots, the new evoPOWER 1.2 color inspiration from the Japanese Dragon - is a collection of speed, strength, wisdom and agility in one of the traditional symbol. The heel was designed and printed with the Japanese green dragon stamp, bright red shoe is also printed on the runway PUMA classic white pattern, in contrast to the distinct impact on the vision, but also enhance the quality of football shoes. Cesc? Fabregas said: "the new evoPOWER boots design meet my aesthetic, as a Spaniard, really can not resist the charm of red boots. It looks really amazing, dragon pattern heel boots make more out of the ordinary. I'm looking forward to putting it on and doing well in every game." The new color evoPOWER 1.2 football boots will be available at PUMA stores from May 2015. 1 2 on the next page, the next page, Meng baby also tide! Adidas Stan Smith baby series next page review Jordan Brand recently brought the new "Militia Green" color to the Air Jordan 1 High Nouveau. The body of the shoe by the high quality of nubuck leather, black and olive green patchwork showing uniform flavor, color metal reflective mirror Swoosh such as skiing is very eye-catching, then combined with the white midsole and rubber outsole, priced at $150 $. -- -- -- -- -- -- -- extended reading -- -- -- -- -- -- every day at six, on the way home from school, the 1626 WeChat public number makes you home! it's one of the most attractive Hairstyles for girls! can do so much for the team to take part in the marathon? Zhou Bichang? jerseys collocation! Sexy and unassuming you may have overlooked why do the boys have no resistance to girls wearing AJ? - - - - - - - - - - to the tide recommended - - - - - - - - - - Nike Benassi Print Slide black and red flowers Reebok LX8500 retro running shoes first year color matching, full of experimental nature of Jordan Sky High for "flying pigs" special build, Nike, Air, Max, CB34, "Home" color matching commented on last article: "the first year of color matching, full of experimental nature of Jordan Sky High next article: for" flying pigs "special build, Nike, Air, Max, CB34," Home "color matchingin front of the new double tone Nike LeBron 11 Low although the low-key black shoes, but lined with fancy color rubber sole can form a strong contrast, more out of the ordinary. The number of 642849-078, is expected in July 31st on the shelves. in the market caused a great disturbance of Lebron? James (LeBron James), the day before with its upcoming eighth generation war signature shoes appeared in his new work in Santiago organized by skill training camp. You can see from the picture, when Emperor Lebron went off his feet, he is wearing a pair of black "Blackout" Nike Air Max LeBron VIII. The game also discovered another mysterious Nike Air low Max basketball shoes, do not know if it will be the future of the Air Max LeBron VIII low version. Please be sure to pay attention to the follow-up reports that we will bring to you later.Nike SB Dunk Low "Marty McFly" will be on sale in May 2015-04-24 12:21:46 who we exposed earlier this double Nike SB Dunk Low in the movie "Back to the Future" as the theme, with the Nike Air Mag with paragraph color, choose a light gray hue as the main body of the shoe, with the details and the lake bottom Pomo Crystal blue outsole. Although this shoe does not yet have leaked details of available information, this double Nike SB Dunk Low "Marty McFly" have been identified will be in May to meet with you more news we will continue coverage for everyone, and interested friends They also invited a lot of attention, oh. Weibo Company Cooperative Contact Us Copyright Beijing Seth Times Media Culture Co., Ltd. Copyright? 2015 SIZE media, All Right Reserved. Beijing ICP 13028176 Nike Air Foamposite One "Hologram" cool tushang 2015-08-27 10:57:34 & nbsp; As yet another new work, Nike Air Foamposite One series, I believe many fans will definitely stop and observe, this Nike & nbsp; Air Foamposite One "Hologram" holographic Bright vamp looks like the Nike Air Foamposite One & nbsp; "Quai 54 "uppers exactly the same, so bright and full of vamp and then with the blue crystal outsole, highlighting the entire two-shoes colorful brilliant. The shoes will be officially on sale November 27, item number: 314996-900, like friends may wish to continue to focus on it. & nbsp; Golden Horn silver horn Play Cloths x Saucony "Precious Metals" shortly before the latest figure reward 2013-12-08 22:57:22 sports shoes brand & nbsp; Saucony success to join the popular trend of people & nbsp; Pharrell Williams The main reason street brand Play Cloths, to Shadow 5000 for the design blueprint, launched this "Precious Metals" shoes suit. One gold and one silver design is impressive, strong metal texture. Like a friend can log famous shopping site Oneness view purchase details.earlier, in addition to the two GRIZZLY BOOTS-FOLK, run by the village century Japanese fashion brand visvim this season also launched a new design of the Decoy Duck Boot-Folk outdoor boots. Based on traditional Duck Boots based on the new shoes, you can see the Decoy Duck Boot Alu-Folk and Decoy Duck Mid-Folk in the shadow of the design, the Horween Leather Company birth of tanned calf leather with suede is made, which is more a pair of shoes with leopard decorative details, finally equipped with Vibram rough outsole has?. It is reported that this Decoy Duck Boot-Folk has been purchased through the brand online store, a total of three color options, each priced at 128000 yen. -- -- -- -- -- -- -- extended reading -- -- -- -- -- -- every day at six, on the way home from school, the 1626 WeChat public number makes you home! it's one of the most attractive Hairstyles for girls! can do so much for the team to take part in the marathon? Zhou Bichang? jerseys collocation! Sexy and unassuming you may have overlooked why do the boys have no resistance to girls wearing AJ? - - - - - - - - - - to the tide recommended - - - - - - - - - - Nike Benassi Print Slide black and red flowers Reebok LX8500 retro running shoes Kim Jones Louis Vuitton x fragment exposure design new joint boots Clarks released spring 2017 Veg-Tan vegetable tanned leather series comments on last article: Kim Jones exposure, Louis Vuitton x fragment design brand new joint boots next article: Clarks released 2017 spring and summer column , new SOPHNET. and Vans jointly released the shoes. This time the two sides in the Classic Slip-On shoes on the big article, since the summer season. SOPHNET. logo five pointed star pattern covered with indigo upper, supplemented by white field, highlighting the atmosphere, simple aesthetic, and no street fashion temperament. The collar of the shoe and the surrounding white stitching is the punchline, all reflect on the details of the SOPHNET. excellence. Shoes will go to SOPH. stores in May 28th. -- -- -- -- -- -- -- extended reading -- -- -- -- -- -- every day at six, on the way home from school, the 1626 WeChat public number makes you home! it's one of the most attractive Hairstyles for girls! can do so much for the team to take part in the marathon? Zhou Bichang? jerseys collocation! Sexy and unassuming you may have overlooked - - - - - - - - - - to the tide recommended - - - - - - - - - - Nike Benassi Print Slide black and red flowers Reebok LX8500 retro running shoes classic color to, Nike, SB, Zoom, Stefan, Janoski, "Digital Floral" shoes officially shelves Nike, SB, Zoom, Stefan, Janoski launched a new color review on an article: classic color to Nike, SB, Zoom, Stefan, Janoski, "Digital Floral" shoes officially shelves next article: Nike, SB, Zoom, Stefan, Janoski launched a new color