& nbsp; & nbsp; & nbsp; April 25, an employee of the Japanese toy maker Tomy's Transformers showcase the company's production of "sports brand guard" ---- "Nike free 7.0." This pair of Nike shoes small types of plastic can be turned into a man named "guard" of toy robots. This toy manufacturers Nike and Japan jointly developed robots from April 26, priced ? 2,625 ($ 22). & nbsp; after the earlier released "grey wolf" color, 2 overwhelmed by Nike's reform under the running free Hypervenom and usher in a new the Anthracite/Black-Cool grey color. Designers chose to personal profile tube shoes black Hypervenom material production, to ensure the provision of light and breathable wear feeling for the user, and shoe design and Flywire fly line technology of blessing also let shoes more fit the foot, finally equipped with free 3.0 running shoes create a barefoot running experience. At present, the shoes can be purchased through Oneness, priced at $$130. (Editor: YOYO) & nbsp; since the beginning of high school will cause concern the nation's LeBron James, by virtue of a brilliant career and numerous honors, become one of the history of the NBA's greates Retro jordans for sale t "high school students" players. And every year, Nike will release a pair to his alma mater St. Vincent-St. Mary high school for the theme of "svsm don't note color, such as this newly launched LeBron's 12 low svsm color as the King James. Continuation of svsm basketball team of the green and gold color, designers chose the black mesh material combined with Hyperposite material composition of the shoe body, and through ink green laces and dynamic Flywire fly line, and golden swoosh and tongue logo echo the theme, and equipped with air max visible air unit and ice blue Zoom Air forefoot presented at the end. The money will be available in September 3rd in the Basketball Nike global designated stores offering, priced at $$175. (Editor: YOYO)NEIGHBORHOOD recently released its latest 2015 autumn and winter clothing line. Inspired by the industrial revolution and the classic American clothing tooling, will both be after military-style blend of design details, release sweaters, coats, wool jackets, leather jackets with a single product. The interesting is, NEIGHBORHOOD this fan series features clothing almost a collection of important moments in Amer Cheap air jordan 12 ovo ican history several costume changes on design elements and tones used were shown unique retro style, add some beauty to the winter cold. It is reported that on NEIGHBORHOOD series is now available for sale online store, like a friend can go to learn.& nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] in September 2014, Li announced his retirement; April 2015, Liu Xiang athletic career farewell on microblogging. Respectively, "stands out to be a" poster and 9 Zhangzhi Jing finished two valuable marketing spokesperson, the star of the number of Nike spokesperson in China also reduced to a minimum over the years.
In other words, Nike lost two great appeal of the brand spokesperson. In 2003, Nike 500,000 yuan / year sponsorship fee to sign Liu Xiang, when Liu Xiang, just a just-coming East Asian Games 110 meters hurdles champion. Liu Xiang of Nike is not the most impressive of his Athens title, but when to retire in 2012, Nike made an alarming rate "great" series. It brings Nike brand favorability is difficult to estimate. According to the survey, when 34% of consumers mistakenly believe that Nike is the partner of the Lon cheap jordans online don Olympics, but the real money man Adidas.
two-time Grand Slam champion Li Na helped Nike Open tennis, women's sports market window two categories. After winning the first French Open in 2011, Li's endorsement fee will rise to 20 million yuan or so. In order to keep the athletes, Nike even allow other sponsors trademark appears on her shirt, which is extremely rare among Nike's spokesperson.
Athletes and sports brand relationship, sometimes even more than they serve the club long-term, and their interests are also close. Adidas Adidas label stuck to recapture a Manchester United shirt from Nike hands, paid 750 million pounds price. Another typical example is Under Armour, the market challenger has now jumped to number two US sports brand, its CEO Kevin Plank at a meeting of the second quarter earnings call that the income should be attributed to skyrocketing UA They signed three athletes.
"Our products are very innovative, but the most important thing is how to serve the athletes." Steve Tsoi, vice president of Greater China Marketing Nike told the "Daily curiosity." Although Liu Xiang, Li Na's name permanently engraved in the nameplate cheap jordans for sale mens on the Shanghai headquarters, spokesman of China's retired still greatly reduces the chance of brand exposure.
Nike never sponsor non-athletes, this strategy will not disappear because the two names change, but they still can refresh their presence by major sports events and marketing activities.
This year is the 37-year-old Los Angeles Lakers star Kobe Bryant? Bryant first came to China 10 times. Shanghai the evening of August 4 Black Mamba stadium, Nike held here a "play tricks" basketball reality show second playoff games, Bryant identity places coaches training these young players for a whole week. This year the number of applicants over the network video collection reached 20,000, of which the proportion of female students accounted for 17 percent, more than 3000 people.
In addition to publishing a weekly 15-minute video clip to show the players the game process. Nike Basketball micro-channel public number will push during the event and the subsequent foundation of basketball training course, convey implant training, the concept of team tactics.
Nike basketball category spend on energy, there are many, from the players to cover Cheap air jordans for sale for professional public lovers: There are All-Asia Camp, high school basketball league, and CBA cooperation ...... in the absence of local basketball star, These activities form is Nike's roots-oriented solutions, a slow and gradual education market.
In fact, lack of trapped in sports culture in China of Nike basketball, soccer and other services has long been difficult to progress. But in the US, a complete Nike marketing formula contains the product, athletes, events, retail and marketing, rely on American sports culture gene inherent existence, the chain was able to operate smoothly. And this time, the athletes Nike product development muse, commercials protagonist, rallying event organized by the shop and is located prominently on display.
In similarly Nike invited to participate in "play tricks" and "Zhan Emperor" LeBron James as an example:? 2003 Rookie of the NBA draft, the same year, Nike used a paper $ 90 million endorsement contract signed. James officially joined the NBA is less than a few months, Nike introduced the first generation of James boots Nike Air Zoom Generation-- Thereafter, both to build its signature Nike shoes annua cheap jordans for sale lly, has been sold to 12 generations. James, the US team won the championship that year, Nike Zoom Lebron 10 also climbed the NBA champion shoes.
In addition to NBA, this mature market also has a night which attract 780 million Super Bowl, MLB league, golf three majors ...... and the New York Central Park jogging countless men and women. In China, sports and cultural bias in athletics and education, despite trying to rebuild its Nike's success formula in China, this process will become quite lengthy because of the deficiencies. Night run organization, organized basketball game, even affixed Nike billboard in a small minority of baseball bar, Nike Greater China, Senior Director of Communications HuangXiangYan to nurture this market is called "invisible return, but must be done investment" .
This is also the first Nike running in China fire up the cause of the series. After the 2008 Olympic Games, all brands are thought wave which shares the mass movement to come, but it did not come, but there are a lot of people due to inventory problems have withdrawn from the market. Nike is one of the many who bet on the time.
provide young group busi ness consulting "Youthology" this interpretation popular running: demand will not because of a sudden liberation of the Olympic Games, this is a process of individual consumers. As the crowd grew, they will come from me by category of consumer expression, looking for like-minded people; they want to control their own bodies, which means that they want to control their own lives - when this combination, the minimum threshold of running is granted choice.
Nike rise in 2009 tried jogging craze, but the end result is more like a "catch up" this trend. Color Run, half horse, all horses are beginning to be held in China, Nike is obviously not the only benefit from this trend in the brand, but he may be ready to get the fullest.
Thanks to Nike + digital movement strategy, in addition to master the best Nike running routes in most cities, also found that users exercise habits during the night. This led directly to the product development department began to add more reflective material. Not only for safety considerations, it let young people feel that running can be a cool thing.
marketing, Nike's advertising campaign several times in the mass m Retro jordans for sale edia to spread the conscious theme running closer, and with conventional line activities and other urban night run. Nike's system, they put the core target group called "Young & amp; Fast" (meaning there is a strong desire for innovation of the younger generation), 19-22 years old, and if you can go to the 25-year-old woman. Everything "Young & amp; Fast" feel cool and affordable products, will be Nike's competitors. Today this area is facing fierce competition Nike, Adidas in addition, there may Uniqlo or apples, to be on fashion items, even shoes Valentino are doing - although most young people can not afford it yet, but do not prevent them Follow these contents. Consumer attention is highly fragmented, to convince them to choose a brand is a complex matter.
the face of competition with fashion brand attributes, professional sports brand itself is still the biggest advantage. Nike on social media rarely follow some hot topics, but the right way to the target population for continuing education campaign, helping a lover to get close to another lover. With "Youthology" Zhang settled founder's words: "Most of the fans were watching, not playing cheap jordan shoes for men , why because watching promote social?."
In China, Adidas and Nike got all the sporting goods market, the largest of two pieces of cake, but their strategy is different. In addition to not sponsored athletes, Nike rarely belong to a group of mid-level brand Converse contact occurs. Adidas addition to a sub-brand Adidas Original and NEO, will choose Eason such entertainers as a spokesperson.
From the earnings perspective, the biggest difference is actually in the retail channel. Nike currently has seven flagship store in China, more than 6,000, more than 300 retail stores, shopping malls counters. Last year, Nike Greater China revenue growth of 3%, mainly from the Direct business (Direct to Consumer) the Meng Jin drive, accounting for 22% of total revenue, but provides this force DTC business accounted for in China region but basically negligible, Nike's own admission, "Our dealers ratio is the highest."
came to Shanghai Huaihai Road shopping district, you'll find a few hundred meters there are several sports brands - Adidas flagship store include its three brands, the traditional men and women, sports differentiate types of product plann cheap foamposites ing ; a little far of New Balance is the name of the new slogan "New street doctrine" into the store the most prominent position is still stocked with retro jogging shoes; Nike is open for almost three store experience, between each other within walking distance of not more than half an hour.
This is not the same functions Sanjiadian: Located abit iapm is full of technology innovation "shoe wall", the new music on the road is put a lot of Nike Lab can not be bought elsewhere designer cooperation and compliance with this paragraph the atmosphere at the high-end series, but that flagship store on Huaihai Road 5 floors, is responsible quarterly display nearly 1000, all products, currently on display in the window is the application of technology Zoom Flyknit running shoes.
In 2014 earnings report, Nike noted an increase in operating costs, as well as the Shanghai headquarters of investment promotion. "Our philosophy is to let retailers invite customers to participate in sports. We will communicate with the dealer, explain our philosophy to make them understand, invest heavily to improve the store environment, to provide customers with a good experience." Steve Tsoi said, Nike will open the shop as a dealer-operated stores to ask.
Nike, all aspects of marketing, including electricity providers should be controlled, but dealers often do not understand the meaning of display: you can still see the sales outlets and flagship stores in many lower-tier cities Nike in a completely different display, basically the goods into the shelf, only distinguish functional.
"Now consumers want you to think about what he wants to create a shopping environment for him," HuangXiangYan said: "rather than in a shop into all things, and then expect him to exclaim that they came to sports paradise. "
In Beijing Sanlitun store, the original two-story full range of products now being transformed into the floor, only running series, because of the proximity consular district, near many office workers in the sports and running. Basketball flagship product line stores will open in Zhongguancun, because it is a gathering place for university campuses.
"Such a consumer walked into the store, you know he's atmosphere and Lifestyle belong here."
From the perspective of maintaining the brand, doing nothing wrong, which means Nike stores are required to do every possible detail, in the standardization of the premise, what kind of business district, the main kind of crowd. The dealer has no way to do the same city and operated stores, Nike is counting on the official website Nike.com function with electricity suppliers to make up.
three consecutive years, Nike sports market share in China only to maintain growth at a decimal point - but Adidas chasing very tight. Also facing the 2008 Beijing Olympic Games after there has been a stock issue, save the performance of Adidas Greater China, is a man named "Gateway 2015" reform program, the core of the program is: offline retail stores from 550 expansion, adding 2,500 stores. This allows rapid recovery from inventory Adidas mire over the current market share is only a difference of 0.1 percent and Nike.
All the sports brand dealers may be opportunities and problems. Under the premise of a lot of inventory, rapid, extensive shop is the best solution, but it may bring consumer experience and brand loss. On the other hand, how has opened shop for further adjustments, as well as how to train the existing distribution system, the next step is related to growth.
Here you may be able to refer Uniqlo example (in earnings, the Nike has long represented the Uniqlo fast fashion brand as one of its competitors). Also has extreme standardization of retail shops, also has excellent electrical business building - thanks to Lynx, these advantages do not stop Uniqlo expansion to second and third tier cities footsteps. In the "curiosity Daily" interview Uniqlo, when the latter's products in Greater China Chief Marketing Officer Wu Hui said that the store is an integral part of all services in the ring, and the shop is UNIQLO in China is bound to do one thing.
Nike current market focus, in addition to "be the electricity supplier spoiled Chinese consumers" to provide better and innovative services, sports and cultural cultivation will focus 6--12-year-old children's sports market. The problem it faces is to find a balance in the wider community and consistent quality experience, how to do it faster, better. (. Chinese shoes Network - the most authoritative and most professional Chinese footwear Footwear News Top Ten Brands Award: http: //www.cnxz.cn/activity/) & nbsp;
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