& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] Nike rely on the world's first sports brand prestige, entered China Shique lend select localization hesitate;
?????? hold national hero brand advantage, but in the world gathered in China's top rival, quietly began his international tour.
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 to have this American star product lucky; 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.
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.
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 China's first local sports brand on the occasion, but in full swing started international brand.
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 to be at hand.
But the boss fights between the two did not happen, replaced by an unexpected security dipped.
roots penetrate and dress dream
Nike: international brands grassroots penetration
sports crowd there is a law, at 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."
Nike founder Knight had a dream: "China has two billion feet, we wa Retro jordans for sale nt them to have to wear Nike!" To this end, Nike will dress themselves into a lifestyle evangelist. In other words, not the sale of Nike shoes, just marketing From EMKT.com.cn emotion.
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.
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 1.5 per day expansion in the Chinese market.
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.
Li Ning: local hero dream dress
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.
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.
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 th Cheap air jordans for sale e bull's-eye is also turned to national sports teams. This is undoubtedly its specialization put forward higher requirements.
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 Chinese sports goods company; 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.
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 specialty products in the various technical indicators, with international top-brand products with ratio has been roughly the same, many even even better than the 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.
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.
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.
do international brands alone, "Made in China" image of the product is unable to achieve this dream. Entering the high-end Li Ning did not feel obvious "accli cheap jordans online matization", 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.
local sports stars vs international team
essence of competition between enterprises, is in some ways in terms of competition between people. Nike and Li Ning differences in employing the principle, is the real reason for the two different styles of business.
Nike: Sports fans Sports provider by
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.
Knight said of his employment principle: 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.
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 cheap foamposites worship Huiyanshizhu strongly referrals.
Nike commercials cooperation with Liu Xiang told all Chinese people: "Nike know what you proud!" This should be the best strategy for Nike localization summary.
Li Ning: International Reconstruction Team
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.
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 do the company's overall strategic planning, 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 Peregrine as financial advisor ......
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.
Alibaba's Jack Ma has done such as Li Ning, which he described hims elf as if to do so is the 747 engine fitted to the tractor, the results do tractor almost falling apart. Fortunately, Li Ning, the company did not produce such a result.
Nike can 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.
brand personality compare
Nike: to reshape the image of Chinese Context
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.
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, instead consolidate high-grade and high-priced markets.
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.
survey, Nike China's middle class is the most popular brand. 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.
Li Nin cheap jordans for sale mens g: swing between leisure and sport
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:
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."
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.
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, fashion, sports."
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.
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 "twenty-five earners" a swing in the "leisure" and "movement", it is higher than Nike, Adidas such international professional brand technical difference a chip off than Anta, Reebok such popular brands bits First, it has been between the "leisure" and "movement" hesitant.
At the same time, strong national complex and obscure brand, Li Ning has become the biggest obstacle to the international brand. 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 cor Cheap air jordan 12 ovo porate brand side effects.
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: "Anything is possible (Anything is possible)."
Li Ning, the company's direction has been recognized by consumers. CCTV held "20005CCTV my favorite Chinese brand" selected activities, Li Ning brand is the only one selected sports brand.
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.
Nike is certainly distinctive brand personality, 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.
Chinese nation conceived in ancient civilization in the 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.
accurately grasp the different cultures of East and West national mentality, Nike and Li Ning will be able to successfully dipped further clarify their brand image is the key.
Marketing Strategy of Sports
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 cheap jordan shoes for men 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.
Nike: Investment Rising Star
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.
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 Xiang year contract that is due to movement marketing manager Li Tong's recommendation.
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, special requirements, especially when Liu Xiang competing abroad During sent someone to accompany, assist in handling various affairs interfere with his game, almost the equivalent of half a broker's role.
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; from the 27th, all Nike change Liu Xiang advertising; August 28, Liu Xiang made a sensational championship, this time, people are not impressed by the vision and courage of Nike.
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' Retro jordans for sale s meters and others have Nike-sponsored figure.
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.
Li Ning: diversionary tactics under pressure
because of the impact of various environments, many local companies looking spokesperson purpose, all want their products quickly on star power level to move in order to promote sales. Li Ning Company is also true.
With this pressure, the Li Ning Gradually the focus of marketing to focus on sports marketing, sponsorship is the primary means of Chinese professional sports teams and a variety of sporting events: the Barcelona 1992 Olympic Games, Atlanta 1996 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.
the world to prepare, 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 14th World Women Basketball Championship in Spain to provide women's basketball 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 pro cheap jordans for sale fessional 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.
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.
Learn to Nike, Li Ning will sponsor their focus to do some adjustments, we 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.
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.
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 on the 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.
Compare Nike and Li Ning of China market strategy, we found that the two eldest have committed many mistakes. 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.
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.
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.
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. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: Apparel Network & nbsp; global fashion brand network.)watched so many winter popular single product DOWN VEST in the US, now it can introduce is the set of all elements at the culmination of ultimate VEST, by CdG des GARCONS JUNYA WATANABE COMME card support MAN and MONCLER for the big feather products very dedicated again together to create a very luxurious function with the. down vest
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