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[Chinese shoes Network - News] China's Li Ning brand Why did not become Nike & nbsp; & nbsp; from the following aspects in which we can explore the reasons: ?
& nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; & nbsp; has nothing to do with a number of well-known store
First, historically, we and foreign Nike or Adidas gap. Adidas was founded in 1948, Nike was founded in 1972; and Lining Cheng stand in 1990, Anta was established in 1994. A single comparator from "age", we do not predominate.
In addition, on how to create awareness for the sports brand awareness in China, "Li Ning" were the existence of errors, we have been using sales to build awareness. Therefore, China's sports brand is very concerned about the expansion of the number of stores, the main focus on multi-shop, the more sales, compared to the foreign brands, it is easy to overlook the quality of management level every single store and every product . Sports brand among the audience and other consumers are different, they do not look at the number of multi-brand store which went to buy their products, they pay more attention to product functionality, comfort and so these aspects.
"shops plan" Actually, the domestic sports brands, more harm than good. First, in order to rapidly expand the number of stores, will inevitably an important factor in the location of some of these stores, the quality, the franchisee quality abandon, while Nike and Adidas is more emphasis on the quality of the store, for example, select a location, the standards of the shop, carefully selected for the franchisee and the like. Express way will inevitably lead to a decline in quality and taste. Also, thousands of stores this
Cheap foamposites for sale figure refers mostly open in the country, in a foreign country Chinese sports brand shop handful, let alone influence.
Olympic marketing is a "small minority"
From the event marketing point of view, Nike and Adidas occupy the world's most influential commercial sports sponsorship. Needs to be emphasized is that the Olympics is not the world's most influential business events, can only be classified as a "small minority" tournament. In fact, in Europe, football, basketball, Super Bowl (Super Bowl) is the most popular and the most valuable business investment public sporting events. Just-concluded Champions League, Chelsea and Bayern ultimate showdown has attracted 160 million worldwide television viewers, statistics UEFA (Union of European Football Associations) shows that there are at least 220 countries, the audience watched the Chelsea and Bayern collision, watching the game reached a total television audience of about 300 million. 2012 This is by far the largest sporting events to attract viewers. And at the end of February, the New York Giants defeated the New England Patriots in the Super Bowl a new game, also got the attention of 111 million television viewers worldwide.
Chinese sports brands to participate in event marketing is still the majority remain in the "niche" event, in the European Champions League, the American Basketball League and other major sports events in Europe and America these Sponsors and stadium, rarely watch to Chinese sports brand's shadow, while Nike and Adidas are completely occupied large and small sponsor these games. Because our sponsorship of sports brand can not occupy the mainstream international sporting events, so its inf
cheap air jordans online luence in the world will naturally be weaker.
for the design and development to pursue "ism"
For the sports brand, is also important, it is put in money and time on research and development to be more enough. Foreign sports brand in order to develop a feature of a product, it may take 10 years to invest human, material and financial resources to research, by contrast, many domestic brands are more willing to pursue "ism."
Liu Xiang in the just-concluded 2012 IAAF Shanghai Diamond League, with 12 seconds 97 won the championship, and created a world best this year; however, if you noticed the shoes on his feet and that body armor - - Liu Xiang by Nike for the design and development of boots, shirt campaign has been a major stadium, Liu Xiang mysterious weapon. Before the Beijing Olympic Games in Liu Xiang, Nike sponsored the competition for the equipment point of view, from the theoretical analysis, the set and strive to "light, drag reduction," the equipment will at least help Liu Xiang, the best by 0.02 seconds. Designers revealed that Liu Xiang to help realize the dream of defending the Olympic Games in Beijing, Nike's almost "all costs" designed set of equipment.
Most sports brand in China is not only invested in research is not enough, investment in design is also very limited. Hong Kong media reported recently, condition although many other domestic sports brand Li Ning is very generous to give agents, but agents who still complain, they say, each year the brands to their product styles are similar, basically not much Variety.
Sporting spirit is very important
what people choose to do their own brand spokesperson, Adidas and Nike signed all sports sta
jordans on sale mens r. Not only that, they better place is a long-term culture spokesperson. Foreign sports brand focused on the endorsement of athletes from an early age, it may be the beginning of the athlete is not so red, but the brand finds this person, Huiyanshizhu, and to be concerned about and culture, which is a reflection of the spirit of sport, and this point just very critical. Or in the case of Nike and Liu Xiang as a reference, from the fledgling Liu Xiang, the Athens gold medal to Beijing out of the race, Liu Xiang, Nike has stood firmly beside. Liu Xiang successful, a successful method of packaging; Liu frustrated, have frustrated packaging methods. Liu Xiang, Nike never give up. In contrast, the domestic sports brand is very lacking in this respect, and even some brands is to choose a very red movie stars do their own brand endorsement, it is inevitable that some nondescript feeling.
In addition, the country's overall level of strength on the growth of sports and sports brand influence improve also not to be underestimated role. Adidas and Puma from Germany, is well known that Germany is a traditional sports power; Nike from the United States, the level in the range of sports, not to mention the world. In this explanation, it is reasonable the. Like the food brands, like to eat McDonald's people are not necessarily because of its taste, many people are directed at "American culture" going for the sports brand of consumers, the "United States" and "Germany "It's two flagship backing of Nike and Adidas in the world naturally be sought after. China has so far, in internationally recognized mainstream sporting project is not power, strength is considered to be most concen
Cheap jordans online trated in the "non-mainstream" project, which is also largely restricted Chinese birth rate Nike and Adidas.
classic case
"wine" plus "crying," the Nike model
Nike 1972 formally established in less than 10 years time, in the 1980 Moscow Olympic Games for the first time surpass Adidas to become the nation's first brand sports shoes sales. Today, still sit tight in the global sporting goods market share in the highest throne. Nike explore successful Cheats, probably conclude that --- constant innovation and Costly marketing.
Nike's predecessor --- Blue Ribbon Sports in 1972 was first introduced in the United States Olympic Cross Country waffle outsole for sports shoes --- NIKE. Nike sports shoes outside bottom of innovations brought a revolution to change the trend of running sports, the same year, many athletes have started using the Nike sports equipment.
1979, the man named Frank & middot; aeronautical engineer Rudy Nike brings air cushioning concept, this groundbreaking technology makes sports shoes cushioning throughout life. The first use of patented air cushion technology Thaiwind NIKE running shoes born, Nike Air Nike brand to expand, but also makes the Nike sports shoes to become the world market leader.
Classic Nike one by one. 190 g weight of Mercurial SL series, fast response, high toughness, and the entire section is extremely simple shoes, without the slightest superfluous design; soccer shoes, fans are called "Legend" Nike Tiempo Legend series, each generation will stimulate discussion and Follow boom; Nike T90 series is known to be the most lethal boots soccer field, it uses a unique shot-shield technology lets players achieve extremely prec
air jordan 11 space jam for sale ise shot at high speed; and Nike CTR360 series, the classic " Silver Steel "series, AF-1 series, Nike Jordan series and AW77 series and so on.
Not only that, Nike's design also mixed with more emotional factors. Liu Xiang Nike running shoes designed, for example, not only a lot of high-tech elements, but also specifically to take care of the psychological implications --- Liu Xiang on their boots left a "adhesive tapes." Designers said that Liu Xiang, every game, like meditation, contemplation before the start, to catch uppers "adhesive tape" is the last before the start of a movement. "Liu Xiang is required to retain the tape. So, after from Athens, every pair of boots have retained adhesive tapes."
Nike is expected, but it is more assertive. For example, with respect to the core technology of Adidas A3 "ambush" in the soles, Nike max air itself is a beautiful piece of external air, and "fly line" directly reflected in the Nike shoe, not only a new "technology", but also a new design elements. Adidas footwear marketing director Eric & middot; Litke had this to say: "Adidas designers in the design of sports shoes, do not know who the potential buyers is that it has been manufactured good shoes, but not enough. charming. "
Nike's publicity also reflected spare no effort to promote their brands, and even said to be crazy. Only the 2011 fiscal year, Nike spent on advertising and promotion expenses amounted to as much as $ 2.448 billion, accounting for Nike income ratio of 11.73%.
Nike's former marketing director of Scott & middot; Bedbury once recalled the situation in 1987 he introduced the Nike founder Knight advertising budget when, when asked to Bedbury advertising budget from $ 8,000,000 to $ 34 million, in order to make this budget is passed, he was ready for anything. However, Knight has made a Bedbury never considered the question: "how do we know the budget you have raised enough to use it?" The result, Nike's advertising expenditure that year reached an unprecedented $ 48 million. Since then, the company is full of the spirit of innovation in sports marketing has been to maintain spending billions of dollars in brand marketing style.
In the selection endorser, Nike also go elite line. The hottest NBA players have been included Nike's. In addition, Li Na, Liu Xiang, Yi Jianlian, and rising star Jeremy Lin, etc. These great commercial value sports stars have been heavily Nike sign. (Chinese shoes Network - the most authoritative and most professional Footwear News)Nike Free Run + 3.0- black / gold 2013-12-08 22:31:35 It is reported to be on sale this month, Nike Sportswear will launch a Nike Free Run + 3.0 new color, this Nike Free Run + 3.0 black / gold color using the black Nylon material foundation, and with the same color suede material to be wrapped. Coupled with a red lining and gold in the end, very engaging. At first glance this double feeling a little Chinese national team color shoes, if the shoe can move the hearts and minds of the Friends of the majority of it?Date: 2017-1-11 fan: commissioning editor: Paul George's first HD signature shoes Nike PG1 officially releasedoriginally scheduled for sale at the Supreme x Coleman joint motorcycle, due to fears of unnecessary riots, Supreme decided to switch to online offering. The price is about $800-1000. It's time to spell the robot. You and I should be out of the question. Let's see what the motorcycle is like, silent tears.
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