Unique products like Nike logo Swoosh, similar to the teacher play Pigaizuoye “hook”, meaning “the wind out”, which clearly demonstrated the movement path of running shoes, Nike also expressed a bullet-like pace of development.
Air Jordan 1 However, it is possible to express a kind of inexplicable disappearance came to a rigid and fall into the trap of arrogance, “the wind out” can also be seen as “out of the hush.”
In the late 90s, Nike seems to come to a halt overnight, bringing to an end a few years ago, 30% of the revenue growth. 97 onwards, has sales of around 90 billion yuan. 97 years of Nike’s profit 796,000,000 U.S.
Air Jordan 2 dollars, but this year (2001) fiscal year, it is estimated that only the realization of 590,000,000 U.S. dollars. The Company’s shares are currently only 40 U.S. dollars up and down, and the balance of its previous price of 60 dollars, and has maintained more than 52-week price momentum balance.

There is no doubt that Nike is in a weak position.

Old has been hidden
Historically, the key to the success of Nike: imitation, cross-cutting, brand management and technology to clear the way. The first three are from Adidas, where “understanding”.Air Jordan 3 Nike in 1875 were the initial Knight Steve Ballmer and come up with a copy of the new Adidas running shoes, but in a propane rubber soles to do, put up a small rubber soles on a round nail. The results of this “biscuit Hua Fu” the popular running shoes, Nike will become an independent and Adidas watershed in the competition.

In fighting with Adidas, Nike, Adidas absorption, to operate their own brands, the production contract to the low-cost “small producers” do their own shoes of the main design and development, Air Jordan 4 At the same time, the design for transfer to other types of shoes in the area. This was later considered to be Nike to promote the continuous progress. Nike, Adidas is also beyond, that is: the evolution of technology products to enter into more markets, with the greatest potential to obtain prior approval from the product mix.

Nike to break a dogma: that in the past, in the footwear industry, if you produce a wider range of products, resulting in the production areas is so wide that there will be many troubles. Air Jordan 5 Production because the scope is too large to the detriment of productivity, so that the cost increase. So by thinking of the old invasion of the sex strategists will be reminded to narrow the scope of production, but those hard-cut products, to focus attention and resources, will be the century of the secret trial in a bad mood.
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Nike DIY

There are times personalized personalized marketing, Nike is another creative NIKE ID. Personalized custom shoes the services now being introduced to China.
HU Miao airport in the capital have a decent work. Home after hours, open the computer, log on its Web site, he transformed at this time,
MapleStory Mesos became the site of the run, and this site is run by HU Miao own in order to facilitate their own NIKE ID of the agency business.
In 2002, HU Miao study in the United States, for the first time come into contact with the NIKE ID, which NIKE is a value-added services to enable customers to design their own shoes, according to their own preferences may change any body parts of the shoe color, but also In some of the specific location of the embroidered his name from the color of the match to their own personalized logo according to choose their own preferences. Air Jordan 22 At that time, the United States has some of the services provided by the store.
In 2006, HU Miao return to China, looking for work again after the setback, he thought 4 years ago, he had no knowledge between NIKE ID services. NIKE, despite the service was launched four years, but has tended to the development of localization in China have not yet know how many more people do not have this service. On the other hand, but he also noted that more and more young people to pursue their efforts to want to dress the character, cheap mabinogi gold DIY has become a trend today. NIKE ID and DIY happens to coincide with the idea of an independent venture in the hearts of the HU Miao began.
The earliest preparations for HU Miao is one of the completion of his first find a site to do the study in its own Web site to do online color - NIKE ID can be a large part of the DIY is a good selection of shoes after his own style With color, followed by HU Miao carried out market research. One day in November, HU Miao Chinese NIKE ID do not have any publicity agent Web site, opened in silence.
In the eyes of the HU Miao, NIKE itself represents a trend, and NIKE ID and full of personality. Air Jordan 23“I feel NIKE ID this thing is suitable for China, after all, not foreign domestic limited so many shoes for sale, want to buy a pair of personalized shoes that have a very high price, it is appropriate ID.” Ordinary pair of NIKE wave Shoes in the price of 600 yuan or so, and after following his DIY, double the price, but in the HU Miao appear to be cheap, “Our pricing is not high, as the most expensive shoes will be around 2000, but not A limited edition of the expensive shoes than a lot. ”
Despite the date, HU Miao NIKE ID has not made available for sale in China, only the United States NIKE ID Web site agent, but he still took a lot of business.
mabinogi money “My ideal is to allow people to put their own brand names.” HU Miao in this kind of business prospects in the eyes of a lot, although we all do in sports shoes, but at the mention of the NIKE is a decent trend. World Brand Laboratory (brand.icxo.com)

Nike is indeed the trend. Last year, the movement in the field of fashion products when push Nike + iPod. The campaign device in the new Nike sports shoes Moire shoe a built-in sensors, it passed with Apple’s iPod product Nano music player wireless receiver communicate with each other. Nike and Apple to launch the campaign this device in North American markets after 10 weeks, on sales of 1,000,000 pairs of a breakthrough. Jordan 19 Nike is not only the attractiveness of the sports arena, in Hong Kong AF1 “Air Force Love” exhibition, the singer Edison come up with its own range of a dozen Nike shoes to participate in the collection on display in China as a whole, as Edison So many people are fans of sports shoes. “Indeed, NIKE and the lead in creating a culture three years ago Chinese shoes is no culture of NIKE shoes in China has created a culture.” NIKE brand manager, said Xu.
Nike to open sports and cultural centers in Beijing 798, the intention is very clear, it is shown that Nike is not only the function of sports shoes, fashion and more creative life. warhammer items “Motor function is the foundation of Nike footwear from the nature of science and technology has not. But in the brand culture, pay more attention to the Nike sporting goods products to operate as a fashion, can be keenly observed in the current fashion trend.” Cheng Zhi说.

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The post-Jordan era Nike

“In addition to the well-known Tiger Woods, and no sex scandal like the negative news, but also enthusiastic about charitable, very friendly. Of course, the important thing is to business in the United States, white-collar workers and entrepreneurs like golf. These are resistant Grams of the reasons to choose the tiger. “Sports marketing expert Cheng-chi told reporters. In 1996, Woods and Nike’s head of a 6-year contract, Air Jordan 19 however 40,000,000 U.S. dollars, while Woods is also excellent value for money, Woods Nike endorsement of the first year, Nike Golf equipment sales increased by 110% .
Chi Cheng in it, in Jordan, the United States basketball is no longer produced in Jordan as a hero of the general public. “You see now the U.S. basketball ‘Dream Team’ are devalued. Is not a low level of technology, but ‘the people of San’, the young players and also the young Chinese, more and more personalized. The most obvious That is, runescape accountsthey do not have a generation of Jordan’s national pride, even the Olympics, neither money, and also worried about the impact injured League, a lot of people do not want to take part. “Sports marketing, said Cheng. In his view, in terms of credibility, which do not have the basketball team is more reassuring than Woods.
Even if the “good guys” is not everyone love Woods. By the end of 2000, when Woods and Nike signed a 5-year high of 100,000,000 U.S. dollars contract, said many black children are old Woods, playing like a white; and white children’s clothing, he said, “look Very funny. ”
As a result, Nike focused on the expression of personality, the Nike brand director David Latham said: Air Jordan 21 “We are going to ask the children: most of you who want to do? Think we will hear them say, ‘I want to be Jordan ‘, but we have heard is’ I want to do their own’. ”
Nike’s Tiger Woods in the era of personalized basketball more tension. A new generation of air-cushioned shoes, Air Force 25 selected 6 in the NBA basketball star as a new generation of advocacy, according to the official Nike, six of the new group is the meaning of personality: Kobe Bryant’s tenacity,
dofus jol the LeBron James King style of the traditional core of Rasheed Wallace, Amare Stoudemire of the strength of Parker’s France and a sense of cool-Carter’s maverick.
The brilliant ad copy to the expression of Nike’s basketball culture. 25 years later, “six” to the “sixth” to pay tribute, in 1982, when the first pair of Air Force 1 was produced, Nike was invited to lead the Philadelphia 76ers won the NBA championship Moses Malone 6, and other NBA players, as the spokesman for the new shoes. Air Force 1 was the beginning of the personification, “It almost covers the basketball court for all of the elements of the force, and its core values, and who but myself can do is a show of force.”
Air Jordan 21 Nike is a fortune from the basketball court, Jordan has not had that kind of “perfect”, a new generation of Nike basketball shoes, using a new six-character combination of the group. to be continued
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Than technology and sports, more importantly, Nike has seized the opportunity of the younger generation of the pulse of fashion, Nike has been selling fashion and pop culture.
“In fact, it is a simple, easy to understand the shoe-making technology, will only air into the soles, runescape gold that is, the formation of flexible insoles, so it.” This is a critic of the industry in the United States special issue on the campaign against Nike Air shoes The views expressed.
Jan 5, 2007, 798 Art District in Beijing, Nike vice president and general manager of China Wei Han-ting and two Air Force 1 the same year with the birth of the young people of China, a joint press the black door of the switch - Nike 706 started the space. Nike, the sports culture in the exhibition hall opened on the occasion of the launch of the first theme of the exhibition is the Nike Air Force 1 twenty-fifth anniversary exhibition to commemorate it seems that no great invention.
Nike Air Jordan shoes is a product of the times. Air-cushion technology is not insurmountable, 25 years ago, Reebok to follow up the development of the “shoe bomb jump” Jordan 22 (Reebok Pump Shoe) in the technology and it is also well-matched. However, technology and sports, more importantly, Nike has seized the opportunity of the younger generation of the pulse of fashion, Nike has been selling fashion and pop culture.

Air Force myth

“I was born in the stadium, long on the streets. From New York, Philadelphia, Baltimore, to the footprints all over the world … …” “I am speaking style, urban culture is the basis of … … from the hip-hop music to the never-ending urban beats, I am the eternal, indispensable. ”
Nike 706 in the opening ceremony, the United States, a senior basketball writer Isaac Perry unique to Chicago with his accent, read his Air Force 1 for the creation of the Long Poem “I am a source of strength.”
The air-cushion shoes of the Anniversary of a bit too lively people feel dizzy. From the local Chinese well-known Hip-Hop band “Kung Fu (Kong Fu)” Perry sang in Chinese poetry, runescape money and the United States well-known musician Bobby is Tuojiaxiya Ji Yang, China DMC and DJ three-time champion Wordy In the next goal of starting their own DJ Biao on the stage to play the disc effort. Subsequently, the national Hip-Hop music scene Godfather V-nutz, Hip-Hop pioneer DJ’s Fortune, as well as a mixture of Hip-Hop, reggae and jazz musicians singing the band have come Raph stage.
In addition to Perry’s poetry reflected the high-handed, Nike, the air-cushion shoes history is a cultural indelible memory. With “Air” Jordan, Nike, the U.S. has become a lightning hook on the street culture favorites. Throughout the 1980s, Jordan’s influence goes beyond basketball,
Jordan 23as a burgeoning of the Hip-Hop icon. Basketball star and street musicians who share a common cultural temperament: defiant, between the behavior of the mainstream culture is full of disdain and provocative.
Have led the trend of the movement’s pan-cultural values, and that is why Nike qualified as a collection. Nike 706 in the wall of the exhibition, on display more than 100 pairs of the different periods of Air Force 1 shoes, Nike possession of these runescape items collections from the Museum and the United States, mainland China and Hong Kong collectors who carefully collection.
“Why are collectors such as the day to 25 years in hot pursuit of a new shoes? Because the Air Force 1 is the first basketball shoe evolved into a culture of success stories.” Nike’s brand manager for China, said Xu. to be continued
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June 30, in the United States, New York, Rockefeller Center, the Beijing Olympic Games is about to set off the U.S. national team released by Nike to design a new uniform. Air Jordan 23 The new ball Nike Aerographics service uses technology designed to form the structure of the mesh so that the air district has been cut in half the number of yarn, so that the ball becomes lighter service and more breathable. Nike Swift technology used to do ball-service-to-weight ratio of the current use of the ball served to reduce by 31% in the uniform application of fabric to reduce the length of 25 cm. Designers from the history of the United States draw inspiration, the design pattern “We the People ” runescape money The design will also be used for the appearance of the new team clothing on the war. Nike brand president Charlie Denson said the world, “We are very honored to be the world’s top athletes to develop new products, in order to build a basketball’s most innovative service basketball and basketball shoes, has always been committed to helping our athletes to improve performance and fully explore Their potential. “At the same time,” the eight team dreams, ”
Air Jordan 22 held in celebration of the fans, with thousands of fans arrived at the scene of the interaction between the battle for the Olympic campaign.

The National Men’s Basketball Coach Krzyzewski had selected Duke University Hall of Fame, served as assistant coaches are Syracuse University and Hall of Fame coach Jim • Bo Hemu, the New York Knicks coach • Michael Anthony as well as Germany’s Portland Trail Blazers coach Nate McMillan •. 2008 U.S. Olympic men’s basketball team line-up: • runescape items Carmelo Anthony (Denver Nuggets), • Carlos Boozer (Utah Jazz), • Chris Bosh (Toronto Raptors), Kobe Bryant • (Los Angeles Lakers), • Dwight Howard (Orlando Magic), • LeBron James (Cleveland Cavaliers), • Jason Kidd (Dallas Mavericks), • Chris Paul (New Orleans Hornets) , Tai Xiaoen • Prince (Detroit Pistons), Michael Reed • (Milwaukee Bucks), • Dwyane Wade (Miami Heat), Deron Williams • (Utah Jazz).

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If the wind and Latin America opened a sports car is the dream of an adult, then have the newest pair of Nike (Nike) is the desire of adolescents.

Nike is the successor in 1964 to set up the blue ribbon shoe company. In 1972, blue-ribbon changed its name to Nike. In 1975,
mabinogi money in order to reduce production costs, Nike will be Japan’s production lines to lower labor costs and South Korea and Taiwan, and later extended to Indonesia and mainland China; 10 years, the rapid rise in the United States, the mid-80’s, Nike, Inc. in the Turnover of more than 3,700,000,000 U.S. dollars, the U.S. sports shoe market, occupied more than half; in 1999 Nike has annual sales of 95 billion U.S. dollars into the “Fortune” 500 ranks with the industry than the original brand leader Adi Das, Reebok, as in the past Air Jordan 2320 years of successful consumer goods companies in the world.

In the United States and Beaverton, Oregon City, a four-story headquarters actually see a pair of Nike shoes. The employees were just busy doing two things: One thing is the establishment of a global marketing network and the other thing is to manage it all over the world. Do not have a production equipment, Nike created a global empire. That is the essence of Nike’s business model virtual operators.

Internet business is to show to the network through its own marketing strategy to help enterprises to engage in activities the purpose, it is necessary to achieve the basic purpose of such a tool, business is business Web site. In a modern network environment, warhammer power leveling the site has turned into business enterprises to display their own marketing strategy of a window. In some large foreign enterprises in business Web site, the site of such a business function, has been the evolution of painting people come to God, the whole business of marketing a business website through a window, glance. There are a lot of very vivid example of that business to the Web site, the following can be seen a few examples of some well-known foreign companies is how to use this method to display their own marketing strategy.

Nike (nike) also have a very good Web site, the site in front of the first two sites, do not sell anything, the business website is aimed at a variety of ways similar to the one into a sports club,
Jordan 19 fans Club form of a Web site that his main purpose is to attract a variety of different forms and fans come to the site, exchange and mutual consultations, chat with each other, to provide fans a place to chat, similar to what we call Beijing bars some of the fans, the fans, like restaurants, Nike (nike) through this site is some way to his many sports fans, to attract fans to his Web site up.

The topic of sports, fans of the discussions with his propaganda. An obvious example is that Jordan is one of the many sports fans in the hearts of the idol, a large number of idols in the hearts of the fans, then Nike (nike) on the company by the name of Jordan to the production of sports shoes. In order to promote the sport shoes, Nike (nike) through the company Web site to highlight information in the form of Jordan, runescape powerlevelingJordan He encouraged millions of fans to write to the Jordan e-mail and a letter from the number of persons per cent, will be Nike (nike ), A free Bulls basketball vest on the 23rd. At the same time, they also need to note the many letters of Jordan with Jordan fans, there might be a person will receive a message directly to the Jordan. Of course, this was written was that he live, in fact the net result is that some people may have received, some people simply will not receive, but it does not matter, he highlighted that such an image of Michael Jordan, as well as the fans and Jordan Communication between.
Jordan 20 So many fans are willing to use in such a way to express their feelings about some of Jordan and a number of worship. It’s just passing through such a way to promote sports shoes, such as Jordan with a series of Nike-related merchandise. You will find that this publicity will lead to the effect of Michael Jordan sports shoes sold in the surge, even though he has not sold the network in a pair of shoes, but in traditional stores, the traditional business of retail orders will increase. This will increase many, many businesses. The results of this business is absolutely no need to have to network the way to complete the purchase.

At the same time, there is similar to ESPN, and so do some of the sports channels, sports and so on a commercial Web site, but also on many, many sports fans, sports a hot topic of discussion. In these sites engage in such a hot topic of discussion Why? They made it abundantly clear what the purpose is to provide the majority of sports fans a chance to provide a place for them to talk to their grievances, to talk about their idol and so on, through such activities, shrewd business site Managers, runescape powerlevelingfound that many of the red from the public interest, public consumption and hot spots of interest to the public values may change the trend of the future in their product advertising, advertising products to choose characters, they are conscious that with the public Consumer trends consistent with the public hot spots and the focus of public concern in line. For example, the recent star of discuss was a particularly large number, then he will be invited to do this type of sports shoes ad. It is clear that an example, if Nike (nike) Jordan invited companies to do advertising, he would not allow Jordan to make a pair of football shoes of the ad, if so, there is no value. So, this is a marketing effect. Jordan 21 Business Web site and marketing business in the course of the role of these examples is a good explanation.

This explains the most basic Internet business is to use the network and business sites such as a tool to expand our business operations and various marketing activities.
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Now, running as an increasingly popular way of urban health, the elderly, children, men, women are enthusiastic about this. Whenever I see the sweat, and fitness are in high spirits when they think of the world famous Nike. Nike is the time to seize the runescape money Americans jogging fitness craze achieved great development, it seems that domestic enterprises have not felt this huge market space.
Nike innovation
Nike (Nike) was founded in 1964 by an accountant • Phil Knight and a campaign • coach Bill Bowerman co-founded, has become a leading world-class brand. Mr. Knight then took only 35 U.S. dollars a student requests the design of the Nike logo, the now famous hook value of the mark has been more than 10,000,000,000 U.S. dollars. 40 years of development, Jordan 19 Nike has become a business legend, and its success is well known that the production of a virtual business model, to Nike’s excellent product design and excellent marketing tactics to control the market, and production will be outsourced .
Many enterprises are to imitate Nike’s virtual production, but very few successful. Why? It should be said, is not producing any hard virtual mystery, but because everyone knows that production at the “smiling curve” in the most low-end, the thinnest profits, want to curve toward the development of high-end design and marketing itself Is a very particular about the creative fields, want to always maintain a competitive advantage, enterprises must maintain a sustained, outstanding ability to innovate. Nike’s behind the virtual production, is the founder of two highly innovative spirit.
The story is well-known: runescape accounts• Bill Bowerman from the President’s wife baked custard pie Kaomo inspired and, ultimately, to design a new sports shoes soles. Today, Nike’s product design is still room called the “Innovation Kitchen” (Innovation Kitchen). Innovation in the kitchen of the vast majority of visitors, or even most of Nike’s staff is restricted, with the company Schezo tone in the posting of signs on the door: “powerhouse in the kitchen, No Admittance.” In this sport shoes to work for a think-tank Center, the designers from various fields to find creative inspiration from the Irish-style architecture, the family produced by Stradivari violin on the arc line, all-encompassing . Office of the display on the walls of a Nike has produced for each pair of Michael Jordan basketball shoes, and in the workplace is full of new shoes design draft.
More profound innovation from Nike, known as the father of the • Phil Knight, an acknowledged master of marketing. An American sports industry consultant, said with emotion: Jordan 20 Mr. Knight can be said to have a power to create a new industry. He is to become star athletes, the rich, he is so into fashion goods, sportswear, so he is a small business into an international big companies.
Nike was the first celebrity endorsement to take off the way well-known manufacturers, as early as 1973, he hired long-distance master Steve Prichard • Ting speak to his sneakers. Jordan hired in 1985 as the spokesman of the more famous so that Nike, the performance of a long red. Nike and was also the first to pop music and sports marketing companies combining, in 1987 to take its first Beatles music in the Nike sport shoes in the ad, created a sensation.
Marketing organization changes
Over the past few years, runescape accounts Nike greatly expand our product line and added a new brand. The main commodities of the original Nike basketball shoes to focus in recent years, while sporting goods introduced golf series, and Tiger Woods as a spokesman and at the same time to strengthen the promotion of football shoes, football in order to meet population growth. At present, supplies football family business has been as high as 10 billion U.S. dollars, occupy 25% of the global market in the European market is as high as 35% of the share. M & Nike has a high brand-name casual shoes COLEHAAN, brand-name hockey BAUER, the first brand-name sports shoes CONVERSE slippery and brand-name plate HURLY, Jordan 21 and give a free hand to operate the brand name alone, has made good achievements.
Nike sports marketing success is beyond question, but Nike marketing question has never stopped. Nike also has a few points have to seriously consider: With the expansion of the brand, Nike brand is no longer “cool”; second in the Nike marketing spending billions of dollars at every turn on the style, exposed the loopholes in the marketing management; Third, Nike in emerging markets, the lack of local marketing, marketing is not satisfied.
June according to the latest annual report released by the company’s financial, Nike’s annual sales income of 16,300,000,000 U.S. dollars, an increase of 9% in net income of 15 billion U.S. dollars, up 7%, net earnings per share reached 2.93 U.S. dollars, up 11% Is also a record. But as a publicly traded shares of public companies, growth is always pressure, dofus gold Wall Street is only concerned about your future growth come from. Nike’s chairman and chief executive Mike Parker • (Mark Parker) is full of self-confidence: Nike is now facing an unprecedented development opportunity, we will have on consumer insights into the products advantage of the unique capabilities, this is Nike become the world’s major cause of the industry leaders.
Parker’s self-confidence stems from Nike’s marketing organizational change. Nike Brand President Charlie Denson announced that Nike would carry out marketing and management changes to strengthen the Nike brand and emerging markets, core products and consumer market segments. The implementation of this change, so that from the Nike brand in order to support innovation, product-driven business model, and gradually shift to consumer-centric organization,
Jordan 22through key market segments of the global category management, cost-effective to achieve rapid growth . Charlie Denson that this is an era of consumer power, any of the companies were required to shift to consumer-centric. This consumer-centric model has begun to take effect, such as Nike in the store is already selling the Nike + iPod combination, in order to meet the pursuit of the young fashion consumers.
To that end, Nike has strengthened the operations of the four regional centers, the establishment of five new core products operations center. The four regional operations centers are: buy mabinogi gold the United States, Europe, Asia-Pacific, Middle East and Africa. The five core product operations center is: running, football, basketball, men’s training, Ms. health. This is a matrix-style management, the corporate goal is the key to the region’s resources, focus on core products, the largest enterprises to seize market opportunities. With the traditional matrix management, the key is to realize cross-regional, inter-departmental coordination. In fact, Nike has been a successful experience, this is the matrix of co-management, Nike set up a special team to football’s supplies from the market’s turnover in 1994 of 40,000,000 U.S. dollars to expand Now that’s more than 10 million. Charlie Denson said: In this way, we can better serve the athletes, better and better consumers, better to expand our market share and achieve cost-effective growth, enhance our global competitiveness. For example, Jordan 23 the Chinese basketball market, the Asia Pacific operations center and global basketball operations coordination center to open up.
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Nike did not always do large-scale sporting events sponsors of the tradition of the Beijing Olympic Games, therefore only its long-term marketing strategy part of it. As a result, around the start of the Olympic brand in other promotional activities is very important. Since 1982, Nike has been working with the Chinese General Administration of Sport co-operation, a total of 24 sponsors in support of the Sports Federation, Jordan 21 which participated in the Summer Olympic Games, 21, including track and field, basketball, taekwondo, beach volleyball, swimming, tennis, and so on. Nike athletes for the association to provide clothing, shoes and a number of technical support, in addition to the Olympic Games will greatly attract people’s attention, for many years a firm grasp of cooperation and the future direction of the more important.
For Nike, the next Olympic Games will not make it like Adidas Deal or No Deal as “crazy” move, the firm’s culture Star model with a unique brand personality along with the culture of the 08 Olympic Games, “catalyst” will be Nike put into the track.
Shuiyingshuishu wait and see
There is such a statistics have been reproduced many times: According to statistics, the sponsor of the Olympic Games in Atlanta, more than 200 enterprises, only about 25% of the companies to pay off, some companies only have been a number of short-term benefits runescape accounts, nothing more enterprises, a lot of uncertainties Have a direct impact on the return of the amount of Olympic marketing.
It should be said that Olympic marketing is not fast food, the sports brand companies. Every time before the campaign must formulate a clear strategy for science, which includes not only the details of the short-term media, retail, advertising, public relations return, Jordan 22 including the long-term business objectives, marketing and follow-up follow-up work there is still a long way To go. As a result, in a short period of time we can not assess the three sports brand the company’s Olympic marketing Shuiyingshuishu. It may take 3 years or even 5-year cycle in order to see: Are we talking about adidas madness of the rules, or smart outsmart Li Ning, or the Nike Danding Dragon in the world.

In this paper, tags: Nike, Adidas Li Ning
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Li Ning, “Quxianjiuguo” the success or failure of geometric
Four in a row has become China’s Li Ning clothing athletes to accept the award, the Olympic Games came to the door, but could not extend the brand’s national Olympic track, warhammer videos which in the minds of the number of people have some regrets. Li Ning, but soon adopted a non-Olympic marketing “Quxianjiuguo” strategy: Li Ning with the China Central Television sports channel signed an agreement - 2007 to 2008 broadcast of the program and the program’s host and tournament appearance when reporters are required to Li Ning apparel license with. Li Ning’s decision also indicates that Chinese enterprises learn to start a rational choice.
In fact, as early as the 2006 Doha Asian Games, Li Ning, has been using the same marketing strategy. Air Jordan 23It means that in this way through the CCTV Olympic channel to watch Olympic events live and reported, is bound to host and reporter who noted that the Li Ning LOGO, so as to achieve visual advertising revenue. Li Ning has chosen the rate of appearance in the competition with Adidas’s strategy is to adopt a “cutting category of” marketing tools to find a very broad audience, at the same time to avoid a positive Adidas attacks, in the lower On the basis of the cost of access to the market perception.
Li Ning has been done shows that the Chinese enterprises to the world For the determination of its unique vision worthy of sponsorship incisive extol. Sponsored athletes is the same equipment,
runescape items the Li Ning marketing and Adidas are different: in addition to Li Ning has signed four of the 2008 Olympic Games, “the gold medal Dream Team” - Chinese gymnastics, shooting, table tennis and diving team , The sponsor Li Ning in other overseas targets are legion, including the 2004 Athens Olympic champion Argentina men’s basketball team, men and women basketball teams Spain, Sweden, and other delegations. But the choice of these objects sponsor Li Ning is the result of last resort, because sports giant Nike has long sponsored 24 Chinese sports associations, which track and field, swimming is more likely to have a lot of gold. Li Ning is the more important of these teams brought about by the long-term effects of advertising, such as Spain won the men’s basketball on the Jordan 19 2006 world champion, Li Ning was once so famous in Europe.
Indeed, as a listed company, Li Ning brand in addition to consideration, to consider return on investment and shareholder interests, and so on, so this “Quxianjiuguo” non-Olympic marketing strategy, and indeed understandable and admirable.

Nike rival Adidas Why, Li Ning
Adidas legitimate, in order to Li Ning’s bid to become Olympic partners and play over time, runescape accountsthe World Sports giant Nike brand is non-interest bearing in a low voice to the implementation of their Olympic marketing plan.
As a willingness to invest in the future, good at cultivating a rising star of the company, Nike has a significant in-house team dedicated to looking for potential athletes. They can be a series of events at home and abroad and on the sports industry and insight, with mining potential and is not super-famous athletes as spokesmen, and cultivate and signing long-term. Since 1985, Jordan had just entered the NBA, to the 2004 Athens Olympic Games Liu Xiang, last year just to visit the NBA’s Yi Jianlian, Jordan 20 Nike is at a lower cost access to the image of endorsement. “Star + personality” of the brand image, even in the Olympic Games will not be much change.
For this Olympic Games, Nike has taken with as little change as the “hidden-marketing” - not since the Olympic partners, Nike will focus on the game equipped with athletes, particularly those Gold may have the athletes. The game is undoubtedly the most attractive elements of the audience, when we concentrate, hold your breath, cheap runescape accountshis eyes keep a close eye on the top players in the running, as we enjoy the gymnasts in slow motion replay over and over, and how can we forget They dance with the “hook” LOGO, Nike naturally reached the visual impact of brand publicity. As a result, the rate of appearance in the competition this point, Adidas may not necessarily have to grasp the win. to be continued
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Data show that: by 2010, China’s sports industry output value of up to 28,120,000,000 yuan, MapleStory Mesos after the United States is considered the most promising consumer market, sporting goods (Japan the third largest). There is no doubt that Adidas if they can not quickly win the Chinese market, can only indicate the global market of a new round of the failure. Adidas president, Mr. Hainer has said that “in the hope that Adidas in 2008 to become the first Chinese brand, in 2010 China sales of 10 billion euros. China and Japan, the two regions will become second only to North America’s second-largest market. “As a result, Air Jordan 20 it is not difficult to understand why they are willing to use more than Li Ning at least 300,000,000 yuan’s price to become partners of the Beijing Olympic Games.
Adidas has become the Beijing 2008 Olympic Games partner What does it mean? Adidas will mean that Beijing 2008 Olympic Games, Beijing 2008 Paralympic Games for all staff, technical officials and volunteers to provide sports equipment; At the same time, China’s Olympic sports apparel partner of the Beijing 2008 Olympic Games in China Sports delegation will be dressed in Adidas sportswear. Then regardless of play from the scene, television or through the network, when athletes on the podium, the referees give penalties for athletes volunteer services, especially in the more than 200 countries around the world to make the most viewers look forward to the awards ceremony , As long as several dozen minutes of the winners of the upper body must be close to the “three bars” firmly embedded in the hearts of every audience.
In addition to the Olympic Games so on their own brand image to the world audience to stay strong visual impact,
mabinogi goldAdidas’s long-term plans are: China will be integrated into the core of global strategic importance, from a strategic defense to strategic offensive by Beijing 2008 Olympic Games brought about by the sports industry’s economic environment, increase their market share and brand penetration, completely changed the Nike brand online and offline brand to attack the positive side effects.
In order to the long-term planning, three years ago, Adidas has begun the deployment of the “China Plan.” Adidas respectively in 2005 has become the Chinese Football Association, the 6 Zhongguopaixie’s national team only sportswear sponsors, sponsors more time is up to 6 years and 5 years.
Air Jordan 21 Adidas are willing to throw hundreds of millions of Chinese sports sponsorship funding organizations? Because the Chinese to let people and especially young people like to buy their products, Adidas must be allowed to “pyramid” model to promote the realization of the operation of localization, only by so doing can it moved closer to China and consumers, or on their own will and Consumer gap between the old “high” barriers.
If you live in Beijing, the subway station where the giant Adidas ad you will not believe it strange? On the screen, hold public Sui Feifei shooting, diving Hu Jia, Zheng Zhi, and so on to shoot the audience was impressed. The beginning of 2008, Adidas mabinogi money “in 2008, together with the XX, not impossible,” the theme of a series of ads has been overwhelming across television networks, shopping centers, etc.. Advertising, Chinese athletes have been countless people hold up their hands, stressing the Chinese athletes in the tens of thousands of people gathered under the direction of the force field, can not become possible! Air Jordan 22 This idea of strengthening the Olympic spirit, gold weaken the concept of advertising model is closer to the brand with the infinite distance between the public.
It is clear conclusion is that Adidas is trying with the Olympic spirit, to expand its “pyramid” at the bottom of the range and depth, so as to expand and occupation of the Chinese market. to be continued
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