Latest Nike (Nike) is the young who desire to

If opening a pull-style sports car is the dream of an adult, then have the newest pair of Cheap Air Shoes (Nike) is the desire to teenagers. Nike's predecessor was established in 1964, Blue Ribbon shoe company. In 1972, Nike changed its name to Blue Ribbon. In 1975, in order to reduce production costs, Nike will be transferred to the production line in Japan lower labor cost in South Korea and Taiwan, and later extended to Indonesia and China; 10 years, the rapid rise in the United States, the mid-80's, Nike's annual turnover of more than 3.7 billion U.S. dollars, the U.S. athletic shoe market, occupying more than half; Nike's annual sales in 1999 reached 9.5 billion U.S. dollars, into the "Fortune" 500 ranks over the original brand with the industry leader Adi Das, Reebok, known as the past 20 years the world's successful consumer products company. In the United States Beaverton, Oregon City, four-story headquarters of Nike, but not seen a pair of shoes. Employees are busy only do two things: one thing is a global marketing network, and the other thing is to manage its worldwide business. Not a production equipment, Nike created a worldwide empire. This is the essence of Nike's business model of virtual business. Phil Knight (Phil Knight) is a legend. In 1972, he founded Nike Inc. (Nike), and quickly create the world's leading brand sporting goods industry. More importantly, the Knight in the last century 80's policy of "asset-light operating" mode, and now has become a global sporting goods business mainstream business model. Even those who have a centuries-old tradition of sports brands, have had to choose, "Nike" Survival mode, in order to be able to keep pace with the expansion of Nike's rhythm. In response, Phil Knight said: "I wanted to beat Nike, the only way is to fully and accurately imitate us, and then identify the different break points in all." In 1992, China's best gymnast Li Ning to founded his own name sporting goods company to enter China's sports goods industry, "brand" development stage. However, in the first decade, the majority of the Chinese sports goods manufacturer Air Shoes is only "light asset management" model of the important OEM partners, and thus the birth of a group of good manufacturing skills of OEM-style factory. In the southeast coast of Fujian Province Jinjiang City, there are nearly 3,000 footwear manufacturers, employing more than 300,000 annual output of 650 million pairs of shoes. The area was only 38.8 square kilometers of the town Chendai is the world's most important in China and producer of sports shoes. Now, from Jinjiang of Anta, 361 °, Xidelong, Del Hui, Jordan, Kinglake brands, rely on the rapid development of Nike's imitation of the local sporting goods market for the major competitors in China. As Phil Knight has said, more and more competition in the global sporting goods industry convergence in the "Nike model." By Li Ning, Anta as the representative local sporting goods companies are also pursuing "asset light operating" mode. This means that, beyond the Nike will become increasingly difficult. Through this case, "Nike model" and the analysis of Anta's growth strategy in order to solve the puzzle set by Phil Knight.

Nike Blazer unique style and momentum

In 2009 near the end, Nike Blazer Mid 09 This long overdue, but like a bomb into the already deep depth shoes city fire them. This time they launched a new Nike Blazer Mid 09 sets, breath contains three pairs of different colors of the Cheap Air Shoes Blazer Mid 09 of 09 to help combat shoes, including a built specifically for students in red / red - dark red - the black color version and the other two female friends, customized soft pink / soft pink - pink - purple color version, and purple / violet - purple - blue color version. 3 pairs of shoes are all using the same fighting style, but the color is different. Each shoe uppers are solid lines, and Pei Chen patent leather hook standard. Finally a white midsole and lining for Contrast, and the upper agitate each other, collision a dazzling Guanghua, and the whole support shoes Nike Blazer also highlight the unique style and momentum

Nike and the "Red Ribbon" and the fight against AIDS, Tuberculosis and Malaria, the Global Fund to Expand Cooperation

World AIDS Day, the day before, sporting goods giant Cheap Air Shoes announced that it will with the "Red Ribbon" (Red), and the fight against AIDS, Tuberculosis and Malaria, the Global Fund to carry out cooperation. The event happened in 2010 during the World Cup held in South Africa. Nike will launch a specially designed red shoelaces, this campaign slogan is "tied a red shoelaces, to save lives", which proceeds will be evenly distributed to the Global Fund and aims to raise awareness about AIDS awareness in the community football project. "Participation 'Red shoelaces' movement is very important to me, because I come from Africa," Drogba from the Ivory Coast, said a news conference in London. "Bono, an energy and help save lives are honored were also very happy, AIDS is devastating the African continent, can not really understand, in fact, very easy to save lives, that is, take two tablets a day, just to spend 40 cents," De Roba added. Red lace effect from December 1 in the global market.

Click "attitudes," Consumer segmentation

Click "attitudes," segments of consumers that the vast majority of analysts and observers as J ochen Zeitz Cheap Air Shoes CEO and Chairman of the Board is an important turning point in the company. Prior to this, Puma's marketing programs behave, in addition to that little leopard Log o, did not see the brand and Nike, Adidas difference, dealers are also the same product placed in a different the sales terminal. Zeitz an office and says: personality is the key to our survival, we have to do most if you want sports lifestyle brand, otherwise we simply can not, and rivals such as Nike. "At that time, almost all companies used segments of the consumer are the traditional demographic methods, according to the consumer age, education, income divided by the standard. Puma's global director of brand management Tuonibote Lun thought: "A 19-year-old Japanese high school students with an attitude and brand preference degree possible with a 30-year-old black, like New York. Thinking, attitudes and lifestyles that affect the most important factor to consumers Puma to create a part of Puma's unique brand attitude is the core of our brand marketing. We will 'movement' is defined as a positive way of life, even if consumers want to Puma to become a 70-year-old grandmother is still this way of life, but also the brand loyal customer. "Puma's core market segment is to firmly seize the" first to try those who "(Early-Adopter). According to marketing theory, all consumers will be based on their new products, new technologies to receive the time and accept the level classified as "innovators" (Innovator), "the first to try those who" (Early-Adopter), Early Majority "(Early Majority)," Late Majority "(Late Majority) and the" laggards "(Lag g ard ). Among them, the first attempt by the "big 13.5% of the total, they are generally of a certain market or area of the" opinion leaders "can help the brand or product recommended to the" herd "and" laggards. "Director of Brand Management Bertram said that Puma is not in accordance with the price to differentiate the brand product lines, but rather to consider what products are "as the first attempt to design a" which is "designed for the Majority", as "the first attempt to those who "design of the product is more advance and fashion concept. products, distribution channels, too, Puma product lines based on different characteristics, so avant-garde design products in a number of fashion shops, some of those mainstream products in the Foot Locker clothes shops selling such a campaign. J ochen Zeitz said, Foot Locker has proposed to sell in the stores Puma's line of products, if the Puma to do so, you can easily let the sales volume doubled. However, this proposal Puma been declined, and Bertram said: "We do not want to buy Puma coolest products of those guys who saw them doing everything possible to find shoes is filled. "Zeitz said: Puma is not a fight sales growth and long-term stability and consumers to establish strong links for life is our goal." Then, Puma and supermodel and yoga trainer Chris Harrington cooperation Petit the introduction of yoga movements designed specifically for women's Nuala series, in the West rise to an upsurge of yoga practice. In Puma's efforts, now one can often see such a fashion person Madonna foot Golden Puma casual shoes, the hands are Accompanied Louis Vuitton luxury handbags.