Popular touch "Star Shoes" Why not the same as NIKE
2006-01-23 08:19:05 & nbsp; Chinese shoes network www.cnxz.cn & nbsp; [source: Chinese shoes network cnxz] Print & nbsp; Close & nbsp; "hook" to where Where is bright
& nbsp; & nbsp; & nbsp; & nbsp; When it comes to sports brand, we have to mention a pioneer in the world of sports brand leader - Nike (NIKE) and Adidas, over the years, they represent much more than a sports brand, is simply a sign of success, and loved by the world of sports enthusiasts. In contrast, our domestic public "star card" ads handwriting is quite substantial, sports sponsorship can not say much, but why not create a Chinese Nike do? Our domestic sports brands and world-class brands such as Nike, the Gap Where is it? & Nbsp;
First, exaggerated advertising claims, a single marketing strategy
& nbsp; & nbsp; & nbsp; & nbsp; China brand sports shoes, please do the image of celebrity endorsements, contribute through celebrity, raising concern, and then reach for the brand image recognition, which is understandable. But the lack of stars and sports between the brand intrinsically linked, so that the brand promotion and dissemination seem weak, advertising fits, highlighting the brand is no personality, exaggerated advertising claims, can not effectively communicate with target groups, it is the reality of the problems.
Maybe some people think that the successful use of Nike brand sports stars for its endorsement, dissemination of different products Nike, Nike advocate the spirit of different periods. In fact, on t cheap jordans for sale he one hand by the success of the Nike brand of professional athletes influence the market, on the other hand directly to consumers to carry large brand communication activities. The most impressive than Nike's "soar Jordan," the advertising communication, advertising mainly Nike Jordan when Jordan shot in the air action, the advertising slogan is "Who says men do not mean to fly", the picture has become Jordan's wonderful portrayal of Jordan, who embodies the vitality, hope, superb technology and exciting sports spirit. He became a world hero adolescent mind, Nike Jordan also set up shop counters, playing classic NBA game on the big screen, the store hung a huge leap in the air Jordan poster, in order to fully display the "FT Jordan" image , to communicate with customers, "soar Jordan" Listing the first year hit $ 100 million in sales success, high-end basketball shoes, Nike quickly became the leading product, "FT Jordan" soar up in the market. & Nbsp;
Nike always makes trademarks appearing in the ranks of winners and scenes, not only to improve the Nike brand's reputation, but also to create emotional or self-expressive benefits, deep excavation sport emotion implied from the outset Nike is one of the secrets of miracles, thus creating a "hook" to where where bright brand association.
Look domestic "star shoes" of advertising is not effectively establish the intrinsic link between sports and sports brands, some brands invited singers, movie stars for the brand endorsements, although the creation of a fashion, but the lack of sports brand cheap jordan shoes for men of professional and sports; sports brand, although some sports stars cheer, but the lack of substantial brand support, appears to lack confidence, it can not have a strong impact and appeal.
& nbsp; & nbsp; & nbsp; & nbsp; Second, the lack of an effective brand strategy planning & nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; a clear brand identity must be deep, organized, in order to guide the development and implementation of brand communication and outreach activities, it will not contradictory and vague information communicated to consumers, Unfortunately, those markets "star shoes" There are too many blind, unintelligible brand, they advocate function, enthusiastic promotion or aimless flock to sports channels, these are the lack of performance of the brand strategy planning. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; while Nike and Adidas but had to clear their brand recognition is based, but they also continue to review and strengthen brand recognition, in order to make the brand strategy more effective. When Nike and Adidas every perk up from the downturn, we are the first to examine the core brand strategy, redefining brand recognition. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; Nike in 1983 after the crisis, began to decline, but later, when Nike want revival to begin re-identify the brand, what Nike mean? Sports, athletics level, technology-based innovation performance action sports shoes, to top athletes and sports enthusiasts advantage of experience. Company redetermination Nike exactly "what" and "not", Nike is not casual, casual shoes, basketball shoes should be. Jordan is the protagonist of the brand strategy implementation, as well as the re-emergence of Nike spokesperson. Nike in the United States NBA powerful era, along with the rise of basketball hot, start a new campaign as. After 3 years of difficult period, Nike has finally become a $ 1 billion company. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; But now the domestic sports brands are still simple fashion modeling, when gweat want to make a comeback, and not really making the licensing process research gweat gain and loss, gweat redefined brand identity cards, just to cite a star banner, triumph, our "star shoes" are really the study of some of the brand strategy planning.
& nbsp; & nbsp; & nbsp; & nbsp; Third, lack of technology innovation, & nbsp; functional benefits not strong & nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; a strong brand needs the support material, not just driven by emotional appeals and promotion, there is no technological innovation, we can not go beyond competition, unable to keep the brand lasting advantage. Nike and Adidas from the outset to form a traditional product innovation, they create exciting products, provide real functional benefits, advanced technology is strong support for each brand vigorously propagated. This not only created a miracle for professional sports athletes, but also created a leadership brand. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; Adidas has more than 700 patents. The world's first pair of skates also born in Adidas, its spikes screwed type is also a very revolutiona Retro jordans for sale ry concept. Later, the high level of innovative premium brand Adidas Equipment, it is used Feet & nbsp; You & nbsp; Wear technology. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; Nike "soar Jordan" is not a simple image on winning, but Nike "air technology" showcase Nike's philosophy is to bring better technology and better performance .
technology is weak is a common problem of domestic sports brands, the majority of corporate R & D in the "inclusive" imitation phase, but the lack of professional sport as sneakers style is similar, a lot of color, but no professional features, no provide clear functional benefits, so the brand is still relatively fragile, build brand now also whitewash, inevitably guilty, poor ability to resist risks.
& nbsp; & nbsp; & nbsp; & nbsp; Fourth, the product line is too long, lack of professionalism and leading products & nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; optimal length and width of the product line is the brand management of important issues. Domestic sports brand product variety, style very much, style similar, are sports shoes, lack of product line width, that is a professional targeted. & Nbsp;
Let's take a look at the Nike jogging shoes, basketball shoes, football shoes, tennis shoes and multifunction shoes, and then extended to all professional sports apparel and sports-related products. And Nike, also good characteristics of the decision-series products, and create a subsidiary brand (also called "silver bullet") to redefine the interests of the brand, has been using as a change or support the cheap foamposites parent brand image tool, driving the whole promotion product line.
Looking at the current domestic sports brand of professional is not strong, more casual sense, does not give a more intense sports brand sports vitality, most brands do not divide specialty products. Anta please endorsement Kong Linghui its Anta embarked on the road to success, and now can be described as a rising star, but not much professional content ANTA brand, its brand advantage is also extremely vulnerable. If you let the Chinese team to wear Anta ANTA products, should be more support for ANTA brand. Currently, Anta and extends to sports bags, also do some sports sponsorship, increase communication efforts, and actively building channels, but to create sports brand, the need to make a difference in the professional field. Equipment of high standard, is the use of Feel & nbsp; you & nbsp; wear technology. & Nbsp;
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& nbsp; & nbsp; & nbsp; & nbsp; five sports brand sponsorship, lack of comprehensive communication with the target groups
& nbsp; & nbsp; & nbsp; & nbsp; sports brands and sports events has the inherent linkages sports brand sponsorship of sporting events has really gone beyond the meaning of sponsorship itself, but sports sponsorship sports brands also need to brand established between the strategic positioning and Sports compelling organic links, and fully communicate with the target groups by sponsoring activities to achieve the strategic goal of sports brands.
& nbsp; & nbsp; & nbsp; & nbsp; Adidas origi Retro jordans for sale nal street Challenge, is a sports brand sports sponsorship masterpiece. It not only promoted the development of public health, but also to strengthen communication with the public of the Adidas brand, to allow more people to participate in sport, he created a very appealing experience Adidas situation. Street Challenge became the Adidas brand celebration, all the teams wearing colorful Adidas shorts, jackets, shoes, created the Adidas stylish atmosphere, adidas players who come to cheer, show unique skills, to sign autographs, and everybody chat, "participation" is one of the streets of spiritual Adidas Challenge provides participate in the experience of space for sports enthusiasts, in this event, adidas has also taken a cooperative marketing, introduced like Sony, Coca-Cola, Lufthansa Siemens, MTV, television and magazine sponsorship and support, adding a lot of new programs to make races more exciting. 5 years, 50 tens of thousands of people took part in street Adidas Challenge. Later, the Adidas brand extends to the streets Challenge, created the Adidas soccer tournament, the event attracted more than 500 teams, more than 300,000 people attended the audience, Adidas also will create objective economic benefits. Nike and Adidas from birth, it has been the matter of stars, sports teams, sporting events, partners, and the most active sponsors, and through the effective integration of brand strategy, creating one after another successful move.
& nbsp; & nbsp; & nbsp; & nbsp; China Li Ning is one of the main sponsors of major sports, b Cheap air jordan 12 ovo ut now they continue to sponsor sports teams in order to improve the brand's position of authority. And accumulated some experience in practice. But more brands only rely on advertising to overcome market, stay in a single advertising communication, sport should go beyond the creation of brand advertising communication. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; Li Yongbo Yongbo and cards to players for image endorsement, but its image is no real support for the brand, no more branding in professional sports, it is neither a professional badminton products, but also does not reflect the functional benefits, the results Yongbo card to nothing, silence to be. & Nbsp;
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& nbsp; & nbsp; & nbsp; & nbsp; Now Anta street skateboard brand sponsored Challenge, its good results, we have also been active in the spread, but the concern is not enough, but failed to establish between the brand and the sport organic links. The more stars shoes are only the immediate advertising bombardment, neglect of professional sports as a brand, but also for sports sponsorship indifference, of course, not to mention the sponsorship of skills. & Nbsp;
& nbsp; & nbsp; & nbsp; & nbsp; sports brand sponsorship of sports is an important part of brand strategy, sports brand sponsors must be clear brand positioning strategy, brand sports sponsorship but can not be a mere formality, must also sight transferred from the small stadium to a larger consumer market, using innovative marketing techniques to get more results.
& nbsp; & nbsp; & nbsp; & nbsp; how long c cheap jordans online an support affordable sports brands
& nbsp; & nbsp; & nbsp; & nbsp; Nike, Jordan should be said that the high-end sports brand leader, but these domestic "star card" is largely take aim, middle and low market movement in the market, and, Anta sports shoes as a representative of some of the brand's sales performance is also quite good. It is understood that in 2000 China's largest sporting goods sales company Li Ning sporting goods company, its sales reached 760 million yuan, Nike's market share in China is about 400 million yuan or so, followed by Anta reached 300 million yuan . In 2001, "Beijing Anta Eastern Sports company" was established, marking the ANTA Sports Products to transition from a single integrated brand sports shoes, develop sportswear, sports bags and other products.
& nbsp; & nbsp; & nbsp; & nbsp; from the outset, positioning Anta sports shoes is very clear, affordable route to go to fill the vacuum market, its target consumer group first for the country more than 400 million primary and secondary students. In spokesperson, they have a strong phase of the appeal in adolescents Kong Linghui, and actively sponsor sporting events, so that the brand in the sports contest can be seen. With the intensification of competition in the sporting goods industry, a number of domestic and international famous brands have pre seized a large market. Faced with this situation, "Anta" leaders frankly, "Anta" will strive to become China's leading sports brand franchising sales by brand.
& nbsp; & nbsp; & nbsp; & nbsp; select middle and low cheap jordans for sale mens market, it should be said that indeed there is a certain market space, franchising sales for Innovation and Competitive Advantage is still relatively weak, although by ANTA ANTA international fashion sports championship , so that the brand actively communicate with target groups, but between the brand and the sport also failed to really establish organic links. Middle and low brand should also have their own distinct product differentiation characteristics, current, ANTA also lack effective brand recognition, and establish an effective connection with the mass sports. Otherwise, middle and low market will soon be caught up many a rising star, will not do long-term. In short. Sports brand development should be based on the movement of the core, the integration of management resources, and create competitive advantage. At present, how to create a strong sports brand is one of the important issues facing the domestic sports brand. & Nbsp;
Related news& Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - Brand News] Recently, Adidas and Chelsea jointly issued a second road jersey 13/14 season. After the release of home jerseys in creative "It's Blue, What Else Matters" campaign soon, Adidas released a new season once again second road jersey.
New Jersey with black color, black jersey with a silver stripe alternating matte and reflective style, bring out the "Football Future" theme. In addition three silver stripes and the club badge cuffs perfectly reflects the futuristic design.
Adidas This follows the signing with Chelsea from Cheap air jordans for sale 2006, he began using the traditional black as background. Chelsea since the inception of the first set of shirts with black socks on the jersey since, until 1959, the club has been the black socks. Because Chelsea and black puzzled love, 02/03 season for Chelsea Adidas designed the first all-black away kit. (Chinese shoes Network - the most authoritative and most professional Footwear News, Media Partner: Apparel IT & nbsp;) in July this year, "China ASEAN Free Trade Area Agreement on trade in goods" tariff reduction plan "formally implemented, trade area of more than 7000 kinds of goods continue to reduce tariffs, which will undoubtedly bring many opportunities for foreign trade enterprises in China, but so far most of the enterprises of this good policy and environment did not respond positively reaction.
Southeast Asian Studies
Second, the lack of overall view of foreign trade enterprises, similar products form a vicious competition. Illegal enterprises even exported fake and shoddy products to the ASEAN market.
the author interviews found that many enterprises are not aware of the construction of Chinese ASEAN Free Trade Zone in China and the 10 ASEAN countries trade agreement, not a province, a city or a business thing, therefore, always hope that the prominent position of the individual, to a certain extent weaken the overall strength. Now, many provinces of China in economic development level and the export structure is very similar to the type, the main export products in ASEAN countries grades are relatively close, often concentrated in labor-intensive products, so the competition can hardly be avoided. Some enterprises even dumping, shoddy, lead to a decline in quality, and ultimately lose the ASEAN market and customers.
"moderate competition is necessary, but should be more coordination, integration and optimization of resources. Now, we face the biggest competitors
2008 at the beginning of the year, for the past few years the growth of the global economy in high oil prices and a sudden change in the situation, the subprime crisis and other factors under the impact of the United States, Japan and the euro zone economic growth slowed down significantly in major Western economies, the global financial market turmoil also.
today, with the development of economic globalization, the economies of all countries are closely linked. The global economy, where the big ship will sail, is closely watched by all sides. For this topic, it is "each one according to his lights". Some people are optimistic, some people pessimistic. In the continuous debate, for ordinary people to understand the trend of the global economy has become a "volume", do not understand. It is still too early to conclude that the impact of the economic slowdown in the United States and the likely duration of
have just begun to emerge in the global real economy. But a newspaper article in the US believes that a major shift in the global economic order is shifting power from the centre of the world's economic tradition to emerging markets.
"globalization model" crisis three big fuse
some western media believe that the stock market turbulence will eventually rise, oil prices and the depreciation of the dollar and the potential geopolitical and military conflict stir together, this cocktail will be headed by the United States recession of the world economy.
2007 at the end of the year validated all the experts' predictions: oil prices continued to break records and beat the psychological barrier of $100 a barrel. This is the result of the combined effects of the US financial crisis and the dollar weakness.
analysis of some other economists, driving up oil prices, and become a world crisis trigger factors including speculative trading, the stock of energy for energy and excessive demand, surround the periphery of Asia, Africa and the Middle East oil strategic geopolitical and military potential conflicts.
in this unstable market situation, the Federal Reserve recently issued a report to remind the United States economic growth in a comprehensive slowdown situation. 12 regional banks based on the data, the Fed survey found that most of the service enterprise growth rate slowed down, at the same time, half of the surveyed area have appeared in manufacturing development cooling phenomenon. The report by the
central bank confirms some of the comments made by Treasury Secretary Henry Paulson. Paulson has said that the U. S. economic growth has been "large-scale" slowdown.
these results are broadly in line with the forecasts of the International Monetary Fund, the world bank, the group of 7 and the group of 10 (the ten central banks). These institutions have pointed out that the financial crisis in the United States as the center, will be a global recession, devaluation and speculation in oil stocks and other trends, and then directly lead to the rise in global food prices.
most analysts are.)'s new adidas, which debuted last summer, has captured a large number of consumers with its highly recognizable gill like designs and high cost performance AlphaBOUNCE. A year later, this summer the "dark horse" shoes will usher in the upgrade, based on the continuation of the classic "shark" contour, with the new ForgeFiber knitting uppers; remodeling shoe body, making it more stable and comfortable. it is reported that the shoes will be on sale in June 6th at a price of $140.
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