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Sports player Yi endorsement advertising Kutu Nike basketball shoes
2007-12-06 08:00:20 & nbsp; Chinese shoes network www.cnxz.cn & nbsp; [source: HC footwear industries channel] Print & nbsp; Close
Yi Nike ad Kutu
& nbsp; & nbsp; & nbsp; "You can join the 15-year-old professional league, you can candidate for the national team, you can sweep the three times champion, you can be MVP, but not enough because you can be --- continued. Next to their own. "This is Yi Jianlian recently Nike basketball shoes photographed ad words. For just entered the NBA "rookie", Yi Jianlian already have their own proprietary version of shoes, Nike expects visible from China for this basketball boy how deep.
Related newsHaiti Football Association (FHF) jointly sponsor the Columbia brand Saeta Sport today jointly launched the Haiti national team to participate in the United States held this summer in the Copa America Centennial New Jersey home court. New Jersey fully demonstrated the Caribbean country football tradition, blue, red and white are all from the flag of Haiti. shirt front has a V-shaped line and above to chest is the home team badge of China as the center outward transfer huge amounts of energy. Logo at the top of the French motto "L'Union aircraft such as the d.510, fait La Force (unity is strength" comes to the coat of arms of Haiti. It not only represents the unity of the national team team, also called on people across the country in the face of difficulties, unite as one. kit backs V-shaped details bring exquisite texture, below the neckline with Haitian Creole annotation national team is nicknamed "Grenadye Alaso (throw bombs pawns)." source: FHin the Olympic boom that trains, NIKE out related peripheral single product has more than enough to train a group of their own in the open this time of Quickstrike series classic Olympic rings colors including red, blue, yellow, black, green. each double individual is completely monochrome shoes, from shoes to the soles even shoelaces. and the entire pair of shoes with a dazzling sound and bright skin maintenance design. is now the global pick-off dealership shelves Nike Price: 24800 Yen Source: Lotte & nbsp; (also available here) & nbsp;What do you think of& Nbsp; & nbsp; & nbsp; & nbsp; China's sports industry is like a basketball, leather is very good, but there is not enough gas, the low level of take ground can bounce. Li Ning said: & nbsp;
"Although Nike did in the world, but we do not need to develop according to its mode." & nbsp;
Internal Nike revealed that this year to adjust the policy of the Chinese market, the Chinese market from the first competitor to Adidas, Li Ning. & Nbsp;
Recently, after Nike in the domestic launch of 100 yuan, 400 yuan of low-cost marketing strategies frustrated died down; Adidas in Beijing, Shanghai and other cities to launch street basketball; Li Ning, the company claims as the French gymnastics team a foreign sports teams, historic clothing to wear Li Ning China went to the Olympics, which will compete all Chinese sporting goods market into an unprecedented climax stage. & Nbsp;
sporting goods industry knows that the success of any sports promotion has three impassable indicators: spokesperson, price, features segmentation. & Nbsp;
image Endorsement: Nike, Adidas mature, "Li Ning" Fashion & nbsp;
Last month, the central-level media research company in Beijing, Shanghai and Guangzhou to do about the sports brand market research, surveys allow consumers to Nike and Adidas humane compared, the results in the eyes of consumers is Adidas A mature male image, but the image of Nike is a young athlete, in adolescents market share ??????? to be more. The report shows that the vast majority of consumers believe the brand Li Ning Li Ning also the spokesperson. & Nbsp;
from several brand image promotion to compare, Nike more emphasis athlete, he adopted a strategy to promote the image pyramid. Spire from top athletes to the national team, then NBA league provincial team until the package to the general youth basketball activities, to include the four elements of the hierarchy of the entire sporting goods market constitution. The number of top athletes is least, but has a strong rad
cheap air jordans online iation. Nike's brand image promotion in China is undoubtedly very successful, from shooting many Chinese basketball fans, dunk and even chewing gum demeanor both Jordan and Nike basketball market advocate general goes. & Nbsp;
Li Ning is quite influential international athlete image. So his high awareness, brand value considerably, so that makes it a good start. On the other hand, a single from the Li Ning brand literally, it is easy to make people think of gymnastics, you will think it is gymnastics supplies professional brand. This is Li Ning as their brand ambassador of incompleteness. Therefore, when Li Ning slogan launched many leisure products, proposed that "I exercise I exist," Qu Ying hired in 1999 as its spokesperson, trying to put it pulled away from the Li Ning brand personal image. From marketing and brand long-term survival, this is undoubtedly a wise move. & Nbsp;
Li Ning brand promotion strategy is "grass-roots program," which is, and Nike, Adidas "pyramid promotion strategy," the fundamental difference that the first root deeply rooted to the consumer ranks, absorb nutrients, and through their own efforts so that consumers scale, so that they have gained more room for development. & Nbsp;
With the retirement of Jordan, Nike's expansion stagnated. But in recent years, Adidas began to adjust strategies. It replaced the three trefoil symbol bars, even more stylish. In addition, adidas branding mistakes to make up for the year, enabled the Lakers' Kobe Bryant? Bryant consumer groups competing for teenagers, these strategies so that its sales were picking up. & Nbsp;
with Nike, Adidas, which has a success story compared to international brands, Li Ning brand also is in the "my daughter grow into the early" stage. As can be seen, Li Ning brand spokesperson promotion is more vague, weak affinity public, unlike Nike, Adidas put its brand image gestures and details of life, family members as a means of plump their idol affinity. Stir through the media repeatedly, this is a common problem of domestic brand spokesperson. & Nbsp;
different marketing positioning temporarily complementary & nbsp;
In the country, from the first half of the market situation, Li Ning brand accounts for 50% of the sporting goods market share, accounting for about 30 percent of Nike, Adidas, accounting for about 10%, the other a twenty domestic and foreign brands contract accounted for about 10%. & Nbsp;
According to several domestic and international major sporting goods sales agents told reporters that last year, Nike's sales in China to about 300 million yuan, Adidas has billions of dollars, while Li Ning has reached 700 million yuan. Adidas marketing department, said Gu Yin, 1999 Adidas income in China is no longer a loss, reach fair preservation. However, according to Jiangsu and several provincial sporting goods sales agent computing, Nike and Adidas now because of the huge promotion and other costs, and may also belong to a loss of market foreshadowing stage. & Nbsp;
Nike and Adidas in the world have some different marketing strategies, such as in China, Nike launched the "I have a dream" campaign, Adidas has also cities nationwide million people held for street basketball and performances, encourage young people to become more involved in sports activities, through sports activities closer to his dream of a star. This activity is a certain Chinese characteristics, and encourage Chinese youth more involved in, which is not used in many foreign countries. Li Ning also recently launched its own Olympic spokesperson - Chinese gymnastics team main players Li Xiaopeng, and Olympic star card launched in marketing activities, fully integrate their product discounts. & Nbsp;
Li Ning and Nike target consumers still have a certain distinction, Nike more pursuit of sports, some sports category, sports items appear, but Li Ning is more casual, in a public, to a Species sports image appears, not specifically for a particular sport does not coincide, so their market positioning, target consumer groups in the present situation is not strong competitive, there are complementary. But considering the strategic future battle is inevitable, a market leader will be only one. & Nbsp;
reached the Chinese market this month, American basketball sports brand Converse and Nike, Adidas different strategy, it has chosen domestic fashion spokesperson - Xu Jinglei, Alec. It is policy in many ways exactly the same down with Li Ning, Li Ning brand is expected to be the most direct competitor. & Nbsp;
specialization, localization will be the key to competitiveness & nbsp;
from the current market, in early 1999, Nike launched 100 yuan to 400 yuan low-priced sports clothing and shoes of various marketing strategies, it has died down. Nike did not expect this move to expand the target consumer group not only failed, but also the risk of losing the original high-level consumer groups, many vendors and fierce market feedback shows that Chinese people wear Nike is the pursuit of high-priced fashion, high to low price, Chinese consumers will think is their own brand of denial that failed marketing strategy. & Nbsp;
analysis of international brands in the domestic market promotion of frustrated phenomenon, Nike Chinese company had sports marketing director Xia Song believes that another reason is not able to meet domestic consumer spending and consumption habits. For example, many people in the dance aerobics Gymnastics does not wear clothing. & Nbsp;
In comparison, the current stage of Li Ning price is more suitable for Chinese consumer spending power. Li Ning is currently the most expensive shoes, but also more than 300 yuan, but the future is concerned, with the improvement of the sporting goods market matures and consumer spending power, the technological content of products, even though Li Ning sponsored product quality to achieve the French gymnastics team, which product price upside is limited, and Nike, Adidas is almost the same price competition, the market can accept, is still unknown, the product yield margin increased space will be suppressed. & Nbsp;
extremely delicate Chinese market & nbsp;
When According to Wang Bao Qiang Chinese Football Industry Development Corporation, Ford Marketing Manager motion analysis, international brands to enter China is not the 1980s because of its functional subdivision, professional and win the consumers, people like them, and Is the blind pursuit of these brands, at that time a considerable number of domestic consumers only willing to wear only on special public. With the improvement of living standards of the time, the movement has become part of their life, consumers will begin to consider whether these international brands for their own movement and consumption levels, then rational choice. It is in a less mature market environment, Li Ning product positioning in the "sports fashion", in line with this stage of people's understanding of the sport. & Nbsp;
Li Ning brand products on the basis of the public based on the development of various sports specialty product development model is correct, but its function is to promote the segmentation of the market is not enough, with the fierce market competition, Li Ning Company the ability to grasp the process of market segmentation, the availability of more specialized follow international product and market positioning of follow-up, is the final and Nike, Adidas and other international brands, the key to the outcome of the competition. & Nbsp;
difficult to see, the French national gymnastics team at the same time, Li Ning and Adidas competition, the final choice, "Li Ning" for their Olympic sports sponsor, Li Ning is an important opportunity to the international development of the company. Li Ning Company internationalization process very challenging. Chen Yihong Li Ning, general manager of the company that the "internationalization" is a hard standard, not export some goods to open several stores in foreign countries so simple, but requires enterprises to reserve from an international team of other aspects. & Nbsp;
According to some domestic sales agents reflected in the Chinese market, Nike, Adidas, and some international brands of production and marketing is basically copying the mode of operation of the European market and can not add a single, reduced orders, withdrawals, for strength less strong domestic sales agents, the risk is too difficult to bear, which undoubtedly hampered the development of international brands in the country. International brands in the domestic research, production, marketing personnel localization is the key to their future victory. Sporting goods market for consumer feedback style until his company designed to market adjustment process is too slow, but also obvious drawback of these international brands. & Nbsp;
future competition arduous & nbsp;
Li Ning Zhang said: "We want to wait until the Chinese market matures, we can mature and we clearly know that compared to Nike and Adidas these international top brands there is a huge gap, however, and back to back. Aishikesi other international second-tier brands or favorably compared to poor backward in the international brand image is not enough "& nbsp.;
Li Ning company would like to make international brands, its success in the country is only just beginning, and its sales revenue in 1999 and 700 million yuan in the same period, Nike global revenue $ 8.995 billion difference of about 100 times. From Nike and Adidas can better fathom the global market strategy two international giants of Wall Street and the analysis in the annual report of the German stock market. Nike in 1998 before the global sales revenue growth of about $ 400 million, until the Asian market to grow to $ 1.253 billion in 1998, but with Michael Jordan retired in 1999 and intense competition, Nike global revenue fell compared with last year nearly $ 800 million. In the United States fell to $ 5.5 billion from about $ 5 billion. It fell to $ 1.2 billion from $ 890 million in Asia. Wall Street stock market performance year after year decline from 1999, the lowest closing price in 1997 was only half of the $ 48, has shrunk by 50%. Adidas in 1999 & nbsp;
years after adjusting market strategy, a substantial increase in global income, an increase of nearly 500 million marks more than 9.91 billion marks in 1998, even more amazing is that it achieved in the Asian region year 1999 sales revenue 12. 800 million marks, compared with 1997 increased by nearly 80%. This success before its 1997 merger of several of the world's top Europe Salomon sporting goods company, as a global giant fight market strategy are inextricably linked. & Nbsp;
China's sports industry is currently still in its infancy, but the foundation is relatively weak in the sports industry among the various components of the structure is not very reasonable, as well as constraints and management mechanism of some of the old model is not perfect, which makes now not exactly as a way to direct industrial operations. Now the structure of the entire sports system, it was impossible to use sport as a pure industry to operate, & nbsp;
including sporting goods, sporting events and other aspects of the matter, and there is a certain distance according to purely commercial operations. China's sports industry is like a basketball, leather is very good, but there is not enough gas, the low level of take ground can bounce. Now we should work together to make the cake bigger, then points, so everyone will eat. Of which there are many government should do. A Li Ning Wade preacher, designed for Wade wearing a training needs to create, upper is made of heat transfer film, cloth material, lightweight breathable, special shoelace system collocation, followed by carbon fiber mat reinforced support, the bottom is equipped with full palm ip injection of slow earthquake science and technology, with the rubber bottom. Shoes, the price of 469 yuan, the current three colors are available for sale. get reloaded, search the app market, "get" to download the latest version, more information about shoes, more beauty pretty shoes, Nike grab shoes, true and false identification of shoes, cool T-shirt gold and get everything; detailed inquiry micro letter "dunkhome", "getdunkhome", micro Bo "when the guest," "getapp" and get our sports life! /〉Houjie optimize the economic structure, and speed up the "double transformation", focusing on the implementation of "high cited low shift", "rise inside and outside", "take root foreign capital" and "strong private enterprises" four major strategies. Among them, the low technology content, low value-added labor intensive industries and production links gradually shifted out, focusing on the development of scientific and technological, tax based, headquarters type enterprises, and achieved good results. And "borrowed" brain restructuring plan, please experts based on scientific planning of Houjie economic and social transition, fully absorb the research achievements, bold innovation, take the "six outstanding" measures, urged the industry to upgrade.
Houjie Town, according to the rules of market economy, actively build a platform for business transformation, the characteristics of furniture industry, the establishment of "furniture design institute", upgrading technology, design, brand and industry of furniture industry innovation ability. Support enterprises to set up R & D institutions, extend the industrial chain and upgrade the industrial level. Through the exhibition platform to enhance enterprise marketing strength, and further strengthen the exhibition industry. Construction of "world shoes (Asia) headquarters base", the development of shoes, leather, furniture and other specialized markets, improve industrial support services, and enhance the ability to boost industrial upgrading.
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