Basa Luo that sponsor nike MBT shoes
NIKE
Nike
About
Fil. Knight (Phil Knight) to 500 U.S. dollars in 1964, founded the Nike company, beyond its wildest dreams would become today the world’s largest sports shoe brand. This article Nike has opened for us the mystery of growing process, with particular focus on Nike 90 years the key Shining - New product development strategy.
in 1972, Knight and Bowerman finally invented themselves out of a shoe, and to decide their own production. They make the task contracted out to cheap labor in Asian factories, and to take such a shoe called Nike, which is according to the Greek god of victory and take the name of the. At the same time they also invented a unique logo Swoosh (meaning “wind, is heard”), it is extremely eye-catching, unique, each piece on Nike products have this mark.mbt shoes
In short, Swoosh is the NIKE logo
to create the initial stage of that: 60-70 years
that Nike’s history, have to go back to 1958, when the founder of Fairbanks. Knight’s just Oregon (Oregon) State University track and field team player, often in practice, to the coach Bowerman (Bowerman) complained that the U.S. has never produced a pair of really good sports shoes. Knight, majoring in accounting, to return home after graduation to teach at Portland (Portland) .1964 years, Knight and his coach Bowerman 500 U.S. dollars of funding to set up a sports shoe company named Nike, from the Greek, Yu “victory” meaning.
’s embryonic beginning, Knight use their relationships in the sports sector, and from the shuttle in various track and field Games field, Shetan sell his running shoes. then the product is purchased from Japan, he always thinks that the United States designed to limit to the potential of sports shoes must be the early .70, Knight began to implement the concept of self-designed shoes, while carefully study of the investigation, was found sufficient to support his demand to establish their own production lines. but finally decided to use Japan’s production experience, 1972, Knight signed with Japan in the first contract, with full production completely designed Nike U.S. sports shoes.
the ensuing years, the yen continued to appreciate, rising labor costs, making the production of shoes in Japan, the price is rising. At this point, Nike has accumulated a foundation for a stable experience of overseas production and adjust their tentacles stretched more countries to other manufacturers. In order to reduce production costs, Nike in 1975, production shifted to Japan’s relatively low labor costs in South Korea and Taiwan. a substantial decrease in the cost, so that Nike have more abundant resources to engage in R & D work and marketing activities.
Nike from low labor cost countries will broaden the foundry at the time perhaps the most revolutionary innovation in the industry. Nike shoes, well aware of the production, there should be a labor-intensive,MBT Sport Shoes, which would have to seek lower labor costs OEM manufacturers are inevitable, and there is no room to turn around. Nevertheless, it is still overseas foundry risks due to distance and cultural gap between different countries, resulting in increased difficulty of quality control. Therefore, Nike the next large-scale orders to OEM manufacturers, they often have to go through a very careful evaluation process to ensure that the finished products meet Nike’s quality standards.
this period, Nike’s strategy focus our attention entirely focused on: 1. to establish the best overseas production mode of operation; 2. for the foundry explaining the new design and style; 3. to maintain quality standards
predicament and trying to ZTE: 80 years
80 early, Nike made their fortunes, and continue to play a U.S. athletic footwear the role of the professional manufacturers, but within the United States did not have any one’s own production facilities. Soon, the number one competitor Reebok (Reebok) Immediately after the Jiaozhen loggerheads over the region. Founded in 1981 by founder and CEO Paul. Phil Mongolia (Paul Fireman) led to dark horses sprang introduced the new layout and design, and the momentum of strong athletic shoes, successfully swept through part of the market. to 80 years, the Reebok in the fierce competition, has been able to rival with the Nike .1987 year, Reebok higher level, to 991 million U.S. dollars in sales, 30% of the share of the market in one fell swoop board chief and the throne of sports shoes, Nike Zeyi 597 million U.S. dollars and 18% of the share of the rear.
Nike and Reebok’s battle, the problem points and the opportunity to point hinges entirely on the ever-changing target market and design-oriented nature. in other words, that is, younger (youth, young adults) that has been purchased not only the sports shoes only, as well as shoes, represented by their own “fashion sense.” the two shoe giants have to realize that, if we expand the size of the market, it must be the original concept of professional sports shoes, transferred to a more broad, “the pursuit of fashion “youth and young adults market. Reebok hole burning opportunities, the first piece of gold into the market, superior products and aggressive full public relations activities, Nike giving blow. Reebok CEO Filmon has publicly criticized the Nike: “Knight is just a shoe who fills the old thought it was a great movement of players.” Knight, the light rustic response: “The reason I hate Reebok, because of its R & D system is simply a counterfeiting machine “.
in order to counter the provocative Reebok, Nike firmly determined to bet huge amounts of money on R & D on new products, the most popular product is the classic late 80’s” gas Shoes “(The Nike Air Shoe). critic John. He Long (John Horan) had a special issue on the American sports industry, for Nike shoes, gas, gave his view: “In fact, it is a simple, easy to understand shoe technology, only the air into the sole, that is, the formation of flexible insole, and so only “. Nike shoes, until the gas was formally listed on the early 90s, and received an unprecedented success. So, 80 years is facing difficulties with trying to ZTE Nike era, which the period, Nike has suffered in the market to combat fierce competition, but also from which to establish a future strategy for new product R & D keynote.
climbed to the peak: 90 years
Nike shoes listed on massive gas, spared no expense to a couple of millions of dollars polishers NBA superstar Michael. Jordan (Michael Jordon) spokesperson for the product, engage in various marketing campaigns, setting an all-time high price tag sporting goods sponsor the first case, the world envy and amazement. advertising appeals Zeyi Nike shoes gas and Jordan’s image and the unique skills of basketball almost 神乎其技 bundle. Since then, Nike in the market gradually recovered lost territory, Reebok compelled by the situation, hurriedly launched the “bomb jump shoes” (Reebok Pump Shoe) meet the challenge, No. popular with NBA players Xiakui Er. O’Neal (Shaquille OrNeal) as spokesmen, but unfortunately the hopeless situation. At this time Nike’s share from 1989 to 25% in 1990 turned up 28% from 24 Reebok % down to 21%. this surprisingly successful strike back, so that deep sense of Nike, promotion is indeed the most powerful brand of magic, so in the next few years, Nike constantly increased investment in this area, For example: Nike in 1995, sports marketing (Sports Marketing) to spend as much as one billion U.S. dollars, Reebok nearly 400 million U.S. dollars.
Nike’s sports marketing
following Michael.mbt shoes sale Jordan’s sponsorship later on, he sky-high price signed a golf superstars Tiger. Woods (Tiger Woods), 1996 years after that with the Brazilian soccer team signed a decade,mbt 2 ~ 400 million U.mbt shoesS. dollars in contracts, set a world football sponsorship history of the highest prices being paid, including the bought the Brazilian national team championship in five world-class TV rights. Since then, Nike hook marks the emergence of go hand in hand in a number of World Golf Championship, 1998 World Cup, the 2000 Sydney Olympic Games on TV in the.
Sports Marketing of course, Nike’s main, but also attaches great importance on the brand communication .80 ~ 90 years, Nike firmly grasp the pulse of living in the target market n youth, character and challenge the reality of young people, all of the special highlight of the Nike products its “hook” brand logo, the simultaneous development of a “Just Do It” themes, along with the “way you win” the advertising slogan from the world’s top sports superstar to endorse endorsement, which quickly captured the Global Youth’s heart. Nike’s products are not cheap, a pair of sports shoes in the U.S. selling price can be had risen to 100 U.S. dollars, this high-priced strategy is to lay a lot of Nike Jiangshan, but they also bring great trouble, some American non-governmental organizations launched the protests, forcing Nike shoe factories must raise the wages of workers from overseas, even though Nike non-iron-hearted and his ilk, but what business is still business, Fil. Knight, and do not intend to make concessions.
gas shoe on the market have made an unprecedented success, deepened Nike for new product development efforts, only one year’s circumstances, that is, there are more than 300 kinds of new models in the U.S. markets. Nike declared: “technology-oriented product development is the key to the success of Nike factors 1, we have to develop new shoe materials, fibers and modern design to spare no effort. “From another point of view, prompted Nike to concentrate on new product research and development power, or is the target consumer willingness to change behavior and attitude. In fact, the industry is not Only Nike a particular emphasis on new product development, many well-known fashion brands in order to grasp the mentality of young people, they can only let product moves forward, there is no alternative.
90 years during the
Nike marketing behind the pillars of n the market for the young people stressed the depth and breadth of research in the sports shoe market is unmatched by other brands, which allow Nike to continue to grow market share in 1996 rose to 43% (Reebok 16%), alone the U.S. market, sales of more than 3 billion U.S. dollars.
the new millennium: 2000
Looking at the entire 90 years, Nike’s rapid development has two main directions: 1. to expand global sales, and of being a big growth; 2. development of non-footwear sporting goods, such as: sportswear and sports equipment and so on.
1996 Nian Nike’s global sales reached 90 billion dollars, becoming the world’s largest sporting goods maker .90 end of the decade, Nike for young people gradually regarded as a fashionable sports shoes casual shoes and suffered temporary setbacks, in addition, the Asian recession into a period of, for Nike, is also a severe blow, resulting in excess inventory levels, falling profits, have taken to streamline the personnel practices, but the future development of Nike authorities still hold quite optimistic attitude, Fairbanks. Knight retreated behind the scenes either Nike Group President, CEO of the stick is handed over to Tom. Clarke (Tom Clarke) to take over.’s new CEO of the company’s future development, there are some wonderful descriptions:
“Nike to grow quickly, once ran into an economic downturn, we will take some time to adjust. Please do not forget, we are a group of self-demanding Nike people, the company’s operations is a long-term sustainability, and not only to clap his hands the next few years, everyone just happy to look at. “
Indeed, Nike sports products and clothing, whether it is research and development technology, or brand marketing, at any time may be in the global market is once again set off another wave of orgasm, and continue to maintain the status of the world.
analysis of the development of new product strategy, the key point - leading to consumers, do not let consumers led by the nose
to view the Nike strategy to develop new products the first step to success is still inseparable from the basic principles of marketing pulse of n control of the market, understanding customer needs, creating cater to meet the demand for new products. but we must understand one thing: the development of innovative The new products, the biggest problem spots is that they will not be offered to consumers in advance of the new products. In other words, you must lead the consumers, do not let consumers led by the nose.
we can recall, 70 beginning of the decade, in response to new customer requirements prior to undertaking a study, how many consumers will take the initiative to require recorders, fax machines and microwave ovens and other products? creative businesses tend to be able to make good use of their rich imagination, will not be clear consumer the demand is uncovered, walk in the front-end consumer trends, rather than when a parrot of the follower.
explore market opportunities in addition to the depth of understanding of consumer needs, lifestyle and desire, the had to have some ideas, can only a matter of course. ask for the tourists who think that the needs of language barriers Pocket translation machines there is no market? How to obtain the demand for the original idea? The answer is try every means to close with the observation of the most pressing needs of customers, and with them to make further contact, for example: Japanese clover show in London, musical instruments, so that Europe’s outstanding musicians were able to experience the most advanced music hardware, which aims not only to learn more about customers, also demonstrated an advanced product technology.
Nike is because young people can fully grasp the needs of sports and leisure shoes, to understand their lifestyle and the psychological reality of the desire to develop innovative new products Rao, communication aspirations and promotional activities, from start to finish are the points Consumer trends in the creation of Pai Tau, Nike the world’s first
相关的主题文章：