Why Did China'S Lining Fail To Become Nike?

Popularity is not related to store number.

First, historically, we have a gap with Nike or Adidas from abroad.

Adidas was founded in 1948, Nike was founded in 1972; and Lining was founded in 1990, Anta was founded in 1994.

We are not dominant from the age alone.

Moreover, in the recognition of how sports brands create popularity, Chinese "Lining" people have erroneous zones and have always been using sales to create popularity.

Therefore, China's sports brand is very concerned about the expansion of the number of stores, the main focus on more stores and more sales, compared with foreign brands, it is easy to ignore the operation level of each single store and the quality of each product.

The audience of sports brand is different from other consumers. They do not see which brand stores are more than they buy, and they value the function and comfort of products.

The "Wan Dian plan" is actually more harmful than domestic sports brand.

First of all, in order to rapidly expand the number of shops, it is inevitable to abandon some important factors such as the location, quality and quality of franchisees, while Nike and Adidas pay more attention to the quality of shops, such as location selection, store level, and the selection of franchisees.

Fast fashion will inevitably lead to a decline in quality and taste.

Moreover, the number of thousands of shops is mostly open in China, and the number of Chinese sports brands that are open in foreign countries can hardly be counted.

Olympic marketing is "niche".

The European Champions League, which has just ended, attracted the attention of 160 million of the world's television viewers. The statistics of UEFA (European Football Association) show that at least 220 countries have watched the collision between Chelsea and Bayern, and the total audience of the game has reached about 300 million. Chelsea, who has watched the match between Bayern and the United States, has seen a total of about 300 million.

This is by far the most popular sport in 2012.

In February, the new New York giants beat the new England patriots in the Super Bowl competition, which has attracted 111 million of the world's television viewers.

China sports brand participation event marketing is still mostly in the "niche" event. In the Champions League, the men's Basketball League and other European and American mainstream sports sponsorship list and venue, rarely seen the shadow of Chinese sports brand, and Nike and Adidas fully occupied the sponsorship of these games.

Because our sports brand can not occupy the sponsorship of international mainstream sports events, its influence in the world is naturally weaker.

To design and research and develop "bring doctrine"

For sports brands, there is another important point: putting enough money and time into technology research and development.

In order to develop a function of a product, foreign sports brands may spend 10 years to invest in manpower, material resources and financial resources. In contrast, many domestic brands are more willing to pursue "bringing ism".

Liu Xiang has won the title of 12 seconds 97 in the recently concluded 2012 IAAF Diamond League, which has created the world's best results this year. But have you noticed the shoes on his feet and the battle suit? The design and development of Nike's boots and robes for Liu Xiang have been the mysterious weapons of Liu Xiang's major competitions.

In view of the sponsorship of Liu Xiang's equipment for the Beijing Olympics before the Olympic Games, from the theoretical point of view, the equipment that strives for "lightness and drag reduction" will at least help Liu Xiang improve the best result by zero point zero two seconds. "Nike"

Designers revealed that in order to help Liu Xiang achieve his defending dream in the Beijing Olympic Games, Nike designed the kit almost without cost.

Most sports brands in China not only invest enough in scientific research, but also have limited investment in design.

Recently, the media in Hongkong reported that although many of the domestic sports brands such as Lining had given favorable conditions to agents, agents still complained, and they said that every year the brand manufacturers gave their products almost the same styles, and basically not much changed.

Sports spirit is very important.

Choose who to be the spokesperson for your brand. Adidas and Nike sign sports superstars.

Moreover, what they do better is the long-term training of a spokesperson.

Foreign sports brands pay attention to the training of endorsement athletes from the early age. Maybe the athletes were not so red at the beginning, but the brand recognized this person, his eyes and beads, and his attention and training. This is also a manifestation of sports spirit, which is very crucial.

Or take the case of Nike and Liu Xiang as a reference, from Liu Xiang's debut, Athens's gold medal to Beijing's retreat, Nike has been firmly standing beside Liu Xiang.

Liu Xiang succeeds, has the successful packing method; Liu Xiang is frustrated, has the frustrated packing method.

For Liu Xiang, Nike never gave up.

On the contrary, the domestic sports brand is very deficient in this respect, and some brands choose a very popular movie star to do their own brand endorsement.

In addition, the strength of the nation's overall sports level also plays an important role in improving the growth and influence of sports brand.

Adidas and Puma are from Germany. As we all know, Germany is a traditional sports power. Nike is from the United States.

Such an explanation is reasonable.

Just like in the food brand, people who like to eat McDonald's are not necessarily because of its taste. Many people are rushing to "American culture". For sports brand consumers, Nike and Adidas, which are backed by the two gold signboards of the United States and Germany, are naturally popular in the world.

So far, China is not a powerful country in the internationally recognized mainstream sports, most of which are concentrated in projects considered to be "non mainstream". This also largely restricts the speed of China's birth of Nike and Adidas.

Classic case

The Nike model of "good wine" plus "yell"

Nike, which was formally established in 1972, has been the first brand in the US sports shoes sales for the first time in less than 10 years, at the Moscow Olympic Games in 1980, which surpassed Adidas for the first time.

Up to now, we are still sitting on the top of the market share of global sports products.

Exploring the secrets of Nike's success, we can probably come to the conclusion that continuous innovation and SpendLess marketing.

Nike's predecessor, the blue ribbon sports, first launched the NIKE sports shoes in the 1972 US Olympic cross-country competition.

The innovation of Nike outsole has brought about a revolutionary trend for running. In the same year, many athletes began to use Nike sports equipment.

In 1979, an air engineer named Frank Rudy brought Nike's concept of cushioning and cushioning. This breakthrough technology made the whole life of the sports shoes run slowly.

The first Thaiwind running shoes with NIKE patent air cushion technology were born, Nike air cushion expanded Nike brand, and also made Nike the leader of the world sports shoes market.

One of the classics of Nike is another.

190 grams of MercurialSL series, fast response, toughness, and the whole shoe is extremely simple, no redundant design; football fans called "legend" NikeTiempoLegend series, each generation will inevitably trigger a discussion and attention craze; NikeT90 series is known as the most lethal football boots, its unique shot-shield technology allows athletes to achieve precise shooting at extremely high speed; there are NikeCTR360 series, classic "silver and iron" series, AF-1 series, Nike Jordan series and AW77 series and so on.

Not only that, Nike's design is also mixed with more emotional factors.

Take Nike for Liu Xiang's running shoes as an example, not only a lot of high-tech elements, but also deliberately took care of Liu Xiang's psychological suggestion - leaving a sticky tape on his war boots.

The designer revealed that every time Liu Xiang played, he liked to ponder before the start of the start, and the "sticker band" on the shoe was the last action before the start.

Liu Xiang asked to keep the tape.

So since Athens, every pair of war boots has retained sticky tape.

Nike is material, but it is more publicized.

For example, relative to the core of Adidas's A3 technology, "ambush" in soles, Nike's maxair itself is a beautiful external air cushion, and the "fly line" is directly reflected on Nike's upper, not only a new "technology", but also a new design element.

Eric Liedtke, Adidas's footwear marketing director, once said, "Adidas designers don't know who the potential buyers are when they design sneakers.

It has been making good shoes, but it's not attractive enough. "

Nike's publicity is also reflected in the brand advocacy of spare no effort, or even crazy.

In the 2011 fiscal year alone, Nike spent $2 billion 448 million on advertising and promotion, accounting for 11.73% of Nike's revenue.

Scott Bedbury, former marketing director of Nike, once recalled the situation when he introduced the advertising budget to Nike founder Nate in 1987, when Bade bury asked the advertising budget to increase from $8 million to $34 million. In order to pass the budget, he made all the preparations.

However, knight has raised a question that Bade bury had never considered before: "how do we know that your budget is enough?" as a result, Nike's advertising spending had reached $48 million in the past year.

Since then, the company, which is full of innovative spirit in sports marketing, has always maintained a style of throwing money in brand marketing.

In choosing a spokesperson, Nike is also taking the elite route.

NBA's hottest stars have been included by Nike.

In addition, Li Na, Liu Xiang, Yi Jianlian, and rising stars Jeremy Lin and so on, these highly commercial sports stars were also signed by Nike.