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Adidas, the advent of 1948, has gone through a full 57 years of trials and road, also created his well-known global brand ...... Nike, born in 1972, just 33 years history of struggle, but firmly secured the top spot in the world, Nike Chinese Liu Xiang, also due to the success of planning a series of activities have been widely acclaimed industry ...... Nike does not sell shoes, only marketing emotion! According to Hill & Knowlton to a recent survey, Nike China's middle class is the most popular brand. To some extent, today's Nike, like the last century 80's Flying Pigeon bicycle, become a symbol of the Chinese people's identity and status. 2004 year, Nike's sales in China grew by 66 percent over the previous year, or about $ 300 million. In addition, Nike store at a rate of 1.5 per day expansion in the Chinese market. In the United States, competitors such as K-Swiss, Diesel and Puma demand has increased, Adidas also increased the US basketball sporting goods market attack, and now account for 60 percent of Nike's market share. In 2004, in the European football market, Nike is the first time in more than 35% of the share of 31% of Adidas. One can imagine that in the domestic sporting goods market feudal hegemony today, Nike as a rising star, can achieve such success is not easy. According to related experts, which Nike accurate and unique marketing positioning are inseparable. jordans on sale online Three brand strengths and weaknesses few days ago, a central-level media research company in Beijing, Shanghai and Guangzhou to do about sports brand market research, surveys allow consumers to Nike and Adidas humane compared, the results in the eyes of consumers Adidas is a mature man's image, and 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. From several brand image promotion to compare, Nike more emphasis on athletes, it 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. 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. Li Ning as a considerable international influence of athletes, naturally has a high brand value, but as a brand spokesperson, and fairly incomplete, it will be mistaken for a gymnastics supplies professional brand. So, since 1999, Li Ning Company on the series hire Qu Ying and Li as its spokesperson, trying to pull it from air jordan 11 space jam for sale the Li Ning brand of personal image, and take market-oriented "fashion" line. From the long-term strategic point of view, this is undoubtedly a wise choice. Adidas has been playing from the beginning mature male image, so the customer base is relatively simple. Adidas took advantage of Jordan retired, Nike's expansion stagnated gap 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. Emotional achievement winning the first brand in the Athens Olympics last year, Liu Xiang, always remember that people in a cross, while historic, "the laws are made to be broken," advertising also achieved great success, so deeply imprinted in the Nike people's minds. May Nike and "China Air" the hand is no accident. Liu Xiang still unknown early in time, it has been incorporated into the Nike vision, and recommended alumnus Li Tong (when Nike signed Athletes) under late May 2004 had contact with Nike. Michael? Johnson was invited to China, Liu Xiang felt Johnson was in good shape, so Nike boldly develop programs based on this fact. The whole event from June to begin planning to begin in late July to promote, through public relations and networking, the Chinese team to Cheap jordans online air jordan 11 blackout for sale Athens 10 days ago launched advertising. In addition to advertising, Nike also designed in Sina News Liu Xiang, Liu Xiang, gold medal after 30 million people go browsing Liu Xiang's every move. While other companies are planning to make endorsements when Liu Xiang, Nike has been the first time to a national audience to provide a comprehensive understanding of Liu Xiang's platform. One industry experts at the anatomical success Nike said: "Nike does not sell shoes, only marketing emotion!" The so-called emotional marketing, is the difference between personal feelings and needs of consumers as the core of corporate brand marketing strategy, by means of emotional Packaging emotional marketing, advertising emotion, emotion reputation, emotional design strategies to achieve business objectives. Classic Nike athletes closely when said Jordan, from 1985 has been 20 years since the signing, Jordan shoes have also been developed to "18 generation", go to China this year, Nike Jordan again for high school league championship awards. Jordan endorsement of Nike products, to convey to children the concept of basketball players, deepen their longing for basketball. In fact, many companies are also sponsoring Jordan, and consumers are very natural to think of Michael Jordan and Nike together. Just 10 years of work experience in the Nike Pan Jianhua, said: "Sport is the emotional nature of bu Retro jordans for sale siness, is that people's excitement sadness and joy, and cultivate emotions like love, like, need to accumulate many domestic sponsorship is short-term, and such. The effect is almost zero, because the consumer is very forgetful. If the company selected image associated with their motion, should serve as a long-term investment. "Localization is the key to competitiveness, of course, Nike as an international brand, to seize the domestic market, ultimately facing a localization issue. From the market situation, Nike launched in early 1999 100-400 yuan low-priced clothing and a variety of sports shoes market strategy has died down. Nike market failure in this regard is planned; on the other hand also shows that Nike did better adapt to the domestic consumer spending and consumption habits and market operation mode. 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, not very strong for strength 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 goo jordan retro 14 white/fuchsia blast/black ds market for consumer feedback to its corporate style designs to market adjustment process is too slow, but also obvious drawback of these international brands.& Nbsp; & nbsp; & nbsp; & nbsp;? [Chinese shoes Network - Brand Dynamics] well-known sports brand Adidas (Adidas) once again and luxury brands Dior (Dior) creative director Raf Simon (Raf Simons) to launch 2014 spring and joint series. The series is the last year Adidas and Ralph? Simon cooperate hand in hand after the second named Raf Simons for adidas. Designer Ralph? Simon Adidas running shoes professional production basis, into the fashion design, the main sense of modern technology, both sports and avant-garde style, the use of red, green, blue and other bright colors. The series includes eight kinds of styles, each 4-color, full sports activity, will begin selling recently. 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