Sports Spirit Analysis Of Nike And Lining

A brand has its own soul. It has its own image, its own personality and its own way of life.

Some brands are gentle and gentle, and others are loved by others.

Some brands are independent and open.

Of course, there are also some brands that are not good enough. Though they look bright, they can be said to have no meaning.

Many international brands have not launched a lot of product publicity since they entered the Chinese market, but consumers are scramble for it.

What is stimulating the nerves of consumers?

David ege once made such an analogy: Pepsi Cola, if it is a person, is vigorous, young, up-to-date and outgoing; HP is an educated, influential and competent person; Mercedes is arrogant and rich; Nike is athletic and rude.

These distinctive brands are just like vivid people, whose unique charm makes consumers unable to resist.

What is this charm?

In fact, it is the inner spiritual power of the brand.

The ancients said: 30 years, forty are not confused, fifty know destiny.

People's lives show different images at different ages.

In the market environment, brand growth also has the same characteristics.

After many international brands have developed to a certain stage, the marketing emphasis is shifted to the brand spiritual value, and the result is a brand worship.

Some shoe stores in New York have applied to the authorities to request the use of guns to protect the safety of their bodies and property, because many youngsters are willing to take risks to steal or even kill people in order to get a pair of Nike shoes. Such vicious incidents often happen; countless Harley drivers will Harley's logo on the body, willingly as their totem.

It is the dream of countless brands to let brands become totem of consumers and even become the spiritual pillar of consumers.

This totem is a system of values, spirituality, pcending material, and commodities become the carrier of this spirit.

These brands give the spirit value of the attention to the commodity value system and integrate the commodity value system in an all-round way, which incorporates many elements such as history, emotion, mystery and so on, and realizes the spiritual value that the world admired.

Nike: a sport spirit, a kind of values.

Among many international brands, Nike's brand spirit should be the most prominent.

"Sports, performance, free and easy, free sportsmanship" let countless fans of Nike get excited and crazy.

But at the early stage of the operation of the company, Nike, like most small manufacturers, was just following the absolute leader of the market, Adidas, and faced with the threat of collapse at any time.

The two founders of the company, Buwamann and nite, both have several positions. The company does not even own its own office buildings.

Compared with some sports companies with a history of over 100 years, it belongs to the "younger generation" in the field of sports goods.

But Nike did not follow suit.

After a period of development, it began to cultivate its brand spirit.

It can be said that Nike's success is not because of selling shoes, but because of marketing spirit.

There is a story: truck driver Jack jailed for driving drunk and driving to death.

His wife divorced him and took him away from him.

Jack lived in prison for years. After he was released from prison, he could not find his own home. He was drunk every day and wandered like a beggar.

One day, when he remembered the good time he had spent with his wife and children, he suddenly woke up and felt that he could no longer be so decadent, so he found a job to sell his coolie.

A month later, he had a little savings, so he bought a pair of Nike shoes with only the money. When he put on Nike shoes, his self-confidence and smile returned to his face for a long time.

This is an advertisement of Nike. From this advertisement, we can not see the quality propaganda. We can not hear the loud compliment. We see that Nike is quietly advocating its own spirit, a spirit that never gives up, a spirit that gives people strength and makes people move forward.

Nike is innovative. It dares to propagate its product as a spiritual belief, and injecting its strength and spirit into its own brand.

Nike has declared that it has gone beyond the scope of sports spirit, and it is also a spirit of positive life.

In order to embody the spirit advocated by Nike brand, Nike companies often hire athletes to advertise, and these athletes are stars of stars, such as Jordan, Jackson and Woods.

These outstanding athletes in the commercials they have shown are unwavering beliefs and sense of accomplishment.

At the same time, Nike will also put the lens in the advertisement to the ordinary people, portray the image of these obscure fighters, render no other people's help, rely on their own efforts, and do their best to dare to win.

"Nike is no longer selling products, it only sells Nike brand, and then expects sales to grow behind the brand."

Nike has indeed shaped a strong brand, but not everyone can accept the spirit embodied in this brand.

Some social workers criticize Nike's culture, accusing Nike's culture of inducing young people to go to extremes in order to be able to wear Nike shoes.

Nevertheless, Nike still firmly believes that "people who represent this brand are very bold."

They are not conservative, willing to innovate, seize the opportunity, and are willing to accept people's fraternity, criticism or respect in the name of the brand.

For better or worse, Nike's spiritual marketing has achieved great success. Now, in the minds of many young people, Nike has become a symbol of persistent pursuit of individuality and self-confidence.

Many middle school students can either eat or drink, just for the sake of Nike shoes.

Nike has become a symbol of fashion and dignity.

In fact, to dilute the product and highlight the spiritual realm is the consistent style of Nike advertising.

This style is an inspiration to our domestic product marketing. Brand should pay attention to the excavation of consumers' spiritual needs, and brand publicity should arouse consumers' sympathy. After all, a brand lacking in human concern is not far away.

It can be said that the spirit of sports and the spirit of business have built today's Nike.

Lining: Oriental wisdom, everything is possible.

Perhaps Nike's development experience is too successful. When the sports industry is just beginning, many domestic enterprises are deliberately imitating Nike, but the problem is that this imitation only stays in copying the marketing way of "celebrity endorsement".

As a result, all sports brands are eager to invite celebrities to endorse, making advertisements look like a star paying New Year's Eve.

Finally, the audience suffered from aesthetic fatigue and became indifferent to the products endorsed by celebrities.

Nike founder and CEO Phil Knight told the media: "the only way to beat Nike is to imitate us in a comprehensive and accurate way, and then find different points to beat each other."

At this point, many enterprises should learn about the Chinese sports brand boss Lining.

China's sports market is very competitive, especially in the face of the challenges of international brands. As a leading local brand, Lining has been looking for a differentiation in the whole development process.

Lining is not like other domestic brands as the main means of marketing, but pays more attention to the cultivation of a unique brand spirit.

From the earliest "new generation of hope" to "leaving the wonderful to myself" to "I exist in sports", "the beauty of sports sharing the world", "excellent, from the true colors", until now, "everything is possible", Lining has been trying to refine his own spirit of brand.

In order to distinguish between the main competitors' brands, Lining is one of the most representative national brands in China. Since 2005, Lining has begun to focus on creating an oriental image and adding some Oriental elements in product design.

In conveying information to consumers, Lining also adopted some Oriental elements in the layout of TV advertisements and selling points.

But this "Oriental Culture" is not traditional, not conservative, which incorporates a lot of innovative spirit.

Lining's series of innovations tell us that in fact, "Oriental Culture" can also be very fashionable and cool.

For example, according to the Terracotta Army warrior "armor" and the design of "flying a" basketball shoes; by the Zhaozhou Bridge arched damping principle launched the "Lining bow" technology platform; the concept of the swallow kite design of the "wind" series of running shoes, these technologies reflect Lining's combination of Oriental wisdom and modern technology innovation concept.

Product innovation with oriental characteristics has become an effective step in Lining's brand differentiation competition.

More importantly, in the process of technological innovation, it is gradually establishing its own brand spirit: respecting tradition and breaking through the spirit of innovation.

But this brand spirit is only a prototype, not complete.

A truly mature brand spirit should strongly arouse consumers' sympathy.

In this regard, Lining has obviously not done enough.

The advertisement demand of "everything is possible" has not been clear. Consumers can not see any connection between the brand and themselves, nor do they have any element to express the theme that "everything is possible".

Moreover, this has not yet reached the organic integration with sports spirit, nor has it sublimated to the height of Nike's values.

It is rather a spirit rather than a spirit.

There has already been a direction, but it is not yet concise enough, and it is not shocking enough.

The road is stepping out step by step, and brand spirit needs to accumulate slowly.

Compared with Nike, Lining is still very young. Brand building and product innovation require long-term and long-term investment, and returns are usually not seen in the short term.

But in order to build sustainable competitiveness, Lining must do well.

Next, in the process of rapid development and gradual internationalization, Lining still has a lot of work to do. If we want to become a successful enterprise, building a unique brand spirit will be an unavoidable topic.

The development of brand is a process from commodity value to spiritual value, and the shaping of brand represents the consumer's purchase of the value system of merchandise.

The value system is accepted by consumers, which means that the product reflects the value system correctly reflects the deep belief and desire of consumers. It will integrate its own values into the system and regard itself as an integral part of the whole system. The sense of belonging represented by the value system will enable consumers to truly accept it.

Such a brand will not be imitated and irreplaceable. It is the only thing in the mind of consumers.