Nike: "Self Value Care" Marketing Method

As for the development of enterprises, Philip Knight, founder of Nike, once said: "the secret of enterprise success is contained in three questions: how can we win more attention and love from customers than competitors?

How can we do this forever?

How can we do this most efficiently? "

For these three questions, Nike did give a perfect answer.

When Nike first appeared in the Olympic Games in 1976, its annual sales volume was less than $30 million.

But 15 years later, its sales volume reached $3 billion and became the leading brand of the sports footwear market with Adidas.

Many market experts believe that Nike's success is mainly due to three factors: constantly innovating product design, strong sales network and guiding sports and fashion advertising.

However, the author believes that there is another important factor besides these three factors: Nike, as a brand, has a unique interest and humanistic concern for ordinary people's fitness campaign from the first day of birth.

From the point of view of marketing theory, brand is a symbol to reflect the customer value of an enterprise.

Whether in foreign countries or in China, excellent brands have some personalized value which is unforgettable to their target customers and hard to imitate by competitors.

In the competitive environment where product homogeneity is getting higher and higher, this personalized value can not only create distinct differentiation advantages, but also win more attention and love from customers.

How did this individualized value come into being?

First of all, this personalized brand value comes from the unique discovery and understanding of the interests of customers.

With this unique discovery and understanding, enterprises will have unique opinions on customer value, create unique innovative design for products, so that Gu can get unique interests.

The connotation of brand is this unique customer value proposition.

PHILPS is a famous brand in the global household appliances market.

Its customer value proposition is "humanized technology."

Under the command of this concept of value, PHILPS's household appliances, though thousands of kinds, show the same characteristics: high technology content, good quality and convenient use.

Secondly, this kind of customer value proposition should not only care for the specific interests of customers, but also give them a deeper humanistic care.

In this regard, Nike's brand operation can provide us with profound enlightenment.

In the late 70s of last century, the United States was in an era of "self respect".

Compared with the previous generation, the new generation was highly educated, living richer and pursuing self centred values.

In the United States, every sports star is regarded as a miracle of successful self - realization.

Nike has discovered the trend of thought of the new generation and launched a large number of sports stars advertisements.

In advertising, sports stars are not allowed to run around in Nike shoes, but most of them are real reappearance of their exciting moments.

This unique self-care concern profoundly infected the new generation.

So from the baseball field to the city streets, there are fitness people wearing Nike shoes everywhere.

In the 90s, new changes took place in American Society: the enthusiasm for self worship gradually declined, and people became more concerned about the real self.

Nike once again discovered this change acutely.

Although the main characters of most advertisements are sports stars, they have no superhuman quality. They feel pressure, confusion or even failure like ordinary people.

"Justdoit" has become a belief and has become an inspirational creed in people's pressure and confusion.

This once again gives people a deep sense of self-worth.

Look at the advertisement of domestic sports products.

Apart from the fact that Lining brand is trying to show a kind of customer care, almost all other brands are praising their products with the help of stars.

If a brand is full of unique care for customers, it can get more attention and love from customers.

On the contrary, if a brand is full of self display of its products, customers will turn away like avoiding narcissism.

Sports products, IT products, so any product.