Shoe Giant Nike'S Road To Business

　　服裝業(yè)的變化要遠(yuǎn)大于其他行業(yè)：作為一個(gè)文化產(chǎn)業(yè)，服裝業(yè)對(duì)流行趨勢(shì)的把握，市場(chǎng)形勢(shì)的分析、消費(fèi)心理的研究，決定每季產(chǎn)品是否對(duì)路，不斷推陳出新，做出改變；作為一個(gè)極具個(gè)性化的產(chǎn)業(yè)，服裝業(yè)的款式、面料、色彩、搭配、民族、地域、千人千樣，因人而異，又要針對(duì)每一個(gè)消費(fèi)特征群體，有針對(duì)性變化；作為一個(gè)時(shí)尚產(chǎn)業(yè)，服裝業(yè)按照季節(jié)的變化，每年推出春夏、秋冬季產(chǎn)品，氣候的變化、溫度的高低影響著每季產(chǎn)品服裝的銷售，服裝業(yè)又要及時(shí)有變化性的動(dòng)作………

New and old are the characteristics of consumers' clothing, but in depth exploration, consumers are happy and old, mainly in the style, design, fabric, color and so on.

For a good clothing brand, on the basis of the constant brand core image, it can continuously enrich the brand, create brand freshness and keep brand vitality. At the same time, constantly grasp the psychological changes of consumers, and constantly introduce new styles, fashion trends, and meet the latest demands of consumers, and also achieve market success.

How does Nike react to the international brand, such as Nike, the first brand of sports?

  　　  (一)、巔熱之后，狂熱的冷卻

In the mid 1990s, the advertising of Nike and Nike reached its peak.

At the Cannes International Advertising Festival in 1994, Nike President Phil Knight was awarded the title of the best advertiser of the year. In 96, Nike was awarded the best marketing expert in the advertising age. Sales climbed even higher, and stock prices climbed steadily. However, all sorts of troubles followed: Reebok, Adidas and other old competitors were imitating Nike one after another.

In 1997, when Nike surveyed 2000 young people aged 12 to 19, 52% of respondents could mention Nike brand without hesitation, but this proportion dropped to 38% in 1998.

Nike, once the "Justdoit" that once made their parents hot, lost their charm for the younger generation because of the deification movement.

The sanctified Nike is no longer the most perfect symbol, but the rape of their choice.

In 1998, Nike introduced a new advertising campaign, launched a new slogan "Ican" to try to replace "Justdoit". Nike hopes to infect everyone through the huge personality charm and tenacity of the "Ican" series of advertisements, and inspire everyone to take the spirit of sports and communicate with each other mentally, and then be pleased with this brand and choose this brand.

In terms of the strength and association of slogans, the concept of "Ican" is excellent, but it still lives in the shadow of "Justdoit".

Once the slogan came out, it was regarded as a wrong step by the industry and was accused of being a copy of "Justdoit".

At the same time, the industry and the audience are worried about the retreat of the slogan "Justdoit".

In November 1998, the sales volume of Nike sports shoes decreased by 14%, and sportswear decreased by 9%. In those days, Nike laid off 1600 people, and the marketing budget reduced weight loss by 1/3.

The reclusion of the flying Jordan has made Nike even worse and lost the most legendary and inspirational advertising spokesperson. The main engine of Nike advertising is almost extinguished, and Nike is facing a very severe test.

What used to be effective is not necessarily good luck, because consumers are looking for new things; Nike is increasingly deviating from the spirit of the new era and the new generation of consumer psychology, which is a major reason for the decline of Nike in the late 1990s.

  　　  (二)、耐克的變與不變

After the weakness of "Ican", "Justdoit" is back.

In 1999, Nike put the worship of sportsmanship on the scars of athletes and launched a "beautiful" offensive.

For athletes, whether they are professional or amateur level, all athletes will feel the pain and pains from time to time. Some of them will retreat, but others will enter the arena again. These athletes are the natural embodiment of the "Justdoit" attitude. The introduction of "beauty" marks Nike's true reply to the classic slogan of "Justdoit".

  　　  2、推出全新系列廣告、改變媒介策略

As the slogan of "Justdoit" returned to its due position, Vuitton, the sole agent of Nike advertising, joined Nike's advertisement with goodbay, Chicago, and returned to its exclusive agency. Vuitton's creativity was also more and more brilliant: in 2000, a series of "Justdoit" were awarded as the theme ads in the national and international advertising competitions. In 2000, the "silver medal" after "the early morning" was awarded at the grand chrio advertising event, and the bronze medal was awarded to "beauty", "Circulation", "helicopter" and "half calorie".

At the same time, in order to satisfy the new generation of consumer psychology, Nike gradually changed its media strategy, adding more entertainment and prime time programs.

More attention is paid to aesthetics in design, which does not mean that it will be neglected and dangerous.

In terms of media operation, Nike is leading from TV to online advertising, so that the two can be closely integrated and indispensable.

At the same time, Nike announced that at least 1 new advertising campaigns were launched every 2 months to support the new product line.

Also because of the "Justdoit" slogan's reply to its due position, people are more soberly aware of the essence of Nike's advertising campaign and this gifted slogan.

People have come to realize that advertisements should not only emphasize the quality of a product, but rather let the advertisement relate to the mind of the water user.

Matthew Stro, President of Interbrand, an international famous brand appraisal management company, said: "the basic laws of mind, good conduct and consideration are enduring. Only those who consider the voice of consumers can succeed."

   　　 3、步入時(shí)尚期，把握新一代消費(fèi)者心理、不斷推出新產(chǎn)品

In early 1999, Nike took a series of innovative measures, one of which is to reduce the saturation of "flying away" signs.

Sub brand logo has also been implemented, for example, confirm the Jordan brand with the flying pattern.

At the same time, Nike reorganized all products, which were divided into 5 departments: women, men, children, hats and sports decorations.

In the new era of new technology and fashion products, Nike has constantly increased the intensity of fashion speculation, constantly using new technology, new vocabulary, and new ideas to unsettle the restlessness of consumers and lead the consumption trend.

In June 2000, the release of the "air cushion clippers" sports shoes once again showed the charm of Nike fashion. The $85 sports shoes were sold out so that it was very difficult to find in stores. In November 2001, Nike launched a series of "shock absorber" series combined with the most innovative and innovative soft cushioned sports shoes. For the youth market, Nike aimed at the target consumer groups aged 16 to 24, and Nike launched a customized personalized sports shoes customized service, allowing consumers to add personalized embellishment on the designated shoes, and consumers can embroider the names with up to 8 letters on the sneakers. NikeID

Woods signed a huge contract to expand Nike's influence. In October 2000, Nike signed a contract with golf superstar Tiger Woods for about 5 years, which was about 100 million dollars. This figure exceeded Jordan and became the most expensive advertising contract in sports history. Under the same mode, Nike occupied the absolute position of the basketball team market in the peak period of Jordan. Now Tiger Woods and Nike are becoming the hottest spots in the golf market.

Opening up new markets, vigorously developing women's market with great potential, investing more advertising and supporting great female athletes, changing advertising themes and changing the way of expression: praising ordinary and real women, taking the "dialogue" between women and women as the main means of communication, and promoting the female consumer market through activities such as women's fitness activities.

In the end, the situation of Nike far inferior to Reebok in the late 80s women's market has changed radically in 90s. The reference rate and reputation of Nike brand have exceeded Reebok in the female market.

Change and remain unchanged. In the late 90s, Nike did not grasp the changes of the psychology and needs of the new generation of consumers. What used to be effective is not necessarily good luck. Because consumers are looking for new things, Nike is increasingly deviating from the spirit of the new era and the psychology of the new generation of consumers. It has failed to enrich the brand and enrich the brand performance on the basis of the brand core image unchanged, and abandon the essence of Nike brand, "Justdoit".

In 1999, Nike regain the essence of the brand of "Justdoit". On the basis of constant brand core image, based on the constant theme of inspiring and inspiring people in the latent spiritual power of sports, we constantly grasp and satisfy the psychological changes of consumers, constantly enrich the Nike brand and launch a new series of advertising campaigns to create freshness. Nike in the new era is constantly increasing the intensity of fashion speculation, constantly using new technologies, new words, and new ideas to unsettle the restless and restless mentality of consumers, leading the consumption trend, introducing new products and continuing brand vitality, and finally becoming the most popular American love again.

Brand floating between changing and invariable, changing and invariable -- on the basis of the constant brand core image, constantly grasping and satisfying the psychological changes of consumers, constantly enriching brands, creating brand freshness, continuing brand vitality, and launching new products.