Nike: Price Cuts May Take Risks

According to a Nielsen Co survey, Adidas, which sponsors 12 teams, is far more popular than Nike with only 9 teams on the Internet, and the closer it is to the end of the game, the higher the degree of Asda's popularity in the eyes of the public, ranking first in the sports brand.

Li Guangdou, China's ten largest brand planner, told reporters in the daily economic news that Nike's "price cut" is not too risky from its brand positioning.

"The price is a handful.

May take risks

In UBS's view, Nike's reduction of the price of sports shoes will create great competition pressure for all mainland sports brands. The Kappa with high price positioning and China's trend (03818) is the first to bear the brunt of the competition. The rating of Lining, Anta (02020) and XTEP (01368) will be reduced from "buying" to "neutral".

Whether Nike's price cut is conducive to competition with Lining and Anta is still unknown. Li Guangdou said she should look at her opponent's strategy in competition.

"(Nike's price reduction) is a coping strategy. When local brands grow very fast, they will fight the price war.

Nike is not a high-end product in the United States, and ordinary people can afford it, which is more expensive than Nike's expensive brand.

At that time, it has to deal with a large number of domestic brands. Each brand has at least 1000 stores in China, and they have been rooted in the Chinese market for a long time.

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Li Guangdou also said Nike is a traditional American company, which has not consistently performed well in the world cup.

But Nike's success and Jordan have a very big relationship, its celebrity strategy has been playing star card, which has little to do with the world cup.

Reporters also learned that, as a multinational company, Nike has always trusted consumers by real marketing strategies.

Nike is surpassed in reason.

According to an online survey by Nelson / McKinsey joint venture NM Incite, Nike successfully grabbed the attention of consumers from the official sponsor of the world cup, which was related to the world cup on the eve of the world cup.

With the gradual development of the event, this trend is beginning to reverse, and Adidas and other large sponsors are more concerned.

He Jiaxun, a professor at East China Normal University business school, has expressed his views on this: "it is best to have specific data to illustrate that some remarks on the Internet may be a subjective and one-sided feeling of netizens, that is, Adidas presses Nike, for example, the advertisements put on Adidas sites, or the advertisements in the world cup, or the degree of sponsorship is relatively large.

"He also said that Adidas was the official sponsor of the world cup in South Africa, and that the attraction of Adidas's media in the media has become more prominent than that of Nike.

This is not as exciting as the struggle between Coca-Cola and Pepsi in the 2002 World Cup.

He told reporters that in the 2002 World Cup, as an official sponsor of Coca-Cola, he lost to Pepsi Cola.

"Official sponsors have very good conditions to advertise, but Pepsi Cola only sponsors stars and can't advertise in the world cup, but they can advertise in the name of the stars. These stars themselves are to participate in the world cup, and let us have the impression of first entry through the early advertising effect, so that everyone feels that Pepsi Cola is the official sponsor of the world cup.

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