Nike Is Surpassed In The Sense Of Winning The World Cup.

According to a research report released by UBS, the first Nike in the mainland market will launch low price products in the second quarter of next year. The lowest price of a pair of Nike shoes may be only three hundred yuan, which seems to be related to its official sponsor Adidas in the world cup in South Africa.

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 public mind is.

Li Guangdou, China's ten largest brand planner, said in an interview with reporters that Nike's price cut would not be too risky from its brand positioning.

Price is a double-edged sword. When a brand goes to fight price war with others, the brand has no advantage. Everyone will feel that it is very cheap and no conspicuous. The biggest threat is not the brand itself, but the profit.

Nike is always Nike.

May take risks

In UBS's view, Nike lowered its sneakers.

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 the local brand grows fast, it 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.

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.

According to an online survey by Nelson / McKinsey joint venture NMIncite, Nike, on the eve of the world cup, successfully grabbed the attention of consumers from the official sponsors who had fallen heavily in the world cup through the advertising related to 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, Professor of Business School of East China Normal University, 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, such as the announcement of Adidas's venues, or the advertisements in the world cup, or the degree of sponsorship.

He also said that Adidas is the official sponsor of the world cup in South Africa, and the attraction of Adidas in the media has become prominent after being granted official sponsorship.

A comparable example is 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 good conditions to advertise, but Pepsi Cola only sponsors stars and can not 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.