Attach Importance To Technological Research And Create Different Nike

October 20th is currently ranked number one in the world. brand The sports brand of value is Nike. In the sports brand camps of competitors like Lin, Nike is actually a young man, a real successor. Nike (NIKE) the brand was founded in 1972 and has not been established for forty years. And let's take a look at the top ranking sports brands, such as Adidas (Adidas) and Puma (Puma), which were founded in Germany in 1948; UMBRO (UMBRO) was founded in 1924; CONVERSE (Converse) was founded in 1908; Reebok (Reebok) was earlier established in 1895. Why did such a young Nike become the leader of the global sports brand in less than forty years? How to defeat those strong competitors who have a long history? I think three magic weapons are most worth learning for us, especially those younger Chinese sports brands.

First of all, attach importance to technology research and development. In 1972, when Phil and Bowerman invented Nike shoes, they did not get good results immediately. market Effect. Until one Sunday morning in 1975, Bowerman fiddled with a propane rubber in the iron mould of waffles, and made a new type of sole. The small rubber round nails on the "waffle" sole make Nike more elastic than other popular shoes in the market. It is this seemingly simple product innovation that first made Phil Bowerman and Bowerman's career. This shoe is very popular with athletes, so as the market gets better, the sales volume of these shoes reaches US $14 million in 1976, and the sales volume in the previous year was US $8 million 300 thousand, compared with us $2 million in 1972. It is precisely because of this origin, coupled with the same importance of many competitors in the market, that Nike has become a brand that attaches great importance to technology research and development. Since then, Nike has carefully researched and developed new products, and made many of these products the most innovative and state-of-the-art in the market at that time. Moreover, Nike's research and development attaches great importance to the fields of ergonomics and bionics. The design styles of these products are often designed according to different foot types, weight, running speed, training plan, gender and different technical level. In this way, the design of the product is more in line with the needs of consumers, not only in functional compliance with the needs of sports, but also more in line with the needs of consumers in terms of safety and comfort, and many products can even improve athletic performance. At present, Nike is spending 4% of its sales revenue on product development every year, which enables Nike to maintain its technological superiority in many sports products, so as to ensure the competitive advantage of its products and brands. In contrast, our domestic sports brands and R & D investment are far from enough. Lining, whose domestic R & D is more concerned about product development, accounts for less than 3% of its research and development expenses in 2008. Therefore, the research and development of new products and new technologies, as an important bottleneck for the development of domestic enterprises, must be breakthroughs. Under the existing conditions, the most effective way is to rely on the strength of enterprises, countries and research institutes. If the enterprises are willing to invest, the government should also give certain policies and financial support. The scientific research institutes should combine their research direction with the enterprises and the market. Only in this way can our sports industry's R & D level get closer to the international advanced enterprises, so that we can finally catch up with the advanced international technology and lay the technical foundation for the growth of China's sports brand. {page_break}

Secondly, we should attach importance to the building of the core spirit of the brand. Nike founder Bill Bowerman once said, "as long as you have your body, you are an athlete. As long as there are athletes in the world, Nike will continue to grow. " The core spirit of this brand makes Nike focus on sports products market and focuses on sports needs of athletes. With the continuous segmentation of sports products market, Nike also differentiated different products. Now the company's products include sportswear, shoes, sports equipment and so on. The development of technology is also focused on meeting the needs of different segments of the market, even different groups of people and individuals. But in any case, as long as there are athletes, there is a market for Nike to survive and develop. Nike will continue to advance and work hard. This is the spiritual driving force for Nike's constant growth. Of course, China's sports brand is still very young, to Lining also has only twenty years or so history, in the brand precipitation, naturally can not look at the foreign giants. However, from now on, domestic enterprises should start to form their own core values and ideas in terms of brands, and quickly form brand awareness with the help of market forces. On the other hand, domestic enterprises can also consider acquiring some foreign brands which are small but have a long history. After being marketed, it has become a sub brand of domestic enterprises, thus speeding up the barrier of time.

Three, we should attach importance to learning and learning. Nike relied on innovation and started to rely on large-scale R & D investment to maintain technological leadership. But the real driving force that pushed Nike into the forefront of the US market is not product innovation but imitation. When Nike grew up and had a certain scale, Nike chose to imitate products from Adidas's products. As a result, the counterfeiters defeated the inventors.

Speaking of this, some people think that the innovation and marketing methods of supply chain are also the core competitiveness of Nike's success. This is of course. But for the young sports brands in China, as the global manufacturing center, Chinese enterprises enjoy the same supply chain advantages as the world's enterprises. Meanwhile, the propaganda and promotion methods in the domestic market are becoming homogenized. Under such circumstances, technological innovation and brand building are the key elements that determine how far Chinese brands can go. Learning and learning from the skills and experience of excellent enterprises is also a convenient way for domestic enterprises to quickly narrow the gap with international giants. Therefore, as the most dynamic and promising market in the world, the local sports enterprises are facing a rare opportunity for development. If we can make full use of foreign technology and management experience and strengthen technological input and brand building, there will be a world-class brand of Chinese sports from time to time, no matter from the scale of sales revenue or the gold content of the brand.