Nike'S "Star Factory" Includes Li Na, Liu Xiang And Other Sports Stars.

As a result Nike Spokesperson, Li Na To win the French Open women's singles championship is to become the "right fruit".

Nike Star retrieval

Just like the production line, Nike started the system of "Na" marketing more than 10 years ago.

Late in the night, on the red soil of Roland Garros stadium, when the "Na" was blooming, Li Na, who won the French Open women's singles champion, fell on the court excitedly. Zhu Jinqian, on the side of the TV, knows that his "battle" has begun.

Zhu Jinqian is Nike East China sports (China) Limited (hereinafter referred to as "Nike China") general manager of East China. What she wants to do is to change the main sales outlets of Nike East China to the "outfit" to celebrate Li Na's winning as soon as possible.

For Zhu, he is very familiar with this kind of work. 5 years ago, in July 12, 2006, Li Na, who was the spokesman for Nike as well as Liu Xiang, created the world record of "12 seconds 88" in Lausanne, Switzerland. Zhu Jinqian, director of Nike China Communications, participated directly in the record of integrated marketing of Xiang Fei people at that time.

Compared with the "Xiang marketing" that happened 5 years ago, there is no big difference between store replacement, T-shirt production, plane, TV and website advertising. However, after years of accumulation, micro-blog's marketing system is more systematic and interactive.

Fourteen years waiting

"A lot of people worked hard and stayed up all night. Wuhan Jianghan Road started last night, and the people of our hometown came to our shop with firecrackers. At noon on June 5th, Zhu Jinqian entered MSN, and she was still busy for a night.

Li Na is a member of the martial arts who supports Li Na's "Nanni folks" who turned hard from the "single flight" to the professional athletes in 2008. After Li Na became the first tennis player to win the four Grand Slam championship in Asia, Li Na shared his joy with Nike company more like an instinct reaction than Li Na's first "thanks to sponsors".

"The cooperation between Li Na and Nike began in 1997. When Li Na was 15 years old, Nike helped her to The John Newcombe Tennis Academy in Texas, USA (John Newcombe Tennis Academy). It was Li Na's first chance to exercise tennis skills and learn English abroad. Li Na always thought it was a great experience. Huang Xiangyan, director of Nike China Communications, said.

Indeed, it is hard to have any brand like Nike, which has been consistently sponsoring the same spokesperson for a long time and has had a bumper harvest in the fourteenth year.

"There are some misconceptions about sports marketing in most Chinese enterprises, always trying to maximize output with minimum input." Zhang Qing, President of Sports Management Consulting Co. Ltd., said: "this is not a problem in specific circumstances. But the core principle of business games is actually value exchange. If a brand can not first impress the corporate spokesperson from the heart, how can the spokesperson reveal the true feelings in the face of consumers, which will better convey the understanding of corporate brand?

According to Huang Xiangyan, for the past more than 10 years, the most important thing for Nike to serve Li Na is to provide her with all kinds of sports equipment needed for training and competition. Of course, it also includes casual sports clothes. In addition, Nike hopes to present Nike's support for this great athlete at the right time, such as the women's singles champion who won the French Open this time.

Nike's support is by no means empty talk.

In 2002, Li Na was disappointed with the "national system" of tennis, so he retired for two years to go to university. But Nike did not give up contact with Li Na. In 2004, Li Na re emerged from the mountains, and Nike quickly reclaimed its leading edge.