Nike'S Success: Forging Middleman Brand

Nike as a global

The official name of Nike was in 1978. By 1999, global sales reached 9 billion 500 million US dollars, and entered into the Fortune 500, which surpassed the leading brand Adidas and Reebok in the same industry, and was praised as the world's successful consumer company in the past 20 years.

The innovation of Nike marketing lies in its adoption of the intermediary brand line. In order to show its core advantage in the market, it does not build its own production base, and does not produce Nike shoes itself. It is the manufacturer who looks for the best conditions in the world for Nike production.

Moreover, its signing time with manufacturers is not long, which is conducive to Nike's initiative.

The criteria for choosing a manufacturer are: low cost, prompt delivery and quality assurance.

In this way, Nike has avoided the risk of manufacturing companies, concentrating on research and development of products, greatly shortening the life cycle of products, and rapidly launching new models.

Another marketing innovation of Nike lies in its dissemination.

It uses young idol idols such as Mike and Jordan to spread. It also uses video games to design Nike's special games.

Whenever the new model is launched, it asks the band to play and spread a change of thought and quality.

Nike's communication strategy has rapidly promoted its brand awareness and established its highly recognized brand equity value.

The success of Nike is that it concentrates on doing what is best at others, and gives others something else that is not good at doing.

This has become a new competitive strategy, but it is mainly for these innovative companies.

This is the old Rockefeller style.