Deeply Reading The Essence Of Nike Brand &Nbsp; Corporate Culture And Objectives

August 17th, Nike As the world's most famous global sports brand, it has never had a factory of its own. How did it do it? The trend of today's world is small, light and thin control of heavy, heavy and thick, mental control substances, patents and brand When intellectual property controls physical production, where will Chinese enterprises go?

Nike, as the most famous global sports brand, sold $19 billion 100 million in 2009 and ranks among Fortune 500. Adidas Reebok is also known as one of the most successful consumer company in the past 20 years.

Nike is a genuine middleman brand, and there has never been a factory of its own. Such a large sales volume is all over the world looking for the best qualified manufacturers of OEM, formerly mainly in Japan and Southeast Asia, and now it is mainly China's orders to get Nike. Nike's choice of manufacturer's standard is low cost, timely delivery and quality guarantee. In order to grasp the initiative of cooperation, Nike has no long contract with the manufacturer. This just formed Nike's competitive advantage, ingeniously evaded the risk of manufacturing industry, focused on consumer research and new product development, greatly shortened the life cycle of products, and could quickly launch new models.

In order to excavate the essence of its brand, Nike launched a large-scale rethink activity. What is Nike? What is the essence of Nike brand? Finally, we reached the consensus that whether young or old, professional athlete or layman, whether it is a runner who runs everyday or only at weekends, and even children, has a place in the world of Nike, that is, "real sports quality."

Dreams and ideas are rooted in the minds of people. In order to facilitate expression and communication, a visual identity is needed. It can be a symbolic symbol or a symbolic color, but it must not be blurred. This is the characteristic of a super brand. Nike is the most noble goddess of victory in Greece. It is said that Zeus sent her to the world to crown the winner. Nike has a pair of wings that can fly, full of energy, singing from heaven to win the song of victory, and offering wine and wearing crowns. To spancend self and win is the desire of every athlete and the best interpretation of the core concept of Nike brand. From 1980s to 90s, 200 NBA players, 275 American professional olive players and 290 professional baseball players all wore Nike shoes. 77% of the 18-25 year old American boys believe that Nike is the most ideal sport shoe, and the power of Nike's marketing strategy can be seen.

Bowerman, one of the founders of Nike, 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. " Another founder, NAT, believes that sports have no end. Only through the spirit of continuous struggle and the spirit of continuous innovation can we run the spirit of sportsmanship, performance, freedom and freedom as the core of Nike's pursuit of individuality.

Nike's goal is to improve the quality of human life through exercise and fitness. Nike's brand members, including Nike's employees and customers, share the "indomitable spirit of struggle". Nike only recruits people who are constantly facing difficulties, and hopes that every employee loves sports. Everyone in the company has a healthy body. Nobody is allowed to smoke here. The management encourages people to use bicycles and skates instead of driving. People will use the noon time to exercise in the fitness center for two hours. {page_break}

Nike has spared no effort in product innovation. The company has formed a user survey Advisory Committee composed of foot doctors, coaches, athletes and corrective experts. It regularly discusses problems such as design, materials and principles, and designs shoes and structures according to ergonomics theory. In order to get the final testing feedback information, Nike has been insisting on setting up specialized retail stores for many years, constantly soliciting customers' opinions, introducing the latest products, and timely understanding the market changes so as to further research and develop.

In all the advertisements of Nike, it is a consistent style to dilute the product and highlight the spirit. Nike condenses the career dream of employees, more like a big family with common dreams and deepening friendship in the process of joint struggle. Any employee of a company is a carrier of brand spirit spanmission. Any enterprise's behavior is a direct expression of brand spirit and idea. The significance of Nike brand goes beyond a pair of sports shoes and becomes the spiritual pursuit that makes everyone closely linked. Therefore, thousands of customers' hearts respond and resonate.

Nike's dream of improving the quality of human life has been spanformed into a materialized sports spirit and also a symbol of human conquering nature and surpassing oneself. What always supports Nike is the passion to reach the peak of sports. It is something that attracts athletes. It draws an equal sign between sports and life, and excavates the psychological needs and expectations of audiences who aspire to live and cherish life. Excellent creativity gives the product an added value that satisfies the psychological, visual, aesthetic and emotional qualities of the target audience.

Nike uses young idol idols such as Michael Jordan to spread, and uses video games to design Nike's special games. Whenever the new model is launched, the band is asked 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 trend of today's world is small, light and thin, controlling the big, heavy and thick, and the more highly skilled mental work returns, the higher. China is a big manufacturing country, but faced with the fact that physical production is completely restricted by the situation of patent and brand operation, it is complacent with the current situation or trying to find opportunities to break through, which determines the future trend of China's economy.