Shoe Enterprises Nike Touches &Nbsp Again; Precision Marketing Is The Direction.

This year is Baidu search promotion "whole 10 years", in ten years, Baidu as the "equal achievement of everyone" as the mission, to provide solutions for many enterprises online marketing.

In the past ten years, there have been countless enterprises that have achieved remarkable marketing results on the Baidu promotion platform. They grew up with Baidu and their achievements were proud of Baidu.

To this end, we have launched a search for ten years' leaders' dialogues to reveal their growth story behind search marketing.

It's a few minutes from 0 in December 21, 2011, and 100 pairs of AirJordan 'XIRetro' Concord will be booked online after 0. Fiery This pair of sneakers after 11 years has left many Jordan fans equally neck.

Not surprisingly, in 2 minutes and 13 seconds, 100 pairs were all over the country. shoes The fans fled.

This is just the success of Nike online store. Sale One of the cases, mentioned Nike's online shopping mall, has to mention Baidu's marketing partner in China, Baidu. It is with Baidu in recent years complement each other's cooperation, Nike's development in China has gradually become a fish in water. At the same time, its online shopping mall has also had a good development trend, and all of the above must be traced back to the 2008 Beijing Olympic Games.

Win win cooperation has made brilliant achievements.

In 2007, the period of the vigorous development of China's Internet, and even more critical, was the year when China hosted the Olympic Games for the first time in 2008.

As a world-famous sports brand, Nike will not miss this opportunity to expand its brand development. At that time, Baidu had shown the trend of hegemony in the Chinese search engine market, and the trend of world networking also enabled Nike to choose Baidu as its preferred partner in the scope of its expansion.

Before the Olympic Games, Nike started the all-round cooperation with Baidu, and found the shadow of Nike in Baidu post bar, Baidu know and Baidu encyclopedia. "Although China's Internet development is relatively backward compared with developed countries such as the United States, the company attaches great importance to the demand for a large number of potential Internet users," Huang Ting, Nike's brand communications director, said in an interview.

Nike also hopes to promote the brand image and idea through the opportunity of Beijing Olympic Games, so as to further expand youngsters' awareness of sports and the recognition of sports brands in China. Choosing Baidu is a good opportunity to expand more channels, and it can also reach more teenagers, including teenagers in two or three line cities.

After that, Nike announced in June 9, 2009 its high-profile Baidu brand marketing cooperation strategy. The two sides adopted different models in brand promotion than in the past. They not only integrated the contents of sports events with the contents of Nike brand publicity on the official website, but also implanted Nike brand area into Baidu products, such as Baidu know, Baidu encyclopedia and so on, to achieve the simultaneous exposure of multiple information such as official website, product line, advertising and activities. This is also a landmark marketing event of the year.

The national middle school football league, which is working with Baidu post bar, is a classic case of cooperation at this time. At that time, every school in the middle school league tournament had its own post bar in the Baidu post bar. In this post bar, schools could organize their own teams, and each post bar would have a Nike LOGO and Nike bulletin board.

Subsequently, the teams in these schools compete in the range of brand organizations. Through the competition, some of the star players in these school teams were selected by Nike to conduct more in-depth competitions and training. In this way, Nike has quickly established the foundation for young people in schools.

So far, Nike Baidu's cooperation is getting better. Recently, Baidu data research released the 2011 third quarter sports apparel industry research report. According to statistics, Nike is still the most popular sportswear brand for netizens. It ranks the first with 27.76% attention. It is 1.35% higher than the second quarter and the average daily search index is 229 thousand.

Optimistic about e-commerce, precision marketing is the direction.

With the deepening and development of bilateral cooperation, the way of cooperation is constantly changing.

"In addition to simple keyword marketing and marketing of brand areas, we hope to combine Baidu with Nike to become an indispensable sports expert in Internet users' lives. Any sports related knowledge, products or training information, ball games and so on can be obtained on this platform. Huang Tingru said, "we think that the development of Baidu and the brand demand of Nike are in sync. Nike has simply advertised, the audience passively accepted, and now there are many new social forms. We hope to have further interaction with consumers, not only in the original" you say I listen ". In the existing marketing system, Nike pays great attention to user feedback, and Baidu helps us hear more from consumers.

At the end of 2010, following the trend of the consumer market, Nike also set up an online shopping mall in China. After nearly a year of operation, Nike's 2011 quarter fiscal year second quarter earnings data have been able to reflect the operation results of online shopping mall to a large extent.

In December 21st, Nike released its second quarter financial report in fiscal year 2011. The report shows that Nike's net profit in the second quarter was 469 million US dollars, an increase of 2.6% over last year's US $457 million. Sales in emerging markets increased by 26% over the same period last year, up 28% in the Chinese market. Online sales are also changing from scratch.

"Baidu has great influence on the performance of online shopping centers." Huang Ting said, "online shopping centers rely heavily on Baidu's platform. Once consumers search for product oriented words, we will first push them to Nike's online shopping mall. So online shopping mall has 40%~50%'s guidance from Baidu's traffic.

But Huang said that the sales of online stores account for only about 5% of the total sales in China. The continuous development of e-commerce is a promising trend of shopping development, including Nike.

In the future, Nike also hopes to continue to challenge Baidu's limit. At the same time, Baidu hopes to help Nike find more accurate consumers. Nike also hopes that in the future, while selling online, the unique brand idea will be passed to consumers through more channels on line, and at the same time, the purchasing power of female users on Nike online shopping mall will be enhanced.