Nike Declassified New Marketing Strategy &Nbsp; Bold Mode Of Adjustment

This cruel market has always been the basic principle of survival of the fittest. In the past, the marketing offensive launched from top to bottom and around popular products has gone forever.

Nike is running new and interactive marketing methods that enable Nike to communicate directly with users.

In the past, the marketing offensive launched from top to bottom and around popular products has gone for ever. Whether it's superstar tiger Woods's endorsement, the launch of the signature version of the "Air Force 1", or the release of Parody in the late 1980s, by Nike Jackson, can be sold by the brand Knows logo of the entire brand. "Bo".

These marketing methods have been replaced by brand new marketing activities full of interactive elements, which enable Nike to communicate directly with users.

Few visitors to Nike (Nike) headquarters have been to the third floor of the Jerry Rice Building, Jerry.

The 192 acre Nike headquarters is located in Beaverton, Oregon, which is located at the north end of the headquarters park.

Even if Nike's own staff, most people know little about what the staff in this building is doing.

There is a sign on the gate of the building, which says, "forbidden area: we heard you knocking at the door, but we can't let you in." this is not a joke.

In the building, five or six employees gathered in various conference rooms, and the whiteboards in the conference room were filled with various equations.

Among them, there are large numbers of engineers, and scientists. They are either from Massachusetts Institute of Technology (MIT) or from the Apple Corp (Apple).

The building is heavily guarded. It is strictly forbidden to divulge Secrets: if a visitor is allowed to enter, and if he stares at the computer screen for a longer time during his visit, a public relations officer will jump out to block his view immediately.

Such strict confidentiality and special channel safety monitoring were once the only treatment that could be enjoyed by sophisticated shoe technology: for example, we found a new type of foam blowing polyurethane, or made other breakthroughs in cushioning technology.

But the employees in the lab we are talking about are not making shoes or clothes.

They are quietly launching a marketing revolution.

This building is the site of the Nike Nike Digital Sport.

It is a new Department established by Nike in 2010.

At a certain level, the Department's goal is to develop various devices and technologies to help users monitor personal statistics when participating in sports.

The most widely known product of the Department is the Nike+ running sensor.

The joint product developed by Apple Corp can monitor the performance of jogger in sports.

Now, a total of 5 million people use this tool to check their state of motion.

Last month, the "digital movement" Department launched its first heavyweight follow-up product -- monitoring energy output "fuel wristband" (FuelBand).

However, the work of the digital sports department is not limited to the development of hot sports gadgets.

This department has gathered the most outstanding marketers in the world today. They hold the data of Nike consumers and occupy the unique advantage. They are expected to use these data to track consumers and create online communities, so as to establish an unprecedented solid relationship with consumers.

Nike has made a huge plan to pform most of its marketing activities into digital areas, which is part of it.

Since the birth of the slogan "just do it", even the student of Graphic Design Department of Portland Portland University (Portland State University) has painted the sign of Swoosh on the paper (Swoosh), the most significant change has taken place in Nike headquarters.

Please try to recall the Nike advertisement you saw on TV recently.

If you can't remember, don't be surprised.

Although Nike's total marketing budget is still rising steadily, it hit a record $2 billion 400 million last year, but its advertising expenses in TV and print media in the US dropped by 40% in three years.

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Blaine, a brand consultant and senior creative director of the advertising industry in Corinth, said: "nowadays, Nike has rarely launched traditional media advertising."

In the past, the marketing offensive launched from top to bottom and around popular products has gone for ever. Whether it's superstar tiger Woods's endorsement, the launch of the signature version of the "Air Force 1", or the release of Parody in the late 1980s, by Nike Jackson, can be sold by the brand Knows logo of the entire brand. "Bo".

These marketing tools have been replaced by new, interactive marketing activities that allow Nike to communicate directly with users.

From the wristband that monitors the movement state, to the 30 storey Nike Twitter fans' message big screen in Johannesburg, and then to the large advertisement that Oscar nominated director filmed, not on TV prime time but on Facebook, all this is the embodiment of this new marketing trend.

Jon bond is the co-founder of Kirshenbaum Bond Senecal &Partners, and now runs a social media advertising company, Bond.

He said: "obviously, Nike believes that even if there is no large-scale advertising on TV, their business can still be thrived."

The reason for this change is simple: Nike needs to be close to consumers.

Its core consumer image is a 17 year old teenager.

He spends 20% more on sports shoes than adults, but he has already given up television, but he has enjoyed a lot of life in all kinds of online communities.

Nike not only thinks that it can expand the market without the need of large-scale TV advertising, but also indicates that the digital world can make its brand and consumers interact more closely. The degree of tightness may be comparable to the early development of Nike.

At that time, in 1960s, Phil, the founder of the company, opened his own car and sold shoes himself.

Not long ago, in an interview with Fortune, Nike CEO Mark Parke said in his office filled with furnishings in Beaverton that this is a major change.

He said, "the mode of communication before is that this is our product. This is our advertisement. I hope you like it.

But now the way of communication is dialogue.

Attracting locals is better than Yao Ming.

Different markets prefer different athletes.

In China, people are crazy about Kobe Bryant (Kobe Bryant).

Believe it or not, Kobe is far greater than in the United States.

He hosts his own reality show and travels to China every year to meet with fans.

Morning Star Inc (Morningstar) analyst Paul Swinnand (Paul Swinand) said: "he is a combination of Michael Jackson (Michael Jackson) and Michael Jordan (Michael Jordan)."

Kobe is sponsoring Nike's brand of the new middle class, a new customer base of Nike brand.

Nike's market is its biggest engine of growth.

Bold action

Soccer is Nike's $2 billion business.

But in 1994, sales were only $40 million.

During that year's World Cup, Nike executives persuaded founder Phil Nate to increase the strength of the football industry to enter the international market.

In 1995, the company signed a 10 year sponsorship contract with the world-famous Brazil national team.

In 2008, the company acquired an influential European brand, UMBRO (Umbro).

At present, Nike is the leader of this sport product.

Adjustment mode

Nike's retail strategy in the US is to operate a small number of Niketown stores, most of which are sold through national retail chains.

However, due to the relatively large number of shopping malls in China, the company has to change its sales plan, and has opened over 5000 stores with its retail partners, many of which are small boutiques focusing on single sports.

Because there is no retail chain competition, product discount is relatively small, which is one of the reasons for the high gross profit margin in the Chinese market.

Credit Suisse estimates that China's gross margin is 37% and the US is 23%.

Nike may bring the model back to the United States: it opened a basketball product monopoly housing House of Hoops in 2007 with Foot Locker, a network retailer, and opened new stores in 9 places last year.