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Nike Painted "Smile Curve"

2012/2/29 11:29:00 15

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Nike

Once again, many sports brands were renewed.

Jeremy Lin

。

In fact, Nike is a typical representative of light assets and heavy marketing, and it is totally different from the old rival Adidas's sponsorship strategy and style at the marketing level.

Unlike Nike, which focuses on sponsoring outstanding athletes, Adidas has a longer history than Nike, and has a deeper relationship with International Olympic Committee and FIFA, and so on. Therefore, Adidas is also more inclined to become an official sponsor of the Olympic Games and World Cup.

Of course, both of them have sponsored many national football teams and European football clubs, but on the whole sponsorship style, Nike has a strong personality and Adidas is partial to tradition.

It needs to be explained that whether Nike or Adidas, its marketing expenses account for about 15% of annual sales, the core lies in its "light assets" mode.

The so-called "light asset" mode is outsourcing the product manufacturing and retail distribution business, concentrating on design development and operation.

market

Promotion and other business; market promotion mainly adopts the way of product celebrity endorsement and advertising.

This mode can reduce the capital investment of companies, especially the large amount of fixed assets in the production field, so as to raise the rate of return on capital.

And this kind of

Light assets

In 1992, Stan Shih, the founder of Taiwan Acer group, further deduced the theory of "Smiling": the pformation from the division of labor to the division of labor in the international division of labor, and the enterprises in the world participating in international division and cooperation began to pform from the final product to the factor endowment, and only finished the work in the process of the final product formation.

The production of final products has formed a complete global industrial chain through market research, creativity formation, technology research and development, module manufacturing and assembly processing, marketing and after-sale service.

The division of the global industrial chain takes product manufacturing as the dividing point, which is mainly divided into three parts, namely, product development, manufacturing, processing and circulation. Processing is low because of its low risk, which is located at the bottom of the "U" shape with low rate of return in the industrial chain. The other two sides are higher R & D and sales links with higher returns.

Obviously, Nike's light asset operation mode determines that the company is engaged in the product development and brand marketing business of the smiling curve "U" shape, the high return rate, and the terminal sale to the agent.

"For us, our business model has made us grow rapidly. It is this business mode that enables us to respond to the needs of consumers very quickly and quickly.

I think this model is effective for Nike, and we will continue to use this model in China, the United States and other markets around the world.

Charlie, Nike brand president, said.