Nike Starts Dancing In China

Nike is blowing up a healthy dance trend in China, from north to Beijing and south to Hongkong. Nike has launched a round of advertising campaign entitled "5678" in many golden areas.

To create performance, companies can no longer rely on marketing, but rely on brands to attract customers.

The brand value of sports brand Nike in 2004 was as high as 9 billion 300 million US dollars. The success factor was to establish close relationship with customers and promote the sale of sports products by holding different types of sports events, and the female customer group is one of the Nike's market in recent years.

In recent years, the sports atmosphere has continued to blow, and even sports marketing practices have become diversified.

"Nike's philosophy is to be a leader in sports brand. Besides launching different fashion products, it also wants to lead the movement and lead the new trend."

Ye Zhiying, senior manager of Nike Limited Hong Kong Company, said that Nike will continue to organize various sports activities for different groups of customers every year, such as "Super Basketball League" for young people under 19 years old, and "5 person football match" for football fans.

"We hope to cultivate feelings with customers through different activities so that they can feel the spirit of brand promoting sports boom."

"5678", the successful brand of health dance, must have extensive product line combined with market marketing activities.

In recent years, women tend to love sports, and the growth potential of female sporting goods is huge. Nike set up a Nike Women membership system in Hongkong 4 years ago. In view of the female sports market, it became a partner with the fitness center and taught Hip Hop, BodyJam, Capoeira and other diversified fitness dance courses.

"In Hongkong, women are more and more interested in dancing classes, and dance classes promoted by fitness centers are very popular.

For example, in 2003, the most successful health dance class gathered more than 2000 customers in 5 weeks.

When more people are encouraged to do sports, they will naturally drive the sales of sports products. "

Nike Women launches a global theme every year. In February this year, in Asia, Japan, Korea and Hongkong, China, the slogan "5678" was used as a slogan.

In April 1st, Nike Midnight Jam 2005, which was held in Kowloon Bay exhibition and trade, allowed members to bring their friends and other members who met for the first time in jam dance.

The staff of Nike said, "to promote healthy dance, the purpose is to encourage members to participate.

From activities, brand new information can be pmitted to consumers, and promote two-way communication, and also enhance brand attractiveness.

Products - Fashion functions, and related women's sports goods are also launched with the theme of "5678", such as sports trousers, dancing vests and other accessories, which make the theme more outstanding.

"Nike's products focus not only on fashion but also on functionality.

We advocate that when customers participate in different sports, they should wear appropriate sports shoes and accessories. "

Ye Zhiying, for example, has many lateral movements when dancing healthy dance. The sole texture design of dancing shoes is different from other sports shoes. Choosing the right shoes can reduce injuries in sports.

When researching and developing new products, the company will collect professional opinions on international athletes, such as basketball players, football players and runners, so as to produce products with competitive advantages.

She refers to the latest idea of "Nike Free" running shoes, which is the African runner who runs from barefoot running. The shoe has simple lines, and the soles are made of innovative shoe making materials. They can flexibly stretch and flexion, so that runners are able to reduce leg muscle pressure when running training, just like barefoot running.

"The product takes shape and functionality inside and outside, giving athletes better performance and beautiful wearing effect."

Electronic network, a new source of tourists, Ye Zhiying also mentioned that the channel of interaction with customers also covers electronic channels.

"To let customers know the theme of brand promotion every year, apart from TV advertising and shops, the Internet is also an important element."

Every time the company takes part in activities, the company will sign up on the official website.

Because this way of response is faster, and eliminates the traditional way to fill in forms, mailing and other cumbersome processes.

"And you can also distribute activity information on other highly visited portal websites, not only to reach new visitors, but also to bring the visitors to the official website and increase the number of visitors."

Because Nike actively develops the electronic propaganda channel, it makes it "Yahoo" in recent years.

The emotional brand award is on the list.

This year's YAHOO Hongkong held the third Yahoo!

The emotional brand award aims to commend the brand and behind the scenes heroes who have won the support of netizens. They are divided into 17 groups, including travel agencies, airlines, mobile phones, audio-visual products, jewelry and daily / sportswear.