International Sports Brand, Light Assets And Heavy Marketing Continue

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, and the core lies in its "Asset-light strategy" mode.

The so-called "light asset" mode is to outsource product manufacturing and retail distribution business, and to focus on design, development and marketing.

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 light asset model, in 1992, for Stan Shih, founder of Taiwan Acer group, further deduced the theory of "Smiling Curve": the pformation from the division of labor to the division of labor in the international division of labor mode, and the world's enterprises participating in the international division of labor and cooperation began to pform from the final product to the factor endowment, and only finished the work of a certain link in the final product formation process.

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,

"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.

Nike brand President Charlie Denson told China business newspaper reporter.

So why is it that Lining [9.10 0.00%], which also pursued the "light asset" model in China, is not as handy as Nike and even surpassed by Anta, which advocates "vertical integration"?

"On the one hand, compared with the internationalized Nike, Lining's internationalization degree is not high, and its relatively limited scale of business has made the global sports resources more available for the Chinese market, and the output efficiency of the units is relatively low.

On the other hand, the manpower cost advantage made in China still exists. Anta has its own processing plant and can really create benefits in product manufacturing, especially in quick replenishment. At the same time, Anta has a relatively complete sporting goods manufacturing industry cluster in Jinjiang, which can further reduce manufacturing costs. "

Wu Shaoqing, general manager of Beijing Bo Run brother management consultant Co., Ltd.

In addition, another misunderstanding of the "light asset" business model is that Brand Company is indifferent to the production of "full outsourcing".