Brand Competition Of Nike VS Adidas

It's brand competition.

All channel capabilities, service capabilities, and product characteristics will eventually be mapped into the minds of consumers, reflecting the words "a brand is a good brand".

Loyal consumers are not clear about why they like a brand, and the proportion of product prices and other indicators in their purchase decisions is no longer the only important thing.

In short, an open commercial market is for two groups of people, buyers and sellers, and the prosperity of business is facilitated by buyers and sellers.

If a clap does not make a sound, the seller will always sacrifice the price war in an elementary way because the buyer and seller are immature.

The immature performance of sellers is due to the lack of strategic planning and marketing capabilities, so they will compete in price war or fight with price as a gimmick.

The immaturity of buyers is due to the limited accumulation of consumption experience and consumption experience, resulting in low brand loyalty.

When consumers don't know why they like a brand, or they don't know what brand they want to choose, price becomes the eyeball's information.

Relatively speaking, the European and American market is a fully competitive market. The brand loyalty of consumers is high and it is not easy to pfer to other brands.

When consumers have brand loyalty, even competitors "50% off" will be unmoved, because the use of this brand will give consumers a lot of brand value-added, such as representing a certain identity.

At the brand level, Nike and Adidas both attach great importance to the brand's sustainable development ability.

Brand covers many aspects, not only represents the product itself, but also represents the raw materials, design, packaging, performance experience and so on.

Both will invest a lot of money in the development of new products, such as the famous "Air" series, which is Nike's research and development achievements in the field of basketball shoes.

In the actual marketing activities, the competition means adopted by the two companies are low to high. While spreading the brand concept, the two sides will keep a close watch on the price of the other party, and will also fight the price war from time to time.

But the two sides are very clear that price competition and low price strategy are unsustainable, because when the external environment changes or new technologies emerge, there will be new consumer experience.

Therefore, although China is a country that is sensitive to price, the two companies do not give the price to consumers naked, but only indirectly and tactfully convey this information.

The competitive marketing mix is formed by the combination of price, channel, consumer communication and product characteristics. It is reflected in the combination of "I call Nike" or "I call Adidas".

For example, over the past 10 years, both companies have been very optimistic about the Chinese women's market.

Adidas once put forward a slogan called "let women move."

Adidas's choice of advertising time is also very fastidious, generally choose in spring and autumn, because these two seasons are easier to arouse people's sports needs.

Adidas's title of official Olympic supplier is only the first step of publicity. In the past four years, it must continue to communicate with the target group or the public about Adidas's relationship with the Olympic Games and pass on its brand relationship.

Chinese enterprises are not bad money, but the difference is the one breath, the difference is the marketing concept and brand strategy.

The fundamental motivation of sponsoring sports events by many Chinese ethnic enterprises is to expand their popularity and expand sales through sponsorship, only to find marketing channels, but they did not expect to increase brand value through brand marketing, and then to maintain sustainable development in competition.

Nike has never been an official sponsor of the Olympic Games.

Adidas paid tens of millions of dollars in sponsorship at the London Olympics, but Nike became the winner of the London Olympics.

After the end of the Olympic Games, according to a foreign Internet survey, 37% of the 1034 Americans interviewed considered Nike to be the sponsor of the Olympic Games, while only 24% of the genuine sponsors Adidas knew it.

Why does Adidas spend money on sponsorship, but it is Nike that benefits? From the origin of these two brands, Adidas is the boss of professional sports products before Nike was born.

"To live your greatness" is a large-scale theme communication event launched by Nike in 25 countries this summer. Its core is to reinterpret "greatness" from the perspective of ordinary people: not only are Olympic athletes eager to surpass their limits, but also ordinary people in daily life can harvest their own great moments.

Regardless of success or failure, the focus of every audience will become the creative material of Nike micro-blog. In the shortest possible time, we can use the most refined words and appropriate pictures to express the voice of the public.

Micro-blog's dissemination of "live great" series has made Nike a big winner in Olympic marketing communication, and has also become the object of learning in the industry.

The spread of Nike from beginning to end does not describe a product or product price, but Nike's highly respected sports spirit has touched the hearts of people in the media.

In Nike's "live your greatness" advertised in the world, there are clever "London" words in the commercials, such as "London Hotel" and "London Square", which have obvious hints, but cleverly circumvent the forbidden area.

This is the inspiration from the brand competition of high rank.

In this competition, Adidas and Nike defend their respective battlefields and advocate their respective ideas. People are moved and inspired. They also look forward to seeing their excellent communication topics in the next major sporting event.

Nike and Adidas are strong because of competition. They have developed the spirit of sports because of competition. They are also writing "great competition" with their actions.

Service marketing competition in mobile Internet

Nike has become an important network platform and mobile Internet platform for sports enthusiasts.

The first generation of Nike running products and applications came out in 2006. Through the combination of two revolutionary interactive mobile apps and new digital technology shoes, the runners have recorded, measured, contrasted and shared their running experiences throughout the world, and shared information through the Nike+ community.

The community was founded in 2006 and has nearly 7 million registered users so far.

In fact, the earliest cooperation between Nike and apple is an attempt to cross border cooperation and cross marketing between fashion and sports goods, which is the same as a fashion designer's cooperation with his brand.

The reason for such a business opportunity lies in the fact that there is a certain degree of correlation between the two brands, which is close to the same type of consumers.

But with the development of mobile Internet technology, the cooperation between them has gradually become a successful cross-border portfolio. It is in line with the trend that consumers are involved in product manufacturing nowadays. Because of the participation of consumers, this has a unique value and experience, which improves consumer loyalty to the brand.

A concept to be mentioned here is the uniqueness of experience.

When apple sells mobile phones, mobile phones are standardized materiality, but iTunes platform and App Store can enable consumers to download personalized software products according to their needs.

When users use Apple phones, the use experience is unique.

In the same way to explain the success of Nike+, no matter what kind of tangible high-tech chip is used by Nike's shoes, the experience of every Nike consumer in the network community is unique. The only one is that he can see the sports records of himself or others, and can also participate in sports competitions launched by the Internet world.

The law of competition: once Nike wanted to be a follower at the beginning of its founding, it later found that the direct competition that defined itself as followers was not good for Nike.

Because Adidas has a deep impression on professional athletes, Nike has positioned itself as professional and fashionable, and the target group is the mass consumer.

The law of competition: to do well in service is not to increase the cost of competitive services, but to provide customized services that others can not provide, and to make consumers feel that service is designed for their individual.