Signing Fan Run, Nike's Retrogression!

Fan run, a "great people teacher" who is away from Chinese traditional culture and ethics, is an engineer without soul and human soul. However, it has been signed by Nike as spokesperson. It can not be said that Nike's strategy of China's market is sad. It is also a huge failure of Nike's brand management. In 1980, when Nike entered China and established the first production Liaison Office in Beijing, Nike adhered to the concept of "Local for Local". It not only introduced advanced technology to China, but also devoted itself to the cultivation of local talents, production technology and sales concept. Through such a local way, Nike has made rapid progress in China. Although Nike has been ahead of Adidas in the Chinese market, Adidas has invested heavily in 1 billion 300 million yuan in 2008 to win the sponsorship of the 2008 Olympic Games. In August, it paid 3 billion euros to acquire Reebok, the second largest sports brand in the United States. After that, the market of Adidas made a great pressure on the Nike. Only a star such as Liu Xiang and Yi Jianlian could not compete with the Olympic marketing, so was the signing just for the gimmick of event marketing? Or is fan running really in line with Nike's "people-oriented, independent personality" purpose? Fan run can not say Nike's market courage. It is said that fan ran runs the three series of endorsements, seven brands of running shoes are mostly salable in the western market, while fan run runs the annual endorsement contract of only seventy thousand dollars, while Liu Xiang achieves two million and five hundred thousand dollars in the same series of advertising revenue. Because of this super low price advertising contract, the lowest price of the company's endorsement contract has been established. Is Nike a low price for endorsement? What Nike values is the appeal power of fan run, hoping to gradually expand Nike's brand personality in fan's personality, so as to achieve the expansion of Nike's segmentation market. Will the market develop according to Nike's ideas? I believe not! As a spokesperson for the market segmentation, fan run is also a win for Nike in the Olympic marketing campaign. But what is the brand reputation of Nike in the Chinese market? It is evident that Nike has been rushed to the doctor under the great pressure of Olympic marketing. The violation of fan run's individualism and traditional Chinese moral culture, the violation of Chinese educational culture and the violation of Chinese social responsibility have touched the emotional bottom line of Chinese consumers. Without careful investigation, Nike did not think about the impact of Chinese culture in the market. It was not enough to understand the Chinese market, do not understand Chinese culture, and do not understand Chinese consumers. Nike's brand awareness in China is already in the lead. What needs to be done is to constantly shape the reputation of Nike brand and form Nike's brand culture so as to achieve the ultimate brand marketing. Endorsement is a very good market strategy, but the choice of spokesperson? Fan Paopao gained a lot of support because personality claims are getting more and more attention in China, but it does not mean that there will be a culture of individuality and mainstream culture. If the brand culture wants to succeed, it needs to be consistent with the mainstream culture of a country. Fan Paopao's behavior has already been close to the bottom line of the Chinese public's moral emotion, and it seems to be full of personality with the foil of Guo's jump. But for a brand, a famous Nike brand, this kind of endorsement is like gilding the lily, and even touches the public's emotional bottom line and has a brand crisis. As a brand marketing, it should not only damage the reputation of the brand just because of the expansion of the demand brand reputation. The accumulation of brand reputation plays a very important role in the market share of the brand. Simply promoting the reputation of the brand and damaging the reputation of the brand can not be regarded as a very short-sighted market behavior of the brand. The development of Chinese market has made that pure speculation become a kind of consumer weary behavior. Ignoring the bottom line of consumers' moral emotion and promoting brand marketing will also be condemned and resisted by consumers. Some netizens suggested that once the runaway teacher Fan Meizhong endorsed Nike's running shoes as a fact, he would resolutely resist Nike's sales in China. No matter whether there will be a boycott or boycott, Nike's reputation will drop to a very low level at this point, and even become a serious brand crisis. Chinese consumers' emotional bottom line is more and more unchallenged. Carrefour's boycott and its marketing provocation have become more boycotts and even evolved into a serious brand crisis (global brand network). It can't be said that all the brands in China are a precedent, and the market promotion behavior that ignores the bottom line of Chinese consumers will not be successful. If Nike wants to learn to market in China, let's know about Chinese culture first. The development of a brand follows the rule of a cultural development. If you want to integrate Nike culture into the mainstream culture of the society, what Nike needs to do is not publicize the individualism of individuality, but integrate into the society and integrate with consumers as the mainstream culture of the society, and ultimately achieve the marketing purpose of brand culture. Signing Nike's brand backwards! It will also serve as a warning for other brands.