"Fan Pao Run" Endorsement Nike Brings To The Shoe And Clothing Circles

In the past 5 months of the "12." Wenchuan earthquake, the news of Nike's running shoes, which was 70 thousand dollars endorsed by fan Pao ran, has been widely circulated on the Internet and caused great controversy.

Reporters first contacted Lv Xiaolin, who was in charge of Nike's public relations affairs. Mr. Lu denied the endorsement and expressed frustration and inexplicable connection between Nike and fan Pao run.

On the one hand, "fan Pao run" endorsed Nike's running shoes, which was vividly pmitted. On the one hand, the Nike side's expression was empty. When the reporter was surprised, he could not help asking, "fan ran"?

Fan Meizhong, a teacher of Guangya school in Dujiangyan, Sichuan, is now widely known as "fan Pao run".

The teacher graduated from Peking University. In the earthquake, he didn't take the students out like other teachers. Instead, he ran to the school's playground first.

According to description, Fan Meizhong was in class during the earthquake.

The desk shook, but he thought it was a slight earthquake and told the students not to panic.

But before the lecture was over, the teaching building shook violently.

Later, Fan Meizhong found himself the first person to arrive at the football field. After waiting for a while, the students came to the playground.

Later, his speech to the students was rather interesting: "I am a man pursuing freedom and justice, but not a man who has sacrificed himself after others."

In this instant of life and death, I can only consider sacrificing myself for my daughter. Even the other people, even my mother, will not be in such a situation.

Fan Meizhong's words and deeds were strongly attacked by the media represented by the Internet.

The vast majority of the public think that people are self-conscious, and the escape teacher, when the earthquake is coming, not only does not protect and resettlement his students, but rather openly and shamelessly openly publicizes his outworn values that are free and cherished life, and even calls on him to acknowledge his deviant behavior, which is very shameful and abominable.

There is no reason for it to be tolerable.

Such a character is chosen by the world-famous multinational company Nike as product endorsement.

According to Phoenix News: Dujiangyan teachers in the Sichuan earthquake ignored the "fan Pao run" of Dujiangyan teachers. They were hired as spokesmen for products because of "fast running".

Nike said: "Fan Meizhong, who runs fastest and loves life most in a disaster, is in line with the company's" people-oriented, independent personality "purpose.

It is reported that "fan Pao run" has officially signed the endorsement contract at the Nike office in China recently, and the endorsement fee is $70 thousand per year.

According to the report, the reporter first contacted Mr. Lv Xiaolin, who was in charge of Nike's public relations affairs. Mr. Lu denied the endorsement and expressed frustration and inexplicable connection between Nike and "fan Pao run".

On the one hand, "fan Pao run" endorsement Nike was passed perfectly, on the one hand, the Nike side said nothing, and the reporter was surprised.

Nike has been "kidnapped" with the analysis of the industry, if the news is true, then Nike's head must be kicked by the donkey.

The reason for this is that: first, Nike is challenging the moral bottom line of Chinese people; the "fan run" event has become a hot spot in the near future. The main reason is that it breaks through the moral bottom line of Chinese people.

"Fan run" is not the fault of his run, but his saying - "in addition to the daughter, even the mother will not save", thus aroused the anger of the Chinese people.

Fan Ran's escaping personality and the sophistry view of life are quite different from the core values and professional ethics of the whole society.

"If the so-called freedom of the United States is that teachers can give up their duties to protect students, soldiers can give up their duties to defend the country, and guards can give up their duties of safeguarding security. They only care about themselves, regardless of the lives of others. Is such a society an ideal society?" many netizens questioned.

Nike's endorsement is undoubtedly challenging the moral bottom line of Chinese people.

Second, Nike brand will be humiliated in this endorsement.

In the sportswear brand, Nike's image in the eyes of the Chinese people is still acceptable, though it has been repeatedly regarded as one of the most ill known brands in the west by the British and other Western media.

It is said that "fan Pao run" endorses 3 series, 7 brands of Nike running shoes are mostly slow-moving varieties in the western market, while fan's annual endorsement fee is only 70 thousand dollars (Liu Xiang's advertising revenue in the same series is 2 million 500 thousand dollars).

Although this ultra low price advertising contract has set the lowest price in Nike's endorsement contract, almost all profits have been obtained by Nike, but the fact will soon prove that Nike has "picked up sesame and lost the watermelon" and the so-called endorsement will become a joke.

What Nike needs in China is brand reputation rather than brand recognition. Please fan fan Pao as spokesperson, Nike brand will be humiliated.

Third, Nike will be boycotted by some consumers.

Netizens spontaneously boycotted Carrefour's action, which has just settled.

Despite the doubts of many Chinese netizens about Fan Meizhong, Nike resolutely invited the fan who was the fastest run by Chinese netizens to laugh at "fan Pao run" as the spokesman for Nike's running shoes.

Thus, as a world-famous multinational company with a history of 44 years, Fan Paopao's endorsement of Nike is insulting Nike's intelligence quotient.

"Fan Pao run" has been disgraced by Chinese people at present.

It is a disgusting thing that everyone can avoid. But Nike has been forced to pull together with such things and be told the truth.

The development of events has shown that Nike is really raped by the Internet media this time.

While expressing sympathy for Nike, reporters can not help but ask: why is kidnapped Nike?

Nike is also not easy to tell Mr Li, who left Nike last year, that the confusion of Nike's internal values and the lack of respect for the public, consumers and competitors have kept them in trouble all the time.

Nike was born in 1964 and grew up on the west coast of the United States in Pefton, Beaver (ton).

Founder NAT and Bowerman finally invented their own shoes in 1972 and decided to make them themselves.

They contracted the production tasks to the cheap labor factories in Asia, and named them Nike, which was based on the name of the Greek god of victory.

At the same time, they also invented a unique symbol Swoosh (meaning "swish"), which is very eye-catching and unique. Every Nike product has such a mark.

In 1972, knight decided to start with Japan's production experience and sign the first contract with the Japanese side, and formally produce Nike sports shoes which are completely designed in the US.

Over the next few years, the yen continued to rise (the global brand network) and the high cost of human labor made it more expensive to produce shoes in Japan.

At this point, Nike has accumulated basic stable overseas production experience and extended its tentacles to other manufacturers in many other countries.

In order to reduce production costs, Nike pferred the Japanese production line to Korea and Taiwan with relatively low manpower costs in 1975, and began to shift factories to Southeast Asia and China in 90s.

Nike started the foundry industry from low labor cost countries, which greatly reduced the cost. At that time, it was a revolutionary initiative in the industry.

But there are also many problems.

Due to distance and cultural gap in different countries, the difficulty of product quality management is improved.

In China alone, Nike has been repeatedly complained of product quality problems in recent years.

In January 20th this year, Ms. Huang of Pinghu, Zhejiang, bought 5 pieces of goods at the newly opened Nike store in Pinghu liberation East Road, and spent a total of 3000 yuan.

Unexpectedly, two pairs of shoes wore out for 10 days, and the phenomenon of degumming and skin dropping appeared respectively. Down coats and padded clothes appeared many hair drills and pilling phenomena.

So Ms. Huang found 5 businesses with questions.

Merchants said that the degumming shoes should be repaired on the spot, and leather shoes and down garments should be changed.

Unexpectedly, the shoes changed again, and the down jacket that the merchants promised to exchange did not materialize.

In March 16th, Ms. Huang went to the Pinghu Consumers Association for complaints.

After two days, the staff of the Consumers Association told Ms. Huang that they had got in touch with Nike headquarters in Shanghai, and the other said they must be genuine.

There are still many problems with Nike like this.

According to the information provided by this newspaper, since last year, Mrs. Lu, Mr. Zhang, Mr. Ma of Zhili Town, Huzhou City, Chengdu, have met the quality problems of Nike products, and they have been pushed around by the businessmen when the complaint is settled.

Due to the use of cheap labor overseas, Nike has been protested by some civil groups in the United States, forcing Nike to raise wages for overseas shoemaking workers.

From early twenty-first Century in Southeast Asia and China, Nike continued to show sweatshops.

In 2003 and 2004, the third party organizations investigated hundreds of factories in Nike, and found that there were more than 1/4 of physical and verbal abuse workers in factories. About 25% to 50% of factories banned workers from drinking water and toilets during working hours, and 25% to 50% of factories did not even give workers rest days.

The report also said that more than half of the workers worked for more than 60 hours per week, while in nearly 1/4 factories, workers refused to work overtime and were penalized, and overtime wages were lower than the statutory minimum wage standards.

Mr. Zhao, who has just left Nike Beijing branch, told reporters that in reality, Nike implemented a high-pressure policy within its own company and strictly monitored the words and deeds of its employees. In addition to the director of public relations, no one could be interviewed.

Nike practices a low wage system to crush employees' sweat and sweat (many jobs only pay 3000 to 4000 yuan).

Nike has no compensation system for holidays and overtime.

Nike has also been accused of signing unequal contracts with its employees.

Take the "competition restriction clause" as an example.

The terms stipulate 60 companies listed by Nike as competitive enterprises (not only sports Brand Company, but also sports promotion agencies such as NBA, Jianlibao, DKNY, Gap, TommyHilfiger, Pepsi Cola and consumer goods brands).

Nike's competition restrictions limit the number of domestic and foreign enterprises in the industry.

The competition is limited to employees, but Nike keeps digging talents from other enterprises in the industry.

They manifest their double standards and values.

In the marketing department of Mr. Zhao, 3 employees from Adidas have been dug in 2 years.

In the Beijing branch, there are more than a number of employees from Lining, Puma, Anta and other industries.

In the marketing, Nike has invested a lot of advertising expenses, but the problems caused by advertisements have been uninterrupted.

This has exposed the lack of ability and responsibility of Nike values and advertising planner in some aspects.

In 1993, Bakri appeared in a controversial Nike TV advertisement, claiming that "Iamnotarolemodel." 1996, Nike's advertisements in the Atlanta Olympics caused controversy. The slogan "YouDontWinSilver YouLoseGold." (you didn't win the silver medal, just lost the gold medal) attracted many people, including many former Olympic silver medalists and bronze medalists.

In 1998, Nike had changed its slogan "JustDoIt" to "ICan" after a public opinion poll.

In December 3, 2004, the State Administration of radio, film and television officially banned the advertising of Nike's latest basketball shoe, "fear chamber", saying that the advertisement violated the sixth Interim Measures for broadcasting and television advertising management. "Radio and television advertising should safeguard national dignity and interests, respect traditional culture of the motherland" and "seventh" should not contain...

The stipulation of blaspheming the contents of ethnic customs and habits.

Nike apologized publicly.

But this advertisement is still playing in other Asian markets such as Japan, Korea and so on.

Nike's implicit marketing has also been criticized.

They have been "famous" from the Atlanta Olympic Games and received serious warnings from International Olympic Committee.

At that time, they put their outdoor advertisements and vending cars everywhere in the city and disguised themselves as sponsors.

At the Beijing Olympics, Nike's attempt to wipe the Olympic Games with its own signed athletes was also shattered.

In June 13th last year, at the Olympic Games on intellectual property protection and anti recessive market press conference held by the Beijing Organizing Committee for Olympic Games, Chen Feng, Vice Minister of market development department of Beijing Olympic Organizing Committee, revealed that even excellent athletes like Liu Xiang had to sign an agreement with Olympic Organizing Committee on Olympic propaganda for non Olympic sponsors during the Olympic Games.

In view of this situation, Nike spokesperson Liu Xiang has become the focus of attention. Chen Feng said, "Nike and Liu Xiang should vacate the time of the Olympic Games. When Liu Xiang wants to participate in the competition, he will sign an agreement with the Olympic Organizing Committee, declaring that he will not advertise for the non Olympic sponsoring enterprises during this period, which will be binding."

From Nike