ADI Nike Brand Through The Personnel "Blood Exchange" Is Seeking Fashion Speed.

< p > in the face of faster and more demanding Chinese consumers, the sports brand seeks to upgrade the brand "fashion" through the "blood exchange" of personnel, and speed up the "fashion".

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< p > < strong > sports brand exposure personnel changes < /strong > /p >

< p > June 1st, Nike vice president Michael Spillane will be the new vice president of Greater China and will serve as general manager.

Compared with the previous Craig Cheek, when he took office in 2010, he was placed on the high hopes of "doubling the business of Greater China in 2015" by the company. Michael Spillane faced the dismal performance of Nike in China.

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< p > it is reported that Michael Spillane has more than 25 years' a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and a target= "/a", "target=" > "textile" industry management experience, has served as CEO of CONVERSE and UMBRO.

In 2007, he became president of CONVERSE North America's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "category" business, and was promoted to CONVERSE CEO in 2009.

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"P", coincidentally, Nike's "old rival" Adidas has also been exposed to personnel changes recently.

It has been reported that Adidas has recently dug up some of the fast fashion brands ZARA and H&M.

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< p > to this, Adidas official told reporters, "Adidas focuses on building a highly capable team and creating a successful culture by hiring employees who are passionate about sports as well as companies.

This passion for sports leads the strategy to help brands grow into one of the leading sports products brands in China and the world.

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< p > < strong > ADI: "fashion" speed up < /strong > < /p >

In 2008, Adidas experienced a major inventory crisis, enriching the "fashion campaign" series, including Adidas NEO LABEL and the relatively mid-range clover.

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< p > this complete product structure and channel composition has made outstanding contributions to Adidas's performance, making it maintain good performance under the environment of 10%-15%'s overall performance decline.

In the four quarter of 2012, sales in the Greater China region increased by 12% over the past two months driven by sports performance and sports fashion series.

Up to now, Adidas has entered 900 low level cities in China. In these stores, fashion shops account for 60%-70%.

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Nowadays, Adidas has shifted the penetration of this brand "fashion" to talented people. Independent fashion critic Ma Gang said, "P ZARA and H&M are fast fashion talents. Adidas's intention is more of a talent reserve, so as to upgrade the brand's" fashion "level.

Zhang Qingye, the founder of sports Consulting Co. Ltd., believes that the move has foreshadowed brand product design and speed increase.

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< p > < strong > Nike: dilute the profession and test the water trend < /strong > < /p >

"P > Ma Gang told reporters," the Greater China regional exchange will show that Nike has realized that the old routine is not applicable to the changing Chinese Movement "a target=" _blank "href=" http://www.91se91.com/ "> dress /a > market.

At present, the basic consumption of sporting goods in China tends to be life oriented rather than professional. The traditional sports brand has been lagging behind in the supply chain management and the order cycle speed, and it is more and more obvious by the fast fashion and the electricity supplier.

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< p > Nike as an international sports brand giant, the supply cycle is slower than the local sports brand, about 70-90 days.

"Under the influence of fast fashion brands, the Chinese people now want to be more dynamic and faster, compared to Adidas's" multi pronged approach "through the development of fashion series, Nike has always stressed the professionalism of the essence of sports.

Zhang Qing said.

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"P" this time, Nike has chosen a senior manager with the management of sport tide management to take over the business in Greater China.

As a sport brand with a higher trend, CONVERSE has never been professionally strong. CONVERSE's selling point is the classic style and American culture.

Nike has led CONVERSE's growth Michael Spillane to host its Greater China business, making it easy to imagine whether Nike wants to dilute its professionalism through CONVERSE's successful experience and try to "fashion".

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< p > Zhang Qing said, in fact, Adidas's "fashion" strategy has set a benchmark for the industry. Nike faces the possibility of trying to "fashion" in the face of the pursuit of speed and trend of Chinese consumer demand.

However, CONVERSE is still a relatively small sport trend card, and its growth mode is not easy to be pplanted simply by mass sports brand.

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