Analysis Of Nike Brand Strategy Channel Management

Inside Nike, looking for these less known designers is under the name of a energy marketing department, and the sport marketing team that looks for star athletes echoes. "We want to find people who are passionate about the Nike brand. They want and have the ability to change some parts of our products, but they also agree with our philosophy. Ta is not always a designer, such as Teng Yuan Hao, he is not. " Huang Xiangyan said.

Similar activities like Nike Training Club, and so on, are not only offline marketing organized by Nike, but also the best occasion for designers to observe ordinary consumers. Such activities often arrange admission according to the order of consumers, so the possibility of "observation samples" is varied. "We talk with organizers and Experiencers, accompany them to exercise, sometimes talk to a girl for two hours, and talk about what makes them so wonderful." Julie Igarashi said.

Nike has distributed this line down to three kinds. channel The city marathon, the thousand person training, the flagship store, the small fitness club organized by the internal coaches, and the NTC training course promoted by partners such as one trillion Wade. All courses focus on 6 kinds of actions, such as bow step, squat, push, pull, bend and rotate. Nike designers capture product requirements from the observation of these movements, from concept formation to final product formation, which takes about 2 years.

In these channels, Nike designers' observation of athletes and ordinary consumers will tell them a lot of questions that can not be revealed by questionnaires. Julie Igarashi Designer In a fitness interview between London and Berlin, "almost all the interviewees mentioned a word: sexy." At first, I was really surprised that I was not sure what this meant. With the deepening of my understanding, I realize that this represents a woman's self-confidence, strong, even muscular and strong physical performance, but more of the expression of self-confidence in everyday life.

But " sexy "This word does not appear in Nike's Campaign keyword. They still use" self confidence "," strong "or" beautiful power of women "and so on, because different groups have different definitions of" sexy ".

You will feel the choice of Nike in many places. From the results, it seems that they only talk about sports themselves, but do not know why they become part of popular culture. For example, the introduction of Flyknit technology is not to lead the trend, but to solve the problem of shoe weight. But it has become a popular trend in fashion blogger street. Just like the previous Air Force 1, the trend seems to repeatedly deduce the story of "no intention of inserting willows and willows", from the earliest Levis jeans to Hush Puppies or one of the signs of punk Dr. Martin. Those who deliberately cater to popular brands will eventually become fashionable cannon fodder.

"A classic design, a meaningful design, is designed for the needs of a certain sport in the original state, but as long as it is classic and innovative, in a meaningful situation, many people will love it." Huang Xiangyan said.

In a sense, this choice builds the attitude of the brand of Nike. When they allow the most people to accept this attitude and participate in the actual movement, they constitute "culture". This is not a mysterious concept. For Nike, if you want to exercise and enter the store to buy a dress or a pair of shoes, its purpose will be achieved.