Read The Marketing Strategy Of The Two Sports Giants Nike And ADI.

In China's huge consumer market, people's demand for shoes has been changing from ordinary to ordinary.

To the international brand, to the limited edition, player edition, Signature Edition and so on, the whole consumer market is gradually fragmented.

In the face of the changing market, Nike and Adi are still able to catch the hearts of consumers and sell their products.

How can we bring products to market and achieve the desired results like them?

Pay attention to brand effect

The most important factor for consumers to buy Nike and Adi shoes is brand.

When it comes to buying shoes, most people will unconsciously consider two brands, Nike and ADI.

Shoes and Adi shoes give people the first feeling of comfort.

The importance of technology makes Nike and ADI's shoes form their own unique brand identities.

Although in the same field, the positioning of the two is different.

Nike's positioning emphasizes individualization and trend. Its main consumer groups are those who are young, have purchasing power, enjoy sports, love fashion and pursue leisure.

Adidas pays more attention to market segmentation, and its three different series are located in different groups, offering different sports styles to deeply cater to the current sports fans' preferences.

Brand can play an immediate effect on product marketing, and establishing a good brand image is the first step in marketing.

But it should be noted that the formation of corporate brand depends on its quality products and services.

Product is the cornerstone of brand. Only by providing good products and services with good reputation can enterprise brand be formed gradually.

Learn to control costs

The common point of controlling production cost is to learn to save money, but it is not to let enterprises cut corners in product or service quality, but requires enterprises to cut unnecessary expenses.

Although Nike and Adi are involved

But they all belong to light assets enterprises.

In production and sales, Nike and Adi adopt the mode of OEM R & D and agent cooperation to realize their light assets operation.

Its factories are labor resource oriented. In recent years, with the improvement of human capital in China, they have pferred factories to relatively cheap labor areas such as Vietnam and India to control their production costs.

On the cost of research and development, ADI also spent a lot of thought.

Take the new NMD introduced recently, a pair of shoes has launched 21 different color matching.

Under the same style, only by changing the way of color matching to increase the multiple choice of products, the cost of research and development has been greatly saved.

In terms of product development, enterprises should try to minimize input and produce the highest output. In product marketing, we should make full use of the dissemination mode of fragmentation era, make good use of topic dissemination, and arouse the people's high attention with the minimum communication cost, and spontaneously spread it, so that consumers can become a brand of water supply army.

Understanding consumer psychology

Marketing in any field can not be separated from the analysis of consumer psychology.

When ADI pushes new products, there are two ways to use it: first, to tell stories and history; and the two is to create full topic.

In the case of Adidas NMD, the selling mode is scheduled.

ADI official announced the advance sale of 3 color matching in advance: in the Chinese market, consumers can only buy through official website balloting and on-site registration.

This gives consumers the impression that "one shoe is hard to find".

For many consumers, even if they can not buy or feel ugly, they are still happy to compete with each other because they are worried about missing.

This psychology has a noun in marketing, called "missed fear", that is, follow suit.

In addition, for many fans, Kobe's retirement match is a farewell ceremony. On April 14, fans sat in front of the TV to watch Kobe's last match on time.

Liu Hui is a member of many branches. In order to pay tribute to his idol, he specially wore the Nike Kobe XI basketball shoes to watch in advance.

With the retirement of Kobe, they have bought Nike Kobe series shoes as souvenir, so that Kobe series sneakers on the market have been looted.