Nike CEO Mark Parker: To Transform The Industry Into Responsibility

Mark Parker will take the industry change as his responsibility. Under his leadership, Nike We are exploring the wider field of innovation with the attitude of start-up companies. And it is the most valuable in the world. brand This industry leader has also firmly grasped the ever-changing consumption demand. fashion The brand of health and fashion.

Mark Parker, chairman and chief executive of Nike group (Mark Parker), appeared in the interview scene in a navy blue suit and a pair of black Nike shoes on his feet. He likes running and athletics, and he has the lean figure of long distance runners.

According to his accompanying staff, "every pair of Nike shoes of Parke is designed and unique by himself."

On this sunny morning, Mark Parker accepted an exclusive interview with reporters. As a footwear designer, Parke has served in Nike for 37 years. Up to now, the design is still his biggest enthusiasm beyond CEO's identity. "My design background is very helpful for me to become a CEO of the company in the future." He told reporters.

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He believes that Nike is first of all an innovation company. Nike and Phil Knight have been fascinated by product innovation from the co founders Phil Nate (Knight) and Bill (Bowerman).

"What is really important is to constantly cooperate with athletes and think about how we can innovate. And I think my design background is an opportunity to continue this tradition, and explore the possibility of innovation in a wider range of fields by working with athletes. He said.

To this day, Mark Parker is still involved in the design of two limited product series with Nike designer and company chairman of creative concept, Tinkei Hart Field (Tinker Hatfield). One of the series is Nike spokesperson, Michael Jordan, the "God of basketball", and the other is the collaboration with "Japan's trend Godfather" Teng Yuan Hao.

Today, the meticulous product development mode advocated by Parke, the so-called "design thinking", is becoming the fashion of the American company.

"Introverted, familiar with design and technology" is the media's description of Parke. Parke did bring this enthusiasm for design and low-key and rigorous personality to the culture and products of Nike group -- just as Nike's slogan "Just Do it" and the slogan "If you have a body you are an an" (as long as you have a body, you are an athlete) are passed on the wall of Nike group. In the culture of Nike group, science and technology is not for pure dazzling technology, all technology is centered around "people", and it can help people in the intense exercise to bring the body's functions to the extreme, and at the same time, it can get comfortable and comprehensive protection.

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Not long ago, Nike reclaimed the most valuable clothing brand champion of the world's most valuable brand list, the world's largest communication group, WPP PLC's market research firm Millward Brown Hua Tong Ming. Despite the numerous rings worn on Nike's head, the outside world is cautious about Nike's optimism.

All companies face challenges, and Nike is no exception. "But this challenge is a question of the whole market environment." Experts said.

He believes that in the current Chinese market, a large number of brands, especially luxury goods, are trapped in the Chinese economy. Followed by consumption upgrading, with the rise of new generation of consumers in China and the changing market demand, how to seize the hearts of young consumers is a major challenge Nike needs to face. In addition, competition in the same industry is inevitable. Adidas, as an old rival of Nike, has been in hot pursuit and even shouted the slogan of "going beyond Nike to become the market leader in the next five years". At the same time, some local brands are actively entering the high-end market, and may face competition with Nike in the future.

Parke called Nike a collection of "several start-up companies". Let a big company maintain the attitude of a start-up company. Similarly, you may have heard of apples in the Jobs era. According to Christensen, a Harvard Business School professor in "subversive innovation", "this is almost one of the most difficult things in the business world."

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Q=iWeekly

A= Mark Parker

Q: how can we identify which innovations can be put into the market?

A: you work with athletes every day, and you will know what is relevant and meaningful to the product, what can be extended and what you can introduce to more people, just as an athlete uses when he uses the product. Of course, we will filter and examine some criteria, then evaluate its feasibility, the size of the potential market, and then we will decide which innovations can have more impact. But this is a specific case analysis, generally will listen to the athlete's voice, and we think it is related to the product and meaningful.

　 Q: where does the concept of adaptive wearable devices come from?

A: it was originally related to a movie. 1985 a movie by Back to the Future 2 ("back to the future 2"), starred by Michael J.Fox (Michael J Fawkes), created shoes that laced shoes automatically in the movie. This idea has always been in our minds, and we tell ourselves that this will become a reality, giving shoelaces a real innovation, and we are always fascinated by this. About eight years ago, we wanted to really create new things for a broader market. In the field of adaptability, we see many possibilities for innovation. Automatic shoelace is the first step, and then there will be more, inspiration first appeared in the movie, but in the future you will see more similar things appear in life.

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　　 Q: what do you think of the ecosystem created by the intelligent sports products?

A: intelligent technology will be embedded in more products. Products will connect to a wider ecosystem and provide more data and information, generate user stickiness, and change the way people interact with products. I think you can see in the near future that a product will give users a lot of personal information. Part of it is about how you perceive yourself, evaluate yourself, and track your physical state. So I think it's linked to technology - the interaction between people and their products will have a profound impact on sports equipment.

Q: what kind of height does Nike want to achieve in innovation?

A: in the end, we want to make a closed loop of product production, that is, no waste, so that all of our material can be recycled. We have very high standards and goals. We believe that the only way to help us achieve our goals is to integrate sustainable commitments into the entire company, not just for the CRM team, but for all of us. It also includes external partners who work with us, such as technology partners, NGO (NGOs), and any other units that can help us create opportunities and technologies. We see the importance of sustainable development, which is a very core and high priority proposition at the company level.