What Is The Effect Of Creating A Bomb In The Internet Age?

According to the world clothing shoes and hats net, "Internet era, traffic volume first."

This kind of thinking brings about a different industry.

All want to have the artifact - explosive money.

Explosion means a topic, which means sales volume, which means performance, has long been free from the cheap sense of X treasure.

If you do not explode the money, you must package the explosive money to maintain the facade and shine the signs. In the era of information diversity, there are memories and topics that have been mentioned.

Even the industry leader, who is still in the first place, must keep pace with the times and publicly announce that he wants to create a bomb. What's the effect?

A "explosion" to save everything?

Nike once rejected the request of Kanye West to split accounts from Nike Air Yeezy, because Nike thought that Kan was not a professional athlete and could not take away 5% of her earnings from Air Jordan every year, like Michael Jordan.

So Kan turned to cooperate with Adidas to launch the Yeezy.

To become a bomb, so that Adidas's "explosion shoe store" more than one member, helped Adidas achieve the counterattack in the U.S. market.

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Puma, also from Germany, was originally the main professional sports equipment, sponsoring a large number of sports stars. But in recent years, it has also taken the fashion line. Since 2014, signed Rihanna as the brand creative director with us $1 million, every Fenty series designed by Rihanna has become the limelight of the network discussion, and has become the leader in promoting the sales of Puma products.

Nike can't sit down in the face of the fast chase.

In the middle of 6, Nike announced the "Consumer Direct Offense" plan, announced layoffs and adjusted product lines, cut down its brand 1/4 shoes, and focused on ZoomX, Air VaporMax, Nike React and other core brands in the future.

However, this news immediately caused the Nike share price to fall, and the financial institutions lowered the rating of Nike.

Recently, however, financial institutions have increased their ratings of Nike.

According to CNBC reports, Morgan Sole analyst Jay Sole believes that sales of Nike will rise in the coming months and share prices will rise by at most 20%.

He upgraded the rating of Nike from holding up to holding.

Because he thinks that the Air VaporMax, which is built by Nike, is expected to bring in sales of up to US $1 billion for Nike, which is likely to reverse the sales decline experienced by Nike in the past 18 months.

B what is the new empire's explosions?

Can we save the declining "sports empire"? At least Nike is working in this direction.

In the first month of the sale of Air VaporMax, Nike gave up the endorsement of the players who had been used. Instead, she used the star effect to find the rights of Zhi long, Li Yuchun, Joey Yung, Hilary Tsui and model Ruby Rose, and to shoot advertisements for Air VaporMax.

It also launched a joint name with Wakubo Rei's personal brand Comme des Garcons, and the joint series with Edison Chan trend brand CLOT at the end of July.

In addition to these marketing tools that are similar to Adidas's Stan Smith, they are even considered to be starving marketing similar to those of little white shoes.

Nike chairman and chief executive officer Mark Parker has recently said that about 75% of the sales growth of Nike now comes from Nike Style. Reducing the shipment volume of this category 25% is conducive to stimulating consumers' desire to buy products.

So there was such a thing: on the day of Air Max Day, the new shoes only offered a matching color for men and women, and the Nike official website was exhausted.

But this hunger marketing strategy Nike did not last too long, and launched the Air VaporMax's personal customized service.

C star strategy has also changed?

With the spread of explosive money, Nike's star strategy is also changing.

In July 25th, Nike launched the VR advertising film starring Dongyu Zhou. Although Nike found Dongyu Zhou ten years ago to practise gymnastics as a sports source, she still couldn't resist being questioned by many netizens. Dongyu Zhou's slim figure was different from Nike's consistent "sports wind". She thought it was a good move to use entertainment stars to bring traffic topics.

Plus, in March of this year, the cooperation between Nike and TFBOYS captain Wang Junkai and Li Yuchun appeared to be more and more obvious from the original emphasis on "athlete marketing" to the flow entertainment star strategy.

In fact, no wonder, look at the data, the current Nike official micro-blog forwarding volume of the top six content is related to Wang Junkai and Li Yuchun's participation, among them is Wang Junkai's participation in the design of Air Max sneakers video, forwarding more than 4 million 280 thousand.

After the 2012 London Olympic Games, Liu Xiang's "great micro-blog" has been regarded as a classic case of social marketing, and its forwarding volume has been more than 90 thousand times.

Is D star explosion a new trend in sports brand?

Making explosions and using Star Marketing is one of the magic weapons for Adidas to catch up with the industry leader.

But this trend is not just about Nike.

Puma and Rihanna's Fenty series have become the online explosions. They have signed Kardashian's younger sister, Kelly Jenna (Kylie Jenner) with more than 90 million fans on social software, and launched Fierce series products, facing the broccoli husband's Adidas coconut shoes.

What was the result? In the 2016 fiscal year Puma overfulfilled the task, the Group sales totaled 3 billion 626 million 700 thousand euros, an annual increase of 7.1%, and net profit achieved a strong growth of 68%.

In the Chinese market, Puma announced the 2017 brand joint spokesperson line-up: the series of male spokesmen for Yang Yang, Liu Hao Ran, Li Xian, women's series are Liu Wen and Zhang Yuqi.

And New Balance found Huang Zitao and net red Papi sauce for the new product endorsement.

Obviously, these are all "flow" matrices.

In the past, Under Armour, which has been taking the "professional function" route, once rose rapidly.

But in UA's shoe vaults, only the war shoes of NBA spokesperson Currie.

After the two generation, due to his performance in the season, he has barely developed into the three generation of this season, but he can only get a bad sales performance.

Although the rise of UA is based on tights, footwear has always been an important growth point for the comprehensive sports brand. The industry's Nike sales account for more than 62% of the footwear sales, while the second adidas has 46%.

Compared with Nike, the problem with UA is that the "shoe vaults" only contain Curie, which lacks the foundation of shoes for development.

From this point of view, "burst money" is not what you want to do, and whether Nike can continue to sit firmly in the leading position of the industry on the basis of the policy of exploding money is indeed worth looking forward to.

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