Getting Cool Is The Only Choice For Jodan.

On micro-blog, it has cooperated with famous electric racing players Xiye and cat God. Behind this is Jordan's careful attempt to face the trend and entertainment infiltration into the sports industry.

And more importantly, 20 years after becoming an independent brand, Jordan went to a fork. It needs to solve the problem of how to seize the future market.

According to the world clothing and shoe net, in November 9th, there was neither Russell Westbroek nor Cameron Anthony's image.

There is a non-traditional "sports icon" in micro-blog's official micro-blog pictures, Su Hanwei, who is known as ID:xiye in the electric circle.

Products appear on micro-blog headlines.

As a member of the WE team, he was very active in the evening. He just pressed rookie in the all star voting of the LPL League, and became the ticket winner in the Chinese single position and boarded the micro-blog hot topic.

But this cooperation is not signing and sponsoring.

Jordan replied to reporters that the cooperation on micro-blog is a one-time exposure.

Xi Xi night worked with Jordan on micro-blog, wearing WE team uniform and Jordan XI WIN LIKE to take photos.

Then, on the second day, on the official micro-blog, there appeared the micro-blog of QGHAPPY team's cat God showing the Jordan product.

(Jordan) micro-blog has received a large number of forwarding products on display.

At present, Jordan has not yet announced what follow-up actions it will take in the future.

But this attempt shows that the Nike company is covying with the hot sport, which is being pursued by the market crazily and behind the young people.

Linking products with fashion culture and sportsmanship to attract young people has always been a marketing tool for this brand.

Since it became an independent brand in September 1997, this icy brand has been wandering between fashion culture and sports culture because of its unique cultural scarcity.

Although some non sports stars wear Jordan products as a tide product, basketball related equipment has always been the core product of Jordan, and the spokesperson has always been a well-known athlete.

However, cooperation with new young electric athletes shows that the company is seeking change.

The reason is that the company and its parent company.

Like that, we face more intense competition.

According to market analysis company NPD group data, in the first eight months of 2017, although the share of Jordan brand in the US market rose slightly from 9.4% to 9.5%, Adidas's market share surged from 6.6% to 11.3% in the same period.

Although Nike still occupies more than 35% of the dominant position in the American shoe market, Jordan brand has been taken away by Adidas by second place, dropping to third.

Since the establishment of Jordan, the company has grown up with a unique brand endorsement.

Previous advantages: product and personal charisma

Jordan became an independent brand 20 years ago. It is undoubtedly a phenomenal event.

Since the first pair of Air Jordan appeared in 1984, the brand has become one of its own. After more than 10 years of accumulation, Jordan Brand has enormous congenital advantages from its birth.

The superiority of the product is the biggest advantage of Jordan brand, and this advantage is saved from the first generation of Air Jordan sneakers.

"As the best sneakers for the world, Jordan's shoes are as advanced as possible.

But his sneakers are more complex and their materials are better.

Jordan, a well-known designer who had designed many legendary sneakers for Jordan, including AJ 3 in 1988, has made such comments.

Xu Fei, a sneaker in China, told the lazy bear that in the 90s of the last century, it was the most prosperous period of the shoe design industry. Many works of that era were the sacred objects pursued by sneakerhead today.

Xu Fei said: "the Air Jordan series that was born during that period not only represents the highest standard of basketball shoes, but also can be integrated into the spirit of basketball and Jordan."

Jordan's personal charm has also established a solid foundation for the brand's foothold in the market.

Eddie Jones was also a member of the Losangeles Lakers in 1997. His contract with Nike sneakers ended at that time, including Adidas, Reebok, Puma and FILA throwing olive branches to Jones.

But after receiving the call from Jordan himself, Jones did not hesitate to make the decision to join the Jordan brand.

"When the best player on earth has a pair of shoes in his hand, I hope you can join him.

I want to say that you will not hesitate to join. "

Eddie Jones said so.

The first generation of Jordan Brand signing players were selected by Jordan himself.

The pursuit of Jordan sneakers is not limited to fans and sneakerhead. NBA players are the main players who have made the brand popular in the early days.

To some extent, Jordan brand has adopted hunger marketing strategy from the very beginning.

According to Michael Finley, who is also the first generation Jordan brand signing player, in the first time, if other players want to get a pair of Jordan brand shoes, the only way is to find the brand signing players.

"Even before the jump ball, even the referee will evaluate my sneakers."

Finlay said.

The famous equipment giant Hua Ye also believes that the early success of Jordan brand is the result of many factors.

In his opinion, early Jordan brand shoes are better than other basketball brands in terms of quality, design and performance.

That is to say, so far, the Jordan products have shown the absolute superiority in performance, and the scarcity of culture has made the brand's advantage to be maximized. These absolute advantages and Jordan's idol halo allowed them to have the capital to starve marketing. These competitive combinations eventually led to the Jordan series shoes products becoming the targets of other products' profits.

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Core competitiveness is eroded.

But the above cooperation with micro-blog and the low-key publicity to the outside world indicate that Jordan is carefully exploring new markets and how to interpret the ultimate problem of brand spirit. A new sports icon may not be able to run or jump. Is this new image consistent with the definition of "idols" and "Legends" by young people, and whether the best wearing shoes can provide people with the most excellent sports experience?

The change triggered by pan movement has just affected the core and advantage of Jordan's fame.

In a more intense market competition, the decline in market share and share may narrow the advantages of the Jordan definition from some aspects.

Matt Powell, an analyst at NPD group, said in an interview: "Adidas has risen so rapidly and has taken the two market share. This is a considerable victory.

If you asked me two years ago if something like this would happen, I would say never. "

The weakness of the Jordan brand also dragged down sports retailers such as Foot Locker and Finish Line.

Foot Locker CEO Richard Johnson said Jordan brand shoes and clothing sales "decelerated".

In response to Johnson's statement, Morgan Stanley analyst said, "the risk is that Jordan brand in the past does not exist" brand problem, now placed in front of Nike.

The weakness of Jordan brand is not confined to the US.

Both Xu Fei and Hua Ye indicated that the popularity of Jordan brand in China has declined significantly.

Another point of view is that in the past, Jordan shoes need to be grabbed with cattle, but now, Jordan shoes are getting better and better, and even AJ shoes will be discounted.

"For example, some of the recent AJ13, I personally think they are pretty good.

As a result, both Chinese and American entity stores have discounts, and the Internet is more than 1100 of the price of RMB. It was unthinkable before.

Said Hua Ye.

Compared with 20 years ago, Jordan's two biggest strengths are being eaten up by other brands.

For the younger generation who has become the main consumer, Jordan's active service era is too far away, and consumers can not have emotional connection with Jordan brand products.

But the main reason is still related to the positioning of Jordan itself.

The core of Jordan is still basketball equipment. The market direction of basketball shoes has long been a history.

From the Yeezy in 2015 to Skech, which has been widely recognized by consumers in recent years, Lifestyle shoes have gradually become the main force in the sports shoes market, and the heavy basketball shoes are slowly being squeezed out of the mainstream market.

According to Cage's 2017 quarter fiscal year third quarter earnings report, the company's three quarter revenue grew 16.2%, net income rose 41.8%.

Among them, international wholesale business grew by 25.7%, and China's sector grew by 50%.

The opposite is the overall weakness of basketball shoes, which is not the problem faced by the Jordan family.

Even for Adidas, the performance of basketball shoes is not ideal.

According to Xu Fei's statement, although Adidas's Boost shoes are selling well as a whole, Adidas will reduce the use of Boost on basketball shoes next year, and increase the amount of Boost in running shoes and Lifestyle products, because of the poor sales of basketball shoes.

It is a fact that Jordan shoes are not as good as they used to be.

Compared with the comprehensive sports brands such as Nike and Adidas, the Jordan brand specializing in basketball has an absolutely strong position in basketball equipment, but this strength now becomes the shackle of diversified development.

Jordan still has the biggest influence in hard core sneakerhead. This part of buyers will not change the support for Jordan because of the change of external environment.

But beyond basketball shoe buyers and Jordan fans, the Jordan brand's efforts to expand its territory have yielded little success.

It's the only option to be cool again.

In the face of a weak market, Nike and Jordan brands have chosen strategies to be shared by Chinese and American consumers.

When more and more Jordan sneakers on the market and Jordan shoes become easier to start, the brand's high-end color gradually dissipates from the beginning.

In the minds of younger generation of consumers, Jordan shoes are no longer synonymous with "cool" or "personality".

Sports brand cooperation with entertainment stars has become normal in recent years, and the most successful is the Yeezy series that Kanye West collaborated with Adidas.

Josh Lupo, founder of the second hand shoe website StockX, looks like Kanye has been like Jordan 20 years ago. Everything related to him means "cool".

In fact, when Kanye was pferred from Nike to Adidas in 2013, Jordan also signed a contract with another rap star Drake.

In almost the same period of time, Kanye launched nearly 20 Yeezy sneakers, and Drake and Jordan's joint shoes not only did not exceed the number of two digits, the influence can not be compared with Yeezy.

Jordan, who is aware of the problem, is starting to exert power.

In June 2017, they signed a contract with DJ Khaled to produce Air Jordan 3 sports shoes.

In addition to DJ Khaled's active publicity on personal social media, Jordan also found a well-known actor, Mark Walberger, who is one of Supreme's leading players.

Wahlberg, a joint DJ Khaled, appeared in the opening ceremony of the new England patriots in NFL. It also caused many discussions on the Internet in the United States.

Some analysts believe that denim will be a popular trend in the coming period, and the basketball shoes with it will also be popular again.

But in the summer of 2017, Yeezy Wave Runner 700, which was launched by Kanye and Adidas, seemed to indicate another round of sports and leisure trends.

Whether it is to cooperate with entertainment stars or to sign up with electric competitors is Jordan's attempt to win over young consumers.

This is probably the only way Jordan can regain market share.

Retreat is perhaps the best choice.

"I will focus on retro sneakers, but that means they need to reduce the number of areas they are involved in."

Matt Powell said, "if they sell less products in the market, sales will naturally decrease.

They have to back off before they can move on. "

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