Can The Ghost Tomb Tiger That Li Yuchun Speak For This Time Turn Red Again?

According to the world clothing shoes and hats net, in January 11th, Li Yuchun became Japan.

The spokesman for ghosts tiger China.

Following GUCCI and Diesel, Li Yuchun added another big international card to his thick endorsement book.

He is very satisfied with the spokesman.

Coincides with the centenary of Onizuka Kiyaro, the founder of the brand, the ghost tigers tiger launched an upgraded version of its classic MEXICO 66, which is the most common item on the street, and annotated the upgraded MEXICO 66 SD on its sales website as follows: "MEXICO 66" Li Yuchun ".

Li Yuchun's name is no stranger to many Chinese consumers. But how many people know the ghost tiger? Do you know that the connections and differences between Arthur, ASICS, Onitsuka Tiger and Asics Tiger are fewer?

01, what is the tiger?

In 1949, Onizuka Kiyaro founded Onitsuka Tiger in Kobe, Japan, and produced the first pair of basketball shoes in Japan, which is the predecessor of Arthur (ASICS) today.

In 1977, ghosts merged with two other companies and officially renamed Arthur.

That is to say, the ghost tiger tiger is Arthur's father.

Meanwhile, the Arthur group has three sub brands, namely, Arthur, ghosts and Asics Tiger.

Arthur positioning professional sports, ghost grave tiger pay attention to sports fashion, Asics Tiger is more inclined to create retro running shoes.

"If the gender distinction is used, the consumers of Asics Tiger are mostly men, and the ghosts are half and half."

Shoda Ryoji, the brand leader of the ghost tiger tiger, said so.

In other words, Arthur and the ghost tiger tiger and the "Asics Tiger" three became brothers again.

Having said so much, it is annexation and development of sub brands.

Although Zhi Yu netizens regard it as one of the five major sports brands in the world, the performance of the mound tiger in China is really sorry for the title of "the world's five largest".

Take recent data.

According to Tmall's 2017 Tmall double eleven sports brand sales, the top ten are Nike, Adidas, Anta, NEW BALANCE,

Cage, Puma, XTEP, Andrew and camel.

In 2017, a total of 11 sports brand flagship stores entered Tmall's double eleven "billion club", while Tmall had 167 sports brands.

Obviously, the ghosts did not enter the top ten.

The online performance is not good enough.

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On the map of Baidu, "Nike" was put on the Baidu map, which was marked by 1906 stores in the country. Only 26 locations were shown in the same map.

There are too few physical stores in ghosts in China. Most consumers rely on e-commerce websites or fashion collection stores when purchasing the brand, and their brand leaders also said in an interview in 2015 that the brand will accelerate the opening plan in China.

However, the answer given by Baidu maps proves that this "acceleration plan" does not seem to be successful.

02, Nike worked for the mound tiger.

In fact, the number of physical stores and online sales in China were all rolled back to Nike NIKE by 50 years.

In April 2016, Nike founder Phil Nate published his autobiography "Shoe Dog".

This book is not only the Autobiography of Nate, but also the history of Nike's pioneering work.

In the "1962, a crazy idea" chapter, Knight also mentioned how he went to Kobe, Japan to win the right of the United States.

In 1962, Knight came to Japan. At that time, Tokyo still left many ruins after war. His grandmother had warned him before he left. "The Japanese still want to kill us."

Nevertheless, knight took the idea of "we fought the Japanese War, and now I'm going there to start some business venture" idea, and began negotiations with the mound tiger.

The 2 hour negotiation was very hasty, and even his company's name was nought's intention.

The original text reads:

Mr. Miyazaki interrupted me, "Mr. knight, which company do you work for?"

"Oh, that's a good question."

The adrenaline in the blood suddenly rose and even ran away. I could not wait to run away and hide, which reminded me of the safest place in the world, that is, the home of my parents.

A few decades ago, a man who was richer than my family built it. The architect designed a servant room behind the house. It was my bedroom, which was filled with my favorite baseball cards, records, posters and books. They were great things.

One side of the room was filled with the blue ribbon I got on the track and field. This is the only thing I can be proud of in my life.

So, "blue ribbon sports company," I blurted out, "gentlemen, I represent the blue ribbon sports company in Portland, Oregon."

Mr. Miyazaki smiled, and the other executives laughed and talked in a low voice.

The blue ribbon sports company, the blue ribbon sports company, the blue ribbon sports company......

Several managers shook hands and fell into silence again, turning their attention to me again.

"Well," I began again, "gentlemen, the potential of the footwear market in the United States is unlimited, and most of the potential has not yet been excavated.

If ghosts can enter the market and bring the mound tiger into the stores in the United States, the price will be cheaper than that of most American athletes now wearing Adidas, which will surely yield a huge fortune.

03, the birth and rise of Nike, the ghost tomb tiger fell down

The details of the negotiations were no longer covered. In a word, the negotiations succeeded. Knight fired his father at 50 dollars to the graves tigers, then returned to the United States with a sample of $50, and started the cause of the blue belt sports company.

1966 is a very important year for ghosts and NAT.

Because this year the ghost tiger tiger designed a MEXICO 66 for the 1968 Mexico Olympic Games, which became the classic sign of the ghost tiger tiger.

Although Nike has not yet been born this year, the Nike Cortez that came out of the sky later was closely related to this MEXICO 66.

Look at the picture. Is it 10 Fen?

In 1972, Blue Ribbon Companies also achieved its annual sales of $1 million 600 thousand from the initial $50. This year, knight and partner Bowerman set up their own brand Nike (Nike).

The name of Nike comes from Greek mythology. Athena victory Temple writing "Temple of Athena Nike", people think that 25 centuries ago, there lived a beautiful goddess Athena, who could bring "Nike", that is, victory.

It was also in this year that Nike Cortez was born, which is the "Agam shoe" in the story of Agam.

Seeing that the shoes with high similarity were so popular in the market, the ghost tigers did not work, so the knight and ghost tiger who had cooperated for ten years started a three year tug of war.

In July 4, 1975, the lawsuit between ghosts and blue belt sports companies ended in a lawsuit.

The judge can not judge the design ownership of these shoes, but the blue ribbon sports company won the exclusive right to "Cortez". The ghost tomb tiger was forced to rename its shoes to Corsair, but the basic insoles are still the same as that of Nike Cortez.

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The collapse of the mound tiger may start from this moment.

Perhaps it is because of the rise of Nike that the ghost tiger tiger is badly hurt. It may also be that the brand promotion strategy has failed many times. In short, it can hardly find the public relations draft related to the ghosts tiger brand. After the Baidu news input "ghost grave tiger", the search result is only 147.

In 1977, the world's top runners magazine runners world announced the results of the best sports shoes. Nike's Waffle Trainer and LD-1000V pushed Nike Cortez and Tiger Corsair out of the top 25 list of training shoes.

"Runner world" wrote: "in addition to sales, all aspects of reliable old sports shoes have been surpassed, which is very sad."

This old card refers to the ghost tiger.

As of 18 January 12, 2018, Nike's market capitalization has reached US $105 billion 400 million.

According to the Internet data in 2017, the market value of ghost hill is only 3 billion 800 million.

The mound tiger really takes the good hand and smashed it.

In the past, it was not mentioned before that Li Yuchun's endorsement in the Chinese market was very poor. I wonder if this is related to the implicit and reserved national character of Japanese in his autobiography.

The autobiography referred to two American veterans, who suggested to him before he went to the devil's grave Tiger: "Japanese culture is not highly regarded as straightforward.

No one will refuse you directly, no one will say no directly, but they may not say so.

They will talk in circles, neither subjective nor objective.

Unlike Nike, who has worked with famous Chinese athletes such as Liu Xiang and Li Na to mention the ghost tomb tiger, Chinese consumers need to think hard to recall Bruce Lee's "killing Bill" and "slam dunk master".

04, the ghost tomb tiger invited Jing Bairan, marketing failure.

In recent two years, Onizuka Obuya has made some efforts in marketing.

For example, they invited Jing Bairan to be their brand ambassador in 2016.

However, micro-blog announced that Jing Bairan's endorsement was less than 100.

In September 2016, about a month after the announcement of Jing Bairan's appointment as an ambassador of the mound tiger, Jing Bairan announced his withdrawal from micro-blog.

Since then, the micro-blog released by the ghost tiger tiger has been more miserable than Jing Bairan.

Electric Bao said that it was not very wise to withdraw from micro-blog.

In November 6, 2017, it was a good day for Tmall's "double eleven" preheating. The official of the ghost tiger tiger released an advertisement of Jing Bairan, with a 21 negative forwarding volume.

Li Yuchun, the new spokesperson, does not appear much in micro-blog, but her influence has always been there.

In December 2017, Li Yuchun once again registered personal micro-blog after 4 years. The topic of "Li Yuchun's return to micro-blog" on that day has been popular.

From last December 1st to January 1st this year, Li Yuchun released a total of 4 micro-blog in one month, and one of them appeared the shoes of the ghost tiger tiger.

Li Yuchun, a spokesman for micro-blog, has already exceeded 100 thousand, which is 1000 times that of Jing Bairan.

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How big is Li Yuchun's influence?

Yesterday, a piece of the American drama "lethal weapon" was widely distributed in micro-blog. The reason is that some netizens found that Li Yuchun's new song "pop" was used in the latest episode of BGM.

This media asked Li Yuchun studio to confirm that the other side had already talked about buying copyright.

Netizens naturally shout 666.

In addition, the former director of the London Economic Policy Department and John Ross, a senior researcher at Chongyang University in January, mentioned a minor incident between him and Li Yuchun, expressing his praise for Li Yuchun:

"At that time, there were too many people in the elevator, so we had to go down to one person.

Li Yuchun stood near the elevator door and went on without hesitation.

She didn't have the idea that "I am a big man and should let other people go down". She just thought, "I stand near the elevator door and I go down."

From that moment on, I became a fan of her personality, though I was her fan.

In addition to music and character recognition, Li Yuchun's influence in fashion circles has also been mentioned many times. In 2015, Li Yuchun became the spokesman of Givenchy and the first Chinese spokesperson.

In March 2017, Li Yuchun attended the event as ambassador of GUCCI Asia Watch, and in May 19th, GUCCI became her brand ambassador.

Riccardo Tisci, the creative director who has worked in Givenchy for over ten years, praised Li Yuchun: "she is full of Gothic, and she is definitely an art pioneer of marginalized black, very Givenchy!"

Such Li Yuchun also tried to show the ghost tiger.

In this year's Jiangsu satellite TV concert, Li Yuchun appeared on the classic scroll of the ghost tomb tiger.

In January 4th, in the movie "catch the demon" Beijing Railway Station roadshow, Li Yuchun also appeared in the image of big long leg + ghost tiger tiger.

Before the official announcement, Li Yuchun made two strong displays for the mound tiger. If it still can not increase sales, it should not be Chun Chun's pot.

Although it is now winter, but the domestic sports brand market has already ushered in the spring.

At the beginning of last year, the British media said that a government supported fitness craze has springing up in China. This has boosted the performance of local sports apparel brands and foreign brands such as Adidas and Nike. They have expanded the market share with consumers' upgrading and embracing the fashion trend of sportswear.

According to reports, Adidas's sales in Greater China in 2016 increased by 28% - the fastest growing in all regions - pushing global net profit growth by more than 60%.

Nike reported that its sales in China achieved "two digit" growth in the latest quarter.

For Adidas and Nike, Greater China is their second largest market.

The two brands account for 1/3 of China's sportswear sales.

Today, when he was painting micro-blog, he also painted the advertisement of the ghost tiger tiger. It is evident that the brand side is hoping to create a great event on the occasion of the centenary of founder Tsukaki Yaro.

I just don't know if the ghost tigers can rely on Li Yuchun and all kinds of marketing activities so that sales volume can also be worthy of the title of "the world's five largest" by netizens.

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