Can Nike Make Breakthroughs In Soccer Subdivision?

"The world cup is the most difficult game on the planet. It's not easy."

A middle-aged man named Ronaldo narrowed his eyes and said quietly.

He used to be a football player, but now he is two times as tall as he was.

But his iconic front tooth tells us that he is the king of the old green field, the superstar.

Between words, yesterday's past events, Brazil and "fat Luo", the world cup in 1998, triumphantly but failed in the finals. In 2002, they stumbled all the way and finally won the championship.

For any player, the world cup has always been very important, and for the world cup,

Such a sports giant is also like a campaign -- 2018, the Russian World Cup year, this is a major campaign throughout the year.

According to the world clothing shoes and hats net, in February 7, 2018, Nike launched a new conference on football category in London. Neymar led, Ronaldo, Wei Shihao, Zal, China's U23 hope Wei Shihao and so on.

The opening of the world cup may be the United States.

One of the most important activities in the world this year.

Nike Mercurial assassin series new

The Mercurial Superfly 360 and Mercurial Vapor 360 will be the most important innovative products of the US brand this year, representing the highest technology and design level of Nike in football products.

It also featured a series of new leg guards, goalkeepers gloves, Merlin series football, and Nike equipment such as England and Nigeria in 2018 World Cup.

For Nike, who has always been good at telling stories, how to tell the story of the 2018 World Cup around these products is the top priority for US companies to make breakthroughs in the football subdivision and to drive the overall performance.

Assassins who use all new technologies

Nike's assassin series football shoes have entered twentieth years. For the Nike who started in the field of football in 1971, these 20 years can be regarded as the stage of rapid development of football subdivision.

Twenty years ago, in 1998, in the French World Cup, the assassin series's first pair of shoes and vamp were made of KNG-100 material, leather properties, and unlike leather, which were easy to absorb water. The blue and yellow color matching was custom-made for Ronaldo. At that time, the design inspiration was brazen's terrible speed on the golf course.

Ronaldo was the first wearer in the assassin series, and the first goal of the assassin series came from him. In June 16, 1998, Ronaldo scored a volley shot in the world cup Brazil against Morocco in Nantes, France, and opened the first record for the 3-0 match.

In that year's World Cup, Ronaldo was the most famous player, and defending champion Brazil was definitely the number one favorite.

However, the ending of this story has gone to fantasy. Even 20 years later, the truth that Ronaldo and Brazil lost one night on the eve of the World Cup final are still confusing.

20 years later, the way Nike tells about this legendary series is fair: "legend is created through moments."

The more important and dreamy these moments are, the more legendary stories will be. "

For Ronaldo and Brazil, for Nike, the important thing is that after four years' World Cup in Japan and South Korea, they made a vengeance on the 0-3 final defeat in 1998, and the achievement of "five star Brazil" was achieved.

In the past 20 years, the assassin series is the highest level product of Nike in the field of football. Its iterative updating is a technical index to evaluate Nike's R & D level.

The second generation of 2000 was lighter and the third generation of 2002 sports car technology was used to achieve better ground bonding and lay the foundation for the 2003 assassin series women's soccer shoes.

Since 2008, the assassin series has been updated every year, and the pace of regeneration has resumed for two years since 2014. The goal of NIKE MERCURIAL SUPERFLY V in 2016 is to stimulate the maximum speed potential.

The latest generation of assassins released in February 7, 2018, Mercurial Superfly 360 and Mercurial Vapor 360, continued to use the last generation of Flyknit technology. However, this time, the shoe sole boards were replaced, Flyknit technology wrapped the entire foot, and the weaving technology that guarantees comfort is the same as wrapping, that is, the degree of adhesion, and the degree of fit is the foundation of speed.

The layout of the spikes draws on the claw of the cheetah and pays attention to the grip in high-speed mobile.

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Among the first try players, Neymar, Zal and Wei Shihao felt the first light, while C Luo Ze was most impressed by the degree of cohesion.

Released with the assassin's latest sneakers, there are a series of leggings and gloves, Merlin football, and of course, the most important national team robes of the world cup, which constitute Nike's 2018 World Cup product matrix.

Nike has a good football story.

The latest football products are available. What Nike needs to do is to tell the story of football and football players in this World Cup year.

For Nike's football spokesmen, the assassin series is like the Air Jordan of the Jordan brand, the so-called "positive generation".

In other words, the spokesman for the assassin series is the "brother" of Nike football -- from Ronaldo to Cristiano Ronaldo, and then to Neymar.

In 1998, Ronaldo took the lead alone. In 2006, Da Luo and Luo Luo completed the pfer of their baton. Now, C Luo duo, once nicknamed "little Luo", has reached the age of 33 in February 5, 2018.

According to the meaning of American brand now, the handover of the first person is in 2018, 7 years younger than C Luo, and the birthday is also the February 5th Neymar needs to take the banner, and he has already carried the heavy responsibility of the Revenge of the football Kingdom Brazil that Ronaldo had undertaken.

When the media questioned C Luo peak has passed, when the fans in order to witness may be C Luo last World Cup and crazy to grab votes, the assassin series of new products released, Neymar really "brother" appearance, the main stage he is the only star, Belgium International Zal, Nigeria international Ivo ratio and others, are his foil.

On the sidelines, the orange color of the new assassin product is also the main color of the British super runner Karen, so the Nike stars of this event are all driving to Karen. The newest orange miss Karen is the head car, and it is Neymar who controls the steering wheel.

However, the status of the sports industry has never been given to others. It needs a solid record: Ronaldo has won the three world soccer player, the world cup champion in 1994 and 2002, the runner up and the best player in the 1998 World Cup, C Luo Ze has won the five golden ball award, and has won the Champions League four times, but in the summer of 2016, Portugal, which won't win the European Cup in the summer of summer, is almost C's masterpiece.

Neymar has nothing to do with all these honors. Fortunately, he is still young.

Because young, so the story of predecessors can be copied, or even sublimated: at Neymar, is the club level, leaving Barcelona and "MSN combination", solo is to prove that they can only stand alone; and the national team level, 2014 home world cup 1-7 defeat of Germany's shame and shame, then, if the 2018 World Cup to complete revenge, and even ask for the story, about this story can also "one crown God."

To Nike's relief, Neymar seems to have been recognized by fans and advertisers.

Up to now, Neymar has 180 million fans in the world's three largest social platforms, and the world's sports stadium is only 310 million C fans.

The French Parisian newspaper quoted the analysis report of Blinkfire, a social media data agency, that in January 2018, the commercial information released by Neymar on the social media platform brought about 34 million euros of revenue, equivalent to 459 thousand euros per dynamic income, and the unit price had exceeded C Luo.

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The American brand believes that the new sports shoes of the assassin series, its innovative technology represents the future of football equipment technology, and C lo and Neymar are the best story tellers of the product.

Of course, sports tycoons have always been familiar with the idea that "eggs do not put the same basket".

Even though football is not a strong subdivision, storytelling has always been a strong point for Nike, and so is the spokesperson camp.

Following the basketball segmentation strategy, Nike solved the "unofficial" identity problem of the world cup.

FIFA's official partner in sports category is Adidas. The cooperation between the two sides began in 1970, and the current contract is until 2030.

But Nike did not show any weakness. In recent world cups, the American brand was a spokesperson for the football team.

When a number of top players appear in an advertising film, it seems less important to the general fans who are official partners.

In 2014, C Luo led the animated form of advertising film called "the ultimate duel".

By the end of this year, a series of "90" stars signed by Nike have already arrived. It is time for us to harvest. Neymar, Kaine, Zal and mub PE are important roles to help Nike speak the World Cup year story.

Ball game wars affect football layout

In the fiscal year of 2017, Nike's annual revenue was $34 billion 400 million, an increase of 6% over the same period last year.

However, the sales volume of football subdivision is 1 billion 987 million US dollars, which is lower than that of sportswear, running, basketball (Nike basketball and Jordan brand) and men training four subdivisions.

In fact, football has never been a subdivision of Nike's absolute advantage.

On the one hand, this subdivision is indeed the foundation of the old rival Adidas. The most profound industry of German brand love football is the consensus of the industry. On the other hand, Nike's most important two major markets in the United States and China are really hard to make a great contribution to football segmentation.

Of course, compared to Adidas football subdivision frequently accounts for about 12% of the total income, Nike's performance is not very dependent on the football field.

However, just as Adidas hopes to have a share in the basketball market, Nike obviously also attaches great importance to the subdivision of the world's first sports. After all, this is also a subdivision of the US brand that can further tap the potential.

Bloomberg analysis pointed out that after 2010, Nike and Adidas were quite close in football business, and Nike's total sales of football category in 2014, that is, last year's World Cup, pressed Adidas.

The 1994 World Cup in the United States was the beginning of Nike's real march into the football market.

For the world cup, the US brand touches the core resources: the national team.

In 2018 World Cup, the comparison between Nike and Adidas sponsored teams was 10-12.

Compared with the previous session, the number of Nike sponsored teams was flat, while the number of opponents increased by three.

In 1996, Nike began to sponsor the Brazil team. It has become a tradition, and the US brand has been committed to the European side Adidas's "backyard" Europe, which has made a lot of achievements in Europe, including the 2012 England team with a high popularity. The three lions were provided by the British brand UMBRO for a long time, and the Portuguese national team, led by C, was also sponsored by Nike. In fact, two countries on the Iberian Peninsula had won the last three European cups.

In addition, Nike sponsored European teams include France, Poland and Croatia.

However, for the first time in 32 years, the US men's soccer team missed the world cup for the first time in a row. The popularity of Holland and the South African powerhouse Chile unexpectedly dropped out, and the Chinese men's football team did not miss the world cup without any accident.

Of course, for the United States and China as the largest market of Nike, the situation has become relatively clear, firmly grasp Brazil and the three largest European giants, is the most correct and the only choice.

In addition, the European club team is also a high value resource in the football market, and the business logic is the same as that of the national team of the world cup.

Chelsea and Manchester City, La Liga Barcelona and Ma Jing, French Paris Saint Germain, Serie A international Milan and Rome were all included in the Premier League by Nike.

Take the Chelsea store of Standford bridge as an example, all products are cooperating with Nike, including players' jersey, fan edition jerseys, warm-up suits, casual wear and children's money. The price of nearly 100 pounds (about 900 yuan) shows that this is not a small business. It also allows Nike to have a maximum annual price of 60 million pounds a year and a sign for 15 years.

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In just two or three years, as Basa, Manchester United, Chelsea, Nike and Adidas compete in the sky contract, the fairy fight has been staged countless times.

Never lose Chinese football

Another important position of Nike is the Chinese market: the world's first movement, +13 billion Chinese market, is enough to support this very important reason and has nothing to do with the success of the national football team.

When talking about the 2018 World Cup with Chinese media, Ronaldo and Zal were not very popular champions in Brazil, Germany, Argentina, Spain and France.

Ronaldo naturally hoped that Brazil would win the championship. The most anticipated is Brazil's young and talented front line group - Neymar, therus, Costa and so on, while Zal, 27, is looking forward to his second world cup.

It is interesting that the Chinese media seem to be particularly interested in the future of England.

The "Three Lions" has been ridiculed for years because of its "three mew Legion" and the European China team.

However, in the summer of 2017, England continued to win the U20 and U17 World Cup, and won the champions of the U17 European Cup, which seemed to be full of vigour and hope overnight.

Ronaldo disagrees. "I can put England on the list, but in fact, only one team can win the championship."

During the 2016 European Cup, there were rumors that Nike might abandon England because of poor performance, but now the "Three Lions" is the most important resource for Nike in addition to Brazil.

Once the European China team has turned over, and Nike's huge investment in Chinese football has made them the most eager force for the rise of Chinese football.

Almost all international sports brands, the most important overseas market, have always been the battleground of the Chinese military.

In terms of Nike's football layout, the play of the American market football is not serious. Europe is a frontal battlefield, and the Chinese market is also related to life and death.

In early 2015, Nike grabbed the sponsorship contract of the Chinese national team from its old rivals, which was a Peugeot victory in the Chinese market.

It is rumored in the industry that this is longer than ten years, and the annual sponsorship amount is 100 million.

Despite the ups and downs of national football achievements, it failed to create miracles in Russia in 2017. However, it is an indisputable fact that the national strength and the high degree of attention of the National People's Republic of China are considerable. For Nike, the cost performance is considerable.

Hand in hand national football's highlights, as well as Nike's scarce athletes resources in Greater China, after Liu Xiang and Li Na, China has no absolute influence athletes, and the American brand has been insisting on not seeking the principle of celebrity endorsement. Therefore, the athletes in the field of signing up for subdivision have chosen to be in London. In 2018, the most important football product launch conference in London, Nike brought the new China spokesman and U23 national team "one brother" Wei Shihao. He has also become one of the first players in the world to wear the assassin's latest sneakers.

In addition, the national foot main forward Wu Lei is also the signing of Nike, in the summer of 2017, Wu Lei participated in the C Luo visit to China, since then, the "open the light" king of the martial ball was once in a state of courage, a continuous goal.

At the same time, the cooperation of Nike and China Super League has also gradually deepened. After the latest football product release in 2018, two days after the release of the new football product, Nike released the home shirt of the new season's Super League before the lunar new year. On the basis of the use of their own traditional colors, the 16 team's home shirt added the elements of the slogans of each team. The most famous nature is "the first" in the sentence of Beijing Guoan.

For Nike, China's market is extremely important for young people, Nike is naturally not hesitate to cost.

The 2017 Nike campus Football League attracted 216 teams.

In addition, C Luo and other international star visits are indispensable to arrange youth football activities.

To some extent, Nike's layout of Chinese football is more detailed and deeper than the world market, because these investments have nothing to do with whether it is the World Cup year.

For Nike, the market segmentation of football is not as important as the subdivision of running, basketball and training, and even for a short time it is difficult to have a decisive impact on its performance.

However, with the volume of Nike, football is indeed the most potential subdivision now. That's why Nike values the 2018 World Cup year so much.

In a short time, it is difficult for Nike to establish a decisive advantage in the field of football subdivision. After all, its global layout is based on the domestic market and the overseas first market Chinese market, and it is destined that the football subdivision needs to be invested and the patience to wait for the return.

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