Nike brand sports in the world (brand value) of the number of people. Although brands such as Nike in sports is just a young forest of the competitors is a latecomer to the letter. Nike (Nike) brand was founded in 1972, established more than four years. Then look at a few sports, such as adidas (Adidas) and Puma (Puma) brand was founded in 1948 in Germany, ranking, Umbro (Umbro), established since the founding in 1924, Converse (Converse) was established in 1908, Reebok (Reebok) earlier, was established in 1895. Why, then, at least four young Nike as the world's oldest sports brand ten years? Because those who have a long history of strong competitors to defeat? I think there are three magic wand, is the youngest person in China to study, especially the sports brand's value.
First, research and technology development. In 1972, Bowerman and Phil Knight invented • Nike shoes, did not get a good effect on the market. In 1975, the bakery on Sunday morning, Steve Ballmer pie rubber, playing propane class, there is a unique new type. This "cake" type of rubber soles on Nike shoes as popular in the market is more flexible than the other small round feet. It is this resistance to kefir • Bowerman and early career achievements of seemingly simple product innovation. These shoes adapt to the market who have reached the better conditions change, the shoes sold in 1976, $ 14.000.000 and 8.3 billion U.S. dollars, in 1972 it had sales of only 2,000,000 athletes. It is because the origin of the market, as to what Nike has become a great emphasis on the development of search technology and brand attach equal importance to many of the competitors. Since then, Nike's painstaking research and new product development, and many manufacturers of similar products on the market the most innovative technology and modern. Nike attention to the development of ergonomics and bionics, the design of these products tend to walk the area, weight, speed, training programs, gender, and change the status of art and design. More in line with consumer demand for this product development and adjustment, not only in safety and comfort in dealing with changes in functional requirements, but also more consistent with consumer demand, many products can also improve athletic performance athletes. Currently, Nike is to maintain a 4 on the R & D, Nike Sports, because in many areas of technology, therefore, its products and the competitive advantage of the brand product sales% of the year. On the other hand, our national sports brand in the R & D investment is not enough, the domestic R & D of Li Ning, R & D expenditures from their most attention in 2008, less than 3% of the sales representatives, not the number of international giant. Therefore, new products and research new technologies for the development of domestic enterprises, the main bottleneck in the development, we must overcome. This is a breakthrough in the current conditions is the most effective method, based on the companies, national research institutions in all aspects of strength. Companies should be willing to invest political and financial support to the Government, research institutes of their own line combination of business and markets. Only in this way can we develop the sports industry might be able to move rapidly to a leading international company, and finally catch up with international advanced technology, the growth of Chinese sports brand based technology.
Second, the emphasis is the basic spirit of the brand building. Nike founder Bill. Bowerman said: "As long as you have a body, you are an athlete and athletes as long as the world, Nike will continue to grow .." core spirit, such as to focus on what the market for Nike products brands need to focus on the athletes. With the continued movement of market segmentation, Nike also distinguish between different products. Now the company's products include clothing, shoes, sports equipment and so on. The development of technology to meet the different market segments, or even to focus on other people, different needs of each sport. In any case, athletes have been because it is the survival and development of the market, Nike, Nike will be the progress and efforts. This is the spirit of Nike's rise. Of course, in the Chinese sports brands are very young, only twenty years of history of Li Ning, the mark can not see the return of natural precipitation into the foreign giants. But from the domestic enterprises should now start doing their own basic values and concepts labeled, and brand awareness in the market, the strength of the rapid formation. On the other hand, local companies can also consider closing some smaller acquisitions, but a long history of foreign brands. After the completion of the market, as a sub-brand of domestic enterprises rapidly across time boundaries.
Third, the focus on research and learning. Nike began to rely on innovation and technology in research and development to stay ahead of the large-scale investment. But the real driving force of Nike in the forefront of the U.S. market, the most important, but not to promote innovation in counterfeit goods. Nike is a certain timing, Nike, Adidas as a generic product model, the results beat the fraud of the inventor.
Here, some people believe that innovation and supply chain market, Nike's core competitive success. This is, of course. However, for young brand, enjoy the local homogeneity of the global manufacturing center of sports, the same company in China with global supply chain benefits, because we have become a means of advertising and marketing. In this case, technological innovation and brand, the extent to which China decided to end the most important factor in the brand and the development of good business and experience, and between domestic enterprises can quickly fill the simple difference between the international giants. Therefore, as living in the most active and promising market for local enterprises sports and rare development opportunities and meet. If foreign companies and technical and management experience can learn at the same time, strengthen the technical input, and the brand over time, regardless of size or income from the sale of all brand values, is committed to a world-class sports brand in China.
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