● 1973, Perry Fang Ting, the record creator of the American 2000- 10000 meter run, became the first track and field athlete to wear Nike sneakers.
● 1978, Nike international company was formally established. Nike shoes began to enter overseas markets such as Canada, Australia, Europe and South America.
● 1979. The first Thaiwind running shoe with Nike patented air cushion technology was born. The first Nike clothing production line was put into production.
● 1980, Nike entered China and set up the first Nike production liaison office in Beijing. After that, Nike adhered to the concept of "local for local", not only introduced advanced technology to China, but also devoted itself to the cultivation of local talents, production technology and sales concept, taking local products and using local products, and made rapid development in China.
● 1996, Nike (Suzhou) Sporting Goods Co., Ltd., a wholly-owned subsidiary, was formally established in China, with its headquarters in Shanghai and branches in Beijing and Guangzhou (Hong Kong was incorporated into China District as a branch in 1 2002).
● In May 2002, Nike began to hold a 3-on-3 football match between Nike and Scorpion nationwide. Hundreds of youth teams competed for medals in Guangzhou, Shanghai, Beijing 14, 16 and 18 respectively. This is another great move made by Nike for the development of youth sports in China.
● In July 2002, Nike invited NBA superstar Vince, known as Dr. Fang? Carter came to Beijing. The purpose of Carter's trip is to support the youth basketball cause in China and spread the culture of "Let the guests go".
● In August 2002, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn skills from their peers in China.
● In July 2002, Nike invited NBA superstar Vince, who was named "Dr. Fang"? Carter came to Beijing. The purpose of Carter's trip is to support the development of youth basketball in China and donate rebounds to chinese basketball association on behalf of Nike. In August 2002, Nike will sponsor a group of "street basketball teenagers" representing American free basketball culture to come to China to learn from their peers in China.
In China, Nike not only supports the development of football in China, but also pays attention to the development of teenagers. I launched a series of "My Dream" large-scale youth sports activities, and launched China 3-on-3 basketball match, Nike High School Men's Basketball League, Nike Youth Football Super Cup, 4-on-4 Youth Football Open and other activities. Nike company pays attention to the communication effect of advertising, which makes Nike brand deeply loved and grow rapidly. Nike's early advertising works mainly promoted the technical advantages of products, because the brand was positioned in the formal competitive sports market at that time. Of course, some leisure runners and athletes also buy Nike shoes, for one thing, they are comfortable to wear, and for another, because of Nike's propaganda: whoever owns Nike knows sports! This has a certain impact on consumers. However, the advertising of Nike in this period was not in the true sense of communication, and the advertising of Nike was produced in its "advertising reform".
In 1980s, Nike products began to enter the homes of ordinary people (especially teenagers) from track and field and gyms. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. For this reason, Nike, like Levi brand (the leading brand of jeans), must become an integral part of youth culture and a status symbol. Nike is fighting in two completely different markets. The problem it faces is how to achieve balance and consistency in adapting to public awareness and promoting sports achievements. Nike has begun to rethink its advertising strategy.
1986, an advertisement promoting Nike inflatable insoles is a real breakthrough. In the advertisement, Nike adopted a brand-new concept, which was not the usual way to publicize the technical performance and advantages of products blindly, but the famous song Revolution played by The Beatles, a famous representative and symbol of hippies. In the new rhythm and melody of rebellion, a group of Americans wearing Nike products are exercising crazily ... This advertisement just caters to the situation just now. Nike has always used magazines as the main advertising media to convey product information to competitors, but since then, TV advertisements have become the main "spokespersons" of Nike, which makes Nike advertisements more adaptable to the new development of its product market.
Nike's advertising reform is very successful, first of all, reflected in the rapid growth of the company's market share: surpassing Reebok to become the new overlord of the American sports shoes market. Nike's long-term competitor Reebok also had to emphasize the communication style rather than just the product function like Nike, and at the same time Reebok changed to Chiat Day as an advertising agency, which used to be Nike's agent in the mid-1980s, trying to revive its former glory. However, the style and advantages of Nike products have occupied an unshakable position in the hearts of consumers.
Advertising reform has won the market and consumers, but more importantly, Nike has gradually mastered the art of advertising communication in the reform and formed its own unique advertising concept and strategy-it must be committed to communication, not sales demands. This strategy is essentially different from the advertising strategy of most American companies, but it is this unique strategy and practice that makes Nike succeed and grow rapidly in the market.
Nike's first breakthrough in expanding the market is the youth market. Consumers in this market have some common characteristics: they love sports, respect heroes, have a strong sense of idolatry, want to be valued, have active thinking, have rich imagination and are full of dreams. In view of this feature of young consumers, Nike has successively signed contracts with some famous and popular sports stars, such as Jordan, Buckley, Agassi and cantona. They have become the glamorous communication "protagonists" in Nike advertisements. In the advertisement "Who Killed Rabbit Jordan", Michael. Jordan (Air Jordan) and another popular cartoon character, baggs? Benny (Jordan Rabbit) appeared in the film one after another. Benny was sleeping in the cave when the advertisement started. Suddenly, there was a strong vibration on the ground, which woke Benny up. He climbed out of the hole and saw four guys playing basketball. Benny complained for decades, but those people attacked him. They threw Benny in the air like a ball. Benny shouted, "This is my enemy!" At this time, Michael Jordan appeared and came to help his cartoon friend Rabbit Jordan, and a basketball war began immediately ... In this picture of TV advertisement, there is almost no "figure" of Nike products, and there is no product promotion and "selling point" statement like other advertisements, only a game or a story is performed with the charming Michael Jordan and Rabbit. In addition, Nike specially designed and promoted a computer game in the 1990s, in which participants could play basketball with Jordan, the king of the ball. Nike has mastered the characteristics of teenagers' aversion to preaching and enhanced sense of independence, and has fully played and catered to their imagination and self-awareness. From "Jordan" to "I love sports", from "Jordan wears Nike shoes" to "I wear Nike shoes" ... In a series of consumers' self-imagination and comparison, the communication between Nike and the target market naturally formed, imperceptibly forming Nike's spleen image.
Chris Riley, the planning director of Nike advertising company W&K, commented after comparing the advertisements of Nike and Reebok: "If you show the advertisements of Nike and Reebok to children aged 65,438+04-65,438+05, they will definitely say,' Reebok is chasing me again. They use sports and health to promote advertisements. ; But they talk about Nike ads in a completely different way:' Look, Nike guys are wasting money again! I really don't understand how they manage advertising funds. "This means that they know us and know that Nike could have used traditional marketing-oriented advertising methods. There is no doubt that Nike's series of advertisements for the youth market have achieved their goals and been recognized by young customers, who are the most authoritative referees in this market battle.
Many people think that Nike's advertising communication method is a "star offensive" with distinctive advertising pictures and plots. But this is not the case. What plays a fundamental role is not the form of communication, but the content. It is a heart-to-heart dialogue with consumers in advertisements! Therefore, the spread of Nike advertising has achieved excellent results that can resonate strongly with consumers. When Nike is targeting sports fans, its communication content is intended to convey such a message to the audio-visual public: Nike is an "expert" in sports like you, and we all know what is happening in sports. Therefore, Nike's advertisement shows a real and objective sports world. With baseball star treasure? What are the funny treasures in the humorous advertisement "Bao Zhi" series starring Jordan? Jordan attracted the attention of a large number of young audiences, and then came Bao? Jordan hurt his hip and had to bid farewell to sports. Bao Jordan lost his advertising value. Under normal circumstances, it is natural for American business society to terminate contracts. Nike didn't do this, but continued to cooperate with him in advertising. This move has aroused strong repercussions among young consumers: Nike will not abandon an unfortunate former hero like us.
Another example is that Nike hired the notorious Buckley to shoot advertisements. Buckley has the nickname "boxer" in basketball. He is fierce and fierce, with a hot temper. He often goes off the rails. Nike didn't hide these things. It created an advertisement on TV. The protagonist was the fierce Buckley. He beat his opponent in the ball game and broke the backboard ... Sports fans who have seen this movie will feel the same way: it's Buckley, he is like this. So there is a good communication between Nike and consumers, and this communication has been strengthened again and again, and it has been constantly ringing among consumers.' In this way, Nike and its brand will eventually become loyal' partners' and' confidants' of customers, and even integrate with each other, regardless of each other. It is logical that Nike brand will rise rapidly and occupy a dominant position.
Nike's advertising in the women's market is even more ingenious and charming. Nike entered the women's market later than Reebok, partly because Nike thought the advertising theme of its air cushion technology revolution was aimed at men. If women were attracted in turn at that time, it would definitely hurt the growth momentum of the men's shoe market. At that time, Nike management promptly corrected some promotional activities in California, and the company believed that the activities exceeded the company's original intention. Company managers don't want to damage their good reputation as a technologically advanced and pioneering sporting goods company and become a feminine fashion goods company.
When Nike gained a firm foothold in the youth market and the men's market, it turned to focus on attacking the women's market. Janet and Charlotte, the planners of the advertising creative plan, use self-evaluation to understand the inner world of women, and the "dialogue" between women is the main means of communication. Advertising works use contrasting black and white pictures with the word "no" interwoven on the background. Advertising words are affectionate and meaningful, with soft tone but full of touching care and hope:
In your life, there are always people who think you can't do this or that. In your life, there are always people who say that you are not good enough, not strong enough and not talented enough. They also said that your height, weight and physique are not good and you won't make a difference. They always say you can't. In your life, they will say that you can't say it quickly and firmly thousands of times unless you prove that you can.
Advertisements are published in women's favorite life magazines. Advertising words are not like the sales demands of sporting goods suppliers, but more like women's confessions. Advertising reflects the true characteristics of Nike advertising: communication, not stimulation. This advertisement is very successful. After the advertisement was published, the telephone in the company's switchboard room kept ringing. Many female customers called and said, "Nike advertisement changed my life …" and "I will only buy Nike from now on because you know me." These results are also reflected in the sales performance. The sales growth rate of Nike women's market is faster than that of men's market. At the end of 1980s, Nike's position in the women's clothing market was far less than that of Reebok, and a fundamental change took place. Research shows that in this market, the mention rate and reputation of Nike brand have surpassed Reebok.
In a short period of 20 or 30 years, Nike has grown from a humble small shoe factory to an industry overlord, from unknown to world-famous today (the popularity in the United States is almost 100%), and Nike's marketing communication has contributed greatly. 3。 Education: MBA management, with a rich resume of 10 years! 4。 At least 4 foreign languages must be proficient in English and French all night.
Detailed description of adidas management position: 1. Understand the corporate culture of Adidas: In the world of sporting goods, Adidas has always represented a special status symbol, which some people call "three lines of victory". Since the establishment of 1948, Adidas has helped countless athletes achieve good results and made many great achievements. So Adidas can also be said to be the best one that has gathered everyone's trust and respect.
Adi Dassler, the founder of Adidas, is not only a skilled shoemaker, but also an athlete who likes sports. His dream is to "design and manufacture the most suitable sports shoes for athletes". Under this concept, Adi Dassler designed the first pair of sports shoes in 1920. Because of his continuous research and development, his sports shoes have won the love of many top players, not only shining brilliantly in the Olympic Games, but also establishing a gold medal reputation in the sports world. With the affirmation of all walks of life, Adi Dassler founded the Adidas brand on 1948, and found from his many years' shoemaking experience that using the three lines on the side of the shoe can make the sports shoes fit the feet better and integrate into the designed new shoes, so the first pair of three-line sports shoes of Adidas brand was presented to the world on 1949. Since then, people have constantly seen the winning pictures created by the "three lines of victory" on the sports field.
Especially in the world football, Adidas has received more support than any sporting goods manufacturer. Especially when Adidas released its first pair of spikes, it was supported and loved by top football players. During the 65438-0974 World Cup in West Germany, more than 80% of the players chose Adidas football shoes, from which we can know the strength of Adidas in the world football at that time. In the 1998 World Cup soccer tournament in France, the owner, the French team, relied on the superior performance of Adidas soccer shoes, played a super-level strength, defeated the heroes and won the championship. The French soccer star Zidane won the title of World Footballer of the Year with 1998, which once again proved that the authoritative guarantee of Adidas' "three-line victory" has continued to this day.
2。 The familiar history of Adidas: 1920: Mr. Adi Dassler created the first pair of sports shoes for training.
1948: adidas brand officially registered.
1949: The three-striped logo came out.
1970: "Telstar" became the first designated ball in the World Cup.
1972: Clover logo is out.
1979: The world's best-selling soccer shoe "Copa Mundial" went on the market.
1985: "APS" shock-absorbing running shoes came out.
1988: adidas revolutionary "twist" system appears.
199 1 year: launch a new series of professional sports shoes and sportswear.
1993: adidas invents "tubular technology"
1994: A revolutionary new product "Predator" soccer shoes was launched.
1996: "Feetyouwar" sports shoes went on the market.
1997: announced the merger of Paramount Company, which is famous for selling skiing and golf equipment.
2000: Shouting the slogan "It is impossible to be nothing" and successfully creating new hot topics.
2002: Launched "a3" series basketball shoes and running shoes.
2004: "Adidas 1" computer chip intelligent running shoes were launched.
2005: merged the sports manufacturer Reebok.
2006: The upgraded version of "adidas 1. 1" computer chip intelligent running shoes and basketball shoes was launched. 2005124 October, BOCOG announced in Beijing that Adidas (Suzhou) Co., Ltd. and Adidas-Salomon Group have become partners of Beijing 2008 Olympic Games. Wang Wei, executive vice president of BOCOG, said at the signing ceremony that as a partner of Beijing 2008 Olympic Games, Adidas will provide sports equipment for all staff and technical officials of Beijing 2008 Olympic Games and Beijing 2008 Paralympic Games. Adidas has also become a sportswear partner of the Chinese Olympic Committee. The China sports delegation participating in the 2006 Winter Olympics in Turin and the 2008 Beijing Olympic Games will wear Adidas sportswear. Ms. Sandrine, President of Adidas Greater China, said: "Since Adi Dassler, the founder of 1928, made the first pair of spikes for Olympic athletes, Adidas has spared no effort to support the Olympic Games and help athletes create good results with innovative products. At the Athens Olympic Games that ended last year, Adidas provided about 6.5438+0.4 million pieces of equipment for organizing committee staff, volunteers and athletes from all over the world. Adidas encourages and wishes China Olympic athletes to win more gold medals at the local 2008 Olympic Games, and will provide first-class advanced equipment for this purpose. " 3。 Education: MBA management with a rich resume of 15 years! 4。 At least six foreign languages must be proficient in English, French and Italian overnight.
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Detailed description of Puma management position: 1. Understand Puma's corporate culture: Puma stands for cool, rebellious and trendy. However, some brand experts believe that PUMA, which claims to lead the lifestyle, is an adventure. Because every trend can only exist for a short time, when Puma's products can't keep up with the change of the trend, its turnover and profit will drop sharply. 2。 Familiar with the history of puma 1924, my brother Rudolf Dassler (1898- 1974) and my brother Adolf Dassler (1900- 1978) established the "Dassler Brothers" shoe factory.
The first pair of football shoes was originally designed in the bathroom at home, inspired by wooden nails and patented.
1935, the shoe factory was born and mass production began, and the contradiction between single brothers began.
1936, American male track and field athlete jesse owens (19 13- 1980) ran in Dassler and won seven gold medals. Five bronze medals, breaking two world records and three Olympic records.
1948, the conflict between brothers intensified and they parted ways. Rudolf Dassler founded Puma.
Puma Company was formally established, and the first pair of football shoes was born PUMA ATOM.
1952, puma five states are famous and attract worldwide attention.
During the 65438-0958 World Cup in Sweden, Brazil and Sweden competed for the championship in Puma football shoes. The design of the "runway" on the vamp has come out.
1962, Brazil not only won the championship again in Chile, but also Pele, the king of the ball, won the best player in the World Cup, all wearing Puma shoes.
1967 pumaNo. 1 was officially born. It is a puma designed by the famous German cartoonist Lutz Barkis.
1968 "Loma LOMA 1968"-Puma sponsored Italy to win the European Cup in Rome.
At the same time, brothers are incompatible and run counter to each other, and even people who wear two brands of clothes are separated.
1970 Mexico city, Pele led the team to win the third place for Brazil! This time, he is wearing the Puma King.
1974 Dutch football delivery-cruyff led the team to win the runner-up in the German World Cup in Puma boots and won the title of the best player.
1982 Diego Diego Maradona made his World Cup debut in Puma boots.
Amin Dassler invented the "PUMA DUOFILEX" outsole.
1984 navratilova martina won the fifth of the nine Wimbledon championships in his career in Puma sports equipment.
1986 diego maradona helped the team win the World Cup with his famous "Hand of God".
In the same year, Puma was transformed into a company limited by shares.
Johen Zeitz, an American football player who was 30 years old before 1993, was appointed as the president and chairman of the board of directors of Puma, thus taking a solid step in the long-term development plan.
1998 puma entered Hollywood and invested in movies; ,< Mr. and Mrs. Smith >,< screams in horror >,< Apple Pie 2> ...
In the same year, Jil Sander, a famous German fashion designer, signed the first sports brand integrating fashion and sports.
In the same year, he sponsored Serena Williams and became the official sponsor of sweaters.
1999 The first concept store was in California, followed by London, Rome, Tokyo, Boston, Frankfurt, Melbourne, Beijing World Trade Center, day order and Sanlitun.
In 2000, she signed a contract with supermodel Christie Trulington to speak for the brand NUALA yoga product Nuala.
In the same year, Cameroon, an African lion, appeared in the Africa Cup in PUMA's newly improved sleeveless T-shirt.
In the same year, in the field of official sponsorship and formula racing, Ferrari BMW Red Bull 1 Team Red Bull 2.
In 200 1 year, PUMA signed a contract with Mihara Yasuhiro, a famous Japanese designer, to sell her fashionable and alternative products all over the world. My series focuses on "board shoes".
In 2005, he signed contracts with Schumacher and Massa and provided daily clothes for the whole family.
Together with fashion master Neil Barrett, he designed the Italian team uniform, and Puma became the official sponsor of the Italian national football team.
In 2006, Puma sponsored the Italian football team to win the World Cup in Germany. During the World Cup in Germany, Puma *** 12 team provided them with competition clothes.
(AD sponsors 8 teams and NK sponsors 6 teams)
In the same year, Puma launched the Golf Series.
In 2007, PPR Group became the largest shareholder of Puma. (GUCCI MQUEEN YEL, a brand of public relations sales entity & gt, and other international first-line brands)
At the same time, the designer MQUEEN (playing Givenchy) was also signed, and the representative was
In 2008, PUMA took part in the Volvo Regatta, with a global stop of 12, and the last stop was Qingdao, China. Education: MBA management, 5 years fruitful resume! 4。 Mastering at least three foreign languages requires proficiency in English.