1 the concept of asset-light operation mode "asset-light operation mode" 10 Nike founder of the legendary Phil Nate's greatest contribution is the introduction of the 80's "asset-light operation mode" has become the mainstream of the global sporting goods industry. The model has become the goal for many sports enterprises to pursue and emulate.
Third of all
The so-called "asset-light operation mode" is the so-called "virtual business model", which refers to outsourcing the manufacturing and retail distribution of products, focusing on capital and products, centering on conceptual design and marketing, and utilizing celebrity endorsement and creative advertising. Lower capital per capita. Especially in production lines. A capital model that invests heavily in fixed assets, resulting in high returns. The promotion of Nike's asset-light model analyzes the Nike model from the two aspects of product research and development, innovation and marketing strategy, which can be learned from China's sporting goods enterprises.
2 Core product technology development
The development of Nike sneakers fully reflects Nike's high investment in product development and innovation. Since the first Nike air-cushioned running shoes in 1979, air-cushioned sports shoes with shock absorption, lightweight and other features, popular with people, creating a revolution in sports shoes. Nike borrowed this machine to expand its brand and has repeatedly applied the latest technology to its sneakers, becoming the dominant player in the sneaker market.
For our sporting goods manufacturing enterprises, taking the sports shoes manufacturing industry as an example, we can create our own high-tech content by purchasing the most advanced technology patents, such as the bottom of free technology, bridge stabilization equipment. Ice, stabilizers, fit technology, laser etching technology and so on. Shoes . On