With the improvement of people's quality of life and health-conscious, sports apparel has become an important part of the clothing industry. Today, both professional sportswear and everyday casual sportswear embody the fusion of fashion and sporting elements, while mainstream fashion is also infused with athleticism.
Sports brand Nike advertising reform: celebrities can also capsize the boat
Nike, the sports brand with the largest market share in the world, has made a huge impact by working with the best athletes in the world. At the same time, Nike has narrowed the gap between sports and mass consumers, To create a fusion of fashion and sports life philosophy.
Marketing strategy
Advertising change method
Nike official website slogan "Who owns Nike, who knows sports!" Has a certain impact on consumers. In the 1980s, Nike hoped its products would enter ordinary homes from athletic fields and gyms. To this end, we must adjust the advertising strategy. Facts have proved that Nike's advertising reform has been successful, not only won its market and consumers, more importantly, Nike in the change, gradually mastered the art of communication with the general public to form a unique advertising Ideas and Strategies: You must be committed to communication, not sales.
Example: A 1986 advertisement promoting Nike inflatable insoles was a real breakthrough. TV ads become Nike's main "spokesman", a move that makes Nike ads better adapt to the new development of its product market. Nike signs appear in the subway station, on the street, in the laundry room, on the bus, on the escalator. As a result, the market share of the company has grown rapidly. For the first time, Reebok has become the new dominant player in the US sneaker market. This makes Reebok have to follow suit - emphasizing the style of communication rather than just product features.
Star worship and resonance communication
The teenager market is Nike's primary breakthrough to expand the market. Adolescents love sports, revere heroic figures, chase stars strong sense of hope, attention, active thinking, imaginative and full of dreams. Nike signs sports stars such as Michael Jordan, Andre Agassi and others, who have become the "protagonists" of the Nike commercial. Allow consumers to think of themselves through the stars, which establish a bond between consumers and brands, Nike products spleen image in the subtle in the heart of customers.
Example: In the 1990s, Nike designed and promoted a computer game that lets participants play basketball with Jordan in the game. Nike fully understand the mentality of young people, teenagers know that disgust prejudices, independent awareness of enhanced features. Therefore, Nike give full play to and meet their imagination and self-awareness, from "Jordan" aware of "love me sports," from "Jordan wearing Nike shoes," associate "I wear Nike shoes."
Advertising strategy
In 1988, Wieden Kennedy advertised Nike's "Just Do It," a resounding slogan titled as the "20th Century" by the prestigious Advertising Age magazine One of the five slogans for the ad campaign, this Nike ad case was also recorded in the case study of the Smithsonian Institution. However, due to operational problems in 1998, Nike laid off 1,600 people, marketing budget reduced by one-third, while the trapeze Jordan's retreat is even worse. When Nike was in the midst of a crisis, Woden-Kennedy advertising company launched a new "I can" advertising slogan for Nike. It seems to be announcing to the world: Nike "can" overcome the pain, "can" will not be possible, "can" accomplish the next Jordan. Nike in China
Nike entered China in 1980, adhering to the concept of "Local for Local (where, where is)", the introduction of advanced technology into China, is committed to the cultivation of local talent, production technology, marketing concepts, take local, local use, at China has made rapid progress. In China, Nike not only supports the development of football in China, but also pays attention to the development of young people. It has launched a series of activities such as "My Dream" large-scale youth sports, the first 3-3 basketball in China, the Nike High School Men's Basketball League, the Nike Youth Football Super Cup , 4 pairs of 4 youth soccer Open activities.
Nike not only to the United States NBA star invited to China, with the Chinese basketball player Yao Ming and Yi Jianlian landing NBA, the Chinese element has also become Nike to win the Chinese market, an important strategy. Not only introduced the expensive Lunar New Year Air force 1 series, also invited Chinese players to act as advertising spokesman.
Yi Jianlian, a young Chinese athlete who landed in the US NBA league, advertised for Nike as saying: "You can join a professional league at the age of 15, you can be a national team, you can win three times and you can be MVP, but that's not enough Because you can be - go do it yourself. Just do it. "Nike's strategy of tailor-made support for its expansion plans in different markets has been strong.
Typical Case
Into a celebrity, defeat celebrity
Nike likes to create brand value and sales performance through celebrities, and although most cases are successful, but also some regret.
In 1984, Nike and Jordan signed a 5-year contract totaling a total value of up to 1 million US dollars per year, the price is Adidas or Converse price of 5 times, Jordan thus becoming a marketing strategy and the entire sports shoes, sportswear production line Core. Fortune magazine has also published a striking coverage that the financial situation was not good at Nike, signed such a contract is a big mistake. The results prove that the cooperation between Nike and Jordan is a "winning" deal, Jordan to Nike to cross the circle of running shoes in the United States has just begun to make a big fuss about basketball, Nike also became a high-end basketball shoes The leading product.
On the contrary, on November 27, 2009, a car accident at the door of Orlando by Tiger Woods, a spokesman for the Nike Golf series, attracted the attention of the media in the world to his extramarital affairs scandal. According to a recent report by the University of California, Davis, a share of the sponsor-owned Woods shares suffered a collective loss of $ 5 billion to $ 12 billion. General Motors, AT & T, Accenture, Gillette razors and Swiss TAG have all terminated the contract with Tiger Woods, only Nike still insisted.
Strategic Analysis
Nike and Jordan's cooperation is its classic success stories. In the 1980s and '90s, professional athletes were worshiped like heroes, so Nike invested a great deal of money in attracting successful and charismatic athletes to endorse the product with a pyramid-shaped image promotion strategy. The top athletes are the least number, but have a strong radiation. Use of athletes for product promotion more than Nike, but only the most successful Nike.
Water can carry the boat, but also capsize. Nike chose the same boat in the face of Woods scandal when it won a great deal of success with Woods, the world's number one professional golfer. Nike knows that Woods is crucial to the brand's golf line, and without it, no one gets a lot of attention from a well-established product line. However, when others are anxious to draw a line of demarcation Nike also insisted on cooperation, social morality will be questioned, and its sales will be affected yet remains to be seen. However, one thing has to be acknowledged is that Nike has quite a strong dependence on the sports brand marketing model founded by him based on the idol, and its drawbacks are also obvious. This is why other brands are worth pondering.
Nike as the world leader in sports brands, in the field of professional sports and lifestyle have created tremendous economic and social value. It creates one business myth with the world's top athletes, but inevitably it is also negatively affected by celebrity effects.
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