Keywords: Nike NIKE fan run van-United States Agency for brand marketing, not only for the needs of the expanding brand awareness and damaged the brand's reputation, brand reputation of accumulation for market share has played a very important role. Van run, one is from the Chinese traditional culture and moral "great teacher", a people without a soul of the human soul; but the Nike engineers checked as spokesmen, cannot be said for Nike marketing strategies, is the Nike brand management of huge failure.
1980 Nike into the country, in Beijing the first production Liaison Representative Office, Nike adhering to the "Local for Local" concept, not only will the advanced technology into China, but also fully committed to local talent, production techniques and marketing ideas. This is taken from the local, local, Nike in China achieved rapid development. Nike in China market cultivation although has been leading to adidas, adidas, January 2005 to 13 billion RMB huge investment to obtain sponsorship rights for the 2008 Olympic Games, August and 30 billion euros to finance acquisition of United States's second-largest sports brand Reebok, adidas's market strategy that Nike is a great pressure, solely on the basis of a Yi Liu Xiang, and cannot, such as Star and adidas Olympic marketing contend, Nike's Agency just to serve as event marketing gimmick? or is it consistent with the fan running Nike's "people-oriented, the purpose of the independent personality?"
Agency disputes van run cannot be said that the Nike market dynamism! ¡± said van run of three series of seven brands of runners in Western markets, van unsalable varieties that running annual advocacy contracts only seven million dollars, while Liu Xiang in the same series of advertising revenue to $ 2.5. Since the knockdown of advertising contract record company endorsement contract historical lows. Nike is a smashing price price? Nike is van run appeal, hoping to Nike's character stands for the proposition that running fan personality, which gradually expanded to Nike subdivides the market expansion.
Market will develop in accordance with the Nike ideas? believe not! as segment advocate van run would be to Nike for the Olympic marketing momentum of adidas point gains but for Nike in the Chinese market brand reputation? Nike is obviously a huge Olympic marketing under the pressure of the desperate illness, van run individualism speech and culture of Chinese traditional morality, and culture of China's education, and social responsibility of breach is touched the bottom line of Chinese consumers emotions? Nike is not careful to investigate, not to think about the Chinese cultural influence in the market is haste to make decision-making in the mouthpiece van run cannot be said to be unaware of the Chinese market, do not understand Chinese culture, Chinese consumers are not aware of.
Nike in China has been the leading brand, you need to do is keep on shaping the Nike brand reputation, Nike brand culture in order to achieve the ultimate brand marketing. Advocacy is a very good market policy, but a spokesperson of choice? van run get numerous support because of personality and in China, but it does not mean that forms a kind of personality and culture, the mainstream culture, brand culture in order to be successful requires and a country's mainstream culture matched; van run behavior itself has been close to the Chinese public's moral feeling bottom line, also accompanied with Guo and dance and its personalized, but for a brand, a high-profile brands such as Nike, unnecessary, and even of voicing strike will touch the bottom line and the public's emotional brand crisis occurs.
As a brand marketing, not only for the needs of the expanding brand awareness and damaged the brand's reputation, brand reputation of accumulation for market share has played a very important role, just go to hype brand awareness and brand reputation damages cannot be said to be extremely short-sighted market brands. China market development has made the kind of pure speculation become a consumer boredom, ignoring the consumer's moral feeling the bottom line for brand marketing will be the consumer's condemning and resisted.
Already have friends suggested once please escape old normal beauty-Rep Nike running shoes as fact, will resolutely resist the Nike run in domestic sales. Regardless of whether there will be resisted or boycott success Nike's reputation in this time will be reduced to very low or even evolution to become a serious crisis of the brand. Chinese consumers are becoming more and more emotional baseline should challenge, Carrefour's been boycotting and its promotion of provocation and more massive boycott forming even evolution to become a serious brand crisis cannot be said to all the Chinese brand a precedent, ignoring the feelings of consumers China base line of the Marketing Act does not succeed, Nike wants to learn in the China market, or to learn about Chinese culture!
A brand's development after all follow a kinds of cultural development, the Nike culture into the community of mainstream culture, Nike need do not propagate extremely personality of individualism, but as social mainstream culture of accessibility and inclusion and integration in the consumer, and ultimately achieving brand culture marketing purposes.
Agency van run of Nike, the brand of regressive! will also sounded a warning to other brands!
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