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Source: sneakernews& Nbsp; & nbsp; & nbsp; [Chinese shoes Network - News Analysis] October 23, 2014 in Manhattan, New York, four large hotel almost lived Nike invited media from around the world, where the vast majority of fashion, lifestyle type of media, as well as the trend of important opinion leaders (Key Opinion Leader). More than 200 of the world's top female athletes took specially erected Nike T station, including retired tennis player Li Na and 57-year-old Joan? Benoit, she won at the 1984 Los Angeles Olympic Games women's marathon. Nike is perhaps on this day the company released full-year 2014 the most important strategy: Nike Women, a product is said to exhibit will be from management to the retail store will change the new initiatives, but compared to the past, CEO Mark Parker did not stand on the stage to announce new products on behalf of disruptive technology, there is no mention star-studded athletes spokesman, but Nike's digital platform in talking about 65 million female members and future consumer trends. In fact, he mentioned all the Nike company currently has: technology, design, the ability to promote a way of life, to grasp the trends, based on the huge social network consumer relationship. Taken together these is Nike Women strategy. 2014 World Cup on the eve of the unofficial sponsor, Nike introduced the application of the new soccer shoes Flyknit technology Magista, the beginning, the company also released a KOBE apply the same technique of 9 Elite basketball shoes, the two have in common is change people's views on t cheap air jordans wo things: First, the biggest advantage Flyknit technology just makes shoes more light, can not provide adequate protection for athletes in football, basketball such a fierce campaign; the second is a more ultimate question, the best soccer shoes / basketball shoes should look like? However, these two new products this year is not the best spokesperson Nike, Nike Women is, because it is this company all the benefits and ambitions aggregates. Although the 2012 launch of Nike Flyknit technology redefines the sports shoe manufacturing industry rules of the game, also created a new consumer demand, but the female market rules of the game is another matter: Before this, women product line has never been KOBE basketball shoes, like the concept of product upgrades, maintain consumer promotion and star athletes also much weaker among girls in the end ???? Why buy Nike? This seems to be a new topic, especially Nike decades ago I began to get involved in this area, but this piece of the profit contribution rate never exceeded 20%. From the earnings perspective, 2014 may be the best year ever Nike. Analysts believe that the company's success is driven Flyknit high-margin products, but, like its allies, like Apple, Nike's genius lies not only increase the price of the product, but to build an eco- system, including: endorser, high value-added products to sports and sporting spirit as the core marketing, leading the popular cross-border cooperation as well as social networks. Let's look at this company during the year as well as what has been done before. 2014 Milestones February Release KOBE 9 Elite basketball shoes. April to Nike +, e-commerce functionality integrated into the official website. Op cheap foamposites ened in San Francisco Nike + Fuel laboratory, but in the same month the abolition of most FuelBand team members and confirm the exit smart bracelet market, there are rumors that the move was to strengthen the alliance with Apple, "Let the good people do it good thing. " June release Nike Free 6.0, and with the hot French fashion brand APC jointly launched the limited edition sneakers. Nike Lab's flagship retail store in the world opened in six cities, including one in Shanghai. The shop sells designer limited edition products and concepts avant-garde movement of goods. July for the first time exceeded the number of World Cup sponsor Adidas team, in the first row. Invested heavily in the World Cup marketing. Post Magista soccer shoes. September release Nike Women. Integrate existing product line of women, the first time into the "lifestyle" in the field. December re-enable ACG (All Condition Gear) brand, to enter the outdoor market. Despite Nike's mission to sell more shoes, but also in talk lifestyle Nike vice president, Amy Montagne Nike Women general manager on October 23 in the New York press conference referred to her cousin. "Just graduated from university, live life fully digital, mobile phones from their hands, will try a half marathon together with friends, but also love yoga, love all kinds of shoes. Those all she wants to try new things, to and today's young female athletes. " Suppose Amy's cousin 22 years old, so she is Nike Women typical user image: a young, creative consumption, depending on the movement of new social and lifestyle. In an interview after the conference ended, Amy of "curiosity Daily" said: "Today's female consumers is indeed in their expression through mov air jordan 11 space jam for sale ement is what kind of people are they chosen sport.." Nothing is more perfect than the user's lifestyle female interpreter, but Nike can not use the usual marketing routine in these people. Generally speaking, research and development targets Nike athletes, media marketing, product ambassadors and inspire ordinary people's passion for sports. But most women athletes and sports competitions less sensitive, to stimulate their forces are close friends, or to "a certain kind of lifestyle," the yearning. So Nike is still demand from athletes to develop products, but the new poster will soon become routine: the women go to the gym on the way, the street running in San Francisco women in the gym doing stretching exercises woman ...... In this process, Nike + play a crucial role. Mark Park mentioned the importance of social platforms in five short speech. Nike has helped to achieve significant success in the business of running a company vice president, Nike + Stefan Olander, general manager of the company told the "Daily curiosity" interview, also acknowledged that progress on the part of women's business due to the rapid development of Nike's online business. The new technology brings new products to bring different social platform marketing experience and significant investment, so that consumers of the Nike brand stickiness greatly enhanced, all designed just for the designer Nike flagship store Tim Kobe said: "A good, complete brand experience should be rich and multi-dimensional, allowing consumers to experience the brand in a variety of environments, including various forms of goods and services and so on." derived from these initiatives, Nike stock increased rapidly in 2014 2014 fiscal ye Retro jordans for sale ar, Nike's total revenue of $ 27.79 billion, net income of $ 2.69 billion, up 9.29% over last year. (Note: The following diagram units are wrong, should increase) Nike is currently more than 80 percent of revenue comes from male-oriented products business, such as basketball and football. Earlier media reports have cited a number of Nike previously published financial expectations: to 2017 fiscal year, Nike's total revenue will reach $ 36 billion, of which Nike Women become an important force in the rapid growth of total revenue 20%. In addition, Nike earnings in 2014 lists the different competitors, in addition to the traditional Adidas, focused LuluLemon yoga, with North Face outside the VF Group, and so, there are two worth mentioning, a With the same technical innovation and high value-added goods fast-growing sports brand Under Armour, there is enough to take away a consumer's Nike Uniqlo casual clothing in the field. Rather than manufacture Nike trend, as it caters to the social consumer trends The most significant trend is the pan movement of 1,2014 Despite long yoga pants as a fashion items to pop up (and let conservative fashion circles incessantly lamented), but this year is the sports shoes (especially slope with) a comprehensive and holistic popular sport styling. In addition to the limelight of New Balance and ASH, including Alexander Wang and Chanel, including dozens of companies have launched clothing with this style. But as a stylist Crawford interview saying: "The present situation is, buy a pair of Marc Jacob Ash sneakers or fashionable enough to wear too, but if you want to show a taste of sports Look, or buy a pair of sneakers truly better. " 2, the rise of ne jordans on sale mens w feminist Actress Emma Watson is difficult to say in a speech on behalf of the United Nations, in the end is the so-called new feminism developed to a point where common topic, or that her speech inspire more people to start thinking about this question ???? is a climax, or a point of enlightenment. But 2014 is an event focused on women's rights has been reported in a year: to appeal to women the right to education shootings malala Taliban who were awarded the Nobel Peace Prize Microsoft CEO Nadella representation of women in public promotion and pay rise to karma, etc., by the media criticized ...... 3, health has become a big middle class consumer spending This you will see more detail below, each era has its characteristic overall, as if to make jeans hippie rock flourishes, like sports equipment but also because nowadays people embrace healthy living and strong popular . "Curiosity Daily" has reported "Mountain Girl" and "Mori Girl" popular in Japan, it does not only happen in Japan. In running and Chinese market, for example, Nike is how to cultivate a lifestyle China's share in global sales, Nike occupy is not large, because of the lack of sports culture in large part. The market of the sports competition as a way of education and livelihood, rather than part of a personal life. At the same time, Nike and Adidas are the first in China to expand the clothing business, which is the reason street became the first mainstream sportswear apparel. Today, these sports equipment manufacturers face Gap, Uniqlo and more competition in the local sports brand, Adidas and Nike showing different strategies. Adidas prefer "Let fashion go fashion", it and Yohji Yamamoto, Stella McCartney to launch a joint brand, choose non-athletes, such as Eason as spokesperson, these practices was very useful in the Chinese market: it allows young consumers think Adidas is the fashion of representatives ???? Do not forget, this market cares more about "good-looking" rather than the degree of professional performance equipment. But the idea behind Nike introduced Flyknit been challenged. Nike in China has always been to school together and pursue sports culture as the basis, but not necessarily linked, and market reputation. Nike began sponsoring university students until night run, the night running safety of young people believe that the fluorescent color is very cool, and gradually turned into "this and previous running completely different kind of school" concept, under the Nike + community-driven, Running in groups of young people in the popular, and gradually spread to the company's human population. Under the trend to promote Nike's products are more and more people are familiar with ???? Note that non-activists. When they walked into the Nike flagship store out of curiosity, when the company's business began. With store video consumer it is Nike to win too many similar competitors. Nike those you do not know, but what may be of interest 1, DTC business is strengthening such as factory stores, Nike Lab and Nike flagship store this directly managed stores, in an internal company business is called DTC (Direct to Consumer). Nike's earnings in 2014 that, in order to better effect in strengthening the Nike branding and other aspects, DTC business will further increase investment. This is probably the company comprehensively promote the "lifestyle" of a signal. Of course, the DTC business or in a small part of Nike's revenue. 2, core competence is the diversification of skills and digital-based products experience From the current performance, there are two major differences between Nike and its competitors: one is Nike with Nike + has established the world's largest online community of sports enthusiasts, and the second is the ability to cut the whole category Nike campaign: In addition mainstream basketball, football and running outside, Nike Golf is also involved in sports and other niche markets, although the latter is not the bulk of the profits financially, but in the sharing of business risk and diversified market, Nike is still better than the other competitors to win a chip . 3, constantly stripping unrelated assets "Curiosity Daily", Nike has been concluded various assets stripped from 2012, CEO Mark Parker's argument is that this allows the company to stay focused. 4, with star athletes starting point for the development of innovation kitchen The "Innovation Kitchen" is Nike's future R & D center, with a 100-person team, now making 2016-2020 the project. Every six months, the Innovation Kitchen will meet and Mark Parker, summarized the past six months in the case of the Innovation projects and planning in the second half. 5, Mark Parker's role unusual in that he is the CEO of designer identity sit in this position. This is very rare in the corporate leaders in (the other is about Burberry incumbent CEO Christopher Bailey). He believes that the greatest source of creativity is "time to plan and capital budget", and as CEO of the biggest challenges is the choice: How like an orchestra conductor, as different talents leadership to cooperate with each other, as a resource to find a balance. He said in an interview that fashion blog BoF, designer biggest obstacles is the "you are you, I am me" way of thinking, business design can help maximize the value. How to become consumers outside of formal wear, casual wear "third sets of clothes"? This statement from a senior local Chinese sports brand. His "curiosity Daily" said that this is the power of Nike. And to do this obviously can not rely on the dealer. Nike Nike Women experience opened two stores at the end of 2014, including one in Shanghai. "Curiosity Daily" has asked the vice president of Nike, Nike + general manager Stefan Olander might be how to enhance the retail experience in the future, he replied, "and before you enter the store, the experience begins." Experience from the current view, Nike has the ability, but not yet fully realized this. Nike's future challenges encountered: 1, such as challenges from other vertical movement Lululemon manufacturers, especially in the field of yoga and this will happen Nike Women intense competition, the company can provide more detailed vertical service and experience, thereby erode Nike's market. 2, the challenge from the fast fashion line of sports products, such as Uniqlo also constantly stressed the added value of new technology products, and has an unmatched advantage in price. 3, more complex Chinese market. If you want to display a complete lifestyle and brand concept, Nike must rely on the store's display, although Nike + can make up for it, but to grasp the trend channel and still is the core issue. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: backgammon Shoes & nbsp; Four Seasons Bear shoes.)


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