[Chinese shoes Network - News] Nike brand founded from 1963 to 1972 was officially named as NIKE, developed to go beyond already the leading brand Adidas, Puma, Reebok, known as the "new world for nearly 20 years The most successful consumer goods companies "created. Since 1989, Li Ning has been founded more than twenty years, although there has been dominant for the Chinese sports brand, but the field of sports brands in the world, but difficult to humble. Li Ning and Nike gap where Southern Ke Zu slightly leaders believe in the following four areas:
First, the difference between the spokesperson on: first-class and second-rate star superstar gap
advertising generally adopted modern celebrity endorsements, on the one hand, research psychologist final analysis people are always subject to the temptation of celebrity endorsements, whether it is good or bad, our minds are born generously to us The attention more toward celebrities. In addition, a pure product of advertis cheap jordans for sale mens ing and publicity a celebrity there to promote products from the advertising broadcast simultaneously, under the guidance of the subconscious, the audience will have the pure product advertising information delivered doubt psychological, but for those whom they regarded as the subconscious Friend's celebrity made the recommendation will produce a sense of trust. Sales celebrity influence on naturally formed.
First look at the Nike spokesperson lineup, Bryant basketball field, James, Anthony, Parker et al., Football fields C Ronaldo, Ibrahimovic, Drogba, etc., tennis Nadal, Maria Sharapova, etc. These spokesperson covering almost all areas of the topmost superstar. These celebrity endorsements bring the first brand promotion, excited to see the star make people more deepened Nike's image in people's minds, so that Nike is more widely known. Secondly, the star's endorsement will increase confidence in the minds of the product, Bryant wearing Nike shoes will be so amazing t Cheap air jordan 12 ovo o play, I wear it if it can have excellent performance. Again, in a way many sports fans will find the time to see the eyes of the superstar superstar endorsements link between himself and a hint: that we were wearing Nike shoes. Many young sports fans will rush to buy Nike shoes, to imitate the star of their own hearts. In short, not only first-class superstar endorsements brands have been promoted, it will bring to boost sales to some extent.
Look at the Li Ning's spokesperson, O'Neill, Turner, Jones, of course, very well-known O'Neill earlier, but nearly retirement age, the court vested with no deposit, it is hard to combine with first-class brand. Near the end of a sports career with people speak, it is with sports, dynamic brand positioning large similar tribunal. Turner, Jones is no visibility, select few people knew almost second-rate celebrity endorsements, so that Li Ning's international reputation is difficult to upgrade, sports fans also will not go in hot pur cheap jordan shoes for men suit. From the ad uses the principle of celebrity endorsements of view, because of its small selection of well-known spokesmen, it attracted a lot of attention is also significantly less, and secondly, people are rarely able to get a sense of trust products from the unknown second-rate celebrity endorsements. The consequences of second-rate celebrity endorsements is not only brand awareness on the promotion of a lot weaker, and the impact on sales is also poor.
Second, the advertising media of choice: the gap between first-class and second-rate media media
The quality evaluation of advertising media there are many factors, such as arrival rate, coverage, authoritative, and so on. It has a close relationship with the brand strategy, local brands are mostly local media choice, if you want to become an international brand would need to select the international media, we must continue to make use of international advertising media brand communication, expect to get a highe Retro jordans for sale r visibility .
In the advertising medium of choice, the targeting of international brands Li Ning and Nike is very large compared to the gap. Nike's long-term dominance of international sports brand and its advertising media selection inseparable. In the television media choice, multiple select countries Nike high ratings authority of the media, such as in the country as the main choice of CCTV television media, and among the many game spots, which can improve the rate and reach of the audience. In newspapers and magazines media, Nike more choice national sports newspapers, magazines, such as in the country "Sports Weekly", "Basketball Vanguard" and so on. Nike most effective advertising media than their propaganda kept at the Olympics, World Cup and other events by the attention of the world, such as the 2010 FIFA World Cup when Nike invite them to speak to their shooting star "kicked Legend" videos, extensive causing the target audience's attention, and thus the most e cheap jordans for sale ffective to enhance brand preference and purchase intent.
In contrast, Li Ning, although playing sports brand to enter the world's top five goals, but few have ads running in the international media. Although Li Ning in the country has been in the CCTV advertising, but want to go out of China in the international arena needs more authority to select media publicity. In the international competitions are rarely able to see Li Ning, even in the local 2008 Olympics failed to get sponsorship in the World Cup it is difficult to see Li Ning figure. Brands in order to the world, advertising in the international arena is inevitable, the only way to make the brand better dissemination, and truly become an international brand. In this regard, Li Ning and Nike have a big gap, which need to go a long way to go.
Third, the brand positioning: focus on the gap between the proliferation of
From a functional brand positioning point of view, Nike has been pursuing for the people who l Retro jordans for sale ove sports to provide professional sports equipment. Nike from its inception, to focus on the movement, it firmly grasp the sport more and more people pay attention to this field, focusing on the people who love sports to provide sports equipment. It is reported that Nike headquarters a few hundred people R & D team, they are based on consumer demand, and improve body mechanics, optimizing product, pay attention to develop leading-edge, high-tech shoes. Such professional attitude, so Nike sports products have been welcomed by customers. Nike positioned about sports so get up more consumers see Nike can think to their favorite sport, the Nike brand is merged with movement.
Nike sports in addition to positioning functions, positioning the brand appeal is the spread of a brave struggle and aggressive spirit of sport. The spread of the spirit of sport is undoubtedly a great success of the Nike brand operational, it is more able to evoke the voices of the people who love spor Cheap air jordans for sale ts. It organizes a variety of sporting events sponsored by the spiritual movement spread around the world, so that people pursue while Nike is pursuing an aggressive sport spirit.
The other hand, Li Ning, which has been giving a feeling of flooding in the brand positioning functionality. Li Ning has been positioned between the sports and leisure swing, swing the consequences of this is that consumers can not judge him in the end is a sport or leisure. So no clear positioning is impossible to grasp the consequences of its customer groups, not to mention culture more customer groups. In an increasingly competitive market circumstances, who did more professional, more focused on a particular field, who can seize the customer, you can get considerable development.
In the appeal of the brand personality positioning, Li Ning and Nike can not practice more comparable. It seems to ignore this aspect of the brand personality, unable to find a spirit or personality from his vari cheap jordans online ous brand communication. From Gallup survey done for the Li Ning can also get a glimpse: consumers that "Li Ning" like them around a distinctive character is not a friend, that he was very cordial, very familiar, but it is the lack of a distinct personality. Brand like a man, a man of character will make people bear in mind, on the contrary, it is difficult to impress, Nike in this respect the role played a very good benchmark.
Fourth, the target market: the movement of people who love the gap between young people of
With the enhancement of people's living standards and concepts, people concerned about the increasingly high degree of movement, especially young people. Such broad market will bring endless benefits, Nike seize this trend, their target market is people who love sports. In determining the target market, Nike product design, research and development but also to a more professional attitude to create a first-class sports equipment, bring security and comfort cheap foamposites for the movement of people. In terms of brand communication, Nike is adhering to the theme of sports, to promote the spirit of sports, Nike and exercise together. When you see more people wearing Nike sports shoes ride in the sports arena, we found that Nike's target market is so accurate.
Li Ning has been committed to its target market of young people aged between 14 to 28 years old, student-oriented, medium-sized cities, like sports, advocating trendy and cosmopolitan population trends. But according to statistics really buy Li Ning Sports Goods of core consumer ages are in between 18 to 45 years, living in two cities, middle-income, not "sports of heavy consumers." So in 2010, Li Ning is the revamped its logo, and the slogan will be changed to "Make the Change" (make changes), in order to attract the attention of young people to be more direct consequences of doing so is likely to lose the original loyal customers, for customer loyalty is a damage. Nike positioned wi th all the people who love sports practice compared to a lot less, people locate loved sport will not hurt some consumers can be more sought after.
target market is different, after guiding product design, brand communication and so on, when Li Ning product design more tend to be younger, brand communication is the concept of the use of even more young people after 90, which in the invisible has hurt the feelings of the original customers, they gradually reduce the purchase and support of Li Ning, Li Ning will be a loss.
"Li Ning is Wild Regardless, Nike is the door lady", Wild aunt to become door lady, still need to improve in all aspects of their own. (Chinese shoes Network - the most authoritative and most professional Footwear News)Following the launch of the John Varvatos
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