& Nbsp; & nbsp; & nbsp; from June 17th of 21:42 assigned to the 20th of 17:15, 67 hours and 33 minutes. During this time, accurate to the minute, Jordan whirlwind swept the Chinese mainland. Jordan came to China, for what? What to do? Finally, after the whirlwind, he left?
2004 the evening of May 17, 2110, an $ 50 million worth of luxury private aircraft "Gulfstream 5" rest on the airport floor charter, "trapeze" Michael? Jordan arrived at the "2004 Asian Tour Jordan "The first stop - Beijing, after which he will also visit Hong Kong, Chinese Taipei and Tokyo, Japan. The emergence of a sports star the Chinese public and the media is full of excitement.
The American legendary NBA superstar traveled to China, to Beijing, the purpose is to promote Nike's own name of "Air & nbsp; Jordan" brand.
However, due to set off a frenzy of sensation, so the purpose of purely commercial behavior gradually turned into a public event, television, newspapers, radio, the major media have joined the network, the express purpose of Jordan and China seems all be diluted, a "Jordan and China line is lost or earn" discussions which started, directed at Jordan behind Nike.
Jordan came, for what? & Nbsp;
Please move Nike Jordan worth $ 300 million, much more than to take advantage of Jordan's super-popular promotion of Nike's "Jordan" brand.
compete with international competitors siege & nbsp;
from the United States market and the international market point of view, as the world's sporting goods market leader Nike in recent years, the performance is not satisfactory. From 1998 to 2003 downturn, Nike, Adidas and Reebok took the opportunity to seize the market, Nike pressi cheap jordan shoes for men ng harder and harder. On the basketball program, Nike's Michael Jordan retired after been missing superstar, Yao Ming's original cast and turn Reebok, in the race to compete in the Chinese market, Nike has less ?? powerful pawn to wrestle with other international brands. On the football sport, Adidas is the European Cup sponsor, also sponsors China Team, and the European Cup and the Asian Cup is this year's hottest football tournament, but also the best marketing opportunity, Adidas both grab the limelight and accounting the initiative.
pressing harder and harder in the face of competitors to maintain its dominant position in the world of sports industry in the Kingdom, in addition to expanding the Nike market, it must have a voice in public opinion, and this voice must have sufficient weight in order to compete with the European Cup, the Asian Cup, and Yao Ming to compete. So please Nike Jordan to run is one of the most powerful voices.
suppress domestic brands offensive & nbsp;
In the Chinese market, Chinese domestic brands is growing very rapidly, some traditional brands such as Li Ning has a very good brand recognition and loyalty, some of the rising star such as Anta, Fujian "Jordan" and deerhui local brands because strong price Advantage has a strong market penetration, these Nike feel the pressure. Of course, the brand Li Ning, Nike is the biggest threat to Chinese local brands, it has also been seen as a real rival Nike in China. Although Li Ning current level of development compared to the scale and there is a great gap with Nike, but if Lining Cheng to sponsor the 2008 Olympic Games, Li Ning products and brands that will enhance the next level Cheap air jordans for sale , and a wealth of marketing activities through the Olympic Games to further expand its market share, the shift, competition will become more intense.
aggressive Olympic marketing & nbsp;
After worked for seven years in the Li Ning Sports Goods Group, the incumbent deputy director of ZenithOptimedia sports matters Zhang said, "Jordan China" can be seen as one of the steps of the Nike marketing strategy the whole year, followed by Jordan Nike "celebrity training hall" program started. Nike showed a series of actions to participate in the 2008 Olympic Games sponsor the ranks of eagerness, special circumstances in China, Nike's biggest rival is China's domestic brand Li Ning. Nike Pan Jianhua, director of marketing once said: We hope that Li Ning fair competition, and even to participate in the Beijing 2008 Olympic Games. Nike believes them to participate in the Beijing 2008 Olympic Games to go, it is the best opportunity and the best way to consolidate their strengths at the same time widening the competitive gap. Because this year is Olympic year, so make their voices heard during this critical period, it is very necessary.
Zhang said, at this stage, Nike requires some public relations move, such as Jordan and the State Sports General Administration's visit and meeting with Yuan Weimin, director of the Chinese Athletics Administrative Center attended the Nike Luo Chaoyi celebrity training hall "Chinese acceleration" activities. In addition, Nike celebrity training hall this year, "China accelerated" slogan, Nike's tradition is rarely used this concept, because Nike is preached individualistic heroism of American culture. It also reflects on the other hand in order to win the 2008 Olympic Games, Nike sponsors seats, positive adjustments made on the strategy and tactics.
Jordan came, did what?
Jordan Brand's strong pull on & nbsp;
Coming to China starting from the date of Jordan, 800 Flying people in China limited edition Nike Jordan basketball shoes nineteenth generation start selling, then it was basketball fans snapped up, and some even hired hundreds of workers in Beijing's major sale point lining up to buy. It is reported that, until May 23, less than a week, trapeze RMB 1,480 yuan per pair of Jordan basketball shoes nineteenth generation has been basically sold out. At the same time, "Jordan China" Nike Other product promotion also received good results.
As a global influence has superstar, although Jordan has retired, but his charisma and charm of the business has never been less.
various news and feature stories about the Jordan to occupy an important forum and time various types of media. Xinhua News Agency senior sports reporter, CCTV broadcast NBA basketball consultant Xu Jicheng that, from the perspective of the news media, the dissemination of "Jordan China" has done the ultimate, which is mainly due to the influence of NBA after ten years of Chinese audiences Jordan basketball awareness of the high, Nike also took advantage of this to achieve the purpose of a strong brand communication.
from China travel to Jordan Nike arrangement of view, there are four public appearances Jordan, every public appearances have strong commercial means, but still let the major media topic for Jordan whereabouts and Jordan way, for Jordan The purpose of the show business also does not shy away, "Air & nbs cheap foamposites p; Jordan" brand high media exposure. "Air & nbsp; Jordan" brand has been well spread, which is rare in the past, other business promotion activities. In this regard, the marketing consultant Sun Road, Hong believes that "the sports star embedded in the product brand name, making a closer relationship between the two, will greatly promote the brand promotion. Relatively speaking, it is more clever than the average star endorsements and Clever? "the person in charge of Nike Jordan Brand series of Larry Miller admits:" Jordan to China, to Beijing, people will continue to talk about him, this is the best of the Jordan brand promotion and publicity. "
media and brand harmony, all this had to be attributed to Jordan's legendary charm and "Air & nbsp; Jordan" Big Idea brand of charm coexist, and this big idea behind the manipulator, it is Nike.
Nike strategic policies to promote the & nbsp;
a star marketing campaign to attract the attention of the Chinese public and fully mobilize the media attention, talk uproar caused in the attention economy era, it is a successful operation of the market. Jordan arrived the next day after, there is no public appearances, China's NBA hero Yao Ming has returned home, but the public did not have the attention away from Michael Jordan. From the point of view of marketing propaganda, Nike has chosen the right time, but also on a beautiful counterattack competitors in an important time and space, Nike issued a weighty sound.
From the public relations strategy point of view, the use of Jordan's Nike visibility successful implementation of marketing, public relations, followed by and from "Tian Tan Forrest Gump" Michael? Johnso Cheap air jordan 12 ovo n began, Nike launched a "celebrity training hall plan." Xinhua News Agency Sports reporter Xu Jicheng think, Nike China projects are chosen sport at the Olympics in the future China may medal of the project, which is to convey to the public the idea of ??the success of Chinese athletes at the Olympics and Nike are inseparable, also use the Nike itself has a wealth of resources, indicate Nike for the Beijing 2008 Olympic Games sponsor's position and attitude. So far, Nike's successful operation, "Jordan China" has made several birds with one stone victories.
Jordan is gone, what is left? & Nbsp;
close to Jordan to show the charm is not an easy thing to do in China, after all, invite a superstar figures for commercial publicity, there is no certain components and capabilities of enterprises can not be done. Even the most prominent companies in the Nike "Jordan China" the implementation of the operation did not get the best results, Rush also appeared flawed. With the increasingly close integration with the world, and China's sports industry continues to develop, the future star of marketing and sports marketing programs will be more and more, this "Jordan China" lessons worth operating among us to draw .
ill planning, operations rush & nbsp;
"Jordan and China Bank," the news event itself has had the "sensation" and "entertainment factor." Strong public and the media itself has power, so Nike does not take a great effort to plan will be able to attract enough attention. However, from the spectator's point of view, we can see that careful planning and execution of this event is not enough.
Zhang believes that the first from the publicity, promotion, pr cheap jordans for sale mens eparation and implementation of various aspects of the effect of other point of view, "Jordan China" still gives a total rush feeling. Suddenly there is news that Michael Jordan to come to China, came after the news media are struggling to dogged, this propaganda technique feels a bit self-defeating. Secondly, Jordan first came to China, his influence in basketball and sports enough to support this activity, to become a classic of the large public relations events. For example, can be carried out together with the joint marketing and some other brands are not competitors. But now it seems in addition to Jordan endorsement of Chrysler, purely focused on Jordan brand promotion. Thirdly, such a huge market for China, Jordan's trip seems too short. According to statistics, China's basketball fans have been as much as three hundred million, in addition to a lot of sporting goods all showed an upward trend in high, medium and low-priced basketball shoes are subject to the consumers. Faced with such a big market, and if the event marketing to do bigger and full, and for the Nike brand and expand market share is very favorable.
May 19 Dongdan miss event, again reflecting the lack of a star when the operation of enterprises in the project management of marketing activities exist. In 2001, Bryant missed appointments China Millennium Monument, causing thousands of fans discontent and unrest, something ?????? also citing security concerns to explain and apologize to the outside world. However, this still did not learn the lessons of Nike Kobe year event, to place too feelings of the fans enthusiasm underestimated activities unpredictability lack of sufficient attention cheap jordans for sale and the corresponding contingency plans, activities and was forced to terminate no more follow-up after the abolition of remedial measures.
information asymmetry marketing communications & nbsp;
In China, Jordan got the fans worship pilgrimage, Nike also reached the sensational effect they want, but ultimately failed to see the idol fans, the media did not get more news footage, fans and the public began He complained that the media guidance of public opinion has changed quietly. May 23, Jordan appeared only two minutes in front of the fans in Taiwan, leading to protests and boycott of Nike products Taiwanese fans, and lead Taiwan judicial intervention. This series of events triggered by a comment in newspaper popular network, directed Nike.
Just when these adverse remarks spread, Nike did not fully informed of the work, but also the lack of an active and effective public relations activities, negative public opinion continue to affect the public. Although Nike this is also considered aggressive marketing rich features, is a manifestation of personality Nike marketing strategy, also it suggested that negative reports for real "basketball fans", "trapeze fan" has no effect, Nike instead so get extra propaganda. However, in marketing, publicity, if the lack of good communication beforehand afterwards, causing the organizers, the public, information asymmetry tripartite state media, marketing ideas to convey positive effect will be discounted.
Beijing Broadcasting Institute of Advertising Department, Associate Professor Qian Zhong to express their views on this. He believes that Nike's marketing activities to inform the public of the work done is not su Retro jordans for sale fficient. And public communication in many cases through the media to achieve, because the mass media shape popular culture, but also led the popular culture. China's special stage propagation environment requires enterprises to be more benign and media communication.
Unfortunately channel strategy & nbsp;
belong to Nike's Jordan brand of high-end brands, in addition to Air Jordan shoes, including high-end sportswear and casual wear. However, the Nike using "Jordan Marketing" in "Air & nbsp; Jordan" when brand promotion, just launched a nineteenth-generation Air Jordan shoes, the other "Air & nbsp; Jordan" series of products are not listed on the Chinese mainland market. Nike China company said "Air & nbsp; Jordan" brand products in China and consumers to meet the time can not be determined. While this may be reflected in the Nike usual marketing practices, manufacturing consumer expectations, increase the added value of products. However, in the Chinese consumer market, publicity, advertising campaign and a herd mentality will largely influence and change consumer behavior. In Jordan to promote "Air & nbsp; Jordan" brand, while it can not cope with product sales, up brand awareness, which can only be said to be a pity to waste the opportunity to brand the best return on investment.
Jordan and China has passed the line, but Jordan brought us the topic is still not over. 2004 European Cup in full swing on June 12 kicked off the day "Yao Park" opened in Shanghai. Adidas recently even bigger in the European Cup broadcast in ad spending, Reebok's new ad "Yao select Reebok" Beijing TV sports channel also start running. Several major international sporting go Retro jordans for sale ods giant to compete for the Chinese sports market war spread.
China's sporting goods market has great market prospects, whether Nike, Adidas, Reebok or Li Ning, naturally salivating for this big cake, no one wants to gain more market share. However, the market competition is brutal, there are those out there victor. Nike "Jordan China" commercial show performance was impressive, Nike shine, not only flashed his voice, but also sounded the clarion counterattack the opponent, it is very score.
Jordan's commercial value & nbsp;
For Jordan, the 2004 is an aspect of his court and the first 20 years of shopping malls. In 20 years time, Jordan has become the world's most successful professional sports stars and commercial sports stars. In 1998, the US "Fortune" magazine published an article entitled "Jordan effect" that after 1984 from entering the NBA, Jordan, a man-made development of the global economy contributed $ 10 billion in 2003, 5 years after the author of the text that figure was revised to $ 13 billion.
Nike them only from profit on sales of clothing and shoes Jordan reached $ 2.6 billion. "Jordan makes sports products sell well, his influence in this area 100 miles ahead of the other stars." "Sports Market Quest" and author of the cartel said. In fact, the effect is far more than Jordan in the field of sports. HANES underwear, McDonald's, Coca-Cola, Chevrolet car, Gatorade ...... without exception, these brands have become Jordan this "gold standard" of beneficiaries. Analysts predict the market:. "The next 50 years, even 50 years behind Jordan, Jordan will remain commercial carrier" & nbsp;
Related links: Fujian "Jordan" & n cheap jordans online bsp;
"Jordan" brand is the Fujian Jinjiang, Fujian Jordan Sports Goods Co., Ltd. registered in the Chinese brand, the brand's products not only in major cities across the country to lay a good sales channels and through sponsorship, advertising and other marketing tactics started brand operations. As sponsored by the Chinese State Education Commission, General Administration of Sports advocated in major cities in China launched a "small school basketball board" engineering; has the title sponsor of the 2001, 2002, 2003 CBA Chinese Basketball "Jordan Cup" League B, China became the 2002 CBA All-Star Basketball League A Saiqiao Dan Star team title sponsor and so on. By brand management, "Jordan" brand now has a considerable reputation. Its production of "Jordan" basketball shoes has become the Chinese Basketball Association CBA designated special products, "Jordan" tennis shoes also became the Chinese Tennis Association CTA designated special products. Although this "Jordan" non Biqiao Dan, but it by the United States, "Air" Jordan's influence in China's rapid development. From 2001 to 2003, the brand products won consecutive national key large-scale retail stores selling products honorary title of the State Department of Commerce Information Center issued. Reporters on the matter had to understand perceptions and attitudes of Chinese companies Nike, the brand, Nike public relations staff to avoid the response. Therefore, experts commented that the "Jordan China" to "Air & nbsp; & nbsp; Jordan" strong brand advocacy role but strengthened the impression that the minds of many consumers Fujian "Jordan" brand.
Experts: & nbsp;
Nike and Jordan markets resonance & nbsp;
With Nike "Air Jordan shoes" of power, became the world's sporting goods market leader, and Jordan also became the first person to have a personal sports brand. This is a manifestation of the principle of positive resonance, synchronization is a market Nike brand resonance with the Jordan brand, Nike, which is an outstanding invention of the brand strategy. & Nbsp;
& nbsp;Famous flower artist Thierry day before Boutemy by the Opening Ceremony are invited to join the skateboard brand Vans has brought a new joint series. The selection of Chukka and Slip-On series of classic Vans's profile as to design, in addition to the production of shoes and white collocation signature using high quality canvas vulcanized rubber soled, will also print very Thierry Boutemy style symbol into upper, colorful colors to create vitality through collision striking sense. At present, the series of shoes has been through the Opening Ceremony official website to buy love, friends can look at.
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Anta Olympic advertising using the Queen's band "we will rock you" as the theme song.
"We, will, we, will, rock, you", "I want to fly higher, fly higher."......" "TO BE NO.1""...... In recent times, when you turn on your TV or log on to the Internet, you'll find that more and more Jinjiang brands are starting to use music to impress consumers.fans around the world to believe that the name of atmos will not feel strange. In 2000, atmos in Harajuku Street emerge, and cooperation in the early years with Nike, more make atmos surge in popularity, promoted to become Japan's top sneaker store. Last year summer atmos to explore the life style of the market, on the establishment of the new store sports lab by atmos, and the sales clerk and buyers daily affection of apparel products, with each shoe fans share unique taste of life. The past atmos has with NIKE to launch a variety of AIR MAX joint, each note's new shoes don't have the natural field. To set foot in the new season, the two sides together again, but this trip for instigated by the sports lab by atmos, launched in denim is the theme of the air max 90. Concept is selected by the wash water bleached denim as the basic, and combined with SWOOSH canvas, leather and snake as a decoration, will be a wide range of popular elements as a whole, will become the focus of this month buying shoes. The shoes have been officially on sale at the weekend. Source: MILKAlthough Nike has not officially launched LeBron 12, but we have as we continue to report a lot of LeBron various color version 12, on the Internet recently once again released a new Date color. From the previous color and introduce the Nike LeBron 12 is very similar to Instinct, the body of the shoe are mainly black color and with various bright colors to adorn the body of the shoe lining is bright and colorful.
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2014-8-18 09:17 Nike LeBron upload 12, Data, Nike, lbj12 00If you think of the Jordan Brand after the release of Carmine and the upcoming Brazil themed limited edition, Air Jordan engraved plan 6 will be the perfect ending, so you may miss a lot of classic shoes oh! 2014 Air Jordan 6 as the engraved year, wonderful will continue at the same time, at the end of the year will be staged in the finale of the drama. The red color of Air Jordan 6 Black/Infrared is Jordan in the finals against the Lakers by wearing boots, Jordan eventually won his first championship ring, wearing the shoes on the air exchange for layup basketball fans left a deep memory. It will also be in this year's black Friday officially meet with you, friends who are interested please be sure to lock the latest information in subsequent reports.
release date: November 28th
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