Greater China has become one of the most dazzling of Nike, the world's six major regional markets, Greater China revenue grew 35 percent higher revenue growth than the second in emerging markets (including Africa and other places) 9 percentage points; the same period, Nike's stronghold of the North American market revenue growth of 21%, only finished third. Crazy to sell Nike shoes Nike did not for the Chinese market, specially designed products, but some of Nike's products in China, like other areas, like really sell crazy. The end of December 2011, Jordan 11th generation listed on the engraved version of the (complex deliberately classic products on sale again) limited sales of the flagship store of Nike Nanjing Road around 10:00 every day before work, but cattle and Nike diehard fans lined up in the stores early in the morning. This black and white basketball shoes, Nike official price of 1200 yuan per pair, cattle hands, priced as high as 2000 ~ 3000 yuan. In the United States, in order to buy the shoes, some Nike stores and even the outbreak of the riots, the police had used pepper spray to maintain order.
Nike products are not rare materials used, now the most expensive basketball shoes in the Nike Price Bryant seven generations of a pair is priced at 1729 yuan, using a synthetic leather and not leather; contrast, Li Ning, the most expensive pair of basketball shoes 699 yuan, or matte leather. Can the former are more easily caused a sensation and sought after. Nike's success in China may be from some of the details to find the answer, an industry source said, China's domestic sports brand in the retail store promotions may use foam as a promotional props, but Nike stores will choose a more textured metal and other materials, brand position in the minds of consumers compete with established contractors; local Chinese brands a year, rarely do promotional activities in retail stores nationwide, but Nike at least annually to do four times the retail promotional activities, in general, once every three months, if large-scale events, such as the World Cup, Olympic Games, there will be additional retail marketing interaction. In fiscal 2011, Nike used in advertising and promotion costs of $ 2.448 billion and accounted for Nike income ratio of 11.73%, Li Ning Company in 2010 similar costs a percentage of revenue 15.1% higher than the Nike 3 more than one percentage point, but Nike 2.448 billion U.S. dollars in advertising and marketing promotional costs Li Ning was the total revenue more than 1.5 times, Kobe Bryant, Michael Jordan big names natural and Nike products associated with magic Chinese consumers is difficult to to resist. If Nike products seen in less than China, a trace, Nike marketing symbols abound. Nike store, Shanghai Nanjing Road wall LED TV screen playing the latest Kobe Bryant seven generations of basketball shoes videos, Bryant incarnation as a motivational speaker, entrepreneur Richard Branson, platinum recording artist Kanye West, soccer star Landon Donovan, etc. to teach success, well known to the Chinese people, Wang Lee Hom frequently appear in the film.
As for some of the major events held by Nike in China, Liu Xiang almost every game no shortage. The scenery after the cold Nike China has taken the trouble spokesman told reporters, Nike did not introduce lower-priced products in order to expand the Chinese market, in fact, Nike's product prices virtually every aspect of the Chinese people at all levels of demand. Nike factory store in Shanghai South Railway Station, a pair of Nike Athletic Shoes priced at only 254 yuan, footwear can reach Sizhe, Nike shoes, a pair of 200 ~ 300 yuan, is not uncommon, Jordan series basketball shoes discount after locating high as 539 yuan. Nanjing West Road Shanghai flagship store selling the latest products in the Nike, both the $ 1729 per pair Bryant's seven-generation basketball shoes, Kobe about 800 yuan per pair of basketball shoes, the highest and the lowest spread of about 900 yuan, Li Ning regular-priced stores spread between the most expensive basketball shoes and the cheapest basketball shoes at around 500 yuan, if you consider the discount stores, the price of Nike products coverage levels far higher than the local sporting goods enterprises in China, down to migrant workers from the star elite, can be found in Nike's vast product line that suits your needs shoes.
Sporting goods observers Magang summary of China's sporting goods companies over the last golden years of development experience, pointed out that the most important one is every year a large number of shop, the performance of the local sporting goods company's annual double-digit growth, this The same applies to Nike's performance in the Chinese market. Nike in the Chinese market's largest dealers Belle, for example, in the first half of 2011, Belle out of the number of new stores to 349, mainly sales of Nike and Adidas shop, since the new boosting the number of store openings, in the first half of 2011, Belle sales of Nike and Adidas product revenue grew 17.4%. Significant slowdown in the pace of opening shops in other local sporting goods enterprise, the performance growth targets will be reduced to single digits, Nike shop number is still a high-speed increase, the industry estimates, the number of Nike stores in the Chinese market at least in 7000. From past performance, Nike's performance in the Chinese market much of the scenery, however, nest, without hesitation eggs will survive "in the background of the whole of China sporting goods market downturn, in the Nike headquarters separated one block distance from the place, Nanjing West Road Shanghai flagship store, Nike came off store exit message, even though the salesperson of the stores to shut shop secrecy, but the cold of China's sporting goods, even as strong as Nike, it is believed difficult to stay out of the distance, Nike is no doubt must be resolved a question mark - Sales afar when hometown, and true in this market when the hometown?
It's written by skate shoes date 2.13.2012
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