Detailed description of nike management positions: 1. Understand NIKE's corporate culture: "Just Do It" is inseparable. Nike doesn't just sell sneakers, it sells a lifestyle, which is the key to its success. The inspiration of this symbol, and the drive and determination behind this philosophy, are relevant to everyone, whether you are an athlete or not. Nike uses an inspirational language to inspire consumers. No matter who you are, what the color of your hair or skin is, or what physical or social limitations you encounter, Nike convinces consumers that you can do it. It tells people to buck up, grab the wheel of life, and take action. Behind the slogan "Just do it" is a very American ideology; however, with the progress of globalization, what was originally an American ideology has turned into a desire shared by the world. , eager to have a fair playing field that allows people to compete not only in sports, but in every aspect of life. This can be traced back to the pioneer spirit of early America and their desire for success. Nike is undoubtedly marketing the great American dream to the world and promoting its work ethic; Nike tells its consumers that if you are determined and work hard, you will surpass others and conquer everything. By tapping into people's eagerness to succeed, Nike also created a personality and attitude of its own. Through the clever use of a very simple advertising punch line, it successfully integrated an attitude towards life into the products it sold. The communication campaign established Nike's new sports fashion image, using sports stars such as Andre Agassi, Bo Jackson and Michael Jordan in advertisements. In 1988, in response to the huge consumer base, Nike transformed the British competitive spirit into an easy-to-remember advertising slogan-just do it. It also successfully occupied the market by expressing the lifestyle advocated by the new generation, and its sales soared. . This logo became a fashionable symbol and became popular all over the world. 2. Familiar with the history of NIKE: ●In 1972, NIKE company was officially established. Its predecessor was Blue Ribbon Sports, a company invested by current NIKE president Phil Knight and coach Bill Bowerman.
●In 1973, Perry Fountain, the American record breaker from 2,000 to 10,000 meters, became the first track and field athlete to wear NIKE sneakers.
●In 1978, NIKE International Corporation was formally established. NIKE shoes began to enter overseas markets such as Canada, Australia, Europe and South America.
●1979. The first Thaiwind running shoe using NIKE's patented air cushion technology was born. The first NIKE clothing production line was launched.
●In 1980, NIKE entered China and established the first NIKE production liaison office in Beijing. After that, NIKE adhered to the concept of "Local for Local" (where it is, where it is for), not only introduced advanced technology into China, but also devoted itself to the cultivation of local talents, production technology, and sales concepts, taking what is local and using it locally, Rapid progress has been made in China.
●In 1996, NIKE (Suzhou) Sporting Goods Co., Ltd., a wholly-owned subsidiary, was officially established in China. It is headquartered in Shanghai and has branches in Beijing and Guangzhou (Hong Kong also established a subsidiary in January 2002). In March, it was merged into China as a branch).
●In May 2002, NIKE began to hold the NIKE Scorpion 3-on-3 football match nationwide. Hundreds of youth teams competed in Guangzhou, Shanghai, and Beijing for the 14th, 16th, and 18th level respectively. Medals at three levels. This is another great move made by NIKE for the development of youth sports in China.
●In July 2002, NIKE specially invited NBA superstar Vince Carter, known as "Dr. Funk", to come to Beijing. The purpose of Carter's trip was to support China's youth basketball career. Play guest culture.
●In August 2002, Nike will sponsor a group of "street basketball teenagers" who represent the American free basketball culture to come to China to compete with their Chinese peers.
●In July 2002, NIKE specially invited NBA superstar Vince Carter, known as "Dr. Funker", to come to Beijing. The purpose of Carter's trip was to support the development of China's youth basketball career and Donated backboards to the Chinese Basketball Association on behalf of Nike. In August 2002, Nike will sponsor a group of "street basketball teenagers" who represent the American free basketball culture to come to China to compete with their Chinese peers.
In China, NIKE not only supports the development of Chinese football, but also pays attention to the development of young people. It has launched the "My Dream" large-scale youth sports series, the first Chinese 3-on-3 basketball game, and NIKE high school men's basketball. League, NIKE Youth Football Super Cup, 4-on-4 Youth Football Open and other activities. Nike's advertising that focuses on communication effects has made the Nike brand deeply loved by the audience and grown rapidly. Nike's early advertising work mainly focused on promoting the technical advantages of the product, because at that time the brand was positioned in the official competitive sports player market. Of course, some casual runners and people who do physical exercises also buy Nike shoes, not only because they are comfortable to wear, but also because of Nike’s propaganda: Whoever owns Nike knows sports! This has a certain impact on consumers. However, Nike advertising during this period cannot be called communication in the true sense. Nike's communication advertising was produced during its "advertising reform."
In the 1980s, Nike products began to enter the homes of ordinary people (especially teenagers) from track and field fields and stadiums. Nike must try its best to expand the appeal of Nike advertising without losing the traditional market of formal sports. To this end, Nike must become an integral part of youth culture and a status symbol like the Levi brand (the leading brand of jeans). Fighting in two completely different markets, Nike faced the difficult question of how to achieve a balance and consistency between adapting to popular consciousness and promoting sports achievements. Nike began to rethink its advertising strategy.
A 1986 advertisement to promote Nike's inflatable insoles was a real breakthrough. In the commercial, Nike adopted a brand-new idea. Instead of using the usual method of blindly promoting the technical performance and advantages of the product, it The famous song "Revolution" was performed by the famous Beatles, who represented and symbolized hippies. In the rebellious rhythm and melody, a group of Americans wearing Nike products were engaging in fitness exercises... This advertisement accurately Catering to the changing winds and new trends of the new fitness movement, it feels refreshing. Nike has always used magazines as its main advertising media to deliver product information to competitive athletes. However, since then, television advertising has become Nike's main "spokesperson". This move has made Nike advertising more adaptable to the new trends in its product market. develop.
Nike's advertising reform is very successful, first reflected in the rapid growth of the company's market share: surpassing Reebok to become the new overlord of the US sports shoe market. Nike's long-term rival Reebok also had to emphasize communication style rather than just product functions like Nike. At the same time, Reebok switched to Chiat Day as its advertising agency, which had been Nike's advertising agency for a while in the mid-1980s. agents in an attempt to regain their former glory. However, the style and advantages of Nike's products have occupied an unshakable position in consumers' minds.
The advertising reform won it the market and consumers, but more importantly, during the reform, Nike gradually mastered the art of advertising communication and formed its own unique advertising ideas and strategies - it must be committed to communication , rather than a sales appeal. This strategy is fundamentally different from the advertising strategies of most American companies, but it is this unique strategy and approach that makes Nike continue to succeed and grow rapidly in market promotion.
Nike’s primary breakthrough in expanding the market is the youth market. Consumers in this market have some unique characteristics: love sports, revere heroes, have a strong sense of star chasing, and hope to be taken seriously. Active thinking, rich imagination and full of dreams. In response to this characteristic of teenage consumers, Nike has successively signed contracts with some famous and beloved sports stars, such as Jordan, Barkley, Agassi, Cantona, etc., and they have become the dazzling communication "protagonists" in Nike commercials. . In the commercial "Who Killed Rabbit Jordan", Michael. Jordan (Air Jordan) and another beloved cartoon character Bugs Benny (Rabbit Jordan) appeared in the film.
The shot at the beginning of the commercial shows Benny sleeping soundly in a hole in the ground. Suddenly there is a strong vibration on the ground, which wakes Benny up. When he climbs out of the hole, he sees four guys playing basketball. Benny complains. After a few days, he was attacked by those people. They threw Benny around in the air like a ball. Benny shouted: "This is my enemy!" At this time, Air Jordan appeared and came over. Helping his cartoon friend Rabbit Jordan, a basketball battle begins immediately... In this TV commercial, there is almost no "figure" of Nike products. It does not promote the product or state the "selling points" like other advertisements. It just uses feelings. The eye-catching Air Jordan and Rabbit performed a game or a story this year. In addition, in the 1990s, Nike also specially designed and promoted a computer game in which participants could play basketball with King Jordan. Nike has grasped the characteristics of teenagers who hate preaching and have an increased sense of independence, and fully utilized and catered to their imagination and self-awareness. From "Jordan" to "me who loves sports", from "Jordan wearing Nike shoes" to association To "me wearing Nike shoes"... In a series of consumers' self-imagination and comparison, the communication between Nike and its target market is naturally formed, and the image of Nike's brand is deeply rooted in the hearts of customers in a subtle way.
Chris Riley, the planning director of Nike advertising agency W&K, commented after comparing the advertisements of Nike and Reebok: "You show the advertisements of Nike and Reebok to 14-15-year-old children. , they will definitely say: 'Reebok is trying to hit me again, they are using sports and health to sell advertising'; but the way they talk about Nike advertising is completely different: 'Look, the Nike guys are doing it again. What a waste of money! I really don't understand how they manage their advertising budget. 'It means they understand that Nike could have used traditional marketing-oriented advertising methods. There is no doubt that Nike has a series of advertising targeted at the youth market. The advertisement has achieved its purpose and has been recognized by young consumers, who are the most authoritative referees in this market battle.
Many people think that Nike's advertising communication technique is a combination of "star offensive". Distinctive advertising images and plots, but this is not the case. It is not the form of communication but the content that plays a fundamental role. It is the heart-to-heart dialogue with consumers in advertising! The communication of Nike advertising also gains power. When Nike targets the consumer group of sports enthusiasts, its communication content is designed to convey this message to the audio-visual public: Nike is an "expert" in the sports world like you. Everyone knows everything that happens in the sports world. Therefore, the Nike commercials show a real and objective sports world. In the series of humorous advertisements "Bao Knows" with baseball star Paul Jordan as the protagonist, it is funny and funny. The laughing Paul Jordan attracted the attention of a large number of young viewers. Later, Paul Jordan injured his hip and was unable to compete and had to bid farewell to the sports world. Paul Jordan lost its advertising value. Generally speaking, the termination of the contract is the American business society. It was a natural move. Nike did not do this and continued to cooperate with him in advertising. This move had a strong resonance with young consumers: Nike will not abandon an unfortunate hero of the past.
< p> Another example is that Nike hired the "notorious" Barkley to shoot advertisements. Barkley was nicknamed "The Boxer" in the basketball world. He was fierce and had a hot temper. Nike did not hide these. It created a TV commercial in which the protagonist is the ferocious Barkley, who defeats his opponents in the game and smashes the rebounds... Sports fans who see this film will have the same feeling: it is Barkley and he is like this. So Nike and consumption. There is good communication between consumers, and this communication is strengthened again and again and continues to resonate with consumers, so that eventually Nike and its brand become customers' loyal "partners" and "confidants", and even They are one and the same, and it is reasonable for Nike to rise rapidly and take the lead.Nike's advertising in the female market is even more ingenious and charming. It entered the women's market later than Reebok, partly because Nike believed that the advertising theme of its air cushion technology revolution was aimed at men. If it were to attract women at that time, it would inevitably damage the growth momentum of the men's shoe market. At that time, Nike management promptly corrected some promotional activities in California. The company believed that the activities exceeded the company's original intentions.
Company managers did not want to jeopardize their reputation as a technologically advanced, pioneering sporting goods company by becoming a feminine fashion company.
When Nike established a firm foothold in the youth market and the male market, it turned to focus on attacking the female market. Janet and Charlotte, the planners of the advertising creative plan, use the method of self-assessment to understand women's inner world, using "dialogue" between women as the main means of communication. The advertising work uses black and white images with strong contrast. What stands out on the background are the intertwined words "no". The advertising text is affectionate and meaningful. The tone is soft but full of touching care and hope:
Throughout your life, there will always be people who think you can’t do this or that. Throughout your life, there are people who always say that you are not good enough, strong enough, or talented enough. They also say that you cannot make a difference because you are not tall enough, weight is not good enough, and your physique is not good enough. They always say you can't do it, and thousands of times throughout your life they will quickly and firmly say you can't do it until you prove it yourself.
The advertisement was published in a lifestyle magazine popular with women. The advertising text is not like the sales appeal of a sporting goods dealer, but more like a female inner confession. The advertisement reflects the true characteristics of Nike advertising: communication, not stimulation. This advertisement was a huge success. After the advertisement was published, the phone in the company's switchboard room kept ringing. Many female customers called and said: "The Nike advertisement changed my life..." and "I will only buy Nike from now on. Because you understand me." These results are also reflected in sales performance, with Nike's sales growth rate in the women's market outpacing its men's market. In the late 1980s, Nike's situation in the women's market was far inferior to that of Reebok, and a fundamental change occurred. Research shows that the mention rate and reputation of the Nike brand in this market have exceeded that of Reebok.
In just 20 to 30 years, Nike has grown from a humble small shoe company to an industry leader. From little known to today, it is famous all over the world (its popularity in the United States is almost 100 %), Nike’s marketing communication has made great contributions. 3. Education: MBA management, 10 years of fruitful resume! 4. Must be proficient in English and French in at least 4 foreign languages ??overnight.
Detailed description of adidas management positions: 1. Understand the corporate culture of ADIDAS: In the world of sporting goods, adidas has always represented a special status symbol, which some people call the "three lines of victory." Since its founding in 1948, adidas has helped countless athletes achieve great results and achieved many great achievements. Therefore, adidas can also be said to be the best example of trust and respect from everyone.
Adidas founder Adi Dassler is not only a highly skilled shoemaker, but also an athlete who loves sports. His dream is to "design and produce the best shoes for athletes." Proper sneakers". Under this concept, Adi Dassler designed the first pair of sports shoes in 1920. Due to his continuous research and development, the sports shoes he designed were loved by many top athletes. They not only shined in the Olympic Games, but also Since then, he has established a reputation as a gold medal player on the sports field. With recognition from all walks of life, Adi Dassler founded the adidas brand in 1948, and incorporated his discovery from his years of shoemaking experience into the design of new shoes by using three lines on the side of the shoe to make sports shoes more suitable for athletes' feet. So the adidas brand's first pair of sports shoes with three lines were presented to the world in 1949. Since then, people have continued to see the victory scenes created by the "three lines of victory" on the sports field.
Especially in world football, the support adidas receives is unmatched by any sports goods manufacturer. Especially after adidas released its first pair of spikes, it was even more supported and loved by top football players. In the 1974 World Cup football match held in West Germany, more than 80% of the players on the field chose adidas football shoes. We can know the power of adidas in world football at that time. In the 1998 World Cup in France, the French team relied on the superior performance of adidas football shoes to exert super-level strength and beat the crowd to win the championship. French football star Zidane even won the 1998 World Footballer title. Proving once again that the authoritative guarantee of adidas' "Three Lines of Victory" continues to this day.
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Familiar adidas history: 1920: Mr. Adi Dassler created the first pair of training sneakers.
1948: The adidas brand was officially registered.
1949: The three stripes logo was introduced.
1970: "Telstar" became the first designated ball for the World Cup.
1972: The clover logo came out.
1979: The world's best-selling football shoes "Copa Mundial" are launched
1985: "Aps" shock-absorbing running shoes are launched
1988: adidas' revolutionary "Torsion" "System Appearance
1991: Launched Equipment professional sports shoe series and new series of sportswear.
1993: Adidas invented "TubularTechnology"
1994: Launched the revolutionary new product "Predator" football shoes
1996: "FeetYouWear" sports shoes were launched< /p>
1997: Announced the merger with Serramon, which is world-famous for selling ski and golf equipment.
2000: Shouted the slogan "impossible is nothing" and successfully created a new popular topic
2002: Launched the "a3" series of basketball shoes and running shoes.
2004: Launched "adidas 1" computer chip smart running shoes
2005: Merged with sports manufacturer Reebok.
2006: Launched "adidas 1.1" upgraded version of computer chip smart running shoes and basketball shoes. The Beijing Olympic Organizing Committee announced here on January 24, 2005 that Adidas (Suzhou) Co., Ltd. and Adidas-Solomon Group have become partners of the Beijing 2008 Olympic Games. Wang Wei, executive vice chairman of the Beijing Olympic Organizing Committee, said at the signing ceremony that as a partner of the Beijing 2008 Olympic Games, Adidas will provide sports equipment for all staff and technical officials of the Beijing 2008 Olympic Games and the Beijing 2008 Paralympic Games. Adidas has also become the sports apparel partner of the Chinese Olympic Committee. All Chinese sports delegations participating in the Turin 2006 Winter Olympics and the Beijing 2008 Olympic Games will wear Adidas sports apparel. Ms. Sandrine, President of Adidas Greater China, said: “Since founder Adi Dassler made the first pair of spikes for Olympic athletes in 1928, Adidas has always spared no effort to support the Olympics and help athletes create great results with continuously innovative products. At the Athens Olympics that ended last year, Adidas provided approximately 1.4 million pieces of equipment to organizing committee staff, volunteers, and athletes from various countries. Adidas encouraged and wished Chinese Olympic athletes to win more gold medals at the 2008 Olympic Games held in their home country. And will provide first-class advanced equipment for this purpose.”3. Education: MBA management, 15 years of fruitful resume! 4. Must be proficient in at least 6 foreign languages ??overnight: English, French, Italian.
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Detailed description of puma management positions: 1. Understand PUMA's corporate culture: PUMA stands for cool, rebellion and trend. However, some brand experts believe that PUMA's approach of claiming to be a trend-setting lifestyle is a risk. Because every trend can only exist temporarily, when PUMA's products can no longer keep up with the changes in the trend, its turnover and profits will drop significantly. 2.
Familiar with the history of Puma. In 1924, elder brother Rudolf Dassler (1898-1974) and younger brother Adolf Dassler (1900-1978) established the "Dassler Brothers" shoe factory.
The first pair of football shoes was originally designed in the bathroom at home, and was made with inspiration from small wooden nails and was patented.
In 1935, the shoe factory was born and mass production began. Conflicts began to arise between the single brothers.< /p>
In 1936, American male track and field athlete Jesse Owens (1913-1980) wore Dassler and ran at the Berlin Olympics, winning 7 gold medals and 5 bronze medals, breaking 2 world records and 3 Olympic record.
In 1948, conflicts between the brothers intensified and they separated. Rudolf Dassler founded PUMA.
PUMA company was officially established, and the first pair of football shoes was born, PUMA ATOM
In 1952, PUMA became famous in the five major states and attracted the attention of the world
In 1958, at the World Cup in Sweden, Brazil and Sweden wore PUMA football boots to compete for the championship. The "track" design of the upper was launched
In 1962, the Brazilian team not only won the championship again with Chile, but also the world champion Pele won the best player in the World Cup, also wearing PUMA sneakers
In 1967, the PUMA NO.1 trademark was officially born, which was created by the famous German cartoonist Puma designed by LUTZ BACKES
1968 "LOMA1968" -- PUMA sponsored the Italian team to win the European Cup in Rome.
At the same time, the brothers were incompatible and went against each other. There is even a gap between people who wear clothes from the two brands
In 1970, Pele, the football champion in Mexico City, won the third title for Brazil and was directly eliminated! This time he was wearing PUMA KING
Delivered in Dutch football in 1974 - Cruyff wore PUMA boots and led his team to second place in the World Cup in Germany and won the title of best player.
Worn by Maradona in 1982 PUMA boots made their debut at the World Cup.
Amin Dassler invented the "PUMA DUOFILEX" outsole.
In 1984 Navratilova wore PUMA sports equipment Winning the fifth of nine Wimbledon titles in his career.
In 1986, Maradona used his famous "Hand of God" to help the team win the World Cup.
< p>In the same year, PUMA was transformed into a joint stock companyIn 1993, 30-year-old Jochen Zeitz, a former American football player, was appointed president and chairman of the board of directors of PUMA. This took a solid step forward in the long-term development plan.
In 1998, PUMA entered Hollywood and invested in the movies "City of Angels", "Shaolin Football", "Daredevil", "Mr. and Mrs. Smith", "Scream", "Apple Pie 2"...
In the same year, we signed a contract with the famous German fashion designer Jil Sander, the first sports brand integrating fashion and sports.
In the same year, we sponsored Serena Williams and became the official sponsor of sweatshirts. .
The first concept store was in California in 1999, followed by London, Rome, Tokyo, Boston, Frankfurt, Melbourne, Beijing World Trade Center, and Sanlitun
In 2000, we signed a contract with Super Supermodel CHRISTY TRULINGTON endorsed the brand NUALA yoga product Nuala (Yunxiang).
In the same year, the African Lion Cameroon wore PUMA's newly improved sleeveless T-shirt to appear at the Africa Cup of Nations.
In the same year, it was official Official sponsorship and Formula racing field, Ferrari, BMW Toro Rosso 1 and Toro Rosso 2
In 2001, PUMA signed a contract with the famous Japanese designer Yasuhiro Mihara to globally sell his fashionable and alternative designs, the MY series featuring "sneakers".< /p>
In 2005, we signed contracts with Schumacher and Felipe Massa and provided daily clothing for the whole family.
Designed Italian team uniforms with fashion master Neil Barrett, and PUMA became the official sponsor of the Italian national football team.< /p>
2006 PUMA sponsorship
The Italian football team won the championship in the World Cup in Germany. During the World Cup in Germany, PUMA sponsored 12 teams and provided competition uniforms.
(AD sponsored 8 teams and NK sponsored 6 teams)< /p>
In the same year, PUMA launched the GOLF (golf) series.
In 2007, PPR Group became the largest shareholder of PUMA. (PR sales entity <
At the same time, it signed a contract with designer MQUEEN (as Givenchy), represented by
In 2008, PUMA entered the sailing regatta VOLVO, 12 stops around the world, the last stop It is Qingdao, China.3. Education: MBA management, 5 years of fruitful resume! 4. Proficient in at least 3 foreign languages ??and must be proficient in English.