Or bright or dark, or virtual or real, Adidas and Nike fighting and duel, never stopped. They are very close in terms of price, distribution and competition strategies. Two major multinational companies to develop preferential policies, store design and profit model is basically similar, then what means they are in close combat with this rival it?
One old and one young and two monks, respectively, live in two adjacent temples in the mountains. There is a river between the two mountains. Every day, they go down the river at the same time to carry water. Over time, they have become good friends. Many years have passed, one day the old monk did not come to carry the water, the next day, he still did not come, a year later, the monk wondered: what happened to him? I have to look over.
When you see the old monk, but was surprised. Because he is chanting in the temple, it is not like no water at all. Little monk curiously asked: "You have not been carrying a year, do you have specific features?" Hear this, the old monk led him to the temple's backyard, pointing to a well and said: "In a year, every day After I finished reading the book, I exhausted this well and even though I was busy, I never gave up. Now I finally dug up the water and I no longer have to go downhill to pick up the water, and I can spend more time chanting. "
Dig a well of their own, develop their own unique strength, seeking survival during the day and development at night, yesterday's efforts are today's harvest. Nike and Adidas is such a coquettish "monk", who are also sports brand giants, also intensive in their respective fields, but now both gain in the same area are different.
Confrontation in the football world
Nike and Adidas more like a "patent race" of the two rivals.
On February 17, 2006, Nike filed a patent lawsuit against the District Court of Love in Texas, USA, accusing Adidas of using its unique SHOX suspension technology principle in the production of sports shoes . The adidas think there is no infringement, the moment of the two giants to fight "uproar." In fact, the tit-for-tat imitation of the two giants started very long ago.
More than a decade ago Nike had replaced Adriana's position as a political arena, but Nike did not change their guerrilla-like marketing strategy and Nike continued to use "sniper marketing" to hit the ball in the most eye-catching international sports event. When the boss, still use this cowboy style, which is completely unacceptable European nobility.
Among FIFA's top business associates, Adidas has dominated the football market and Nike simply can not get involved. The IOC's traditional forces also support Adidas. There are two major international sports management agencies in hand, the international sporting goods market there will be such a strange boss to fight guerrillas, the second instability of the official representative of the situation. In order to launch an assault to Adidas, Nike has Japan and the ROK World Cup invested 100 million euros. In contrast, Adidas invested 40 million euros on the pitiful. Will be staged in June in Germany World Cup, there will be six teams wearing the famous Adidas "clover" trademark appeared in the game. At the same time, Nike, the United States also signed a sponsorship contract with eight teams.
Drucker believes that most innovations, especially successful innovations, are the result of consciously and purposely looking for opportunities for innovation, and opportunities exist only in a few cases.
In the Chinese market, the competition between the two is quite fierce. For Adidas and Nike, taking the opportunity of 2008 Beijing Olympic Games as an opportunity to expand the influence of the Chinese market, especially the most influential football, it is necessary to increase investment. This competition, so Nike unexpectedly, the reason to choose the Super League. As Adidas since the 1980s and the Chinese Football Association to establish a cooperative relationship between the men and women all year round national equipment providers, so Nike in the "China team" project dwarfs the competition. For Nike, to use Chinese football to ensure and expand its position in the Chinese market, only to the league as a breakthrough.
Two years ago, Nike actually fanned the broad prospects for the Chinese football market. In 2004, they once proposed to compete "China team" equipment providers, although ultimately unsuccessful, but still let Adidas paid a huge price to keep the equipment status. Last year, Nike took advantage of Adidas can not meet some of the requirements of Super League opportunities, became one of the sponsors of the Super League. Through cooperation, Nike also promoted from the general sponsor sponsor, the position in the Chinese football market also improved significantly.
Nike: keep the leader's attitude
Nike's marketing strategy and not many unconventional, in many ways it follows the Adidas company established decades of successful examples: adhere to the technology leader, low-cost expansion, unique corporate image recognition system, the use of international competitions and big stars Advertising effect, product diversification. But it is this series of imitations Nike but later come from behind.
Nike, in 1962 by Phil? Knight first in the United States Portland, was named "Blue Ribbon Sports", the 1970s officially changed its name to Nike. Since 1980, Nike has gradually shifted from a product-oriented company to a market-oriented company. Nike pursues aggressive marketing campaigns, signs up for top athletes, creates the motto "Just do it," and positions its sneakers at innovative, high-priced, high-quality products. With its rich product range and outstanding design, 2000 accounted for more than 39% of the US sports shoes market, almost double the market share of Adidas.
As one of Nike's core competencies, marketing is not only advertising, more is what strategy to attract and retain customers. Marketing strategies used by Nike's marketing team always reflect public opinions. In the 1980s and 1990s, Nike put a lot of money into hiring successful and charismatic athletes to endorse the product. For example, Mike Jordan. Over the years, Nike has been using professional athletes like Jordan to act as spokespersons to attract male customers. Now, its spokesman has a new goal - hip-hop. Nike has designed shoes and sexy sportswear for women's enthusiasts who enjoy aerobic exercises such as hip-hop.
The shift in attitudes is helping Nike gain more from the women's sports market, where sales of women's sports products are rapidly outstripping those of men's sports. From 2000 to 2004, Nike women's and women's shoes sales accounted for 20% of total sales of Nike brand. Sales of women's sportswear increased 9% to 17.4 billion U.S. dollars while sales of men's sportswear fell 11% to 13.4 billion U.S. dollars.
Market strategy to change with the preferences of consumers. Rapid response to changes in the market, it is to maintain the core competitiveness of Nike magic weapon in the market. When temporarily can not find a new combination to learn from others. Nike does not deny learning and imitation of the German brand Adidas in the process of enterprise development. Nike to the German way of doing things big move to apply, that is perfectly justified to take a shortcut, the company has been rapid development. However, Nike did not follow the design of the product itself, the German people, Nike confident that its self-developed products designed by Germany is worth Adidas reference.
Imitation of success is not a simple blind obedience, but only the successful policies, standards and measures that can be imitated. Nike in the imitation process, established its own personality and style. With effective imitation, establish a regulatory agency that is alert to new market opportunities. Although imitation does not have to be innovative and consumes a lot of resources, is it wrong to validate imitation if it leads to its own success?
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