NBA: Starting with $20 billion, buying the Knicks

"Nike's coping strategies and solutions are no longer effective in this era. We will innovate + be down-to-earth, and strive to surpass Nike in the Chinese market at least next year!"

This is what Jiang Chao said when Lai Shixian convened the Super God high-level meeting, and it is also the goal for 2012.

The global market is too grand now, and the level of scientific research cannot keep up.

But the Chinese market can really look forward to a wave.

Lai Shixian, Ma Xun and others were excited by Jiang Chaoding's goals. Super Nike, would they have thought about this before joining Chaoshen Sports? ? ?

For these high-end talents who have been studying the sneaker industry since university, it is not bad to gain a firm foothold in the sneaker industry in the future. How many domestic brands have disappeared from the world soon after starting a business, and now Jiang Chao They are already thinking about catching up with Nike in the Chinese market! !

At the end of the last century, both Adidas and Nike entered China, not only bringing the resources and aura of global sports superstars, but also pioneering the exploration of sports fashion and other fields.

Air Jordan and other subdivided fashion brands became popular in the Chinese market.

When the Adidas NMD series was released, the global sales volume exceeded 40 pairs on the first day of release, which triggered a price increase. Many Chinese consumers would be very proud to own such a pair of sneakers.

When the Nike Kobe Black Mamba series boots were released, there were more people than shoes in the Nike flagship store!

Although our domestic sports brands have been able to compete with these international brands in the Chinese market, they are still far behind in terms of revenue and market size, and the design of shoes and clothing still cannot get rid of the background of imitation.

The high-gloss comments of these "traitors" on Nike's official Weibo also attracted the attention of the Chaoshen team, and Jiang Chao was also used as a positive teaching material to remind everyone to innovate.

"Produce products suitable for the Chinese market, implement measures that truly meet the needs of Chinese consumers, and study the Chinese market with great concentration, so that it is possible to grasp the growth window of the Chinese sportswear market, otherwise, consumer loyalty may gradually weaken. .”

Everyone, come on! "

After the national trend of super sports sports, Nike and Adi are naturally unmoved, and their designers are also Europeans and Americans, so it is impossible to understand.

But this is obviously a bit lower than the original of Chaoshen Sports. The only joint name of Chaoshen Sports is "Heizi's Basketball", and it is not a pure joint name. People even created a pair of shoes for the characters in it... The joint name is Ku The sunspot blue color scheme of the first generation and so on.

In the broader global market competition, we, Chaoshen Sports, need to reflect the strength of technology that matches the cultural heritage, so that the world can feel the real "Chinese quality".

Jiang Chao and Lai Shixian naturally also paid attention to Li Ning. Regarding domestic friends, Jiang Chao's attitude has always been that people will not offend me and I will not offend others.

Why does Jiang Chao vigorously develop Internet platforms such as Chaochao, Chaoshen Music, and Chaoshen Forum? A casual comment here may bring sales.

Take the patents that international brands are proud of as an example.Data from the World Intellectual Property Organization website shows:
Nike has a total of 14459 applications for invention patents in the new century, including 3778 invention patents with footwear as the key word;
Adidas has a total of 2534 invention patent applications worldwide, including 212 invention patents with footwear as the key word.

"But our joint name is not expensive, it is the same price as the original sneakers."

Nike and Adidas are not late in the DTC matter, but because they firmly believe in the brand effect in the international market, they have not spent a lot of effort in the private domain operation of the domestic consumer market, and the high brand attributes and high enterprise The price of their DTC has always been superficial.

For example, at the Paris Fashion Week show this year, Li Ning launched the "Li Ning x Chenglong Joint Kung Fu Series", which caused quite a stir.

However, the technical barriers that international brands have accumulated over the years cannot be broken overnight by domestic brands. Domestic products also need to work harder on the number of patent applications and the speed of innovation.

In future generations, if the opportunity is chosen correctly, it can even directly save a brand.

Jiang Chao said that around New Year's Day, store managers around the world will start to set up group buying groups and good thing sharing groups on a large scale, transforming consumers from scattered individuals into communities operated by private domains. Conduct private domain marketing distribution.

In contrast, the Celestial Dynasty chose the path of national tide elements.

Just like "Pounding Heartbeat" was hotly commented in the Super God Forum and there is still this sentence:
"I love your elegant white coconut sneakers as much as I love you."

Moreover, they like to cut corners, and it is enough to directly co-brand with the national style.

After co-branding the Forbidden City and the Dunhuang Museum, a series of products have been launched, each style has an exclusive name, such as "Thousand Lines Policy" and "Qinbian Terrace", which remind people of the Silk Road.

However, international brands seem to be stuck in traditional sports scenes, such as basketball and football.

Jiang Chao made a summary at the final stage of the Chaoshen Sports High-Level Conference:

I learned that Nike is transforming its own digital platform, including Nike App, official website and super chat applet, course training NTC WeChat applet, sneaker purchase platform SNKRS App, etc.

The good opportunity for Chaoshen Sports in addition to sneakers is that sports brands create a series of shoes and clothing styles with national trend elements, which provide Chinese people with a sense of national belonging.

It's okay to follow our steps in terms of marketing strategies, just don't backstab your own people.

"From the perspective of market trends and future space, China's sports shoes and apparel market will still be a "blue ocean" next year.

According to the financial report data of various companies, in recent years, everyone has increased R&D investment in the DTC business, but in terms of revenue and market value, in the Chinese market, domestic sports brands are undoubtedly at a lower cost. Leverage a bigger cake.

Although the sales of Nike and Adidas in Greater China have been poor in the past year, it is clear that Nike and Adidas will not stop there, and they have been taking action.

Since Chaoshen and Anta have become the benchmarks in the Chinese sporting goods market, we must always be the benchmarks!

Nike Adidas has been trying the DTC (direct to consumer) model for a long time. When Jiang Chao announced that he would continue to try in 2012, although everyone felt a lot of pressure, they had even greater expectations for the future.

It is not so easy for domestic products to "turn over the mountain", because no matter which country has diehard fans loyal to Nike and Adidas, there have been "traitors" since ancient times, and there are now.

Although the international sports brands in the domestic market are showing signs of fatigue, Nike and Adidas, as the big brothers in the sports brand market, cannot be underestimated in all aspects.

They are also sincerely suggesting that Nike sink into the market to understand users, adults, times have changed, and now is not an era where everyone buys whatever product you create.

Some people who don’t understand shoes will pay attention. In fact, when watching movies, few fans will pay attention to how good-looking the shoes of the hero and heroine are, but someone will definitely raise them after reading movie reviews.

This is the business strategy 10 years later, Jiang Chao must dare to be the first!

Men Lijun, vice president of Nike Greater China and general manager of market development, said that it is the consumption trend of Chinese consumers who are keen on digitalization and pursuing physical and mental health, which has inspired Nike's innovation inspiration.

After that, he wants to take the first place in the Chinese market! ! ! !
Jiang Chao held such a meeting at Chaoshen Sports in 2011, often for an hour.

"Don't worry about Peak Xtep, everyone has their own direction, and this is their magic weapon for survival."

The joint name with Chenglong is not the only joint name launched by the Li-Ning brand so far this year.

Olympic champion Li Ning and kung fu superstar Jackie Chan are both very representative icons in the world. This cooperation can be said to be a mutual endorsement.

It is good for domestic sports brands to flourish. Jiang Chao will not say that they must acquire or unify the country. This will hinder the progress of domestic sports brands.

With the help of online social media platforms represented by Weibo and e-commerce platforms represented by Taobao and Douyin, domestic sports brands have more opportunities to showcase, directly reach young consumers, and usher in a new peak of development.

This is the marketing strategy in the Internet age.

Science and technology rejuvenate the country, as well as any industry.

In fact, at the same time as the rise of Anta and Chaoshen Sports, Puma also re-emerged to challenge the two giants, but they first started in the field of football shoes and tennis shoes.

According to data from the World Intellectual Property Organization website, Xtep, Anta, and Li Ning have 267, 388, and 616 patents in the past ten years, respectively.

"Hurry up and use your scientific research to get bored, I don't see how good it is, I can't rot in my hands with a room full of Nike boots!"

If this kind of version is placed on shoes in functional fields such as basketball shoes and football shoes, it will affect people's daily wear from a young age, and will affect athletes' performance in a large scale. Over time, it will definitely affect consumers' perception of the product. choose.

The reason why Li Ning can emerge suddenly in the new century is because of the research and development of the revolutionary double crossing running shoes, which are dedicated to solving the problems of heel landing, midfoot landing shock absorption and the transition between them.

Ordinary people will be more inclined to buy some more cost-effective consumer goods. In the Chinese market, the characteristics of domestic products are famous for their lower prices and better quality.

Do you want to sanction us, Nike Adi?
Then I will be more ruthless.

The combination of these factors is the "Chinese feeling" that Adidas President Rorsted mentioned that he wants to find.

Speaking of it, Puma's re-emergence has nothing to do with his thesis.

While Adidas is committed to digital transformation and strengthening marketing, it also announced the replacement of the head of its Chinese business. This is something we need to be vigilant about.

However, due to various reasons such as insufficient funds, domestic brands have always followed the initial operation mode of low-cost and high-volume.

The shoe styles of international brands refer to the slender Western foot shape, while Asians generally have wider forefoot.

President Li Ning also generously admitted that he still can't do it with such confidence as Chaoshen Sports:
"No way, they have the Knicks bonus, and their national trend can be launched. We created the original national trend from the beginning, and it will die ugly."

That is the native beggar Bowang who was originally half-dead and very moderate.

Of course, this also clearly shows that they are learning from Chaoshen Sports. Chaoshen Sports had already shown its style on New York Fashion Week last year and cultivated top supermodels like Bella.

In the future, the battlefield of domestic and foreign sports brands will be the competition of patents, and whoever can take the lead will have the last laugh.

From the above two products, it can be seen that the domestic brand co-branding strategy has changed, from product combination to "cultural integration", Li Ning is constantly shaping its own brand image through co-branding, giving a new definition to "national fashion".

"We are already the cheapest in China. TP9 (Tony Parker boots) only cost 199! Star boots!"

*(Note: Why does Chaochao allow Nike to register for the mini program to sell shoes, because there are commissions and registration fees, and it can make money and win a reputation for being generous to competitors. Why not do it.)
Behind the series of operations is the speculation on the psychology of Chinese consumers.

With the global economic downturn and the widening economic gap, the track chosen by Nike and Adi only provides a second choice for consumers with financial strength.

Nike and Adidas are two long-established sporting goods companies that are constantly catching up with their rivals.

Anta's ability to gain a firm foothold in later generations is also due to the launch of a midsole cushioning technology "flash energy technology". Anta's A-FLASH FOAM inspired by "wormholes" can pass through countless high-intensity foam when it touches the ground. Compressed particles bounce like a spring, providing fast energy return.

When Chaoshen Sports is developing so violently, of course there are domestic professionals who give advice to Nike Adidas.

Jiang Chao and Lai Shixian deeply know that the consumer groups that help them are mainly young people, so they will firmly grasp this part of the market.

He is tantamount to standing directly on the opposite side of Nike Adidas, gathering all the shoe fans who don't like them.

In the end, Jiang Chao smiled and greeted the senior executives of Chaoshen Sports. They are all veteran comrades who have worked in Chaoshen Sports for 3 years, and Chaoshen Sports is also Jiang Chao’s industry. Therefore, his research and new policy today can be regarded as directly in the The general direction gave Nike Adidas a response.

Jiang Chao happened to see a vivid example before time travel.

The leading positions of Adidas and Nike are constantly being impacted by other sports brands, and their products are directly criticized by the president of Puma for their lack of new ideas, especially Adidas has been short of explosive models in the past two years.

The advantage of this is that it saves the cost of dealers, stores and maintenance, but the private domain operation and publicity and marketing of the brand are particularly important.

Young consumers often buy co-branded products to express an attitude, and Li Ning is trying to make this attitude more Chinese-style.

However, Li Ning's designers do have a few brushes. After all, Ma Xun is also considered a former Li Ning designer.

Taking Hongxing Erke on the Douyin platform as an example, a single topic of #鸿星尔克申请# has been played 2.4 million times, and the related response video of Hongxing Erke’s president, Boss Wu, received 683.3 million likes. Created a continuous heat.

But Li Ning's speed is really fast.

In this matter, the domestic Li Ning is also imitating. Although the effect is not as good as Anta, it also allows the DTC model to be integrated and expanded online and offline.

These Nike or Adidas shoes have the following characteristics: easy to open glue, hard leather, and easy to wear feet.

Jiang Chao's descendants clearly remember that from the perspective of product features, domestic sports brands actually stand out from the subdivision of the track. For example, Xtep started to make efforts from running, Anta made breakthroughs in scientific research and technology, and Li Ning broke the circle from the perspective of fashion.

And their director is also very good at thinking, and directly posted an article on the paper website analyzing the sporting goods market such as Chaoshen Sports and Nike Adidas.

And from 08 years ago, domestic brands suddenly entered the field of marketing, and domestic products also kept up with the international pace, doing better and better.

However, as the trend changes, the aura of fashion fades, and people find that there are many problems in the design of these shoes.

The president of Peak Sports, who co-branded the color matching of sneakers with Dragon Ball and Naruto, also came out and said why he did not make an independent national fashion product, but made a joint name with Neon Anime.

"International brands can no longer only consider catering to the needs of global users, but also need to understand the needs of Chinese users and the changes in the business model of the Chinese market."

Just this one meeting is enough to twist everyone into a single rope.

And all that needs to be said has been said, without delay.

In the exchange session after the meeting, everyone actually had a question. The designer Ma Xun was bold enough to ask Boss Jiang directly:

"Boss, can you tell me a little bit, will David Lee be traded???"

Thanks to Timothy Merkez for the 1000 point reward! ! ! ! !