Game Rules Behind Nike Mode

"Follow the example of those who succeed, no matter where you are now."

This is the motto of sports marketers and the cornerstone of successful sports marketing.

However, for

As for public relations, imitation is a double-edged sword: the footsteps of successful people are examples and starting points for successors. Successful imitation and innovation are the guarantee of success. On the other hand, imitation may mean that there is no strong and strong advantage in marketing competition, and the combination of imitation art, innovative ability and keen observation is the only way to remain invincible.

The worldwide marketing competition between Nike and Adidas from the last century to 70s reflects the double-edged sword effect of imitation and marketing mode.

Nike in the 70s of last century is only a small role for Adidas.

Nike's success lies in its imitation of Adidas brand management and cross domain product chain marketing mode. At the same time, Nike is also concerned about the development and application of new technologies.

On the basis of this, it further compresses the production cost by means of subcontracting and ordering, and takes the brand marketing and public relations promotion as the core to open up the market. With the technology concept and the continuous new products as an important marketing tool to guide the market, the design styles of the products are very dizzying every year. However, Nike never produces a pair of sports shoes and a sportswear itself, forming a production mode of "concept + factory" and a marketing mode of "star + sports".

Thanks to its excellent market observation and resilience, Nike surpassed the whole world in the 80s of last century.

And become the largest supplier of sporting goods in the world.

However, after imitation and innovation become models, they become the object of imitation. This is also the embodiment of time in marketing.

Adidas's adjustment began from 80s to 90s.

And management, imitating the successful experience of Nike, set up foundry factories in Eastern Europe, China and other countries with low labor cost, concentrating on marketing warfare combining technology with concepts.

Although Nike's dominant position in the sporting goods industry is still relatively stable, from Adidas's performance in major markets in recent years, they are using this mode to get out of the doldrums.

In addition, sports brands such as Puma, Reebok and NB are also moving in a similar way to Nike and Adidas.