According to UBS recently issued a research report, market share in China the first Nike, will launch in the second quarter of next year, low-priced products, a pair of Nike shoes, the lowest price may be only 300 yuan, it seems World Cup in South Africa, inferior to the tournament's official sponsor Adidas relevant.Nielsen survey shows that 12 teams sponsored by Adidas, popular in the network is far more than only nine teams in the hands of Nike, and the closer end of the game, Asidasi in extent the public mind the more hot than Nike, the sports brand was ranked first.
Li of China Top Ten Brands planners struggle in an interview that Nike "price reduction act" from its brand positioning point of view not too much risk. "Price is a double-edged sword, when Child Proof Plastic Opaque Medicine Vials reversible vials a price war when the brand to talk to other people, there is no advantage of the brand, and you will find a very cheap down there is no conspicuous, the greatest threat is not the brand itself, but rather profit. Nike Nike will always be. "UBS seems likely to take risks, Nike sports shoes prices will reduce all of the Mainland brand campaign caused great pressure of competition, and Li Ning high price positioning and China Dongxiang (03818) of Kappa bear the brunt of the bank Li Ning, Anta (02,020) and special steps (01368) rating from "buy" from "neutral."
Nike does it help lower prices and Li Ning, Anta's competition is still unknown, said Li fighting rival's strategy depends on the competition. "(Nike price reduction) is a response strategy to grow quickly when the domestic brands when the price war it will. Nike in the United States is not a high-end products, ordinary people can afford everyone, compared with Nike Your brand also. Well, this time made it to cope with a large number of local brands, every brand in China has thousands of stores at least more than they take root in the Chinese market has long. "Li Dou also said Nike is a traditional American company, the World Cup, the usual not very good. However, the success of Nike and Jordan have very large relations, it walks the celebrity strategy has been to play Star card, which has little to do with the World Cup.
The reporters also learned that as a multinational company, Nike has been a real marketing strategy to gain the trust of consumers.Nike is beyond the expected and showed, according to Nielsen / McKinsey, a joint venture NM Incite Network survey, the eve of the World Cup, Nike World Cup-related advertising through successfully from spending a large amount of money for the World Cup and grabbed the official sponsor of the consumer's attention. As the race progressed, however, reversed this trend is beginning to show, Adidas and other major sponsors more attention.East China Normal University Business School Professor He Jia hearing expressed their views on this: "
The best specific data to show that a number of online comments, may be very subjective and one-sided Internet users feel that Nike Adidas Crimping , for example, is the adidas site ads and more ads, or more World Cup spots, or is a sponsor larger effort. "He said, Adidas is the official sponsor of World Cup in South Africa, to get After the official sponsor Adidas qualifications in the media eye candy becomes prominent than Nike is also matter of course.Of comparable example is the 2002 World Cup Coca-Cola and Pepsi stories of the struggle. He Jia told Reuters, as the 2002 World Cup official sponsors Coca-Cola but lost to Pepsi. "Official sponsor can advertise very good condition, but only Pepsi sponsored the star, the World Cup can not do advertising, but can do ads on behalf of players, these players is to participate in the World Cup itself, through the early advertising effect so that we have preconceived impression, so we think Pepsi is the official sponsor of the World Cup. "