The face of basketball shoe market (mainly nike free run 3 pink the U.S. market) saturation, Nike product line has expanded to include soccer clothes, running apparel, women's training and fitness clothing. Mark Parker, Nike has been restructuring in the U.S. domestic football, basketball, running, training men, six women's fitness and sports and cultural sectors. Prior to this, Nike's business is divided into footwear, apparel and equipment three categories.
Meanwhile, Nike is also actively developing the low end. Earlier this year, Nike invited Cai Princeton football star Brandi (Brandi Chastain) and Hope Solomon (Hope Solo) and volleyball star Logan Tom (Logan Tom) appearances in New York, released a new brand Tailwind (wind) - a consumer brand for women. Currently there are six styles of the brand, the price ranging from 19.99 to 34.99 U.S. dollars. Previously, Nike, Nike brand for its high prices and focus on sports and away from the low-end consumers. Nike Tailwind given a chance to attract these consumers. In this regard, Mark Parker said: "If we innovate, we can lead."
Marketing power of the machine
Nike factors known to be good at marketing. However, this moment was the face of some may have a significant impact on their future survival of the trend, marketing is king, Nike had to make major adjustments.
Nike executives have publicly expressed the hope that by 2010 the world's dominant supplier of soccer apparel, Adidas and thus a direct challenge to the soccer sportswear market. To this end, Nike was generous in marketing investment. Nike made within 10 years to provide $ 778 million German Football Federation, sponsor the German national soccer team. This move for Adidas in terms, like "Black Tiger dig heart", because Germany is not only the headquarters of Adidas and Adidas is a long time sponsor of the German team.
Nike sponsors the German national team is only part of the marketing change. In fact, Nike innovations in marketing or other high-profile visible. Hidden behind these changes is the destruction of the old business rules and new business rules are constantly being established.
In recent years, the digital revolution, consumers have the right to speak greatly increased. Nike CEO Mark Parker in view, driven by the number of consumers are reshaping the retail industry picture, the power now rests in the hands of consumers.
To this end, Mark Parker, Nike, and other consumer brand companies need to adjust the new market trends. He said: "The consumer's influence has never been so powerful, they have more choice and access to these selected channels, the power has clearly shifted to consumers."
In response, Nike made a "consumer decide" strategy, said its competitive strategy to focus on creating a personalized shopping experience on. To this end, the first Nike product was further subdivided.
September this year, Nike released a special Native American Indians for sport shoes Air NativeN-7. According to Nike that this product is based on the company's Indian foot structure designed on the basis of research, it is wider and taller than the general sports shoes.
In marketing strategy, Nike has been targeted adjustments, such as the further breakdown of the marketing target consumer group. Former Nike executives generally believe that 18 to 22 years of age is the same type of consumer group. Now, Nike gave up the method previously bundled sales and, based on the age and interests of these consumers prefer to be broken down into different markets. In addition, it is also based on the characteristics of the digital revolution, opening up new marketing tool ... ...
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