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[Chinese shoes Network - News] the Chinese sports market, has long been a spectacle: whether other brands how fierce promotional battle, Nike always Happy "outside world." However, this situation changed abruptly near future. Nike reported earnings: Nike's stock has risen by two percent. In order to increase sales, Nike's sales will gradually normalized. Nike, the darling of the sporting goods market, even with the decline in the overall economic situation is also a rare involvement counterparts intensified promotional war. Nike change, let people discover an important proposition: the economic situation is bad, the market for high-end brands to bring a more severe test. Because the consumer price guide growing, premium brand of high-end brands will be significantly compressed. And if the high-end brands involved in the promotion battle, may result in damage to its brand positioning. We can say that the situation in the economic downturn, high-end brand strategy to deal with what is a rather technical content of problems. For this reason, "foreign management" interview with the "Father of the positioning of the" Mr. Rees, high-end brands to explore the economic downturn positioning problems. "double day" Nike Reporter: Today, Nike in the Chinese market to digest inventory, increase sales, but also began to be involved with their peers promotional battle, which is very rare for Nike, how do you evaluate the changes in the market Nike . Ai Rees: high-end brands such as Nike, involvement and peer promotional war, whether directly or discount price is wrong. On the othe jordans on sale online r hand, some high-end brands will make another type of error - they are priced very high, unable to sustain sales in the market. Sooner or later we have to cut prices to maintain sales. high-end brands appear both cases, we should reflect. Analysts Sterne Agee believes: "Nike in China so far, failed to footwear in China launched high-end positioning," why do you think Nike will encounter this problem in China is now involved in the promotion battle Is it? leaving the brand positioning worse? . Ai Rees: Normally, to build high-end brand positioning through PR or public relations planning, rather than through advertising to achieve. just rely on high pricing is unable to establish the high-end positioning. You first have to create a lot of PR and public events, and in order to develop high prices. Of course, involved in the promotion battle will weaken the high-end positioning. On the other hand, although Nike's performance in China is open to question, but its overall performance in the global market is very good, a number of important initiatives to build the high-end brand worthy enterprise reference. For example: Nike has been committed to product innovation, and excellent public relations effect. Which at the 2008 Beijing Olympic Games debut Lunar cushioning technology, it has now developed into a $ 1.5 billion line of products. (Just based on the product line sales of this technology, more than last year, Li Ning's sales of $ 1.4 billion.) In addition, Nike and the London Olympics this year launched a Flyknit ultralight sneakers technology. And the impact of the jordan 3 katrina 2018 market based on this technology product line. So we can say, in the global market, Nike's marketing strategy and market performance is still very good. In a May 2012 for the node fiscal year, Nike's sales reached $ 24.1 billion, an increase of 15.7% over the previous year. This is Nike's biggest growth in the past 10 years. So, if there is a problem of Nike in the Chinese market, but also that it is not well taken measures to achieve it in other markets due to the Chinese market. dual-brand strategy for the downturn Nike Reporter: A common question is: now includes Chinese economy, including the world economy are in difficult times, consumers are more conscious than ever. You think like Nike original high-end positioning of the brand, how to do in this period of price adjustment and marketing strategies to deal with? . Ai Rees: First, product pricing under the brand to maintain consistency. If you think it's the Nike brand in China overpriced, so it should lower prices, and is permanently lower prices, rather than to deal with difficult economic times. The worst thing a brand doing is based on the current situation changes in the economy continues to change the price. In many cases, in order to deal with the adverse economic situation and long-term corporate strategy is better: to keep your high-end premium brand, and to lower prices to launch a less expensive brand. In the long run, in almost every product category, the high-end and low-end brand opportunities exist. A company has two brands have the ability to dominate the market at the same time so both ends. Cheap jordans online air jordan 11 blackout for sale The worst place is the middle segment of the market. Or because consumers want to be the best (high) or the cheapest (low) product. Few consumers will want, I want a not very good nor very bad product. How do high-end brands through sluggish swamp Reporter: Some analysts believe that Nike's business situation may be in a relatively long period of decline for the Nike marketing strategy, you have the kind of advice ?? Ai Rees:? We have not seen evidence of Nike in addition to the Chinese market declining. If Nike its strategic use in the Chinese market to other countries, then the brand may be, together with its financial situation becoming weaker. Here's what we give some advice to all categories in the leading brands, including Nike in the Chinese market: 1. developing high-priced, but not too high. To look at Apple's iPad pricing. Before iPad market, many industry experts believe that Apple's pricing of this product to the big date is $ 1,000. The results of $ 500 iPad in the US market on the basis of pricing is about. The price means that competitors can not drastically cut prices to sell their products at prices based on the iPad. 2. expect competitors to launch competing products at lower prices, but they do not do first this thing. If your brand is perceived as the leading brand, then competitors in order based on the market and profit will have to sell enough of the product, but to do so is likely to take the price cuts, which would be more favorable leading brands. relationship between Nike and Adidas is the case, compared to Nike, Adidas second brand often low jordans on sale mens er their prices. This is the Adidas profit margin is only half the reason Nike. 3. Do not lower their prices to meet the competition's pricing. No brand can occupy a hundred percent market share. When one of the leading brands in order to meet the competition and lower prices, there will be two situations: (1) the leading brand becomes weak, this is perhaps the Nike changes in the Chinese market; (2) competitors were forced to drastically cut prices more so, no one benefits. 4. When the economic difficulties the current situation, do not cut prices. We should expect sales to fall, ready and waiting for economic recovery. When the economic situation is bad, the leading brands should be noted that: Protect your brand to be more important than your market share. In the long run, the most important asset you may have is a strong brand. 5. In the same category was considering launching a second brand. For any company, an important long-term strategy is to have two brands: one to occupy the high-end market, occupies a low-end market. This will allow leading brands occupy a very favorable trend, however, there are few companies actually implement this strategy. (Chinese shoes Network - the most authoritative and most professional Footwear News)spends too much money. as a qualified "centipede fine", the monthly budget will definitely have a lot of contribution in buying shoes; consumption channel is nothing more than two kinds, either from the official start, either through Taobao, eBay and other platforms have increase. In the purchase process, I do not know you have found a very buy cheap jordans online interesting phenomenon: some shoes to high price speculation and expectations far, you may have prepared several K, but still almost as mean; you begin to doubt the price of shoes when do you want to continue to soar, and will find that some have missed even forgetting styles, and did not imagine so expensive, even lower than the price. from the previous unified shelves, now refined to each have a pair of special strategy, brand marketing indeed let shoes market prices to have no small change; development and star effect plus the trend, buy more and more expensive shoes is an indisputable fact. 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At present, this series of Taobao has broken code, broken color, the price remained at around 1000 yuan, if not to sell, may have only regrets. 8 months are most cheap air jordans scarce: Yeezy, Wave, Runner, 700 as early as the beginning of this year, Kanye West on the foot of the new design, until August before the first sale, but also in the yeezy supply official website assault sale, this assault does not matter, most people have missed. Thought the follow-up will soon in Adidas or other channels replenishment, but today does not have any action, so at present Taobao is almost no goods waiting state; some size eBay, the price of 5000 yuan, and 350 V2 will appear at the same level. Although still can not buy, at least in the budget, in mind. 8 month surprise: Nike, Flyknit, Trainer Nike Flyknit Tr〉 R.T. x Nike in the following two years ago Air Force 1 three color, 5 kinds of upper height after deduction, Givenchy art director Riccardo Tisci yesterday in the personal Instagram has released the first quarter of the new partnership with Nike. As of Air Force 1 shoes "iron" Riccardo, this did not again use Air Force 1 as the blueprint, but "epoch-making" choice of Dunk shoes as a reform blueprint. The first release of the design to super high, large white Swoosh plus full black color for the design of the main vision, continue to exaggerate the interpretation of a strong "Riccardo style" unique vision. The tongue, the insole Swoosh, followed by the "R.T. Swoosh" on the design seems to be in relief and so on to strengthen the popularity of Nike Riccardo Swoosh. 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This has caused great resistance to China's leather shoes entering the EU market, coupled with the pressure of RMB appreciation, China's footwear industry almost into an unprecedented predicament. RMB appreciation of 10 Fen, the company lost 10 million and for some mainland enterprises, they are subjected to pressure is even greater, "10 Fen yuan rise, companies lose tens of millions." At the 100 th Canton Fair held in October 2006, reporters heard many complaints from exporters. July 22, 2005, the dollar against the RMB exchange rate was 8.26 yuan, and to the 100 Canton Fair has changed to more than 7.9 yuan. Deal pressure on the Canton Fair has risen sharply. Some companies that use modern financial instruments to avoid exchange rate risk can greatly reduce their operational risks. In the Canton Fair scene, some shoes enterprises said that in the appreciation of the renminbi and raw material prices soaring, no price increases, enterprises simply can not survive. Jiang Lianduo, manager of Double Star Import & Export Co., Ltd., said: "the average export price of some canvas shoes has reached US $3.5-3.6, and the export price of these shoes will not exceed $3 this spring."." The question is, who will pay the bill after the price increase? Gexianshentong manufacturers to deal with RMB appreciationRecall Ray Allen's Nike Air Force Bespoke 1 years the "Ray Allen" 2013-12-08 22:39:41 Layupshot shoes custom team; star customized version of Air Force 1 continues, this version of the selected marksman Ray Allen for design inspiration, especially Layupshot; it is not with the Celtics or supersonic period color tone Ray Allen, but in the first team Milwaukee bucks for design inspiration. Layupshot with purple and green collocation, forked suture is extremely eye-catching bright purple. Ray Allen's uniform No. 34 still be added to the side of the shoe body, the tongue also has the number of named all star lineup. 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