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Nike for gay proud of the launch of the rainbow at the end of Vapormax Nike released on the eve of the fourth quarter earnings report, the United States Piper Investment Bank analyst Erinn Murphy expressed concern about the status quo, in addition to rival Adidas erosion, We have not seen Nike’s massive and meaningful innovations that can change the narrative of recent products. “He thinks Vapormax is not the technology that can change the rules of the game. And this anxiety has been prompted CEO Mark Parker to take more radical action, not long ago, Nike announced the global layoffs 2%, streamlining the structure of regional markets, reduce product categories, and the establishment of Adidas and similar “key city” (Key City strategy to build more strong direct channels in 12 cities including Beijing and huarache olive, Nike React may be one of the means to enhance the value of the product in the future, and first use in the basketball category, but also help to enhance the future price of new basketball products. Last year, Nike’s basketball shoes because of the decline in competitiveness after a round of price adjustment, resulting in the company’s gross margin continued to fall two consecutive. At the end of the year, Nike brand president Trevor Edwards promised that Nike’s basketball business would resume growth after May 2017. With the Nike React technology Draymond Green with the same, and another pair of the same technology using the Jordan brand new shoes THE JORDAN SUPER.FLY 2017 will be listed on August 3 global – whether they will become a new topic of Nike, yet to be Market witness. Nike, of course, also know the importance of supply chain reaction speed over the past five years, Nike in the supply chain and the development of high-tech products invested 2.5 billion US dollars. They use NOVA technology, 3D print shoes prototype, trying to shoe production cycle from 18 months, shortened to 4 months.

From this point of view, perhaps this time layoffs are not all slow growth and cost savings of the move, but part of the strategic adjustment. Nike’s future supply chain automation may no longer need so much manpower, at the same time, the transfer of consumers to the electricity business channel, but also means that the physical store and its staff streamlined.

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In 2012, the NBA seven-game winning streak makes the Chinese star Jeremy Lin become a hot sports star. The ball that the battlefield, in the New York Knicks with Lin Shuhao last 0.5 seconds 3-point ball lore the Toronto Raptors the next day, smell the opportunity of the Olympic sporting goods Co., Ltd. will fly to the United States, like a comet-like jump from the Lin Shuhao “To achieve some kind of tacit understanding”. At the same time, in this “forest wind” swept, the domestic sporting goods giant Li Ning, Anta, 361 ° also followed, the “forest” rush. However, they have been a big step forward. As early as August 2010, Nike (China Taiwan) and the company is still sitting on the “cold bench” Lin Shuhao signed a 3-year contract. When Lin Shuhao gorgeous transformed into “forest crazy” before, nike huaraches all green women,Nike has this investment for the year, “ambush” for nearly two years. In fact, in the selection of sports players, Nike has been unique. Compared to the stars have been shining, Nike is more keen on the potential of new people. In addition to Chinese basketball star Jeremy Lin, Nike has also successfully tap Li Na, Liu Xiang, Kobe Bryant, Federer and other sports stars.Although Nike has a set of objective assessment criteria, but to describe its selection criteria, it is very difficult. Nike Greater China Communications Director Huang Xiangyan described this as a “very grass-roots selection.”
Nike sports marketing team is mostly sports background background, retired athletes or coaches, proficient in individual sports, won a variety of championships, can be described as Crouching Tiger Hidden Dragon. Nike Sports Marketing in China’s team has more than 30 people, director Li Tong Liu Xiang is the men’s 110 meters before the Asian record holder, but also mining Liu Xiang’s “scout”.
Sports market people rarely stay in the office, they usually go are grassroots line, focusing on tracking Association, Football Association and other sports associations and sports key schools. Very often, they will find some children’s personality is very special. Like looking for the characteristics of Liu Xiang, they found this person is not simple, he is very true, you really will be touched by him.In 1997, only 15 years old Li Na and Nike tied; 5 years later, Li Na retired two years to college, re-“out”, Nike quickly and Li Na continued to lead. In 2011, Li Na in the Australian Open for the first time broke into the four Grand Slam finals and runner-up, Nike sent the commercials, even appeared 16-year-old Li Na with tender voice said: “The biggest dream, Hit the top ten career, I know this road is difficult, but I will work hard. “Li Na in the microblogging emotion:” Let me surprised and moved, where to find me so long ago.Similarly, Liu Xiang as early as 18 years old to participate in the National Games and the World University Games, it caused the Nike China Sports Marketing Director Li Tong’s attention. Li Tong’s recommendation, the Nike headquarters to send someone to Liu Xiang competition, several field visits after the signing. Since then, Liu Xiang, almost every summer will go to the United States Nike headquarters. With the help of the exclusive designer, a variety of measurements to prepare for the production of new running shoes. Nike for Liu Xiang service team, there is a staff member in Liu Xiang each time the game, are accompanied in the side, Liu Xiang, the feeling of equipment, the game all the valuable information occurred in the first time to convey to the the company. In 2004, Nike only spent 300,000 yuan to sign Liu Xiang, when Liu Xiang won the Olympic gold medal in Athens, the endorsement fee rose to tens of millions. Liu Xiang in the 2008 Olympic Games due to injury after retirement, Nike or Liu Xiang signed a 4 million yuan advertising sponsorship contract, and continue to develop their running shoes. Now, Nike once again rely on the return of Liu Xiang, earned a bowl full of pours.
“Any one of the perfect marketing, is not coincidence.” Nike Greater China market director Pan Jianhua said, “We can judge who is the star of tomorrow, before he shines, Nike will explore him, to provide him the best The equipment to help him improve the results, and tailored for him the best marketing service model.