NBA: Start with 2 billion, buy the Knicks

"Nike's response strategies and solutions are no longer effective in this era. We will innovate and be down-to-earth, and strive to at least surpass Nike in the Chinese market next year!"

This is what Jiang Chao said when Lai Shixian convened a high-level meeting of Super God, and it is also the goal for 2012.

The global market seems too big now, and the level of scientific research cannot keep up.

But the Chinese market can really look forward to a wave.

Lai Shixian, Ma Xun and others were excited by Jiang Chaoding's goal. Super Nike, would they have thought about this before joining Chaoshen Sports???

For these high-end talents who have been studying the sneaker industry since college, it is already good to have a firm foothold in the sneaker industry in the future. How many domestic brands disappeared from the world soon after starting their business, and now Jiang Chao

Everyone is already thinking about catching up with Nike in the Chinese market!!

At the end of the last century, Adidas and Nike both entered China, not only bringing the resources and aura of global sports superstars, but also exploring areas such as sports fashion.

Air Jordan and other niche fashion brands are on fire and are very popular in the Chinese market.

When the Adidas NMD series was released, global sales exceeded 400,000 pairs on the first day of sale, triggering rush purchases at increased prices. Many Chinese consumers would be very proud to own such a pair of sneakers.

When Nike Kobe Bryant's Black Mamba series of boots were released, the streets were even more crowded. There were more people in the Nike flagship store than there were shoes!

However, as the trend changes, the halo of fashion fades, and people find that there are many problems in the design of these shoes.

These shoes from Nike or Adidas have the following characteristics: they are easy to peel off, the leather is hard, and they are easy to wear on your feet.

The pattern design of international brand shoes is based on the slender Western foot shape, while Asians generally have wider forefoot.

If this kind of style is placed on shoes in functional fields such as basketball shoes and football shoes, it will affect people's daily wear from a young age, affect athletes' performance in games from a long time, and will definitely affect consumers' perception of the product over time.

choose.

However, due to various reasons such as insufficient funds, domestic brands have always adopted the initial operating model of low price and high volume. To put it nicely, it means small profits but quick turnover.

Since 2008, domestic brands have suddenly been doing better and better in the field of marketing, and domestic products have kept up with the international pace.

Nike and Adidas have been trying the DTC (direct-to-consumer) model for a long time. When Jiang Chao announced that he would continue to try it in 2012, although everyone felt a lot of pressure, their expectations for the future were even greater.

The advantage of this is that it saves dealers, stores and maintenance costs, but the brand's private domain operation and publicity and marketing are particularly important.

According to the financial report data of various companies, in recent years everyone has increased R&D investment in DTC business. However, in terms of revenue volume and market value scale, within the scope of the Chinese market, domestic sports brands undoubtedly invest at a smaller cost.

Leverage a bigger cake.

Jiang Chao said that around New Year's Day, he would start to form large-scale group buying groups and good product sharing groups through store managers scattered around the country, turning consumers from scattered individuals into privately operated communities.

Conduct private domain marketing distribution.

Do you, Nike and Adidas, want to sanction us?

Then I will be more ruthless.

This is the business strategy for 10 years from now. Jiang Chao must dare to be the first!

In this matter, the domestic Li Ning is also imitating. Although the effect is not as good as Anta, it also allows the DTC model to be integrated and expanded online and offline.

Nike and Adidas are not late in the matter of DTC, but because they firmly believe in the brand effect in the international market, they have not spent much effort on private domain operations in the domestic consumer market, and their superior brand attributes and high-profile

The price makes their DTC just superficial.

Jiang Chao and Lai Shixian know deeply that the consumer groups currently helping them are mainly young people, so they will firmly seize this part of the market.

Why does Jiang Chao vigorously develop Internet platforms such as Chao Chat, Chao Shen Music, and Chao Shen Forum? A casual comment here may lead to sales.

Just like the popular review of "Thumping Heartbeat" on the Super God Forum, there is still this sentence:

"I like your elegant white coconut sneakers, just as I like you."

Some people who don’t know much about shoes will pay attention to it. In fact, when watching a movie, few movie fans will pay attention to how good-looking the shoes of the male and female protagonists are, but when reading the movie reviews, someone will definitely mention it.

This is the marketing strategy in the Internet era.

With the help of online social media platforms represented by Weibo and e-commerce platforms represented by Taobao and Douyin, domestic sports brands have more display opportunities, directly reach young consumers, and usher in a new peak of development.

In future generations, if the opportunity is chosen correctly, it can even directly save a brand.

Jiang Chao happened to see a vivid example before traveling through time.

That is Bo Wang, a beggar who was originally half-dead and very mediocre.

Take Hongxing Erke on the Douyin platform as an example. The single topic #红星erkeDonation# has been played 240 million times. The relevant response video of Hongxing Erke President Wu, has as many as 6.833 million likes. The "wild consumption" craze that occurred in Hongxing Erke's live broadcast room is even more

Creates lasting heat.

In fact, with the rise of Anta and Super Sports, Puma has also re-emerged to challenge the two giants, but they first started in the field of football shoes and tennis shoes.

And their director is also very thoughtful and published an article directly on the paper website analyzing the sports goods market such as Chaoshen Sports and Nike and Adidas.

Speaking of which, Puma's re-emergence has something to do with his paper.

He is directly opposing Nike and Adidas, and has gathered together all the shoe fans who don't like them.

The leading positions of Adidas and Nike are constantly being impacted by other sports brands, and their products were directly criticized by Puma's president for being devoid of new ideas, especially since Adidas has been lacking in hits in the past two years.

In contrast, the Celestial Kingdom chose the path of national trend elements.

For example, at this year's Paris Fashion Week show, Li-Ning launched the "Li-Ning x Chenglong Joint Kung Fu Series", which caused quite a stir.

Olympic champion Li Ning and kung fu superstar Jackie Chan are both very representative icons in the world. This cooperation can be said to be mutual endorsement.

Of course, this also shows that he studied Super Sports, which had already shown off at New York Fashion Week last year and trained top supermodels like Bella.

Jiang Chao and Lai Shixian have naturally paid attention to Li Ning. Jiang Chao's attitude towards domestic friends and businessmen has always been that I will not offend others unless they offend me.

It's okay to follow our lead in terms of marketing strategies and so on, just don't backstab your own people.

It would be best for domestic sports brands to flourish. Jiang Chao would not say that he must acquire or unify the country. This would hinder the progress of domestic sports brands.

However, Li Ning’s designers do have a lot of skills. After all, Ma Xun can be considered a former Li Ning designer.

After the trend of super sports country, Nike and Adidas were naturally unmoved. Their designers are also European and American, so it is impossible for them to understand.

But Li Ning is extremely fast.

And they like to take shortcuts, just co-brand with Chinese-style products.

The collaboration with Chenglong is not the only collaboration launched by the Li-Ning brand so far this year.

After co-branding with the Forbidden City and the Dunhuang Museum, they launched a series of products. Each style has an exclusive name, such as "Qianxingce", "Qinbiantai", etc., which are reminiscent of the Silk Road.

From the above two products, we can see the change in the co-branding strategy of domestic brands. From product combination to "cultural blending", Li Ning is constantly shaping its brand image through co-branding and giving a new definition to "national trend".

Young consumers often want to express an attitude when buying co-branded models, and Li Ning is trying to make this attitude more Chinese-style.

But this is obviously a bit lower than the original work of Super God Sports. The only co-branded version of Super God Sports is "Heizi's Basketball", and it's not a pure co-brand. They also specially created a pair of shoes for the characters in it... The co-branded one is Ku

The black and blue color scheme of the previous generation, etc.

President Li Ning also generously admitted that he was not as confident as Chaoshen Sports:

"There is no way. They have the Knicks bonus, and their national trend can be launched. If we create an original national trend from the beginning, it will be ugly."

"But our co-branded shoes are not expensive, they are the same price as the original sneakers."

"We are already the cheapest in China, TP9 (Tony Parker boots) are only 199! Star boots!"

The president of Peak Sports, whose sneaker colors are co-branded with Dragon Ball and Naruto, also came out and said why he did not make an independent national trend product, but made a co-branded product with Neon Animation.

With the global economic downturn and the widening economic gap, the track chosen by Nike and Adidas only provides a second choice for consumers with financial strength.

Ordinary people will be more inclined to buy consumer goods that are more cost-effective. In the Chinese market, domestic products are famous for their lower prices and better quality.

"Don't worry about Picket Steps. Everyone has their own direction. This is their magic weapon for survival."

Jiang Chao later clearly remembered that from the perspective of product features, domestic sports brands actually stood out from the segmented track. For example, Xtep started from running, Anta made breakthroughs from scientific research and technology, and Li Ning broke through from the fashion perspective.

But international brands seem to still be stuck in traditional sports scenes, such as basketball, football, etc.

A good opportunity for Chaoshen Sports to sell out sneakers is that sports brands have created a series of shoes and clothing styles with national fashion elements, which provide Chinese people with a sense of national belonging.

The combination of these factors is the "Chinese feeling" that Adidas President Rorsted said he wanted to find.

"International brands can no longer only consider catering to the needs of global users, but also need to understand the needs of Chinese users and understand the changes in the business model of the Chinese market."

“Producing products suitable for the Chinese market, implementing measures that truly meet the needs of Chinese consumers, and concentrating on studying the Chinese market will make it possible to seize the window period for the growth of the Chinese sportswear market. Otherwise, consumer loyalty will gradually fade away.

.”

It is not easy to "climb the mountain" for domestic products, because no matter which country there are die-hard fans who are loyal to Nike and Adidas, there have been "traitors" since ancient times, and there are still some now.

When Super Sports is developing so violently, there are of course domestic professionals giving advice to Nike and Adidas.

They also sincerely suggested that Nike sink into the market to understand users. Adults, times have changed. Now is not the era when people buy whatever products you create.

"Hurry up and use your scientific research to get started. I don't want to be super good. I can't let all the Nike boots in my house rot in my hands!"

Although the international sports brands in the domestic market have been slightly exhausted, as the big brothers in the sports brand market, Nike and Adidas still cannot be underestimated in all aspects of their strength.

The high-profile comments of these "traitors" on Nike's official account also attracted the attention of the Chaoshen team, and Jiang Chao was used as a positive teaching material, always reminding everyone that they should innovate.

Take the patents that international brands are proud of as an example. Data from the World Intellectual Property Organization website shows:

Nike has a total of 14,459 invention patent applications in the new century, including 3,778 invention patents with footwear as the keyword;

The global Adidas company has a total of 2,534 invention patent applications, including 212 invention patents with footwear as the keyword.

According to data from the World Intellectual Property Organization website, the number of patents issued by Xtep, Anta, and Li Ning in the past ten years is 267,388,616 respectively.

The reason why Li Ning can suddenly emerge in the new century is because it developed revolutionary double-crossing running shoes, which are dedicated to solving the problems of heel strike, midfoot strike, shock absorption, and the transition between them.

Anta's ability to gain a firm foothold in later generations is also due to the launch of a midsole cushioning technology called "Flash Energy Technology". Anta's A-FLASH FOAM, inspired by the "wormhole", can pass through numerous high-intensity shoes when touching the ground during exercise.

Compressed particles rebound like springs, providing rapid energy feedback.

Science and technology can rejuvenate a country and any industry.

However, the technical barriers accumulated by international brands over the years cannot be broken down by domestic brands in one day. Domestic products still need to increase the number of patent applications and the speed of innovation.

Nike and Adidas are two sporting goods companies with long histories, both of which are taking steps to catch up with their opponents.

In the future, the battleground between domestic and foreign sports brands should be the competition of patents. Whoever can take the lead will have the last laugh.

Jiang Chao took the stage at the end of the Super God Sports Executive Conference and made a summary:

"From the perspective of market trends and future space, China's sports shoes and apparel market will still be a "blue ocean" next year.

Although the sales of Nike and Adidas in Greater China have been poor in the past year, it is obvious that Nike and Adidas will not give up. They have been taking action.

I learned that Nike is transforming its own digital platforms, including Nike App, official website and Super Chat mini program, course training NTC WeChat mini program, sneaker purchase platform SNKRS App, etc.

*(Note: Why does Chaochao allow Nike to register a mini program to sell shoes? Because there are commissions and registration fees, you can make money and gain a reputation for being generous to competitors, so why not.)

Behind the series of operations is an analysis of the psychology of Chinese consumers.

Men Lijun, vice president and general manager of market development of Nike Greater China, said that it is the consumption trend of Chinese consumers who are keen on digitalization and pursuing physical and mental health that inspires Nike's innovation.

While Adidas is committed to digital transformation and strengthening marketing, it also announced the replacement of the person in charge of its Chinese business. This is something we need to be vigilant about.

Although our domestic sports brands have been able to compete with these international brands in the Chinese market, they are still far behind in terms of revenue volume and market size, and the design of shoes and clothing still cannot escape the background of imitation.

Since we, Chaoshen and Anta, have become the benchmark in China's sporting goods market, we must continue to set the benchmark!

In the broader global market competition, we, Chaoshen Sports, need to reflect the technical strength that matches the cultural heritage, so that the whole world can feel the real "Chinese quality."

Guys, come on!"

Finally, Jiang Chao smiled and greeted the senior executives of Chaoshen Sports below. They are all veteran comrades who have worked in Chaoshen Sports for three years, and Chaoshen Sports is also Jiang Chao’s industry, so his research and new policies today are directly related to

The general direction was given to Nike and Adidas.

After that, he just wants to take the first place in the Chinese market!!!

Jiang Chao held such a meeting at Chaoshen Sports in 2011, which lasted for one hour.

Just this one meeting was enough to unite everyone.

And he said everything that needed to be said without any hesitation.

In the post-meeting communication session, everyone actually had a question. Designer Ma Xun was brave enough to ask Boss Jiang directly:

"Boss, can you tell me a little bit, will David Lee be traded???"

Thanks to Timothy Merkez for the 1000 point reward!!!!!