Followed by, on August 1, 2003, the company get their hands on the network marketing, alliance cooperate sohu anta, sohu sports channel, anta's initiative was inspired by Nike named sina sports channel, has become the first take the network marketing of domestic sports brand, marks the Chinese sporting goods industry formally entered the Internet market. The transition of the sporting goods industry leading brand marketing promotion strategy brought a wave Adidas Superstar Uomo of sports brand network marketing - adidas, sohu sports, li ning, netease sports, 361 ¡ã, tencent sports to choose a suitable text book all cooperation, not only can make the content of the site sports channel can be more rich, more color and can make the network atmosphere, to attract more network the attention of the audience, increase the consumer's perception of the brand and good will.
(3) cross-cultural problems in marketing Cross-cultural issues is a multinational company in the operation and management problems. Germany's adidas is Nike and reebok in Europe's biggest rival. Europeans by instinct, preference for all production on the European continent. Adidas is the use of this powerful offensive to Nike. In addition, Nike sneakers are expensive, each pair cost up to $80 - $200, some europeans to accept. For this, Nike deliberately assume to Nike Internationalist cater to the psychological characteristic of europeans. Good young French brand, for example, americans have price tags on shoes on, to meet the identity of the young French expression.
The Netherlands over the age of 25 people like to wear white sneakers, people under the age of 25, like colorful sports shoes, Nike is treated differently. European and American culture difference also makes some European anathema to American goods. A fashion design institute in Paris, France's complex ms li to wear sneakers dislike, she said: "it is corrupt, not to wear shoes is one of, but the worst thing is to wear sports shoes", another Italian said "ugly" women wear sports shoes to work. But at the same time Disney World like American movies, American culture of great market in Europe, Nike is using the image creation "sneakers" of Donna/Uomo Nike Internationalist Marrone Army Verdi Italia Europe. International market is Nike's strategy emphasis, knight said, we are keenly aware, in a few years, the company to conduct business abroad than at home. The problem is that even if the current foreign sales account for about one-third of the Nike company total sales, but the business is just a branch through the simple imitation of the machine. Companies must to football and other international sports project to open up the market.
Knight worry, abroad, Nike shoes are losing the image of the original authentic, first-class workmanship. All these attributed to ignore marketing strategy and sales volume. Foreign retailers also complain, Nike always USES the high-handed forced them to order Nike shoes early on, and only U. S. retailers are used to this way. Change this situation, the distribution business, Nike buy out all over the world
in order to gain more control of the knight called for men to focus on Germany, Mexico and Japan this super important market to do business. In that Son, Nike will convince retailers: order in advance is not painful, the advertisement object will particularly focus on sports, Nike sneakers will also cater to specific market requirements. Sold to Asia, for example, badminton shoes, sold to new as the island's handball with shoes.