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& nbsp; & nbsp; & nbsp; approaching 2008 Beijing Olympic Games, the international strength of the domestic commercial institutions have to take the Olympic shuttle bus to get higher profits. However, over the years involved in the Olympic Games from the search business bill, both successfully reached the winner purpose, there are losers lose everything. Nike sports marketing success or failure, can provide sports marketing is "ride" the commercial organization methods and experience. Nike was founded only 30 years, and the old rivals Adidas commercial war, made outstanding achievements. Nike China Liu Xiang is also due to the success of planning a series of activities have been widely acclaimed industry. Success Nike is: do not sell shoes, only marketing emotion. minimum sponsorship of sporting events Since Liu Xiang won at the Athens Olympics, has become the object of pursuit of numerous companies competing, but this time Nike employee and Liu Xiang fraternizing drink and a laugh, because Nike early in 2002, when Liu Xiang still freezing on the media and he signed. at the Athens Olympics, the Chinese delegation of 32 gold medals in 12 Nike-sponsored, including kayaking, tennis and other ground-breaking projects. Why Nike insight into opportunities? Nike's experience is that sports marketing is not a one-time sponsor, but also to be steady and constant innovation. corporate sponsored events often have to spend huge amounts of money. Li Ning, Shanghai GM, GM (China), the farmer Springs, JLF, Qingdao Red Collar Dress as a partner in the Olympic Games, the Chinese Olympic Committee each company shall pay worth 10 million yuan in cash and goods, of which no less cash to 90%. In contrast, very few Nike sponsorship of sports events, but it's brand exposure but never less than others. at the 1996 Atlanta Olym jordans for sale pics, 12 paid $ 46.5 million of the company was named the official sponsors, including Adidas, Nike did not. At this time Nike has quietly bought up all the prominent position of Atlanta billboards advertise. According to executives at Nike had introduced work during the Olympic Games, Nike sponsored the national diving team swimwear, in fact, Nike does not produce swimwear, but to this end the temporary bought a factory. Indeed, sponsored by the Li Ning Company is also receiving awards won on the championship podium the eye, but many of the media confused the picture freeze beautiful moments in the athletes jumped into the water from the air, no doubt Nike prevailed. mention brand exposure, people deeper impression is Liu Xiang. In his gold medal the next day, the third day, the major media constantly replayed moment Liu Xiang, gold medal, and his feet magic of Nike shoes is carefully prepared. Nike brand exposure just a small part of all the work to maintain long-term contact with the athletes is much more important. athletes perfect planning case Nike public relations manager Li Yuan Wen original work at Nike headquarters, according to her, 16 buildings are the headquarters of the world's top athletes named. Office lobby displays photos of famous sports stars and trophies; each building on the promenade connecting walls hung with copper statue States Nike signed Players and Biography ...... "tour, visitors feel the pride of these sports is part of their life You will often see the stars move around in the office, they dine in the same restaurant with employees;.. the same gym, like family no staff asked them to autograph, "she said. Employees Nike sports marketing department to run around all day in a variety of training ground, can not wait to live together with the athletes. It is also able to identify Cheap jordans online air jordan 11 blackout for sale what Nike excellence of the important reasons. In late May 2004, Nike put Michael? Johnson go to China, then Johnson Liu Xiang feeling in good shape, so Nike boldly develop programs based on this fact. The whole event from June to begin planning to begin in late July to promote, the Chinese team to Athens 10 days ago, began to introduce advertising. In addition to advertising, Nike also designed in Sina News Liu Xiang, Liu Xiang, gold medal after 30 million people go browsing Liu Xiang's every move. While other companies are planning to make endorsements when Liu Xiang, Nike has been the first time provide a comprehensive understanding of the national audience, Liu Xiang's platform. Nike Pan Jianhua, director of the Greater China market, said this is just the opening and Liu Xiang relations. "Our long-term goal is to be able to represent Nike in 2008, Liu conveyed a voice. We are planning four years, which occur when Liu Xiang, he is not professional players, professional players can lay the league a few months. Nike must use appropriate point in time make him appear, and each occurrence has a different story. " classic Nike athletes closely when said Jordan, from 1985 and has already signed more than 20 years, 2005 Nike also go to China for the Jordan High School League champions award. In fact, many companies are also sponsoring Jordan, and consumers are very natural to think of Michael Jordan and Nike together. Pan Jianhua said that the work at Nike 10 years there is an important experience, sports business takes time. "Sport is the emotional nature of business, is that people's excitement, excitement, sadness and joy, and cultivate emotions like love, like, need to accumulate many domestic sponsorship is short-term, but this effect is almost zero, because consumers are very forgetful. If the company selected jordans on sale mens image associated with their motion, should serve as a long-term investment. "Like the company is now doing" celebrity training hall ", please world each year to China to teach the former Olympic champion, China's athletes guidance, not only a technical level, but also the level of competition mental preparation. Such a company is to maximize the use of existing resources. connotation five seconds outside of a girl in the school cafeteria to buy a piece of cake, she did throw the discus of action in the hands of the plate and threw it out, and then bite the one left in the hands of the cake. This is five seconds Nike ad campaign "at any time" in a segment, the advertising costs are very low, the concept you want to convey is: sports has been integrated into your life. What five seconds ad mean? General business tend to do their own image ad, shouted a slogan or even repeated three times, and Nike has a story. brand manager of Nike's Xu Ying in the company for three years. When it comes to brand strategy, she has been stressed that Nike is in creating and leading a culture. Xu Ying said that a few years ago no shoes Chinese culture. China is a big country clothing, it has always been a pair of shoes with a wide variety of clothes. The secret of Nike shoes to create a culture is to choose the right people to do the right thing. There were a number of children returning from abroad and ordinary people like to do some different things. Nike contact with them, to give them the performance in China. Nike shoes promote culture Another tip is to take full advantage of the power, there is a shoetalk (I'm crazy shoes) Forums Sina, users can tell the above story shoes, any brand of shoes can be discussed. consumer acceptance of the culture, to accept your brand fundamentally. Like the US or the UK football NBA has moved jordans on sale online far beyond the scope of events, a campaign has become the country's carnival activities. "NBA is a very systematic system, the entertainment, competition, factors stars any one industry contained perfect presentation in front of you." Pan Jianhua said. National High School League Nike in China has been held for several years. Last year, Nike launched the "Alliance concept" and proposed to do YouthCulture (youth culture). Xu Ying said: "There is only one basketball championship, but there are many in YouthCulture can dunk champion may be the best, the best comic strip can also be the most dazzling cheerleader ...... We started construction of the platform. Upon completion, we decided to start the promotion of culture. Only those who have the ability to influence culture to popular. We launched 'Warriors Union' last year, you want to tell the children not only need to have their own style, but also need to have an alliance behind you to help you cheer, you write articles, painting posters Shijiazhuang have a player has organized more than 1,000 people, the Internet got 5000 votes. Only a cultural identity, will have a very big effect. " Nike employees say they at the streets of Beijing to interview the children, they say, Nike really understand them. 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