20 century and the early 70s, the adidas (Adidas)Nike Shox NZ shoe company's sports shoes and sporting goods are sold in the United States, accounting for a dominant position; but later due to lack of innovation and rapid response and give the market a Nike (Nike) companies. Adidas Rise and Fall of Nike's come from behind and gave us great inspiration.
One.? Adidas's success Adidas fame due to Jesse Owens in 1936 at the Olympic Games is wearing Adidas running shoes for the German national to win an Olympic gold medal. Well known, famous athletes to wear the shoes of a company, the sale of the company's products are very favorable. It was this incident prompted the Adidas began the introduction of a new marketing strategy - namely the use of famous athletes and major sporting events the use of display products to achieve promotion. This marketing strategy has proven effective and still in use.
order to maintain and improve competitive advantage, Adidas continue to experiment with new materials and new technology, has introduced new varieties, the implementation of technological innovation and progress. For example, Adidas developed a four-nail shoes, nylon insert either end of spikes and the spikes can be pulled out, etc.; also invented a combination of the arrangement of spikes, running shoes spikes to 30 different changes so that players can adapt to indoor and outdoor, natural and artificial ground track a variety of different needs. Adidas shoes produced high quality, variety, thus influence the international sports competitions are widely used, has won a wider reputation.
order to increase production as quickly as possible, reduce costs, Adidas company to Yugoslavia, the Far East and other areas looking for low-cost, high-volume production of sports shoes factory, and a number of medium-sized enterprises in these countries signed the licensed production agreements to make them manufactured products according to the company's drawings. This saves Adidas factories and the construction of the huge expenditure on the purchase of equipment, so that the cost to maintain the proper level.
order to further expand the scale of business and win more market, Adidas shoe company also developed on the basis of the relevant sporting goods, give full play to their synergistic effects and achieve the level of product diversification. Adidas products with distinctive marks: a cut piece together three of the recognized by sports enthusiasts and consumers, in particular, these markers also makes clothing, bag, like the widely diverse types of goods. Simply put, the success of Adidas strategies include: focus on testing and development of better running shoes, technical innovation; shoes Shangwang to attract consumers and expand all aspects of production lines, even most of the production task of contract to low-cost foreign plants to reduce costs; the invention printed on all products, can be a clear sign recognizable at once, and promote product diversification; to international sports as a base for product quality testing, the use of well-known athletes and major sporting events show the use of products.
It is through the effective implementation of these strategies, Adidas made only in the footwear industry's position is insurmountable, his technology leadership, excellence, low-cost expansion, corporate image promotion strategies, are very worth learning. However, these successful strategies and not just an exclusive Adidas, he was very easy to follow, when there are many other shoe companies are applying these strategies, and Nike is one very good application a company, and on this basis, be innovative, to take away from the hands of the Adidas footwear industry leading position.
II.? The failure of Adidas and Nike, the rise of the failure of Adidas and Nike at the time of the rise and changes in the external environment are inextricably linked. 70 years from the beginning of the 20th century, sports shoes a school of prosperity. People are increasingly concerned about their health, millions of people who did not participate in physical exercise at this time also began to look for training methods. Throughout the 70's, people who insist on walking day by day. 1972 Munich Olympics sounded the clarion call hot running exercise. To the late 70s, about 2500 to 3000 million Americans insist on walking, there are 1000 people wear shoes at home or take to the streets, every young man has a 6 to 10 pairs of running shoes. Associated with the running shoe market of new magazine after another, increasing circulation, such as Changes in the environment for the industry to provide new development opportunities.
new business development opportunities to the industry in almost every enterprise has been providing amazing earnings growth. However, it is the benefits of this growth on the surface Adidas masked the decline in market share, Adidas opened a prelude to failure.
First, Adidas easily into the industry in which a lack of vigilance. As we all know, sports goods industry, start-up capital required for a relatively small, the industry is relatively low barriers to entry. Usually in such an industry, a market leader position in the company must always be vigilant, otherwise the market leader in the road ahead will be very easy to miss the opportunity to decline for the second or third position of the company. Indeed, both in technology or the cost of investment in the factory, the Adidas company are not sufficient to completely prevent other companies to enter the field. However, Adidas has failed to intervene on a large number of such products (especially in the growing market demand in the case of geometric series) to take effective countermeasures. Strengthen the promotion work, the introduction of new products, strengthen research and development, the elaboration of pricing strategies, expanding distribution network, so these may not stop the competitors, but they can give intruders to crack down, to bring to life. Unfortunately, Adidas was ignored Second, Adidas sports shoes, underestimated the growth of the market, there is a serious mistake. Rapid growth of the original demand, the company swords and guns in storage, horses Nanshan, off guard. In the meantime, industry leaders will be substantial growth in sales, which masks the rapid growth of the sales decline in its market share decline in market position and growing, but also the mood to breed complacency . Adidas did not realize that along with the simple growth of total market share may be reduced. At a time when competitors are actively attacking the industry leader through the misappropriation of the interests of the leading means of gradually improve their status. Third, the face of rapid growth of the market, Adidas dynamic of lack of product innovation, new to the market of sports shoes and footwear innovation competition unknowingly be left behind until it is resistant to grams far left behind the company when a rude awakening.
Nike Tiger from the distribution of sports shoes in Japan started, until 1972 to start their own invention and manufacture of sports shoes, the name unique markings. Nike to pay attention to absorb the initial success of the company strategy Adidas experience and flourish, mainly in the following points: First, the use of major events, famous athletes in advertising. In 1972, Eugene, Oregon, during the Olympic qualifier, Nike shoes debut in the race, be persuaded to use this new pair of shoes to marathon runner in fourth place seventh, while wearing Adidas Athletes shoes were the top three in qualifying, so the effect of Nike's advertising is also widely. Second, in imitation of the same time focus on technological innovation, created their own unique products. All along, the Nike company to Adidas products as a model for imitation. In 1975, Nike invented a new type of shoe, that is, in a waffle-style soles fitted with small rubber nails,Nike Tn Chaussures, make this flexible soles popular than the other shoes on the market flexibility are strong. This looks very simple product improvements, became the starting point for the cause of Nike. To the late 70s, Nike's research and development sector employs about 100 researchers. The company produced 140 different styles of products, some products on the market the most innovative style, the most advanced technology, and based on different foot type, weight, running speed, training programs, gender and level of technology and design. Early 1979, Nike has introduced a revolutionary wind Brand sports shoes, sports shoes and called the New World. Wind card is a Rockwell International's aerospace engineers to develop the former, the sole pad of polyurethane plastic bag of the gas chamber, for enhanced flexibility. So we said, to promote the Nike in the U.S. market into the forefront of the main marketing strategy is not innovative, but the imitation, imitation who defeated the inventor. Nike shoes as well in research and development of new styles a leader in the footwear industry, which has been at the forefront of technological development.
third, to implement low-cost expansion strategy. Nike to make the task of contract factories in Asia where labor is cheap, so greatly reduces the manufacturing costs and improve the enterprise's core competitiveness. 85% of Nike shoes in 20 different overseas countries and regions in production and 15% in New Hampshire and Maine in the Nike shoe production. To the late 70s and early 80s, sharp increase in demand for Nike shoes, in more than 8,000 department stores, sporting goods stores, sports shoe store, 60% of Nike shoes, a large order. Nike shoes often have to wait until 6 months after delivery, there has been in short supply situation. This gives Nike production plans, lower inventory costs to provide the opportunities.
Fourth, the timely advance of product diversification. When the athletic shoe industry has matured, no longer have the rapid development in previous years, Nike has begun to shift business shoes, apparel and sports bags, etc. These products have tremendous potential for development. To the end of 1980, sales of basketball shoes accounted for 24% of total sales, tennis shoes, badminton shoes sales accounted for 18%. Diversification for enterprises to win greater market share and more profits.
After less than 10 years, beat rival Nike emerged as a new generation of footwear overlord.
III.? Adidas and Nike strategic analysis of market competition Nike was able to slightly better, is that its ability to identify opportunities to seize and hold on the offensive. The success of Nike, Adidas is not so much mistakes, as that is its pride.
As mentioned earlier, Adidas's marketing strategy is nothing more than insist on leading technology, low-cost expansion, a unique corporate image recognition system, using big stars of international competition and the effects of advertising, product diversification, anti- grams of the company's marketing strategy also did not have much maverick in many ways it is followed decades of Adidas footwear industry recognized set up a successful example. But Nike has long been proven to use these business skills can be described as easier, than any of its rivals, Adidas and even the use of better and more offensive. One of the most significant, with the largest difference between Adidas has the following three points:
First, the virtual business. Due to different types of market demand,Grossiste Nike Chaussures, the demand for many varieties of special and smaller models, and if by their own production, the production cost of Nike is bound to rise, and Nike put the focus mainly on design, the specific production is contracted out to low labor cost countries and regions of the manufacturers,Wholesale Nike Shoes, thereby reducing production costs and clear general economic enterprises are likely to encounter obstacles.
Second, the imitation strategy.
Many people believe that business strategy is a very determined not an easy task, but very risky. And Nike is in many ways mimic the success of Adidas business strategy, and therefore robust, high probability of success. This strategy has a reference for many businesses. Nike is a key factor in the success of effective follow suit. Of course, the line must be carefully followed. Marketing strategy should be followed is the most effective, significant achievements in the history of the strategy. On the running shoes market, Adidas has long been practiced in market strategy, the production of various types of shoes, in major sports competitions for athletes wear with company logo products, and continuously upgrading the product - this almost can not change the market strategy, all the running shoe manufacturers have followed this same strategy - only Nike do better Bale.
on a company to follow the example of the development effort under his own personality. Manufacturing and others to follow does not mean exactly the same product. Only those successful decision-making, standards and should emulate the real behavior. In addition, we must fully develop their own distinctive personality traits and markers, and to seize new opportunities to establish good at organization and management. These Nike are doing very well.
Third, low-cost premise to differentiate and guide the market demand.
full potential by Nike to produce a wider variety of products adidas company, opened a shoe-type mix of precedent. Production range is too wide may appear a lot of trouble, it may be due to excessive production areas at the expense of production efficiency, the model range, the minimum for each product, the general production costs would increase. But Nike is not a big problem for. Production of shoes, most of the tasks contracted out - about 85% of the contract to foreign factories, most factories in the Far East. Because many foreign plants in accordance with the contract manufacturing of some products, therefore, a small amount of various products of Nike, Inc. is an insignificant economic obstacles. By providing different styles, different prices and multi-purpose products, attracting a wide range of Nike runners, Nike is that they feel provides the most complete variety of running shoes manufacturer. Millions of different forms of runners of all abilities have this idea that in a rapidly developing industry, is a very attractive image. Moreover, the rapid expansion of the market, the Nike company to its wide variety of products to develop the most broad level. It can work to sell shoes retailers, such as department stores and shoe stores, they can continue to do business with the specialty running shoe store. Even as the company can supply various types and styles of shoes - available in different types of the same type of shoe stores, which have their proper place, enjoyable.
IV. Adidas to rise again?
Adidas failure is inevitable, he could not fully understand the changes in the surrounding environment, complacency, complacent, so even without Nike, there will be other challenges as well as the company's leadership to replace him. Past, is past, Adidas, not brilliant. If I were (from the point of view of this case, it should be in the 20th century, early 80s) successor, general manager of Adidas, Adidas make the re-expansion of the market, restoring force Sheng year, I think it should promote the following three aspects:
First, change the share structure, reconstruction of Adidas. As we all know, the nature of Adidas is a strong family of companies, even in its earliest days the early stages of development, the role of the family approach is obvious and undeniable. But after decades of development, Adidas has all over the world, so the concept of the family should gradually be diluted, the international image of the shares should be set to internal organs through the realignment of the Group shape a more generous, more international corporate image, which is a great benefit to sporting goods company. Second, the implementation of new marketing strategies, product refinement, market segmentation. Adidas Pure Products in accordance with the original, that sports footwear, sports clothing, etc., the proposed classification change by sports such as football, basketball, tennis, running, outdoor sports and training and so on. In this way, as they face the Adidas brand consumers and these consumers are an important part of the prior designation confirmed down. The movement associated with this game, sports groups and athletes, there are many viewers would be psychologically easier to accept Adidas, Adidas faster so that better adapt to the user's shopping needs and desires . Third, a comprehensive advertising campaigns. The year is through imitation Adidas Nike's advertising and marketing strategy for success, and now Adidas is still the advantage back to from here. Do we want to make more credible and provocative advertising: 1) introduction of brand-name series, coverage from football to racing, from tennis to basketball and other comprehensive development; 2) wheel of time playing war launched wave after wave of successive strengthen the consumer; 3) focus on advertising aimed at 12 to 20-year-old age groups of consumers, the future, win the future markets. Changing market situation, the continuous influx of competitors, consumer tastes constantly updated, the ultimate winner is not known exactly. Only keep a clear mind, adhere to the times, grasp the global macro strategy, to always maintain the competitive advantage that after a century stand that does not weaken the international business of the forest.
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