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Nike is the predecessor of the Blue Ribbon shoe company founded in 1964.
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In 1972, Blue Ribbon renamed Nike.
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In 1975, in order to reduce production costs,
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Nike Japan's production lines to the lower labor costs in Korea and Taiwan,
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10 years, the rapid rise in the United States,
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the annual turnover of the mid-1980s, Nike more than 3.7 billion US dollars,
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occupying more than half of the US athletic shoe market;
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1999 Nike sales have reached $ 9.5 billion,
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into the "Fortune" 500 ranks over the original with the industry's leading brands Adidas,
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Reebok, known to the world for nearly 20 years successful consumer goods companies.
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And in Beaverton, Oregon, Nike headquarters four-story,
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but not seen a pair of shoes.
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Employees only busy doing two things:
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one thing is to build a global marketing network,
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the other thing is to manage its worldwide company.
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Not a production equipment, Nike created a worldwide empire.
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This is the essence of Nike's business model virtual business.
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Phil Knight (Phil Knight) is a legend.
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In 1972, he founded Nike (Nike),
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and quickly to build the global sporting goods industry leading brands.
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More importantly, the Knight in the 1980s to implement the "asset light operating" mode,
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has now become the world's sporting goods business mainstream business model.
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Even those who have a centuries-old tradition of sports brand,
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but also have to choose the "Nike" Survival mode,
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However, during the first decade,
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In the southeast coast of Jinjiang City,
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As Phil Knight said, the competition in the global sporting goods industry growing convergence in the "Nike model."
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This means that, beyond Nike will become increasingly difficult.
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This case through the "Nike model" and Anta company's development strategy analysis,
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Nike's "asset light operating" mode so-called "asset light operating" mode,
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As a result, due to the Nike company for order situation well known,
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that is, the product manufacturing and retail distribution operations outsourcing,
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its design is focused on the development and marketing services;
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marketing products mainly used celebrity endorsements and advertising approach.
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"Asset light operating" mode can reduce the company's capital investment,
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especially in the field of production and a lot of investment in fixed assets,
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in order to improve the return on capital.
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Nike in the early 1980s and began implementing the "asset light operating" mode,
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was when the peak of the global shift of manufacturing to developing countries.
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In the US market, the sport began to shift the mass market product from a professional athlete.
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Nike retail business must require 6-8 months in advance to book 80% of the total purchase amount,
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Nike captures the rhythm of the market changes,
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relying on "asset light operating" mode changes the US athletic footwear market,
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the traditional business model.
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Nike rely on "asset light operating" mode,
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to better integrate the two ends of the chain, the core content include:
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Nike, the company set up R & D R & D lab in 1980,
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Nike's R & D labs by biochemical and physiological studies experts,
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Nike's most willing to do, to do the most good is to train the stars of tomorrow.
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and with international versions of Nike ads on each table a time;
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from the 27th, all put Liu Xiang Nike ad;
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people are not impressed by the vision and courage of Nike .
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In fact, Nike sells shoes, business is emotion.
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Nike in the minds of Chinese consumers is the coolest sport brands.
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Nike aired personalized, creative, dynamic,
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vibrant and recreational values ??such as consumers became very positive and willing to accept a cultural experience.
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Increase brand connotation Nike more value-added products,
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Nike expensive than high threshold,
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To some extent, Nike is a symbol of popular culture,
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consumers of cultural identity refuge points.
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Nike's global operations dimensional marketing is also very clever marketing gimmick:
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Logo Swoosh (meaning "whizzed"), is printed on all Nike products,
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allowing consumers to immediately recognizable clearly marked.
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Nike people have unlimited reverie traditional advertising;
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to build a basketball court in the inland cities;
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the entire middle school donated Nike products,
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Perhaps we now remember, use the Nike brand to invest in retail trade
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These two seemingly unrelated and shoe initiatives,
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while filling the Nike closer to the consumer,
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not only beneficial to occupy the market share, but also to maintain a high-end price.
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As a result of all this,
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Nike gained unprecedented good market.
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Brand strength and market resources,
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OEM manufacturers what hard to find,
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and finally the excess profits will still flow to Nike.
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Today, Nike's advertising has entered the subway, eye-catching,
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So, it was the Nike founder,
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In fact, both Picasso or Knight,
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to start a business if it's virtual business must have its own characteristics of the place,
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so have their own advantages, the advantage in this premise,
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to a collection of critical resources quickly,
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is worth mentioning exclusive resources on the business itself must have a core basis
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Nike culture of personality (a) the company culture of personality "Sports, performances,
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free and easy freedom of sportsmanship" is the pursuit of personalized Nike's corporate culture.
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This has a distinct feature of the corporate culture from the traditional concept of corporate image,
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Nate casually collected some track and field star and sports fans of the idea to write in the article,
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their minds have a common goal: to defeat Adidas,
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As the company's founder,
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a professional middle and long distance team,
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his passion for sports is worn away.
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Later, when he was in Poland five years pricewaterhouse accountant, his business sense is nurtured at that time.
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Typical legendary Oregon track coach who Piel ? Bauer, always gave his star athlete made running shoes.
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And pricewaterhouse gave inspiration was "the most basic principles of business conduct."
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Nike's history is a process of continuous dialogue between these two tenets,
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is a personal struggle spirit athletes and business constraints coordination process.
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Knight and Bowerman co-founded Blue Ribbon began
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it began to design shoes with the company trademark and manufactured in Asia.
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At that time, the US athletic shoe market dominance is Adidas, Puma and Tiger.
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Early 1970s, jogging heat gradually rise,
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millions of people began to wear sports shoes,
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These different styles, different prices and multi-purpose products,
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attracting tens of thousands of runners and make them feel Nike is to provide the most complete variety of running shoes manufacturer,
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millions all kinds, of all abilities Runners have the notion that in a growing industry is a very attractive image.
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Against the never-ending corporate philosophy,
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1979 Nike through planning and a strong market for new products to sell,
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the market share of 33%, and finally squeezed into the original Adidas,
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Puma and Tiger built "iron triangle" become a sales star.
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By 1981, its market share even reached 50 percent,
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Nike is adventurous pioneering companies in the verdant Oregon company is located,
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has bred a deliberate design culture, Nike has a veteran manager recalls:
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It was like in an environment full of hand,
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foot and brotherhood the work with colleagues happy to drink,
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stop talking about sports and active and self-proclaimed anti-traditional character.
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Every six months, the Knight of the management team should meet and discuss strategy.
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The noisy row in the party as "tit for tat" with.
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Knight always encourage confrontation, or even encourage confrontation,
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and he, like everyone else, to accept other people's loud accusations.
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Nike corporate location, like the campus, like forests,
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jogging trails, lakes, football field.
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Knight hopes to create a peaceful working environment, he believes the world has confused enough,
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working time should be as free as the home.
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Nike distinct corporate culture, attracting a large number of young people,
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40% of Nike employees less than 30 years old,
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As a result, companies work together to develop a variety of shoes,
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products perfect shape and vibrant image of the company's strategic objectives.
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Knight believes that mimic the ability of young people strong,
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the brand is also very sensitive to the campus wearing the star often become the object of imitation,
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they must be able to attract the national number many people to imitate.
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Was the greatest world-class stars,
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red man Nike Jordan excellent grasp of the unique ethos,
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Nike by sponsoring the "first night",
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Nike and most importantly, there is a potential market in Europe and Japan,
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Many analysts believe that Nike has fallen to the lowest valley,
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While still lagging behind the profits of the financial year 1992,
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The summer months a little better order situation has occurred, the new models
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how can we achieve these goals,
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Knight enigmatic yet withdrawn. To achieve the company's goals,
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Knight has no say in consecutive months Nike's daily affairs.
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In order to cope with the company's current intractable situation,
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Knight once again participate in corporate decision-making.
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This new appointment by the widespread support across the company.
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It affirmed Clark as a means to strengthen the communication links,
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eclectic talent, but also for the Nike "laggards" put up a big stage full cast.
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But this new strategy requires the full cooperation of all departments Nike.
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Clark mentioned that Nike makes more smooth communication channels and speed up decision-making is not enough to do.
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Sporting spirit and build a Nike commercial spirit,
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When Knight started Nike just a nobody,
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His recipe for success: first love sports,
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He is easily excited and calm person.
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