Li Ning 2

 Being carved up by Nike and Adidas sportswear market, an unexpected one challenger, it is Ande Ma. It captures the essence of the industry in high-performance sportswear market tight, with 70% of the market rate, far outstripped Nike and Adidas, one year to take away a quarter of the market, American football shoes. In the past three years, its sales and profits increased by 78% and doubled. stock price performance than Nike, Nike has been on Wall Street as the next. sportswear industry, what is the secret of success? struggling to survive in the sportswear giant's largest business and industry What is the difference? The answer is the proposed nature of sportswear industry, m ; contact sport. years, sports apparel has been Nike or Adidas divided these industry giants, but this time, actually emerged a challenger. It is called An Dema (Under Armour).
sports apparel industry is a huge market, global brand sportswear market value over 60 billion U.S. dollars, while the market is just the value of sports shoes as much as 20 billion U.S. dollars. 10%. and this market is dominated by a new rise of Ande Ma.
Ande Ma in 1996 by the American football player Kevin b Planck founded in the United States, the main production and sales of functional sportswear and related products.
tight in the high-performance sportswear market, Ande Ma to 70% far outstripped the market share of only 14% and 16% of Nike's other competitors. From 2001 to 2005, An Dema's annual sales soared from $ 20,000,000 to $ 280,000,000. In the past three years, Ande Ma, respectively, in sales and profits surged by 78% and doubled.
in quarterly earnings growth, Ande Ma to 63% growth far exceeded the growth of only 7.6% of Nike; in gross margin growth, Ande Ma also slightly better than 49%, 44% of Nike.
Safety Dema Nasdaq continues to outpace the average price level, from November 18, 2005 listed $ 25.3, up to the September 22, 2006 of $ 41.25, 63% growth rate. And Nike's stock has been hovering In average, the prospect that investors are confident Ande Ma. U.S. Wachovia (Wachovia) Securities bluntly: Ande Ma may be the next Nike! (magazine subscription phone,, 33002120)
nature of the industry: What is the nature of the industry?
outsourcing of production processes as general industry, apparel industry is very difficult to rely solely on low-cost or technology to win.
Taiwan-funded enterprises in Dongguan Yue Yuen Industrial, the global brand campaign accounted for Footwear manufacturing 17% market share, which OEM's brands include Nike, Adidas, Reebok, New Balance, Puma, Timberland and so on. In 2002, 25% of Nike sports shoes by Yue Yuen Industrial Production.
This shows that the cost of moving product manufacturing and production technology gap difference is not too far away, as long as liquidity, any business can make Yuyuan Cheng package production orders, create their own brand of sports shoes. (clothes, and how the consumers are willing to pay different prices to buy?
first question to ask, why wear sportswear consumers? We conclude for three reasons: the actual needs, comfort and contact the spirit.
actual need to refer to sports enthusiasts and athletes in the exercise, practice or game wearing apparel, basic needs. limited number of these people, these customers can not only attach importance to expanding the market.
second is comfort. do not do sports who would normally wear sportswear, access to unfettered feeling. but there are many choices can wear comfortable, stay in this market to face competition.
Third, because consumers want to spirit of sports-related links to itself. do people wear sportswear sports can become viable after, to escape a sense of movement and physical contact on the United States themselves.
these people want to in touch with themselves and their sport, the market potential than the first two are relatively much larger, but also relatively easy to differentiate. because everyone more or less there will be a certain degree of their illusions, the illusion of each are different, sportswear manufacturers will be able to follow their hearts desire to create the concept of different sports, sports brand interpretation.
obviously different to do, and other sportswear to be the person from wearing apparel mental departure, will contact them on the sport sportswear. (contact, namely: In view of this, think of yourself wearing the apparel, motor performance will increase, so willing to pay high prices to buy sportswear.
behavior of the association, who is popular to wear sportswear, with athletes who want to characteristics and positive sportsmanship.
athletes and sports people who love what nature? such as David Beckham as England captain on the pitch when the heroic, the impression that he is very cool; Liu Xiang even have a 110-meter World record holder bar, but also constantly challenge your own personal records, showing a spirit of transcending oneself.
ordinary people want to look for dynamic, wish I could have shown the temperament of players, so would choose to wear the symbolic sportswear. (What can rely on to explore and achieve this state it?
sportswear company we think should be the first to do the following steps: The first step is the nature of . This layer is the foundation, because without the physical, it can not evolve to improve athletic performance and practical nature of the industry.
good will after the first step further, apparel to help the wearer ;. Movement performance sportswear, so that enterprises can not stand out because, as previously said, the actual manufacturing processes can be outsourced to enhance sport performance technology is very easily imitated. to make your business unique, To further certainly, the product contact sport, that is what we call nature of the industry.
because the nature of the industry can not possibly meet, that are done, we can use a pyramid to describe the nature sportswear industry. pyramid The first layer is the most basic The second layer, and then re-differentiate With the third layer, to make himself stand out sportswear.
Throughout the sportswear industry success stories, such as Nike, Adidas and other companies in the corporate strategy , we find that many are against the proposed nature of the industry. Even as emerging companies like Ande Ma, also with the nature of the strategy for the industry to break loose. (magazine subscription phone,, 33002120)
the following, we selected four representative to analyze the corporate strategy.
strategy of a virtual management: Why Sportswear Outsourcing?
outsourcing the production of sportswear companies What special meaning does?
in 1991, the American scholar Roger b Nagel proposed a corporate strategy, advocates a business activities, to play the most efficient companies with limited resources, this strategy he called using virtual business, you must first identify the actual situation of many business activities, and an important way to distinguish the actual situation, is to first understand the business value of the product to consumers.
sportswear you ever thought what you value? well-known sports psychologist David Lewis studies confirm b: to wear sportswear aesthetic self-evaluation to improve and enhance the vitality; If you like the body of sportswear, will also enhance your workout.
from the above study result, we can conclude that consumers in sportswear on the value of two different levels, namely, effect of the real vitality and the pursuit of sports, and the second layer of the pyramid nature of the industry to enhance athletic performance that corresponds to m; and contact sport.
original, valued by consumers to buy sportswear is a pyramid on top of two layers, then the sportswear business to succeed, they must rely on the advantages of both. (Mode magazine, subscriptions telephone,, 33002120)
What is the nature of virtual business and industry contact?
in the end, through which business activities can effectively achieve the above advantage? the original, marketing second floor is also a prelude to the nature of the industry. and excellent marketing, the brand consumers think of the spirit to think of a certain sport, in the profound links between the two.
can be seen, the product design and marketing should be summed up as This is:
Nike appearance, it will associate spokesman Michael b Jordan. These two associations is the consumer product design and marketing by the establishment.
However, not many consumers concerned about the Jordan family of origin or production process, which to explain how to produce sports goods and do not affect the value of products to consumers, and the enterprise resource investment in production equipment, these entities, but also not directly to consumers to the Nike and the positive value of the link. (Chi full years since the production companies to Japan and Western Europe; to 80 years, its production is further outsourced to South Korea, China Taiwan, China and India; in 90 years, Nike is committed to developing Southeast Asian origin.
to 90, for example, the production in 1990 accounted for over half of South Korea, but almost zero in 1999. However, in the emerging low-cost producing area such as Vietnam, the output is increased. shows that the cost of production changes on the global Nike reaction quickly.
fact, Nike was the first one of complete outsourcing of production, the implementation of this strategy not only greatly reduce the cost, but also to save resources for exceptional brands and excellent design.
by Nike This means outsourcing to organizations with limited resources from the production (solid) to the design and marketing (imaginary). in the implementation of the strategy under the Nike does in the minds of consumers to establish a strong brand image, reach the top of the pyramid.
have confirmed the success of Nike, , a magazine about business models, subscription phone,, 33002120)
strategy b product design
virtual business, the business quickly boarded the The second layer is more robust? The answer is that good .
Nike Air shoes, Nike's sales champion of many products, this product is the second layer of the pyramid of success and what contact it?
Nike Air, is actually a set in the shoes of the end and the outer end of a shock cushion between athletes and tread on the ground every step of the foot can reduce the impact force to bear to protect the players feet.
order to enhance the performance of athletes, Nike Air development never stopped, from the earliest embedded cushion shoes, has been developed to the latest column shoes, each new product has its unique features, players can play the expertise to help athletes perform more perfect.
In 1985, Nike and basketball star Michael Jordan signed b the introduction of leading edge technology in running shoes has been highest in the field of leadership.
1994 年 to 1997 market share from the point of view, multi-function Nike running shoes and sportswear, increased rapidly from 23% to 35%; Adi Das has been low, only 10% to 12%; Reebok even less optimistic about the situation, from 18% to 15%. Thus, the consumer identify with the actions to enhance the athlete Nike attention to the practice of Nike also with actions that can make the athletes perform better. (Firmly hold the second layer of the pyramid do?
Adidas developed a a short nail into the bottom screw into the shoes, to ensure control of the players on the shoes ability to effectively slip grip strong.
wearing new football boots that the German team won the 1954 World Cup. In addition, 1974 held in West Germany in the World Cup, 80% of the players have played selected Adidas soccer shoes, Adidas when we can see the power in world football.
in 1998 World Cup in France, the French team is by virtue of Adidas soccer shoes, super level of play, beat master won the championship. While winning many reasons, but the athletes that make them Adidas spikes beyond their most important, consumers that the product has helped the team win. (closely followed by the threat of giants, but also depends on its tight-fitting sportswear to satisfy the characteristics of the second layer pyramid.
An Dema to micro-fiber (Microfiber) made to improve athletic performance sportswear, products dry, cool and light .
Ande Ma introduced a different series are the clothes, the function, in line with the environment. like hot clothing line of clothing can speed up the heat, cold clothing line of clothing to keep warm and dry, seasonal clothing lines can be kept dry and cool. athletes wear these tight clothes and exercise in any climate , can play the highest level.
An Dema different functions of the product design, thorough development of tight-fitting clothing industry, the purpose is to improve the performance of different athletes, so that they could give full play to the level of .2001 to 2005 , tight-fitting sportswear rapid growth in sales, up from the initial 20 million U.S. dollars to 2.8 billion U.S. dollars, 5 years, the growth rate of more than 10 times. shows consumers are convinced that the tight-fitting clothes to wear An Dema that their performance better, the professional image of Ande Ma cast a vote of confidence. (When the performance of athletes, products, and athletes will have a delicate relationship between. This can be psychological, his dog to do an interesting and well-known experimental and developed, when he won the Nobel Prize thus.
experiment is this: the dog that food (unconditional stimulus), will salivation (unconditional response). but hear the bell (neutral stimulus), but not drooling. Every time the dogs when Pavlov bell before they eat (an unconditional stimulus accompanied with a neutral stimulus repeatedly appear), Over time, when the dog heard the bell, even if not give it food, will secrete saliva, apparently the dog has ring contact with food production.
simply, if there are two things in time or space, often accompanied by emergence, then we will link them. We can take the dog and the experimental application of the product links on the performance of athletes, to use Michael Jordan and Nike Air shoes b to an example: in the absence of contact arise, consumers see Michael b Jordan (unconditional stimulus), would think of his excellence on the basketball court (unconditional response). but to see Nike Air shoes (neutral stimulus) b Michael Jordan would not think of excellence on the basketball court . (accompanied at all), the passage of time, when consumers see the Nike Air shoes, even without Michael Jordan b there, will think of his excellence on the basketball court, it is clear consumers have Nike Air Jordan shoes and the excellent Michael b performance have contact.
athletes continue to wear the same brand of products and competition in public appears, in a self-learning process, the consumer products and players will naturally have the skills to link technology and outstanding performance. < br> Whether Nike, Adidas, or Ande Ma are constantly working on new technologies designed to enhance the performance of athletes over, expected product performance and athletes have excellent links, so that products are no longer just a kind, not mediocre, and no longer remain in the nature of our industry, the bottom of the pyramid.
In addition, product development and continuous improvement so that athletes in the most favorable circumstances the level of their play, This is the sportswear industry would have the most original, most basic purposes. Again, this is the top board the nature of the industry pyramid, an integral part of the process.
consolidated nature of the industry as the second layer of the pyramid m sports performance, magazine subscription phone,, 33002120)
three marketing strategy , to do nature of the industry m > Nike spokesman spokesmen
famous soccer star Ronaldo, generation of basketball king Michael b Jordan, at the 2004 Athens Olympic track and field star Liu Xiang shocked the world, and excellent golfer Tiger b Wu hereby so on. The Adidas spokesman also important in the industry, there is an American professional basketball star Tracy McGrady, the Australian swimmer Ian Thorpe b, b track and field, Maurice Green, trapeze, and the world-famous soccer star David Beckham.
hosts to these celebrities to endorse their products, the value of money. But why industry giants will still be a choice? because of countless athletes all over the world, to break some success, is not easy. They efforts paid off, fall and they can get up. Enterprises are convinced that only the most famous of these industries to find people to speak, the spirit of the movement can be linked with the product.
However, ability of ordinary people, their sport is shown. (a basketball player, youth, who were accused of Technology basketball team out of bad. but he did not reduce the love of basketball, never give up attitude in the end were under appreciated, to show its mettle on the basketball court, backwards jumper, flying slam dunks, amazing game. led the Bulls won six championships.
recent years, with age, Jordan dropped a lot of physical strength, but he still fought hard in the field, the team just want to belong can make the playoffs, this love of sport competition and admirable.
when Jordan felt his life story so that consumers never admit defeat, campaign loves the spirit of competition, his endorsement of Nike Air shoes to the spirit of his movement and equated. (Battle tournament in Argentina, Beckham was ejected for kicking and become lost sinners, some experts think he will disappear from English football, but his actions prove himself. Battle of the new season opener Leicester City Team in the last minute, his trademark free kick Manchester United team to avoid defeat at home. seen him in the face of criticism and pressure is still not giving up. then he led Manchester United to win the championship many times.
Beckham Farm repeatedly been accused of selling the image of more than technology, but he still doubled efforts to actively improve their own shortcomings, was eventually nominated as give up the pursuit of excellence and a positive spirit of self-improvement, his endorsement of Adidas soccer shoes, and also with the spirit of this movement. (br> Thorpe story:
Thorpe learned to swim at age 8, even though chlorine taste sensitivity, .15-year-old insisted the World Swimming Championships in Perth, won the 400-meter freestyle gold medal, becoming the youngest world swimming champion. Thorpe broke 21 world records were also broken in a few days to create a world record of achievements in three. but he did not stop, still continue to challenge even more long-distance swimming competition, the pursuit of a higher level of competition .
a result, consumers see is the challenge of their own, beyond the self and the constant pursuit of higher competitive level of Thorpe. Yinsuo Pu Adidas endorsement, which has the spirit of his movement. (Fu Chi In 1996 Amateur Championship since Tiger Woods b swept through the golf world, and achieved remarkable 38 PGA Tour titles. Tiger Woods b a striking distance, solid short game and putting skills, He almost subversive attack strategy golf, never admit defeat, often in the reversal of the situation from behind to win.
from the top of the story, consumers see is Tiger Woods break his b, continuous improvement and Wing admit defeat, and his endorsement of Nike Golf products are natural to the spirit of his movement and contact with the. (proved that when the product is continuously and combined with outstanding athletes, the athlete comes out of charm, excellent performance and sportsmanship, and their endorsement of the product will be contacted. At this point, consumers will be Lenovo, perhaps wearing Nike Air shoes , the performance will be as good as Michael Jordan, wearing Adidas swimwear, swim like Ian Thorpe will be as fast as the other.

Nike and Adidas slogan tells us that the power of the slogan is not less than the spokesperson. When the grams of the ad, when they heard these slogans, consumers think of them. However, these slogans are associated with how and the sporting spirit?
First of all, Just Do It links the spirit. We are the three ads by Nike, to illustrate this connection. (A wheelchair athlete, won the ball in the basketball court and retaining the ball, with the Just Do It, let the audience see, even with a disability can still release the potential energy, and differently from anyone else, is the sport brought out.
Advertising Second: In the silent scene, the ordinary people jogging in the dull, last seen Just Do It slogan. boring jogging is our life situation, Just Do It asked the audience to act, not to potential life buried in the plain, the release of out, to realize a dream.
Advertising III: slow microscope Michael Jordan off the free throw line, challenging the gravity of the situation, perfectly performed slam dunk action. Jordan's performance surprised many the audience, because potential outbreak, people around the world have felt to challenge the limits of human possibility.
Nike ads continuously through the the ability to just release it, with the potential to fulfill our dream of hearts desire. In this way, the spirit of the equivalent of the Nike sport m , also practice the nature of the industry. (Contact the football field Advertising II: a group of children and international soccer star playing football, but also organized to direct them. This possible? Adidas told the audience, this is definitely possible, as long as the age limit beyond.
Advertising c: a group of self-confidence of the Chinese women football players, women's soccer team in a foreign country before the show great footwork, posture assumed challenge. It can not it? Some people think that the Chinese football team as foreign teams, but told the audience Adidas , as long as beyond the boundaries of nationality and gender, the same par with the top teams.
Adidas through advertising, the have the ability to self-transcendence. Whether beyond the limits of space, beyond the boundaries of age, or beyond the boundaries of nationality and gender, as long as willing to act, beyond any boundaries, nothing is impossible. In this way, the Adidas the spirit of the spirit of the movement is equivalent to m )
business through advertising and marketing slogans such methods, encouraging the consumer sentiment, I believe that as long as the use of the company's products, you can get the fringe of the sport. At this point, consumers are no longer needed an ordinary product, but to a desire to meet their dream, can enhance the performance of the external and internal magic products. As long as consumers immersed in this fantasy scenario, in order to further achieve fantasy, even if they do not need the product , also have a desire.
seen, the use of product design, nature of the industry can do the second layer of m climbing on the Every year, Americans spend 38 billion U.S. dollars to buy sportswear, but the links to other elements of industry is expanding sportswear industry know-how.
a major focus of business clothing, fashion, Nike and Adidas into the fashion element is what the brand.
See examples m the first Nike basketball shoes.
in the 80's, the United States ...