Nike Teaches You How To Win And Maintain Advantages In Competition.

One morning, he saw the shape of the Pyramid on the iron mould of the waffle waffle. He poured carbamate into the baking pan and put the brown knots on Tiger.

On the sole of the shoe, try to find his students.

After running for five minutes, the lumps disappeared and he took away his shoes and said he had much work to do.

After that, he replaced the rubber of truck tires and pressed them into sole with moulds. Rubber shoes were also attached to the edges to strengthen the side support, and the vamp was changed from Tiger upper to nylon nylon upper from Japan.

Bowerman, founder of the blue ribbon sports company, applied for a patent, calling such shoes "Waffle Trainer" (waffle training shoes), and his employee had a better official name.

It means the goddess of victory in Greek mythology.

Bowerman is a different coach. Apart from his love of running, he is also very keen on repairing and improving running shoes.

Dealing with athletes throughout the day gives them more conditions to improve their running shoes according to the feedback of athletes.

Not only that, he also drank salt and sugar in his tea, drinking it to his athletes, because he believed that when athletes exercise, water, salt and minerals are flowing out.

Nike's predecessor, the blue ribbon sports company, was founded by coach Bill Bowerman and Phil NAT, a student of Oregon long distance running team. Bowerman's other students are their core members.

They firmly believe that technical expertise can give runners better running shoes.

Following the introduction of the earliest waffle training shoes, Bauer constantly improved his products, purchased rubber from pustar stone, and added elastic insoles to raise heels.

In 1978, Nike also introduced the technology of NASA engineer, putting the polyurethane air bag filled with compressed air into the heel, which can provide more cushioning. This shoe is called "Tailwind" (Shun Feng).

In 1987, Nike changed the built in air cushion into a visual air cushion, named "Air Max".

Subsequently, Nike introduced this design to the design of basketball shoes to relieve the impact of basketball players and basketball lovers on their feet.

In 2013, Nike's latest innovation in running shoes was Flyknit, which was made of polyester yarn and formed by digital braiding machine. It had no stitching, breathable, flexible and light.

In June 30, 2016, after his resignation as chairman of the board, knight took over Mark Parke, who was also an footwear designer.

In the early days, Bowerman, a coach, and NAT, a sportsman from the athletes, identified the target group as professional athletes and serious amateur athletes, because the original intention of the two people was to make better running shoes to help athletes achieve better results.

Naturally, the marketing strategy is to let excellent athletes wear Nike running shoes to participate in marathon races everywhere.

However, excellent technical reputation has been welcomed by athletes, but little attention has been attracted to the mass market.

Until Nike was keenly aware of the rise of running in the American public, a breakthrough was made in the importance of publicize the will and perseverance of runners.

Perhaps you can recall that Agam, the bearded Agam, ran along the road across the United States, followed by a large crowd of fans.

In fact, the plot has a real historical background.

After World War II, American politics was strong and economic prosperity. Americans believed in the American dream that they could live a rich life without having to pay too much.

In the 70s of last century, the oil crisis, the enhanced competitiveness of Germany and Japan, and the long delay of the Vietnam War formed the economic environment of high inflation, high unemployment and low growth in the United States.

Americans are eager to return to the spirit of perseverance and struggle in order to meet the challenges of global competition and to be resolute in body and spirit.

The low cost movie "Loki", which was released in 1976, achieved unexpected success, which coincides with the demands of social psychology at that time.

In the late 70s, it was no coincidence that running had sprung up and formed a culture and fashion.

Because running can not only get rid of sedentary habits, exercise physical strength, but also strengthen willpower, which was what Americans needed at that time.

Nike is acutely grasping this cultural trend. It has not played the champion in the advertisement, won the victory in Nike shoes, and focuses on describing the hard and monotonous daily training of athletes to highlight and praise their indomitable personal will.

An advertisement's narrator is: "winning matches is relatively easy, but winning oneself is an endless investment."

Marketing with the trend of the times and public sentiment has achieved excellent results. In 1979, Nike, which runs mainly on running shoes, sold more than Adidas.

By the way, Agam is wearing Nike running shoes in the movie.

Another marketing secret of Nike is to bet on sports stars and make fans marketing.

These sports stars include Carl Lewis, Mike Jordan, tiger Woods, Ronaldo and so on.

In 1985, Nike signed a price far higher than Adidas, when Jordan, who was just 22 years old, entered NBA.

According to the Chicago bulls.

The red and black "flying Jordan" shoes, once released, were immediately popular with fans and bought 2 million 300 thousand dollars in two months.

Jordan subsequently won six NBA Championships and finals MVP, and more importantly, with the NBA going to the world and Jordan's success, Nike's Jordan shoes developed 23 generations, and also entered the world basketball lovers and Jordan fans home.

The Nike Jordan brand created a total of $2 billion 250 million in revenue, and an investment that looked risky at the time was successful.

Nike's growth is a good example to analyze how enterprises can win and maintain their advantages in competition.

The way for an enterprise to win is to continuously provide consumers with useful, differentiated and continuously innovative value proposition / value.

Value proposition is supported by two basic functions: functional interest and emotional interest.

Functional interest refers to the beneficial use of products and services to consumers. Emotional interest means that products and services can meet the needs of consumers' emotions and self expression.

Value proposition is beneficial first, and it has to be different from existing brands to attract consumers.

On this basis, if we can keep innovating, the brand will become the target of mobile, so that our competitors can not aim and copy, so that their advantages can be extended or even enlarged as far as possible.

First of all, Nike keeps on carrying out the functional innovation of products.

Bowerman once said: "a pair of shoes should have three elements: wear light, feet feel comfortable and durable."

From the original waffle sole to the air bag heel, and then to the polyester yarn today, Nike's products have been moving towards safer, more durable, lighter, more comfortable and more beautiful.

From the original running shoes for athletes only to more sports shoes, more categories and more crowds.

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Secondly, Nike skillfully relies on products and advertisements to satisfy consumers' emotional needs and self expression needs.

In the 70s of last century, Nike grasped the opportunity of the rise of American running culture. It caught people's emotional desire for perseverance and struggle. It carried out accurate and powerful emotional output in advertising, and running shoes as an emotional carrier had made great success in marketing.

Nike, with its accurate bet on sports stars such as Jordan, launched Nike Jordan shoes to help the company get out of the trough and achieve great success.

The essence of product promotion combined with star attributes is to satisfy the needs of consumers' self-expression.

People always express themselves or their ideal selves in many ways, such as using apple mobile phones to appear cool, opening Tesla to have a technological talent, and wearing Jordan shoes to express their desire similar to those of Mike and Jordan in certain respects.

Nike is no doubt a model of innovation, but what is the most precious characteristic behind its innovation? Careful readers may think of Bowerman, a coach who is good at running shoes and loves running, and has the same pursuit of knight.

The early blue ribbon sports company, apart from the two founders, and Geoff hall, Steve Roland, are all students of Bowerman, and the latter are world-class long-distance runners.

Such a team that loves running, coupled with Bowerman's dedication to innovation and knight's talent in sales and operation, has turned Nike into a great company.

That is to say, Nike's innovation power comes from its innovative organization.