Addy Nike Marketing Success: The Right Psychological Demands + Spread - Women, Wedding - Clothing

From sports shoes and apparel companies at the 2010 spring and summer of order, different from the past will find new product highlights: Women's sports have introduced products. In my opinion, at least there are two external factors: one is the sporting goods market becomes more saturated, the major sports brands have adopted the strategy of market segments, the depth of mining segment hopes to further enhance the brand's market penetration and market share; the other hand, Adidas and Nike have big foreign setting up shop in the success of women's market segments and, to a great touch of domestic enterprises.



Knowledge in the past, the shoe will usually ignore the different motion characteristics of different genders, and reflected in the product structure, leading to the men and women sports shoes by equating, the only difference may be only the size of size. But this situation with the Adidas's "Me, Myself" and Nike's "Metamorphosis" and gradually raised the concept of changing. Setting up shop in landing segment success depends largely on whether the enterprise can grasp the goal of women's sport psychology and research and development to design the corresponding high-quality products. For the former, from the campaign trail in a different brand, perhaps a glimpse clues.



Successful Marketing = Psychological demands of the precision grasp + the correct transmission

Nike: Metamorphosis Nike in the "Change" campaign theme, for an effective event marketing offensive. Launched its nationwide "National College Girls Dance Competition", in the major university to conduct its activities at every level selection, led the girls to participate in college sports dance enthusiasm, Nike also will influence the brand enjoys popular support. Meanwhile, Nike has with "the evolution of my theme" Advertisement Films, combined with the general promotion of the network.



In 2009 to promote strategies and advertising media in the delivery form, we can easily find, Nike is primarily aimed at groups of girls from the college group. Under this definition, to grasp the characteristics of this group's lifestyle, and their media exposure habits are very important. Outline of the purchasing power of this group although weaker, but the focus in its growth, and this community because of their collective lives, their mutual influence and information dissemination efforts also should not be underestimated in.



Dance with the music, they for the "Change" is the more self-understanding of the challenges and the passion of young energetic, "Metamorphosis" For this population is a more attractive concept, Chinese women are also a way to adapt to the change of lifestyles. "Beach volleyball is not just a sport. In the sport, you need to overcome not only yourself, and your opponent and the natural environment. I'm SoniaKong, is a beach volleyball player. I like beach volleyball, it not only challenge my physical strength, but also my psychological test. "in the network video in the player's voice is more able to declare a self-awareness of women's challenges.