Countless people wearing Jordan shoes, attracted to the crowd on the Bund in Shanghai Air Jordan “Flying Director”; fans spend money to get the NBA one vote, is to see idol Jordan one – two weeks ago, this climax After the Air Jordan 30 anniversary celebration and NBA China race, has let Nike deeply feel the Chinese market for Michael Jordan and Jordan brand “love”.
Nevertheless, the “China market prospects” is still not the final conclusion of the Chinese line in China. According to the commercial foreign media “Fortune” reported on October 26, for the Chinese fans of the brand’s fanaticism at the same time, Nike also worried that excessive fashion factors will cover the Jordan brand as a professional basketball equipment sports properties.
Former Jordan brand China Marketing Manager Eric Tian in an interview with “Fortune” interview, said that 65% of Chinese consumers to follow the fashion and buy the brand of shoes, only 35% is really fancy basketball shoes professional performance. In other words, a pair of priced at least $ 100 basketball shoes, most of the Chinese market is used to “pressure the road” rather than on the pitch.
Nike believes that such a fashion trend to the brand has brought the risk. “Although the shoes are very popular in China, but if the loss of professional performance with the basketball, from the fundamental sports attributes, it will be very dangerous, we do not want Jordan to become a lifestyle brand.” Nike brand China spokesman Jeanne Huang ” Wealth “said. Deutsche Bank’s industry analyst David Weiner also said Jordan brand as a professional basketball brand, sports performance must always be ranked first.
Nike’s concern is not unfounded, the Philharmonic brand (FILA) previous experience is warning. Fiera was one of the most famous sports brands, founded in 1926 by the FILA brothers in Italy, mainly engaged in tennis, snow, golf, yoga, racing and other sports product development, once the world’s third largest sports brand The
Since the 1990s, Fei Le tried to move from fashion to fashion, and its product design gradually out of the nature of sports equipment. Until today, Philharmonic almost completely become a fashion brand, the brand spokesperson are Shu Qi and other entertainment stars. But in this area, it is difficult with H & M, Uniqlo and other consistent strong fashion brand confrontation, and can not go back to the sports field – two less than shore, as this has been the big plight of the movement. Even in recent years, Anta acquired some of China’s business, Philip’s sales have not been much improved.
Nike and Jordan brand is far from the dilemma of Philharmonic, but the potential risk of the US brand is also their own “single-handedly”. As the current best-known sports brand, Nike in addition to the product itself, the technical design, the brand keen on “selling” fashion and popular culture.
From the 1990s onwards, Nike will rely on “cultural remodeling” approach developed in China. Initially, it will be Westerners for sports awareness, developed countries, popular cultural elements and consumer ideas, all moved to the sports market is not really started in China. At that time, the brand respected the concept of freedom of personality, greatly to meet the first batch of China and the trend of convergence of young consumers. Nike’s brand image and its cultural identity, so that the brand in China opened the first wave of “invasion.”
And Nike shoes culture really into China, it is derived from the 2004 China and Jordan line. When the “trapeze” for the first time to visit China, countless Chinese fans of the basketball god crazy “worship.” The purpose of Jordan to China, is to help Nike in China to open the market, selling Jordan brand shoes. Jordan personally appeared and detonated the Chinese fans “feelings” after the purchase of expensive Jordan shoes is not only an ordinary consumer behavior, it is a culture.
At this point, although the Jordan brand is created by Nike, but by virtue of Jordan’s influence, Air Jordan has gone beyond Nike’s own products. Whether in the United States or the Chinese market, it has become a symbol of shoes culture.
In the past two years, Nike’s cultural strategy has focused on women and adolescents. In China, Nike launched the “only for more praise” female fitness activities and clubs, and constantly instill a self-motivated attitude towards female compatriots. Similarly, Nike also launched the “play out of the” youth basketball activities – so that all the Greater China love basketball young people to race, and the whole process of young people to transform the process of growth to inspire these young people eager to basketball.
In October this year, Air Jordan 30 anniversary celebration came to China, the brand also seize the opportunity to instill brand culture to Chinese consumers. First of all, the brand in the Greater China region launched a new commercials “winning moment” by Jordan himself personally recorded narration. The whole film to “win by I set” the spirit of the Greater China to stimulate those who love basketball young people. In addition, Jordan brand is also launched in Shanghai, “Jordan Flying Director” Memorial Hall, used to display Air Jordan related “historical relics” and precious photos to convey the brand concept and feelings.
Over the past 20 years, Nike and Jordan brand so hard to sell their cultural ideas in China. And this series of cultural shaping, is helping Nike to increase the target brand loyalty consumers – now, Air Jordan almost from the actual basketball shoes into the trend of shoes, do not touch the influx of basketball have also on the feet.
However, after grasping the fashion pulse of the younger generation of China, Nike is aware that the “fashion trend” should not go beyond the sport attributes become the general direction of the Jordan brand. “Fortune” claimed that during the NBA China, Paul and Griffin and other brands endorsement star wearing Jordan shoes play, it is likely to Nike specifically to the consumer to indicate: “This pair of shoes is the biggest function to play.” In addition, the US brand has no other substantive measures to change the Jordan brand trends.
However, you can see, Nike’s heart is quite contradictory. Because not long ago, Jordan brand announced overweight female market, the future will be large-scale production of women’s basketball shoes. This move will undoubtedly increase the proportion of Air Jordan used to “rolling the road”. In the end how to balance the “fashion” and “sports attributes” both? Obviously, the US brand is still wandering.