"Nike's coping strategy and reconciliation method are not effective in this era, we will innovate + be down-to-earth, and strive to surpass Nike in the Chinese market at least next year!"

This is what Jiang Chao said when Lai Shixian convened the high-level meeting of the supergods, and it is also the goal of 2012.

The global market is now too big, and the level of scientific research cannot keep up.

But the Chinese market can really look forward to a wave.

Lai Shixian, Ma Xun and others were made passionate by Jiang Chao's goal, Super Nike, they would have thought about this before joining Chaoshen Sports???

For their group of high-end talents who have been studying the sneaker industry since college, it is already good to gain a firm foothold in the sneaker industry in the future.

At the end of the last century, Adidas and Nike both entered China, not only bringing global sports superstar resources and halos, but also opening up the exploration of sports fashion and other fields.

Air Jordan and other sub-fashion brands have become popular in the Chinese market.

When the Adidas NMD series was released, the global sales exceeded 400,000 pairs on the first day of sale and triggered a price increase.

When the Nike Kobe Black Mamba series of combat boots were released, there were more people than shoes in Nike's flagship store!

However, with the change of trend and the fading of fashion, people found that there were many problems with the design of these shoes.

These Nike or Adi shoes have the following characteristics: easy to open the rubber, hard leather, and easy to grind the foot.

The silhouette of international brand shoes is based on the slender shape of the Western foot, while the Asian generally has a wider forefoot.

If this kind of version is placed on shoes in functional fields such as basketball shoes and football shoes, it will affect people's daily wear from a small point of view, and it will affect the performance of athletes from a large point of view, and it will definitely affect consumers' choice of products over time.

However, due to lack of funds and other reasons, domestic brands have always been the initial operation mode of cheap and volume, and the best thing to say is small profits but quick turnover.

Since 08 years ago, domestic brands have suddenly been in the field of marketing, and domestic products have also kept up with the international pace and are doing better and better.

The DTC (direct to consumer) model Nike Adi has been trying for a long time, and Jiang Chao announced that when he continued to try it in 2012, although everyone felt a lot of pressure, he had greater expectations for the future.

The advantage of this is to save the cost of dealers and stores and maintenance, but the brand's private domain operation and publicity and marketing are particularly important.

According to the financial report data of various companies, in recent years, everyone has increased R&D investment in DTC business, but in terms of revenue volume and market value, in the Chinese market, domestic sports brands have undoubtedly leveraged a bigger cake at a smaller cost.

Jiang Chao indicated that around New Year's Day, he began to form group buying groups and good things sharing groups on a large scale through store managers scattered all over the country, turning consumers from scattered individuals into private domain operation communities, and at the same time, large-scale private domain marketing and distribution will be carried out at each node of new product release.

Do you Nike Adi want to sanction us?

Then I'll be even more ruthless.

This is the business strategy after 10 years, Jiang Chao must dare to be the first!

In this matter, the domestic Li Ning is also imitating, although the effect is not as good as Anta, but it also allows the DTC model to be integrated and expanded online and offline.

Nike and Adidas are not late in the DTC matter, but because they believe in the brand effect in the international market, they have not spent a lot of effort on the private domain operation in the domestic consumer market, and their high brand attributes and high prices have made their DTC have been in vain.

Jiang Chao and Lai Shixian know that the consumer groups that help them now are mainly young people, so they will firmly grasp this part of the market.

Why does Jiang Chao vigorously develop Internet platforms such as Super Chat, Super God Music, and Super God Forum, any unintentional comment here may bring sales.

Just like "Heartbeat" is hotly commented on the Chaoshen Forum, and now there is that sentence:

"I love your light white coconut sneakers, just as I like you."

Some people who don't know shoes will pay attention, in fact, if you watch a movie, few fans will pay attention to how good the shoes of the male and female protagonists are, but someone will definitely raise it when you read the movie review.

This is the marketing strategy of the Internet age.

With the help of online social media platforms represented by Weibo, and e-commerce platforms represented by Taobao and Douyin, domestic sports brands have more opportunities to display, directly reach young consumers, and usher in a new peak of development.

If you choose the right opportunity in the future, you can even directly save a brand.

Jiang Chao happened to see a vivid example before he crossed over.

That is the half-dead and very mediocre Tu Bao Wang.

Taking Hongxing Erke on the Douyin platform as an example, #鸿星尔克捐款#单个话题就有2 400 million plays, the relevant response video of Boss Wu, president of Hongxing Erke, has as many as 6.833 million likes, and the "wild consumption" boom that occurred in the live broadcast room of Hongxing Erke has created a continuous heat.

In fact, at the same time as the rise of Anta and Chaoshen Sports, Puma has also re-emerged to challenge the two giants, but they started from the field of football shoes and tennis shoes.

And their director is also very good at thinking, and directly posted an article on the paper website that analyzes the sporting goods market such as Chaoshen Sports and Nike Adi.

Speaking of which, Puma's resurgence is not unrelated to his paper.

He is tantamount to standing directly on the opposite side of Nike Adi and gathering all the shoe fans who don't like them.

The leading position of Adidas and Nike has been constantly impacted by other sports brands, and its products have been directly criticized by the president of Puma for not being new, especially since Adidas has been lacking explosive models in the past two years.

In contrast, the Celestial Empire has chosen the path of national tide elements.

For example, at this year's Paris Fashion Week show, Li Ning launched the "Li Ning x Chenglong Joint Kung Fu Series", which caused quite a stir.

Olympic champion Li Ning and kung fu superstar Jackie Chan are both internationally iconic icons, and this cooperation can be said to endorse each other.

Of course, this also shows that he is studying Chaoshen Sports, which already showed his style on New York Fashion Monday last year and cultivated a top supermodel like Bella.

Jiang Chao and Lai Shixian naturally also paid attention to Li Ning, and Jiang Chao's attitude towards domestic friends has always been that people don't offend me, I don't offend people.

It's okay to follow our pace with marketing strategy, just don't backstab your own people.

It's good for domestic sports brands to bloom, Jiang Chao won't say that they must be acquired to unify the country or something, which will hinder the progress of domestic sports brands.

However, Li Ning's designers do have a few brushes, after all, Ma Xun is also a former Li Ning designer.

After the national trend of Chaoshen Sports, Nike Adi was naturally unmoved, and their designers were all European and American, and it was impossible to understand.

But Li Ning's speed is fast.

And they like to take shortcuts, just co-name with things in the national style.

The co-branding with Chenglong is not the only co-branding launched by the Li Ning brand so far this year.

After co-branding the Forbidden City and the Dunhuang Museum, a series of products have been launched, each of which has an exclusive name, such as "Qianxingce" and "Qinbiantai", which are reminiscent of the Silk Road.

From the above two products, it can be seen that the transformation of the domestic brand co-branding strategy, from product combination to "cultural integration", Li Ning is constantly shaping its own brand image through co-branding, giving a new definition of "national tide".

Young consumers often buy co-branded models to express an attitude, and Li Ning is trying to make this attitude more Chinese.

But this is obviously a little lower than the original of Chaoshen Sports, the only co-branding of Chaoshen Sports is "Kuroko's Basketball", and it is not a pure co-brand, and people have specially created a pair of shoes for the characters in it...... The co-branded is the black blue color scheme of the Curry generation and so on.

President Li Ning also generously admitted that he couldn't be so confident as Chaoshen Sports:

"There's no way, people have a Knicks bonus, their national tide can be pushed out, and our original national tide will die ugly from the beginning."

"But our co-branding is not expensive, and the price is the same as the original sneakers."

"We're already the cheapest in the country, TP9 (Tony Parker Boots) is only 199! Star Boots! “

The president of Peak Sports, who co-branded with Dragon Ball and Naruto, also came out to say why he didn't make an independent national fashion product, but made a co-branding with neon anime.

With the global economic downturn and the widening economic gap, the track chosen by Nike Adi only provides a second choice for consumers with financial strength.

The general public will be more inclined to buy some more cost-effective consumer goods, and in the Chinese market, domestic products are known for their lower prices and better quality.

"Picket steps don't care, everyone has their own direction, this is their magic weapon for survival."

Jiang Chao's later generations clearly remembered that from the perspective of product characteristics, domestic sports brands actually stood out from the subdivided tracks, such as Xtep started from running, Anta made breakthroughs in scientific research and technology, and Li Ning broke the circle from the perspective of fashion.

However, international brands still seem to be stuck in the traditional and conventional sports scene, such as basketball, football, etc.

The good opportunity for Chaoshen Sports to take out sneakers lies in a series of shoes and clothing styles with national fashion elements created by sports brands, which provide Chinese people with a sense of national belonging.

The combination of these factors is the kind of "China feeling" that Adidas President Rorsted mentions is trying to find.

"International brands can no longer only think about catering to the needs of global users, but also understand the needs of Chinese users and understand the changes in business models in the Chinese market."

"Only by producing products suitable for the Chinese market, implementing measures to truly meet the needs of Chinese consumers, and concentrating on the Chinese market, it is possible to grasp the window period for the growth of China's sportswear market, otherwise, consumer loyalty will likely gradually fade."

It is not so easy for domestic products to "climb the mountain", because no matter which country there are die-hard fans loyal to Nike Adi, there have been "traitors" since ancient times, and there are still now.

At a time when Chaoshen Sports is developing so violently, of course, there are also domestic professionals who give Nike Adi advice.

They are also sincerely suggesting that Nike sink into the market to understand users, adults, times have changed, and now is not the time when everyone buys whatever product you build.

"Hurry up and use your scientific research to get dry, I can't see super good, and my Nike boots in a room can't rot in my hands!"

Although the international sports brands in the domestic market have been slightly weak, Nike and Adi, as the big brothers in the sports brand market, are still strong in all aspects.

The highlight comments of these "traitors" under Nike's official micro have also attracted the attention of the Chaoshen team, and Jiang Chao is also used as a positive teaching material, always reminding everyone to innovate well.

Take, for example, patents that international brands are proud of. According to the World Intellectual Property Organization website:

Nike New Century has applied for a total of 14,459 invention patents, including 3,778 invention patents with footwear as the keyword;

The global Adidas company has applied for a total of 2,534 invention patents, of which 212 are invention patents with footwear as the keyword.

According to data from the website of the World Intellectual Property Organization, the number of patents issued by Xtep, Anta and Li Ning in the past ten years is 267, 388 and 616 respectively.

The reason why Li Ning can emerge in the new century is because of the development of the revolutionary Shuangdu running shoes, which is committed to solving the problem of shock absorption on the heel and midfoot landing and the transition between them.

In the future, ANTA was able to gain a firm foothold because of the launch of a midsole cushioning technology, "Flash Energy Technology", which was inspired by "wormholes", which can bounce back like a spring through countless high-intensity compressed particles when touching the ground during movement, providing rapid energy feedback.

Rejuvenate the country with science and technology, and also prosper any industry.

However, the technical barriers accumulated by international brands over the years cannot be broken by domestic brands overnight, and domestic products also need to increase their efforts in the number of patent applications and the speed of innovation.

Nike and Adidas are two long-established sporting goods companies that are constantly catching up with their rivals.

In the future, the battlefield of the showdown between domestic and foreign sports brands should be the competition of patents, and whoever can take the lead can have the last laugh.

Jiang Chao took the stage at the end of the high-level conference of Chaoshen Sports and made a summary:

"From the perspective of market trends and future space, China's sports shoes and apparel market will still be a "blue ocean" next year.

Although Nike Adi's sales in Greater China have not been good in the past one year, it is obvious that Nike and Adidas will not stop there, and they have been taking action.

I learned that Nike is transforming its own digital platform, including the Nike App, the official website and Super Chat Mini Program, and the NTC App for course training.

*(Note: Why does Super Chat allow Nike to register a mini program to sell shoes, because there is a commission and registration fee, and you can make money and win a reputation for generosity to competitors, why not.) ）

Behind a series of operations is a speculation on the psychology of Chinese consumers.

Mr. Men Lijun, Vice President and General Manager of Market Development of Nike Greater China, said that it was the consumer trend of Chinese consumers who are keen on digitalization and pursue physical and mental health that inspired Nike's innovation.

While adidas is committed to digital transformation and strengthening marketing, it has also announced the replacement of the head of its China business, which is something we need to be wary of.

Although our domestic sports brands have been able to wrestle with these international brands in the Chinese market, there is still a long way to go in terms of revenue volume and market size, and the design of shoes and clothing still cannot get rid of the background color of imitation.

Since we Chaoshen and Anta have become the benchmark of China's sportswear market, we must always be the benchmark!

In the broader global market competition, we need to reflect the technical strength that matches the cultural heritage, so that the whole world can feel the real "Chinese quality".

Come on, guys! ”

In the end, Jiang Chao smiled and greeted the senior executives of Chaoshen Sports, they are all old comrades who have worked in Chaoshen Sports for 3 years, and Chaoshen Sports is also Jiang Chao's industry, so his research and new policy today can be regarded as a direct response to Nike Adi in the general direction.

After that, he wants to take the first place in the Chinese market!!!

Jiang Chao held such a meeting in Chaoshen Sports in 2011, often for 1 hour.

This one meeting was enough, and everyone was twisted into a rope.

And everything that needs to be said has been said, without any mud and water.

In the post-meeting exchange session, everyone actually had a question, or the designer Ma Xun was bold and asked Boss Jiang directly:

"Boss, can you reveal a little bit, will David Lee be traded???"

Thanks to Timothy Merkez for his 1000 tip!!!!