According to a research report recently published by UBS, Nike, which has the highest market share in the mainland, will launch low-priced products in the second quarter of next year. The minimum price of a pair of Nike shoes may be only 300 yuan, which seems to be in line with it. The official sponsor of Adidas, the official sponsor of the World Cup in South Africa, was less concerned.

According to a research report recently published by UBS, Nike, which has the highest market share in the mainland, will launch low-priced products in the second quarter of next year. The minimum price of a pair of Nike shoes may be only 300 yuan, which seems to be in line with it. The official sponsor of Adidas, the official sponsor of the World Cup in South Africa, was less concerned.

According to a Nielsen company survey, Adidas sponsoring 12 teams far exceeds the popularity of the network with only nine teams in Nike, and the closer to the end of the game, Astas’s popularity in the eyes of the public. The more the degree exceeds Nike, ranks first among sports brands.

Li Guangdou, China's top ten brand planner, said in an interview with reporters that Nike’s “price cut” will not have too many risks from its brand positioning. "Price is a double-edged sword. When a brand goes to a price war with others, the brand has no advantage. Everyone will feel that it is cheap and not conspiring. The biggest threat is not the brand itself but the profit. Nike will never It's Nike."

May take risks

In UBS's view, Nike's reduction in the selling price of sports shoes will exert great competitive pressure on all mainland sports brands. Li Ning, with its high price positioning, and Kappa, the Chinese company's (03818), will bear the brunt. The bank will include Li Ning and Anta (02020). And Xtep (01368) rating dropped from "buy" to "neutral."

Whether Nike's price reduction is beneficial to the competition with Li Ning or Anta is still unknown. Li Guangdou expressed his desire to look at the strategies of rivals in the competition. "(Nike price reduction) is a coping strategy, when the local brand grows quickly, it will certainly fight the price war. Nike is not a high-end product in the United States, ordinary people can afford it, and Nike expensive brand also has At this time, it has to deal with a large number of domestically-made local brands, each of which has at least 1,000 stores in China. They have taken root in the Chinese market for a long time."

Li Guangdou also said that Nike is a traditional American company and that it has consistently performed poorly at the World Cup. However, Nike's success has a very big relationship with Jordan. The celebrity strategy he has taken has been playing the celebrity card. This has little to do with the World Cup. The reporter also learned that as a multinational company, Nike has always trusted consumers with real marketing strategies.

Nike is beyond reason

According to an online survey by Nielsen/McKinsey's joint venture NM Incite, on the eve of the World Cup, Nike successfully snatched the attention of consumers from the official sponsors of the World Cup, through advertising campaigns related to the World Cup. With the gradual development of the event, this trend has begun to reverse, Adidas and other large sponsors are more concerned about.

Professor He Jiaxun of the East China Normal University School of Business expressed his opinion: "It is best to have specific data to explain that some of the comments on the Internet may be that the Internet users are very subjective and one-sided. It is adidas who clings to Nike, for example. Adidas has more advertising on venues, more advertisements in the World Cup, or more sponsorships.” He also stated that Adidas is the official sponsor of the World Cup in South Africa and Adidas’s media affiliation with official sponsorship. The degree of eyeball attraction becomes prominent. It is also logical to surpass Nike.

A comparable example is the story of Coca-Cola and Pepsi in the 2002 World Cup. He Jiaxun told reporters that as the official sponsor of Coca Cola in the 2002 World Cup, they lost to Pepsi. "Official sponsors have very good conditions for advertising, but Pepsi only sponsors stars and cannot advertise with the World Cup, but they can advertise in the name of stars. The stars themselves are going to participate in the World Cup, through advance advertising effects. Let everyone have an impression of preconception, and let everyone think that Pepsi is the official sponsor of the World Cup."