Business model and wealth chi
An Dema Nike, Adidas Commander
Lang / guide Shi Lin Xin Mei-Ling Li Chen Weiying Wu Shuhua easily have Yanwen / text
magazine about business models in February 2007
was divided Nike and Adidas sports apparel market, the emergence of a challenger actually, it is Ande Ma. it captures the nature of the industry in high tight performance sportswear market, with 70% market share, far outstripped the Nike and Adidas, claimed within one year a quarter of American football shoe market in the past three years, its sales and profits rose by 78% and doubled the share price performance over Nike, Nike by Wall Street as the next. sportswear business success secret? struggling to survive the giant sportswear companies and the industry is the biggest difference What? The answer is the nature of the proposed sportswear industry m of the sport.
early 1990s, sports apparel Nike or Adidas has been the industry giants divide, but this time, there has been a challenger actually it is called Ande Ma (Under Armour ).
sports apparel industry is a huge market, the global sportswear market worth more than $ 60 billion, while the just shoes market will value as much as $ 20 billion. of the fastest growing market, accounting for 10% of the overall market, while the market was dominated by emerging Ande Ma.
Ande Ma in 1996 by the American football player Kevin b Planck in the United States creation, production and sales of major functional sportswear and related products.
tight in the high-performance sportswear market, Ande Ma with 70% market share is far higher than the only 14% of Nike and 16 % of other competitors from 2001 to 2005, Ande Ma of annual sales soared from $ 20 million to $ 280 million in the past three years, Ande Ma, respectively, in sales and profit up sharply 78% and doubled.
revenue growth in the quarter, Ande Ma with 63% growth far exceeded the growth of only 7.6% of Nike; growth in gross margin, 49% Ande Ma also slightly wins 44% of Nike.
Ande Ma continues to lead the Nasdaq stock average, from November 18, 2005 listed $ 25.3, up to September 22, 2006 of $ 41.25, the growth rate 63%, while Nike's stock has been hovering at an average level, said the prospect of investor confidence Ande Ma U.S. Wachovia (Wachovia) Securities bluntly: Ande Ma may be the next Nike ! (Dema successfully mastered the nature of the industry. That is the nature of the sportswear industry in the end what?
outsourcing of production processes because the industry generally, it is difficult to rely on low-cost sportswear industry or technology and win.
station in Dongguan Yue Yuen Industrial-funded enterprises, accounted for a global brand sports shoes manufacturing market share of 17%, it is OEM brands include Nike, Adidas, Reebok, New Balance, Puma, Timberland, etc. In In 2002, 25% of Nike sports shoes by Yue Yuen Industrial production.
This shows that sports product manufacturing costs and production technology gap difference is not too far away, as long as liquidity, any business can make margin per contract manufacturing orders, manufacturing its own brand of sports shoes (keep a distance from the opponent? can provide the same functionality for a dress, how to make consumers willing to pay different prices to buy?
first question to ask, why consumers wear sportswear? We summarize three reasons: the actual needs, comfort and contact the spirit.
refers to the actual needs of sports enthusiasts and athletes in the exercise, practice or game wearing apparel, basic needs, a limited number of these people, these customers can not only attach importance to expanding the market.
second is comfort. do not do sports people daily wearing apparel will get unfettered feeling, but can be uncomfortable to wear a lot of choices, staying in the market to face fierce competition.
Third, because consumers want to contact the spirit of sports-related to itself. do not do the movement of people wearing sportswear, it also could become a dynamic, will escape a sense of movement and physical contact on the U.S. to himself.
these people want to own and contact sport, the market potential than the first two are relatively much larger, but also relatively easy to differentiate because everyone will be on more or less there is a certain degree of their fantasy, the illusion of each is different, apparel manufacturers will be able to follow their heart's desire to create a different movement concepts, interpretation of the sports brand.
obviously, to do and other sports different service, you must wear apparel from the psychological starting their body contact sport sportswear (sportswear companies to make their own fantasies and give rise to contact, namely: his wearing apparel, to improve athletic performance. the general view of this, think of yourself wearing the sportswear, the sports performance will improve, so willing to pay high prices to buy sportswear.
behavior of the association, is to wear The public's sportswear NIKE Zoom Hyperfuse basketball shoes, hoping his body with the characteristics of athletes and positive sportsmanship.
athletes and sports people who love what qualities? such as David Beckham as England captain on the pitch when the heroic, so people think he is very cool; even if Liu Xiang is the 110-meter hurdles world record holder, but also constantly challenge their own personal record, showing a spirit beyond the self.
can ordinary people want to look dynamic, wish I could have shown the temperament athletes, and therefore choose to wear these symbolic sportswear (spirit enhance athletic performance the most basic clothing requirements (naked) can this layer is the foundation, because there is no kind, they can not evolve to improve athletic performance and practice nature of the industry.
can do after the first step further, Sportswear to help the wearer to br> It should be noted that a wearer can enhance sports performance apparel, so that enterprises can not stand out, because, as previously mentioned, the production processes can be outsourced clothes, and to enhance the performance of the technology is very susceptible to movement to imitate. to make their business unique, we will be to go further, the product contact sport, that is what we call nature of the industry.
because the nature of the industry can not possibly achieve, to do step by step, so can be described as a pyramid sportswear industry nature of the first layer of the pyramid is the most basic ;. First make the first layer, and then marching to the second floor, and then again relying on the third layer differentiation, so that their sportswear stand out.
Throughout the sportswear industry, success stories, such as Nike, Adidas and other companies of the corporate strategy, we find that many are against the nature of the industry presented in this paper, even as emerging companies like Ande Ma, also with the nature of the strategy for the industry to break loose (Outsourcing?
outsourcing production of sportswear companies have any special significance it?
in 1991, the American scholar Roger b Nagel proposed a corporate strategy, advocated a operation of the core activities, outsourcing to capture the essence of this strategy.
to use a virtual business, we must first distinguish between the reality of many business activities, and an important way to distinguish the actual situation, is to first understand the business value of the product to consumers.
you Sportswear has thought of what you value? famous sports psychologist David Lewis studies confirm b: to wear sportswear can improve the appearance of self-evaluation, and improve vitality; sportswear body if you like your sport will also enhance the effect.
From the above results, we can conclude that apparel consumers in two different levels of value, namely the br> emotional pursuit is the pyramid corresponds to the top of m contact sport.
original, valued by consumers to buy sportswear is the top two layers of the pyramid, then the sportswear business to succeed, they must rely on these two areas advantage of (? the original, their athletic performance would be enhanced, is the second layer of the pyramid nature of the industry is also a prelude to the nature of the industry, while good marketing, the brand consumers think of the company think of a sporting spirit, between the two profound connection.
can be seen, product design and marketing should be reduced to importance is increasing from the bottom. The following examples demonstrate this:
Nike The well-known products, consumers often think of its classic appearance, but think of the voice b Michael Jordan. Both of these associations is the consumer product design and marketing by the establishment.
However, not much Consumers concerned about the Jordan family of origin or production process, which shows how the production of sporting goods and do not affect the value of products to consumers, and the enterprise resource investment in production facilities of these entities, but also allow consumers to the Nike can not be directly and the positive value of the link (30 years, the process of outsourcing the production of Nike from the 1970s to the production of all manufacturers in Japan and Western Europe; to the 1980s, further outsourcing of its production to South Korea, China Taiwan, China and India; in the 1990s, Nike is committed to developing Southeast Asian origin.
to 90 years, for example, the production in 1990 accounted for over half of South Korea, but almost zero in 1999, however, in the emerging low-cost place of origin, such as Vietnam, the output will be increase be seen, changes in production costs, Nike's global rapid response.
In fact, Nike is the first one of complete outsourcing of production, the implementation of this strategy not only reduces costs, but also to save resources for the extraordinary brand and design excellence.
Nike by outsourcing this means, the limited corporate resources from the production (solid) to the design and marketing (virtual) in the implementation of the strategy under the Nike does in the minds of consumers established a strong brand image, reach the top of the pyramid.
have confirmed the success of Nike, Dema has also been used (pyramid, Dema is the most representative of how the product design.
Nike Air shoes, Nike's sales champion of many products, the success of this product and the second layer of the pyramid what contact it?
Nike air, is actually a set in the shoe midsole and outsole cushioning between a cushion to allow athletes to step on the ground every step of the foot can reduce the impact force to bear to protect the athlete's feet.
order to enhance the performance of athletes, Nike Air's development never stopped, first built by the air cushion shoes, the column has been developed to the latest shoes, each new product has its unique features, players can play expertise to help athletes be more than perfect.
1985, Nike and basketball star Michael Jordan signed b, launched the increased by 3 times during the year, Nike erected a leading edge technology in the industry, has been ranked in the shoes field leadership.
1994 年 to 1997, from a market share point of view, multi-functional sports wear Nike running shoes and , increased rapidly from 23% to 35%; Adidas has been low, only 10% to 12%; Reebok situation even more optimistic, down from 18% to 15%. Thus, a consumer action to identify the performance of the Nike athletes to enhance the practice of attention, but also with action believe that Nike can make to better the performance of athletes (Adidas shoes improve athletic performance is the same, the second layer of the pyramid holding it steady?
Adidas developed a site, would reduce performance, Adidas thought the short screw into the shoes of the bottom of the nail, the shoe to ensure control of the players ability to effectively slip grip strong.
wearing the new soccer shoes Germany won the World Cup 1954 In addition, organized in 1974 in West Germany in the World Cup, played more than 80% of the players selected Adidas football shoes, we can see at Adidas power in world football.
France in 1998 World Cup in France is by virtue of Adidas football boots, over the level of play, beat the pack won the championship, though success for many reasons, But players believe Adidas spikes make them over the level of play, most importantly, consumers believe the product help the team win (, 33002120)
Ande Ma to giants in the industry under the threat of hot pursuit followed, but also depends on its tight-fitting sportswear to meet the characteristics of the second layer pyramid.
Ande Ma of micro-fiber (Microfiber) production increase exercise performance sportswear, products and dry, cool and light.
Ande Ma, respectively, introduced a different series of clothes, the ; etc. The different series of clothes has a different function, with the environment. like hot clothing line of clothing can speed up the heat, cold clothing line of clothing to maintain body temperature and dry seasons clothing line can be kept dry and cool. athletes to wear these tight clothes, exercise in any climate, can play the highest level.
An Dema different functions of product design, thorough development of tight-fitting clothing industry, the purpose is to enhance the performance of different players, so that they to give full play to the level of .2001 to 2005, tight-fitting sportswear sales growth, increased from the initial $ 20 million to $ 280 million, five-year period more than 10 times the growth rate. shows that consumers are convinced to wear An Dema on the tight-fitting clothing to make their performance better, the professional image of the Ande Ma cast a vote of confidence (reflex
When consumers believe that products can enhance athletic performance when products and athletes will have the delicate relationship between, which can be used psychology of the reflection to food (unconditional stimulus), will salivation (unconditional response), but hear a ringing tone (neutral stimulus), but not salivation. feed the dog every time when Pavlov bell before they eat (an unconditional stimulus with a neutral stimulus that accompany repeated), over time, when the dog heard the tone, even if it does not give food, the secretion of saliva will obviously have the dog has been ringing with food contact.
Simply put, if there are two a thing in time or space often accompanied appear, then we will link them together, we can take the dog and the experimental application of the product links on the performance of athletes, the use of Michael Jordan and Nike Air sneakers b to the example: In the absence of contact arise, consumers see Michael Jordan b (unconditional stimulus), would think of his excellence on the basketball court (unconditional response), but see the Nike Air shoes (neutral stimulus) is not think of Michael Jordan b excellence on the basketball court ((an unconditional stimulus and a neutral stimulus that accompany repeated), over time, when consumers see the Nike Air shoes, even without the emergence of Michael Jordan b, will think of his excellence on the basketball court, apparently consumers have Nike Air Jordan shoes and Michael b excellence have contact.
athletes continue to wear the same brand of products in public and appear in the game, in a self-learning process, consumer products and will naturally athletes with superb technology and excellent performance of the contact.
whether Nike, Adidas, or Ande Ma are constantly researching new technologies, aimed at enhancing the performance of athletes, apart from expectations of products and players excellence have links, so that the product is no longer just a physical, not mediocre, but also the nature of our industry is no longer stay in the bottom of the pyramid.
In addition, product development and continuous improvement, so that the athletes be able to the most favorable circumstances, their level of play, it's actually the most original sports wear industry, the basic purpose. Again, this is the top board of the pyramid nature of the industry an integral part of the process.
when consolidated nature of the industry pyramid of the second layer m ? (means Find products and business people to speak with.
spokesperson
Nike spokesman has known soccer star Ronaldo, generation of basketball king Michael Jordan b, in the 2004 Athens Olympic track and field star shocked the world Liu Xiang, and excellent golfer Tiger Woods, b, etc., and Adidas spokesman also plays a vital role in the industry, the U.S. professional basketball star Tracy McGrady, the Australian swimmer Ian Thorpe b, track and field Michael Morris b Green, and world-renowned soccer star David Beckham.
got these celebrities to endorse their products, the value of money, but why the industry giants will still be a choice? because numerous athletes around the world to break some success, is not easy and they had to pay, but can get up and fall. companies are convinced that only the most famous of these industries to find people to speak before the product can be linked with the sport.
However, the the only way you can feel the athlete's ability that is different from ordinary people, they demonstrated that sport (Story:
b Michael Jordan childhood dream of becoming a basketball player, young and poor who were due to alleged technical basketball team out, but he did not reduce the love of basketball, in the never give up attitude finally got under appreciation, on the basketball court to show its mettle, fadeaway jumper, flying dunks, amazing game. led the Bulls won six championships.
recent years, with age, many of Jordan's physical decline, but He is still fighting hard in court, the team can only hope that belongs to the playoffs, this love of sport competition, admirable.
when Jordan's life story so that consumers feel that he never admit defeat, love competition of sport, his endorsement of Nike Air shoes on, and he equated the sport (Story:
1998 World Cup in France, in the Battle of the events in Argentina, Beckham was sent off for kicking the sinner to become lost, some experts believe that he will disappear from English football, but his actions prove themselves in the first season teams play against Leicester City game last moment, he trademark free kick to Manchester United team to avoid defeat at home. see him in the face of accusations and not give up under pressure and subsequently he led Manchester United team to win multiple championships.
Beckham repeatedly been accused of selling the image of the more technical, but he still doubled efforts to actively improve their own inadequacies, was eventually named ; Consumers find David Beckham never give up this pursuit of excellence and the positive spirit of self-improvement, his endorsement of Adidas football shoes, and also have the spirit of this movement (business model the magazine, subscribe to phone,, 33002120)
Thorpe story:
Thorpe 8-year-old started learning to swim, even if the taste of chlorine sensitive, still insist on .15-year-old World Swimming Championships in Perth, won the 400m freestyle gold medal, becoming the youngest world champion swimmer. Thorpe broke 21 world records were also created in a few days to break the achievements of three world records, but he did not stop, still continue to challenge more long-distance swimming competition Nike Shox R5, the pursuit of a higher level of competition.
a result, consumers see the challenge of their own, beyond the self and the constant pursuit of a higher competitive level of Thorpe. Adidas Yin Suopu endorsement , which has the spirit of his campaign (b Tiger Woods won three consecutive years, In 1996 U.S. Amateur champion since Tiger Woods b swept through the golf world nike free 7.0 sale online, astounding 38 PGA Tour titles. Tiger Woods has an impressive strike b ball distance, a strong short game and putting skills, he is almost subversive golf offensive strategy, never admit defeat, often in the reversal of the situation from behind to win.
by the above story, consumers see that, Tiger Woods breaking his b, continuous improvement and never admit defeat, and his endorsement of Nike Golf products naturally and his movement mental contacted (,, 33002120)
above four stories, that constantly and when products with outstanding athletes, athlete comes out of the charm, outstanding performance and sportsmanship, and their endorsement of the product will be contacted. At this point, consumer who will think, perhaps wearing Nike Air shoes, the performance will be as good as Michael Jordan, wearing Adidas swimwear, swim like Ian Thorpe will be as fast, etc..

Nike slogan and Adidas told us that the power of the slogan is not less than the voice when the appear, Just Do It is also accompanied by the slogan of Nike's ad, when they heard these slogans, consumers think of them, but how these slogans and sport linked?
First, Just Do It links the ad a: 1988 Nike launched the ad, shot a wheelchair athlete, won the ball in the basketball court and retaining the ball, with Just Do It, let the audience see, even with a disability can still release the potential energy, different from ordinary people with the spirit of that movement.
Advertising II: the silent lens, ordinary people in the boring jogging, last seen the slogan Just Do It. boring jogging is our state of life, Just Do It is called the audience to act Do not bury the potential life of the plain, to release them, to realize their dreams.
Advertising III: slow microscopic Michael Jordan at the free throw line off the challenge of gravity of the situation, perfectly performed dunk actions Jordan's amazing performance of numerous audience, because the potential outbreak, people around the world have felt the challenge the limits of human possibility.
constantly through advertising the Nike to the consumer, it is certainly the potential that each person has the ability to just released it, with the potential to practice the dream of our hearts desire. In this way, the spirit of the equivalent of the Nike sport m their products, naturally, and contact sport, and also practice the nature of the industry (lower than Nike, which re-Jin Xuanyang Impossible Is Nothing, contact the , but in the air from the iron framework of the box boundaries, everything becomes possible.
Advertising II: a group of children and the world-class soccer star to play football, but also to direct them organized this possible? Adidas told the audience, it is certainly possible , as long as the boundaries beyond the age.
Advertising III: a group of self-confidence of the Chinese women football players, performing in front of the foreign women's soccer great footwork, posture assumed challenge this impossible? Some people think that some Chinese soccer team as foreign teams, but Adidas told the audience, as long as beyond the boundaries of nationality and gender, the same par with the top teams.
Adidas through advertising, the consumers, whether children or adults, have the ability to self-transcendence, whether it is beyond the boundaries of space, beyond the boundaries of age, or beyond the boundaries of nationality and gender, as long as willing to act, beyond any boundaries, which did not impossible. In this way, the spirit of Adidas sport is equivalent to the m , a magazine about business models, subscription phone,, 33002120)
corporate slogan these markets through advertising and marketing methods, encouraging the consumer sentiment, I believe that as long as the company's products, you can get with the movement of its spirit at this time, consumers need no longer an ordinary product, but to a desire to meet their dream, can enhance the performance of external and internal magic products as long as consumers immersed in this fantasy scenario To further achieve the illusion, even if they do not need the product, will also have the desire to have.
seen, the use of product design, nature of the industry can do the second layer m way, the athlete's sport and product links, climbing on the )
Strategy 4 contact fashion
though Americans spend $ 38 billion a year to buy sportswear, but the