In the spring of 1985, millions of television viewers in the United States saw this ad: A basketball quickly rolled to one end of the court, waiting for a handsome guy there to easily hook the ball in with the foot of a colored sneaker In the palm of your hand, you started to move around the ball. At the same time, the jarring noise of the engine came and the roar of the engine became louder and louder. The last 10 seconds of the ad is Jordan's "Wander in the Clouds," and even a spectator who has never seen a basketball match laments his skill. This ad is not only to prove that Jordan has a special ability to fly, also hinted that the shoes at the foot of his there is a necessary link. In this ad, that magical young man is the famous NBA sports star Michael Jordan, the pair of shoes at his feet is the famous brand "Nike." Before retiring, Jordan sincerely lamented: "Phil Knight and Nike turned me into a fantastic character." Here's Knight is the founder of "Nike", he, a small company into a big Group, Jordan, who had been unknown to the superstar position. In 1938, an ordinary boy was born in the United States. Like most of his peers at that time, he enjoyed sports, basketball, baseball and running. His name was Phil Knight. As an ordinary young man, He is very familiar with sports brands such as Adidas and Puma, but unexpectedly it is this ordinary young man who later created a new brand - Nike, even exceeding the dominance of Adidas in the sports field. Knight has always loved sports, his high school papers are almost all about sports, and even the university has chosen to be the home base for U.S. athletics - the University of Oregon. Although Knight likes sports, he is just a mediocre 1-mile runner who has a worst grade of 4 minutes and 13 seconds and almost did not enter the world class athlete (score of 4) There are so many people! But fortunately, otherwise, we will not see a great entrepreneur today. In Oregon, Knight encountered his life mentor, his coach Bill Bowerman. Powell broke the record of world long-distance running in the 50's in succession, and Eugene, Oregon was also famous for it. He is a very professional person, bent on making his team more than any other team. Training competition, the athlete's foot disease is the most common, Bowerman would like to design a shoe, light at the end and support and good, small friction and stability, this can reduce the pain of the athlete's foot, Run out of good grades. As a result, Bauerman carefully designed a few sneakers pattern. He found several shoe companies, but no one cares about him, stubborn Powell simply ask yourself cobbler, learned to do shoes, at a sports meeting, his athlete put on by his own hand, the appearance Ugly but lightweight and comfortable shoes, the results ran out of any previous game are good ranking. After graduating, Knight continued to Stanford University to pursue an MBA degree, and Bowerman continued to do in the university track and field trainers coach and design sports shoes. Knight graduated in 1960. He mentioned in a survey during the report that many sports stars and ordinary athletes actually have one common goal: to defeat Adidas, so that more and more athletes wear Japanese-made high-quality low-cost running shoes - Tigers Tiger . Knight after graduation decided to go to Japan to find a chance. In Japan's exhibition, Knight met the Japanese tiger sports shoes manufacturers, he claimed to be from the United States, "Blue Ribbon Sports Company," Tiger just need an agent to enter the US market, so put the agency Gave this fledgling young man. Knight got the right to proxy immediately found Powell, the two of them funded 500 US dollars to form a real Blue Ribbon Sports Company, a Tiger sports shoes exclusive distributor in the United States started the initial business. This "blue ribbon" is the predecessor of "Nike". Nike brilliant Just started, there is no barn, Knight put the inventory on the basement of Knight's father's home, he and Bowerman two a financial management, a tube design, with a very understanding. Facts have proved that he predicted the market is correct, this low-cost sports shoes sales very good, the first year they sold the value of 8,000 US dollars of goods. In 1968, Cortez shoes, transformed by Bowerman, became the best-selling tiger sports shoes, and Knight laid the solid financial foundation for the company's development. The company's business started to get better. Soon, the Japanese parent company realized that the products sold well and asked them to remit the money after the delivery. As a result, Bowerman their costs have greatly increased, but to redouble their efforts to sell. However, Japan also often does not deliver on schedule, and even secretly left first-class sales in Japan, the defective products sent to the United States. Once, Bowerman they received a group of shoes, customers wear two weeks, the soles of the upper to separate. They had to swallow, in order to maintain the credibility of the timely return to the customer. Even more exasperating is Tiger also sent representatives to Eugene, proposed to buy 51% of the shares of Bowerman, and five directors in two seats, if rejected this request, immediately stop the supply. Bourdain and Knight, who have been harmed by Japanese businessmen for too long, have no choice but to reject this unscrupulous request. Knight and Bowerman decided to open a company of their own, he named Nike, which is based on the name of the Greek god of victory taken. The name of NIKE, in the eyes of the West is very auspicious, easy to read and easy to remember, it can be called. They soon introduced the name of "Nike" sneakers, and head designed a beautiful trademark. Nike's famous "one-hook" trademark is eye-catching, visually appealing, and the kind of dynamic, symbolic power and speed that sneakers and other sporting goods should have. For publicity, Knight and his wife hand-printed the Nike T-shirt to the preliminaries of the Olympic Games but those who saw said, "Who is Nike?" But in the race, Knight came out slightly The limelight, marathon runners persuaded to use the new shoes to finish fourth to seventh, and athletes who wear adidas shoes top three in qualifying. In the sports shoes industry, Nike is facing fierce competition. Knight and Ballmer realized that they would not want to increase their market share if they could not develop new products that are better than the current ones. And so far, American shoemakers have produced far less foreign shoes than the ones produced by former Adidas in the Federal Republic of Germany. One morning in 1975, on a Sunday morning, Bowerman tweaked a urethane rubber in the iron molds that baked the waffles and used it to create a new type of shoe sole, Rubber round nails make the soles more flexible than other shoes popular on the market. This seemingly simple product improvement has made Knight & Ballman's business a starting point. In 1976, Nike surged to $ 14 million from $ 8.3 million in the previous year. It grew like a wildfire and the company spent heavily on developing new style running shoes. In these improvements, Nike cushion left a deep impression. Nike air cushion is used to embed the heel inflatable cushion, which is a trump card manufacturing company ace. It retains a longer period of elasticity than a foam sponge or rubber. Wearing comfortable, stable. Now, almost all Nike produced authentic Nike sneakers are embedded with this cushion. Interestingly, consumers are not aware of the mystery, but this is precisely Nike high quality, high performance, high quality lies. How to do it? Sales planners then moved a few brains in advertising. A very distinctive and appealing advertisement soon appeared. In the heel of a Nike shoes opened two "window", people through the "window" can see the soles of the Nike cushion. This ad draw greatly attracted consumers, and make them at a glance to understand that Nike superior to other sneakers. The following two years, "Nike" sales followed by more than quadrupled. By the late 1970s, Nike had nearly 100 researchers, many of whom had degrees in biology, chemistry, experimental biology, engineering, industrial design, chemistry and various related fields. This strong research effort to develop more than 140 kinds of different styles of products, many of which products are the most innovative market and the most advanced technology. These styles are based on different types of feet, weight, running speed, training programs, gender and different technical level design. These different styles, different prices and multi-purpose products, attracting tens of thousands of runners, making them feel Nike is the most complete range of running shoes manufacturer, millions of all kinds of ability Runners have this concept. Relying on the business philosophy of never ending, by 1979, Nike by market planning new products and its strong marketing, the market share of 33%, finally squeezed into the original built by Adidas, Puma and Tiger, "Iron Triangle" Become a sales star. By 1981, its market share even reached 50%, well ahead of Adidas, and Knight himself ran into the coveted list of the 400 most wealthy Americans in the Forbes magazine. Nike Culture "Sports, performance, free and easy athlete spirit" is Nike's pursuit of a personalized corporate culture. This distinctive corporate culture is an anti-traditional corporate image. Nike is an adventurous, pioneering company that, at the site of their verdant Oregon state, has developed a well-designed culture that is an old Nike Manager once recalled: "It's like working in an environment full of benevolence, where colleagues are having a good time drinking, talking endlessly about sports and becoming self-proclaimed active and anti-traditional characters." Every six months Knight's management team to meet to discuss strategies. This big noisy party is known as tit-for-tat. Knight always encourages confrontation, or even encourages confrontation, and he, like everyone else, accepts allegations from others. Nike's location, just like the campus, there are forests, jogging trails, lakes, soccer fields. Knight wanted to create a peaceful work environment, and he thought the world was messy enough that working hours should be as family free. Nike in the famous advertising strategy, but also demonstrated different from the vitality of others. The type of athlete Nike looks for is different from that of Adidas, who are maverick, strong-minded, grumpy and aggressive. For example, tennis star McEnroe, people always see him on the tennis court, angry, arguing with the authorities. There are tennis star Agassi, he bearded, long hair disheveled, short cut jeans as tennis pants, and this denim tennis pants has become a Nike's specialty products. With these big sports stars do live advertising, Nike sports shoes is no longer just a sports shoe, and became a symbol of idol and social status. In 1984, Nike began to advocate advertising strategy to establish their own image. He signed a five-year contract with Jordan, Jordan's condition also includes the gift of Nike's stock, and the unprecedented courtesy, the use of Jordan's name on Nike sports shoes. Almost all people think this is a fool, just an endorsement. But Knight insisted on doing so, Jordan's impact on Nike is enormous. Jordan embodied the vitality, reputation, superb level of competition and exhilarating sportsmanship, his weight over any Nike ideal of the mark. Nike Jordan created a new brand "Air Jordan" (AirJordon), the production of colorful basketball shoes and matching clothing. "Flying Jordan" is both a successful advertising campaign, but also the victory of the brand war, sales in the first year as high as 100 million US dollars. For the first time Jordan put on the sneakers was the ban on NBA officials, they think this is a violation of the Union's dress code. Nike keenly felt that this was a golden opportunity for public relations activities and launched an advertising affirmation stating that "Feit Jordan" was forbidden because of its "revolutionary design." Results Nike and "soaring Jordan" boarded the headlines of countless newspapers, the NBA was besieged. This event finally ended in favor of Nike's end. Advertising with athletes is a lot of people will think, but the most successful only Knight! And there's countless well-known "just do it," and the first "Just do it" advertiser's protagonist is the wheelchair athlete Craig Brown, whose slogan is the anti-white word . The slogan did not read aloud, but it aroused a generation of resonance. It is reminiscent of an obese person who postponed his weight loss plan, busy staff were disrupted by other activities, fitness activities, and all those who dream of participating in sports but were interrupted by a variety of things. It seems that Nike urges people to exercise, and immediately go to action to achieve.
Plastic Spray Bottle,Travel Water Bottle Collapsible ,Water Of Bottle ,Python Bottle
Packaging Bottles Co., Ltd. , http://www.nbglassbottle.com