Nike's Road To Public Relations In China: Cultural Reconstruction To Create Market Space

Since 80s of last century, Nike has been walking in China on the two legs of "Star Marketing" and "cultural remolding". Nike has been moving to the "star + movement" marketing mode in China on the other hand in China. Chinese people have known Nike and Nike's brand culture when they are fascinated by NBA and Jordan. Another way for Nike in China is "cultural remolding" -- changing Chinese people's understanding of sports and leisure, combining Nike brand with fashion and Western culture. Only the popularization of sports can bring more sales of products, and strive for market space by exploiting sporting goods market.

Nike not only sells shoes and sports products in the Chinese market, but also a cultural concept and consumption experience. In 1980, the vast majority of people in China did not know that there was another brand named Nike in the world. They also thought it would be ridiculous to buy a pair of shoes at half the price of TV sets. All the adults are working hard for their own food and clothing. Sports and leisure are not on the agenda. All the young people are worried about the exam results. They will not know anything about the far away sports shoes from the other side of the world, let alone their preferences.

After winning the business network for 90 years, Chinese people began to be familiar with western popular culture and sports. The recognition of Western cultural concepts made all Western cultures become a symbol of fashion and civilization. More and more Chinese people are beginning to yearn for personalized display and free lifestyle. Nike sports stars and Sports culture The brand marketing and public relations promotion for the spindle are catering to this demand. Nike It is a great effort to publicize the popular culture in China, and combine with the highly personalized and free Western culture elements to intervene in the development of China's sports industry and pass on the popular culture elements and consumption ideas of Nike. Catering to the Chinese new generation's thirst for individuality and freedom, we should fully promote the American culture and consolidate its strength by extending and strengthening the brand connotation in the Chinese context. brand image And brand cultural identity, all of which make its product sales in China continue to grow rapidly. Nike's sales in China have surpassed 300 million US dollars, with an average of two days, three Nike stores have appeared in various cities in China. In this sense, Nike's model is basically successful. However, it is not without worries.

With the expansion of consumer groups and market size, Nike's popular culture marketing route will inevitably touch the basic framework of Chinese cultural concepts, and Nike's "fear chamber" has been "scared". Its high taste and high price positioning for the middle class will also become one of the bottlenecks of its sales growth. At the same time, the "star + sports" mode is not the absolute advantage that can not be duplicated by competitors. In 1998, Adidas launched the street basketball promotion project in China, and then launched the "Asian basketball tomorrow star" youth basketball promotion activities. Recently, the 2006 World Cup took the opportunity to launch a new marketing offensive. Coincidentally, Reebok also used the "sports star" strategy to promote brand in China, which further resulted in the homogenization and patterning of sports brand marketing mode.