"Nike's response strategy and reconciliation method is no longer effective in this era. We will innovate + be down-to-earth, and strive to at least surpass Nike in the Chinese market next year!"

This is what Jiang Chao said when Lai Shixian convened a senior meeting of the Super Gods, and it is also the goal for 2012.

The global market is too grand now and the scientific research level cannot keep up.

But the Chinese market can really look forward to it.

Lai Shixian, Ma Xun and others were so passionate that they were set by Jiang Chao. Super Nike, would you think about this before joining Super God Sports???

For these high-end talents who have been studying the sneaker industry since college, it is already good to gain a foothold in the sneaker industry in the future. Many domestic brands soon became in the world after starting their own businesses, and now Jiang Chao is already thinking about the Chinese market catching up with Nike!!

At the end of the last century, Adidas and Nike both entered China, not only carrying the resources and halo of global sports superstars, but also exploring exploration in sports and fashion fields.

Subdivided fashion brands such as Air Jordan are very popular and are very popular in the Chinese market.

When the Adidas NMD series was released, the global sales volume exceeded 400,000 pairs on the first day of its release and triggered a price increase. Many Chinese consumers would be very proud if they could own such a pair of sneakers.

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

However, as the trend changes and the halo of fashion fades, people find that these shoes have many problems in their style design.

These shoes from Nike or Adidas have the following characteristics: they are easy to peel, hard leather, and easy to get your feet worn.

The style design of international brand shoes refers to the slender Western foot shape, while Asians generally have wider forefoots.

If this type of style is placed on functional shoes such as basketball shoes and football shoes, it will affect people's daily wear from a young age, and in general, it will affect athletes' performance in the competition, and over time it will definitely affect consumers' choice of products.

However, due to insufficient funds and other reasons, domestic brands have always adopted the initial operating model of cheap volume. To put it nicely, they are small profits but quick turnover.

Since 2008, domestic brands suddenly had their products in the marketing field, and domestic products have also kept pace with international pace and made more and more outstanding.

Nike and Adidas have been trying the DTC (direct consumer) model. Jiang Chao announced that he would continue to try it in 2012, but everyone felt much pressure, but they had greater expectations for the future.

The advantage of this is that it saves dealers, stores and maintenance costs, but the brand's private domain operation and promotion and marketing are particularly important.

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

Jiang Chao signaled that around New Year's Day, he would start to form group buying groups and good-quality sharing groups by store managers spread all over the world, turning consumers from scattered individuals into private domain-operated communities. At the same time, private domain marketing distribution will be carried out on a large scale at each node of new product release.

Do you Nike Adidas want to sanction us?

Then I'll be even more cruel.

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

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

Nike and Adidas are not too late to act on DTC, but because they believe in the brand effect in the international market, they have not spent much effort on the private domain operation of the domestic consumer market. Moreover, their high brand attributes and high prices have made their DTCs look nothing more than their performance.

Jiang Chao and Lai Shixian know that the consumer groups that help them 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 and Super God Music and Super God Forum? Any unintentional comment here may bring sales.

Just like the hot comments on "Falling in Heart" in the Super God Forum are still the same sentence:

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

Some people who don’t understand shoes will pay attention. In fact, few movie fans will pay attention to how beautiful the shoes of the male and female protagonists are, but someone will definitely mention them when watching movie reviews.

This is the marketing strategy in the Internet era.

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 in development.

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

Jiang Chao happened to see a vivid example before traveling through time.

That is the earth bet who was originally half dead and very moderate.

Taking Hongxingerke on the Douyin platform as an example, #Hongxingerke Donations# has 240 million views in a single topic, and the number of likes from the related responses of Hongxingerke President Wu has reached 6.833 million. The "wild consumption" craze that occurred in Hongxingerke's live broadcast room has created a continuous popularity.

In fact, while Anta and Super God Sports rose, Puma also rose again to challenge the two giants, but they started from the fields of football shoes and tennis shoes.

Their director was also very good at thinking and directly posted an article on the thesis website to analyze the sports goods markets such as Super God Sports and Nike Adidas.

Speaking of which, Puma's re-emergence is not unrelated to his paper.

He was like standing directly opposite Nike Adidas and gathering all the shoe fans who didn't like them.

Adidas and Nike's leading position has been constantly impacted by other sports brands, and their products have been criticized by the President of Puma for being uninnovated, especially Adidas has been lacking in hot products in the past two years.

In contrast, the Celestial Kingdom chose the path of national tide elements.

For example, at this year's Paris Fashion Week show, Li Ning launched the "Li Ning x Chenglong Co-branded Kung Fu Series", which caused a lot of sensation.

Olympic champion Li Ning and kung fu superstar Jackie Chan are both representative icons in the international community. This cooperation can be said to be mutual endorsement.

Of course, this is clearly a study of Super God Sports. Super God Sports has already shown its style on New York Fashion Monday last year and has cultivated a top supermodel like Bella.

Jiang Chao and Lai Shixian naturally also paid attention to Li Ning. Jiang Chao's attitude towards domestic competitors has always been that he will not offend me.

It’s okay to follow our steps, just don’t bend your own people.

It would be better if domestic sports brands are blooming. Jiang Chao would not say that he must acquire them and unify the country. This would hinder the progress of domestic sports brands.

However, Li Ning's designer does have a few tricks, after all, Ma Xun is also considered a former Li Ning designer.

After the national trend of Super God Sports, Nike and Adidas were naturally unmoved. Their designers were all European and American, and they could not understand them.

But Li Ning was very fast.

Moreover, they like to take shortcuts, so they can just collaborate with Chinese style things directly.

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

After jointly creating the Palace Museum, it jointly created the Dunhuang Museum and launched a series of products, each style has an exclusive name, "Qianxingce", "Qinbiantai", etc., which reminds people of the Silk Road.

From the above two products, we can see the transformation of domestic brand joint strategy. From product combination to "cultural integration", Li Ning is constantly shaping his brand image through joint branding and giving a new definition of "national trend".

Young consumers often want to express an attitude when purchasing joint models, and Li Ning is trying to make this attitude more Chinese-style.

But this is obviously a bit lower than the original creation of Super God Sports. The only joint title of Super God Sports is "Kuroko's Basketball", and it is not a pure joint title. The person also specially created a pair of shoes for the characters in it... The joint title is Curry's generation's Kuroko blue color scheme, etc.

President Li Ning also generously admitted that he could not do the Super God Sports as confident:

"There is no way. People have Knicks bonuses, and their national trend can be launched. We are the original national trend from the beginning and it will be ugly."

"But our joint brand is not expensive, it's the same price as the original sneakers."

"We are already the cheapest in China. TP9 (Tony Parker Boots) is only 199! Star Boots!"

The president of Peak Sports, who is collaborated with the sneaker color and Dragon Ball, also came out to tell us why he did not make independent national trend products, but instead made a joint brand with Neon Anime.

With the global economy recession and widening economic gap, the track Nike and Adidas chose only provides the second choice for consumers with economic strength.

Ordinary people will be more inclined to buy some more cost-effective consumer products. In the Chinese market, the characteristics of domestic products are famous for their lower prices and better quality.

"Don't worry about Pick Extsteps, everyone has their own directions, and this is their magic weapon for survival."

Jiang Chao clearly remembers in the future that from the perspective of product characteristics, domestic sports brands actually stood out from the segmented tracks. For example, Xtep started to work hard from running, Anta made breakthroughs in scientific research and technology, and Li Ning broke through the circle from a fashion perspective.

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

The good opportunity for Chaoshen Sports in addition to sneaker takeout lies in the series of national trendy shoe and clothing styles created by the sports brand, which provide the Chinese people with a sense of national belonging.

These factors combined together are the "Chinese feeling" that Adidas President Rothard mentioned.

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

"Only by producing products suitable for the Chinese market, promoting measures that truly meet the needs of Chinese consumers, and devote themselves to studying the Chinese market, you can seize the window period for the growth of China's sportswear market. Otherwise, consumer loyalty may gradually fade."

It is not that easy to "cross the mountains" in domestic products, because no matter which country there are loyal fans who are loyal to Nike and Adidas. Since ancient times, there have been "traitors" and now there are also them.

When Super God Sports was developing so vigorously, of course, domestic professionals also gave Nike Aditi advice.

They are also sincerely suggesting that Nike sinks into the market to understand users and adults, times have changed, and now it is not the era when you buy whatever products you create.

"Hurry up and use your scientific research to get started. I can't stand it. My roomful of Nike boots can't be rotten in my hands!"

Although international sports brands in the domestic market are already a little tired, Nike and Adidas, as the big brother in the sports brand market, their strength in all aspects should not be underestimated.

The highlight comments of these "traitors" under Nike's official microblog also attracted the attention of the Super God team, and Jiang Chao also used them as a positive textbook, reminding everyone to innovate well.

Taking the patents that international brands are proud of as an example. Data from the World Intellectual Property Organization website shows:

Nike's new century invention patent applications totaled 14,459, of which 3,778 invention patents were used as the keyword;

There are a total of 2,534 invention patent applications from Adidas companies around the world, of which 212 invention patents are based on footwear as the keyword.

Data from the World Intellectual Property Organization website shows that the number of patents of Xtep, Anta and Li Ning in the past decade is 267,388,616 respectively.

The reason why Li Ning emerged in the new century was because he developed the revolutionary double-fly running shoes, committed to solving the problems of shock absorption of heels and midfoots and transitions between them.

Later Anta was able to gain a firm foothold because it launched a midsole cushioning technology "Flash Energy Technology". Anta A-FLASH FOAM, created by the "wormhole", can bounce back like a spring when it touches the ground through countless high-intensity compressed particles, rebounding like a spring, and quickly provide energy feedback.

Technology will promote the country and any industry will also prosper.

However, the technical barriers accumulated by international brands over the years cannot be broken by domestic brands in one day. Domestic products still need to work hard to increase the number of patent applications and the speed of innovation.

Nike and Adidas are two sporting goods companies with a long history, both of which are constantly catching up with their opponents.

In the future, the battlefield for domestic and foreign sports brands will be in the competition of patents, and whoever can get the first chance can have the last laugh.

Jiang Chao made a summary at the end of the Super God Sports Senior Conference:
To be continued...