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Nike officially named in 1978, to 1999 global sales reached $ 9.5 billion, into the "Fortune" 500 ranks, exceeding the original industry leader with brands Adidas, Reebok, and known as The past 20 years the world's successful Retro jordans for sale consumer goods companies.
Nike marketing innovation, in that it uses intermediaries brand line, to show their core strengths in the market, and it does not have to establish their own production base, do not produce their own Nike shoes, but in the world Find the best conditions for the production of the manufacturer Nike. And it contracted with producers is not long term, which is conducive to seize the initiative Nike. Select manufacturer's criteria are: low cost, timely delivery, quality assurance. Thus, Nike avoid the risk of manufacturing companies, to concentrate on product research and development, shorten the product life cycle, rapid introduction of new models.
Another marketing innovation Nike in its spread. It uses teen idols such as Michael Jordan, etc. to spread, but also the use of electronic game design Nike's special game. Each time after the introduction of new models, it requested the band to play, spreading a change of thought and quality. Nike's communication strategy to elevate its brand awareness, build brand equity value of its highly recognizable.
Nike's success is that it is focused on doing what they do best, not good to do something to someone else. This has become a new competitive strategy, but mainly for those innovative companies that are best at. This is the old Rockefeller-style entrepreneur challenges.
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