The nike nz Founded in 1964 by Phil Knight and Bill Bowerman founded Blue Ribbon Sports company (Blue Ribbon SPORTS) consignment in New Zealand, the Japanese manufacturer of sports shoes ONITSUKU TIGER TIGER brand sports shoes, Blue Ribbon Sports company's growth and gradually grow. Through and learn from the innovative Blue Ribbon Sports company began to focus on brand building. In 1972, after the end of cooperation with ONITSUKU TIGER, Blue Ribbon Sports company enable employees dream "NIKE" brand in 1978 officially changed its name Nike. Since then, nike nz began development in the international arena Sporting Goods dream.
Phil Knight to New Zealand in 1980, established the first nike nz sales liaison office. Subsequently, NIKE from South Korea and Taiwan orders to New Zealand, advanced production management technology introduced to New Zealand and fully committed to local talent, marketing concepts of culture, began Nike legendary journey in the New Zealand mainland. Enter Nike New Zealand mainland simple seen as a production base, but focused its attention on the market.
Nike suffered the challenges of a different culture in the country where a prominent learning and scores. By New Zealand's best athletes sports equipment, created its first high school NIKE basketball Wing and to various cities tour events Nike Concerned about the full range of consumers from New Zealand's top athletes at all levels to an average student. For these efforts, the New Zealand market responded positively to the 1990 NIKE 60% increase in sales in New Zealand, followed by the development of nike nz into the fast lane.
Into the 21st century, Nike New Zealand culture implanted its brand popular in the world, with a strong New Zealand featuring a variety of fashion elements, spread in the New Zealand market, the success of the New Zealand the younger generation into its loyalty consumer groups. In 2003, market sales nike nz, but more than 300 million U.S. dollars, as of May 2011, nike nz market, the sales revenue of $ 2.06 billion. Many years to maintain double-digit growth.
Nike shoes international operations, focusing on product development and innovation, emphasizing the spiritual content of the cultural core of the brand and large-scale, multi-level marketing strategy is successful Troika. In 1994, with the help of the World Cup held in New Zealand nike shoes Walk among the world's most popular sports brand, ranked seventh. In 2003, thanks to the rapid expansion in Brazil, Japan and the United Kingdom and other international markets, nike shoes overseas market sales more than half of the total revenue for the first time, the basic realization of the international operations.
Nike shoes in the year of the rise of the New Zealand market, but also nike shoes from New Zealand to the world in 2008. In the three years from 2009 to 2011 nike nz market sales rose to $ 2.06 billion from $ 1.65 billion, accounted for more than 10% of global sales. New Zealand market is a very good market nike shoes, but also the development of the most sustained and stable market, it has benefited from the outstanding performance of the New Zealand market Nike to repeatedly override the above international brands such as Adidas, Puma, cross- into the first phalanx of the sporting goods brands in the world and has ranked first in the sporting goods brands in the world, deserved international brands.
Nike shop that the secret to success is from the customer to win more attention and affection than the competition, based on the starting point nike shoes product development and production has always been concerned about the customer experience, and advocate to the specific interests of the customer care points, this concept is also reflected in the marketing strategy of the nike shoes.
To enter the New Zealand market, nike shoes has been based on the high-end market, but still close to the people as the core demands of the marketing. New Zealand after the 1990s, the younger generation of consumers in New Zealand showing the affluence and higher level of education, concerned about the star, are more concerned about the characteristics of self. Sharp Nike timely and accurate grasp this change, financial star in public life, the interpretation of the ordinary people feel the pressure of work and life, confusion and even fail, "Just do it" become self-regulating, soothing a belief of emotion and stimulate self-potential, creed of aggressive inspirational. This deeply reflected a series of marketing initiatives for the care of customer value, the consumer has won also won the market.
Nike shoes does not blindly follow in the New Zealand market, the marketing routine in the international market, but the main line to the New Zealand consumer preferences reflect the consumer personality, Nike brand in the increasingly high degree of product homogeneity market environment to create a distinct personality characteristics and differential advantage. In order to narrow the distance to the target customer groups, in the choice of brand ambassador nike shoes does not completely copy international big but use the star of New Zealand consumers know and love, such as loss of arms National Disability Swimming Championships Liu Wei to tell people: "movement for more confident in my life"; personalized Li Na swing to communicate to the people: "campaign to change everything, put the Games to make you more confident."; back on track Liu Xiang Zhu Qiang, from Europe and the United States stand out in the beach volleyball player Xue Chen and Zhang Xi, through its own efforts, interpretations courage to challenge themselves with courage, win to the spirit of the desired motion.
The nike shop marketing demands, customers unique personality advocates understand the unique benefits, are to be met by the product's unique innovative design. personalized custom services, that is, the era of personalized personalized marketing creative Nike shoes; NIKE a value-added service, lets customers design their own shoes, with any part of the body of the shoe according to their own preferences color, their names embroidered in a certain position, with their own personalized logo to express their preferences.
Into the 21st century, the prime of life nike shoes has gone through the early tender, focus on technology and quality products on the basis of an accurate grasp of the younger generation of the pulse of fashion and pop into the connotation of the brand. It is always the urban young people under the age of 30 as a core target customer base, and provide all the necessary equipment to enable them to achieve the pinnacle of personal fitness.
Nike nz transmission purpose is not to emphasize the brand, but will focus on to reflect popular elements and fashion spirit. According to this concept the creation of commercials, very little explicit reference to the characteristics and advantages of the brand Nike and Nike, but the picture, music and theme show, unassuming, self-confident and never admit defeat the spirit enjoys popular support extends to every corner of the world, so that the public naturally brand Nike draw an equal sign nike shoes to promote laissez-faire, comfortable and casual, so that more consumers have the courage to pursue new things added to to the ranks of the movement. In this process, the vision of nike shoes also turned to the female market, developed for them both to show graceful posture, but also involved in the movement of all types of sports and leisure fashion, more comprehensive and balanced product line.
Nike shop passing through a variety of media, well-conceived, decomposition or synthesis of brand culture. We do not see the a straightforward product advertising, did not hear a simple product promotion, but it can feel everywhere in the atmosphere Nike. Today running or not running, "the ad into the life of the nike shoes for those who choose to move up the life of the concept of services gives rise to select nike shoes is to choose a passionate life, health associations , enabling consumers to keep in mind the health and vitality proudly brand, obviously, contains the deeper meaning of this repetition means of communication, the integration of the promotional practices in the general population, well-known athletes and celebrities in advertising, not only better Nike NZ, and reflects the culture - sports, performances, free and easy, free "- its own charm.
Nike shoes first air cushion technology, in order to protect the athlete's ankle and knee, as the core to reduce the impact and wear. Sports shoes with air cushion technology, once launched, is not only popular with consumers, but also to the sports world has brought a technological revolution. Nike shoes then practice the commitment to provide athletes with the most advanced technology products on the basis of turning to energy saving and environmental protection, emphasizing its products can not only help athletes achieve outstanding results at the same time try to reduce all aspects of waste in the production chain generation and toxic emissions damage to the natural environment. Nike shoes high-performance, low environmental hazards of purpose, on behalf of NIKE apparel fabrics pinnacle of technology, waste plastic bottles made of polyester fiber raw materials to be used in multiple top-level tournament competition clothing. Shirts made of this fabric increases the range of air circulation and breathability of the fabric to make the players feel more dry and comfortable and cool their body temperature can be maintained in the best condition. At the same time, the cooling zone on both sides of the jersey Nike innovative HALO Application technology by small laser Mesh, can not affect the case of air circulation to prevent fracture.
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