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& nbsp; & nbsp; & nbsp; approaching 2008 Beijing Olympic Games, triggering strong domestic and international business organizations, the Olympic bus ride to get higher profits. However, delicious cherry tree planted hard, retrieve bills over the years involved in the Olympic business, both successfully reached the winner purpose, there are losers lose everything. Editorial department of special planning the sporting goods trade show marketing agency reports, the reporter in-depth investigation in Shanghai and Beijing, interviewed dozens of people in the industry have had ten years of sports marketing experience, the interpretation of international companies Nike, Inc. Li Ning and local sports marketing company on the success or failure for the "ride" the commercial institutions to provide methods and experience of sports marketing. Nike was founded only 30 years to sit tight beat old rivals Adidas in the world, Nike China Liu Xiang, but also because the success of planning a series of activities have been widely acclaimed industry. Nike's success is not to sell shoes, only marketing emotion. & nbsp; & nbsp; & nbsp; sponsoring sporting events rarely behind Since Liu Xiang won the first prize at the Athens Olympics, he has become the object of pursuit of numerous companies competing, and this Nike's employees when it Liu Xiang fraternizing drink and a laugh, because Nike as early as 2002, when Liu Xiang, freezing or the media when it signed a contract with him. Athens Olympic Games gold medalist in the 32 Chinese delegations have 12 Nike sponsorship, including kayaking, tennis and other ground-breaking projects. Why only Nike to insight into the opportunities? Nike tells its own experience the company wants to leveraging the sports industry, sports marketing is not a sponsor, but also to be steady and constant innovation. corporate sponsored events often have to spend huge amounts of money. Li Ning, Shanghai GM, GM (China), the farmer Springs, JLF, Qingdao Red Collar Dress as a partner in the Olympic Games, the Chinese Olympic Committee each company shall pay 10 million yuan worth of cash or goods, which can not be less cash to 90%. In contrast, very few Nike sponsorship of sports events, but it's brand exposure but never less than others. At the 1996 Atlanta Olympics, 12 paid $ 46.5 million of the company was named the official sponsor, Adidas. Nike quietly bought out prominently Atlanta, billboards, made Nike the exclusive advertising. According to executives at Nike had introduced work during the Olympic Games, Nike sponsored the national diving team swimwear, in fact, Nike does not produce swimwear, but to this end the temporary bought a factory. Indeed, sponsored by the Li Ning Company is also receiving awards won on the championship podium the eye, but many of the media confused the picture freeze beautiful moments in the athletes jumped into the water from the air, no doubt Nike has prevailed. mention brand exposure, may people the impression deeper Liu Xiang. Day 3 at the gold medal, the major media constantly repl Retro jordans for sale ayed moment Liu Xiang gold medal, and his feet magic shoes is Nike carefully prepared. Nike brand exposure just a small part of all the work to maintain long-term contact with the athletes is much more important. athletes perfect planning case Nike public relations manager Li Yuan Wen original work at Nike headquarters, according to her, 16 buildings are the headquarters of the world's top athletes named. Office lobby displays photos of famous sports stars and trophies; connecting each building on the promenade of the walls hung with copper statue of Nike signed Players States and Biography ...... "tour, visitors feel the pride of these sports is that they live . The part you will often see the stars move around in the office, they dine at the same restaurant with the staff; the same gym, like family no staff asked them to autograph, "she says with a laugh... Employees Nike sports marketing department to run around all day in a variety of training ground, can not wait to live together with the athletes. It is also able to identify what Nike excellence of the important reasons. Li Tong was signed Nike track and field athletes, because Liu Xiang alumnus, so long before there is contact with Liu Xiang. Li Tong's recommendation, plus the actual inspection of Nike, Nike makes Liu Xiang entered the field of vision. In late May 2004, Nike put Michael? Johnson go to China, then Johnson Liu Xiang feeling in good shape, so Nike boldly develop programs based on this fact. The whole event from June to begin planning to begin in late July to promote, through public relations and networking, the Chinese team to Athens 10 days ago launched advertising. In addition to advertising, Nike also designed in Sina News Liu Xiang, Liu Xiang, gold medal after 30 million people go browsing Liu Xiang's every move. While other companies are planning to make endorsements when Liu Xiang, Nike has been the first time provide a comprehensive understanding of the national audience, Liu Xiang's platform. Nike Pan Jianhua, director of the Greater China market, said this is just the opening and Liu Xiang relations. "Our long-term goal is to be able to represent Nike in 2008, Liu conveyed a voice. We are planning four years, which occur when Liu Xiang, he is not professional players, professional players can lay the league a few months. Nike must use appropriate point in time make him appear, and each occurrence has a different story. " classic Nike athletes closely when said Jordan, from 1985 has been 20 years since the signing, Jordan shoes has been developed to "18 generation", again this year, Nike Jordan go to China for the high school league championship awards. Jordan endorsement of Nike products, to convey to children the concept of basketball star, to encourage children to enhance their longing for basketball. In fact, many companies are also sponsoring Jordan, and consumers are very natural to think of Michael Jordan and Nike together. Pan Jianhua said that the work at Nike 10 years there is an important experience, sports business takes time. "Sport i Cheap foamposites for sale s the emotional nature of business, is that people's excitement sadness and joy, and cultivate emotions like love, like, need to accumulate many domestic sponsorship is short-term, but this effect is almost zero, because consumers are very forgetful If enterprises selected image associated with their motion, should serve as a long-term investment. "Like the company is now doing" celebrity training hall "is the annual Invites the World to China to teach the former Olympic champion, to provide guidance for Chinese athletes, Not only is the technical level, but also the level of competition mental preparation. Such a company is to maximize the use of existing resources. connotation five seconds outside of a girl in the school cafeteria to buy a piece of cake, she made the motion to throw the discus throw out the plate, then took a bite the hands of the rest of the cake. This is the latest Nike ad campaign created five seconds "at any time" in a segment, this series of ads took the audience award at the Advertising Festival in Chengdu. And many generous different Nike, the advertising costs are very low, the background story is the students' daily learning and local life, the concept you want to convey is: sports has been integrated into your life. What five seconds ad mean? General business tend to do their own image ad, shouted a slogan or even repeated three times, and Nike has a story. Nike knows that consumers slogan or a logo does not feel anything, and he did nothing to think. brand manager of Nike's Xu Ying in the company for three years. When it comes to brand strategy, she has been stressed that Nike is in creating and leading a culture. So proud that she created Nike shoes culture in China. Xu Ying said that three years ago, no shoes Chinese culture. China is a country clothing, people have always been a pair of shoes with a wide variety of clothes, rarely choose shoes. The secret of Nike shoes to create a culture is to choose the right people to do the right thing. When a group of children from abroad like to do some underground stuff. Nike contact with them, to give them the performance in China. Nike shoes promote culture Another tip is to take full advantage of the power, there is a shoetalk (I'm crazy shoes) Forums Sina, users can tell the above story shoes, any brand of shoes can be discussed. & nbsp; & nbsp; & nbsp; consumer acceptance of the culture, to accept your brand fundamentally. Like the US or the UK football NBA has moved far beyond the scope of events, a campaign has become the country's carnival activities. "NBA is a very systematic system, the entertainment, competition, factors stars any one industry contained perfect presentation in front of you." Pan Jianhua said. Nike is now the main push the basketball culture. American high school league is the NBA's preparatory classes, and the National High School League Nike in China have also been held to a fourth year. This year, Nike launched the "Alliance concept" and proposed to do YouthCulture (youth culture). Xu Ying said: "There is only one basketba jordans on sale online ll championship, but there are many in YouthCulture can dunk champion may be the best, the best comic strip can also be the most dazzling cheerleader, ...... We started construction of the platform. After completion, we decided to start the promotion of culture. Only those who have the ability to influence culture to popular. We launched this year 'Warriors Union', you want to tell the children not only need to have their own style, but also need to have an alliance behind you, help you cheer, you write articles, painted posters in Shijiazhuang, Hebei, a player has organized more than 1,000 people, the Internet got 5000 votes. Only a cultural identity, will have a very big effect. " at the Shanghai headquarters of the interview, I happened to see PR Amy read a letter in high school league activity for a planning program, though naive, but seriously. Nike's employee said, when they were the streets of Beijing to interview the children, they say, Nike really understand them. Here we see a brand really affect children in their very early age lay deep imprint brand that affect their lives.UX 2 from the body, we can see UMBRO's efforts, they from hundreds of creative in picking for all elements of the shoes are then fused on this pair of shoes. The shoes behind half covered by a layer of synthetic rubber material, the back rest is mesh filler. Covered with the rest of the shoes is thick artificial materials, also foot instep and most of the area are covered with cross shaped synthetic material processes. The design called "touch control. blue diamond, like the vast ocean, and the stars in the Milky way, will become the most beautiful memories of you this summer.10. Kidd three double Kidd is an outstanding defender, not only scoring, assists, rebounds is also very good. 19 years of his career, Kidd averaged 12.6 points, 8.7 assists, 6.3 rebounds, he had 16 consecutive seasons will get at least 1 times "three double". In the history of the NBA, this is a record that no one can be the enemy. Kidd, a total of 12091 assists and 2684 steals in the history of the NBA after Stockton came in second place. His career took 8725 rebounds, the figure in all the defenders ranks first. Career totals for 107 triple double, in the history of the third column. In the playoffs three double list, Kidd 11, ranked second. The first is a magician, he appeared in the playoffs 30 times three. Video: please see the original 9. Griffin of the dunk Violence Aestheticssince Vince Carter gets old, no one who will make for the dunk because boiling in the world. But Griffin is such a guy. Whether he tried to complete the action can succeed, can make a lot of people's blood pressure rose rapidly. He always like a supercar, at the starting line screaming, the tachometer continuous approximation to the red line, waiting for flying instruction to a, rub a triumph in the skies. this guy definitely changed many people view of the dunk, he is wandering in all previous dunk athletes guy -- bickart more powerful, than James and momentum, ahead of Shaquille O'Neal for basket rag cheap jordans for sale ing degree is not high, than Howard figure far more. At this height, so flying dunk, can let me think of "King kong". Dude, I don't mean any racial discrimination, but I really admire his strength. That feeling is wonderful. Video: please check the original 8. Iverson crossover extraordinary even retired, memories of Allen Iverson, stay forever in the sunny summer: with 27 injuries AI a cross step variable to shake down around their tyronn Lue defense, firmly hit the ball across lying Lou on the ground, side is dull to stop Kobe Bryant and Shaquille O'Neal. for the vast majority of 80 fans, could not find a more perfect than the basketball moment. When the mean fans put forward such requirements for Iverson, but he just forgot to a height of 1.8 meters, weighing more than 70 kilograms of dwarves. But such a basketball little fighter, but for the fans the most romantic memories: AI like a man. About people, Americans use the word "Crossover" can be understood as cross-border, cross. Basketball every fight is like a war, and throw off opponents represents victory. Iverson said: "only I can make myself stop." But with a bitter face before the Lakers assistant coach Winters in an interview in the 2001 finals, as a fan of AI. "He"Nike Air Foamposite Pro "Red October" in accordance with the real exposure 2015-01-11 10:59:33 spy earlier exposed this pair of Nike Air Foamposite Pro "Red October" at the moment it has been many "strong concern spray foam die hard," before the network brings its latest pictures for us, the shoe body dark snakeskin pattern making, body red, black shoes do a little modification. A series of the whole to maintain the original style, to be "red" in the end, but overall the dark red, I do not know whether you will cause some difficulties in the dress collocation. It is reported that the shoes or will be on sale in April, the number of 624041-603, interested friends may wish to focus. [Chinese shoes Network - News] Nike brand founded from 1963 to 1972 was officially named as NIKE, developed to go beyond already the leading brand Adidas, Puma, Reebok, known as the "new world for nearly 20 years The most successful consumer goods companies "created. Since 1989, Li Ning has been founded more than twenty years, although there has been dominant for the Chinese sports brand, but the field of sports brands in the world, but difficult to humble. Li Ning and Nike gap where Southern Ke Zu slightly leaders believe in the following four areas: First, the difference between the spokesperson on: first-class and second-rate star superstar gap advertising generally adopted modern celebrity endorsements, on the one hand, research psychologist final analysis people are always subject to the temptation of celebrity endorsements, whether it is good or bad, our minds are born generously to us The attention more toward celebrities. In addition, a pure product of advertising and publicity a celebrity there to promote products from the advertising broadcast simultaneously, under the guidance of the subconscious, the audience will ha air jordan 11 space jam for sale ve the pure product advertising information delivered doubt psychological, but for those whom they regarded as the subconscious Friend's celebrity made the recommendation will produce a sense of trust. Sales celebrity influence on naturally formed. First look at the Nike spokesperson lineup, Bryant basketball field, James, Anthony, Parker et al., Football fields C Ronaldo, Ibrahimovic, Drogba, etc., tennis Nadal, Maria Sharapova, etc. These spokesperson covering almost all areas of the topmost superstar. These celebrity endorsements bring the first brand promotion, excited to see the star make people more deepened Nike's image in people's minds, so that Nike is more widely known. Secondly, the star's endorsement will increase confidence in the minds of the product, Bryant wearing Nike shoes will be so amazing to play, I wear it if it can have excellent performance. Again, in a way many sports fans will find the time to see the eyes of the superstar superstar endorsements link between himself and a hint: that we were wearing Nike shoes. Many young sports fans will rush to buy Nike shoes, to imitate the star of their own hearts. In short, not only first-class superstar endorsements brands have been promoted, it will bring to boost sales to some extent. Look at the Li Ning's spokesperson, O'Neill, Turner, Jones, of course, very well-known O'Neill earlier, but nearly retirement age, the court vested with no deposit, it is hard to combine with first-class brand. Near the end of a sports career with people speak, it is with sports, dynamic brand positioning large similar tribunal. Turner, Jones is no visibility, select few people knew almost second-rate celebrity endorsements, so that Li Ning's international reputation is difficult to upgrade, sports fans also will not go in hot pursuit. From the ad uses the principle of celebrity endorsements of view, because of its small selection of well-known spokesmen, it attracted a lot of attention is also significantly less, and secondly, people are rarely able to get a sense of trust products from the unknown second-rate celebrity endorsements. The consequences of second-rate celebrity endorsements is not only brand awareness on the promotion of a lot weaker, and the impact on sales is also poor. Second, the advertising media of choice: the gap between first-class and second-rate media media The quality evaluation of advertising media there are many factors, such as arrival rate, coverage, authoritative, and so on. It has a close relationship with the brand strategy, local brands are mostly local media choice, if you want to become an international brand would need to select the international media, we must continue to make use of international advertising media brand communication, expect to get a higher visibility . In the advertising medium of choice, the targeting of international brands Li Ning and Nike is very large compared to the gap. Nike's long-term dominance of international sports brand and its advertising media selection inseparable. In the television media choice, multiple s cheap air jordans elect countries Nike high ratings authority of the media, such as in the country as the main choice of CCTV television media, and among the many game spots, which can improve the rate and reach of the audience. In newspapers and magazines media, Nike more choice national sports newspapers, magazines, such as in the country "Sports Weekly", "Basketball Vanguard" and so on. Nike most effective advertising media than their propaganda kept at the Olympics, World Cup and other events by the attention of the world, such as the 2010 FIFA World Cup when Nike invite them to speak to their shooting star "kicked Legend" videos, extensive causing the target audience's attention, and thus the most effective to enhance brand preference and purchase intent. In contrast, Li Ning, although playing sports brand to enter the world's top five goals, but few have ads running in the international media. Although Li Ning in the country has been in the CCTV advertising, but want to go out of China in the international arena needs more authority to select media publicity. In the international competitions are rarely able to see Li Ning, even in the local 2008 Olympics failed to get sponsorship in the World Cup it is difficult to see Li Ning figure. Brands in order to the world, advertising in the international arena is inevitable, the only way to make the brand better dissemination, and truly become an international brand. In this regard, Li Ning and Nike have a big gap, which need to go a long way to go. Third, the brand positioning: focus on the gap between the proliferation of From a functional brand positioning point of view, Nike has been pursuing for the people who love sports to provide professional sports equipment. Nike from its inception, to focus on the movement, it firmly grasp the sport more and more people pay attention to this field, focusing on the people who love sports to provide sports equipment. It is reported that Nike headquarters a few hundred people R & D team, they are based on consumer demand, and improve body mechanics, optimizing product, pay attention to develop leading-edge, high-tech shoes. Such professional attitude, so Nike sports products have been welcomed by customers. Nike positioned about sports so get up more consumers see Nike can think to their favorite sport, the Nike brand is merged with movement. Nike sports in addition to positioning functions, positioning the brand appeal is the spread of a brave struggle and aggressive spirit of sport. The spread of the spirit of sport is undoubtedly a great success of the Nike brand operational, it is more able to evoke the voices of the people who love sports. It organizes a variety of sporting events sponsored by the spiritual movement spread around the world, so that people pursue while Nike is pursuing an aggressive sport spirit. The other hand, Li Ning, which has been giving a feeling of flooding in the brand positioning functionality. Li Ning has been positioned between the sports and leisure swing, swing the consequences of this is that consumers can not judge him in the end is a sport or leisure. So no clear positioning is impossible to grasp the consequences of its customer groups, not to mention culture more customer groups. In an increasingly competitive market circumstances, who did more professional, more focused on a particular field, who can seize the customer, you can get considerable development. In the appeal of the brand personality positioning, Li Ning and Nike can not practice more comparable. It seems to ignore this aspect of the brand personality, unable to find a spirit or personality from his various brand communication. From Gallup survey done for the Li Ning can also get a glimpse: consumers that "Li Ning" like them around a distinctive character is not a friend, that he was very cordial, very familiar, but it is the lack of a distinct personality. Brand like a man, a man of character will make people bear in mind, on the contrary, it is difficult to impress, Nike in this respect the role played a very good benchmark. Fourth, the target market: the movement of people who love the gap between young people of With the enhancement of people's living standards and concepts, people concerned about the increasingly high degree of movement, especially young people. Such broad market will bring endless benefits, Nike seize this trend, their target market is people who love sports. In determining the target market, Nike product design, research and development but also to a more professional attitude to create a first-class sports equipment, bring security and comfort for the movement of people. In terms of brand communication, Nike is adhering to the theme of sports, to promote the spirit of sports, Nike and exercise together. When you see more people wearing Nike sports shoes ride in the sports arena, we found that Nike's target market is so accurate. Li Ning has been committed to its target market of young people aged between 14 to 28 years old, student-oriented, medium-sized cities, like sports, advocating trendy and cosmopolitan population trends. But according to statistics really buy Li Ning Sports Goods of core consumer ages are in between 18 to 45 years, living in two cities, middle-income, not "sports of heavy consumers." So in 2010, Li Ning is the revamped its logo, and the slogan will be changed to "Make the Change" (make changes), in order to attract the attention of young people to be more direct consequences of doing so is likely to lose the original loyal customers, for customer loyalty is a damage. Nike positioned with all the people who love sports practice compared to a lot less, people locate loved sport will not hurt some consumers can be more sought after. target market is different, after guiding product design, brand communication and so on, when Li Ning product design more tend to be younger, brand communication is the concept of the use of even more young people after 90, which in the invisible has hurt the feelings of the original customers, they gradually reduce the purchase and support of Li Ning, Li Ning will be a loss. "Li Ning is Wild Regardless, Nike is the door lady", Wild aunt to become door lady, still need to improve in all aspects of their own. (Chinese shoes Network - the most authoritative and most professional Footwear News)is also the 14 generation of shoes classic popular style, white and red dress Air Jordan 14, "Candy Cane" will also be re engraved in 2018. For the first time in 1999, with a crisp white color as the visual key, red detail and black carbon plate are very bright! Although MJ did not wear this color in the NBA arena, but as the 14 generation family quite dynamic temperament style, Air Jordan 14 "Candy Cane" return is definitely worth looking forward to! : in addition to a series of summer colors and a joint design with the Japanese street brand NEIGHBORHOOD, the Adidas Originals popular shoes Iniki Runner will also usher in this new "Goldenrod" version. At the bottom of the iconic white BOOST, the upper is made of bright yellow nylon mesh and suede, and the black three - wire logo and heel are echoed with the outsole. It is reported that the shoes will be on sale in the near future, the price is 120 U. S. dollars. bonded port attracted the surrounding goods to Chongqing transit; "Chongqing made" can seamlessly enter Eurasia countries. Although the Chongqing bonded port district has not yet started construction, but the pull of investment has been highlighted. Yesterday from Bishan County News, international -- the largest shoes manufacturing company in Italy to start building Chongqing falca shoes OEM production base. After the implementation of the project, it is expected to make up for Chongqing shoes industry chain, the lack of children's leather shoes this blank. ; Italy brand; want to "hand in hand"; Chongqing Italy falca footwear was founded in 1974, is the world famous footwear production enterprises. Its naturino (the son of nature) is a world-renowned brand of children's shoes. "after the financial turmoil, Italy footwear enterprises are also beginning to search for safe havens."." Bishan County shoe Office officials said last month, the county leadership led to Italy, Britain, France and Germany in foreign investment, Chongqing will start building that the news of the bonded port area, Chongqing investment interest, falca immediately decided to study in Chongqing high. Foreign goods into the bonded port area, can enjoy free access to the zone, the raw materials can be stored in bonded warehouses, and then take delivery of goods, reducing the cost of imported shoes." according to the introduction, the market sold more than 5000 yuan a pair of leather shoes, in Italy production costs of more than 1000 yuan a pair, if in Chongqing production, each pair of cost can be reduced to more than 400 yuan. At present, Bishan is to discuss the details with falca oem. ; Chongqing will be "introduced" big channel in addition to stimulate investment, the establishment of the bonded port in Chongqing, to provide more convenient conditions for foreign trade goods in the surrounding areas of Chongqing by the Yangtze River into the exit, drive and promote the development of open economy in Chongqing as the center, a radius of 500 kilometers, an area of nearly 1 million square kilometers area. According to statistics, at present, the volume of water freight in our city has about 15000000 tons from the surrounding provinces, and it is estimated that by the end of 11th Five-Year, this figure will exceed 30 million tons. vice mayor Zhou Mubing said, Chongqing bonded port cargo forward through the Lan Xin railway, Lan Yu railway to Alashankou, realize the seamless connection with European and Asian countries and trade, then through Chongqing transit goods, through water, air and rail intermodal transport to eurasia. (Editor: admin)Will be officially on sale in August in the Nike Air Foamposite Pro Hyper Cobalt today released the first foot shot picture of a group, let us preview. This section from the earlier for signing Ben Gordon launched a Air Foamposite design from Pro PE version with blue decoration inspiration, Foamposite shoes, and with black leather decorative details, finally equipped with blue outsole closeout, interested friends please pay more attention to. item: 624041-403 release date: August 26th royal-nike-air-foamposite-pro-on-feet.jpg (71.28 KB, download number: 0) download Nike Air Foamposite Pro Hyper Cobalt figure beauty appreciation 2016-5-24 08:34 upload royal-nike-air-foamposite-pro-on-feet-4.jpg (81.14 KB, download number: 0) download Nike Air Foamposite Pro Hyper Cobalt figure beauty appreciation 2016-5-24 08:34 upload royal-nike-air-foamposite-pro-on-feet-2.jpg (83.41 KB, download number: 0) download Nike Air Foamposite Pro Hyper Cobalt figure beauty appreciation 2016-5-24 08:34 upload royal-nike-air-foamposite-pro-on-feet-3.jpg (94.25 KB, download number: 0) download Nike Air Foamposite Pro Hyper Cobalt figure beauty appreciation 2016-5-24 08:34 upload Mito, Nike 00& nbsp; & nbsp; & nbsp; [Chinese shoes Network - Brand News] US Federal Trade Commission (FTC) said on Wednesday that Adidas sports shoe manufacturer Reebok will refund $ 25 million to its customers, to settle on its release allegations of deceptive advertising. & nbsp; & nbsp; & nbsp; these refunds will pay the customer to buy Reebok EasyTone and RunTone fitness fitness shoes. These shoes are priced at 100 US dollars per pair to $ 80. & nbsp; & nbsp; & nbsp; FTC said Reebok claims that these products can build muscle in the ad, which slogan is "deceptive" and "exaggerated." & nbsp; & nbsp; & nbsp; FTC Bureau of Consumer Protection David Vladeck expressed: "FTC advertisers who want the nation to understand that they have to fulfill some responsibility, and make sure they have a reliable fitness supplies slogan The scientific evidence. " & nbsp; & nbsp; & nbsp; According to the settlement agreement, Reebok also prohibits" utility slogan is shaping shoes and other fitness apparel production any health or fitness-related, unless these ads language is real, and is supported by scientific evidence. "