How does Artie keep customers?
If you want to get long-term development in the business world, you can't do without a famous brand. The first factor that consumers consider when buying shoes from Nike and Adi is the brand. When it comes to buying shoes, most people will unconsciously consider Nike and Adi. Compared with other sports brands on the market, most consumers will still spend at a slightly higher price because of its quality guarantee. Nike shoes and Adi shoes give people the first feeling of comfort. When it comes to Nike, people are most familiar with its air cushion technology. Nike's air cushion has always been the main configuration of its sports shoes, and the main types are Air-sole, Airmax and Zoom. Zoom air cushion is more common in Nike's high-end sports shoes. It makes use of the stretching effect of elastic fibers to keep the shape of the air cushion uniform, and quickly absorbs and gives feedback to the feet when exerting force, thus greatly improving the comfort. Competing with Nike are Adidas' adiprene+ and adiprene damping rubber technology. The former emphasizes resilience, while the latter emphasizes cushioning. Its latest boost technology has also become a good choice for sports enthusiasts. Attaching great importance to technology makes Nike and Adi's shoes form their own unique brand identity. Although they are in the same field, their positioning is different. Nike's positioning emphasizes personalization and fashion, and the main consumer groups are young people who have purchasing power, like sports, love fashion and pursue leisure. Adidas pays more attention to market segmentation. Its three different series are aimed at different groups of people and offer different sports styles, which deeply caters to the preferences of today's sports enthusiasts. Brand can have an immediate effect on product marketing, and establishing a good brand image is the first step of marketing. However, it should be noted that the formation of corporate brand depends on its high-quality products and services. Products are the cornerstone of the brand. Only by providing products and services with good reputation can we gradually form a corporate brand.
Strategy 2: Learn to control costs.
The cost here includes two aspects, one is the production cost, the other is the marketing cost. The common point of controlling production cost is to learn to save money, but it is not to let enterprises cut corners on the quality of products or services, but to ask enterprises to cut unnecessary expenses. Although Nike and Adidas are involved in traditional manufacturing, they are both light asset enterprises. In production and sales, both Nike and Adidas adopt the mode of OEM R&D and agent cooperation to realize asset-light strategy. Their factory is oriented to labor resources. In recent years, with the promotion of China's human market capital, they have moved their factories to Vietnam, India and other regions with relatively cheap labor to control their production costs. Adidas has also spent a lot of time on research and development costs. Take its latest NMD as an example. A pair of shoes * * * has 2 1 different color schemes. In the case of the same style, only by changing the color matching, the variety of products is increased, and the research and development cost is greatly saved. This way can kill two birds with one stone, which not only saves the research and development expenses, but also creates a high topic for the product and improves the exposure of the product. Cost is related to the profit of the enterprise. Enterprises should learn to control costs and reduce unnecessary expenses. In product research and development, we should try our best to achieve the minimum investment and the highest output; In product marketing, we should make full use of the mode of communication in the fragmented era, make good use of topic communication, attract people's high attention at the lowest communication cost, and spread spontaneously, so that consumers can become the brand's tap water army.
Strategy 3: Understand consumer psychology.
Marketing in any field is inseparable from the analysis of consumer psychology. Whether it is Nike's Kobe series or Adidas' NMD, the sales of both are related to the psychological control of consumers in the marketing process. Shoes with a price of one pair 1000 yuan were fired to more than 3,000 yuan, which is due to the credit of consumers. Adidas has two ways to promote new products: one is to tell stories and history; The second is to create a full topic. These two strategies focus on people's deep feelings for the past, idols and stars. And the psychology of blindly following the crowd and fearing losses. Take Adidas NMD as an example, its sales adopt a predetermined model. Adi officially released the pre-sale news of three color schemes in advance: in China market, consumers can only make purchases through official website lottery and on-site registration. This news gives consumers the feeling that "one shoe is hard to find". Before the news entered the market in large quantities, it had done enough publicity work for them, successfully created a topic, attracted consumers' attention and prompted them to buy. Subsequently, at the special sale site on June 5438+07, the topic that consumers can't buy shoes because of the shortage of authorized stores triggered a new round of hot discussion. After the new color scheme came on the market, the topics about this pair of shoes were "I can't buy it" and "I can't see it". For many consumers, even if they can't buy it and feel ugly, they still enjoy it and rush to buy it. This is out of the consumer mentality of "worrying about missing it". This kind of psychology has a term in the field of marketing, called "fear of missing out", which means following the trend. In addition to the topics triggered by its distribution model, the star effect has also played a huge role in this communication process. Adidas usually makes special models for stars before the release of new products, which explodes the market through the star effect and spreads from small groups to market popularization. Edison Chen, Eason Chan, Andy Lau, Wu Yifan, Jerry Lee and Bai Baihe all wore these shoes when attending activities or recording programs, which increased their exposure at the initial stage of sales. Topic is the magic weapon of fashion industry. Enterprises should make good use of star effect and mass conformity psychology to create lasting topics, attract consumers' attention and improve product exposure.