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mi140103-06-r6.jpg (99.24 KB, download number: 0) download 2014-1-5 08:10 upload We reported earlier with NIKE-AIR-FORCE-1-HIGH-07-DENIM.jpg (96.6 KB, download number: 0) download 2014-1-5 08:10 upload mi140103-06-r1.jpg (53.22 KB, download number: 0) download 2014-1-5 08:10 upload mi140103-06-r5.jpg (50.07 KB, download number: 0) download 2014-1-5 08:10 upload mi140103-06-r2.jpg (48.43 KB, download number: 0) download 2014-1-5 08:10 upload mi140103-06-r4.jpg (46.64 KB, download number: 0) download 2014-1-5 08:10 upload Nike 00 in the production workshop of Jiangxi Guang Tai Footwear Company Limited, a batch of raw materials and processing of Nike sports shoes are stepping up production packing, ready shipped to Japan, Europe and other countries. Guang Yu Shoes Co. Ltd. declaration Zhang Yan of Nanchang 29, new customs office staff said, 1 to July, the company exports of processing trade increased significantly over last year, exports reached $32 million 900 thousand, is expected to the end of the year may exceed $50 million in exports. The amount of increased up Yu shoes exports soared, this is just a microcosm of Jiangxi shoe enterprises. Nanchang customs high office revealed that this year 1 to July, our province footwear exports 67 million 460 thousand pairs, exports amounted to $290 million, compared with the same period last year growth of 11.4% and 35.8%, showing the characteristics of changing prices. from the main features of the export market, private enterprises export accounted for more than half of the United cheap foamposites States, the European Union and other countries to become the main trading partner of footwear exports in our province. Among them, the largest share of U.S. exports, exports in the first 7 months of 16 million 950 thousand pairs of shoes, total exports of $150 million, up 26.9% and 46.9% respectively; the 25 EU countries exported 7 million 650 thousand pairs, exports amounted to $58 million 290 thousand, up 31.3% and 51.1% respectively. Three cities in Yichun, Ganzhou and Shangrao have become the main force in the development of footwear products in our province. industry transformation and upgrading difficult although the export situation of footwear products in our province has been better this year, there are still some unfavorable factors. Nanchang customs in the high-tech business office deputy director of staff member He Qing said: "in Nanchang as an example, we investigated two large-scale footwear enterprises, have not seen signs of the footwear industry to create brand, design and development, supply chain production, sales channel development, industrial transformation and upgrading is difficult. My province is one of the few shoe-making enterprises scattered in 11 cities in the province, characteristics of small-scale decentralized mode, leading to the transportation cost of our province shoemaking enterprise high cash flow cycle longer, and it is difficult to form a cluster effect, is not conducive to continue to attract related industries in our province." for the unfavorable factors existing in the development, where Qing recommended foot cheap jordans for sale wear products in our province enterprises must upgrade technology, cultivate independent brands, optimize the product structure, improve the added value of footwear products; at the same time to actively explore diversified export market and domestic sales channels." (Editor: admin)Following the first five years of cooperation, the French clothing brand Lacoste teamed up again Peanuts cartoon studio, the two iconic cartoon crocodile patterns in conjunction with Snoopy, create a series of playful costumes filled. Single product not only covers the classic Lacoste polo shirt, but also brought a dark blue sweater, very suitable for winter street outfit. It is reported that all clothing sizes for adults and children, in the upcoming November Lacoste store shelves, like a friend, please pay more attention.Chinese shoes Network September 10 hearing today, who can read a woman's heart, who will be able to discern the right decision today, more and more wealthy, "she forces" will be able to laugh at today's women's cosmetics ad campaign to the end. In 2009, Nike and Adidas have launched a vigorous advertising campaign for the female market, then, who is superior? has been in the advertising campaign, for sure consumers are a vital part. For the traditional definition of consumer, often launched from demographic criteria such as age, place of residence. But such standards have been a problem division, which is difficult to fully quantify the numbers reflect consumer spending habits and personality. At present ethnographic approach and thinking has begun to gradual cheap jordans online ly used for the advertising industry. Ethnography is a research method in anthropology. Researchers with open mind, a long time into the study of ethnic groups or communities, through personal interviews, observations and questionnaires and other means, to obtain information on the phenomenon of ethnic activities, and from the analysis of the cultural characteristics and values ??of ethnic groups at the same time establish a theoretical framework for the study of ethnic groups. This method has an excellent effect in-depth presentation of the characteristics of the group, particularly in the consumer perceptual characteristics of women into the main market is very effective. So, the women's market advertising campaign, Nike and Adidas are analyzed from the perspective if Ethnography, which one more win? Competition 2009: Nike's "Metamorphosis" vs Adidas "Me, Myself" 2009, Nike's advertising campaign to promote women's market theme is "transformation", and Adidas female marketing theme is "Me, Myself". Nike "transformation" campaign theme, for an effective event marketing offensive. It set off a nationwide "National College Girl Dance Competition," and with the "My Metamorphosis" as the theme of the commercials, combined with a comprehensive network promotion. The Adidas hit "Me, Myself" banner, with the mainstream media in "Me, Myself" advertising, and earlier launched a "Me, Myself" women's thousands of fitness activities, and launched the "Who is Next Myself "main star of activities, also use the network to promote the means. But the starting po Retro jordans for sale int of the policy, there are many differences between the two place, behind this, it is the analysis of different groups of consumers. consumer groups to select Nike: ?????? adidas: ?????? In the role of lifestyle in the process of advertising process, the groups choice is the first step. Ethnic gathering has something in common in that, companies are finding these groups and gain insight into the lifestyle, it is a critical step in refining the policy. Nike: young and growing family. In the promotion strategy in 2009, in fact, Nike targeted groups, mainly from the group of girls college. Under this position, grasp the lifestyle characteristics of this group, and their media habits are very important. Nike chose the "National Undergraduate Campus Dance Competition" forms of activities in major colleges and universities to expand activities in the form of layers of selection, led the college girls to participate in sports dance enthusiasm, Nike's brand influence is also popular. and put in the form of advertising media is also customary for the girls universities, network-based. The purchasing power of this group slightly weaker, but wins in its growth, and the community because of the way their collective lives, their mutual influence is stronger between. The positioning and Nike are the main push of the former group is different. The groups targeted Nike getting younger and younger, but also further foster the efforts made for its market. adidas: Urban Mature family. Whether it is media placement strategy or its marketing theme for the objec Cheap air jordans for sale t appears, select Adidas are already relatively mature female white-collar groups. Select this group, its superior in that it has a relatively stable purchasing power and brand loyalty. on the group's choice, the two groups is different, does not exist which is more accurate, but reflects their different business strategies, and key competitive in that, for these two groups of insight, which companies do more effective. Values: Core Concepts mining Nike: ?????? adidas: ????? ?? In the ethnographic approach, constitute the core values ??of lifestyle is one of the most important ethnic characteristics. After determining population, derived from the values ??of the core group, and then to refine the values ??of consumer groups and grasp the whole advertising campaign in the most critical and important content, using ethnographic methods, can in this process more effectively grasp. According to the research, the Chinese women's awareness of fitness has gone through three stages. To date, the relationship between China Women and Sport has greatly changed. Behind this change, it is the change of female values. The first stage: looking outside of self-identity, concern external evaluation. In 1987, China's first Aerobics Fitness center open society, then more and more as the main form of aerobics with fitness center in the community have been opened, spare time go to the gym, hop aerobics became the most people indispensable activities. And in this heat behind bodybuilding, more important are women looking for "beauty" in the process. The second stage Cheap air jordan 12 ovo : to find self-concept, feelings of self-concern. With the improvement of China's economic and cultural level, the various forms of foreign fitness programs was introduced; such as: dumbbell, pedal, hip-hop, Tae stroke, Latin dance, yoga, at first it is directly named them "dumbbell aerobics "" tread very aerobics "and so on. Women are more concerned in their trendy form of exercise. Aerobic exercise, this new concept instead of "aerobics." The third stage: a breakthrough find themselves looking for diversification possible. Women gradually to the "healthy" for the fitness guidelines. Female fitness no longer merely calisthenics as the preferred item, hip-hop, step aerobics, Tae stroke, Latin dance, taekwondo, badminton, tennis and other start popular, even in the past female fear of outdoor sports (such as jogging, hiking) began warming. This stage to promote diversification and fitness behavior to "healthy" for the fitness guide established ideas. Under this change, the concept of Nike and that is: "Metamorphosis." Women transformation, first in connotation, its interpretation of the self-confidence of women to meet the challenges arising from the grounds. Followed by the performance in epitaxy: in activities to promote the diffusion from a simple movement to combine dance and music, further breaking the traditional concept of knowledge for the sport. In fact, this strategy period from Nike Goddess has been continued ever since. Back in 2006, Nike Goddess Nike Women fitness program in mainland China edition: "Love your body" (Love, You Body). The cor cheap jordans for sale mens e content of the program is to make sports fashion, more to join the popular elements, so that the Nike brand tone becomes more affinity and fashion sense in the female market. And 2009 Nike Nike activities are further combined with dance and music, so that women's sport richer connotation, but also reflects the current "cross communication" imagination. As the girls danced vigorously in music, they for the "transformation" of understanding more for the young and energetic self-challenge and passion, which for this population, it should be more attractive a concept, is also a way to adapt to the change of lifestyle of Chinese women. It can be said, to 2009, Nike's marketing strategy transition to another stage: At this stage, women have to face, to challenge, the external environment is no longer what it was, but self breakthrough. The Adidas core concept is "Myself" - focus on the self, the connotation of the concept of emphasis is another attitude to life - female self-consciousness, which is manifested by the extension lifestyle sports to yoga and other concerns Self movement started. To emphasize the "concern self" concept, combined with Adidas elements compose a variety of sports including aerobics yoga Adidas, Adidas body jam aerobics, dance aerobics Adidas, Adidas Aerobic Kickboxing. This four aerobics action simplicity yet rich rhythm, and the concept of Nike's own dance classes coincide. Adidas and Nike are different ethnic groups, promising groups for Nike, the more passionate is their expression patterns and habits behind is its desire to tr Retro jordans for sale anscend life values; and for Adidas, its ethnic groups is more concerned about the self is an inward, partial static groups. on Chinese women walked the stage, the Adidas is encouraged and determined to meet the female consumer self-concept, self-attention stage experience, and Nike, it has been the transition to encourage women to seek self-breakthrough, the multifaceted challenges of life. Obviously, although in the form of health behavior, both found in the trend of diversification of women, but in the grasp of underlying values, the definition of Nike to be more to advance, because the Chinese women's values ??coincide in their advertising strategy and trends exercise regime. In the advertising theme of continuity with the previous strategy, the Nike theme also performed slightly better. advertising in lifestyle performance Nike: ?????? adidas: ?????? Ethnographic Method lifestyle, which hold the values ??of the kernel, and the extension is its performance in the way of life, this method is more conducive to accurately understand the consumer. Advertising strategy, after refining the concept, it is important to their lifestyle consumer groups conducted grasp and performance. According to the advertising performance characteristics: advertising performance figures closer to the ideal consumer, the more able to arouse their sympathy. Nike: advertising spokesperson for the group of female athletes, and creative expressions as a combination of reality and fantasy cartoon. Nike's 2009 advertising campaign performance into "the transformation in the cheap jordan shoes for men attack", "transformation in the dance", "transformation in the rhythm", "transformation in the movement as the" plurality of sub-topics. Athletes in the network movie monologue is more able to express a woman's sense of self-challenge. "Beach volleyball is not only a sport. In this sport, you need to overcome not only yourself and your opponent and the natural environment. My name is Sonia Kong, is a beach volleyball player. I like beach volleyball, It can not only challenge my physical strength, but also to test my psychology. " In the live performance of athletes, adding cartoon elements. Switching the real world and the fantasy world, so that such commercials have more incentive element, its chosen sport include: sandbags, kickboxing, jump rope, bike and dance. adidas: advertising performance appearing in a public image of their own personalized fitness trainer, and its creative elements involved in sports such as sandbags, yoga, aerobics. spontaneously, Adidas and Nike also uses relatively similar inner monologue form. It should be said, in this way, indeed appeal to women is relatively strong. "BOBO, an in-depth soul of breathing, meditation Heaven once, every time a new freshman, updated every time a perfect woman" ...... These modeled with a fitness coach, combined with real narrative technique different digital elements, greatly boosted the women to find themselves with the movement coordination between. We can say this is the spread of the movement of the soul. Copy to dig in female psychology, also conveys emotion female individual under dif Cheap air jordan 12 for sale online free shipping ferent conditions, the number of full spread of power makes more impressive was added. And by "Me, Myself" story collection, this advertising campaign presented realistic style also shows its significance: to encourage every woman to find and tell their stories, to find their true selves beyond social define my role really outside. Define and Adidas, the performance was calm, true, with a sense of maturity, different performance was built on its ethnic groups; On the closely ethnic values ??and lifestyle, Nike performance was passionate, imaginative Different above. media to convey the way Nike: ?????? adidas: ???? ??? Deep core values ??in life outside of the extension, the ethnographic research also includes the surface, a variety of ethnic groups living habits. Reflected in the advertising strategy, from ethnic choose - Value refining - lifestyle after performance, the next step is a variety of ethnic groups under study habits role of the media to convey the intensity of the implementation. In this round, the Nike performance even more creative. Nike: "Metamorphosis" college woman dancing competitions, training camps and other diversified Nike event marketing activities. In the media of choice, Nike has always been very little use of the mass media, event marketing prefer, NIKE held every year thousands of people "dance party", the transformation of different topics, from the "do sports, do it yourself" to "woman adhere to more "and so on. In the 2009 campaign, the Nike still is event marketing as the main carrier. 1. waged a "My metamorphosis" Campus woman dancing contest activities nationwide, which have started in Xiamen University, South China Agricultural University, South China Normal University, Jinan University, Guangzhou Sports University, Southwest University and other universities. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; 2.nikewomen.com official website of Nike Training Club. This network club can help women create tailor-made training courses target areas such training courses include a variety of core strength training, strength training and endurance training, provide useful information to consumers, while advertising campaign to convey the content, construct give consumers an effective community. 3. with QQ and "Baidu knows" and other younger customary means of boosting the network. NIKE and QQ launch of the "My Metamorphosis" QQ SHOW with competition, allow consumers to take advantage of NIKE's possible to mix and match a variety of products, and to determine the winner network popular. Meanwhile, "Baidu knows" to launch "Your transformation, Baidu know" theme, the establishment of long-term sports advice columns in women's sports column. Beginning in March 2009, Nike sports experts online to answer any questions consumers encountered in sports and fitness. This fact reflects the use of the network of community cohesion consumer trend. QQ and Baidu, can be said to be one of several network tools currently younger most intimate contact, can be seen on the media habits of Nike is expected to hold its young growing family, or more precise. So Adidas is how to do it? Adidas is also used event marketing, such as the March 28, 2009, Adidas "Me, Myself" women's thousands of fitness activities held in Shanghai Minhang Stadium, numerous Adidas trainers led nearly a thousand female consumer who conducted a campaign experience. Meanwhile, Adidas announced and launched the Adidas flagship Star contest titled "Who is next 'Me, Myself'". The activities take network selection method to encourage consumers and Adidas star coaches, showed off a digital-related sports stories their activity winners will have the opportunity to become the Adidas Winter 2009 women's marketing activities of the main star. But objectively speaking, currently used in a similar way to promote the business has a lot of activity influence is not optimistic. This and many big brands are targeting urban Mature family made misjudgments is the same, when the draft solicitation similar network more and more, then behind this event attracts relatively mature communities where the highlights? Their media habits and participation habits and advertising strategies is not able to match the expectations? On match media selection and ethnic groups, Nike is slightly win. adopt lifestyles insight to plan advertising campaign After the increasingly diverse female fitness behavior, hidden inner experience and feelings of women, but for all women eager for the enterprise market to grasp and discover a. This way of life for the target groups, from the core to the outer layer of the indicators can be divided as: 1 values; 2 behavior; 3 Other habits include media habits, etc... the most hidden of women's values, but it is important women in the marketing communication button that can be impressed. In the advertising campaign, for which values ??and lifestyles effectively grasp, you need to go through: 1. Through Values ??were to grasp the mentality of the consumer, and according to which the extraction of the concept. This concept should be full call to action, within the expected values ??of consumer groups. 2. grasp the manifestations of behavior, as a form of advertising. Advertising forms should target groups of lifestyles and forms to expand effectively grasp, try to reflect proximity, sparking the first identity of consumers. 3. analysis derived consumer media habits and use appropriate channels to make it arrives. these links will determine the brand can resonate with consumers, along with the decision of the influence of the brand loyalty and consumers, so no matter Nike or Adidas are trying to tap the consumer now groups of delicate feelings. 20 1960 rise in the British advertising company AP (Account Planner) system, so advertising planners complete range of ethnic groups into the life, and the most intimate experiences and understanding of consumer values ??and its external manifestations, has slowly become today's domestic enterprises to accept the method. In fact, at this point, ethnographic concepts and methods habit has irreplaceable advantages, but if we can consciously use in consumer insight, you can more effectively explore the characteristics of consumer groups, and aroused deep ethnic resonate.