1972, the At that time, Adidas shoes in the high-end market share is almost 100%, in complete monopoly. But by 1980, more than initially Adidas Nike sports shoes in the industry in the United States take the top spot, accounting for about 50% of U.S. market share. Since then, Nike is invincible, and firmly occupy the first seat sports shoe market, while Adidas is also now the second position to retain struggling. So, what prompted those living on the Nike was it? The most common argument is that Nike, Ping 70s grasp the trend of moving to meet the needs of the mass movement, so in the market by the warm welcome. But I prefer a high-tech enterprises submitted by the general view: Nike, Adidas has been able to overcome, because the slogan of Nike and Adidas are different. Gap causes a word to make way with Nike Adidas.
Adidas: Let every American family has a pair of Adidas shoe shoes.
Nike: Let every American family has ten pairs of Nike shoe shoes.
Why do we need ten pairs of ? Nike's explanation is a day at different times, different places wearing different shoes - running shoes, hiking shoes, walking shoes ... ...
surface, the difference is just a word, but Adidas and Nike represent a completely different concept. In 1948, Adi? Dessler in the Nike founder Philip Knight * The idea is more simple: to build a world number one sports shoe company. The The current status of Adidas and Nike fits the dream of their founder. While Adidas worry for market share, but is still considered the highest quality products. Nike is the market leader in the secure in position, is worthy of
as the absolute leader in the market, Adidas and Nike in the research and development, brand, channel, marketing and other aspects of attractions. However, the difference a word or let the two have their own characteristics.
Adidas: R & D Success
Germans character rigorous system of rigid, almost famous, the . Nike make good use of customer-oriented marketing strategy, good at grasping market opportunities. Adidas It is at this point lost to the negligence of Nike. While Nike in market share far more than Adidas, but the institute Adidas, people always put it, and professional, high-end linked to the words. Even in the 20th century, early 90s, Adidas's market share dropped to 4% of the poor, but it is on the market in professional sports shoes Nike is still not lost. Adidas can make the competitive market to keep the second seat is its extraordinary development capabilities.
nail the world's first running shoe leather queen, first pair of tennis shoes, feet first shoes were born in Adidas. In early 2002, they had to create Last year, Adidas introduced the In the realm of sports goods manufacturer Adidas has always been the forerunner of well-deserved. At present, Adidas has over 700 patents.
as one of the core strategy, Adidas has a comprehensive development system. They established a new technical innovation team, at least put a big innovation. In 2003,
Wholesale Nike Chaussures, Adidas established a bit.
R & D is here that Adidas is unique, not to say that other companies do not pay attention to research and development. Nike has also been emphasized as research and technology improvements, employs more than 100 professionals engaged in research and development. Some of its research and development activities include high-speed photography of human motion analysis, conducted on 300 athletes try tests, as well as new and improved materials, shoes and continuous testing and research.
present, the overall results from both point of view, the total return on assets Adidas (ROA) and Nike are very close, which means that the long term, by virtue of those R & D strengths, further focus on consumer reaction, Adidas and Nike have the potential of a longer short. After the acquisition of Reebok, Adidas, it is hoped Adidas shoes to focus on high-end market, while Reebok to focus on mid-priced market. This allows focus on high-end, innovative Adidas footwear market has become the core logic. To accomplish this, there is no strong research and development is impossible.
Adidas slogan is
Nike: effective imitation, and strategic product portfolio
◆ effective imitation
promote the Nike company to become the market leader in product innovation is not the real power, but effective imitation.
in business strategy, Nike is not much maverick in many ways it is followed Adidas set up decades ago, recognized the success of the footwear market strategy. The strategy is: focus on testing and development of better running shoes; shoes Shangwang to attract consumers and expand all aspects of the production line; the invention printed on all products, and can be immediately recognizable by the obvious signs; use of famous athletes and major sporting events demonstrate the use of products. Even the most low-cost production tasks contracted out to foreign plants, Nike is not just a to do so. However, these have long been Nike's proven business skills in the use of the more handy than any of its rivals, Adidas and even better and more offensive.
Nike methods used to these operations, it means growth in the enterprise master the existing ways of doing business, which is copied a shortcut, make the company the opportunity of rapid development. Effective use of imitation, Nike's business strategy is strong, high probability of success, and ultimately be beyond the inventor of imitators. Effective imitation, is the Nike of the most unique core competencies.
Knight once said: The use of leverage is the acquisition of Nike's practice, the M & A presage Adidas also learned effective imitation? Adidas, Nike, as imitation Nike can do it?
drafting this point, readers may wonder: Is not imitate it? Let's not innovation, imitation will not? On the street is not easy to find authentic, could find a copy will worry about? Imitation of a product is really easy to implement, if large amounts of money, make big stars do voice is also very easy, but make strategic, brand, marketing and R & D is not easy to fully imitate. While the achievements of the Nike Jordan, but pay more attention to market segments, product mix to play better at boxing, call the M & A means more ideas to expand the market Nike is continuing the key to remain competitive. Nike to acquire rival as the best way to suppress, as mergers and acquisitions department of PricewaterhouseCoopers, a manager said: , management style similarity, as well as certain research and development capabilities of enterprises. As has been successfully created high quality local brand Li Ning, which says proudly that its sales of sports shoes in China, the number more than Nike, but also faced with a dilemma: than price, it does not really establish a unique image, although some professional athletes to develop innovative products for primary, but it will products targeted at sports and leisure center area of this ambiguous approach, consumers are still confused.
◆ strategic product portfolio
Nike has been able to from Puma, Tiger and other companies stand out in the conflict, and eventually surpass Adidas Another important reason is the adoption of a strategic product portfolio.
In general, the production is too wide will lead to a lot of trouble, because the scope is too large at the expense of production efficiency, so that the cost of greatly increased. Therefore, many scholars and experts suggested that the company narrow the scope of production, cut those products, but hard to concentrate human and material resources and attention, through superior products in the competition won. But Nike did not take such measures. Full potential by Nike to produce a wider variety of products company, opened a shoe-type mix of precedent.
by providing different styles, different prices and multi-purpose products, attracting a wide range of Nike runners, Nike is that they are providing the most complete variety of running shoes manufacturer. Moreover, the rapid expansion of the market, Nike, with its wide range of products to develop the most extensive consumer groups. It can sell the shoes of ordinary retailers, such as department stores and shoe stores, they can continue to do business with the specialty running shoe store. And because Nike can supply various types and styles of shoes, different types of retail outlets available in different styles of shoes, which have their proper place, enjoyable, therefore, the company is the only proper care of the cheap sale of certain
Nike Chaussures store company.
However, the careful reader will find many models, each with a small amount of production, general production costs would increase channels to increase the backlog of inventory, a great burden on business. Now companies are cutting back the brand and focus on niche products, such as Unilever to reduce the world more than 40,000 to more than 400 brands, Nike, on what basis it increased rather than decreased it?
European and American companies are now in pursuit of a is the product of manufacturing. Technological innovation and product development and market value greater grasp of the part of enterprises, value-added manufacturing is a very small part.
Nike is a typical Nike used Nike's use of people's emotional needs as it is consumed by the desire that people want. Nike designed the widely recognized by people today, to the low labor cost countries and regions of the manufacturers, thereby reducing production costs and clear general economic enterprises are likely to encounter obstacles. Nike's model is essentially a brand operator model: only a thousand people without their own factories, but the network has two priceless, that the development of front-end and back-end network marketing network. Production of shoes, most of the tasks contracted out, thus producing a small amount of various products for Nike is an insignificant economic obstacles.
Who is the first
Procter & Gamble and Unilever mention, and perhaps a small portion of people thinking they can not afford the corresponding products, however, for Rejoice, Tide, Safeguard, Olay, or Sunsilk, Omo, Lux, Pond's, etc. well-known brands, are familiar, no longer familiar. As day two of the industry giants, Procter & Gamble and Unilever under the command of the products occupy a large number of markets, and the two or a pair of lovers, has 40 years of brutal competition in history.
2004 fiscal year, P & G's sales revenue reached 514 billion U.S. dollars, profits of 6.4 billion, were the highest ever. Although the implementation of the stock split at the beginning of 2004, P & G's share price is up 10%. However, the current CEO Lafley of P & G does not meet such impressive results, want to go faster, so there will stunned the industry early this year, Gillette merger. After the acquisition of Gillette, with more solid strength, P & G price can be the usual short-term strategy of market share from rivals to play more for the head. Relative P & G's brilliance, Unilever recently experienced frustrations. Unilever year 2004 revenues of 40.4 billion euros, down 6%, although there are 1.88 billion euros net profit, but fell 32%. This is the company's goal of 5 years ago, a far cry from the plans. Unilever and P & G's game in a relatively disadvantageous position.
Chinese history, there have been a classic If not for the 4th quarter 2004 loss of 248 million euros, Unilever, which drive the chariot of the ancient and cumbersome but also along the old track may be moved forward until it hit the rock enough to change their destiny. P & G's aggressive face of the trend, Unilever in the February 10 this year, Unilever has finally announced the long-awaited investors a message - Repeal of 75 years to implement two-chairman system of appointment of the first sole responsibility of the CEO. Unilever and brands, channels, R & D to do a series of adjustments. From the current position, the momentum is clearly weaker than Unilever Procter & Gamble. But do not forget the situation five years ago, Unilever was also a situation is excellent, while P & G to Dick? Jager (Durk Jager) at the helm, the results did one year and five months only to be thrown out during his term , the P & G's share price fell 52%, the company value shrank by 85 billion U.S. dollars. East of the river for 30 years, 30 years west. Procter & Gamble, Unilever, who exactly is the first brand in the world is difficult to determine the daily necessities, we will wait and see.
Procter & Gamble and Unilever have gained a great success, they are both in research and development, brand, channel, marketing, consumer response, human resources or information technology applications have a superior to others, but what is their The most unique place?
Procter & Gamble: Consumer First
Lafley talked about P & G's strategy, said: But, the concept has truly become the consensus of P & G people, and has the letter to every aspect of being.
◆ attention one on one customer research
P & G with over 700 million per year to communicate the consumer. In 1934, Procter & Gamble in the United States set up a consumer research organization, became the first industry in the United States using scientific methods to understand consumer demand for the company. Initially, the company employs the To the 20th century, 70's, P & G first became a free phone with the user to communicate with the company. A call from consumers broadly divided into three categories: products, consulting, product complaints, product praise. P & G established a large database, the user comments and timely feedback to product development,
Nike Tn Chaussures, in order to improve the product. So far, P & G's annual variety of tools and technologies with more than seven million consumers around the world to communicate.
In recent years, Procter & Gamble, the more attention one on one customer research. Its chief sales and marketing manager Jim? Stearns Gore (Jim Stengel) gradually reduce the traditional practice of groups of concern, he said: Jim? Stearns Commissioner Gore asked P & G's market and the consumer great efforts to stay at home, research them wash their clothes, cleaning the floor the way, and even see how they package diapers for children, their habits and needs, etc. aspects of the detailed inquiry.
2000 years ago, the market researcher major brands around the time customers spend less than four hours a month, and now, Jim, said at least tripled. Even the professor's CEO Lafley I will look like a pseudonym to the consumer's home from time to time, Now, Lafley everyone that made him not the scientists from the consumer point of view Angle of products.
In addition, P & G has established a customer satisfaction monitoring system, to understand each country's consumer product feedback.
◆ product concept testing in advance
after successful promotion, which is the consistent principle of Procter & Gamble. Procter & Gamble Company in accordance with the practice in the development of products, first to identify the real needs of target customers, studying global trends. Because only the relevant trends, and products with its own characteristics, is the most viable product.
1997, P & G brewing in China of a new product: launch of a new display of modern oriental women beautiful black hair conditioner product, named ; and Such women do not blindly follow the trend, they know where the United States. Into the traditional and modern as one of the most expressive black hair beauty, perhaps their choice. This is P & G original idea.
To this end, P & G has requested the 300 consumers in product concept testing. In the survey, P & G further informed that as Asians have always been the most beautiful skin and fair complexion, and hair is darker, more contrasting skin and fair complexion to the United States. After the concept of repeated testing, P & G basic grasp the ideal of consumer hair care products - moist but beautiful black hair with vitality.
However, the vast majority of Chinese people have become accustomed to using the combo shampoo, a wide range of specialized hair care products can be acceptable? Procter & Gamble that was dedicated conditioner hair care approach has been exposed is a global trend, the developed countries about 80% of consumers exposed long-term use conditioner. In Japan, the figure is 85%. In China, the exclusive use of RT consumers are not exposed to 6%, therefore, RT-Mart exposed in China has a huge potential market.
according to the general consumer market is the needs of P & G's research and development technology center in Japan out of the wash-and disposable-type two Among them, the disposable-type RT Lu is busy professional women dedicated to innovation developed. Products have been developed, Procter & Gamble did not immediately put on the market, but to continue, please do consumers use the test, and according to the demands of consumers, further product improvements. End-to-market, and traditional Chinese herbal ingredients, especially for Asian hair and hair color.
from idea generation to market,
P & G's beauty expert Susan ? Arnold (Susan Arnold) said the test sometimes spend too much time cost. Her experience is a business opportunity is based on fashion trends and fashion trends among the market, which requires people to make intuition and instinct. When a large number of people last year, Botox (BOTOX) injection of that enthusiasm wrinkles the time, OLAY regenerist new calls the skin came into being,
Nike Air Max 90 Ltd, and become the U.S. market, the first anti-aging skin. P & G has now been converted to products from the laboratory to the market, reducing the time from three years to 18 months.
◆ open innovation
Since the efficient synthesis of the world's first laundry detergent - Tide launch in 1946, so far has been done 60 times improvement. Procter & Gamble in the increasingly fierce competition in an invincible position, thanks to the pursuit of continuous innovation. In order to brainstorming for innovative, early November 2004, more than 2,000 from P & G employees around the world gathered at Northern Kentucky Convention Center to discuss how to accelerate P & G's innovation. This is P & G called the
P & G also sought from the product quality, formulation and packaging design to meet the consumers, its various products at least once a year to do the improvement and upgrading. Lafley that the company sells not only products, but also the customer's shopping experience - the specific look and smell what it was like, how to texture.
through the company's In view Lafley, talent everywhere, and should not rigidly adhere to only the company's talent. Nine Sigma is a company dedicated to client access to external technical matchmaking company. August 2001, P & G began to cooperate with the company, some independent inventors become P & G's innovation and service providers, it called them Currently, P & G 50 more of these entrepreneurs. When they have some major innovations, it will give priority to sell Procter & Gamble. SpinBrush electric toothbrush technology is Procter & Gamble in 2001 from a Mr? Osher bought the hands of the inventor.
does not mean that P & G R & D cuts, the company has always stressed the need to retain a group of internal staff from the core technology team to drive innovation process. But after all, important changes in the way of thinking. P & G also cooperate with other companies, sometimes competitors also co-income team, the launching of a product. They Clorox Company (Clorox), a joint venture company launched the nation's most popular food packaging materials. Harvard Business School professor Henry? Chester Broughton to P & G's innovation model that is called
innovation by innovation, P & G's R & D investment efficiency improved significantly. According to Lei Fuli said P & G's innovation success rate has doubled, while the other hand, the R & D investment and sales revenue increased from 3 years ago, dropped to 4.5% to 3.5% in fiscal 2004.
Unilever: think global, act localization
Unilever CEO Seth history of the first test, said: Thinking of globalization, that is, looking from the perspective of the world similar to the needs of the market, through technology, brand and management experience in the global use of economies of scale, scope, the tremendous economic benefits; action localization is to respect and adapted to the market environment, according to different countries and different cultures of the market characteristics, to meet the specific countries to maximize the specific needs of specific consumers.
◆ localization of human resources
the composition of staff localization for Unilever across disparate understanding of consumer culture, consumer needs and habits provides a useful help for companies to expand business in the region has accumulated valuable experience. Unilever believes enabled local managers to narrow the distance with consumers. The immediate past president of Unilever China Boya Lun once said: Localization of the excellent staff and management to better understand the needs of Chinese consumers. In China, 90% of Unilever's managerial staff in the local recruitment and training. This year, a substantial reduction in foreign workers the same time, many local managers promoted, and strive to make China the number of managerial staff for 95% of the total management. The company has an annual intake of 130 university graduates, to train them at home and abroad to improve the overall quality of human resources.
◆ purchasing locally
Currently, Unilever's local procurement in China has reached 90%. Industry insiders said that after years of toil, Unilever traditional Chinese herbal medicine, natural vegetation of the Road has become very familiar. As in the UFA market innovator in the field, While in the shower market in recent years committed to the development of local natural materials, These materials contain natural personal care products, the procurement of its raw materials in China is almost entirely complete.
◆ capital operation localization
Unilever view, the domestic market in China has three advantages: First, the performance of the localization of multinational companies, through the company's own stock market development and local consumer products closely linked to the public, to produce the most direct response. Second, the introduction of stock options will help motivate and retain local staff, attract more talent. Statement by the company's top leadership, the goal is two or three years, so that all employees have the ability to Unilever - if they so wish - Unilever shares or hold shares, so that they become owners. Third, help improve the company's visibility.
◆ image localization
ago, the consumer brand awareness by Unilever. In order to more directly with the Chinese consumers to communicate effectively, Unilever considers it necessary to develop a new enterprise with Chinese characteristics and identity. The new logo's slogan - to help them improve their quality of life, the good and happiness to every family. This is the first time Unilever global image for the local domestic market.
Unilever to its global brand to China, but also continue to acquire local Chinese influence, has the potential of local brands, and the technology, research and development, intensify the image and promotion, so that they to meet the needs of local consumers. So far, Unilever acquisition or lease of business of the Chinese local brands to 6: MAXAM toothpaste, Chinese toothpaste, Jinghua tea, ice cream, spread Deng Lin, Lao Chai sauce, herb washing powder.
◆ R & D localization
Unilever research and development costs for each year is about 10 billion U.S. dollars. February 28 this year, Unilever set up in Shanghai in the first six global R & D center. The center invested 166 million U.S. dollars, end of the year in this work will reach 150 Chinese scientists, the future operating costs each year 60 million yuan. The R & D center will all employ Chinese scientists, they will have access to Unilever's global R & D network resources, the implementation of localization strategy for Unilever is an important sign. R & D center in addition to commitment to product technology development and technology updates, while focusing on traditional Chinese science advocated the introduction of natural ingredients to products in order to increase the technological content of products to improve added value of products, thereby enhancing the competitiveness of products in the market .
