Now the market is not an ordinary spread of fake shoes, and even some of the stores also have the possibility of selling fake shoes. To master the technology necessary to distinguish between true and false, especially friends like a pair of shoes should learn more about the knowledge . distinguish between true and false details of a pair of shoes from the start, such as shoes,Nike Shox NZ, workmanship, materials, etc., but met some fine imitation, in order to distinguish from the above points in the shoe there is some genuine difficulties, the most technical content of the resolution is to look at shoes marked, and once you have the skills, it is quite easy to see flaws in the standard false SHOES. If you buy a pair of shoes marked with fake shoes are made very real, it would have to resign to fate the.
mark each brand of shoes are different, I do not powerful standard to all brands of shoes will tell, but on the common standard shoes, NIKE shoes are more familiar with. I said it does not authoritative, but have studied This knowledge was the voice of experience out of it. First of all to a warm-up, the following these two are AIR JORDAN 14 shoes engraved version of the standard, I find the pictures from the Internet, one of which is true, one is false, we can tell them you?
correct answer: the above is true SHOES standard. The reason is as follows:
1.US of S is aimed at the middle of the two figures above, and are aligned above the UK the two figures, fake shoes, obviously did not do.
2. bar the following string of numbers, first digit is aligned above the third and fourth left thick in the middle of the bar code. false The is not.
3. bar above date, production date on the left edge and the top line left-justified, on the right edge of the production date (either the number The following bar code a little.
4. the upper right circle C than following the letter M, and the two letters left and right vertical lines, respectively.
but not every pair of shoes, NIKE shoes are so marked to distinguish, NIKE's there are many versions of standard shoes, the above re-engraved version of the AIR JORDAN 14 standard is one of the shoes. and then to integrate theory with practice, where I put my own shoes, NIKE shoes to be displayed by standard analysis, there is a few pairs of shoes my shoes NIKE shoes,Nike Shox Chaussures, all marked only standard part, not representative of all the NIKE shoes standard.
first 2005 legacy shoes standard identification method, which is a typical two-DUNK HIGH older shoes superscript:
1. US's S is aimed at the middle of the two figures above, the UK aimed at the above two figures,Nike Tn Chaussures, respectively.
2. shoes marked with the bar code below the bar code number is close to that string.
3. two a No fake shoes shoes standard, it can not compare posted.
above this two-AIR JORDAN 2 LOW RETRO shoes are older standard, should pay attention to the place and the pair almost DUNK HIGH.
As for the two-AIR HUARACHE TRAIN 2K6 is the new standard after 2005, identify the methods and AIR JORDAN 14 shoes engraved version of the same standard.
this thing to write to you, we hope to be helpful, JUST FOR FUN!
2010年11月10日星期三
Creativity to the side too vibrant brand
in-depth interviews with business after several days, the growth mechanism of the brand side too, mind gradually clear up at the press. side too is a very innovative company, which from the side so the first generation of products in the market selling off the storm, it marked by a deep imprint, the imprint is enterprise Side too brands of Chinese Elements
Mao Zhong-Qun was born in Cixi, Cixi longer. He single-handedly built the brand is too square, too, was born in Sri Lanka, grew up in Sri Lanka.
Cixi in Ningbo city communities in the plains, not a big city, but here's rich cultural heritage In 1973, in Yuyao and Cixi adjacent discovered Hemudu cultural sites, unearthed thousands of pieces of seven thousand years ago, bone, pottery, jade, wood, and by the production tools made of these materials, household items and decorative handicrafts, a true reflection of the original matriarchal society of prosperity, the discovery has shocked the world.
From traditional culture to the side too products. Hemudu culture, representing the advanced productive forces of society at that time. Our ancestors since then has begun to focus on through labor, to improve their quality of life, and in the Hemudu exhibits unearthed cultural relics, feel at home. Who can say, this Hemudu clan society from the A unique creative side too active not just the first generation of products, but also for the vitality of enterprises to find a continuation of the brand value of the content.
Transmission to help from the business side too brands. Jiangsu and Zhejiang region is a rich place to help business, business to help in the top ten in the Ming and Qing Dynasties, Ningbo Gang to create a well-known clothing brands such as Youngor.
Start at the beginning of Mao Zhong-Qun, Li Mao did not go to follow his father's cause both Xiang, Ningbo, did not take the traditional path of doing business, and he's starting his own business career, and was locked in the power industry, the humble kitchen, plunge is fourteen years. fourteen years of concentrated business, loyal group of Mao not only made the side of the industry is too well-known brands, but also for the regional economy and driving out to create a new cluster.
Ningbo plains of the human environment and the Ningbo people's business intelligence, for the party too brand growth, provide a rich soil and nutrition, in the side too sales revenue exceeded 2 billion yuan on the occasion, Mao Zhong Group to proceed with the management, he is trying to bring more traditional Chinese culture and into the side too, the enterprise, and ultimately the formation elements in the life of the brand side too. none other than the field. The reason is simply the vast majority of apparel companies will own the previous product focus to a consumption capacity of the adult world, ignoring the operation of market development in this area. But as the market matures and changes in consumer demand, many manufacturers suddenly found I look back rooms, children's wear market place is a dim light. huge market demand and the objective of profit margins immediately attracted the concern of a large number of clothing manufacturers, clothing and even some international giants have also shot, their eyes on this emerging market. All this shows that children's wear market is booming, with great potential.
However, as the NIKE, Eddie Das and other international children's wear brands have moved into the Chinese market and other capital markets Hushi end to end for the children, the children of domestic enterprises will no longer be facing and their own water for about the same domestic enterprises will face more mature markets abroad has strong operational experience and resources to support a new round of competition. need to attract major manufacturers concerned that the new round of competition, not simply reflected in the price or the production capacity competition, the more the brand is reflected in the overall competition.
How can enterprises in the new round of competition, how to enlarge and strengthen the existing brand? This is a children's clothing business threshold. Decent sail to the wind, make life difficult to remain busy and did not earn much considerable profit.
Based on this, I combine years of practical experience, children's clothing companies to make the following recommendations to enhance the brand.
1. Market segmentation, cutting the market.
Market or that market, the different needs of specific segments of the market, only groups clearly defined, can be conducive to business. Children's wear market, and its population range from 0 to 14 years age range of children, even in some of the parents eyes, 14 years old 16 years old junior high school children are also counted as a range, specifically from the market can be divided into 0, 1-year-old baby equipment installed 3 years old child, 4-6-year-old children, 7-9-year-old segment The 10-12 years in the Kids section of a large section of children aged 13 to-16 segment of juvenile loaded six. Specifically as follows:
The main purpose of this subdivision is for children 0-16 years of age during development, facing different stages of their psychological characteristics and physiological characteristics, and there are differences in growth characteristics. From the figure we can see that the growth of children process, the mental consciousness is gradually realized by the non-conscious process of development that the rebellious. effectively understand the process, will determine the children at different stages of their differences in style and materials, for example, in early childhood, because the baby skin The immune system is extremely low and delicate skin, it is bound to a number of chemical raw materials for the children rejected by their mothers. Meanwhile, the China's national conditions, only two age groups, there is no taboo clothing, one infant groups, other One is the elderly population. Therefore, from clothing styles and colors, can be said of 2. Product functionality development, brand-oriented interests of
Children's wear market and the biggest difference between the market and different adults is that children's clothing market, consumers have two members, one of the users are children is the children, the other is to buy children's clothing is the decision-makers and staff are parents of children . children's clothing brand to promote this special brings problems, the user is locked children or parents of the children? After all, this decision-making power to judge, but the two have radically different. The younger the children, their self-consciousness weaker,Nike Air Max 90 Ltd, higher grades of children, the stronger the self-consciousness. From this analysis, infants, young children should be the point of parents, consumers, not children! and children to the juvenile within the growing awareness of children strong sense of self-selection is stronger, which led to the greater age of the child, pointing to its market, the more consumers move closer to the children themselves. This will determine the trends and changes in vendor products as tone, stress that the efficiency of marketing that the enterprises should be in the shortest possible time to sell their products to consumers. and leveraging this market is to leverage the most effective way to find the right fulcrum, in terms of children's clothing, the fulcrum is the precise brand positioning, to meet consumer needs.
For the children themselves, the children's clothing products are two core points, one is the quality of the product itself is not bad, followed by the representative of the product itself is the child's own spiritual quest, in which case the more the performance of older children more significant. A typical case is Nike shoes, the same product, do not paste Nike trademark, the price is not known if less than one, but with the NIKE mark, the price can suddenly quadruple, or even higher . This is a quality which in itself is no longer competitive, but because consumers and representatives of NIKE shoes itself behind the spirit of a positive resonance, which is called the spirit of the brand mark.
Similarly, for parents, concern for children's wear market has two core points. One is the product to its own manufacturing quality and product quality, the other is behind the product represents the derivative interests. The former is mandatory product requirements, are necessary conditions. The latter is a spiritual pursuit. The reason, no wonder the parents are reflected in the meticulous care and vision care for children a future of unlimited. logic diagram is as follows:
Either from the user point of view, or from the perspective of decision makers or staff who, in the process of brand positioning brand value will follow a line, that value delivery. simple example is as follows:
For example, children products, claiming 100% cotton material, they play a role is to show the product has a soft and lightweight function, which gives consumers the impression that the product must be comfortable and will not stimulate the child's skin lead to allergies. and all the mothers want their children to grow up healthy and happy, this is their primary motivation, so they buy clothes for children when in the painstakingly described, picked and chose only one objective, that is to do a due diligence of the good mother, if they do not choose for their children to the appropriate clothes, then your heart may be sorry, but because of his implicit question is not worried about being dedicated and the power of social condemnation, fear itself a bad mother. So, if the chosen 100% cotton children's wear product attributes, then select the product indirectly proved the mother must choose 99% of the cotton than the more conscientious mother, the social benefits is to choose the Products mother must be two-tailed mermaid wood carving patterns, her naked breasts and a fully visible double fish tail.
Then Starbucks by Howard. Mr. Schultz founded by merger of coffee a day, so for a new trademark. The second edition of the mark, followed the original mermaid logo, but made little changes, and she did not bare breasts and on behalf of the trademark color to green coffee per day, it is so integrated with the original Starbucks coffee a day was born a trademark feature.
Currently located in Seattle's Pike Place Market, market street.
Brand Culture
culture-specific comments from multiple perspectives Brand positioning: and the history of world literature have a high status, but Melville's readers, and not that much, mostly well-educated, have higher cultural taste who, without a certain culture, educated people can not read Petty Bourgeoisie rich people-based white-collar city.
Brand Identity: the green Starbucks logo is a two-tailed mermaid looks like the image of Poseidon, the logo is a young designer in 1971 by Terry in Seattle. Hechler statues from the medieval woodcut was inspired by the sea designed to identification. Mermaid on the original image also conveys a double meaning and the modern: her face is very simple, but with a modern abstract forms of packaging in the middle is a black and white, only color on the outside surrounded by a circle. Twenty years ago, Starbucks created The logo, only a coffee shop. Today, the beautiful Brand Appeal: customer experience is the core demands of the Starbucks brand equity. Just like McDonald's has been promoting sales of joy, like Starbucks, the typical American culture can be gradually broken down into elements of experience: a warm visual, auditory arbitrary, smell the smell of coffee and so on. Imagine through the huge glass windows, watching the crowds on the streets, gently sip of coffee, which is very consistent with kunde in the The Coffee l Religion r. Starbucks people think: their products not only coffee, coffee is just a carrier. And it is through this vector of coffee, Starbucks, a unique style to send to customers. Coffee consumption is largely a cultural sensibility level of consumption, cultural communication needs is an environment created by cafe culture can infect customers, and create a good interactive experience.
Brand communication: the Starbucks brand communication is not a simple imitation of the traditional sense of the huge avalanche of advertising and promotion, but inventive, using a different kind of communication strategies mm word of mouth marketing, the way of consumer word of mouth to promote the goals of Starbucks growing customer base.
Schultz's explanation is: The success of Starbucks proved a cost of millions of dollars of advertising is not the creation of a national brand prerequisite for adequate financial resources to create brand-name products is not the only condition. You step by step, once a customer , once a shop or a market to do one. In fact, this may be the best way to win customer trust, but also the unique Starbucks!
Starbucks, through a series of events to build a good reputation. For example, before the loss of a customer that put the original stuff return; store manager win the lottery and the prize money distributed to the employees to work as usual; Southern California, a manager hired a hearing impaired people taught him how to point one and to win the hearing-impaired people, so that they feel such a friendly atmosphere.
Brand Alliance: Starbucks Another strategy is to enhance the brand's rapid expansion of the brand by brand alliance advantages in the development process to enhance their brand equity to find a strategic partner to expand sales channels, alliances with powerful partners, to expand marketing network.
barnes & nobile bookstores cooperation with Starbucks, one of the most successful companies. barnes & nobile has launched a campaign to become the book that is the center of people's social life, which Starbucks And together, beginning in 1993, barnes & nobile collaboration with Starbucks, so Starbucks in the bookstore to open their own retail business, Starbucks may be attracting people eager to rest,Nike Shox Shoes, not textbook, but the flow of bookstore coffee shop sales increased by .1996 Starbucks and Pepsi alliance as the product image. In 2007, Starbucks and Apple reached a cooperation agreement in Starbucks stores in the chain terminal equipment related to the installation, iPod music player and iPhone users are mobile phone users can use the Starbucks brand new iTunes store online music download service, coffee and music blend to create new forms of service marketing precedent.
Brand expansion: the expansion of the Starbucks chain, thanks to Starbucks to their brand into the values and the corporate culture into a consumer can feel content and form. Starbucks brand expansion, has always insisted Direct line: the Starbucks Headquarters direct management, unified leadership, the purpose is to control the quality standards. so that each store planning, management and training by the headquarters staff, to ensure that each store is one hundred percent of overseas origin Starbucks. Although a larger initial investment capital, but the staff high professional quality, easy to coffee, the promotion of education and the establishment of the industry's most professional image of the Starbucks brand and reinforce the strong expansion.
The end of 2001, the United States Kellogg School of Management survey showed that: the success of companies with a consistent, clear and multi-level approach to define and use emotional relationship. Xing Bake Zaiyu added to the mystery of the rise of coffee beans in a kinds of special ingredients: caring children. Starbucks have all along been carrying out this core value. The origin of the core values and focus on the interpersonal Scholz, believe that the most powerful and most enduring brands in the minds of customers and partners to establish. the brand inside and outside the final analysis, is a company (between partners, between partners and customers) to form an alliance and a loss of spirit all loss, a prospering community of interests.
Starbucks is responsible for Michel, vice president of beverage. Gass said: value, should be regarded as a company's core assets that the company's customers, suppliers, alliance partners and employees, the value of the network. as important assets.
Client assets: Starbucks is a major competitive strategy in the coffee shop to communicate with customers, raw coffee is particularly important to communicate with customers. Each students must undergo 24 hours of coffee mm customer service training, basic sales skills, basic knowledge of coffee, coffee making skills. coffee, students need to hunch to customer needs, patiently explained the different taste of coffee aroma when boldly make eye contact. Starbucks has adopted to seek the views of customers, strengthen customer relationships. each weeks of the project leaders are based in public made the customer feedback card.
Staff assets: Starbucks to build not only a new experience for the customer to create a company, is a high degree of emphasis on staff emotions and employee value of the company. Howard. Schultz will be the company's success is largely attributed to companies and employees between the ;
At Starbucks, the staff called become a partner in the company, so that each employee and the company took the overall performance of link, whether it is CEO, or any partner, have adopted the same attitude .20 mid-90s, Starbucks employee turnover rate 6%, far lower than the fast food industry, 14% of part-time to 30% quit rate.
Supplier assets: the relationship between Starbucks model also extends to the supply chain to upstream suppliers have, including coffee plantation farm, bakery, paper cups, plants and so on. Starbucks supplier selection and assessment procedures are very strict, Starbucks to spend a lot of manpower, material and financial resources to develop suppliers to secure the long-term stability with suppliers to maintain relationships, so that switching costs can be saved, two suppliers to avoid the impact of adjustments to the business. vice president john yamin said:
is a trademark? choice to purchase a certain kind of trademark. In the back of a trademark is consumer acceptance of an emotion, a strong country, its products must be a strong trademark, a strong national culture and connotation of the value of a trademark is a consumer purchase driving force, even for consumers to learn and imitate, fanaticism, the object of worship.
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark strategy of national intellectual property strategy an important part. To strengthen the strategic implementation of the trademark organization and leadership, according to the views of the implementation of consumer groups to get world recognition it? of how the Chinese culture embodied in the trademark and rehabilitation of it? Mr. Wu Jiajie for your interpretation of the Chinese trademark Historical Status of China Trademark
China's increasingly strong national strength, China will inevitably contribute to the upsurge of national self-confidence. In terms of products to reflect the trademark, the Chinese trademark is a culture and history, and has always been that we are proud of. Head Ma Ju Yuan (hat shop ); wearing eight Xiang (Chou Duandian); liter inline foot (shoe store); around his waist four constant (banks), Linfair Reform of the past three decades, the Chinese economy has made great achievements, but the Chinese trademark is labeled Under the booming economy, on the whole, a trademark of strategic awareness of enterprises are generally lower than in Western developed countries, many enterprises to implement trademark strategy of how there are significant errors. trademark quantity and quality is generally poor, lack of innovation and culture, the commercial value of trademarks have sufficient understanding of the concept of Chinese enterprises still remain in importance only to the funds, equipment and other tangible assets of the status quo. As for the trademark flip of some of the Chinese enterprises, trademark strategy is also limited to planning, and no be vigorously implement their own way, mainly to chase market share and sales margins based, not high gold content mark, international competitiveness is not strong, there is no unified national trademark development strategy, emphasis on the value of the competitive atmosphere trademark.
At present, there are the following issues:
Worship mm trademark incorrect operators and consumers generally do not attach importance to the local trade mark, the market of foreign brand advocates, or joint-venture brands. Some China-made products, but also from a foreign name altogether. Chinese people do not understand, foreigners do not understand, And up is low, many registered trademarks are the side edge of marketing, there are significant business risks. At the same time, old Chinese domestic trademarks are registered in foreign countries frequently, the Chinese trademark wall of the wall is not fragrant incense.
Lack of cultural orientation mm trademark brand name in the cultural misunderstanding. from the support of the Chinese culture, the simple domestic trademark of foreign letters to the mainstream consumer groups is difficult to win the respect, China is facing not only the high-end luxury goods, only the product, no brand of foreign competition faced embarrassment.
Cultural values are the trademarks of too few mm mark if the Chinese do not value our own cultural heritage, is not long, reflecting the national spirit and excellent quality of Chinese trademarks is extremely rare.
Domestic enterprises is not enough the importance of trademarks, famous trademarks few mm in today's world, no smoke in this commercial war, with the number of brands has become the measure of a country's economic strength is one important indicator of strength. However, China is now or the real In addition, Chinese enterprises should be given to sound the alarm, to attach great importance to trademark rights abroad, the importance of registered overseas. Our business, particularly well-known enterprises, the lack of the sense of old now, to our export products to countries that mark more up.
Is a trademark of development history, from the company's start-up times for the product name, has now entered a trademark innovative products to the culture of the new future products bearing trademarks of age, a trademark of World War II but also through a very long period of time. < br /> Decided to mark achievements of national culture
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark of National Intellectual Property Strategy is an important part of the strategy. Implementing trademark strategy, developing brand economy depends mainly on the innovation, research, technology, management, quality and corporate culture. Enterprise inseparable from culture, leader Mao Zedong once said: An army without culture is a stupid army. no recognition of cultural values, business can not grow up. inseparable from culture, trademark, consumers buy the product, the value of product in the identification At the same time, more recognition is the emotional value products, on product labeling with the interpretation of the cultural spirit.
The history of civilization in the world, dating is not the only Chinese civilization, the blood and bone marrow that an in-depth cultural gene can not be changed. With the rapid development of society, although the Chinese people's cultural values are the times in development and change, the pursuit of personal, cultural diversity, consumer groups to determine the diversity of products in the decision. So,Nike Air Max Shoes, what kind of product is a favorite of consumers do? mm for Chinese consumers, some of the basic Chinese The basic idea and the spirit of national aspirations and values are the same, which determines the strength of the core spirit of the brand and the national aspirations of the outreach strategy.
From birth to trademark intellectual property rights, the protection of intangible assets during the development process of China's trademark for a long time, the mounting of a superior, the fate of the Chinese nation magnificent, undulating varied, but the consensus for recognition is a trademark of universal, decisions that mark the achievements of culture.
The product is not foreign occupation of China market, China is a multi-ethnic integration of the country, for the brand, too, a country on the brand if you want in a so-called pure descent into account the views of the country, there is no market , no history of the founding of China's long history of Cardiff on behalf of foreign products, what qualifications are five thousand years of civilization in China, land of talk about mm can be translated into a nice, have the connotation of the Chinese name for foreign products to enter the Chinese market, the first step.
Culture is to get the local culture. Foreign CEO, many of the Chinese market has a very Chinese name, is up to national level foreign ambassador, after the name of every individual has a Chinese name. Decided to mark the visibility of economic behavior
Market behavior is economic behavior, economic base determines the consumer awareness, it is common sense, but also an important factor in purchasing decisions.
Consumers are not blind to buy the product, but by Grade by it. Products on the trademark, factory standard, a slogan, a good image to consumers in order to stimulate, enable them to purchase in the event generated when the effect of conditioned reflex.
The so-called desire, emotion, will have a positive impact and the main way an important means.
Mao Zhong-Qun was born in Cixi, Cixi longer. He single-handedly built the brand is too square, too, was born in Sri Lanka, grew up in Sri Lanka.
Cixi in Ningbo city communities in the plains, not a big city, but here's rich cultural heritage In 1973, in Yuyao and Cixi adjacent discovered Hemudu cultural sites, unearthed thousands of pieces of seven thousand years ago, bone, pottery, jade, wood, and by the production tools made of these materials, household items and decorative handicrafts, a true reflection of the original matriarchal society of prosperity, the discovery has shocked the world.
From traditional culture to the side too products. Hemudu culture, representing the advanced productive forces of society at that time. Our ancestors since then has begun to focus on through labor, to improve their quality of life, and in the Hemudu exhibits unearthed cultural relics, feel at home. Who can say, this Hemudu clan society from the A unique creative side too active not just the first generation of products, but also for the vitality of enterprises to find a continuation of the brand value of the content.
Transmission to help from the business side too brands. Jiangsu and Zhejiang region is a rich place to help business, business to help in the top ten in the Ming and Qing Dynasties, Ningbo Gang to create a well-known clothing brands such as Youngor.
Start at the beginning of Mao Zhong-Qun, Li Mao did not go to follow his father's cause both Xiang, Ningbo, did not take the traditional path of doing business, and he's starting his own business career, and was locked in the power industry, the humble kitchen, plunge is fourteen years. fourteen years of concentrated business, loyal group of Mao not only made the side of the industry is too well-known brands, but also for the regional economy and driving out to create a new cluster.
Ningbo plains of the human environment and the Ningbo people's business intelligence, for the party too brand growth, provide a rich soil and nutrition, in the side too sales revenue exceeded 2 billion yuan on the occasion, Mao Zhong Group to proceed with the management, he is trying to bring more traditional Chinese culture and into the side too, the enterprise, and ultimately the formation elements in the life of the brand side too. none other than the field. The reason is simply the vast majority of apparel companies will own the previous product focus to a consumption capacity of the adult world, ignoring the operation of market development in this area. But as the market matures and changes in consumer demand, many manufacturers suddenly found I look back rooms, children's wear market place is a dim light. huge market demand and the objective of profit margins immediately attracted the concern of a large number of clothing manufacturers, clothing and even some international giants have also shot, their eyes on this emerging market. All this shows that children's wear market is booming, with great potential.
However, as the NIKE, Eddie Das and other international children's wear brands have moved into the Chinese market and other capital markets Hushi end to end for the children, the children of domestic enterprises will no longer be facing and their own water for about the same domestic enterprises will face more mature markets abroad has strong operational experience and resources to support a new round of competition. need to attract major manufacturers concerned that the new round of competition, not simply reflected in the price or the production capacity competition, the more the brand is reflected in the overall competition.
How can enterprises in the new round of competition, how to enlarge and strengthen the existing brand? This is a children's clothing business threshold. Decent sail to the wind, make life difficult to remain busy and did not earn much considerable profit.
Based on this, I combine years of practical experience, children's clothing companies to make the following recommendations to enhance the brand.
1. Market segmentation, cutting the market.
Market or that market, the different needs of specific segments of the market, only groups clearly defined, can be conducive to business. Children's wear market, and its population range from 0 to 14 years age range of children, even in some of the parents eyes, 14 years old 16 years old junior high school children are also counted as a range, specifically from the market can be divided into 0, 1-year-old baby equipment installed 3 years old child, 4-6-year-old children, 7-9-year-old segment The 10-12 years in the Kids section of a large section of children aged 13 to-16 segment of juvenile loaded six. Specifically as follows:
The main purpose of this subdivision is for children 0-16 years of age during development, facing different stages of their psychological characteristics and physiological characteristics, and there are differences in growth characteristics. From the figure we can see that the growth of children process, the mental consciousness is gradually realized by the non-conscious process of development that the rebellious. effectively understand the process, will determine the children at different stages of their differences in style and materials, for example, in early childhood, because the baby skin The immune system is extremely low and delicate skin, it is bound to a number of chemical raw materials for the children rejected by their mothers. Meanwhile, the China's national conditions, only two age groups, there is no taboo clothing, one infant groups, other One is the elderly population. Therefore, from clothing styles and colors, can be said of 2. Product functionality development, brand-oriented interests of
Children's wear market and the biggest difference between the market and different adults is that children's clothing market, consumers have two members, one of the users are children is the children, the other is to buy children's clothing is the decision-makers and staff are parents of children . children's clothing brand to promote this special brings problems, the user is locked children or parents of the children? After all, this decision-making power to judge, but the two have radically different. The younger the children, their self-consciousness weaker,Nike Air Max 90 Ltd, higher grades of children, the stronger the self-consciousness. From this analysis, infants, young children should be the point of parents, consumers, not children! and children to the juvenile within the growing awareness of children strong sense of self-selection is stronger, which led to the greater age of the child, pointing to its market, the more consumers move closer to the children themselves. This will determine the trends and changes in vendor products as tone, stress that the efficiency of marketing that the enterprises should be in the shortest possible time to sell their products to consumers. and leveraging this market is to leverage the most effective way to find the right fulcrum, in terms of children's clothing, the fulcrum is the precise brand positioning, to meet consumer needs.
For the children themselves, the children's clothing products are two core points, one is the quality of the product itself is not bad, followed by the representative of the product itself is the child's own spiritual quest, in which case the more the performance of older children more significant. A typical case is Nike shoes, the same product, do not paste Nike trademark, the price is not known if less than one, but with the NIKE mark, the price can suddenly quadruple, or even higher . This is a quality which in itself is no longer competitive, but because consumers and representatives of NIKE shoes itself behind the spirit of a positive resonance, which is called the spirit of the brand mark.
Similarly, for parents, concern for children's wear market has two core points. One is the product to its own manufacturing quality and product quality, the other is behind the product represents the derivative interests. The former is mandatory product requirements, are necessary conditions. The latter is a spiritual pursuit. The reason, no wonder the parents are reflected in the meticulous care and vision care for children a future of unlimited. logic diagram is as follows:
Either from the user point of view, or from the perspective of decision makers or staff who, in the process of brand positioning brand value will follow a line, that value delivery. simple example is as follows:
For example, children products, claiming 100% cotton material, they play a role is to show the product has a soft and lightweight function, which gives consumers the impression that the product must be comfortable and will not stimulate the child's skin lead to allergies. and all the mothers want their children to grow up healthy and happy, this is their primary motivation, so they buy clothes for children when in the painstakingly described, picked and chose only one objective, that is to do a due diligence of the good mother, if they do not choose for their children to the appropriate clothes, then your heart may be sorry, but because of his implicit question is not worried about being dedicated and the power of social condemnation, fear itself a bad mother. So, if the chosen 100% cotton children's wear product attributes, then select the product indirectly proved the mother must choose 99% of the cotton than the more conscientious mother, the social benefits is to choose the Products mother must be two-tailed mermaid wood carving patterns, her naked breasts and a fully visible double fish tail.
Then Starbucks by Howard. Mr. Schultz founded by merger of coffee a day, so for a new trademark. The second edition of the mark, followed the original mermaid logo, but made little changes, and she did not bare breasts and on behalf of the trademark color to green coffee per day, it is so integrated with the original Starbucks coffee a day was born a trademark feature.
Currently located in Seattle's Pike Place Market, market street.
Brand Culture
culture-specific comments from multiple perspectives Brand positioning: and the history of world literature have a high status, but Melville's readers, and not that much, mostly well-educated, have higher cultural taste who, without a certain culture, educated people can not read Petty Bourgeoisie rich people-based white-collar city.
Brand Identity: the green Starbucks logo is a two-tailed mermaid looks like the image of Poseidon, the logo is a young designer in 1971 by Terry in Seattle. Hechler statues from the medieval woodcut was inspired by the sea designed to identification. Mermaid on the original image also conveys a double meaning and the modern: her face is very simple, but with a modern abstract forms of packaging in the middle is a black and white, only color on the outside surrounded by a circle. Twenty years ago, Starbucks created The logo, only a coffee shop. Today, the beautiful Brand Appeal: customer experience is the core demands of the Starbucks brand equity. Just like McDonald's has been promoting sales of joy, like Starbucks, the typical American culture can be gradually broken down into elements of experience: a warm visual, auditory arbitrary, smell the smell of coffee and so on. Imagine through the huge glass windows, watching the crowds on the streets, gently sip of coffee, which is very consistent with kunde in the The Coffee l Religion r. Starbucks people think: their products not only coffee, coffee is just a carrier. And it is through this vector of coffee, Starbucks, a unique style to send to customers. Coffee consumption is largely a cultural sensibility level of consumption, cultural communication needs is an environment created by cafe culture can infect customers, and create a good interactive experience.
Brand communication: the Starbucks brand communication is not a simple imitation of the traditional sense of the huge avalanche of advertising and promotion, but inventive, using a different kind of communication strategies mm word of mouth marketing, the way of consumer word of mouth to promote the goals of Starbucks growing customer base.
Schultz's explanation is: The success of Starbucks proved a cost of millions of dollars of advertising is not the creation of a national brand prerequisite for adequate financial resources to create brand-name products is not the only condition. You step by step, once a customer , once a shop or a market to do one. In fact, this may be the best way to win customer trust, but also the unique Starbucks!
Starbucks, through a series of events to build a good reputation. For example, before the loss of a customer that put the original stuff return; store manager win the lottery and the prize money distributed to the employees to work as usual; Southern California, a manager hired a hearing impaired people taught him how to point one and to win the hearing-impaired people, so that they feel such a friendly atmosphere.
Brand Alliance: Starbucks Another strategy is to enhance the brand's rapid expansion of the brand by brand alliance advantages in the development process to enhance their brand equity to find a strategic partner to expand sales channels, alliances with powerful partners, to expand marketing network.
barnes & nobile bookstores cooperation with Starbucks, one of the most successful companies. barnes & nobile has launched a campaign to become the book that is the center of people's social life, which Starbucks And together, beginning in 1993, barnes & nobile collaboration with Starbucks, so Starbucks in the bookstore to open their own retail business, Starbucks may be attracting people eager to rest,Nike Shox Shoes, not textbook, but the flow of bookstore coffee shop sales increased by .1996 Starbucks and Pepsi alliance as the product image. In 2007, Starbucks and Apple reached a cooperation agreement in Starbucks stores in the chain terminal equipment related to the installation, iPod music player and iPhone users are mobile phone users can use the Starbucks brand new iTunes store online music download service, coffee and music blend to create new forms of service marketing precedent.
Brand expansion: the expansion of the Starbucks chain, thanks to Starbucks to their brand into the values and the corporate culture into a consumer can feel content and form. Starbucks brand expansion, has always insisted Direct line: the Starbucks Headquarters direct management, unified leadership, the purpose is to control the quality standards. so that each store planning, management and training by the headquarters staff, to ensure that each store is one hundred percent of overseas origin Starbucks. Although a larger initial investment capital, but the staff high professional quality, easy to coffee, the promotion of education and the establishment of the industry's most professional image of the Starbucks brand and reinforce the strong expansion.
The end of 2001, the United States Kellogg School of Management survey showed that: the success of companies with a consistent, clear and multi-level approach to define and use emotional relationship. Xing Bake Zaiyu added to the mystery of the rise of coffee beans in a kinds of special ingredients: caring children. Starbucks have all along been carrying out this core value. The origin of the core values and focus on the interpersonal Scholz, believe that the most powerful and most enduring brands in the minds of customers and partners to establish. the brand inside and outside the final analysis, is a company (between partners, between partners and customers) to form an alliance and a loss of spirit all loss, a prospering community of interests.
Starbucks is responsible for Michel, vice president of beverage. Gass said: value, should be regarded as a company's core assets that the company's customers, suppliers, alliance partners and employees, the value of the network. as important assets.
Client assets: Starbucks is a major competitive strategy in the coffee shop to communicate with customers, raw coffee is particularly important to communicate with customers. Each students must undergo 24 hours of coffee mm customer service training, basic sales skills, basic knowledge of coffee, coffee making skills. coffee, students need to hunch to customer needs, patiently explained the different taste of coffee aroma when boldly make eye contact. Starbucks has adopted to seek the views of customers, strengthen customer relationships. each weeks of the project leaders are based in public made the customer feedback card.
Staff assets: Starbucks to build not only a new experience for the customer to create a company, is a high degree of emphasis on staff emotions and employee value of the company. Howard. Schultz will be the company's success is largely attributed to companies and employees between the ;
At Starbucks, the staff called become a partner in the company, so that each employee and the company took the overall performance of link, whether it is CEO, or any partner, have adopted the same attitude .20 mid-90s, Starbucks employee turnover rate 6%, far lower than the fast food industry, 14% of part-time to 30% quit rate.
Supplier assets: the relationship between Starbucks model also extends to the supply chain to upstream suppliers have, including coffee plantation farm, bakery, paper cups, plants and so on. Starbucks supplier selection and assessment procedures are very strict, Starbucks to spend a lot of manpower, material and financial resources to develop suppliers to secure the long-term stability with suppliers to maintain relationships, so that switching costs can be saved, two suppliers to avoid the impact of adjustments to the business. vice president john yamin said:
is a trademark? choice to purchase a certain kind of trademark. In the back of a trademark is consumer acceptance of an emotion, a strong country, its products must be a strong trademark, a strong national culture and connotation of the value of a trademark is a consumer purchase driving force, even for consumers to learn and imitate, fanaticism, the object of worship.
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark strategy of national intellectual property strategy an important part. To strengthen the strategic implementation of the trademark organization and leadership, according to the views of the implementation of consumer groups to get world recognition it? of how the Chinese culture embodied in the trademark and rehabilitation of it? Mr. Wu Jiajie for your interpretation of the Chinese trademark Historical Status of China Trademark
China's increasingly strong national strength, China will inevitably contribute to the upsurge of national self-confidence. In terms of products to reflect the trademark, the Chinese trademark is a culture and history, and has always been that we are proud of. Head Ma Ju Yuan (hat shop ); wearing eight Xiang (Chou Duandian); liter inline foot (shoe store); around his waist four constant (banks), Linfair Reform of the past three decades, the Chinese economy has made great achievements, but the Chinese trademark is labeled Under the booming economy, on the whole, a trademark of strategic awareness of enterprises are generally lower than in Western developed countries, many enterprises to implement trademark strategy of how there are significant errors. trademark quantity and quality is generally poor, lack of innovation and culture, the commercial value of trademarks have sufficient understanding of the concept of Chinese enterprises still remain in importance only to the funds, equipment and other tangible assets of the status quo. As for the trademark flip of some of the Chinese enterprises, trademark strategy is also limited to planning, and no be vigorously implement their own way, mainly to chase market share and sales margins based, not high gold content mark, international competitiveness is not strong, there is no unified national trademark development strategy, emphasis on the value of the competitive atmosphere trademark.
At present, there are the following issues:
Worship mm trademark incorrect operators and consumers generally do not attach importance to the local trade mark, the market of foreign brand advocates, or joint-venture brands. Some China-made products, but also from a foreign name altogether. Chinese people do not understand, foreigners do not understand, And up is low, many registered trademarks are the side edge of marketing, there are significant business risks. At the same time, old Chinese domestic trademarks are registered in foreign countries frequently, the Chinese trademark wall of the wall is not fragrant incense.
Lack of cultural orientation mm trademark brand name in the cultural misunderstanding. from the support of the Chinese culture, the simple domestic trademark of foreign letters to the mainstream consumer groups is difficult to win the respect, China is facing not only the high-end luxury goods, only the product, no brand of foreign competition faced embarrassment.
Cultural values are the trademarks of too few mm mark if the Chinese do not value our own cultural heritage, is not long, reflecting the national spirit and excellent quality of Chinese trademarks is extremely rare.
Domestic enterprises is not enough the importance of trademarks, famous trademarks few mm in today's world, no smoke in this commercial war, with the number of brands has become the measure of a country's economic strength is one important indicator of strength. However, China is now or the real In addition, Chinese enterprises should be given to sound the alarm, to attach great importance to trademark rights abroad, the importance of registered overseas. Our business, particularly well-known enterprises, the lack of the sense of old now, to our export products to countries that mark more up.
Is a trademark of development history, from the company's start-up times for the product name, has now entered a trademark innovative products to the culture of the new future products bearing trademarks of age, a trademark of World War II but also through a very long period of time. < br /> Decided to mark achievements of national culture
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark of National Intellectual Property Strategy is an important part of the strategy. Implementing trademark strategy, developing brand economy depends mainly on the innovation, research, technology, management, quality and corporate culture. Enterprise inseparable from culture, leader Mao Zedong once said: An army without culture is a stupid army. no recognition of cultural values, business can not grow up. inseparable from culture, trademark, consumers buy the product, the value of product in the identification At the same time, more recognition is the emotional value products, on product labeling with the interpretation of the cultural spirit.
The history of civilization in the world, dating is not the only Chinese civilization, the blood and bone marrow that an in-depth cultural gene can not be changed. With the rapid development of society, although the Chinese people's cultural values are the times in development and change, the pursuit of personal, cultural diversity, consumer groups to determine the diversity of products in the decision. So,Nike Air Max Shoes, what kind of product is a favorite of consumers do? mm for Chinese consumers, some of the basic Chinese The basic idea and the spirit of national aspirations and values are the same, which determines the strength of the core spirit of the brand and the national aspirations of the outreach strategy.
From birth to trademark intellectual property rights, the protection of intangible assets during the development process of China's trademark for a long time, the mounting of a superior, the fate of the Chinese nation magnificent, undulating varied, but the consensus for recognition is a trademark of universal, decisions that mark the achievements of culture.
The product is not foreign occupation of China market, China is a multi-ethnic integration of the country, for the brand, too, a country on the brand if you want in a so-called pure descent into account the views of the country, there is no market , no history of the founding of China's long history of Cardiff on behalf of foreign products, what qualifications are five thousand years of civilization in China, land of talk about mm can be translated into a nice, have the connotation of the Chinese name for foreign products to enter the Chinese market, the first step.
Culture is to get the local culture. Foreign CEO, many of the Chinese market has a very Chinese name, is up to national level foreign ambassador, after the name of every individual has a Chinese name. Decided to mark the visibility of economic behavior
Market behavior is economic behavior, economic base determines the consumer awareness, it is common sense, but also an important factor in purchasing decisions.
Consumers are not blind to buy the product, but by Grade by it. Products on the trademark, factory standard, a slogan, a good image to consumers in order to stimulate, enable them to purchase in the event generated when the effect of conditioned reflex.
The so-called desire, emotion, will have a positive impact and the main way an important means.
2010年11月7日星期日
By staff wearing Nike shoes to go along
Dalian Evening News reported Dec. 19 the owner of a shop off Nike Tn Chaussures in the office, whistling sleep, men actually on the way an employee to wear out. Recently, after prosecutors to prosecute, Jinzhou District People's Court sentenced to complete a theft 5 months detention and fined 1,000 yuan.
It is understood that lives in a street Jinzhou Zhang opened a store. As Zhang creative, honest and industrious others work hard,Nike Sneaker, with the expansion of career employees gradually increased. One day this summer, Zhang due to exhaustion, the store's office in comparison to a pair of expensive Nike shoes off,Grossiste Nike Chaussures, and the phone on the side, and then sound asleep on the sofa. When he woke up and found that cell phones and put coins in the piggy bank gone off even more exasperating is that their shoes have been stolen. It seems that the thief both love money and love brands, and even second-hand shoes are allowed. He is really dumbfounding.
Later, Zhang also put this thing to forget, but one day he stumbled upon completion of his employees shop seems to be wearing a pair of his Nike shoes, after careful observation, it really was his shoes . Zhang will report this to the local police station. Completion of a police station to find,Magasin de Nike Chaussures, complete a confession, he not only stole the owner's mobile phone, piggy bank, but also walked along the boss wearing Nike shoes. Moment from greed, not only lost a complete work, but also into the classroom.
It is understood that lives in a street Jinzhou Zhang opened a store. As Zhang creative, honest and industrious others work hard,Nike Sneaker, with the expansion of career employees gradually increased. One day this summer, Zhang due to exhaustion, the store's office in comparison to a pair of expensive Nike shoes off,Grossiste Nike Chaussures, and the phone on the side, and then sound asleep on the sofa. When he woke up and found that cell phones and put coins in the piggy bank gone off even more exasperating is that their shoes have been stolen. It seems that the thief both love money and love brands, and even second-hand shoes are allowed. He is really dumbfounding.
Later, Zhang also put this thing to forget, but one day he stumbled upon completion of his employees shop seems to be wearing a pair of his Nike shoes, after careful observation, it really was his shoes . Zhang will report this to the local police station. Completion of a police station to find,Magasin de Nike Chaussures, complete a confession, he not only stole the owner's mobile phone, piggy bank, but also walked along the boss wearing Nike shoes. Moment from greed, not only lost a complete work, but also into the classroom.
nike core competitiveness of the contest
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 .
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 .
2010年11月4日星期四
Outsourcing of supply chain management based on mode analysis
the 21st century model of global industry has undergone profound changes, technological innovation to promote the development of productivity, changes in the market makes further intensified the competition among enterprises. The traditional Based on supply chain management outsourcing model to adapt to this change is generated on the basis, companies will have their business concentrated in the core technology to increase the maximum value of the link, and do not have the advantage of himself or outsourcing is separated out, it reflects the enterprises in the new form of competition, by continuing to tap further strengthen its core competitiveness.
Supply chain management and outsourcing the basic theory of
Supply chain around the core business, through logistics, information flow and capital flow control, starting from procurement of raw materials to intermediate products and final products are made, and finally from the sale of network products and services delivered to end users, the suppliers, manufacturers providers, distributors, retailers, until the end user with the function of the whole network into a chain structure model, it is not only a material chain, the information chain, the capital chain, and is a value added chain. Figure 1 briefly describes the structure of the supply chain. Supply chain management is an integrated management ideas and methods.
Authoritative scholars, supply chain management is through feed-forward and feedback information flow logistics and information flow, the suppliers, manufacturers, distributors, retailers until the end-users together into a coherent whole management. The realization of supply chain management, able to a supply chain linking all the nodes are optimized enterprise, so that the fastest speed of production, through production and distribution process into value-added products, there is a demand of consumers served hands.
Concept advocated by outsourcing is this: If the enterprise value chain one link is not the world's best, and not their core competitive advantages, while such activities not go so far separated from the business and customers, then it should be outsourced to the world with the core competitive edge of enterprises do, this will help enterprises to create more value.
Economics short barrel plate lengthened. The size of the competitiveness of enterprises is determined by its factors of production the weakest link in the decision, companies have to do the best for each element, the enterprise must be ; alternative, so that all internal and external slab tied, so that the competitiveness of enterprises to achieve the most its own characteristics, specializing in a particular area, a specialized business, at one point form their own core competencies,Hommes Nike Air TN Sneaker, which necessarily requires companies to outsource non-core competencies to other companies, the so-called outsourcing. Outsourcing (Outsourcing), also known as outsourcing, the English term
In 1990, the American scholar CK Prahalad and Hamel in the Specifically, outsourcing refers to the business integration of external relatively good use of its corporate resources to the non-nuclear (continued sent a letter to web page content) of the heart, a secondary or auxiliary function or outsourced to external professional services, use of their expertise and strengths to enhance their overall efficiency and competitiveness,Nike Shox Chaussures, and their only focus on those core, the main function or business. So in essence, outsourcing is a business strategy company, is a new business management concept.
Supply chain management and outsourcing the basic theory of
Supply chain around the core business, through logistics, information flow and capital flow control, starting from procurement of raw materials to intermediate products and final products are made, and finally from the sale of network products and services delivered to end users, the suppliers, manufacturers providers, distributors, retailers, until the end user with the function of the whole network into a chain structure model, it is not only a material chain, the information chain, the capital chain, and is a value added chain. Figure 1 briefly describes the structure of the supply chain. Supply chain management is an integrated management ideas and methods.
Authoritative scholars, supply chain management is through feed-forward and feedback information flow logistics and information flow, the suppliers, manufacturers, distributors, retailers until the end-users together into a coherent whole management. The realization of supply chain management, able to a supply chain linking all the nodes are optimized enterprise, so that the fastest speed of production, through production and distribution process into value-added products, there is a demand of consumers served hands.
Concept advocated by outsourcing is this: If the enterprise value chain one link is not the world's best, and not their core competitive advantages, while such activities not go so far separated from the business and customers, then it should be outsourced to the world with the core competitive edge of enterprises do, this will help enterprises to create more value.
Economics short barrel plate lengthened. The size of the competitiveness of enterprises is determined by its factors of production the weakest link in the decision, companies have to do the best for each element, the enterprise must be ; alternative, so that all internal and external slab tied, so that the competitiveness of enterprises to achieve the most its own characteristics, specializing in a particular area, a specialized business, at one point form their own core competencies,Hommes Nike Air TN Sneaker, which necessarily requires companies to outsource non-core competencies to other companies, the so-called outsourcing. Outsourcing (Outsourcing), also known as outsourcing, the English term
In 1990, the American scholar CK Prahalad and Hamel in the Specifically, outsourcing refers to the business integration of external relatively good use of its corporate resources to the non-nuclear (continued sent a letter to web page content) of the heart, a secondary or auxiliary function or outsourced to external professional services, use of their expertise and strengths to enhance their overall efficiency and competitiveness,Nike Shox Chaussures, and their only focus on those core, the main function or business. So in essence, outsourcing is a business strategy company, is a new business management concept.
Once you've mastered the core technology
face of the global financial crisis, most companies Haining government guidance, encouragement, is by strengthening internal management, product development, marketing and brand building efforts to change the as a
Haining sunlight into electricity Shin Kong Limited, a new aisle lighting brightness amazing.
The basic domestic market by the World lighting giant Philips monopoly, and our products cheaper than it is to twelve percent. Di Jianyue said, Nike shoes, culture, next January and plans to invest heavily in the United States to jointly develop the core components of ceramic tubes.
to help companies tide over the difficulties, Haining City, efforts to create an atmosphere of entrepreneurial innovation, boosting business innovation, restructuring and upgrading. Back in May, Haining City, began to mobilize the cadres at all levels into the enterprise, to grasp the situation. Municipal leaders in command of the 12 working groups,Nike Sneaker, towns and villages a week in-depth, enterprise, on-site to solve the problem, to the enterprise,Hommes Nike Air TN Sneaker, Currently, the city will launch another To
driven by the government, Haining textile, leather, warp three positive changes of traditional industries. ; route. Haining China Leather City,Nike Air Max 90 Ltd, once again, The warp knitting industrial park in Haining, flexible banner Union standards recently passed validation, flexible banner become the first area of the standard system. Zhejiang Warp Knitting Industrial Standardization Technical Committee, the Provincial Institute of Standardization sub-standard information platform for both settled in the park, park companies are actively adding to the industry quality standard-setting work, the help of Nike dunk SB, Haining warp the standard upgrade industry as a whole.
Haining sunlight into electricity Shin Kong Limited, a new aisle lighting brightness amazing.
The basic domestic market by the World lighting giant Philips monopoly, and our products cheaper than it is to twelve percent. Di Jianyue said, Nike shoes, culture, next January and plans to invest heavily in the United States to jointly develop the core components of ceramic tubes.
to help companies tide over the difficulties, Haining City, efforts to create an atmosphere of entrepreneurial innovation, boosting business innovation, restructuring and upgrading. Back in May, Haining City, began to mobilize the cadres at all levels into the enterprise, to grasp the situation. Municipal leaders in command of the 12 working groups,Nike Sneaker, towns and villages a week in-depth, enterprise, on-site to solve the problem, to the enterprise,Hommes Nike Air TN Sneaker, Currently, the city will launch another To
driven by the government, Haining textile, leather, warp three positive changes of traditional industries. ; route. Haining China Leather City,Nike Air Max 90 Ltd, once again, The warp knitting industrial park in Haining, flexible banner Union standards recently passed validation, flexible banner become the first area of the standard system. Zhejiang Warp Knitting Industrial Standardization Technical Committee, the Provincial Institute of Standardization sub-standard information platform for both settled in the park, park companies are actively adding to the industry quality standard-setting work, the help of Nike dunk SB, Haining warp the standard upgrade industry as a whole.
2010年11月2日星期二
Nike shoes and clothes, who knows what the technology
AIR is the most important technical NIKE, NIKE shoes, but not all use the same technology.
1988, NIKE found that dealers have been unable to provide timely and quality services to retailers. Indoor sales representatives hired to strengthen the publicity of the product expertise. And,Shox Footwear, more importantly, NIKE re Sanming established a dominant position in technology - NIKE Air technology. Since then, one after another new series have been developed:
1992: AIR HUARACHE ---- foot-shaped stickers supporting technology.
1993: AIR MAX ---- air king. He created a multi-range, multi-pressure air. The feet by the impact when the focus falls on low-pressure area; need stable, high-pressure zone fell.
1994: AIR MAX ---- square combination of air cushion technology.
1997: Zoom AIR ---- cushion the impact. When the pressure by the impact of rapid decentralization, designed to speed-type players.
1999: Tuned AIR ---- adjustable cushion. Focuses on the largest force protection,Nike Shox NZ, the pursuit of stability and a comfortable foot feeling.
2000: NIKE Shox technology
SOHERE is based on material structure named clothes, can be understood as a special class of materials consisting of spherical fabric, has a special role in sports. Can be classified into four directions:
nike sphere cool, breathable
nike sphere dry, drying
nike sphere thermal insulation
nike sphere pro professional
NIKE Factory fire now, and the recent endorsement of the PRO VENT KOBE and this material is relevant. But really no one in this material NIKE from a fixed name.
1988, NIKE found that dealers have been unable to provide timely and quality services to retailers. Indoor sales representatives hired to strengthen the publicity of the product expertise. And,Shox Footwear, more importantly, NIKE re Sanming established a dominant position in technology - NIKE Air technology. Since then, one after another new series have been developed:
1992: AIR HUARACHE ---- foot-shaped stickers supporting technology.
1993: AIR MAX ---- air king. He created a multi-range, multi-pressure air. The feet by the impact when the focus falls on low-pressure area; need stable, high-pressure zone fell.
1994: AIR MAX ---- square combination of air cushion technology.
1997: Zoom AIR ---- cushion the impact. When the pressure by the impact of rapid decentralization, designed to speed-type players.
1999: Tuned AIR ---- adjustable cushion. Focuses on the largest force protection,Nike Shox NZ, the pursuit of stability and a comfortable foot feeling.
2000: NIKE Shox technology
SOHERE is based on material structure named clothes, can be understood as a special class of materials consisting of spherical fabric, has a special role in sports. Can be classified into four directions:
nike sphere cool, breathable
nike sphere dry, drying
nike sphere thermal insulation
nike sphere pro professional
NIKE Factory fire now, and the recent endorsement of the PRO VENT KOBE and this material is relevant. But really no one in this material NIKE from a fixed name.
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