s accounted for 82.8% of all individual medalists, which makes the company's reputation has been boosted, with sales rising to $ 1 billion. & nbsp; However, competitors have also poured into the market. Prior to 1972, Adidas and Puma sports shoes occupy the entire market. Although this situation has been changing, but Adidas seems to have become insurmountable pioneer. It is not only the production of various kinds of sports shoes, and also increased other sports-related products, such as shorts, sweatshirts, casual wear, athletic clothing, tennis wear, swimwear, sports balls, tennis rackets, cross-country sled and popular sport bag, etc., are printed with eye-catching adidas logo on the product. & nbsp; 2, strategic planning. Dassler brothers to develop marketing strategies for the entire footwear industry has had an impact on guiding significance. Adidas has long been the international sports as a base for product quality inspection. Over the years, the feedback information to improve athletes' shoe design has an important role in guiding. The company signed a contract with professional athletes, asking them to use the company's products. Adidas runners to target market to international sporting events and Olympic Games. Since these contestants are amateur athletes, so ensure that the contract is often signed with the National Sports Association, instead signed with the individual. & nbsp; at Adidas and Puma driven company, with the athletes signed guarantee contract situation is very common. For example, the National Basketball Players Association, at least a year contract with a shoe manufacturer. Today, the guarantee contract amount from $ 500 to $ 150,000 range. Athletes in a variety of public companies must use a certain kind of product. To ensure the company spent advertising the contract accounts for about 80% of the total advertising budget, the other 20% of the cost for media advertising. Unique markings each manufacturer invention is key to these contracts to ensure its validity. This enables people to immediately identify the mark which is which company's products. Thus, the actual use of famous athletes of the product may be recognized sports fans and consumers. In addition, these markers also makes clothing, types of goods such diversification bag up. & nbsp; In order to increase production as quickly as possible, Adidas to Yugoslavia, the Far East and other regions looking for a low-cost, high-volume production of sports shoes factory. Companies with a number of medium-sized enterprises in these countries signed a licensed production agreement, let them manufacture products according to the company's drawing. Thus, saving the company to build the plant and the purchase of equipment for the huge expenditure, thereby keeping costs at an appropriate level. In addition, Adidas sports shoe guide also manufacture a wide range of sports shoes for all types of runners, from all kinds of racing shoes to training shoes. Adidas, the company has more than 100 kinds of different styles and types of sneakers, which come out on top of the situation, until the rising star of Nike's stand, occupying only the changed market after the United States . & nbsp; 3, the athletic footwear market in the 1970s. The late 1960s and early 1970s, sports footwear witnessed prosperity. Americans are increasingly concerned about their health. Millions of people who cheap jordans online did not participate in physical exercise, this time also began to look for training methods. 1972 Munich Olympic Games held Perhaps it is this hot start exercise. Millions of TV viewers watched the d. Walter defeated the Soviet athletes in 800 meters race e. Aga Ivanov and Frank? Short, won the title of venerable live. But the basic work already done running hot. Perhaps Kenyon? Dr. Cooper enlightenment book "Health Science" was first attracted the attention of public health. The book scientifically demonstrated keep running (or walking) benefits to the body, sales of millions of copies. After 1989, James? Fix wrote a book with a significant impact "run book" has sold millions of copies within a few months, the book has been a best-selling book of the column. & nbsp; throughout the 1970s, who increasingly insist on walking. The late 1970s, about 25 million to 30 million Americans insist on walking, as well as 10 million people took to the streets at home or wear sneakers. At the same time, the number of manufacturers also will be increased. Only original Adidas, Puma, Tiger three companies, now, new entrants Nike footwear industry, Brooks, New Ballance, Nick Eaton, j. g. Penney, Sears and other companies carnwath. To sell these manufacturers make shoes, "athlete shoe", "Athens athlete shoe" and "Kinney shoe store" These special shoe mushroomed throughout the country. The new magazine with such a variety of market-related have also come out, increasing circulation, such as "runners world", "Running" and "Running Time" magazine, designed to provide information in this regard for the runners. & nbsp; 4, the loss of market dominance. Adidas and Nike, the shift in the running boom. At this time, Nike has become the industry leader in market share of 33%, 50% after two years. Instead, Adidas's market share has continued to decline and Nike. In addition, Brooks and New Ballance and other US companies are worried for their future. & nbsp; 5, Adidas mistakes. Adolf died in 1978, perhaps this is one reason why Adidas decline, despite the transfer of management rights of his death seems to be stable. In fact, Nike, Adidas had at the time of the market eroded a lot. The market leader careless mistakes, the leadership to let reason and latecomers deserves further study. & nbsp; There is no doubt, Adidas sneakers for growth markets underestimated. Moreover, market opportunities misjudgment is not an Adidas. Several low-priced sports shoes has always been good at operating companies (such as the famous carnwath companies and Uniroyal? Katz companies, etc.) to the market introduction of new sneakers and shoe technology innovation competition, I do not know not feel to be left behind. Those major tennis shoes and sneakers manufacturers (such as the United States accounted for two-thirds of carnwath basketball shoes production company) to market potential is estimated there are serious mistakes until they are Nike and other American manufacturers far When left behind, he had a rude awakening. & nbsp; & nbsp; In order to achieve rapid growth in business sales, be careful of the sales forecast is essential. All aspects of the company's future must be based on sales forecasts as the basis. For example, the purchase of production planning tools and equipment, inventory, sales and advertising work, etc. should be based on the basis of sales forecasts. However, once sale cheap jordan shoes for men s exceed a predetermined plan, the company will be faced with the choice optimistic sales forecasts and sales forecasts between conservative. & nbsp; Adidas is not only underestimated the market, but also underestimated the Nike and other American manufacturers offensive. Perhaps this is Nike Adidas substituted leading an important reason. However, many foreign products, after all, will bring its own mystique and attraction of a product match. So, a little scratch how US manufacturers actually be able to have 40 years of history, experienced Adidas pose a serious threat? & nbsp; of course, is not the only US manufacturer of weak immediate chasing opportunists. Nike slightly better than other companies reason that it is good at identifying opportunities to seize and hold the offensive. Nike, Adidas's success is not so much mistakes, as it is proud of it. Adidas can easily enter the industry in this lack of vigilance. Indeed, it is in terms of the technical aspects or the cost of investment in the plant, they are not enough to prevent other companies to enter the field. However, the leaders failed to intervene on a large number of such products (especially in the case of market demand to grow exponentially under) to take effective countermeasures. Strengthen promotional efforts, the introduction of new products to enhance the research and development work, the elaboration of pricing strategy, the continued expansion of retail outlets, all of which might not stop a competitor, but give the intruders to crack down, to bring to life. & nbsp; Second, Nike: meet foreign competition & nbsp; & nbsp; Nike's success prompted its founders Phil Knight became the US "Forbes" magazine? "America's 400 richest people" one. & nbsp;? 1, Phil Knight and Nike's rise. Phil? Knight is a mediocre score of 1 mile Runners, whose best result was 4 minutes 13 seconds, almost did not enter the ranks of world-class athletes (score of 4 points) a. The late 1950s, he worked at the University of Oregon coach Bill taught in the famous? Bowman. Bowman 1950s had a row to break the world marathon record, Eugene, Oregon, and thus also famous. He continued to try all kinds of sports shoes, sports shoes think even those just a few grams of weight, but also make the results of the competition are considerable differences appear. & nbsp; Knight at Stanford University MBA student period, he pointed out in a paper, the Japanese camera capable of manufacturing its way to create a sports shoe. He later obtained a degree in 1960 to Japan, go Onitsuka Tiger company to apply for eligibility shoe sales in the United States. After returning home, he put the company's sample shoes gave Bowman. & nbsp; 1964, the Knight and Bowman began a partnership. They each contributed $ 500, consisting of the Blue Ribbon Campaign company, to become the exclusive distributor of Tiger sports shoes in the United States. They later on Knight father home basement, the first year they sold $ 8,000 worth of imported shoes. ? During the day, Knight in Cooper librand company to do the accounting; evenings and weekends, street peddling his sneakers. These shoes were purchased most high school sports teams. & nbsp; 1972, the Knight and Bowman finally invented a shoe, and decided to create their own. They make the task of contract cheap labor factories in Asia, to play this kind of shoes called Nike, which is based on Cheap air jordans for sale the name of the Greek god of victory and taken. They also designed a meaning "whizzed" unique mark, have this eye-catching in every Nike products, unique mark. 1972, during the Olympic qualifiers in Eugene, Oregon, Nike shoes in the race debut. Was persuaded to use this new shoe marathoner fourth place to seventh, while wearing Adidas shoes, athletes are eligible for the top three in qualifying. & nbsp; in the athletic footwear industry, Nike is facing fierce competition. Knight and Bowman realized: if you can not develop better than existing products and new products, they did not want to increase market share. And, so far, the US footwear manufacturers produced less than the former Federal Republic of Germany shoes, Adidas shoes foreign production. & nbsp; 1975 years a Sunday morning, Bowman playing a kind of urethane rubber in baked waffle iron mold, using it to prepare a new soles, in which Flexible small rubber nails on waffle soles style tops, so that the elastic soles of popular than other shoes on the market are strong. This looks very simple product improvement, Knight became the starting point and Bowman career. However, the push Nike into the forefront in the US market is not the main marketing strategy innovation, but imitation. Nike to Adidas products as a model for imitation, the result, imitators defeated the inventor. & nbsp; 2, Nike's attack. Waffle sole new type Bowman invention greatly welcomed by athletes. With the improvement in market conditions, the shoes in 1976 sales of $ 14 million, while 1975 was only $ 8.3 million, 1972 was $ 2,000,000. & nbsp; Due to careful research and development of new Nike shoes style and leading position in the footwear industry. By the late 1970s, Nike's research and development sector employs nearly 100 researchers. The company produces more than 140 kinds of different styles of products, some products are on the market the most innovative models, the most advanced technology, and based on different foot type, weight, running speed, training programs, gender and different skill levels and design. & nbsp; 85% of Nike shoes in overseas 20 different countries and regions of production, and another 15 percent in New Hampshire and Maine Nike shoe factory. By the late 1970s and early 1980s, the surge in demand for Nike shoes, in more than 8,000 department stores, sporting goods stores, sports shoe, 60% have a large order of Nike shoes. Nike shoes often have to wait until six months after delivery, see, there has been a shortage situation. This gives Nike production plans, reduce inventory cost opportunities. & nbsp; Nike's rapid growth, its sales from the $ 14 million in 1976 increased to $ 694 million after six years. At this point, Nike has become the industry leader, its market share of 33%, two years later, and increased to 50%. In 1981, "Forbes" magazine reporter visited a Dallas-based community schools, 150 middle school students in the inquiry's favorite sports shoes what brand, they all said, Nike is their favorite brand. & nbsp; Nike has been at the forefront of technological development. Early 1979, the company has launched a revolutionary downwind brand sports shoes, and called a new generation of sports shoes. Downwind licensing is a former Rockwell International's aerospace engineers developed a polyurethane soles mat encapsulated gas chamber, used to enhance elasticity. The company a cheap jordans for sale mens lso "air travel" as the theme to advertise. Up to three years in research and development activities, the company mobilized a large number of people to try new products, everything from the police to the podiatrist. This sneakers highest price reached $ 50, the highest price in the industry. Nevertheless, the products are still in short supply, so that Nike had each auto quota. & nbsp; & nbsp; 1980, Nike to go public, into a $ 300 million net income in a big spender. 70-year-old Bowman has previously sold most of the shares, retaining only two percent of the company's shares, worth only $ 9.5 million. & nbsp; When the athletic footwear industry matures, there is no longer a high-speed development in previous years, Nike has begun to shift business shoes, clothing and sports bags, etc. These products have great potential for development; from Adidas Sales of clothing and sports shoes, bags and other products outside of it accounted for 40% of total sales. Nike is, until 1980, revenues from products other than shoes only a tiny portion of its total revenue. Nike product diversification also made great efforts. By the end of 1980 basketball shoe sales accounted for 24% of total sales, tennis shoes, badminton shoes sales accounted for 18%. Nike decided to extend shoes hiking shoes and sailors, and thus into the overseas market, in every step ahead. & nbsp; 3, success factors. Undoubtedly, 1970s Nike market demand smooth, it takes full advantage of such favorable conditions. In fact, most of the sports shoe manufacturer in these years have gained considerable income. But Nike's success is far from basic needs due to favorable, it beats all competitors, including the then leader of Adidas. Nike's success, opened a foreign manufacturer Adidas, Puma, Tiger, etc. victorious enduring mystery. & nbsp; Nike continues to explore the potential to produce a wider range of products ???????. Production range is too wide there will be some trouble, because this may affect the production efficiency, cost is greatly increased. Many people sincerely suggest the company reduce production range, cut those long-term products, focus on strengths, in order to win. Nike has not yet taken such measures, but became one of the 70s most successful companies. & Nbsp; & nbsp; Nike by providing different styles, different prices and multi-purpose products to attract a wide range of runners, so that people feel Nike is to provide the most wide variety of sports shoe manufacturer. Thousands of runners have this idea that in a rapidly growing industry, indeed compelling. Moreover, in the ever-expanding market, Nike can its wide variety of products to develop the most broad market, it can be sold to ordinary shoe retailers (such as department stores and shoe stores, etc.), you can continue with the specialty shoe store do business. Since the company supplies a variety of models, styles of shoes, which can meet the different needs of a variety of retail stores, and give the sales of Nike shoes discount stores to provide appropriate assistance. & nbsp; product variety, small batch, generally will increase the cost of production. But for Nike, it's probably not a big problem. Most of the tasks are contracted out the production of shoes, and about 85% is contracted to the factory in the Far East. Because many foreign factories produce some of the products in accordance with the contract, cheap jordans for sale thereby affecting small batch production of many varieties of Nike's production cost becomes insignificant. & nbsp; Nike's early emphasis on research and development and technological innovation work, dedicated to the production of lighter, softer shoes, so that the athletes (including the world-class athletes and amateurs) have protection. Nike's emphasis on research and development of new products, the most prominent in it employs nearly 100 researchers specializing in the research and development work, many of whom have won a relevant degree, such as biomechanics, experimental physiology, engineering and technology, industrial design school , chemistry. The company also hired personnel concerned to establish a research committee and advisory committee, including coaches, athletes, trainers, equipment, management personnel, podiatrist and orthopedic doctor, they meet regularly with the company, the audit of various designs, materials, and improve the original sports shoes. 1980 for the cost of product research, development and testing aspects of approximately $ 2.5 million. For shoes, such as very ordinary items, carried such a major research and development work can be described as unprecedented the. & nbsp; as sales at the scene of the final Test, Nike retained the seven retail outlets, called athlete counters. The establishment of these networks, the main purpose is to deliver information products to consumers, the well will be the consumer feedback to Nike's research and development department. They act as sensors to help monitor Nike's market, but also as a new distribution channel to promote product sales. & nbsp; Nike implemented vigorously broaden business strategy, to convince the players to do publicity for the company's products big. Knight has publicly declared that any person in the "Sports Illustrated" done on adult ads available $ 50,000 honorarium, but to publish it is absolutely impossible on the cover, the cover can only those wearing Nike shoes Senior athletes. Many famous athletes have signed an agreement to wear Nike clothing, such as John? Mike Rowe, Nolan? Ryan, Albert? Shala Zha, Sebastian? Libraries, Henry? Rono like. In 1979, the library broke the 800 meters world record in 1500 meters and 10-mile race, Rono broke the 3000 meters cross-country and 3,000 meters, 5,000 meters and 10,000 meters world record race. & nbsp; the use of athletes for Nike products for more than a propaganda, however, only the most successful Nike. By means of research and development activities, Nike's technological advances walk in the forefront of the industry, and as an opportunity to achieve a rapid growth of the enterprise, to become the industry's largest enterprises. Knight explains; "The secret of business is to produce high-quality shoes athletes, let them go ahead in consumer fashion, other people will follow on the market to follow."
Adidas and some American businesses have underestimated the role of the running movement and durability. Not all American companies have sufficient production capacity to meet growing market demand. Brooks successfully seize market opportunities and take advantage of the initial, but because of strict quality control and, eventually, the loss of favorable market opportunities. Poor quality sneakers broke it and understanding of consumers and dealers.
When the sports shoe market matures, Nike in terms 
of diversification has made significant progress. Shoes, sportswear, casual shoes, athletic shoes and other sports products are put into production. Nike's efforts to forge ahead, and constantly expand the site, its products began to enter the European market in 1981, to January 1982, and entered the Japanese market.
4, Nike's concluding remarks. It is always difficult to ensure that a business invincible. Some enduring business success, like Macdonald, Kmart, Honda and other guilty of this situation. And more companies are in the joy of success, unwittingly become mediocre performance of the enterprise, success gone. Some companies also worsened from one success, suffered a disaster, like ????? guilty of this situation. As for Nike, in 1983 also experienced such a drastic change. In 1984, a well-known business magazine will be published the following headline: "Nike back from being down on a fast track, its revenue decline, management confusion, so many people are surprised that people ask:? Phil Knight is not He had run out of breath? "
athletic footwear industry sales reached a peak in 1983, total sales amounted to 19 million pairs, with a substantial increase over 1977 of 9,000,000 pairs. In 1984, sales volume increased by only 2%, while the following year appeared in the sales stagnated. Nike is no longer a business success of the company.
If a few years ago Nike sneakers will not be able to recognize that never sold briskly, it is likely in 1979 on the implementation of diversification strategies, business clothing, and thus into the overseas market in 1981. By 1984, the percentage of US garment industry revenue by 1980, 3% to 21%, of which foreign sales accounted for 18% of sales.
the face of shrinking demand, Nike surprised, but also aware of its business expansion too. Decreased demand for sports shoes, and not just due to the decrease in the number of running, more importantly, because then people rarely wear sneakers as slippers. In addition, the footwear market also began to differentiate, on the shelf filled with a lot of thunder shoes, basketball shoes, tennis shoes, and other styles of sneakers. Just 10 years ago, we experienced Adidas as Nike also made the same mistake, which underestimated the market opportunities. Stimulated by Jane? Fonda, who's best-selling book, break dance popular in the United States, so the thunderbolt shoes market has expanded rapidly. And for this golden opportunity, Nike has known about too late.
until mid-1983, Nike running shoes inventory backlog amounted to 22 million pairs. In order to survive and develop, we had to sell below cost dumping. 1984 fiscal year, revenues fell 29% to $ 40.7 million, which was the first significant decline in 10 years. In 1984, less than half of Nike's stock price last year, and each investor concerns about the previous nova quickly transferred to other place. 1985 fiscal year, the situation worsened, the company net income fell to $ 10.3 million.
Nike's management has also been accused people. Knight has recruited a number of athletes to serve as office manager of various departments, so that people criticized Nike athlete just like a fraternity. The summer of 1983, Knight will be the general manager duties over to a man named Robert? Wu Dell's high jump champion, 15 months later, Knight has recovered this authority. This loose, paternalistic management structure established early days the company, compared with $ 1 billion today has assets of large companies, apparently has become increasingly unable to meet the company's development.
Knight, general manager of the mandate to recover after directly involved in the daily operation and management, is committed to adjust the management structure, reduce product cost. About 400 employees were temporarily laid off, reduced by about 10% of the workforce, processing too much stock. To the fourth quarter of fiscal year 1985, there has been recovery in corporate profits, the situation has improved. Knight started the company's image by a sports shoe company into a full range of fitness products company, and efforts to maintain a 50% market share of running shoes. Late in 1985, the company has achieved significant success in advertising and marketing activities, the Knight shift the focus of the promotion of the few famous athletes from many athletes. For example, he gave the basketball player Michael? Jordan with $ 2.5 million in honoraria and asked him promotion one kind of air Jordan shoes. This shoe in July 1985 officially launched quickly gain a decisive success, the annual orders exceeded the $ 90 million mark.
Third, the comparison of Adidas and Nike, and Reference
In general, a company's success we will be attributed to one or more of the following factors: a different way to take competitors to better meet customer needs, to identify and grasp it previously unrecognized opportunities and fine sub-market, invest more significant resources than its competitors in a particular activity. In a sense, the success of Mustang is that it can have more effectively meet the needs of most consumers than any other automobile; Honda grab the other manufacturers never dreamed of expanding motorcycle market opportunities; Kmart and McDonald resources to invest more actively in the established business activities than its competitors. However, Nike's success is somewhat different.
1, despite the need to imitate innovation and consume a lot of resources, but only effective imitation can lead to success. Of course, imitation must be wise. Worthy of imitation strategy should be able to achieve a historic success. On sneakers industry, Adidas sneakers provide multi-model will establish some kind of association between the brand and its major sports events or athletes, timely development of new products, all of which are effective in the long-term strategic business practice . All sports shoe manufacturer had taken a similar strategy, but Nike did nothing better than others.
In the imitation process, companies must establish its own personality. Success is not simply blindly imitate, mimic only the success of policies, standards and measures. With the effective imitation, companies can still establish a distinctive image, use the distinctive mark or mark, the establishment of new market opportunities remain vigilant regulatory agencies.
2, the leader (especially rapid growth, easy access to industry leaders) are most vulnerable to attack. In the previous case, we have seen that even in the slow development of the industry, its leading companies are vulnerable to attack. Honda motorcycle market into the fast-growing market, and far more than Harry? Davidson, can be regarded as a miracle in the history of business. In the case without a large investment into the industry's technical know-how, financial resources, competition leader more vulnerable to attack. Athletic footwear industry in the case of the 1970s would rather this feature. Industry leaders often appear complacency, that in the face of rapidly increasing demand carried away, careless. In the meantime, the industry leader in sales will be substantial growth, and this growth conceals its declining market position, because the competitors are actively attacking the industry leader, in the case of selfish gradually improve their status.
3, the evaluation on the growing market of business performance, the best use of the market share targets. Market share refers to sales of a particular enterprise the total industry sales total percentage of all enterprises. Market share analysis refers to business performance compared with the performance of other competitors, analysis, economic evaluation of enterprises. Early changes in market share (especially when the deterioration of the competitive position of these changes mean) should cause enterprises attach great importance, and should make every effort to ascertain the reasons for, and then take timely remedial measures. Expanding in the market (such as sports shoe market), the enterprise managers must pay close attention to changes in market share, in order to avoid the loss of competitive advantage.
Faced with the rapid increase of Nike and other US companies to enhance the strength and potential of the industry, Adidas should demand conditions and competitive factors to be more closely monitored. Managers should remain vigilant, through sales representatives, distributors, suppliers and other persons in close contact with the market information system for providing feedback, to grasp the subtle changes in the market. Such persons can obtain information on the latest business publications through statistical data and reviews as well as other sources. Faced with major changes in the industry environment, companies should have a strong sense of strain, but this strain of consciousness for the old enterprises, it is difficult to have, because it often requires a portion of the business activities separate from the existing scope of business.
Data Sources (1) market share. Market Share Analysis requires competitive brands or competitive business sales on the market for information. This information is difficult to obtain in most industries, although this should pay some fees. Business associations or business publications often provide a lot of accurate data industry sales. While such information may not include the brand breakdown, but the company still judge their market share, and discover some significant developments.??????????????¡ì?????????????????????????????????????¡ì?????????????¡ì???3?????????????????¡ì???????
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