Research on the Existing Problems and Optimization Strategies of Nike sports Goods Brand Marketing

Jiaqi Kang

doi:10.54691/bcpbm.v32i.2898

Authors

Jiaqi Kang

DOI:

https://doi.org/10.54691/bcpbm.v32i.2898

Keywords:

Nike; Existing problems; Optimization strategies; Brand marketing.

Abstract

Nike is a well-known sports brand globally; It not only includes clothes and shoes but also creates a lot of sports goods. Nike’s performance in the Chinese market in recent years is not very good, and other established overseas sports brands have also suffered setbacks in the Chinese market. Nike, for example, reported annual revenue from Greater China of $7.547 billion in 2022, down 9% from a year earlier. It’s not just Nike. Adidas reported its Q2 2022 financial results on August 4, 2022, with a net profit of 3.09 euros, down 24.2% from a year earlier. Based on Nike’s major marketing strategies in China from 2019 to 2022, this paper discusses the changes Nike can make in its sales strategies in the future and analyzes the Chinese market environment to find out the opportunities, advantages, and disadvantages Nike currently has in the Chinese market. To achieve the integration of brand culture and do a good job of localized marketing, develop the sporting goods market while striving for market space for Nike.

Downloads

Download data is not yet available.

References

Garrette Moon, Nike Marketing Strategy: How to Build a Timeless Brand, November 1, 2021. https://zhuanlan.zhihu.com/p/428391778

Li Xiaotian. Research on Chinese Sporting Goods Export Strategy -- Take Nike Export Strategy as Enlightenment [J]. Modern business, 2021 (01): 65-67. The DOI: 10.14097/j.carol carroll nki. 5392/2021.01.020.

Nie Meng. Research on Nike’s Marketing Strategy in China [D]. Dalian University of Technology, 2015.

Du Yiming. Research on Marketing Strategy of Nike Group in China under the background of New Media Era [D]. Northeast university of finance and economics, 2020. DOI: 10.27006/dc nki. Gdbcu. 2020.000866.

Zeng Yi, Xin Xiangyin, Duan Yuchen, Ma Jiewen, Wang Yali. Research on Visual Marketing of Sports Brand Experience Store -- Based on Comparative analysis of Nike and Li Ning [J]. Modernization, 2020 (20): 83-85. The DOI: 10.14013 / j.carol carroll nki SCXDH. 2020.20.032.

Gan Quan. Li Ning vs. Nike: Inspiration for Chinese Sports Goods Industry [D]. Tsinghua University, 2005.

Cui Weinan. Research on the Development Characteristics of Sports Goods Industry under the Background of New Era -- Taking Li Ning and Nike as an example [J]. Recreational Goods and Technology, 2021(6):2

Li Qinyou. Nike’s marketing strategy in the Chinese market [J]. China, 2020 (20): 89-90. The DOI: 10.13939 / j.carol carroll nki ZGSC. 2020.20.089.

Lu J. Aesthetic Thinking of Motivational Advertising -- Taking Nike’s “Crazy Dream” as an example [J]. News research guide,2020,11(06):226-227.

Referralcandy, Nike’s Marketing Strategy: You Should Be (Just) Doing it Too. By Zareen Islam on march 9 2017. https://www.referralcandy.com/blog/nike-marketing-strategy.