â– United States: "Adidas is more like a football brand"
Interviewee: Z. John Zhang (Associate Professor of Marketing, Wharton School, University of Pennsylvania) Reporter: In the United States, what are the differences in the marketing strategies of several major sports brands?
John: In the United States, Nike has a great advantage in the teenage market for teens. In general, it is our impression that it is mainly running shoes. However, for many years, Nike has paid more and more attention to the functionality, expressiveness, high technology, and trend of the product. At the same time, Nike has also entered more sports programs, especially football. As for Hummer, it seems that it is still adjusting its market strategy. It is more like a brand of sports life. Its market is mainly concerned with personality, independence and attitude towards life. Of course, it has a distinct European color. Adidas? It seems to be more used by Americans as a special brand for soccer shoes.
Reporter: So in the United States, is Adidas' image more traditional or more in line with the middle class?
John: I don't think so. I did not feel that the successful class or the traditional people of the United States had a special interest in adidas. This can be imagined that the middle class in the United States may rarely play football. How could one buy a football brand? You should know that Americans like jogging, and Nike has a very professional and thoughtful design in this area that can meet everyone's needs. The same is true in many other sports. What a mess? Bad brains? An umbrella?br>
â– Germany: "When you are young, wearing Nike means 'in'"
Interviewee: Hado (German, staff member of a German company in Shanghai) Reporter: As two German brothers, how does Hummer and Adidas feel about the Germans? What about American brands like Nike?
Hado: For young people, if you want to buy football clothing, you usually buy Adidas, and Hummer will be cheaper, but it's not as good as Adidas for my personal use. Nike and Converse came into Germany only afterwards. They started as a basketball brand. They later infiltrated tennis up until now. It should be said that American brands such as Nike are still very popular in Germany.
Reporter: How does the German generally think of Nike?
Hado: Of course, in Germany, you don't see so much Nike as in China. After all, we have our own Adidas and Hummer. However, because of this, Nike has become more fashionable in Germany - after all, it comes from the United States, and not many people wear it. Especially for German young people aged 14 to 18, you need to wear a Nike or Converse brand to show that you are more "in".
Reporter: Will older Germans be more inclined to use Adidas and Hummer instead of Nike?
Hado: Of course it is.
Reporter: Italy won the sponsorship of Hummer, do you feel that this will help its market?
Hado: I don't know, but do you think a German would buy such a brand? Its sponsored team (Italy) sent our national team back to their hometown...
■China: “Choose either Hummer or Addi? Frankly, I don’t know their difference†Interviewee: Billy (Shanghai white-collar) Reporter: Do you understand these sports brands?
Billy: Everyone knows, but the main understanding comes from advertising on television, especially Adidas and Nike. Felt adidas seems to be mature and rigorous, and Nike is more active and passionate.
Reporter: So when you buy a sports brand, will you consider these advertising factors?
Billy: Maybe, but whether it's Hummer, Addie, Nike, or other brand names, frankly, I don't really know the difference between quality and design. The factors that affect my purchase are mainly the specific product appearance. Of course, The most important thing is the price.
Reporter: Will Italy win influence on your brand choice?
Billy: No, but it's really a lot of recognition for Hummer. In the end, if you want to buy a product, it may still depend on my personal preferences and goals. For example, football equipment, I should only choose Adidas, I still have confidence in its quality; if only casual wear, Puma, Nike and even any other first-line brands may become my choice.
Rain Boot,Kids Boot,Kids Rain Boots,Kids Pvc Rain Boot
Moccasin Shoes Ballet Shoes Co., Ltd. , http://www.nssnowboots.com