The Difference Between Lining And Nike From Four Aspects

　　 Lining Since its establishment in 1989, it has been more than 20 years. Although it has always been the hegemony of Chinese sports brand, it is hard to be elegant in the field of world sports brand. What is the gap between Lining and Nike? Liu Zuke, a leader in the south, thinks that it is mainly embodied in the following four aspects:

　 First, the difference between the image spokesperson: the gap between the first class star and the second class star.

Modern advertising generally adopts celebrity endorsement. On the one hand, the study of psychologists will always be tempted by celebrity endorsements. Whether good or bad, our minds will naturally focus our attention on celebrities without stint. In addition, the advertisement of a purely promotional product is broadcast along with an advertisement advertised by celebrities there. Under the guidance of subconsciousness, the audience will have doubts about the information conveyed by the pure product advertisement, but for those who are subconsciously regarded as friends, the recommendation will produce a sense of trust. Celebrities' sales influence naturally comes into being.

First of all, look at the lineup of Nike spokesmen, Kobe, James, Anthony, Parke in the basketball field, C, Ibrahimovic, Drogba and other tennis players in the football world. The endorsement of these celebrities was first brought about by the promotion of brands. The excitement of seeing the stars has deepened the image of Nike in people's hearts and made Nike a household name. Secondly, the endorsement of stars will increase the trust of products in people's minds. Kobe will be so stunning in wearing Nike shoes. Can I wear it well? Once again, to some extent, many sports fans will find a link between their stars and giant stars when they see the superstars in their minds: we all wear Nike shoes. Many young sports fans scramble to buy Nike shoes to imitate their own superstars. In short, the endorsement of first class stars not only promoted the brand, but also increased sales to a certain extent.

Take a look at Lining's spokesperson, O'neal, Turner and Jones, though O'neal was very well known before, but he was near retirement age. People who speak with a sports career close to the end are more closely related to the brand positioning of sports and vitality. Turner and Jones are even more ignorant, choosing almost no one to know the second rate celebrity endorsement, which makes Lining's popularity in the world difficult to improve, and sports fans will not even pursue it. From the point of view of celebrity endorsement in advertising, because the spokesperson of his choice is less well-known, it attracts much less attention. Secondly, people seldom get the trust of the product from the unknown second rate celebrity endorsement. The result of endorsement by second rate stars is not only that the popularity of famous brand is much weaker, but also the impact on sales is poor.

　 Two. Advertising delivery The choice of media: the gap between the first-class media and the second tier media

There are many factors to evaluate the quality of advertising media, such as coverage rate, coverage, authority and so on. This is closely related to brand strategy. The choice of local brands is mostly local media. If we want to become an international brand, we must choose the international media. We must constantly use the international advertising media to spread the brand and expect to get a higher reputation.

On the choice of advertising media, Lining, who targets the international brand, is very different from Nike. Nike has long been the dominant player in international sports brands and is closely related to the choice of advertising media. On the choice of TV media, Nike chooses more authoritative media with high ratings, such as choosing CCTV as the main TV medium in China and inserting it in many competitions, so that the audience rate and the degree of arrival can be increased. In newspapers and magazine media, Nike chooses national sports newspapers and magazines, such as "Sports Weekly" and "basketball pioneer" in China. Nike's most effective advertising media is its constant publicity in events such as the Olympic Games and the world cup. When the world cup in South Africa was held in 2010, Nike invited its endorsement star to shoot the movie "playing the legend", which attracted the attention of the target audience and promoted the brand preference and purchase intention most effectively.

On the contrary, although Lining has scored the goal of entering the top five of the world sports brand, he rarely advertised in the international media. Although Lining has been putting advertisements on CCTV in China, he wants to go out of China and needs more international media to publicize. Lining was rarely seen in international competitions, and even in 2008, he did not get the sponsorship in the Olympic Games held at the local level. It was hard to see Lining in the world cup. It is inevitable for the brand to enter the world and put advertisements on the international market. Only in this way can the brand be better spread and become an international brand. In this regard, there is still a big gap between Lining and Nike, and there is still a long way to go. {page_break}