The following is a brief introduction of Nike:
Introduction of Nike company
Nike, headquartered in Beaverton, Oregon, USA, is a world-famous sporting goods manufacturer. The company produces all kinds of sporting goods: clothing, shoes, sports equipment, etc. In fiscal year 2002, the company's operating income reached a record $4.98 billion, an increase of 2% over fiscal year 2000/kloc-0.
Nike confirmed a sentence once said by its founder Bill Ballman with impressive performance: "As long as you have a body, you are an athlete. As long as there are athletes in the world, Nike will continue to grow and develop. "
Sports is the language of Nike.
1962 bill Ballman, a graduate of the university of Oregon, and Philip knight, an alumnus, co-founded a company called "blue ribbon", which specializes in sporting goods. 1972, Blue Ribbon Company was renamed Nike Company and started to create its own legend.
Bill Ballman, the founder of the company, has been staying as a track and field coach since he graduated from the University of Oregon in 1947, and once trained steve prefontaine, a legendary figure in the world track and field history. When Bill Ballman was a child, his family was poor, and his rough experiences cultivated his iron will. Philip Knight, the current chairman and CEO, as one of the two main founders of the company, has also contributed to the development of Nike.
Knight from 65438 to 0959 graduated from the University of Oregon with a bachelor's degree in business administration. A year later, he entered the famous Stanford University to study for a master's degree in business administration. Strict management education makes him an excellent manager. In the years to come, the two alumni worked hand in hand to help each other and lead the company to grow and develop. Today, Nike's production and business activities are spread across six continents, with 22,000 employees and nearly 6,543,800 suppliers, shippers, retailers and other service personnel.
Nike has always regarded it as a glorious task to inspire every athlete in the world and provide them with the best products. Nike's language is the language of sports. Thirty years later, the company has been committed to creating opportunities for everyone to show themselves. Nike knows that only by using advanced technology can we produce the best products. Therefore, Nike has been investing a lot of manpower and material resources in the development and research of new products. The air cushion technology pioneered by Nike has brought a revolution to the sports world. Sports shoes made by this technology can protect athletes' ankles and prevent them from spraining during strenuous exercise. Sports shoes with air cushion technology are very popular as soon as they are introduced. Both ordinary consumers and professional athletes love it.
In 200 1 year, after developing air cushion technology, Nike introduced a new shockproof technology called Shox. The sports shoes produced by this technology are also very popular, and the sales volume keeps rising. Besides sports shoes, Nike's clothes are also very innovative. For example, high-performance textiles made by FIT technology can effectively help athletes to train and compete in any weather conditions. Other sporting goods produced by Nike, such as watches and glasses, are the crystallization of high technology.
establish hegemony
Nike's dominance was established after defeating one powerful opponent after another.
For example, Nike, as a rising star, once faced great pressure from Adidas. Named after its founder, German Adi Dassler, the company is the oldest sporting goods manufacturer in the world. 111At the 936 Olympic Games, jesse owens, an outstanding American black athlete, set foot on Adidas running shoes and won four gold medals in one fell swoop. Since then, Adidas, as the best track and field shoes in the world, has stood out for decades. 1972, the first batch of Nike shoes began to be sold. In the next 20 years, Nike gradually completely ate Adidas' lunch. Today, Adidas ranks fourth in sales in the United States, far behind by Nike. What's the problem?
Eric Liedtke, Adidas' director of footwear marketing, pointed out: "Adidas designers don't know who the potential buyers are when designing sports shoes. Unfamiliarity with customers is the crux of Adidas: it has been making shoes, but it is not to consumers' taste. "For example, Adidas launched its original ClimaCool ventilation system last year. This new technology has touched the whole sports shoes industry, but the sales volume is flat, obviously because the colors and styles are too monotonous. Liedtke said, "Adidas is famous for its high quality and durable brand, but its appeal is not enough. "As a marketing strategy, the company specially invites customers to ask their opinions. They asked some children, "If someone wore Adidas to a party, where would they hang out? "The children replied that boys wearing Adidas shoes will mix with boys and say girls, but boys wearing Nike shoes are all with girls.
As the saying goes, "the waves behind the Yangtze River push the waves before." Nike has to face the challenge of a new sporting goods company while defeating its former competitors. In the past 10 years, the market share of New Balance Company has been growing steadily. While sports shoe manufacturers are trying to seize the young people's market, New Balance has positioned the market on middle-aged and elderly consumers. New Balance knows its customer base very well. Since its establishment, the company has never deviated from the demographic data. At the same time, New Balance is not a listed company, so it does not have to bear the pressure from Wall Street stock market. It is not surprising that it can achieve rapid development.
One of the problems that athletes face every day is how to overcome themselves and exert their potential. In order to be in an invincible position in the highly competitive market, Nike also needs to think about this issue carefully.