Nike leading social network application
Nike, Inc. is a new competition to gain a leading, that is, through an online social networking system to create consumer brand loyalty. Verizon and even from the Coca-Cola to GM's many companies have tried this approach, but have not yet succeeded.
Two years ago Nike introduced Nike +, this technology can track people in each train running information and through nikeplus.com site from all over the world linked to running enthusiasts. Over the past two years, Nike has developed a large number of fans. For instance, in August 2008 there are 800,000 fans running log online and register to participate in a signing 10 kilometers long-distance running race, the race, including Chicago and Sao Paulo, Brazil, the United States, including 25 cities held simultaneously. Right now, Nike is being tested through a social network to promote its basketball shoes.
Nike + how companies have a positive impact on the financial situation, it is difficult to judge. Some analysts have endorsed Nike's own interpretation, the company said, the site re-energize people to love Nike running shoes. Princeton, New Jersey is located in the market research firm SportsOneSource said Nike running shoes in 2006 at the United States holds 48 percent market share, now this figure reached 61%. "One of a large part of the growth comes from Nike +," SportsOneSource analyst马特鲍威尔said.
But this skeptical argument is gone, served on a New York brokerage firms Sterne Agee & Leach stock analyst萨姆波泽is one of them. They think, Nike + only authentic attractive running enthusiasts, with the company compared to the overall number of customers, this is only a drop in the ocean.
According to market research firm comScore data, in general, global social networking applications in the past year increased by 38%. However, McKinsey & Company recently conducted a survey found that a lot of companies are struggling at Web2.0 technologies, and at nearly 2000 respondents executives, only 21% of people can create a blog, or to set up Facebook applications are satisfied with the existing software.
Nike's online strategy is different from other companies. The vast majority of companies have tried to set up virtual communities, but they usually are around a brand or a particular product, since that network "to build up customers will come." Nike is not the same as that initially, the company simply think + can combine music and running, and not as a new means of marketing. Nike, Inc. is responsible for the global manager of consumer contact Outlander Stephen said: "We never thought a part of how we can convince users to buy Nike shoes."
At running enthusiasts will attract the process online, the company invented in 2006 the value of 29 U.S. dollars the sports package played a key role in the sensor. Put sensor and iPod nano or iPod touch connected, it will be able to track the records of people running speed, distance and calories consumed. When the runners turn their iPod, will enter nikeplus.com page, the person running the information was upload. More importantly, this website is a virtual meeting place for all runners at nikeplus.com enthusiasts have been co-sign the 93 million miles.
SportsOneSource data shows that so far, Nike has sold 1.3 million sets of Nike + iPod Sports Kit, 500000 Nike + SportBand watch (price per 59 U.S. dollars), the latter are for those who do not want to listen to music runners prepare similar watch device. Sales of these products 56 million U.S. dollars, but in the company's fiscal year 2008 sales of 18.63 billion U.S. dollars, this is just a fraction.
Seattle is located at the North Face store as assistant manager of萝宾Winters in 2006 bought a + kit sportswear and a pair of sports shoes. 28-year-old Winters has ran half a marathon, she believes that he can ignite a love of running exercise on Nike products and thanks to the enthusiasm of Nike +.
At nikeplus.com website, Winters 90 belong to a team of running enthusiasts, everyone challenges each other to see who run farther faster. Since her first on the register at nikeplus.com sign after Winters has participated in two 50 kilometers and a fifty-mile race, she plans to at the end of 2008 the two runs extra 50 miles of the race. October 2008, she bought a new pair of Nike shoes and two printed logo of Nike Human Race backpack, one for themselves, a gift for her husband.
Nike at the moment hope to be able to rope in another sport enthusiasts: basketball sports. The company is testing volunteers Ballers Network, this Facebook application allows gamers to be able to organize a real online game and form their own team.
Competitors also have to participate in the competition came. In 2009, Adidas plans to launch the United States called miCoach sensors, it can enable the runner to the Internet through mobile phone heart rate and running From the other data. MiCoach of the United States but a Nike + to catch-up there is still a long way to go. In fact, it can be said to be around 93 million miles away.
博主推薦：
