in your opinion, crayons can be used to smear the childhood, you can draw a dream, the naivete of color are often the most pure thinking. Launched by Marc Jacobs, this "Crayon" Sneaker officially opened a crayon movement, and it's hard to think of such simple little traces that will be so full of fantasy and beauty in Marc Jacobs. This shoe is very simple overall design, without the slightest sense of hyperbole. A compact shape, designers smear interesting blue thick along at the edge, the novel rendering with white crayon outsole, gave the shoe a fresh, melancholy style, at the same time, the idea of innocence also reflects a humble design concept. Friends who want to have it now can also be purchased at ZOZO. adidas, Originals, MICROPACER, Gore-TexNike, Air, Force,, High, Supreme, Red, Mahogany" comments on : "Adidas Originals MICROPACER Gore-Tex next: Nike, Air, Force, 1, High, Supreme, Red, Mahogany"" in order to promote the upcoming Nike SB new flagship shoes Zoom FP, days before all the media are invited to visit the headquarters of SB Nike in Portland. This has never been the mysterious Nike SB headquarters on the floor appearance looked like a warehouse, but its interior has a hidden but beautiful spot scene, which is comparable to the BMX professional venue skateboard special track. The track can be tested and tested by the players in the room, and the Nike SB members have a great place to play. I think most of you are so envious of it. Let's feel Nike SB bring different charm. Ransom by Adidas Originals Neoprene Curb 2011 spring and summer shoes Air Jordan 13 Retro "Altitude" beginning comments on A: Ransom by Adidas Originals Neoprene Curb 2011 spring and summer shoes next: Air Jordan 13 Retro "Altitude" beginning& nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] return to the "origin", Adidas spent seven years. In 2008, Adidas and Nike's market share in China was less than 1%, which is closest to the first time Adidas. Since then, Adidas suddenly down, very long period of time no longer be eligible, "one of the best." Go back to the final pitch, it is 2015. The Adidas back to this position is the fifth consecutive year of revenue growth. "We have Nike evenly matched, our brand has never been stronger." High Skyline Adidas Greater China general manager director a casual, said this relief. High Skyline came in 2010 when Greater China, Adidas's market share in China is only ranked fourth, the top surface of Nike, Li Ning and Anta. "We gradually lost the limelight, many brands FY projections." Skyline High four ye Retro jordans for sale ars he has sat on the seat, from the fourth back to the second of the night raid led by him. When took the stand, Adidas just stock whirlpool withdraw soon, trembling weak, it has already decided to leave to catch up. This is a military order paper, high Skyline not have much time to prove himself, seven years, he is the seat of the third owner. 2011, the high Skyline team to develop a five-year long-term planning, it is called "Gateway 2015." Now to the closing stages of last year, high Skyline want to taste the harvest of sweet sprinted use. 2014 fiscal year results show that sales in Greater China 1.811 billion euros, an increase of 10%. The other side of the coin is that Adidas profits actually still falling. 2014 net profit of 564 million euros, compared with the previous year fell by 27%. "This is a way to seek change and transformation." High Skyline said. Adidas farewell difficult years, ushered in a long-distance confrontation, fortunately Adidas already different. right river took office, we must first ensure that high adidas Skyline will not step into the same river error. Adidas CEO Herbert? Heiner (Herbert Hainer) at the beginning of 2008, "said the Beijing Olympics will be the best chance we've ever had." He was convinced that the Olympic Games will be a "turning point" . Unfortunately, Heiner opportunity to showcase their products to the world features several stretches of the final quarter turned into a drag. Adidas overexert into stock whirlpool difficult to extricate themselves after the Olympics, Nike that time also dragged down by the stock, but the decline was not as good as Adidas rapidly. To sum up, Adidas on how to maximize the value of the Olympic Games this problem, Nike has taken a different orientation and strategy. At the time, Adidas invested about 80 million to one hundred million US dollars, received a sponsor of the Beijing Olympic Games qualification. As a sponsor, will provide uniforms and shoes for the Olympics all the staff and volunteers a total of 10 million people, while also providing the official uniforms for the Chinese Olympic team. It also has a monopoly in the whole of China sold exclusively licensed "fandom apparel." But this is a pyrrhic sale, in preparation for the Olympic Games more than a year, Adidas has invested heavily, high inventory, sales is not satisfactory, cash flow pressure is huge. Instead, Nike focused on individual sponsorship of Chinese Olympic sports teams and individual athletes, the original Nike president Charlie? Denson said the policy would be more effective in business. "Whether it is from the perspective of the mo cheap jordans for sale mens vement to support, or from a commercial and marketing point of view, this is the best use of our resources." Nike future shocks experienced during the economic crisis has not been beating also largely thanks This strategy has done. These two ideas in different directions, directly determines the Olympics after a big carnival, than Nike, Adidas onto steeper slopes. Olympics is a watershed, but Adidas Quefei miss the opportunity to climb to the top of the loss of one day. According to Euromonitor International data, between 2008 to 2009 year, Adidas market share fell by about 4%. It is most depressing is that, in this case, it is the local rival Li Ning substituted at second place China market - this is the first decline in 2004 to catch up with Li Ning after Adidas. Adidas within a year experienced a "great mercy" tough day begins. "There's nothing to fight a losing battle," a former high Skyline, when he was general manager of Greater China director of Dubai Rui said, "the key is to learn." "Simply put, our future focus is on from the previous emphasis on the wholesale segment, increase order volume, sold out to improve the rate of distribution links. "Skyline High, said before the dealers to attend when ordering, get our hands on the product catalog stereotyped, free to choose their own products to buy, but now starting to change, Adidas will to cooperate with the dealer, according to the climate characteristics and population characteristics of each region to help them to classify and order. about 5% -20% of large orders from the auto Adidas procurement, packaging sent to the warehouse, and tell them not to open the package, which places the city which is to re-open, through this form to achieve more precise for goods. At the same time, Adidas sales data can also be obtained from 80% the day of the stores, including gender and product and consumer price they choose. All this effort, Adidas wants to achieve is better able to understand what most consumers want to buy, the market's most fire is. 2014 fiscal year, Nike Greater China recorded revenue of $ 2.602 billion, 1.811 billion euros of Adidas Greater China, the gap between the two is not self-evident. However, the high Skyline from the consumer point of view are more willing to assess their position, "Look where consumers are more willing to buy things." survey of market share can have two angles, one wholesale supplier order quantity, which is the company to do a lot of official data or earnings data used; the other, depending on where consumers are willing to buy, but also It is sold out rate. "Because in the past some brand ran into th cheap foamposites e problem of high inventory, though a lot of orders, but in the end are not out of stock." This is the Adidas eaten loss, an error entered the river. This is the decision to target high Skyline from wholesale transformation into a sold-out rate in mind. To monitor sold rate, Adidas will do every year a large-scale market research, looking for a million consumers, offers a lot of products, ask what kind of products they are most willing to buy these products. The survey results show the past few years, Adidas and Nike basically neck and neck. beat Nike? ? Nike founder Phil Knight said: "I wanted to defeat Nike, the only way is to comprehensively and accurately imitate us, and then identify the different break points in all." Nike has been able to continue to remain competitive force, the key is more emphasis on market segments, product portfolio more adept at playing the idea. 2011, the high Skyline took over "revival plan" direction also probably around market segments and extensive product portfolio expanded. Of course, this is not out of imitation, but on the basis of large-scale market research. His goal is very simple, that is, until 2015 when he became the leading sports brand in Greater China. In the "Gateway to the 2015 road", he designed 15 modules, of which five are growth module 7 is the internal capacity growth module, there are three for the customer that is the ability to increase the dealer module. The Sino-British mixed-race professional managers not only have the German company usual careful thinking, more "no mercy" execution. "It's like in sports, if you pay a lot of sweat to train, it is possible to improve your performance and may even win the game." High Skyline need to do is execute the transformation footwear, from wholesale transformation into a sale exhausted rate, then focus on how to better the new facade. The first category is the initiative promoted by the market faster each category combinations. Aspen Das even in a global competitive advantage is the breadth of its product, but they also know that their core business or sports goods in China, because 70% of sales come from sports products. Therefore, in addition to professional sports products, sports and leisure lifestyle products, Adidas must be layout. The second is to expand the emerging small and medium sized cities, which are future growth engines, "We call them the future of the city, because they would be 2015's fastest growing regions." At the end of 2014, Adidas has covered China 2279 in the city of more than 1,000 seats, there are more than 8,000 stores in the Chinese market, in 2014 the newly op Cheap air jordans for sale ened store in the "future" small cities accounted for half. Next is the segmentation of retail outlets for different types of customers and different forms of preference to build retail, such as women's specialty stores for women, NEO Stage, Original flagship store, outdoor franchise stores, shop football and basketball shops. Prior to this, there are various brands of Adidas sports shop, but there is no breakdown according to the pattern category. In order to determine what form of which cities to open store, Adidas has a special shop inside the Commission, it is one of a high Skyline. The committee will meet once every two weeks, according to the local population, the level of economic development, competition brand shop case to decide what level of a region or city needs to open shop. For example, women currently only open stores in first-tier and second-tier cities, and affordable NEO product line to six cities will sell, and sport performance products because prices vary greatly, the distribution of their own different, such as top-end designer brands Stella McCartney, only first- and second-tier cities, and there are some high-end brands for running sports, also mainly in the first- and second-tier markets to serve. The last two strategies is that the rapid expansion of Origi-nal sports classic series, as well as low-end positioning NEO brand's success, we want consumers to be able to better understand what we NEO brand and other brands of athletic performance the difference. In a nutshell, Adidas want is expansion. Now, Adidas has penetrated into the vast hinterland of China's four-line to seven lines of the city. Access to these "none had even heard of the name" the town means it needs more flexible tactics, lower internal communication costs, higher efficiency of cooperation. High Skyline adjustment in 2012 of the Greater organizational structure, to form a new team, in terms of leadership ability and have carried out restructuring, focusing on quality and the ability to create internal, ad infinitum implement five business growth module project. Every year, high Skyline will make to help their colleagues to take a photograph. Look at the photos of the past few years, he exclaimed himself getting older, more haggard. 2014, first demanding colleagues Skyline makeup, "she let me point powder coating, so that I look a little younger." Because this year, Adidas' performance is very good ", 10% annual growth can be basically make sure that under his rule Adidas revival no fear. The secret growth female sports market is the next outlet, which is almost all the sports apparel brand of Retro jordans for sale consensus. High Skyline trend does not believe that he only believed data. 2010 survey shows that more and more women like to go exercise, they not only as a sports and fitness, and more to it as part of socializing. Accordingly, Adidas in 2013 launched a special marketing programs for women. This is the first attempt at Skyline High on the Chinese market, but also all the Chinese sports brand first introduced marketing programs for women. Although each has begun to layout, but Adidas is one of the most radical one. Nike, the world's only last year opened two stores, the Chinese market is only one. Lululemon yoga sports brand to enter China just opened showrooms, Adidas breath only at the end of last year opened three stores. like this subdivision stores, there are about 80, this figure accounts for only 1% of the total number of 8,000 stores. Sports marketing expert Zhang believes that even can not help sales in large part, to raise awareness among women Adidas consumers should have some help. "You can have a better consumer experience, female consumers are usually sensitive consumer." High Skyline and not overly concerned with the number of stores. He believes that the contribution to profit breakdown shop is gradual, and if there is no such breakdown shop, customers will go to other brands to the consumer, and the presence of these stores is the future so that they remain in the Adidas here. As more and more stores this breakdown, followed by how to understand the vast Chinese market vastly unpredictable consumers, is one of the challenges placed in front of high Skyline. And how supply system to deal with "dotted" same store needs tricky - a particular design of products, in a special shop only needs, how can we arrive. The problem seems to suddenly returned to the origin. This phrase evoking the reflection of ????? five years ago, "I do not think the competition is stronger than in many of our products, we lose on the mode of operation." Create a set of works like a sprint, But it needs to fulfill the operational capabilities into reality marathon. "The road leading to the 2015" there is a name called "Win in China, winning in the future." Adidas for the moment, the Chinese market is particularly important, although it only accounts for one tenth of global sales, but its future lies. "Adidas want access to global success, we must strengthen investment in China." Skyline High said, "we have been discussing in 2020 when the Chinese would be like." In the 2015 Asian Cup, the Chinese team group stage three straight victories, the Asian Cup group match best result in history, the commercial cheap jordans for sale value of the Chinese soccer team "bursting." And this was with the glory and the Chinese national football 25 years history of cooperation Adidas irrelevant. "Very focused on performance and results," the Adidas decided at the end of 2014 after the Chinese Football Association not to renew the contract expires. "Rival" Nike successor, 12-year sponsorship with 1 billion yuan of Adidas jersey signed it does not have the highest cost of the Orangemen. Exit Sponsored role does not mean it since then and Chinese football insulation. High Skyline can always hope in the competition "ancestors a chip", and now he has begun to spend more energy to invest in grassroots sports, especially the children's activities and projects for. Adidas has created a grassroots football project for children "China campus football", covering 2.7 million students from 123 cities of more than 5,000 schools, "one of them there are some people in five to ten years will be outstanding athletes. " Skyline high, it is investing in the future of football in China. China's future look like? High Skyline can not be determined. "They change so fast." 2010 consumer survey what it was like three or four years, to 2014, he found that basically do not have the reference value. Consumers had not the year of the consumer, "they become more mature, consumer desire and changes in consumer demand speed amazing." achieve market growth in China is no secret at all, the way is the actual high Skyline, then the actual reality - first develop a business plan, "keeping consumers" and enthusiastically executed. Like him every Tuesday Thursday 7:30 to get up running, unshakeable. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner: Jindibeier brand & nbsp; children's shoes in the morning.)This year is the 30th anniversary of NEW BALANCE Flimby Factory, In view of this, New Balance Made In UK series is also a matter of course become the focus of the British style of production quality is absolutely no doubt that this year you fans blessed, thirty of occasion, will set off a lot of topics. Following a few days ago two color exposure, New Balance recently released again several British production of new M1500 color, M1500 comes with Flimby Factory, in fact, we have an episode of. Although 89 years have born M1500 unprecedented streamline Technology shoes, but since it was launched so far has been mediocre, but fortunately there is a presidential constantly insist on using, or try this unconventional design of running shoes, I really only buried in which the wheels of retro design. Since 2004 its, M1500 referred Cheap air jordan 12 taxi for sale online free shipping Flimby Factory production began, after some minor structural modifications, together with the rigorous process, M1500 popularity was finally able to rebound, Jedi. A change in the "post-stepmother", very different treatment, the Anglo-American production of M1500, it is described as "a different life with shoes" ... & nbsp; Source: FRESSNGOODChinese shoes Network September 10 hearing today, who can read a woman's heart, who will be able to discern the right decision today, more and more wealthy, "she forces" will be able to laugh at today's women's cosmetics ad campaign to the end. In 2009, Nike and Adidas have launched a vigorous advertising campaign for the female market, then, who is superior? has been in the advertising campaign, for sure consumers are a vital part. For the traditional definition of consumer, often launched from demographic criteria such as age, place of residence. But such standards have been a problem division, which is difficult to fully quantify the numbers reflect consumer spending habits and personality. At present ethnographic approach and thinking has begun to gradually used for the advertising industry. Ethnography is a research method in anthropology. Researchers with open mind, a long time into the study of ethnic groups or communities, through personal interviews, observations and questionnaires and other means, to obtain information on the phenomenon of ethnic activities, and from the analysis of the cultural characteristics and values ??of ethnic groups at the same time establish a theoretical framework for the study of ethnic groups. This method has an excellent effect in-depth presentation of the characteristics of the group, particularly in the consumer perceptual characteristics of women into the main market is very effective. So, the women's market advertising campaign, Nike and Adidas are analyzed from the perspective if Ethnography, which one more win? Competition 2009: Nike's "Metamorphosis" vs Adidas "Me, Myself" 2009, Nike's advertising campaign to promote women's market theme is "transformation", and Adidas female marketing theme is "Me, Myself". Nike "transformation" campaign theme, for an effective event marketing offensive. It set off a nationwide "National College Girl Dance Competition," and with the "My Metamorphosis" as the theme of the commercials, combined with a comprehensive network promotion. The Adidas hit "Me, Myself" banner, with the mainstream media in "Me, Myself" advertising, and earlier launched a "Me, Myself" women's thousands of fitness activities, and launched the "Who is Next Myself "main star of activities, also use Cheap air jordan 12 for sale online free shipping the network to promote the means. But the starting point of the policy, there are many differences between the two place, behind this, it is the analysis of different groups of consumers. consumer groups to select Nike: ?????? adidas: ?????? In the role of lifestyle in the process of advertising process, the groups choice is the first step. Ethnic gathering has something in common in that, companies are finding these groups and gain insight into the lifestyle, it is a critical step in refining the policy. Nike: young and growing family. In the promotion strategy in 2009, in fact, Nike targeted groups, mainly from the group of girls college. Under this position, grasp the lifestyle characteristics of this group, and their media habits are very important. Nike chose the "National Undergraduate Campus Dance Competition" forms of activities in major colleges and universities to expand activities in the form of layers of selection, led the college girls to participate in sports dance enthusiasm, Nike's brand influence is also popular. and put in the form of advertising media is also customary for the girls universities, network-based. The purchasing power of this group slightly weaker, but wins in its growth, and the community because of the way their collective lives, their mutual influence is stronger between. The positioning and Nike are the main push of the former group is different. The groups targeted Nike getting younger and younger, but also further foster the efforts made for its market. adidas: Urban Mature family. Whether it is media placement strategy or its marketing theme for the object appears, select Adidas are already relatively mature female white-collar groups. Select this group, its superior in that it has a relatively stable purchasing power and brand loyalty. on the group's choice, the two groups is different, does not exist which is more accurate, but reflects their different business strategies, and key competitive in that, for these two groups of insight, which companies do more effective. Values: Core Concepts mining Nike: ?????? adidas: ????? ?? In the ethnographic approach, constitute the core values ??of lifestyle is one of the most important ethnic characteristics. After determining population, derived from the values ??of the core group, and then to refine the values ??of consumer groups and grasp the whole advertising campaign in the most critical and important content, using ethnographic methods, can in this process more effectively grasp. According to the research, the Chinese women's awareness of fitness has gone through three stages. To date, cheap jordans online the relationship between China Women and Sport has greatly changed. Behind this change, it is the change of female values. The first stage: looking outside of self-identity, concern external evaluation. In 1987, China's first Aerobics Fitness center open society, then more and more as the main form of aerobics with fitness center in the community have been opened, spare time go to the gym, hop aerobics became the most people indispensable activities. And in this heat behind bodybuilding, more important are women looking for "beauty" in the process. The second stage: to find self-concept, feelings of self-concern. With the improvement of China's economic and cultural level, the various forms of foreign fitness programs was introduced; such as: dumbbell, pedal, hip-hop, Tae stroke, Latin dance, yoga, at first it is directly named them "dumbbell aerobics "" tread very aerobics "and so on. Women are more concerned in their trendy form of exercise. Aerobic exercise, this new concept instead of "aerobics." The third stage: a breakthrough find themselves looking for diversification possible. Women gradually to the "healthy" for the fitness guidelines. Female fitness no longer merely calisthenics as the preferred item, hip-hop, step aerobics, Tae stroke, Latin dance, taekwondo, badminton, tennis and other start popular, even in the past female fear of outdoor sports (such as jogging, hiking) began warming. This stage to promote diversification and fitness behavior to "healthy" for the fitness guide established ideas. Under this change, the concept of Nike and that is: "Metamorphosis." Women transformation, first in connotation, its interpretation of the self-confidence of women to meet the challenges arising from the grounds. Followed by the performance in epitaxy: in activities to promote the diffusion from a simple movement to combine dance and music, further breaking the traditional concept of knowledge for the sport. In fact, this strategy period from Nike Goddess has been continued ever since. Back in 2006, Nike Goddess Nike Women fitness program in mainland China edition: "Love your body" (Love, You Body). The core content of the program is to make sports fashion, more to join the popular elements, so that the Nike brand tone becomes more affinity and fashion sense in the female market. And 2009 Nike Nike activities are further combined with dance and music, so that women's sport richer connotation, but also reflects the current "cross communication" imagination. As the girls danced vigorously in music, they for the "transformation" of understanding more for the young and energetic self-challe cheap jordan shoes for men nge and passion, which for this population, it should be more attractive a concept, is also a way to adapt to the change of lifestyle of Chinese women. It can be said, to 2009, Nike's marketing strategy transition to another stage: At this stage, women have to face, to challenge, the external environment is no longer what it was, but self breakthrough. The Adidas core concept is "Myself" - focus on the self, the connotation of the concept of emphasis is another attitude to life - female self-consciousness, which is manifested by the extension lifestyle sports to yoga and other concerns Self movement started. To emphasize the "concern self" concept, combined with Adidas elements compose a variety of sports including aerobics yoga Adidas, Adidas body jam aerobics, dance aerobics Adidas, Adidas Aerobic Kickboxing. This four aerobics action simplicity yet rich rhythm, and the concept of Nike's own dance classes coincide. Adidas and Nike are different ethnic groups, promising groups for Nike, the more passionate is their expression patterns and habits behind is its desire to transcend life values; and for Adidas, its ethnic groups is more concerned about the self is an inward, partial static groups. on Chinese women walked the stage, the Adidas is encouraged and determined to meet the female consumer self-concept, self-attention stage experience, and Nike, it has been the transition to encourage women to seek self-breakthrough, the multifaceted challenges of life. Obviously, although in the form of health behavior, both found in the trend of diversification of women, but in the grasp of underlying values, the definition of Nike to be more to advance, because the Chinese women's values ??coincide in their advertising strategy and trends exercise regime. In the advertising theme of continuity with the previous strategy, the Nike theme also performed slightly better. advertising in lifestyle performance Nike: ?????? adidas: ?????? Ethnographic Method lifestyle, which hold the values ??of the kernel, and the extension is its performance in the way of life, this method is more conducive to accurately understand the consumer. Advertising strategy, after refining the concept, it is important to their lifestyle consumer groups conducted grasp and performance. According to the advertising performance characteristics: advertising performance figures closer to the ideal consumer, the more able to arouse their sympathy. Nike: advertising spokesperson for the group of female athletes, and creative expressions as a combination of reality and fantasy cartoon. Nike's 2009 advertising campaign performance into "the transformation in the attack", "transformation in the dance", "transformation in the rhythm", "transformation in the movement as the" plurality of sub-topics. Athletes in the network movie monologue is more able to express a woman's sense of self-challenge. "Beach volleyball is not only a sport. In this sport, you need to overcome not only yourself and your opponent and the natural environment. My name is Sonia Kong, is a beach volleyball player. I like beach volleyball, It can not only challenge my physical strength, but also to test my psychology. " In the live performance of athletes, adding cartoon elements. Switching the real world and the fantasy world, so that such commercials have more incentive element, its chosen sport include: sandbags, kickboxing, jump rope, bike and dance. adidas: advertising performance appearing in a public image of their own personalized fitness trainer, and its creative elements involved in sports such as sandbags, yoga, aerobics. spontaneously, Adidas and Nike also uses relatively similar inner monologue form. It should be said, in this way, indeed appeal to women is relatively strong. "BOBO, an in-depth soul of breathing, meditation Heaven once, every time a new freshman, updated every time a perfect woman" ...... These modeled with a fitness coach, combined with real narrative technique different digital elements, greatly boosted the women to find themselves with the movement coordination between. We can say this is the spread of the movement of the soul. Copy to dig in female psychology, also conveys emotion female individual under different conditions, the number of full spread of power makes more impressive was added. And by "Me, Myself" story collection, this advertising campaign presented realistic style also shows its significance: to encourage every woman to find and tell their stories, to find their true selves beyond social define my role really outside. Define and Adidas, the performance was calm, true, with a sense of maturity, different performance was built on its ethnic groups; On the closely ethnic values ??and lifestyle, Nike performance was passionate, imaginative Different above. media to convey the way Nike: ?????? adidas: ???? ??? Deep core values ??in life outside of the extension, the ethnographic research also includes the surface, a variety of ethnic groups living habits. Reflected in the advertising strategy, from ethnic choose - Value refining - lifestyle after performance, the next step is a variety of ethnic groups under study habits role of the media to convey the intensity of the implementation. In this round, the Nike performance even more creative. Nike: "Metamorphosis" college woman dancing competitions, training camps and other diversified Nike event marketing activities. In the media of choice, Nike has always been very little use of the mass media, event marketing prefer, NIKE held every year thousands of people "dance party", the transformation of different topics, from the "do sports, do it yourself" to "woman adhere to more "and so on. In the 2009 campaign, the Nike still is event marketing as the main carrier. 1. waged a "My metamorphosis" Campus woman dancing contest activities nationwide, which have started in Xiamen University, South China Agricultural University, South China Normal University, Jinan University, Guangzhou Sports University, Southwest University and other universities. & Nbsp; & nbsp; & nbsp; & nbsp; & nbsp; 2.nikewomen.com official website of Nike Training Club. This network club can help women create tailor-made training courses target areas such training courses include a variety of core strength training, strength training and endurance training, provide useful information to consumers, while advertising campaign to convey the content, construct give consumers an effective community. 3. with QQ and "Baidu knows" and other younger customary means of boosting the network. NIKE and QQ launch of the "My Metamorphosis" QQ SHOW with competition, allow consumers to take advantage of NIKE's possible to mix and match a variety of products, and to determine the winner network popular. Meanwhile, "Baidu knows" to launch "Your transformation, Baidu know" theme, the establishment of long-term sports advice columns in women's sports column. Beginning in March 2009, Nike sports experts online to answer any questions consumers encountered in sports and fitness. This fact reflects the use of the network of community cohesion consumer trend. QQ and Baidu, can be said to be one of several network tools currently younger most intimate contact, can be seen on the media habits of Nike is expected to hold its young growing family, or more precise. So Adidas is how to do it? Adidas is also used event marketing, such as the March 28, 2009, Adidas "Me, Myself" women's thousands of fitness activities held in Shanghai Minhang Stadium, numerous Adidas trainers led nearly a thousand female consumer who conducted a campaign experience. Meanwhile, Adidas announced and launched the Adidas flagship Star contest titled "Who is next 'Me, Myself'". The activities take network selection method to encourage consumers and Adidas star coaches, showed off a digital-related sports stories their activity winners will have the opportunity to become the Adidas Winter 2009 women's marketing activities of the main star. But objectively speaking, currently used in a similar way to promote the business has a lot of activity influence is not optimistic. This and many big brands are targeting urban Mature family made misjudgments is the same, when the draft solicitation similar network more and more, then behind this event attracts relatively mature communities where the highlights? Their media habits and participation habits and advertising strategies is not able to match the expectations? On match media selection and ethnic groups, Nike is slightly win. adopt lifestyles insight to plan advertising campaign After the increasingly diverse female fitness behavior, hidden inner experience and feelings of women, but for all women eager for the enterprise market to grasp and discover a. This way of life for the target groups, from the core to the outer layer of the indicators can be divided as: 1 values; 2 behavior; 3 Other habits include media habits, etc... the most hidden of women's values, but it is important women in the marketing communication button that can be impressed. In the advertising campaign, for which values ??and lifestyles effectively grasp, you need to go through: 1. Through Values ??were to grasp the mentality of the consumer, and according to which the extraction of the concept. This concept should be full call to action, within the expected values ??of consumer groups. 2. grasp the manifestations of behavior, as a form of advertising. Advertising forms should target groups of lifestyles and forms to expand effectively grasp, try to reflect proximity, sparking the first identity of consumers. 3. analysis derived consumer media habits and use appropriate channels to make it arrives. these links will determine the brand can resonate with consumers, along with the decision of the influence of the brand loyalty and consumers, so no matter Nike or Adidas are trying to tap the consumer now groups of delicate feelings. 20 1960 rise in the British advertising company AP (Account Planner) system, so advertising planners complete range of ethnic groups into the life, and the most intimate experiences and understanding of consumer values ??and its external manifestations, has slowly become today's domestic enterprises to accept the method. In fact, at this point, ethnographic concepts and methods habit has irreplaceable advantages, but if we can consciously use in consumer insight, you can more effectively explore the characteristics of consumer groups, and aroused deep ethnic resonate.