How Does The New Nike PK Come To Earth?

New Bai Lun is thrived in China.

However, it is always the same as the international brand. Why is there such a big contrast? Let's start with the comparison of the brand's macro strategy.

The primary colors of youth, through the definition of youth, guide audiences to choose the life they want.

Nike instilled the belief of "surpassing oneself" and firmly believed that every day could be enough.

These two planes are only the implementation strategies of brand strategy, and they do not represent the general direction. But what kind of presentation do you prefer?

1. Grounding gas = people.

International brands usually speak standard Chinese, but introduce products from French, British or Japanese perspectives.

This way of "international norms" is often manifested in maintaining brand tonality and copying brand language, but plating the brand's English copy into Chinese.

All Chinese characters can understand, but the arrangement and combination of Chinese characters will produce different meanings.

A good combination is to say that the audience can understand people; bad combination is to speak the rhythm of Chinese speaking foreign languages.

Product naming is one of the criteria for judging whether a brand has spoken words.

For example, the naming of SWISS THINS chocolates is not difficult to find. Chinese and English are not literal plation, but according to the attributes of the products, it is appropriate to increase or decrease the meaning of English.

For example, Safeguard plates to Shu Fu Jia, and Pampers plates into Pampers, which is the result of "speaking people's words" which fits product attributes and Chinese context.

Two, grounding gas = dry personnel

The so-called "dry personnel" is to be based on local hot spots and do activities that the audience can understand.

For example, Coca-Cola's "nickname" campaign is the branch of global campaign nickname campaign.

"Goddess", "technical man" and "expression emperor" are popular expressions. This is the perfect performance of "grounding Qi".

The success of the nickname bottle allows creativity to be pacted. There are lyrics bottles and lines bottles. For example, M&M 'S in Shanghai's flagship store is wearing the armor of M M Terracotta Army.

Three. The lower limit of grounding gas.

Just imagine, if GUCCI let the square dance aunt carry their family's bag, jump on the Flash Mob, and jump the "most dazzling national wind".

If the serious and serious times published a "sleep XX, get up, hey" and "do not turn not Chinese" on official micro-blog.

This is a good idea. However, the mother of the square dance will let GUCCI carry the name of "buy vegetables special bag", which is not conducive to its positioning.

Having said that, there are still many brands. The localization of its localization strategy is not in the ground gas, but in the lower limit.

Jia Ling version of the green arrows chewing gum advertising, once again refreshed the public's understanding of "greasy", which seems to be using Jia Ling to contrast green arrow's freshness. It is estimated that at that time the strategy was thinking, "Jia Ling likes everyone, Jia Ling can be red, Jia Ling can give green arrow a new brand concept."

But the strategy ignores the key point of a brand's pmission, which is to carry out reasonable creative execution on the premise of maintaining brand tonality.

To sum up, let the international brand get the test of the brand's ability to control the whole market, the familiarity with the sub culture, and the insight ability of the target consumers.

But anyway, we need to go back to the product itself, seize the bright spot of the product, and let the brand stand firm.