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In the eyes of China's emerging middle class, personalized international brand synonymous not only Western, liberal and popular culture, it is a symbol of success and social status. International Western culture behind the brand label natural is their inherent advantages, cultural exchanges and economic interaction in the concept of remodeling provides a huge space to play for the Chinese public road international consumer brands, and successfully transplanted the concept of Western culture and create cutting-edge cultural identity of Nike's success in China is one example. In 1980, Nike founder Phil Knight will not hide this demonstration of China has a huge market potential concern and longing, though to China's idea on wearing Nike shoes 2 billion at the time still seemed a bit mean and myths the effect of black humor. However, 20 years later today, Nike public relations by means of a successful star, pop culture label remodeling and Western cultural values ??to obtain the favor of more and more middle class and the new generation of Chinese youth. Nike has become the "80 generation" most "cool" in the eyes of fashion representatives, under the Chinese "acne" generation of the pitch, Phil Knight's dream is becoming a reality. In recent years, despite the strong offensive Adidas, Reebok, Puma and other international competitors, as well as Li Ning, Anta and other local brands challenges, Nike adhere to the success of the public relations and marketing strategy, continue to meet the new generation of Chinese desire for individuality and freedom , to promote American culture, continue to extend and strengthen the consolidation of its strong brand position in China by the brand connotation context, its products sold in China at an alarming rate of growth. 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Nike managers see breakthrough is challenging, they want to establish the Nike brand position in China and to develop consumer groups by influencing Chinese culture. This very imaginative decision itself in the mid-1990s as China's economic development and cultural transformation becomes very consistent with China's national conditions and market demand. Retro jordans for sale In the 1980s, Chinese people emerged from a relatively closed cultural environment and political fanaticism in the past 30 years, began intentions contacts and see the world. With the increase of international economic exchanges, the mid-1990s China began to be familiar with the concept of Western pop culture and sports. These had been dismissed for cognitive capitalism garbage achievements of civilization and cultural ideas of Western culture so that all have things become a symbol of fashion labels and civilization. More and more Chinese people began to desire a personalized highlight and free lifestyle, Nike is to meet this demand, the US-based elements of popular culture, sports stars and sports culture as the main brand marketing and public relations Nike is the world's largest sporting goods brand housekeeping skills. Wielding the banner of cultural transformation in terms of for Nike is a strategic choice, followed by a launch a series of tactical operations. In fact, no matter how close to the Chinese consumers want Western culture, how long for personalized free life, to make them accept the American culture at the same time willing to spend, but also in the continued understanding of popular culture in the process involves the formation of brand loyalty is an advertisement, public relations and marketing systems engineering. We can pass a few key words tandem with Nike in China to promote American culture and sports-based PR marketing strategy - star, basketball, sports, cool, Hip-pop, pop, games, "80 generation" and the middle class. Sports, stars and the middle class - the key word Nike PR China is the world's first stars started to rely on well-known brands, from 1973, long-distance running champion Steve Prefantatine the famous Air Jordan, from the "Tiger" Woods to China's Liu Xiang , Nike relies on super radiation top sports stars started to brand awareness and attract the attention of consumers. At the Athens Olympics, a gold medal from the Nike-sponsored athletes would reach 50, Nike sports star li jordans on sale online neup of the peak can be seen. Meanwhile Nike is also the first popular music and sports product marketing combined brand, Nike's advertising in 1987 on the use of the famous "Beatles (Beatles)" the band's classical music, passed from mouth to mouth. Today, Nike in China to press ahead with Hip-pop music and American hip-hop culture, graffiti, hip-hop, computer games, basketball and so on American pop culture elements peremptorily children moved to China. Visible, Nike is the use of cultural factors and the star effect of marketing public relations guru. Turning to Nike's public relations marketing, basketball and the NBA have to mention. For nearly a decade, the development of Chinese basketball and Nike inseparable from the national men's basketball team to a youth basketball training system, from professional basketball league to high school basketball league, Nike intervene even almost monopolized the Chinese basketball market. From the early 1990s, Shanghai's high school students to donate shoes to make contact with students after school basketball and understand Nike brand, followed by millions of people in cities nationwide organized basketball and street performers, to organize high school men's basketball league, to encourage young people more involved in sports, by sport to achieve their dreams and personality, to dissolve the sports culture and the transformation of Chinese culture to the basic concepts of physical education and sport. Nike recently launched "My Dream" as the theme of youth sports promotion programs, including football, basketball, etc. sports. In addition, Nike sports marketing and PR activities in conjunction with celebrity star power together, Michael Jordan and other NBA superstar basketball fans for China's influence as Nike win a lot of loyal fans, Nike recently launched a basketball. " celebrity training hall "program. Many Chinese basketball fans skills by imitating Michael Jordan, dunk and even chewing gum understanding and love with Nike. In addition, Nike will also gradually exp cheap air jordans and the scope of the star marketing to domestic sports star, Yi Jianlian, Liu Xiang, sports stars and so on are Nike spokesman, the Athens Olympic Games Liu Xiang's victory Nike and synchronized issued by many media advertising is advertising industry pass for the classic. Nike in China "Star + Youth Sports" campaign mode is undoubtedly extremely successful, and sports development simultaneously make Nike products along with the sports industry and sports and cultural development in-depth consumer marketing PR for Nike to provide a broad space and potential. The other side of Nike's marketing communications is to promote the involvement of American pop culture and personal experience. American popular culture free, personalized and imaginative elements are Nike successfully transplanted into youth sports and lifestyle, the combination of Nike brand and fashion concept. Street basketball football game, a first-class sports stars, a strong hip-hop, graffiti free, Hip-pop music, computer games battle, Nike will move to China of American pop culture elements, in China to create an element in American popular culture as the core fashionable culture and sports experience, or even directly to the American street basketball teenager moved to China with Chinese young people face to face exchanges and contacts. Sustained and diverse forms of popular culture the concept of the United States and Nike brand docking, in establishing Nike sports fashion brand, while also shaping popular culture for the Chinese youth and individual life cognition. In fact, these policies and activities are expanded around a theme, namely "sports and fashion culture remodeling." Nike devoting himself so carefully written in Chinese popular culture is to promote the United States and much sought after Nike, personalization and freedom of Western cultural elements together, for China's emerging middle class, and 80 years after the birth of the new generation, transmission Nike dominant elements of popular culture and consumer concept. Therefore, in te buy cheap jordans online rms of a certain extent, Nike in the Chinese market is not just shoes and sporting goods, but also a cultural concept and consumer experience. China's middle class and the new generation of the importance of free culture, personalized and fashion-oriented consumer experience is the Nike public relations marketing to sell core products. "Cool (Cool)" personalized experience (Sense) - Nike what to sell? As we all know, Nike is the highest price of Chinese sports brand, its price is not only higher than Adidas and other international brands, but is many times greater than such well-known domestic brand Li Ning sports products. Nike said the high price simply because the quality of their products is obviously too one-sided, as we saw earlier, Nike to sell not only products, but also a cultural concept. Nike is the most expensive, not only because it is the best, but also because it is in the consumer's mind is the most "cool (Cool)" brand. Hill & amp; Knowlton company for the 1200 survey of college students, Nike is the minds of consumers the most "cool" brand. In the minds of consumers, Nike can best embody individuality, creativity, dynamic, vibrant and leisure, and other basic values. In China, these concepts is the most popular cultural experience, with the connotation of these brands as value-added products, Nike's high price is no longer an issue in the minds of consumers. Moreover, Nike's high-priced sales, not only did not become an obstacle, but the achievements of Nike in the Chinese market a unique brand value - cultural identity. Since Nike unremitting promotion of sports activities and cultural remodeling, Nike has to some extent become a symbol of popular culture, become a cultural identity recognized the minds of consumers refuge points. This achievement is clearly Nike managers themselves are not foreseen. In short, Nike sold in the Chinese market is a "cool" and "trendy" cultural values, its brand and core competitiveness point of difference is a kind of cultural identity and social identity as the basis of the consumer experience, a feeling (Sense). 1999 Nike launched low-priced sports products in the Chinese market, the price-cutting strategy has not only failed to Nike to develop new consumer markets, but to make the original high-priced products have been widely questioned by consumers. Faced with the loss of consumer confidence and brand position of crisis, Nike had to quickly withdraw troops Ming Jin, in turn consolidate the high-grade and high-priced markets. In fact, the failure of the policy of price Nike is from one side of the reaction of Chinese consumers for Nike's understanding and positioning is not just sports, but also high-quality popular culture and fashion, Nike is not just sports, or personalized a symbol of freedom and life, middle-class incomes and status symbol. Thus, in terms of lower prices for Nike it is a very wrong choice. Interestingly, not a Nike chose the high-priced market, but high-priced market chose Nike. If Nike wants to expand its sales people through price-cutting strategy, it is necessary to abandon the brand's core competence is facing difficulties, consumers lose a sense of dependency culture brand. After losing price-cutting strategy, Nike is also aware of it as a brand in the minds of Chinese consumers unique cultural status and symbolic function, and therefore strengthen its marketing communications and popular culture at the same time to further develop China's sports industry involvement and two or even third-tier cities to open monopoly point, to fully tap the potential of the consumer market. Nike has recently further expanded sports marketing model and range, put a lot of celebrity endorsements, advertising, publicity and personalized fashion brand philosophy, brand core value to its plus points. However, with the expansion of consumer groups and market size, the American pop culture Nike's marketing line will touch the basic framework of Chinese cultural concepts, at the same time, the star plus sports promotion model is also not absolutely can not be copied by competitors advantages, and its positioning in the middle class for the high-grade, high price will also become a bottleneck scale development. Balance of American pop culture and local culture in the form of cultural and sports marketing at Nike China's unique cultural identity model may be one option. Cultural boundaries --Nike remodeling publicist go? Nike star plus sports marketing model is not can not be copied, Nike's first competitor in the global market successfully use Adidas numerous sports stars to increase their brand awareness. In the Chinese market, Adidas is also in major cities also held for street basketball and basketball performance, establish brand identity and loyalty among adolescents. Compared star plus sports mode, Nike's popular "cool" brand connotation fashion and cultural symbols more difficult to copy, but to reshape and roll culture is not without limits. Nike recently put to NBA superstar James as the protagonist of advertising film "Saw" in the Chinese traditional culture of discrimination tendency to Nike's brand image has brought damage. This advertisement to promote the American culture in traditional, comfortable sporty personality for the spindle, the performance of the protagonist, "beat" the spirit of traditional Chinese culture. Although this event would not waver Nike fashion business for many years cultural image, however, cultural differences caused by psychological rebound gave Nike creative advertising and public relations department mention wake. Chinese cultural self-identity and cultural pride are with China's economic development and revival of culture has increasingly become a topic of cultural development, and China's emerging middle class - the main product of Nike consumer groups - but also on culture identity and pride in the most sensitive sectors of society. Therefore, blindly emphasized even break through the traditional Chinese traditional culture will target advertising more and more Chinese consumers questioned. On the other hand, American pop culture propaganda is not Nike's patent, other international brands can take advantage of Western culture elements of personalization and freedom to expand public relations and marketing activities, and the impact of American pop culture force of Chinese consumers will With the revival of Chinese culture affected. When a sports star plus marketing model Defied world super brand sporting goods market experienced the limits of American popular culture promotion in the Chinese context, and this is not just a public relations marketing problem, it is an economic exchange of Cultural psychological problems. To give up the fashion culture Nike shape this core marketing tool clearly has no constructive, even devastating opinion. However, "Local for Local" concept advocated by the Nike definitely should not just stay on the construction of production and marketing chain should also be implemented in the public relations marketing strategies. How to promote Nike's fashion, sports and "cool" experience found in the foundation of Western philosophy on Chinese-style expression is a challenge faced by Nike in using the concept of Chinese culture fit the Nike brand connotation in public relations marketing. On the other hand, in respect for the Chinese culture, but how stylish and modern way of re-use of Chinese traditional culture positive elements to create unique Nike "Local for Local" mode it is also a cultural issue. Of course, Nike public relations marketing strategy in China so far is still commendable achievements of its public relations of the road is obvious. Nike brand and the wisdom to use it to complete a cultural remodeling miracle in the Chinese context, the remodeling of the "king of the Chinese people for sports, fashion, the concept of popular culture, Nike also take to become China's sports goods market . " However, waiting for Nike is a long and gradual marketing intelligence test, Nike can also "cool" How long, how "cool" in the way of Chinese and Western cultures to adapt to the future, it will be the focus of our attention.