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WeChat search "dunkhome", open the WeChat service number to the lower right corner can be downloaded and installed!! source: Today Sports/NBA USA& nbsp; & nbsp; in the mid-1980s, Reebok (Reebok) in sales revenue on the indicators, profits and other than Nike, the world's first sports brand. Then the two sides fierce competition, until the last century in the late 1990s, Nike comprehensive exceeded, while Reebok is a long-term stagnation. Reebok in the end lost in where are they? & nbsp; & nbsp; & nbsp; the challenge phase (1984-1988): Market differentiation achievement Reebok & nbsp; & nbsp; & nbsp; 1979 was the golden age of Nike. According to company data, Nike then launched the first dual-cushion sneakers "Tailwind", and began to engage in the manufacture cheap foamposites and sale of sportswear, which makes annual sales revenue reached nearly half of the US sporting goods market in the sports shoe market is distant lead. However, Nike sneakers emphasize functionality, the main target customers are men. In 1984, the United States, "jogging heat" at low tide, the rise of female aerobics, Reebok founder and CEO Paul? Fellman seize this opportunity to make Reebok sales revenue in 1985 over 300 million US dollars, of which 60% From aerobics shoes and gym shoes. Reebok fitness and fashion sports brand to become a representative, and in the year to complete the listing. In 1986, Reebok's sales in the United States more than Nike. Since 1988, the US market starts to saturate aerobics shoes, Reebok's superior products sluggish, forced to make strategic adjustments. It is noteworthy that, in order to expand the sales market and product range, Nike in 1988 the company acquired the high-end fashion shoes ColeHaan, enter the field of casual shoes. & nbsp; & nbsp; & nbsp; Stalemate jordan 3 katrina 2018 (1989-1994): the Reebok brand value and marketing & nbsp; & nbsp; & nbsp; 1990, Nike's sales revenue and Reebok flat, net profit has more than Reebok. & nbsp; & nbsp; & nbsp; 1992 - 1994 years, the US athletic footwear and apparel market as a whole downturn, according to the American College of Sports Goods Association statistics, the total market sales growth rates were -0.46%, - 5.53% and 0.32%. Due to the growth of Nike and Reebok have stalled, both sides began to attack each other territory. 1992 Nike Reebok fitness advantage in the market for the launch of the aerobics shoes, but because of the market downturn, did not achieve the desired growth targets. & nbsp; & nbsp; & nbsp; Reebok men in order to open the market, the product focus on basketball shoes, has introduced new technology to enhance functional features Reebok basketball shoes. In 1991, after the launch of Reebok Pump technology introduced Blacktop series of basketball shoes; 1992 launch Instapump and GraphLite technology with th jordans on sale online e introduction of The Above The Rim basketball shoes. Reebok also copy the shape of Nike product spokesperson Jordan practices, large and "hero worship" style advertising, pushing NBA star Shaquille O'Neal; copying Nike Jordan shoes and other franchise player named new approach, launched a product called "ShaqAttack" of Sports shoes. However, Reebok's marketing strategy does not work, but the market share of 1989 - fell about 23 percent between 1992 and about 20%. At the same time, sales and administrative expenses rising, the proportion of total sales revenue in 1991 from 24.4 per cent to 28.7 per cent in 1995. & nbsp; & nbsp; & nbsp; key performance indicators from the study, 1989--1994 six-year stalemate period, Nike and Reebok sales are very close, Nike's profit is slightly higher. Sales and marketing expenses as a percentage on sales ratio, Nike, Reebok slightly higher than that; in operating efficiency indicators, inventory turnover was significantly better than Nike, Reebok. 1989-1994, the average value of inventory and cost of goods sold Nike ratio of 0.24, while Reebok is 0.28, indicating that Nike Reebok superior supply chain management. According to public information, Nike from the 1970s on the use of original named "Future" cargo reservation system. Under this system, six months ahead of the retailer can order products, and will thus enjoy price discounts and guarantee delivery of quality offers, there is still the right to cancel the order within the next single after a month. Thus, Nike Delivery plan can be developed at least five months, and optimize inventory management. & nbsp; & nbsp; & nbsp; loss phase (1995-1997): Reebok marketing strategies fail & nbsp; & nbsp; & nbsp; 1995 mid Nike to develop a new strategy goal: to become a global company, rather than the US company to carry out international operations. And formulated a series of concrete measures to expand sales revenue: the expansion of the European team; deeply involved in football; to become a real clothing company, to develop hockey in North America's fastest-growing market; product positioning extended to women's sports and fitness fields. 1995 and 1996, Nike International revenues were an increase of 26.52% and 13.58%, in 1996 accounted for 32.1 percent of global athletic footwear market, Reebok 20% from 1992 to 1996 fell 14.7%. By 1997, Nike sports shoes sales in international markets has increased by 42 percent, sportswear sales increased by 67%, international market revenue reached $ 3.48 billion, accounting for 38% of Nike's total revenue. & nbsp; & nbsp; & nbsp; Reebok, from 1995 onwards, which announced the product positioning and performance sports is no longer a fashion and fitness, these discontinuities by advertising and brand image market widely criticized. Reebok's ad also constantly changing, compared with Nike's long-term adherence "Just Do it", the brand positioning is very vague, as 1988 is "Reeboks LetU.BU", 1989 years Yes "Physics Behind the Psychique", 1992 ??is "I Believe"; 1996, the Reebok launched a new ad "This Is My Planet", and gave up the 11-17-year-old core customer base, located in the 18-30 year-old urban youth. & nbsp; & nbsp; & nbsp; Reebok constantly changing management and organizational structure, but also makes the retailer lost confidence, such as Reebok sales in America's largest shoe retailer Fuller passenger (FootLocker) of From 1991 the amount of over 300 million US dollars in 1995 down to about $ 175 million. In addition, after the acquisition integration is slow compared to Nike, Reebok's acquisition of more failures. In addition to the 1986 acquisition of Lockport (Rockport), but others such as the 1987 acquisition of Ai Weiya (Avia), 1988 acquisition of Alice (Ellese), 1989 acquisition of BostonWhaler, not to bring Reebok profit contribution and value enhancement, are eventually sold at a discount. By 1997, Nike and Reebok competition has basically ended, Reebok 6 consecutive years at around $ 3 billion, while Nike's sales revenue has more than 9 billion US dollars.


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