Nike invades Beijing 耐克的中国品牌战略

听力练习

The Olympics are only the beginning for Nike's aggressive plan to grow in China

When you think a team of US basketball, you think Nike. We're here launching in Rockefeller center, with me now is the brand president of Nike, Charlie Denson.

A big redeal going into the 2008 Summer Games, what does it mean for Nike to be in China and supporting a team of US basketball?

Well, for us, the Beijing Olympics is something we've been working on for, er, for years. And I think this story, this US basketball team's story is gonna be one of the biggest stories in China. These guys are gonna play as a team and they are committed to going up that gold metal.

And of course they’ll take on China in the first round. So it should be interesting, but, tell me about the structure of Nike and the Olympics, I mean, on parallel, what you've done before creating footwear apparel across so many different sports this year, but what is the structure of your deal? How it’s a difference this year than the previous games?

Well, this year is a little bit different, because we're sponsoring 22 out of the 28 Chinese federations. And we've actually created a new product for all 28 sports, including BMX in Beijing. So it's a little bit difference than it has been in the past and we have some of our traditional relationships with, like, US basketball, US track and field, the Russian track and field federation and things like that. So, we, we've worked over 3000 athletes and preparations of the games. So it's a great opportunity for us.

You know when we spoke of a few months ago, you talked about how important China is in terms of the amount revenue brings in for Nike. What are your plans in terms of Nike’s staying in China host the Olympic Games?

Yeah, it's something that we've committed to, ever since the Beijing was awarded the games. China, we've been in China for over 30 years as a manufacturing partner and a commercial partner. And one of the things, China represents a second largest country in the world. Today is a fast growing market, and we’re expecting that'll continue after the Beijing and we're staying committed and to our relationship with Chinese consumer.

A lot of people out there are calling this an extreme team after the disappointment in 2004. What does it mean in terms of Nike revenue sponsorship, er, the tie-up if they don't win versus if they win? Does selling all of the apparel depending on a gold medal this summer?

Well, I, I, winning always helps, and certainly this team is committed to that, to that, er, from Jerry , coach K, you know all the way done on all the players, I've never seen a group of, of, talent, this type of talent. This committed to something is just been amazing so far, so, but, but I think it's a, you know, win or lose is gonna be a great story, but I wouldn't better against them.

Over the biggest challenges for Nike, going into this massive, er, sponsorship of the summer games in China, the biggest hurdles is that you guys had overcome?

Why, I think, uh, we didn't really look at the hurdles but the biggest opportunity was to introduce new product in 28 different sports. I think, this represents our biggest series of innovations or innovation launches in the history of the company at any single event. And we had our very large design team worked for several years in anticipation of them. So, you know, you'll see the lightest basketball shoes ever made, the lightest track bike ever made. The uniforms that all the athletes will be worn will be considerably lighter than what it has ever been uniform before. So for us, it's what we do and what we enjoy and we are really looking forward to.

文本参考中文翻译

当你想到美国篮球队，你不得不想到耐克。我们现在在洛克菲勒中心报道，和我在一起的是耐克品牌总裁Charlie Denson。

耐克为2008夏季奥运会投入了大量资金，对耐克来说，入主中国和支持美国篮球队意味着什么？

对我们来说，我们几年来一直期待着北京奥运会。我认为美国篮球队的表现会是中国最大的热点。这些小伙子会团结一致，努力夺得金牌。

当然他们第一轮将与中国男篮对决。所以比赛会非常有意思，但是，请详细告诉我一下耐克在奥运会的结构，我的意思是，耐克怎样和奥运并行的，今年你们在很多项运动中都提供了服装，你们这样分配的结构是什么？为什么和以前的奥运会中的安排不同？

今年是有一点不同，因为我们赞助了中国28个代表队中的22个。事实上，我们为28项运动的代表队都设计了新的产品，包括北京的自行车越野赛。所以这和以前有点不同。我们和美国篮球队，美国田径队和俄罗斯田径队等等都有着传统的关系。所以，我们为比赛的3000多名运动员做了准备。这对我们来说是很大的机会。

你知道，当我们几个月之前，你说中国给耐克带来的收益是非常重要的。中国举办此次奥运会，你计划怎样使耐克在中国长留呢？

是的，这是我们承诺过的事情，自从北京成功申办奥运。作为生产合作伙伴和商业伙伴，我们已经进入中国30年了。中国是世界上第二大国家，现在市场发展迅速，我们期待北京奥运会过后我们仍然能继续合作，维持和中国消费者的关系。

自从2004年失利以后，很多人说这是一支走到末路的队伍。他们这次能不能赢得比赛对耐克的收益有什么样的影响呢?今年的销售量是否和金牌有紧密联系呢？

赢得比赛当然对销量比较好，当然，这支队伍一定能赢得。你知道，教练给他们做了非同寻常的训练。我从来没见过这么一支充满智慧的队伍，他们一定会赢的。但是，我认为，赢或输很难讲，我不赞同把输赢同销量联系到一起。

纵观耐克曾经面临的挑战，夺得此次北京奥运会的赞助权是不是你们所克服的最大的障碍呢？

我认为，我并没有把这看成是挑战，而是一个巨大的机会，我们可以向28项不同的运动引入我们的新产品。我认为，这是我们在一项赛事中所做的最伟大的创举。我们有着庞大的设计队伍，已经为这次比赛准备了好几年。所以，你知道，你会见到最轻便的篮球运动鞋，最轻便的越野自行车。所有的运动员穿的运动服都比以前的轻便。所以，对我们来说，这就是我们所做的，我们喜欢的，我们真正期待的。