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Nike conquers China
The quickest way to be appreciated by some one is by appreciating her. Praise some one and they will think highly of you. Nike understands this psychology very well and have used it in China with good effect.Quoted in Time magazine:
Nike swung into action even before most Chinese knew they had a new hero. The moment hurdler Liu Xiang became the country's first Olympic medalist in a short-distance speed event — he claimed the gold with a new Olympic record in the 110-m hurdles on Aug. 28--Nike launched a television advertisement in China showing Liu destroying the field and superimposed a series of questions designed to set nationalistic teeth on edge. "Asians lack muscle?" asked one. "Asians lack the will to win?" Then came the kicker, as Liu raised his arms above the trademark Swoosh on his shoulder: "Stereotypes are made to be broken." It was an instant success. "Nike understands why Chinese are proud," says Li Yao...
No wonder, Nike sales are up in China by 66% in a year - to $300 million. And they are growing at an insane speed: 3 new Nike shops open every 2 days in China.
Action summary:
Appreciate some one and you will be appreciated in return. Praise your clients. Thank them. And see your sales explode.
Email Post to a friendPosted on 10/31/2004 | Permalink | |
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