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& nbsp; & nbsp; & nbsp; Nike and Adidas has always been less concerned than their opponents in addition to, but now the company came out of a Dema make them a headache. This ranking sixth in the "Business Week" 2006 fast-growing company has begun charting a direct threat to their market share. & nbsp; & nbsp; & nbsp; as one of America's fastest growing companies, Dema in the past few years, not only created a tight functional sportswear market, and has put this functional sports served continuously expand to more areas, products for different sports, weather and feature - as snow suits, racing suits, slimming suits, sweat suits, long-sleeved and short-sleeved leotard, fencing gloves, and even sports bra and boxer shorts - around the world with more than 6,500 stores, sales surged 78.3 percent annually, reaching $ 310.6 million in 2005. Compared with $ 9 billion in the athletic footwear market, functional sportswear perhaps was small, but now it is the industry's fastest growing market. At present, it is considered the destroyer of Dema sportswear industry accounted for $ 416 million in this tight-fitting sportswear market share of 78%, dominant, so that the company name is almost synonymous with such products, as people think of Kleenex???????? will think, I thought the same bandage will think of Bondi. athlete-turned-CEO Kevin? Plank is before a college football player, but as a college football player's experience not left him any brilliant track record . Functional sportswear The idea is that he did at the University of Maryland guard candidate when the idea was born, 33 years old, he let shine in the sportswear industry. Plank evaluation of their motor skills are: not tall, slow, not very promising with the athletes, but the very problem of perspective. Like other players, he does not like to wear sweat soaked cotton sweatshirt in training and playing games. Cotton absorbent cloth can play a role, but if he finds cotton mixed with polyester can be a lot more sweat, the moisture can evaporate faster. This fabric is lighter and more, you can make athletes run faster, I feel fresher, resulting in a psychological advantage. So he put his shorts a breathable ingredients label torn down, at a fabric store to buy the same texture of the fabric, to find a manufacturer to spend $ 460 sewn 7 shirt samples gave his teammates on the New York garment district, the results popular. So, Plank school run by himself in the flower shop to the bank loan $ 15,000, from five credit card borrowed $ 40,000, and then by selling shares to friends and raised thousands of private dollars. Then, he was in a basement in Washington DC's Georgetown neighborhood where his grandmot Cheap air jordans for sale her and began a career. He produced sweatshirt given to him in high school and at the University of Maryland football team recognized that many of the players on the Virginia Fork Union Military Academy, many of these players have successfully entered the National Football League. "Recognizing these athletes is an asset, more important than anything else." Because Plank believe, to convince these big ball olive cable fiber professional athletes to accept such tight shirt, and his sources of income will keep coming. In addition to big-name stars like Jeff George, and Frank Sandwich Jielilaisi stars such, there are other sports, such as baseball pitcher Roger Clemens, have become Dema loyal customers, very respected brand, and this effect is pure advertising effect can not match. Because the opportunity to work with many Playmaker exposure together, giving the impression that there Dema where there is a professional player. But Planck will not wear Dema brand clothing for the athletes to pay millions of dollars. Plank's model is - provide them the perfect product to help them behave better in the sports arena. "When I first started, I believe that every child will be playing football in two years all wearing Dema sportswear. I am a young, arrogant people, think they know everything." When you see Maryland When the team at the University of playing hockey and baseball were wearing Dema sportswear, Plank saw the greater potential of this product. "I realized that I have not only a product, but a market." Plank also drove his Ford visited the members of all the Atlantic Coast Conference, visiting players and equipment manager. Did not take long, Dema distinctive LOGO- overlap U and A letter appeared in the college and professional games, cricket matches and the "Super Bowl" contest. these players and team orders underpinned Dema 4 years of sales. In 2001, Plank persuaded America's largest sporting goods dealer Dick's Sports Goods made his sweatshirt product in a few store shelves, from rampant. Now, Dick's has 265 stores sell Dema, there are other 8,500 stores, mostly specialty retailers. U and A interlock identification Dema may not have the Nike logo as influential, but there is a high awareness among 12-24-year-old this file. "For high school students, Dema is a certification mark: I really was an athlete" destroyer dilemma facing the so-called Dema "spoilers dilemma", an image which is composed of Harvard Business School professor Clayton proposed a famous "creator dilemma" theory. He has studied the new technology, "destroyer" is how to beat the big companies of the dominant. But if these big companies respond quickly, it would cause "saboteurs" in the jordans on sale mens weight loss situation. Plank also had to make some big brands to spend time idly, but now they are awakening, companies are using high technology, introduced a variety of fast drying wicking fabrics, such as Nike's Dri-Fit fast wicking material, Adidas ClimaLite breathable material, Reebok Hydromove, Playdry fabric Technology and so on. These technologies are a threat to the Dema companies. Clothing Director Adi US companies willing? Barker warned that "we will not throw in the towel on this lying down without any resistance, this is a war." In order to survive, "the destroyer" must go beyond Its narrow niche markets grow, develop new products and innovate to create new consumer groups. At the same time, we must protect his original site, let himself and emerging "follow suit" keep their distance. In addition to the difficult time venture, how to keep the score after mature and growing the company is also filled with a period of challenges. At this time, all the things growing up are beginning to be tested: all aspects of the business model, leadership, customer relationships and brands. not without precedent: 10 years ago, No Fear brand is suddenly developed a short-term sports brand, it tries sake from a "destroyer" became the main leading companies in the field of . They developed a new product category called "Attitude clothing." It's all in the front of the shirt and hat that says "runner-up is the biggest loser" slogan, which angered all the teenage boy. The No Fear no fear, the slogan also extends to the ultra-competitive shoe market and during the game, "Super Bowl" in 1995 aired the first television ad. But soon, Nike and other brands have also launched their competitive attitude apparel, No Fear final because of limited distribution networks and frustrated. Soon, become a niche player, reduced become a motocross brand. In the Plank mind, he will never be allowed to happen in the same body Dema brand. "Many people think that one day we will fail, just a matter of time. Our job is to prove that their view is wrong." "Defend our house" Dema and Nike are two functional sportswear brand, but only in this niche market only. In a broader range of integrated market, Dema's annual income in 2004 of $ 200 million just Nike's $ 13 billion just a rounding error. Nike does not make any assessment of the Dema, but the launch of the professional athletes functional sportswear show his attitude. Nike's advertising called "the Warrior", is one of its biggest ever advertising clothing, reportedly cost $ 30 million, exceeding the full year 2004 Dema advertising costs. This is enough for a small company palpitations, but Dema excluded. They have their own m cheap air jordans easures to deal with these: grass roots marketing (relationship marketing), athlete support product development, television advertising, LOGO propaganda and culture fanatical followers. Nike founder Phil? Knight also shortly after graduating from college founded the company, but also athletes before, except that Knight is track and field athlete, Plank football. They are unwittingly at first, quietly built a loyal group in athletes, and began their marketing process. weak competition in the market always had to look for ways in order to get the greatest possible benefit from minimal marketing budget, Dema company in 2003 first goal of advertising is to create a Species longer than 30 seconds of advertising time on-site effects. Advertising performance of a football team surrounded Eric (Plank, a former teammate, is defensive end Dallas Cowboys) shouted, "defend our house!" As if the house is his rely on life. This is the "defense of our house!" The first part of the campaign. consumer response to this ad is the dream of a marketing man's dream - athletes, coaches, and even the managers, since fall 2003 broadcast call and sent a total of 5 more than ten thousand phone calls and emails. Advertising a question and answer dialogue quickly formed a viral marketing effect. Consumers sent a lot of their own stories and videos, they are in the game, even at sales meetings also shouted slogans in advertising battle. The words "defend our house!" Banner fluttering in the NFL stadium. ESPN news show host also cited slogan. It became the Under Armour brand in the minds of consumers shorthand notation, like Nike's "Just do it!" The same. What's new in the Challenge "destroyer" is not for Dema. But Plank know, this war will become increasingly intense, getting better and better as the foundation, the company will be growing, but he does not think there is anything for granted. In his office whiteboard, there is a word vividly on very striking: attack. "Defend the house does not mean sitting comfortably in the house." The Development of Women market 2001 when he, Dema sales only 2,000 multi-million dollar. At that time the core consumer is male, 12-24 years old, accounting for 90%. But the company found that female consumers are increasingly asking Dema products, and when the company's women's products only sports bra and tight pants, product specifications and styles are relatively rich enough, women buy more masculine style The product. Dema do not want to alienate some consumers, so start the design and development of women and more diverse product line, to make female athletes know Dema brand is also related with them. But the launch of a product line than the Cheap foamposites for sale R & D process is much more complex. The first sample does not make Plank satisfaction, he gave up the design of these samples, although $ 600,000 of orders waiting for him. He realized Dema need a costume design team to form his own style, so the company in Baltimore organized a 20-person product development team. Meanwhile, the gold medalist, female consumers, as well as equipment manager female designers were invited to make recommendations for the product design. He also recruited specifically for this new product sales and marketing staff. The company found that women and men products production is not about children. Female consumers tend to be more concerned about the details, such as whether the corporate logo is perfectly neatly appear in the clothing, sewing process whether solid, smart and so on. The company developed a sports bra from the start, because it is the most trusted women Lei products. However, the bigger problem is that the majority of female consumers Dema brand image is still not clear. If they've seen the ads before they will think this product is designed for boys. But Dema not the brand feminine. In addition to product design and production, the company also needs to work hard in the advertising. 2005 Women's new product line created television advertising performance is soccer star Heather was doing her morning aerobics. We all know that she is the last Summer Olympic Games champion, passion, health, easily accessible. Heather did not read aloud Dema advertising slogan, but still convey a message to consumers: Dema is passionate and emotional and functional excellence. And the ad has attracted young male consumers: in 2004, Heather defeated Anna Kournikova and other players in the ESPN Sports online election, was elected "the most popular female athlete." These efforts have been very good income returns. Sports bra sell well, Dema products have reached dozens of women. First quarter of 2006, women's sales compared with last year it grew by 112.1% to $ 2,100 million. sneakers Dema young core players in the field challenge Nike, Adidas and other big competitors with its high-tech sportswear sportswear, again past the same The high-tech methods applied to material selection and design of the footwear began to invade the $ 18 billion athletic shoe market, beyond the original narrow niche market growth. 2005 In July 2009, the company began through online marketing and advertising campaigns and other ways to widely publicized in order to maximize our attention, with an estimated first-year marketing budget for the sneaker will be 800 million. July 15, Dema announced the "Protecting our house," the third part of the campaign. "Th jordan retro 14 white/fuchsia blast/black is campaign activity has shown a life of their own, and athlete resonate in some way. This resonance arises we also know that in the past it is possible to do, but there is no attempt or effort in the past to do so. "Vice President of Marketing Steve Dema said. The third part of the stars of advertising performance is the road to Las Cowboys Eric and a host of other star players. Advertising review Eric from childhood to university, and now lead the team Dema Team and Goliath showdown. Appears on the screen 90 seconds of advertising last word "Click-Clack?", The voice of non-slip shoes hit the pavement, a pair of shoes (to outline appears) scored the Dema soccer cleats market. "We so explained in commercials in the voice on behalf of what - is the last sound heard before you set foot on the site, that is, non-slip shoes hit the concrete floor of the sound - it is advertising to show thing ...... people remember the famous slogan, but for different purposes reinterpret these slogans. We want them to maintain a positive motivation. "" Click-Clack: I think you hear us coming! "is safe Dema advertising slogan, re-emphasized the brand's dynamic elements and remind consumers, Dema brand into the sports shoe market has. 90 seconds Micromovie this unique ad formats in July 17's "2005ESPN awards ceremony" on debut, and continued in 2005 and to 06 college and NFL football season full play to become Andrews Mary entered the soccer cleats prelude market. Meanwhile Throughout 2005, websites and print media advertising are full support of TV advertising. slip sneakers priced at $ 54.99-109.99, began to issue from June 3, 2006, available on the company's Web site or movement of goods within the store as Dick's Sporting Goods and Sports Authority customization. In fact, as early as April 15, consumers will be able to see the new model of non-slip shoes, predetermined manifest in advance to prepare. Consumers who pre-order will receive a limited edition, printed with "CLICK-CLACK" slogan "dog tags" to prompt slip shoes debut. In order to create a reputation retail, non-slip shoes samples in the manner similar to show that kind of museum collections in-store display. Retail buyers of shoes responded very well, and thus brought a very good reputation as a shoe propaganda: lighter, make feet feel more dry, cool; very light, mainly due to the sole and heel design; Shoes the further design of the "tiny edge" to increase friction with the ground, very cool. Next, the company also plans to introduce baseball slip shoes. "sports cleats after the launch, which means we can serve the athletes head to toe. We truly transform the business of this series of product launches representatives, we are committed to the development of advanced technology to show us In the functional aspects of the global apparel ensure that this technology will be able to do for you - let you better. "This is the Dema concept. Dema also try to product placement. With free clothing exchange, Dema appear in nearly 50 films, including "Million Dollar Baby," "battles Sunday" and "reserve King" and more than a dozen television shows, including the reality show "The Apprentice . " In 1999, Warner Brothers has signed up. Since then, no longer just Dema but contact sports and all other forms of activities together. Under a Nike? The story is not over, now it is too early to celebrate. Dema will be the next Nike do? Many retailers believe Plank current development direction is correct, but he can not overthrow Nike. The industry should have enough space for the two brands coexist, Dema should be one of them. Even when Nike's "for the soldiers' advertising is bashing day cover publicity, when the value of the new shirt Dema $ 20 are also selling hot. More importantly, after a few months Heather ads listed publicity, women's clothing sales have risen from 13% to 19%. 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