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Under Armour's most loyal customers are those professional athletes in all areas, so the main weapon UA ??these consumers is not advertising, but even more perfect professional products with real word of mouth publicity: They tights really unparalleled. Under Armour want a real breakdown of advertising is another class of people: non-professional athletes. Under Armour advertising purpose is to convey the spirit of trying to strive hard to the majority of non-professional athletes, so that they become more willing to professional sports. From this point on, Under Armour's ads do is undoubtedly a success, because with the improvem Cheap jordans online air jordan 11 blackout for sale ent of living standards, American consumers are increasingly focused on the quality of life campaign, the focus on quality means that even the amateur sports too Try to do the professional, which for the Under Armour opened a huge market, and the size of this market would have been increased, because the movement requirements and professional standards of ordinary consumers will only get higher. The new spokesperson: Murray and Curry signed top tennis players Andy Murray, UA want to promote their products cross-border intention has been revealed beyond doubt. UA's technology in tennis has much to offer, more fitting tights will allow tennis players running and exhumation more flexible and powerful. With this flagship attraction Murray, I believe that soon we will be able to see the tennis fans have to wear equipment UA scene. phase ?????? usual performance on the tennis court this year, from Nike and Adidas in the hands grabbed Stephen Curry is definitely the biggest surprise and coup UA in recent years. And even more surprising is that in the 14-15 season, Curry phenomenal play, plus scores Golden State Warriors Guanjue Union, the United States suddenly make fans hooked, matched his beautiful baby face and elegant style of play, let UA tailored for his basketball shoes Curry One mercilessly out of a limelight. With this library itself is not the difference between a good brand and products in the field of UA catch Nike basketball will be faster and faster pace. In addition to the stars, UA spokesperson actually more grassroots in the usual gym and the sports arena, due to the professional fitness coaches and athletes will be selected because of superior performance of equipment UA, as long as they are in the crowd wearing a UA is a living advertisement. Social media performance As a relatively small minority of the brand, UA performance in social media is fairly good. In addition to Twitter, on Facebook there are "normal operation", UA on other social media channels have also done a lot of articles. Digitization of marketing activities to promote, results of the activity can be described as happy, it has a lot of followers on Facebook and Twitter. in the most public of Facebook, UA's official home page also done a lot of ingenuity moves to strengthen interaction with fans. At the same time on Youtube, UA always bear in mind the position of professional sports brand. UA can say on all social media to maintain a high degree of consistency of the external style, this is a lot of sports brands can not do. Online Communities: the digital revolution Since the UA's biggest competitor Nike2010??????? Nike +, opened the campaign after digitization trend, UA followed immediately launched a series of operations on their own online community digitized reform. UA in 2015 launched a grand Under Armour Record this application, with the Nike + outdone. On UA Record, users can record and analyze motion data, and allows these content sharing, forming a movement class social circle, its features and ideas simply enhanced version of Nike +. Looking back now, UA "three axes" makes it very handy, but also to grasp the timing is very clever, the UA for the user, is simply overnight can experience the most fashionable sports science. Taking into account the UA has launched a wearable belt Under Armour 39 accumulate a lot of data to its experience in the field of sports digitized Nike beat just around the corner. From the data perspective From 2009 to now, the main income comes from UA clothing sales, clothing brought cash flow up 75%, while the industry rival Nike footwear is the most gains. But it is worth mentioning that, as Stephen Curry Curry One and a strong rise this year, UA's potential in the field of sports shoes is likely to be inspired by all of a sudden, in the field of UA football shoe itself has done a good job Now one in Curry One of mountains ax into the field of basketball shoes, revenue structure and revenue base UA in the future there will be a big change, which is the UA to challenge Nike (Nike) is the largest capital. Then take a look at UA's overseas expansion, the income UA classified by region, if so, North America accounted for more than 94%, all other areas are less than 6%. UA can be seen at present only able to have the strength to fight the United States and other brands in Nike, in other regions it is still its infancy. However, the issue of revenue structure, once UA in the overseas market to cultivate a mature enough consumers, the advantage of this brand will set up immediately take away many of the original belongs to Nike consumers. In terms of profitability, UA nearly three years compound annual growth rate to reach 25.8%, net profit margin remained at around 7%, in such a rapid expansion pace to maintain such numbers, indicating a smaller minority of thanks consumer groups, cost UA internal controls do very well. Then from the financial data, UA and Nike biggest gap is reflected in the inventory management, inventory turnover days UA Nike more than nearly 35%. Intuitively, Nike ability to digest inventory management thanks to its strong channel, if there is excess inventory Nike are available through a variety of discounts, promotions and other activities slowly digested, the industry leader in this area, compared with UA also slightly tender. Inventory management is often thought that the cost of control, if a UA can not catch up with Nike this rate of improvement, it may encounter in the future UA larger crisis. Under Armour in China Early in 2011, UA has entered the Chinese market. As of March 2015, UA in China has opened 37 stores, while the official sales website also quietly on the line. In social media, UA's official microblogging, micro-channel public number of foreign channels and some other columns are all laying is completed. However, in general, UA in China has not fully force. He said so for three reasons: First, because the market segmentation and consumer groups have not yet matured into the Chinese market in the first three years UA do not too successful. Secondly, UA currently lackluster marketing tool made in China. Finally, UA stores in China can also be seen laying, and the price the store a lot higher than the United States, so many consumers daunting. But UA prospects in China is very clear, because UA products in the fitness field advantage is Nike and other competitors can not shake, and since 2014 Chinese consumers for a healthy lifestyle and exercise has been a great demand, once these consumers fully mature, highlighting the advantages of UA product immediately, then sales in China will certainly rise was a blowout, if supplemented by certain marketing, in the field of high-end sports than Nike is inevitable. summary From a professional production of a small football jersey all the way to grow the brand to date, UA's success is a typical product to conquer the world by strong word of mouth publicity for the UA to save a large amount of marketing expenses, so that there is spare capacity to build his UA elsewhere channels and brands. Now UA has grown for a way to make Nike and Adidas can not be underestimated opponents, and UA's most frightening is that to his advantage depending on technology and quality products in a short time is difficult to surpass competitors . In a timely manner after the digital transformation, potential UA may burst worth the wait. However, we want in a short time is unrealistic beyond Nike, Nike helpful after strong inventory management capabilities, more advanced product design team and marketing team. However, in several key areas, including tights, rugby, UA in the future can build more advantages, totally out of Nike. The next one to two years is crucial for UA in, in the end be able to grow this brand to what extent, no one dared to conclusion. (Chinese shoes Network - the most authoritative and most professional shoe News Media Partner:. HONGKEE)