商业报道:耐克的中国品牌战略

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 federations². 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 federation¹ 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 spoke³ 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 versus⁴ 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 hurdles⁵ 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 anticipation⁶ 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 considerably⁷ lighter⁸ 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.

1 federation   

n.同盟，联邦，联合，联盟，联合会

参考例句：

• It is a federation of 10 regional unions.它是由十个地方工会结合成的联合会。
• Mr.Putin was inaugurated as the President of the Russian Federation.普京正式就任俄罗斯联邦总统。

2 federations   

n.联邦( federation的名词复数 )；同盟；联盟；联合会

参考例句：

• These problems are women's special problems and special work of women's federations. 这样的问题，就是妇女的特殊问题，就是妇联的特殊工作。 来自互联网
• The Bridge Federate is a feasible solution to achieve multi-federations interconnection. 基于桥接成员实现多联邦互连是目前较为通用和可行的方法。 来自互联网

3 spoke   

n.（车轮的）辐条；轮辐；破坏某人的计划；阻挠某人的行动 v.讲，谈（speak的过去式）；说；演说；从某种观点来说

参考例句：

• They sourced the spoke nuts from our company.他们的轮辐螺帽是从我们公司获得的。
• The spokes of a wheel are the bars that connect the outer ring to the centre.辐条是轮子上连接外圈与中心的条棒。

4 versus   

prep.以…为对手，对；与…相比之下

参考例句：

• The big match tonight is England versus Spain.今晚的大赛是英格兰对西班牙。
• The most exciting game was Harvard versus Yale.最富紧张刺激的球赛是哈佛队对耶鲁队。

5 hurdles   

n.障碍( hurdle的名词复数 )；跳栏；（供人或马跳跃的）栏架；跨栏赛

参考例句：

• In starting a new company, many hurdles must be crossed. 刚开办一个公司时，必须克服许多障碍。 来自《简明英汉词典》
• There are several hurdles to be got over in this project. 在这项工程中有一些困难要克服。 来自辞典例句

6 anticipation   

n.预期，预料，期望

参考例句：

• We waited at the station in anticipation of her arrival.我们在车站等着，期待她的到来。
• The animals grew restless as if in anticipation of an earthquake.各种动物都变得焦躁不安，像是感到了地震即将发生。

7 considerably   

adv.极大地；相当大地；在很大程度上

参考例句：

• The economic situation has changed considerably.经济形势已发生了相当大的变化。
• The gap has narrowed considerably.分歧大大缩小了。

8 lighter   

n.打火机，点火器；驳船；v.用驳船运送；light的比较级

参考例句：

• The portrait was touched up so as to make it lighter.这张画经过润色，色调明朗了一些。
• The lighter works off the car battery.引燃器利用汽车蓄电池打火。