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Ricky Engdberg Profile: 2002 joined Nike, Inc., and in 2006 began his current position. He is responsible for developing and implementi cheap jordans ng all of the Nike marketing strategy, and to develop local plans for digital marketing director and various countries in Asia Pacific team! The following is the speech live: Ricky Engdberg: when I start, I want to show you a video, is a very good video. & nbsp; & nbsp; & nbsp; & nbsp; (stream video) We are very pleased to invite me to come here. I was mainly responsible for Nike's activities in Asia Pacific. Because we have operations and marketing efforts in China and worldwide. I want to talk about our company's transformation. I hope our translation and all of us can keep up. Well, in fact, we think the digital revolution we should say Nike company for us is a very good business opportunity. In Asia Pacific, the United States and elsewhere, we are synchronized to carry out. We APPLE and other companies worked together, our cooperation is very exciting. In the past two years, we have carried out China's reform and market research, we found that the digitization China is developing very fast. Nike attaches great importance to China's market. In the seven years before, when I was at the Nike company, our number one problem is to ask: ourselves and our customers are not really go online, is not it will be online viewing. We think the result is very surprising. Because in today's world, we will always see a lot of people will access, especially basketball game, a lot of people watching. Things we can now proceed are done online. So I see that our entire company was reorganized and changed, then 18 months ago, our CEO and our president said: We must reorganize our company, especially our business model, it must become more effective job. We have to take advantage of current opportunities to provide services to our customers. So now we organized six core application types, namely basketball, football, women's sports, and so on. It also includes our core, that is 52 weeks a year, so that people maintain close contact with us. Of course, we hope that the whole world through good organization, to participate in our range of activities, every year 52 weeks have maintained close ties. Sorry, this picture may not be clear, this is downloaded over, so it is not very clear. Does anyone can help, could you help me get it. My guess is that this button. Very good, this is our digital operations. This is our consumer, he was 16 years old. This is the target group we are concerned, this does not mean that other age groups is not our goal, but we believe that 16-year-old boy is our main target. A lot of women do not consume, but some girls they love us very Nike products. So, we have to think about is how to improve their lives, how to make them better enjoy life. Great is that we can see, we need to study our customers - consumers what kind of behavior. So we'll digitize the reform, enlargement. We found that the expansion of digitization. For several years, we have been constantly expanding functions. For example, this picture shows the Email. We look at what happened in the end. For instance, we want to check Email this evening there is no new mail, also includes some text messages to contact, we can via SMS with our friends. Every hour there are several millions of messages and communication. No matter where you are, where you are going, we can tell our friends to contact through digitally, including our video. Through this website you can see, we have a lot of video can be a very good contact to help people, like Michael Jordan. We can let the audience enjoy Jordan's Beijing performance live version via video. We can see some pictures of Jordan, for example, more than 2000-3000 his pictures are available online. We believe that young children can be networked too Cheap jordans online air jordan 11 blackout for sale ls, get some entertainment and enjoyment they want. They are also very fond of our brand. Here, we also want to look at online games. 7 years ago, we have been thinking about the children's game situation is what kind of, including their social activities. We can see that there is no country like China, the speed of development of the Internet so fast. And we can now see that our second generation trends DVD has been very good to help people, and our kids were online games, and enjoy the show. & nbsp; & nbsp; (stream video) their league in the network to simulate the World Cup. No matter how, in fact, we can use this approach to soccer games. Indeed, the data is the basis for all categories of advertising. This is also a great role in the whole marketing, our network has produced. Walking through the streets of Beijing, you can find this phenomenon. This is indeed a great opportunity to China to us. Members can log on to this site to learn about us. China now has become an important marketing activities of our destinations. In Beijing, we also put a lot of energy. Now, the media is constantly penetrated into our respective corners, both in PR or television broadcasts and so on. There are some people like this interactive activity, and all of these are what we do. Our 60 seconds of this kind of advertising has become a channel for our sound, this is six months before we shot the ad (video release). The background music is the music of David Bowie. I do not know that we can not release this music. Sorry! We can not put it to music add to the mix? No music, it may not be so this effect promo ideal. Then return to the previous presentation. Next, we can then look at this little video. I think we have to look at me just put a little video. The 60-second commercials are now in the whole Chinese market has begun to put in. No matter where you are you can see the publicity. All media have limitations, since it's time to limit its amount of information. Unlike magazines or other media. And now for us, on our web site, it is not actually a closed system. For us, use this Internet technology, we can enter into more and more extensive space, we will have more traffic. But now our customers can also enter into our targeted website, but this is not our purpose. But we now also focus more on our network marketing. about numbers, the reason why we want to conduct a comprehensive application, is because in the past 3--5 years, we are a means of propaganda to tell our customers, to explain our unique Nike sex. In fact, we can say that digital technology could be the basis of any one product. It can bring us closer to customers. But also at a lower cost close to our customers. Because sometimes for us, we think digital technology is our marketing activities an integral part of it daily contact to our lives, from the first day is the case, the first hundred days are like this, every day It is a new day, which is attracting the focus of our customers. Nike's strategy to reach customers we are in close contact. Our marketing channels through multiple channels, making our entire product has a wider space can show. And we have done a lot of things, to show the power of digital technology. So Nike and our advertising agency has become a global incubator. Here we have a lot of innovative ideas, a lot of learning experience exchange. Because we are a brand, we know innovation must always continue to emerge. So for our network marketers, we need to know is actually 80-90% of Nike's staff have been in the network marketing to carry out the work. And every day I look at my e-mail, I will be with global networking to communicate simultaneously. & nbsp; Sometimes you can use a mobil air jordan 11 space jam for sale e phone for Internet access and communication. So if we, as a global leader, if not the day number, then it is justified. From day one, we have to do things we are very excited. Nike then there may be some things that some people think that only Nike can do, this is not to say everything that Nike does is a success. Just that we sometimes know very clearly what should be abandoned, which should inherit. Only in this way, a good model can be replicated worldwide. For us, not just the site of Nike's data department, it also represents our advantage. Many of the factors that are included in this sector. And this definition is very broad. This makes us very excited every day because we can inject a lot of thought in this dynamic concept. Nike digital operations in the world actually have, not just in China. We can quickly give you a look at an example of what we do. All of these, we will penetrate into the everyday work We work with APPLE company also established such a partnership. Two years ago, we started with APPLE activity. This is a sensor, it can put your running shoes, and then the middle part can be used as receiver. You can transfer the data to your computer, then run in the side when you can listen to music. This setting Hi can tell you, you run away, length, as well as your speed, and so some of the relevant information. Since the shoes are carrying sensor tools, so in the design of Nike shoes when the soles dug a hole, showing the hollow of information, making it more responsive to the sensor information. We learned through the investigation, 70% of people in the running when they are like listening to music. Therefore, to make it more interesting in running time, we changed the corresponding production. In the last week, we announced a new activity. Of course, there are a considerable number of people in the running are like listening to music, and last week we also launched such products. This is equivalent to the same as the USB, you can plug into your computer. At the same time, we are in the gym for fitness activities, we also design the corresponding products. All these sensors can be transferred to a computer, you can store it for analysis. All of these are new experiences for users. Our challenge is that we must run this product throughout the world. For us, the future market of this product is a huge potential. In China, we also launched last year, Nike QQ's "cool running" campaign. We also found in a particular country, a particular population, always have a similar experience can feel, for example, we put the treadmill in China become our theme. Then we can compete in the community, while QQ has become a partner for us. Now, Korea is also very worthy of our attention in a market. In Korea, we also have a lot of activities. For example, our products 26 years ago, we launched this series of products. It became our generation has symbolic products. into the 21st century, we hope to be able to sell Lfirst1 time, can have a better image. Since this product launch time was in 1982, right now people do not understand the circumstances at the time when the product launch, so we in South Korea on the establishment of a sales wall to show our products, which face the wall a platform, there are some screens to show some of the videos, some of its local some Korean sports stars do. At the same time, consumers can also take advantage of our on-site photographic camera, and upload your photos. We have now found, on the portal, every day, many of the pictures, they are holding their own shoes photographs. This shows the network technology has brought us some new influences. Some people see our product we wanted to know the story behind the product. So many young people want to buy our products, we want to try to help our customers find the products they need, which for us is very important As another example, in the United States, We have started this project, and on a year and a half before. There are more than 200 NBA players, including many stars like Kobe Bryant. There are a lot of fans, so the Internet, there are many basketball fans association. So we think, how to invite these basketball fans into our website to participate in our activities. We give them an Email, or give them a call or text message is to tell the basketball fans said, "You can mention to you a lot of problems like a star." Therefore, we have a call center dedicated contact with these clients. And all of these make us more contact with our fan Now that we have created a relative of the site. Many NBA fans worldwide are gathered on this site, we have created such a platform for them. Each week we will do such a survey. So we can see that these young people are very concerned. So, from the beginning, we get some of this exposure will make them feel good, but if we continue to invite them, they will have some trouble so we changed our ways. Our goal is to love basketball kids linked them with their heroes linked together. This is another example, perhaps you have heard NIKEiD. This allows them to find the shoes you want, you can customize to your own shoes. In this option, there are many options including shoes LOGO of color, etc., which means you can choose their own online shoe styles, you can quickly get, we have a design center dedicated to design custom shoes , all of which allow customers to have a sense of shared experience. All of these we are through interactive network, as well as mobile phones to contacts with our customers. All of these are very cool. Another is that we establish a NIKiD design centers in the UK, which is a two-story museum, where we can design powerful shoes, but can also show you how to make shoes, all is an exciting experience. Tomorrow we will have a new flagship store opening in Shanghai, it is somewhat similar to the NIKEiD museum. I am here with a piece of New York's compassionate, we will have in Shanghai. Many people will ask, you've been NIKEiD yet? It really is amazing. I'm excited because the reason is because I can see the future of sport shoes trend So now that we have entered into the Japanese market, and also entered the Chinese market, and now we can recommend to our clients to Shanghai to visit our flagship store, go there and see for yourselves, you can design your own cool shoes. This place is like to wear clothes of our customers, there is the design and we have here a QQ show activities. There is a campaign we buy. So, for example, people have their favorite T-shirt, have their own favorite shoes, can be designed according to your preferences. We first thing to do is great, I think it is a great experience. Is the sports area. In 03 years time, if you log into our members, you can enter into our system, self-designed. Of course, there are some virtual system, then you can after entering, designed exclusively for your own unique products. For example, many people say I want to design. So we have some kind of sports-related products, in fact, we are able to carry out design activities of the same nature. So this picture shows our coverage, this is our promotion activities in Brazil, we can go to the player's house, which is a player in the Brazilian team. It should be said that we can take advantage of a global advantage. So, for FLAMENGO, we can give them some of Nike's products, so that they go to try and experience. We also can show some of their events and activities in the huge TV screen. Of course, this has become a favorite of many fans to watch the video. Well, this is what we in the 92 years since, we have a lot of different places have carried out a number of votes activities, which means our customers can on their favorite sneakers to vote, we are also in Shanghai To promote these activities. We carry out such activities in the global city. This will help us to understand the different areas of the market that people have different preferences. For example, in New York, Tokyo we have carried out the implementation of related activities, to get them their favorite sneakers vote. We continued a month's time, let customers vote for their favorite sneakers and what kind of. We first learned that the New York area customers what kind of shoes. At the same time we can find that we can pass this way, for example, take the form of light through, so there is some coding up, when people buy shoes, there will be a very good experience. Many people hope to Shanghai to participate in such activities. Of course, we will talk to our customers that is not our design, in fact, you may want to design your own shoes. So we think this will make our customers have confidence in our products. We can see that in China, we have designed a free-form course, we can see inside the Forbidden City in Beijing, we also designed a golf course, a lot of Catalpa child they are playing on this court. We also redesigned the size of such a stadium the size and dimensions. So a lot of kids came to Beijing, they want to use the stadium, we have also seen, including some on the streets, we can specially design the stadium for the children, so that they feel this is a very cool experience. & nbsp; This is an activity we have implemented in Taiwan, this place we can see, QR code, we can see that Taiwan's customers have their own needs that we certainly can see that Many people want to be happy, happy, a lot of people want to get what you want in the characteristics of our products, so we have to constantly innovate to continue to attract our target groups and customers, a lot of people say we have to get the relevant customer information, but we found did not work, because we do not know what the customer wants. So we see in Taiwan, you can find information that customers really want. Then this NIKEGOLD.COM.CN this site is great. We can learn from this site we very exciting story, this may also cause some resonance, we can understand our people want to better enjoy their beloved sport in these stories. This is a great example, we believe that within two months of the users log on and access millions, and I think this is great, and our children have their own video, they can also design your own shoes You can shoot your own videos and commercials on the top, I think this is a very good way. Even a special event are available through the country to celebrate this form. Of course, we take into account China to host the Olympic Games, this is a wonderful thing for China. Through this online activity, you can see there are many views. We think this is a wonderful thing. You can see a lot of people are doing such things, all in the Internet to see, learn about the story. For example, the picture just show commercials, are people particularly want to know about the Olympic Games Here is our in Singapore to promote a theme packaging. Here it should be said there are 10 million people have downloaded, and they are very fond of such a theme package. No matter where they are, they can enjoy, there will be a very good experience. & nbsp; This is our global activities carried out another one. Well, probably not enough time, but I will as soon as possible. This is what we carried out another activity in the Asia Pacific region. Asia-Pacific region should be said is doing very good, we can see that all activities are a very good performance, especially with regard to we have WO MENS website on yoga classes they can, they can get very experience and their I want to get the item. Of course, we can see that this is an advantage due to the development of digital brings. It's also a good case to show summary of our work results. Here you can see is a very cool activity, which is also an activity that we carried out in Brazil. In this picture, we can see a girl kissing an older participant, you can see that they are very well enjoy our activities. We can see that after four years has been engaged in, and this effect is very good. After the last I want to say is, this is our Korean promotion of activities to promote the eight months we can see that the effect is very good, this is primarily a video for a mobile activities. So also with the 3G technology. We were there a total of more than 50 individuals in the field. So a lot of people who like Manchester team's activities, then there is a very challenging part, that is to make the audience involved, this is a wonderful experience. For us, Nike entered China digitize development, facing unprecedented opportunities, we believe that business opportunities in China is very large. We also hope to see our people in China are passionate, we are where you can have fun, this is the digitization brought us benefits. & nbsp; China plays two roles. There is no doubt that China's economic development is very rapid now, could become the world's fastest-growing areas, and we can see this for us is very good. Our most important market, Nike is China. The second is China for us is there are unprecedented opportunities for Nike is a great need for investment in the market. Such an idea is that we do no matter what, all hope our children become very fond of the Nike brand. At the same time, we also hope that through years of development and work, we were able to take advantage of all the opportunities that can be used to continue to send our company. You can look at the past 10 years, in the end how much change. We can see that over the last 10 years what kind of technology is now what it was like, we can predict what the next 10 years is what. 12-year-olds 10 years after what, 16-year-old child and what kind of, and they are not able to have their own children. Then of course we can see 10 years ago, people communicate in today's world is far less than the intensity of the source. Now we can block the development of more people to communicate, connect faster development. For example, people in their living room can be carried out with external people close communication, but also to communicate with your friends, this is great, you can share video change the world. Some people do not realize the impact this great, you can put the video on the web, and then millions of people to share, you can find the other side of the world was also share videos with you, to change the world is enormous a. You may change the world. Here, I think Nike has great development opportunities around the world. In fact, we believe that our Web is still very active, and it is very simple so that people can use. We believe that our presence can make our network more effective, so that people download some videos to share. Of course, every day there are some people at the meeting, the will to communicate with people to share their experience. & nbsp; So for us it is very exciting, we are not afraid of these changes, as long as the kids like our products, we will feel great. Well this is my speech, thank you very much for listening.