Xu Zhihua but extremely clear, behind the occasion of opportunity, Nike Air Max 95 every step of the footprints are not easy : will be returned at a loss, but also a difficult market for trademark registration, and the confusion of living in the mainstream market, Nike trajectory The twists and turns, many times from adjustment. "From the name, trademarks, internationalization, to the Nike brand and internationalization, the last truly international. We export Nike is a commodity, but the brand." Xu Zhihua said.
In 1992, the eve of the Barcelona Olympic Games, nike air max 90 chairman Jingnan wandering in Madrid, to see the side of the road a registered institution, his whim to go in for Nike overseas trademark registration. This accidentally move the fuse of Nike, since then, Nike has been registered trademarks in various markets. So far 160 countries during the registration process, the lawsuits, the story countless twists and turns.
Even so, the trademark registration is only nike air force market permits to really help the Nike knocking dealer door, its sponsorship of major events, especially the NBA cumulative visibility. To some extent, this is the crux of one of the lost overseas - Li Ning, and other local brands lack the appeal of the big players, the Nike brand awareness has always been bland.
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