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Nike ADI Dig Deep Into China Market

2008/11/15 10:14:00 28

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In addition to rapidly spreading the retail terminal, what strategies do international sporting goods companies have to develop domestic emerging markets?

The two sporting goods manufacturers of Adidas and Nike have been competing for the market all over the world. The increasing number of sportswear consumers in China has made them the battleground of two sporting goods giants, and the Beijing Olympic Games have given them a new opportunity to expand the Chinese market.

Adidas, a sponsor of the Beijing Olympic Games, has designed the sports team's award dress and volunteer clothing for the host. Herbert Haina, CEO of the group, has long figured out how to exceed Nike in the Chinese market. Nike also intends to take the opportunity of the Olympic Games closer to Chinese consumers. The company provides 22 matches for the Chinese national team, and only provides 14 sports events costumes for the US national team.

The Beijing Olympic Games become a new battleground for the two companies to fight in China, while other indirect confrontation is everywhere.

It is said that Adidas currently has 3 stores in China, and the retail terminal extends to the entire Chinese market. Haina hopes to take advantage of Nike in 2010 to become the real leader of China's sporting goods market.

But what strategies do they have to develop domestic emerging markets in addition to the rapid deployment of retail terminals?

Commercial war starts from sports promotion

Harbin's nineteenth middle school, with its huge golden red slogans hung before the grey brick walls, shows the most proud achievement of this school: 92% of the graduates of this school entered the university this year.

Like most Chinese high schools, there are no sports teams and Gymnasiums in nineteen of Harbin.

There are several basketball stands and rusty metal bars on the playground outside the classroom.

Shortly after a summer afternoon, the playground was empty.

For students with heavy learning tasks, there is really no time to play.

China's young sports elite have won gold and silver in Beijing Olympic Games.

But for ordinary children, organized sports still do not really enter their lives.

In China, less than 3% of the students in secondary schools have sports teams.

Children who have excessive physical activity or abnormal physical conditions will leave the ordinary schools very early and be selected to develop professional sports schools for future sports elite.

For Nike, Adidas and other international sporting goods companies, this situation is undoubtedly a big challenge.

Both companies attach great importance to the Chinese market, and they all set out to change the sports activities of young people in China, hoping to promote sales growth.

Lu Hairui, who held management positions in Nike, said that children must be given the opportunity to participate in sports so as to develop a market in China.

Lu Hairui is currently the managing director of sports marketing company.

The basketball round robin is Nike's attempt in this respect.

In late July, the Nike basketball round robin came to Harbin.

In the rhythm of the strong American pop music and Hip Hop music, high school students and college students launched a fierce battle in the midday sun.

The three day Harbin Railway Station competition attracted more than 400 teams to sign up. The winners will go to Shanghai to compete for the championship with 1600 other teams from three other cities.

In order to encourage young people to participate in sports, Nike and Adidas also organized the high school league.

The two companies provide training programs for coaches and invest in public sports facilities.

At present, Nike high school basketball league has developed to 20 cities nationwide, covering 205 schools.

In addition, Nike hosts summer training camp every year, and the American coach is invited to guide ambitious students.

In addition, Nike launched the high school football league in 16 cities this year.

But Adidas has taken a step forward in football. In its sponsorship high school football league, more than 30 thousand students from 15 cities compete annually.

Adidas has also provided training opportunities for over 1500 football coaches.

Another 8000 students from 6 cities took part in the summer Basketball League of the company.

Bi Baoyuan, vice president of Adidas Greater China, said the company's focus is on developing sports, giving individuals opportunities to participate, and trying to get more people to participate.

Of course, the promotion of sports has a strong commercial atmosphere.

Nike's games in Harbin are covered with advertisements for its new Hyper dunk ultra light basketball shoes, which cost about 1200 yuan, and the winning players' prize is this sneaker. Their prize winning photos will also appear on local newspapers and sports websites.

Nike also set up a huge tent beside the venue, showing the Nike sponsored model of the US and China national basketball team.

All these models from head to toe are all equipped with Nike.

Jin Xin, a 20 year old sophomore, came to visit with a friend. They both wore the NBA team's Dallas Mavericks Jersey.

Jin Xin said he played basketball almost every day.

In his opinion, playing basketball is very cool.

At the same time, he thought Nike shoes were the best, but it was too expensive for a student.

Focus on the promotion of ordinary people