Who Can Laugh At Lining, Nike Adidas?

At this point, the three sports brands almost monopolize all the clothes that may appear in the audience's eyes, including athletes, coaches, staff, volunteers, journalists and so on.

This means that at the level of sports professional equipment, the "cake" of the 08 Olympic Games will almost be shared by the iconic brands of China, the United States and Germany.

Facing the "big cake" of the 2008 Beijing Olympic Games, can Adidas's golden sum upset the Nike dynasty?

Can Lining go to the world from the "curve saving the nation"?

Can Nike's "star volunteering" smile again and again?

Sports marketing, to see who is proud and proud.

08 Olympic Games three points the world

As we all know, the four year Olympic Games will be a feast for the world's major sports Brand Company.

And behind everyone's enjoyment of this feast, there is more fierce competition between them.

Facing the opportunity to be included in the Olympic annals, the competition between the German brand Adidas, which claimed to have "Olympic DNA", and the host brand, Lining, can be described by the "century war".

In the end, Adidas beat Lining with a bid of 1 billion 300 million yuan and became a partner of the Beijing Olympic Games.

After bidding failed, Lining immediately launched the backup plan: Li Ning Co signed a cooperation agreement with CCTV Olympic Channel. During the Olympic Games, all the hosts and reporters on the Olympic Channel must wear the company's products.

Compared with Adidas and Lining's big sponsorship of the Beijing Olympic Games, Nike appears to be low-key. Its strategy is to provide sports equipment for athletes who have the chance to win gold.

At this point, the three sports brands almost monopolize all the clothes that may appear in the audience's eyes, including athletes, coaches, staff, volunteers, journalists and so on.

This means that at the level of sports professional equipment, the "cake" of the 08 Olympic Games will almost be shared by the iconic brands of China, the United States and Germany.

Now, let's take a look at how the three famous sports brands are fighting in the 08 Olympic year.

Adidas gamble whether the Olympic Games can become the world's first

Like a world-famous brand like Adidas, the first market is actually the biggest competitor in Nike, North America.

Since it is difficult to defeat Nike in North America, finding the largest market share overseas is the most important part of its future work.

According to the relevant data, by 2010, the output value of China's sports industry can reach 28 billion 120 million yuan, and is considered to be the most potential sporting goods consumer market next to the United States (Japan ranks third).

There is no doubt that if Adidas can not win the Chinese market quickly, it can only signal a new round of global market competition failure.

Heiner, President of Adidas, once said, "I hope Adidas will become the first brand in China in 2008, and sales in China will reach 1 billion euros before 2010.

Two regions in China and Japan will become the second largest market after North America. "

From this, it is not difficult to understand why they are willing to use more than Lining's price of at least 300 million yuan to become partners of the Beijing Olympic Games.

What does Adidas mean for Beijing's 2008 Olympic Games?

It means that Adidas will provide sports equipment for all the staff, technical officials and volunteers of the 2008 Beijing Olympic Games and the Paralympic Games in Beijing in 2008. At the same time, Adidas will become a sports apparel partner of the Chinese Olympic Committee, and the Chinese sports delegation of the 2008 Olympic Games will be dressed in Adidas sportswear.

At the same time, no matter from the scene of the competition, the television relay or the Internet, when the athletes get on the podium, the referee gives the penalty, the Volunteers serve the athletes, especially in the more than 200 world's audience's most anticipated ceremony, the close-up of the upper half of the winner who has won dozens of minutes will surely put the three bars in the hearts of every audience.

In addition to leaving a strong visual impact on the world's audience at the Olympic Games, Adidas's long-term plan is to integrate China into the core of the global strategy, from strategic defense to strategic attack, and expand the market share and brand penetration through the sports industry economic environment brought about by the 2008 Beijing Olympic Games, and radically change the positive attack of online brand Nike and the side effects of offline brands.

For this long-term plan, three years ago, Adidas began to deploy the "China plan".

In 2005, Adidas became the only sportswear sponsor of the 6 national teams of the Chinese Football Association and the China Association of volleyball, and the sponsorship time was 6 years and 5 years.

Why is Adidas willing to throw hundreds of millions of dollars in sponsoring Chinese sports organizations?

Because to enable Chinese people, especially young people to love and buy their products, Adidas must let its "Pyramid" promotion mode realize localization operation. Only in this way can we touch and close to Chinese consumers, otherwise, it will set up a "high above" barrier between ourselves and consumers.

If you live in Beijing, Adidas's huge advertising in the subway station is sure you will be unfamiliar.

On the screen, Sui Feifei was shot, Hu Jia dived and Zheng Zhi shot.

In the beginning of 2008, a series of advertisements on Adidas's theme of "2008 with XX and no impossible" were spread all over the world in TV, Internet and shopping malls.

In the advertisement, the athletes are lifted by the hands of countless Chinese people, emphasizing that the athletes have come to the arena under the strength of tens of thousands of Chinese people, and impossible to become impossible.

This advertising promotion mode, which strengthens the concept of Olympic spirit and weakens the concept of gold capture, is also closing the distance between the brand and the public.

The obvious conclusion is that Adidas is trying every means to expand the scope and depth of the bottom of the "Pyramid" with the help of the Olympic spirit, so as to expand and occupy the Chinese market.

Lining's success or failure in "curve saving the nation"

Lining, who has been the award winner of Chinese athletes for four consecutive years, failed to continue the Olympic track of national brands when he arrived at the door of the Olympic Games. This is somewhat regrettable in the hearts of the Chinese people.

But Lining quickly adopted the strategy of "saving the nation by curves" in the non Olympic marketing: Lining signed an agreement with CCTV Sports Channel - the hosts and reporters who broadcast programs and events in 2007~2008 were required to dress in Lining's clothing when they appeared.

Lining's decision also shows that Chinese enterprises are beginning to learn rational choices.

In fact, as early as the 2006 Asian Games in Doha, Lining used the same marketing strategy.

This means that people watching the live broadcast and reporting of Olympic events through CCTV Olympic Channel will surely notice the Lining LOGO on the hosts and reporters so as to achieve visual advertising revenue.

Lining chose the strategy to compete with Adidas on the rate of appearance. He adopted the marketing method of "category cutting", found a wide audience, and evaded the positive attack of Adidas, and gained market recognition on the basis of lower cost.

What Lining has done has shown the determination of Chinese enterprises to go to the world, and its unique and keen patronage is worth commending.

Lining's marketing methods are different from those of Adidas. Besides Lining's four gold medal dream team of the 2008 Olympic Games, China's gymnastics, shooting, table tennis and diving teams, most of the other sponsors of Lining are overseas legions, including the 2004 Athens Olympic champion Argentina men's basketball team, Spain's men's basketball team and Sweden delegation.

However, the choice of these sponsors is also the result of Lining's reluctantly because the sports giant Nike has sponsored 24 sports associations in China, including athletics, swimming and so on.

What Lining values more is the long-term advertising effect brought by these teams. For example, the Spanish men's basketball team won the world championships in 2006, which once made Lining famous in Europe.

Indeed, as a listed company, Lining not only considers the brand effect, but also takes into account the issue of return on investment and the interests of shareholders. Therefore, the non Olympic marketing strategy adopted by the "curve saving the nation" is really understandable and admirable.

What is Nike against Adidas and Lining?

As Adidas and Lining fought hard to win the Olympic Games, Nike, the world's sports brand, is quietly implementing its Olympic marketing plan.

As a company willing to invest in the future and be good at cultivating tomorrow's stars, Nike has an important team inside to find potential athletes.

They can use a series of events and a profound insight into sports industry at home and abroad to dig out athletes with super potential but not famous as spokesmen, and sign and cultivate them for a long time.

From Jordan, who just entered NBA in 1985, to Liu Xiang at the 2004 Olympic Games in Athens, and then to Yi Jianlian, who just landed on NBA last year, Nike has the opportunity to get endorsement at a lower cost.

The brand image of "star + personality" will not change much even in the Olympic Games.

For this Olympic Games, Nike has adopted the "covert marketing" with constant changes. Since it is not the Olympic partner, Nike will put more energy into the competition equipment of competitors, especially those who may win gold.

The game itself is undoubtedly the most attractive factor for the audience. When we concentrate, hold our breath and keep our eyes firmly on the front runners, when we enjoy the playback movements of gymnasts over and over again, how can we forget the "hook" LOGO dancing with them, and Nike naturally achieves the brand publicity effect of visual impact.

Therefore, in the competition rate, Adidas may not necessarily win.

Nike has never done the tradition of sponsoring large sports events, so the Beijing Olympics is only part of its long-term marketing strategy.

As a result, other brand promotion activities around the Olympic Games are very important.

Since 1982, Nike has been working with the General Administration of sport in China, sponsoring 24 sports associations, including 21 participating in the summer Olympic Games, including track and field, basketball, taekwondo, beach volleyball, swimming, tennis and so on.

Nike provides clothing, shoes and some technical support for athletes of these associations. Apart from attracting much attention from people during the Olympic Games, it is even more important to consolidate cooperation and grasp the future direction of development for many years.

For Nike, an Olympic Games will not let it make a crazy move like Adidas. The solid Star Training Mode and unique personality brand culture will be the catalyst of the 08 Olympic Games, which will bring Nike into the normal track.

Whoever wins or loses will wait and see.

A statistic on the Internet has been reprinted many times: according to statistics, only about 25% of the more than 200 enterprises sponsoring the Atlanta Olympic Games have been rewarded. Some enterprises only get some short-term benefits, and more enterprises do not get anything. Many unknown factors directly affect the amount of Olympic marketing returns.

It should be said that Olympic marketing is not fast food, nor is it for sports Brand Company.

Before every marketing activity, a clear and scientific strategy should be formulated. This includes not only detailed short-term media, retail, advertising, public relations return, but also long-term business objectives of activities, and the follow-up work of marketing has a long way to go.

Therefore, in a short period of time, we can not evaluate the three sports Brand Company who win this Olympic marketing and who will lose.

It may take 3 or 5 years to see whether it is a crazy Adidas or a smart Lining, or a calm Nike.