Adidas'S Olympic Impact

With the approaching of the 2008 Beijing Olympic Games, Gan Ming Qi's heart was full of confidence, but at the same time he felt the pressure.

As a senior manager of sports marketing in Greater China, Adidas currently has three main tasks: the 2007 China Women's football World Cup Organizing Committee, the 2007 Shanghai World Special Olympics Organizing Committee and the 2008 Beijing Olympic Organizing Committee.

Adidas is the official sports equipment partner of the Beijing Olympic Organizing Committee. In these three events, the Olympic games occupy a very important position in Adidas's sports marketing.

Gan Ming Qi could not wait for 36 hours a day to arrange things in every aspect.

The two channel to deduce the brand concept and find the connection between brand connotation and consumers is the first step in the success of Olympic marketing.

From the moment when Beijing bid for the Olympic Games in 2001, Adidas is thinking about how to use this platform more effectively.

In 2004, Adidas launched the "no impossible" brand concept. Today, they are deeply interpreting the concept in a more close to consumer way, and interact with consumers through nearly 3000 retail terminals across the country.

"Media and storefront are two important channels for Adidas brand to connect with consumers."

Gan Mingqi said that at the beginning of this year, with the theme of "no impossible", Adidas completed 18 editions, 60 seconds and 30 seconds respectively. The protagonists, apart from the former England football superstars Beckham, NBA all star player Arenas and other world superstars, specially chose two Chinese athletes and an unfamous British children's soccer team, which is closer to the Chinese consumers and the most common general public.

Since March, Chinese consumers have shared these "no impossible" stories through the media, such as television, Internet, and plane media, to understand the unique brand interpretation of Adidas.

In the brand promotion campaign launched by Adidas in March, Chinese viewers can see their familiar faces -- Chinese women football player Ma Xiaoxu and tennis player Peng Shuai, who are among the best new Laurence award.

They draw pictures and words with pen and hand-painted, tell how they can overcome the impossible story in their growth process, and inspire ordinary people to strive for their dreams.

Among them, the story of Peng Shuai is very attractive: in the picture, a cartoon girl is holding a red heart with a tennis racket, and her expression is painful and puzzled.

It turned out that Peng Shuai had a heart problem, but she loved tennis and how to choose between health and career.

A series of images followed her process of hesitation, conviction and success. Finally, she was fixed on a bright red font: "believe in yourself, follow your heart."

It is reported that more than 30 famous athletes in the world have told their stories, including Beckham and Arenas. Each story explains the theme of "no impossible" in a plain perspective.

While enjoying these stories, the audience quietly accepted the brand connotation of Adidas.

In addition to the real story of "story", consumers can share and experience Adidas's special products for Olympic Games through nearly 3000 Adidas stores. These products are printed with Olympic logo and Adidas LOGO.

Gan Mingqi disclosed that in order to match the 2008 Beijing Olympic Games, Adidas will invest huge sums of money in China to build up the largest flagship store in the world by the end of this year and early next year. In addition to regular product sales, it will also provide new and advanced equipment to interact with consumers and enhance consumers' sense of experience.

According to the introduction, Adidas is the only company that can print its own LOGO on the Beijing Olympic Games chartered sports clothing products. These licensed products can be purchased not only in Adidas's exclusive stores, but also in some franchise stores set up by the Beijing Olympic Organizing Committee.

On the one hand is the "privileges" of Beijing Olympic Organizing Committee's official sports equipment partners. On the one hand, it is a widely distributed sales channel, which enables Adidas to extend its brand tentacles to the general public.

The Olympic marketing with Asian characteristics is a multinational company holding hands for 80 years. Adidas has enough experience and resources to plan the 2008 Olympic Games in Beijing, but it is not satisfied with everything.

The upcoming Olympic Games will push Asia, especially China, to the focus of Adidas's work in the coming years. It will have to invest more energy and more financial resources to deal with this huge business opportunity that is expected to bring financial resources.

"For us, the 2008 Beijing Olympic Games is a platform for leaping development."

Herbert Heiner, chairman and chief executive of Adidas, bluntly pointed out that in 2010, in China, Adidas was expected to achieve sales target of 1 billion euros; and by the Olympic Games, Adidas's sales in the world could reach 10 billion euros in 2010.

"The demand of Chinese consumers for sports leisure products is very large. We will achieve this goal sooner or later, but the Olympic Games can play a catalytic role and shorten the time. We are looking forward to the coming of the Olympic Games."

Gan Mingqi said.

As Adidas will provide equipment for all the staff and technical officials of the Olympic Games and Paralympic Games during the 2008 Olympic Games in Beijing, it will also provide the winning sportswear for Chinese athletes to win the Olympic medals. For this reason, Adidas China has set up the "Asian design center" specially to develop a sports clothing souvenir with the double logo of the Beijing Olympic Games and Adidas.

"The design of these Olympic authorized products has injected a lot of Chinese elements," said a staff member of Adidas. "And with special design concepts, the unique elements of the 2008 Beijing Olympic Games are fused, such as Fuwa and 28 signs of the competition."

"Although sport is the universal language of cross culture, Adidas will incorporate more Chinese characteristics in its cooperation with Beijing."

Haina said that compared with previous Olympic cooperation, the cooperation with the Beijing Olympic Games is sure to be "different".

In terms of marketing, although Adidas has sports marketing department and marketing department before, Adidas has set up the Olympic marketing department specially, which is responsible for the marketing and promotion of the 2008 Beijing Olympic Games.

Recently, Adidas and the Beijing Olympic Organizing Committee jointly organized the award dress design competition, with the purpose of "let the Chinese athletes on the podium of the Beijing Olympic Games, wear the costumes with national characteristics and the wisdom of the Chinese nation".

It is reported that this design contest participants enthusiastically, including Chinese volleyball players Zhou Suhong, Tang Miao and so on.

Haina said that the reason why Adidas openly solicited design proposals to the world is to let all Chinese people all over the world have the opportunity to participate, experience and share the Olympic Games.

"I believe that the final entries must have Chinese national characteristics and win the favor of the whole world."

It is only one of the purposes of sponsoring the Olympic Games to plan for the future brand hegemony to increase sales. What's more, the 2008 Beijing Olympic Games is just like a springboard that is just right. Adidas will use it to accelerate the realization of the dream of "the first sports brand".

The benefits of cooperation with the Olympic Games should not be measured by sales alone.

From a macro point of view, the support and enthusiasm of Chinese consumers for the 2008 Beijing Olympic Games is hard to see in history. Although the main cities in the host city are enthusiastic, they will not feel so strong during the Olympic Games. You can feel it in restaurants and on the streets.

"We believe that it is a golden opportunity for an enterprise to take root in China and become a member of the world to show China," said Gan Ming Qi.

We value the moment that can truly witness history with Chinese consumers.

Obviously, Adidas sees the 2008 Beijing Olympic Games as the best brand development opportunity.

In the plan set by hina, in 2008, Adidas will become the first sports brand in China. By 2010, Adidas will become the first sports brand in Asia.

Although Asia, Japan, India, Indonesia and other countries Adidas has become the number one sportswear brand, but Adidas to achieve their goals, but can not bypass the old rival Nike and local star Lining.

The exclusive sponsorship of the Olympic Games has become the brand highland that the competitors compete for.

Haina once declared publicly: "we will fight for this right at all costs."

It is understood that Nike's own bid to withdraw from the Olympic Games gave Adidas more opportunities, and ultimately with 1 billion 300 million yuan to fight back to prepare to pay 1 billion yuan of Lining, won the sponsorship.

"Sponsorship cost is only the beginning of Olympic marketing. Although there is no fixed amount equation, generally speaking, if we invest a dollar, we need 2~3 yuan to do it.

We have been doing the promotion since 2005. "

Gan Mingqi said.

However, the road ahead of Adidas is not smooth.

Recently, Nike's "basketball master Street Basketball Challenge" competition is being launched.

Near 2008, Nike launched such a sports marketing campaign in Beijing.

Nike founder Peter knight has such a vision of the Chinese market: "China has 2 billion feet!"

We want them to put on Nike! "

Nike is currently the first brand in China's sporting goods market, and is Adidas's strongest competitor in China.

In addition, for Lining, although he did not get the sponsorship of the Olympic Games, as a Chinese national brand, its market performance has always been commendable.

Despite the loss of the Olympic sponsorship license, Lining adopted a curvilinear marketing strategy: cooperating with CCTV sports channel, all the relevant staff wore clothes with Lining logo; not long ago, they became the official clothing suppliers of the Swedish Olympic delegation in 2008 and 2010.

In this way, Lining has the Spanish men's basketball team, the Argentina Basketball Association and NBA (Lining is the official market partner of NBA in China. Adidas is the official sports partner of NBA in the whole world. After the sports resources of the NBA players, referees, etc., and sports resources such as the Sultan track and field team, the Swedish Olympic delegation is added to this important weight.

As for how to defeat the opponent in the Olympic marketing campaign, Gan Ming Qi said, "let's not talk about defeating our opponents first. This is just part of our Olympic strategy, and more importantly, how to cooperate with the Olympic Organizing Committee to make a successful Olympic Games.

We believe that this Olympic Games must be an important page in Chinese history. We must do our best. If we do the best, we will win the competition. "

He believes that Olympic marketing can not only stimulate sales, but also bring more brand image to the market. The Olympic Games is a good platform for brand building and communication, and is a long-term investment in brand image.

In addition, Adidas has detailed plans on how to disseminate brands and promote products during the Olympic Games.

"For example, brand awareness, how many people can say that we are Olympic sponsors, sales of Olympic special products, and how we encourage our employees to become Olympic athletes, we all have indicators."

According to the data provided by Adidas research company, Adidas's brand awareness and reputation increased during the preparation of the Olympic Games. "We believe that the impact of Olympic investment is very large."

Deep "marriage" is the official sports equipment partner of the Beijing Olympic Organizing Committee, and Adidas also enjoys a deep "marriage" interest.

This "marriage" is divided into three levels: the first level.