2008 Adidas Olympic Bet Miscalculation Into A Dilemma

"2008 with Hu Jia, no impossible", "2008 with Sui Feifei, no impossible"...

In the wake of the Adidas Olympic Games, the advertising spokesmen have appeared in different situations: Women's basketball players Sui Feifei's foot injuries and diving Hu Jia's eye injuries have been lingering outside the Olympic threshold; while Zheng Zhi's popularity is rising, it is also worrying whether the Chinese men's soccer team can perform poorly in the Olympic Games.

Just like Adidas's own slogan: nothing is impossible.

Three spokesmen, two of them may be away from the Olympic stage, and Adidas abused the trademark of the Chinese flag. The media questioned that Adidas's Olympic betting is in a predicament. Only Adidas can figure out whether it will miscalculate its overall Olympic strategy in 2008.

Focus one: will the overall strategy be affected?

Just as Hu Jia and others lingered before the Olympic threshold, Adidas's advertising release began to change quietly.

Most of the TV shows are Zheng Zhi's Olympic advertisements, because in the current situation, Zheng Zhi's popularity and performance are still the most reliable.

Herbert Heiner, chief executive of Adidas group, has said that the goal of Adidas is very clear. In 2008, it will strive to become the largest sports brand in China.

Bai Wenkang, managing director of Adidas Greater China, said that the 2008 Olympic Games plan is the largest marketing activity Adidas has launched in China so far. The Beijing Olympic Games is a "leap frog development platform" for Adidas.

Adidas expects to achieve sales target of 1 billion euros in China in 2010, with a global sales target of 10 billion euros, all of which depend on the pull of the Beijing Olympic Games.

The strategic deployment of Adidas 2008 Beijing Olympic Games is mainly divided into three levels.

One is to 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, and to strengthen cooperation with the Chinese Football Association and Volleyball Association for a long time. The two is to provide clothing for Chinese sports delegations at the Beijing Olympic Games; three, to sign contracts with many sports stars, and to promote each stage of Olympic marketing with the "star effect".

Among them, the "star effect" is the earliest, longest duration, the highest frequency and the only marketing way that can run through the months before and after the Olympic Games. It is also the most accessible and concerned point for ordinary consumers.

In this sense, the effect of Adidas Beijing Olympic marketing will depend to a large extent on the development of the signing stars. Now, the future of these signing stars is uncertain, and the overall Olympic marketing strategy will be greatly reduced.

In the interview, the reporter noticed that after all the activities and posters issued by Adidas, which spokesperson should come forward, it became a matter of caution.

Focus two: is brand risk too risky?

The case of sports brand and sports stars mutual achievement has been numerous.

But for most businesses, signing sports stars is more like a gamble, and few people can see through it.

The competition of international sports brands to bet on Chinese sports stars has already begun.

For example, before the Athens Olympics, Coca-Cola signed Liu Xiang, who was still unknown at that time, with $300 thousand. Nike also won a contract with Liu Xiang for 4 million yuan.

After Liu Xiang's unexpected gold medal winning, the two companies made a huge profit.

At the same time, when other businesses want to sign Liu Xiang again, they have to pay tens of millions of dollars.

Sports brand signing sports stars usually have two ways. One is to invest before athletes become famous, to cooperate at low cost, and to wait for athletes to get fame one day. More businessmen follow up after the athletes become famous, and enhance the brand image at any cost with the help of the bright star effect.

The reporter has learned that some famous international brands have set up specialized departments within the enterprise to track the athletes in the local market, especially those who may become rising stars or dark horses, and sign contracts selectively at low prices, so as to take the lead in the future market.

With the approaching of the 2008 Olympic Games, the competition of sports brands is becoming more and more intense. Every businessman is unwilling to give up the huge market with the largest population in the world.

In the competition of famous brands, the influence of consumers' purchasing behavior is not the product itself, but the relationship between products and consumers. That is, who can better interpret the paction relationship into the interaction and communication between sports and consumers, and whose brand image is better.

"Star card" is the most important part of consolidating brand image.

In particular, the hot gold players have always been a business competition, because the most common concern is gold medals.

Signing who will not sign will directly affect the public's recognition and reputation of the brand after the Olympic Games.

Of course, athletes' competitive state and performance can not be controlled artificially. Enterprises should always be prepared to shoulder such unforeseeable risks while making use of the star effect.

Value: the history of the Chinese women's basketball team, the second players joining the WNBA; the popularity of the "beauty star"; the weaker popularity; the loss of popularity; the previous year's absence from the competition for foot injuries; although it has entered the women's basketball team for the Olympic Games, it is still the focus of controversy because of the injury and the current performance of the games. Zheng Zhi's brand value: the captain of the Chinese national football team, the signing of the Premier League Charlton club, the price rose to 3 million pounds; the foreign media praised it as the best football player in China: the Chinese football team's performance was poor in recent times, and the 2008 Olympic Games turned to be a doubt. Adidas's 2008 Olympic advertisement was a concept of "group stars", which left a controllable space for its Olympic Star Marketing to a certain extent. Analysis of Hu Jia's brand value: China diving "dream team" players; 2004 Athens Olympic champion value weakened: long-term eye disease, can participate in the 2008 Olympic Games outstanding Sui Feifei brand?

Adidas can adjust its advertising strategy before and after the Olympic Games.

Countermeasures 1: strengthening the Olympic spirit concept and weakening the concept of gold medal winning.

The essence of the Olympic spirit is not to win the gold medal, but to strive for the higher and stronger.

Whether it is Hu Jia, who suffers from eye diseases but insists on "playing together in the 2008 Olympic Games" or Sui Feifei with serious leg injuries, embodies the spirit of sportsmanship.

Adidas can re interpret the Olympic spirit of athletes and avoid all kinds of speculation that they can participate in the Olympic Games.

Strategy two: emphasize public support and support for athletes.

In the Adidas advertisement, the athletes are lifted by the hands of countless Chinese people, emphasizing that athletes are coming to the arena with the strength of thousands of Chinese people.

The physical condition of Hu Jia and others has attracted much attention. For the athletes who are not in good condition, the support of the public is the most valuable.

Adidas can continue to deepen the power of "one thing" advertised in the ads, emphasizing that the support given by Chinese to Chinese athletes will motivate them to make it impossible in the arena of life.

Adidas's China sports marketing memorabilia began in 1981 and Adidas began sponsoring Chinese football.

With the agreement extended by the Chinese Football Association until 2010, Adidas will support all 7 national football teams.

In September 1, 1985, the first agreement was signed with the Chinese Basketball Association.

In February 2005, Adidas became a partner of China's national volleyball team.

Under the agreement, Adidas has become the only sportswear sponsor of China's 6 national teams.

Adidas is also a partner of China Judo Association.

In 2008, Adidas will provide equipment for all the staff and technical officials of the Beijing Olympic Games and Paralympic Games.

At the same time, Adidas will become a sports apparel partner of the Chinese Olympic Committee. The Chinese sports delegation attending the Beijing 2008 Olympic Games will be equipped with Adidas equipment.