Will The London Olympic Games Change The Fate Of The Second Generation?

At the 2012 London Olympics, Adidas failed to continue its position as a Beijing Olympic partner, but appeared in the ranks of the two tier sponsors.

"No doubt, in 2008, mutual prices were raised to win the cost of $100 million Lining, so that Adidas was" injured ".

A person familiar with the matter told reporters.

Injured 2008

In 2008, I am afraid there is no Beijing Olympic cooperation partner who is stronger than Adidas crisis.

Nike, which was born half a century later than Adidas, has the advantage of entering China earlier, and occupies about 30% of the market share in the Chinese sports shoes market.

And Adidas not only has a slight Nike reputation in China, but also few people have known the glorious history of sponsoring the Olympic Games since 30s of last century.

In order to turn around, Adidas paid no less than Lining PK and eventually paid about 100 million dollars for the title of "Beijing Olympic cooperation partner".

But at the Beijing Olympic Games, 22 of the 28 major Chinese teams competed in sportswear and sports shoes with Nike logo and were frequently broadcast on TV.

"This is a marketing method that Nike is good at."

Gao Wei, sports marketing director of Ogilvy group, said.

"Unlike Nike, Adidas is more willing to spend money on major events and events.

But in recent years, it has also started sponsoring sports stars.

However, the number of spokesmen or the amount invested is not comparable to Nike. "

The director of Public Relations Department of a famous sporting goods company said.

Take Liu Xiang as an example, as the world's premier sponsor of betting on Liu Xiang, Nike's marketing for Liu Xiang has been commendable.

When Liu Xiang just broke the world record, Nike immediately hit the road.

"12 seconds 88" advertisement is praised by the industry as a stroke.

In August 18, 2008, Liu Xiang retired and all the brands were caught unprepared.

On the same day, Nike established a "QQ love wall" - the blessing of Liu Xiang (Nike brand wall) - with Tencent.

During the Beijing Olympic Games, millions of netizens are aware of the situation and watching videos through the Tencent. Every day, Liu Xiang's QQ love wall has become a favorite place for Chinese netizens overnight.

With the huge network of Tencent instant messaging software, Nike's marketing information spreads and spreads like a virus, and is quickly copied to millions of one hundred thousand people.

Even standing on the prize stage, athletes are wearing "Adidas" equipment, but Adidas failed to borrow the Beijing Olympic Games to change the pattern of the two giants in the Chinese market.

In the 2010 fiscal year (June 1, 2009 to May 31, 2010), the income of Nike Greater China was $1 billion 742 million, and Adidas's Greater China income was 1 billion 330 million US dollars in 2009.

The status of the second child has not changed.

Can the London Olympics change its destiny?

Even so, Adidas started preparing for the 2012 London Olympic Games after the Beijing Olympics.

In 2011, Adidas began to implement the "2015" strategy. The core of this plan is to advance to the market and dealers of small and medium-sized cities, not only to compete with Nike for the high-end market, but also to compete with the local brands for the middle and low end markets.

According to the characteristics of consumer groups in different fields, we should identify different brand spokesmen, and then classify the sub brands of high school and low price according to the consumption ability of consumers.

While expanding coverage, Adidas is able to see more clearly profitable products.

For example, the design style of SLVR brand is similar to that of Yamamoto Teruji designer brand Y-3, but the price is lower, and Stella is lower.

McCartney is the high-end designer brand of sports and fashion. The clover and three bar brand still maintain its classic status. Style and its personalized customization service aim at the young people with relatively high personalization requirements, while NEO is the low-end brand of Adidas entering the three or four line market. At present, there are nearly 900 sales outlets in the three or four line market.