ADI Nike Divides The Olympic Games "Cake" Star Tactics To Compete For The Two Or Three Line Market.

No matter how China's local sports brands share the London Olympic Games, it has to be admitted that the leading role of the London Olympic Games is Nike and Adidas.

The two companies have the best sports resources in the world.

In the past 2011, the Chinese market was

Contributed 10% of the revenue.

In the London Olympic Games, Adidas sponsored 13 sports teams, the Chinese men's and women's soccer teams, the Chinese men's and women's volleyball teams, the Chinese men's and women's Tae Kwon Do teams, the Chinese men's and women's fencing teams, the Chinese boxing team, the Chinese Judo team and so on.

Nike has sponsored 7 Chinese sports teams, including national basketball team, weightlifting team, wrestling team, track and field team, tennis team, archery team and beach volleyball team.

In addition, Nike also has Liu Xiang, Li Na and other star athletes.

Layout two or three lines

Chinese mainland

Adidas's sales have been on the rise in the face of declining sales and high inventory challenges.

In the first quarter of 2012, Adidas's global sales increased by 14%, and its growth in China reached 26%.

Although the second quarter and half yearly reports will not be released until August, Gao Jiali, managing director of Adidas Greater China, said at the media Roundtable this month that the data remained optimistic. He gave an example of their sponsorship of the Spanish team to win the European Cup.

This time the London Olympic Games, Adidas British company has become an official sponsor of the London Olympic Games. Therefore, more activities and sponsorship will be carried out by Adidas UK company. China's activities in direct sponsorship are relatively few, but this does not mean that Adidas China limited resources this year.

Adidas China told reporters in the mail that they supported and sponsored some sports teams and athletes in China.

For example, boxing champion Zou Shiming and Taekwondo defending champion - they all hope to win the championship again. Besides, ADI also sponsored China's national volleyball team and other sports teams, all of which can be used for Olympic marketing.

In addition, in order to match the Olympic Games and the Chinese dragon year, Adidas launched the poly dragon ring.

The main purpose of this activity is to cover the greater influence of ADI's influence, whether it is first tier cities, second tier cities and three tier cities.

According to Adidas's "2015 strategy" plan, Adidas China has set its sights on China's two or three tier cities.

In their 2012 plan, they will open 600 new stores, now focus on the two or three tier cities, and will pay more attention to the smaller cities in the West.

Compared with Nike's sponsorship of China's basketball tournament, China's tennis and Chinese track and field team, ADI's sponsorship team appears to be a small group. Apart from Chinese football and Chinese volleyball, the rest are relatively unpopular.

But Gao Jiali denied the "minority" saying: "in fact, this view is more subjective, because everyone's preferences are different, you like fencing, he likes boxing, all kinds of games have fans.

We are a very comprehensive company.

In the 26 main events of the Olympic Games, 25 events have our product line and product service.

Now the only thing we have no way of providing product services is equestrian because we have no way to produce horses. "

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Star tactics

Sports industry has compared that ADI is more willing to spend money on major events and activities, while Nike prefers sponsoring sports stars. It is worth mentioning that Nike has always had a unique vision in discovering potential new people.

Many famous athletes were signed by Nike during their youth.

For example, Nicks, Jeremy Lin, who is now in a very hot situation, as early as August 2010, Nike (Taiwan) Company signed a three year contract with Jeremy Lin, who still sits on the cold bench. When the contract was fulfilled to second years, Jeremy Lin rose slowly in the NBA arena.

Although Nike also has a set of objective evaluation criteria, it is very difficult to describe the selection criteria of Nike.

Nike once described the feeling of choice as "a very grass-roots selection".

The people of Nike sports marketing department are responsible for mining potential athletes. They usually focus on sports associations and sports key schools.

Many of the members of this team are from sports backgrounds.

For example, excavating Liu Xiang's marketing director, Li Tong, is himself the first athlete to sign Nike in China in 1981.

Li Tong watched Liu Xiang when he was 18 years old and predicted that he would succeed.

Under his recommendation, after several field trips, Nike signed Liu Xiang, who spent only 30 years, and in the next few years provided him with specialized services and played half a role as a broker.

In the Athens Olympics, Liu Xiang won the gold medal for China's first 110 meter hurdle race for China.

The relationship between Nike and Li Na was earlier.

As early as in 1997, Nike sponsored Li Na. 5 years later, Li Na retired to university for two years before he terminated the contract.

After Li Na returned to the mountain, Nike quickly signed Li Na.

Adidas revealed to this newspaper their request to invest and choose stars.

Gao Jiali said, will observe whether this event is widely concerned by consumers in China, is it the target customers of ADI, if consumers are very fond of sports events, they will compare the investment with the current work priorities, if we feel that this investment is worthwhile later, we will consider the next step.

Next, Adidas focuses on whether this individual, sports team or event is consistent with its brand or in the direction of the future development of the brand.

If so, Adidas will sponsor the athlete according to the evaluation system and evaluation criteria, or sponsor the sports team, or sponsor the decision of the whole competition, and this decision is integrated into the annual plan.

Gao Jiali said, before investment, feasibility study is also very critical.

For example, sponsorship of sports marketing requires you to have a thorough and in-depth analysis of the team, observe their recent performance and observe the morale of their team.

Even individual players can be a risk factor for teams.

In addition, we should also observe the trend of the team's performance over the past time.

These key points need to be considered.

Sometimes, we should focus on the medium and long term. For example, sponsoring a team event is not a short-term interest.