• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

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

    2012/7/27 14:19:00 19

    ADINikeSporting Goods

     

    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

    Adidas, Nike

    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

    Sports brand

    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.

    Sports goods

    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. "


    {page_break}



    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.

    • Related reading

    The New National Standard Is Coming Into Force And Infant Clothing Health Is Guaranteed.

    Market trend
    |
    2012/7/27 14:10:00
    18

    Red Bean Menswear: The First Distributor Meeting To Create A Win-Win Business Model

    Market trend
    |
    2012/7/27 13:19:00
    44

    Price War Urges Small And Medium Businesses To "Tide Over The Sand"

    Market trend
    |
    2012/7/27 12:16:00
    28

    China'S Clothing Brand: Internationalization Is The Inevitable Trend.

    Market trend
    |
    2012/7/27 11:48:00
    41

    Summer Wear Is The Lowest Discount To 80 Percent Off.

    Market trend
    |
    2012/7/27 11:35:00
    18
    Read the next article

    2013 Milan Men'S Wear Weekly 5 Spot Refreshing Dress

    When the summer of 2012 just arrived, we were still discussing the fashion trend this summer. The four fashion week has already started the 2013 plan. The designer's footsteps will not stop, and the breath of fashion is always ahead. Now I'll help you check out the little fresh dress.

    主站蜘蛛池模板: 亚洲色精品vr一区二区三区| 精品久久久久久中文字幕女| 男女下面一进一出免费无遮挡 | 日韩欧美黄色片| 成年人网站免费观看| 大伊香蕉在线精品视频人碰人 | 亚洲精品乱码久久久久久按摩| 亚洲va久久久噜噜噜久久| 99re6在线精品视频免费播放| 91手机视频在线| 男人桶女人视频不要下载| 日韩内射美女片在线观看网站| 日本边添边摸边做边爱边| 女人张开腿让男人桶免费网站| 国产精品自在线拍国产手青青机版 | 日韩综合第一页| 国产日韩欧美综合在线| 午夜人屠h精品全集| 九九视频在线观看视频23| 中文字幕亚洲不卡在线亚瑟| a级毛片免费高清毛片视频| 香蕉视频a级片| 欧美疯狂性受xxxxx另类| 在线亚洲小视频| 国产人妖视频一区二区| 久久精品亚洲一区二区| 两个人看的www免费| 欧美军同性videosbest| 国产精品一区二区资源| 四虎国产精品永免费| 亚洲精品无码久久毛片波多野吉衣| www.免费在线观看| 番茄视频在线观看免费完整| 女人被男人桶爽| 国产伦精品一区二区三区在线观看| 久久亚洲国产成人亚| 美国式禁忌矿桥矿网第11集| 日本xxxx18一20岁老师| 国产在线播放你懂的| 亚洲乱码一区二区三区在线观看| 99久久国产免费中文无字幕|