Nike Adidas In The London Olympic Games

August 16th,

The Olympic Marketing craze has returned to a great majority. Domestic and foreign brand shoe enterprises have returned to their original state: they thought that the difficulties they faced would be a turning point in the Olympic Games, but they didn't expect that the crisis was not so simple.

No less than the 08 year Olympic Games in Beijing, China's local brand shoe business is full of success. The value created after the Olympic Games has never been able to match.

In 2012, the London Olympic Games, despite the domestic brand beating, from "champion dragon clothing" to "red phosphorus" war clothes, to "live your greatness", prepared for four years, and sixteen days later, the answer is: many shoe companies "spend money making money".

The difference is that

Want to save money by saving money.

The "Olympic Games" in the sky and underground

With the London Olympic Games coming to an end, China's impression of the Olympic Games has become more regrettable and disinterested track and field than Liu Xiang's controversial fall.

So for China with strong jet lag, London is fading away.

Suddenly, Adidas jumped out, and at the end of the Olympic Games, there was a great stir in China.

It seems that

And Adidas are natural enemies. There are always things to pull together.

At the very beginning, when Chinese sponsors were busy betting on Lin Dan, Liu Xiang and other big star stars, Nike was busy packing the Egyptian delegation dressed in Shanzhai Nike and busy making the crisis public relations to Liu Xiang who had failed in his career. He became the focus of global attention, and the brand value suddenly became the boss of the Olympic hot words list.

Similarly, at the end of August, Adidas announced the closure of the only factory in China directly under Suzhou in August, and signed a contract to terminate the contract with 10 factories in China.

This not only touched the nerves of ten thousand people, but also touched the nerves of more than 300 generations of factories in China and the about 300000 generation of factory workers.

What does it mean to close the factory? What does it mean to terminate the contract? In the eyes of the Chinese people, the livelihood of the people is the biggest thing. The contract means that about 300000 people should be temporarily or permanently unemployed. The source of tens of thousands of families must be broken, and the problem of eating, work, innovation and Change B is emerging. This is Adidas's credit.

What is puzzling is that no official reply has been made so far: Why did Adidas choose to close the Suzhou plant during the Olympic Games and terminate its cooperation with the factories in China? In 2008, 2009 and even last year, Adidas official also issued a letter saying that cooperation with the factories in China will last until 2015.

Tang Xiao, an economist, analyzed that the skilled workers in Southeast Asian foundry enterprises were proficient in their work and familiarity with the industrial chain, and their industrial chains still had imperfections, which also increased the risk of OEM.

But even so, ADI is willing to put down the old customer who has worked together for more than 10 years in a short month. The sudden termination of the contract is also the suspicion and specious analysis of the outside world. The news about Adidas has become the leader of the hit list.

Even more unquestionable is that Adidas has a plan in its branches in China, and sales in Greater China have also reached a new breakthrough.

Is "the meaning of drunken spirit not in wine" or "inadvertently inserting willows and willows into a shade"? At present, it is still a topic of vague and clouded fog.

One is the sincerity of sending snow to save fuel. One is the focus of controversy. They all want to swim in the high-end brand of world footwear.

ADI sword takes the lead or fires.

Apart from morality and condemnation, Nike and Adidas will be the best and the most amazing marketing from the marketing point of view.

In addition to marketing at the Olympic Games, it may be possible to understand Adidas's actions in closing factories and factories in China.

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In the same Olympics, Nike made a great contribution to the Olympic Games in Egypt and Liu Xiang. At the 1/3 time of the Olympic Games, Adidas, like the other sponsors, became the media's failure to accept the failure of the Olympic Games.

According to statistics, Adidas and Nike have been competing for the world's sporting goods industry last year, but Nike is still in the air.

As a sports brand that has been struggling for so many years, will Adidas be willing to accept such an unfair result? Especially the four year Olympic Games.

Although the cost of labor in Southeast Asia is low, will the benefits of the whole industry chain, mature mechanic and huge market be less than the cost reduction? We must say that Adidas has risked huge risks and ended its cooperation with the factories in China and terminated its cooperation with a rising power.

When China's take-off gradually became a recognized fact in the world, when the Olympic scream gradually became scarce, Adidas made this amazing move when Nike's "emotional marketing" earned its brand value.

Closing the factories directly under China and lifting cooperation with the foundries is a lot of cost savings. Adidas has succeeded, at least at the last minute of the Olympic Games, it has made enough eyeballs, puzzled or even lawsuits, and there may be countless future unknown risks.

But in fact, they did not give the real reason for this sudden decision, but the outside world was constantly analyzing the reasonable reasons, only covering all contradictions with "rising labor costs in China".