The New Campaign Of Shoe Circles Is About To Start.

Adidas is in action, though it is not very fast.

According to CCTV related personnel, mid June, such as the long squirrel tail general Li Ning Co logo, will continue to disappear from CCTV Olympic Channel host's clothing for a period of about 3 months.

These 3 months, just in time for the July Beijing Olympic Games sprint, August and Paralympic Games September, are the 3 months of the marketing value of the "Lining standard".

On the other hand, Nike, which has more than 20 Chinese national team competition sponsorship rights, suddenly discovered that a sword named Damour, named Beijing State Sports Goods Quality Certification Center (NSCC), is hanging on top of its own head.

Later, only through the relevant certification of the joint venture company established by the relevant departments of the State Sports General Administration, will it be eligible to become a sponsor of China's national sports teams.

Is Adidas, Nike, Lining three British war Lv Bu (Olympic resources), or Adidas two birds with one stone, while hitting Lining while attacking Nike?

The story behind us is unknown.

But what is certain is that with the closing date of the August 8th Beijing Olympic Games, Adidas's sponsors' rights and interests are constantly releasing unprecedented power.

Anti hidden marketing: Adidas's undervalued ambition, Li Ningbiao, has been put on the CCTV Olympic Channel, and has been regarded as the Olympic marketing of the biggest sporting goods company in China.

At the end of 2006, Adidas failed to compete with Adidas in the end of the bid, and Lining finally did not have the 2008 partner.

Nike, which is also known as "two giants" with Adidas, does not seem to be keen on the official sponsorship of the Olympic Games. They even choose to withdraw from sponsorship rights before Li Ning Co.

However, Lining, who once won the 14 world champion record of Chinese gymnasts, also has a deep network of human resources in the domestic sports world, founded by Li Ning Co.

Soon, Li Ning Co held a press conference to announce that from 2007 to 2008, Li Ning Co will sponsor CCTV sports channel (2008 New Year's day to become Olympic Channel) host and journalist reporter clothing.

The Li Ning Co's "non sponsors" strategy opened the curtain.

Since then, a number of surveys since 2007 show that Lining's brand is ranked by consumers as the official sponsor of Olympic Games, ranking the top in the list of surveys.

In contrast to this, although Adidas is an official sponsor, its marketing has been regarded as lacking in strength: Sponsorship Resources, although there are Chinese women's volleyball teams and Chinese football teams, Nike has more than 20 Chinese national teams' sponsorship for competitions, and Lining has gymnastics, table tennis, shooting and Diving Teams four Chinese gold medals. On behalf of Hu Jia, Adidas has not even won the national diving team's Olympic candidature; as for communication with the media, the German's consistent way of thinking and work style are enough to understand the media's headache to interview the 2008 partners in Beijing.

However, Adidas never concealed its ambition.

Herbert Heiner, chairman of the group, said in an interview with Deutsch news agency in March 2007 that it saw Asia as the largest growth market in the next few years, and that its turnover in Asia would increase from 2 billion euros to 3 billion 500 million euros by 2010.

China is the most important market for Adidas in Asia. By 2010, Adidas will achieve 1 billion euros in China.

To this end, Adidas will increase the number of Adidas stores and Reebok stores in China to 5000 and 2000 in the next 3 years.

"By the end of 2007, there were more than 5000 stores in the main sporting goods companies in China, but its sales volume was only about 4000000000 yuan. If Adidas wanted the same number of stores, it would be very difficult to achieve Li Ning Co 2~2.5 times business performance," Lining said.

One industry veteran told reporters that Adidas currently has about 3000 stores in China.

But considering that the prices of Nike and Adidas products both have the trend of reducing prices recently, and the stores have basically covered the major cities in China, the situation is not as optimistic as Herbert Haina thinks if they want to increase the sales volume of 1 billion domestic sales by two or three lines in 2010.

But Adidas is indeed in action and is in the right direction around its Olympic official partner.

Li Zhinv, senior manager of Adidas 2008 Olympic project, has revealed that Adidas has always had a brand protection team, mainly communicating with some law enforcement agencies to protect the interests of the company.

In 2008, during the Olympic Games, Adidas thought there would be many unexpected unexpected events, so Adidas would have great strength in the whole anti recessive market activities.

In addition to the daily brand protection team work, Adidas will set up a separate team to work together with the Beijing Olympic Organizing Committee's anti recessive market department to protect its brand interests.

"Before sponsoring the Olympic Channel, we consulted many suggestions, including some Olympic law research institutions. Our cooperation with CCTV is guaranteed by contract.

However, considering that the Olympic channel is the official channel of the Olympic Games, Li Ning Co also has long-term good cooperation with CCTV. Therefore, we are also communicating internally, and the sponsorship cooperation with the Olympic channel may be suspended for 3 months.

Li Ning Co officials said that the specific negotiations between Lining and CCTV are under discussion, but one thing that can be guaranteed is that the trademarks of competitors, including Adidas, will not appear during the time of the disappearance of the Lining logo, nor will they appear on the Olympic Channel related owners and reporters.

The new enclosure movement: encirclement and suppression of Nike's existing resource cake, Lining, Nike and Adidas, are aimed at professional performance brand goals.

And the best embodiment of the brand sports professionalism is obviously not Adidas's Olympic awards clothing and fourth officials, volunteers clothing sponsorship, but the Chinese Olympic team's 28 national team's clothing sponsorship.

Now, a NSCC certification will likely become a new opportunity to re shuffle the existing pattern of China's various national teams' clothing sponsors.

"It's two different things."

Ma Jilong, director of the sports equipment and equipment center of the State Sports General Administration, said.

At the same time, Ma Jilong, director of the market development committee of the Chinese Olympic Committee, did not respond positively to the possible change of NSCC certification: after 2009, if the 28 national teams' Sponsorship clothes were re competitive, the reduction of the sponsorship rights of Nike's more than 20 national teams may be inevitable.

"As usual, there are sports teams that reflect that some sponsorship products can not meet the needs of athletes, and they can not guarantee their rights and interests."

State Sports General Administration Sports Management Center said, "NSCC certification is to ensure the quality of sponsorship products, fill in the blank of sponsorship products without quality checks.

In the future, it is a general trend that enterprises and organizations that have obtained NSCC certification are eligible to sponsor China's national teams at all levels. "

In response to reporters' interviews, Zhu Jinqian, director of communications of Nike sports (China) Limited, which has the largest number of sponsoring resources at all levels in China, chose silence.

Li Ning Co is also a winner of vested interests.

Lining's four national teams, table tennis, gymnastics, diving and shooting, can be called the gold medal team of the Chinese Olympic team.

The four "dream teams" won more than half of the gold medals of the Chinese Olympic team.

Lining's attitude is more positive: in May 29th, the twenty-second China International Sporting Goods Fair (hereinafter referred to as the "sports fair"), Li Ning Co announced in a high-profile that it became the first sportswear company to get NSCC certification.

As a rapidly rising sporting goods new army, Anta also eyeshot.

Xu Yang, director of Anta brand management center, admitted that Anta is not to pick, but to compete for rob. Anta, which currently mainly sponsors domestic CBA, volleyball and Table Tennis Super League, will not give up any good sponsorship opportunities.

Comparatively speaking, Anta pays more attention to basketball, track and field, badminton and tennis.

According to the foregoing senior personages analysis, Nike's current sales in China should be $1 billion, 7 billion yuan, Adidas about 5000000000 yuan, Lining 4 billion 350 million yuan and Anta 3 billion 180 million yuan.

The four companies belong to the first group of sports goods in China. They focus on the redistribution of sports resources which will soon expire after the 2008 Olympic Games. The four contention is the main point.

As a matter of fact, the Chinese Olympic Committee does have a readjustment of the pattern of clothing sponsorship for all national teams so as to maximize the demand for benefits.

Before the Expo, the new business logo of the Chinese Olympic Committee and the market development plan of 2009~2012 were released one after another. After the successful development of the Beijing Olympic Games, the domestic sporting goods consumption market was also popular with the improvement of the national consumption power. With the growth and rise of the strength of the domestic sporting goods companies such as Lining and Anta, the new "Warring States" era of resource reconfiguration is inevitable.