Adidas Bid Farewell To China'S Nike Or Wear Sponsor'S Title.

According to people familiar with the matter, if everything goes well, the Chinese team will "instantly reload" in January next year.

The contract between China team and Adidas ended December 31st this year.

As early as more than a month ago, there were rumors that the negotiation between Ford and the ADI company was very difficult, and the situation was not very optimistic.

In fact, whenever Adidas renew the contract, there will be a saying that it may not renew the contract. This is nothing more than a bargaining business marketing practice, but this time the gap between the two sides seems to be very large.

On the 20 day, when the Chinese team went to the Asian Cup, all the formal clothes were shipped to the Hengda base in Qingyuan.

The day before yesterday, Dong Zheng, general manager of Ford, said publicly: "I can say responsibly that there has not been a contract with any company yet, and that things will come to an end until next January."

In fact, Dong Zheng's statement just confirms that Adidas does not renew its contract with China team, though it is a result that no one wants to see except the market competitors.

It is understood that Nike sponsors "

The cycle is four years.

Since the agreement between the national team and Australia before Adidas's visit to Australia has not ended, the Chinese team still wears their clothes.

From January 1, 2015, the Chinese team will be formally training and competing in Nike's equipment. Because of the rush of time, other teams of the Chinese team are allowed to train and compete in Adidas's equipment before Nike's new equipment is in place.

The "big bill" is not only satisfactory in sponsorship, but also one improvement is to abolish the rigid requirement that the international football team must wear sponsors' shoes.

According to the new contract, as long as the international team can produce personal sponsorship contracts with other brands, they can wear their own brand shoes while playing in the national team, while the unsponsored internationals still need to wear Nike's shoes.

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It also protects the personal business interests of the internationals.

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During his first visit to Serbia, Premier Li Keqiang received a special gift from Prime Minister Wu Qiqi of Serbia: a basketball jacket with PEAK logo.

This is the No. 1 jersey of the Serbia national basketball team, and Li Keqiang's name was written in Chinese and English respectively.

From the hands of foreign premier, he received a gift from a Chinese brand.

But it can not be overlooked that China's sporting goods market is experiencing a low ebb.

This wave of market began to take a turn for the worse in 2011. All sports brands had a large stock backlog, many brands were gradually disappeared, and the brands that were still persisting were also faced with enormous operating pressure.

In the domestic brand, PEAK's international marketing is farthest.

PEAK's sales in 2011 were 4 billion 600 million yuan, while in 2013 it was 2 billion 600 million yuan.

According to the annual report of the first half of 2014, PEAK's overseas revenue has exceeded 20% of its total revenue. It is estimated that overseas revenue will reach 600 million yuan this year.

But at the same time, a large number of sports brands are still facing losses, such as Lining, who has dominated the Chinese sports brand for many years.

In 2013, Lining's revenue was 5 billion 800 million yuan, but the profit margin was -2.9%. The owner's equity yield was -18.2%. Although the -77.8% had improved a lot in 2012, it still lost 169 million yuan.

This wave of industry downturn almost affects every sports brand.

According to the analysis of a sports industry industry for many years, the sporting goods market in China before 2011 was a false prosperity because 80% of sales actually went into the channel and did not really enter consumers' hands.

The deeper reason is that most of the revenue of Chinese sports brand comes from non professional goods, that is, the clothing of life. This part belongs to the "casual sports" casual wear, while HM, ZARA and other European and American leisure brands have entered the Chinese market in large numbers, leaving the domestic sportswear and Sportswear away from a large number of rivers and mountains, and sales have dropped at a draught.

"After the whole industry pformation in 2008, people saw that the sporting goods industry has declined, but I think more than 80% of the sporting goods industry is a substitute for leisure products."

The source said.

PEAK group CEO Xu Zhihua believes that the decline in sales of the entire industry during this period is a natural adjustment process.

"Before 2011, China's sporting goods market was not a real sporting goods market," he said.

After 2012, consumers gradually matured, and the degree of brand centralization increased, and many brands went out.

Now the industry concentration degree is relatively high, some pseudo sports market will lose some, let sports return to sports.

However, the demand for professional sports products has not been matched up, because the demand for professional sports equipment has just started in China, and the consciousness of mass sports is still being cultivated. The market of China's professional sporting goods market has great potential in the future. However, the current market demand is limited to professional competitions, and the public demand is still sprouting up.

Compared with Nike and Adidas, PEAK is the latecomer, all aspects are just beginning, and internationalization is just beginning.

Moreover, in the current and foreseeable future, China is still the main market of PEAK, and its overseas expansion has not yet achieved substantial growth in sales volume.

"I started working with PEAK last year.

Last year in Slovenia, PEAK's sportswear sales amounted to 200 thousand euros.

Rene Mlekuz, Slovenia's first time to attend PEAK ordering conference, said: "because PEAK sponsored Slovenia's national team, we knew the brand.

However, at present, we are mainly selling PEAK products in the club. Next year, I am considering opening a special store. "

Xiong Wei, director of marketing department of the International Business School of the University of foreign trade and economics, believes that if the value of the brand is only a functional appeal, it is very hard to win the hearts of the people. Behind the brand is the pmission of values.

The export of Chinese clothing products in the past was mostly foundry production, and PEAK also started from Nike foundry.

But in the international market, the brand of Chinese clothing products is very rare.

The brand export of sporting goods industry is premature.

In the sports products represented by the United States and the European football culture, Chinese brands hope to stand on their feet and even export their culture. There is still a long way to go.

"The internationalization of Chinese sports brands, I hope more enterprises will push together, and we hope that the government will have some better policies to support us."

Xu Zhihua said, "my policy is not subsidies, but tax policies and foreign exchange control policies.

Overseas expansion has all kinds of costs, profits must come back, and money must be spent in and out, and foreign exchange can not flow freely.

In addition, there is no value-added tax invoice abroad, no way to get back to deduct, it is difficult for us to do accounts.

Therefore, we still hope that we can get more support in these areas.