Nike Strategically Rob ADI'S Domestic Market Share

At the end of the year, we will see some uncommon images: the Chinese national team will go to Australia to compete in the Asian Cup in early January 2015 at the end of 2014. In the first few days, they will be trained in the three stripes as usual.

In January 2015, one day in the morning, the reporters and people in front of them were a completely different Chinese national team. If some reporters arrived late at the training ground, they might be confused and asked, "where does the Chinese team train?"

Because they don't know the team at present, it's not that the national team players don't know each other, but they are different from each other in the two days before and after the replacement. The team has all changed to wear another brand's training Costume, which is sure to make everyone very unaccustomed.

It is reported that the Chinese Football Association at the last minute and Adidas in the "China team" sponsorship negotiations failed to get Adidas's satisfactory offer, from January 2015 onwards, "China team" will be turned into Nike, along with the Chinese national football team over thirty years "three stripes" will disappear forever.

Why does the author say that Adidas will never again lead the "China team" again?

Let us recall the history of cooperation between Adidas and the Chinese Football Association, the national team and the "China team", and the competition process between Adidas and Nike in the Chinese football market and the global football market.

Chinese soccer reappeared in international football since 70s. At that time, Adidas, the world's most powerful company (at that time Nike was still a small workshop for dozens of people), expressed its willingness to support the Chinese Football Association through Henry Fok, Hongkong Olympic Committee, and so on. From then on, it provided professional football shoes from 1981, and began to provide the national team with a full range of training, competition clothing and football shoes, football and other equipment.

In 1987, Adidas signed the first formal sponsorship agreement with the Chinese Football Association. The author saw a short 4 page contract, and made clear the number of football equipment provided to the Football Association of China Football Association every year in 1994, as well as football and referee clothing for the league, referees.

In 1991, the two sides amended the agreement by adding a fixed deposit (fixed annual sponsorship fee) and a competition bonus. The deposit was 150 thousand West German Mark.

In 1993, the two sides renewed the agreement, extending the scope to women's clothing, professional league matches ball, 200 referee clothes and so on. The deposit was increased to 250 thousand West Germany Mark, and agreed to 1998.

Until this time, Adidas was signed by the headquarters of heto norgan in Nuremberg, Bavaria.

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In 1995, Adidas officially set up a Chinese branch in China, which was founded by Ms. sondine CHB in China. At that time, Adidas China had more than ten employees.

Notice that the Nike China branch at this time is already a large company with thousands of people. When its headquarters in China moved from Guangzhou to Shanghai, it used to recruit young people all over the world and set up a huge position in the Portman hotel. At that time, the author applied for the first Nike field.

After the defeat of the Chinese team in the ten strong match in 1997, sondalen lost no time in finding the Football Association, and immediately renewed the contract until 2004. The deposit was increased to 400 thousand German Mark, including all levels of national teams, professional league matches and teenagers.

In fact, at that time, I found on behalf of Nike Football Association wanted to seize the contract, do not want Adidas hands and feet have been signed soon.

Wang Junsheng was also the full-time chairman of the Football Association, Tucao, "what did you do?"

Then, after the Chinese national team successfully entered the world cup in 2002, sang De Lin urgently asked for a contract extension with the Football Association, when the football association was already arrogant.

It is estimated that at that time they also had no experience in the big scenes. They did not know whether they were intentionally or unconsciously. Some partners were snubbed on some occasions. (for example, the Great Hall of the people gave a banquet in celebration of the Great Hall of the people. They even put their long-term partner Adidas on a modest little table. Instead, they put some of the sponsors who just praised China for their support to the main table, and then sang mullene mad to eat, and immediately asked the football association to explain, when Nan realized the problem and hurried to comfort himself after dinner.

Intermittent negotiations began in 2002, and the formal negotiations between SARS and 2003 were signed at the end of September (when the two sides met in Beijing and Shanghai for quarantine observation). This time, because of competitors, especially the involvement of Nike, Adidas was forced but resolutely signed a nearly one hundred page agreement on sponsoring the China team worth more than 200000000 years and six years, and the value of the agreement had reached the top ten in the international similar agreement.

Later, I learned from Nike company that the headquarters of Nike was very sorry because I knew that if they had raised the price by 30%, they might have eaten it.

In 2009, Chinese football came to a very special period. The road of football development is tortuous and hazy.

Adidas once again offered to renew its contract. The football association and Ford have plenty of experience. Despite the sharp decline in the value of the "China team", it is still not urgent.

In 2007, Nike's project manager, who was responsible for the "China team" project from Nike, apparently came prepared. They reported to the Ford and the football association a very attractive scheme. Because Adidas had the right to give priority to renew contracts under the same conditions, their situation also changed greatly when Adidas faced the reality. Sang Delin, who had feelings for the Chinese market and Chinese football, had left. Although the new boss was German, he was no stranger to football, but he was in a dilemma when the market was in a changeable environment. At that time, the high quality of Adidas headquarters contributed to the final renewal of the contract for four years.

Nike has failed again, but as long as they get 30% more, they succeed.

However, it is a matter of seeking advice and making things happen. Today, Nike still laughs last and saves its budget.

These are all based on the competition pattern of "three stripes" and "big hook".

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Ahead said, 1970s

Lift your eyes without adversaries.

By 1990s, Nike was rising and Adidas was almost bankrupt.

What is even more admirable is that Nike started the development of soccer products in 1994. By the 2002 World Cup, Brazil, Portugal, Holland and Korea used their products.

In 2014, Nike's sales of soccer products were already comparable to that of Adidas. At present, the world's most powerful national teams, Nike's hands in Brazil, France, England, Holland, etc., have been totally different from Adidas sponsored Germany, Argentina, Spain and so on. Don't forget Adidas, but it has more than 60 years of football product history.

Similarly, Nike completely exceeded Adidas in the global market and the Chinese market before 2000.

The author has worked for both companies, and he feels that the genetic differences between the two companies bring about strategic development and future differences.

Nike comes from the United States. The gene has entrepreneurship, boldness and boldness.

Adidas originated in Europe, Germany, with a strong European character, elegant but proud.

Today, the United States is still thriving, leading the world, and Europe is getting weak.

Nike attaches great importance to the sports market. It is a business department directly led by the headquarters. Its founder boss is directly in charge of it, and Adidas has increasingly ignored and no influential figures control the sports market business, which is a strategic mistake.

It is reported that Adidas's share of the US sales in one of the world's most important markets has been surpassed by Under Amer.

It seems that in the future Adidas will regain the world's first slogan, "Impossible is Nothing", which is a self motivating device. It should never be possible.

So to sum up, I believe that although Adidas believes that the current sponsorship of China team is unlikely to have big market value in the next 3 to 5 years, it can compete with Nike in a few years.

However, Nike's genes have determined that they can no longer let their vomit come into their mouths. Unless there is chaos in China in the future, they will not be able to sell several pairs of shoes if the country is bankrupt.

Please remember that this is a historic moment for Chinese football and a memorable moment for Adidas and Nike.

The next question is: the commanding heights of the Chinese football market, the "China team" and all the Super League teams and the Super League, are all occupied by Nike. What does Adidas think?

It looks like Nike is trying to kill Adidas in the Chinese football market.

Nike scramble for Adidas in the Chinese market

Since January 1, 2015, all the commanding heights of Chinese football have been occupied by Nike. Have Adidas leaders seen the danger?

What is Nike's strategic plan?

The author believes that Nike is trying to kill Adidas in the Chinese market, one of the most important markets for sporting goods, which is already happening in the US market. We must know that although the Chinese market ranks second of the world's sporting goods, it is quite different from the United States (which is a good match to the total economic volume of our country). In the United States, the figures released this year show that Adidas has been squeezed to third and is too different from Nike.

Nike's strategy is to eliminate the threat from the mainland and strike a big blow to the opponents of the second big and developing potential Chinese markets, and finally eliminate their opponents and stabilize the traditional European market.

But Adidas seems to be at a loss at the moment. Its European market is dominant, but it has been divided, and the US market strategy has been defeated. Now it is about to see a brand new China sports market territory, and Adidas occupies an unexpectedly small place. What is the three stripes?

In fact, the China Football Association's "China team" is the most important part of the strategic layout of Nike's China market. There are a number of sports that have market value, spectators and internationally recognized sports in China: football, basketball, road running, tennis, badminton and so on.

Adidas will only have a Beijing marathon.

And Nike has the sponsorship of the Super League and all the teams in football. Now, with the "China team", even the soup is not left to Adidas; Nike maintains the basketball national team, the tennis national team and so on, plus the Shanghai marathon, we really can not see where Adidas can spell its own sports market territory.

Of course, the sponsorship of the Chinese Super League will expire in a few years. In theory, Adidas has the chance to compete. But according to the above analysis, Adidas has always been good at defending, but it is not familiar with the counterattack.

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