Market Strategy Adjustment Leads ADI To Miss National Football

While signing with Nike, Adidas lost the potential market of Chinese football.

Despite this incident, Adidas's emergency PR service on micro-blog was supported by "no time limit."

The words expressed the support for Chinese football, but after losing the two positions of the Chinese national team and the China Super League club, Adidas lost the best professional football stage in China.

Adidas failed to renew its contract with the national football club.

Successful bidding is more like ADI's initiative to give up.

The reason behind it is football.

The consumer goods market is becoming increasingly saturated. With the popularization of the concept of healthy urban life, especially the rise of running hot, no matter ADI, Nike or

They will shift their focus to "sports life".

Perhaps such a market positioning and strategic adjustment made Adidas hesitate to renew its contract.

But this does not mean that he did not have the desire to renew his contract. In the final stage of negotiations, Adidas has greatly increased the amount of sponsorship, hoping to turn the tide, but in the end it failed to change the trend.

In any case, thanks to the cooperation over the past 30 years, Adidas has given strong support to Chinese football, and this banner will be handed over to Nike in the future.

12 years of sponsorship, which is over 100 million a year, sounds good. But how to maintain the interests of Chinese football and Chinese fans in the implementation is the key to Nike's brand marketing success.

Related links:

Recently, Mr. Liao bought a pair of Nike kobe8 basketball shoes at the online shopping mall, bought a pair of Nike kobe8 shoes. After arriving, they found the shoes were rough and suspected to be fake. However, when they applied for return, they refused to pay attention to the authenticity of the shoes.

From January 1st to 7, under the insistence of Mr. Liao, he finally received 3 times compensation, that is, 2550 yuan.

Mr. Liao first contacted good le to buy customer service, customer service insisted that the shoes sold on the website were genuine.

Later, Mr. Liao reflected the matter to the City Consumers Association.

The first time the municipal Consumers Association contacted the good luck buying company, and hoped that micro-blog could solve this matter as soon as possible.

Because Nike brand protection department issued identification certificate to communicate with the market supervision committee and other departments, Liao once again contacted the 12315 hotline, and sent materials to the staff.

Meanwhile, Mr. Liao packed his shoes and sent them to Nike for identification.

At this point, Mr. Wang, a manager of good Lok after sale, called Mr. Liao to confirm that his shoes were fake and gave him 3 times the compensation, that is, 2550 yuan.

Wang said, "all products of good buy are genuine products. The only possibility is that the goods are pferred. We will extract the warehouse video for inspection and improve the management work."

The relevant person in charge of the municipal consumers' Association said that the consumer law stipulates that if the fraudulent business needs to compensate consumers by 3 times the commodity price, the Consumers Association will try its best to assist consumers in safeguarding their rights and interests.