Why Did Adidas Give Up Its Country?

In China, the sales of jerseys of the national team will never affect the figures in Adidas's financial statements. Adidas's willingness to support tens of millions of yuan each year is actually more like buying commercial advertisements.

Being watched by tens of millions of viewers in front of the TV set, Adidas is willing to pay.

But in recent years, the national football lineup has been aging and changing frequently. Football gambling has also aggravated the turmoil of the team. It has suffered many defeats in major events. The image of the national football team has dropped to the bottom. How many people will continue to watch the national football match? Adidas can not estimate it.

On the one hand, the performance of the team has dropped, while the sponsorship fee has not risen. Adidas has finally lost patience.

As Gao Jiali, executive director of Adidas Greater China, said, "it is very important to assess whether a team or player is consistent with the brand, and at the same time, the sponsorship agreement is also in line with commercial interests."

Under such circumstances, Nike's strong intervention is natural and appropriate. "Crowding out the original match and successfully hosting" has also become a reality.

But given such a big investment, what exactly does Nike need? Nike takes over the "China team" and obviously does not expect to see how many commercial interests it has to sell from the sale of its Jersey. After winning all the clubs' basketball equipment rights and interests, it will reap the benefits of the "China team" so that Nike football's layout in the Chinese market is very complete.

Although the Chinese National Team Jersey has never been sold, whether Nike or Adidas, or the international sports brand with soccer gene, for example.

In recent years, sales of football related products in China have shown a strong upward trend, which is directly related to the overall warming of football in China.

national team

And related products, though there is not much business prospect yet.

The reason for Nike's strategic decision is its possession and expectation of future development potential, just as Nike did in the past few years.

Fu Yayu said that the national team represents the highest level of a country's football level and represents the commanding heights of a country's soccer ecosystem. "So from this perspective, the new football match for the new football club has made me somewhat surprised. It is said that the amount of Nike is very large. In fact, if the competition is relaxed and the threshold is not restricted, the amount may be even greater."

CEO Zhang Qing, a key sports consulting company in Beijing, also believes that Nike has chosen a good time. "Adidas is a traditional football brand. Nike has entered the market in recent ten years, but compared with Adidas, it still has a gap, which is related to people's inherent thinking.

But now, with the support of national policies, many Chinese post-90s children have begun to pay attention to national football. They will not be influenced by traditional thinking. When Nike chooses to enter the Chinese market at this time, it may really replace Adidas's status in China.