Adidas Asks Beckham To Come To China'S First Flagship Store.

This June, what is the most striking thing in football world? The answer is, of course, the European Cup.

Moreover, the influence of the European Cup is not confined to Europe. After all, it is also the world's largest football tournament after the world cup, especially when the number of teams has expanded to 24.

It is the most active football field.

Because this is one of the official sponsors of UEFA, and with deep industry accumulation, this year's European Cup is bound to be the most important battlefield for the German sporting goods giant.

9 of the 24 teams participating in the European Cup are the national team robes provided by Adidas.

After the 1/8 finals, three teams from Germany, Welsh and Belgium continued to stay in the European Cup.

On the personal side of the stars, Baer, Pogba, Mesut Ozil and others still have the opportunity to move towards higher goals.

In fact, any competition is already familiar with Adidas's old guns, and how the outcome will be achieved until the event is over.

The European Cup has already started a football storm in China.

Whether in the subway on the commute or in the restaurant, the European Cup has become the most popular topic.

But the European Cup is very popular, but from the perspective of Adidas brand marketing, it is more reflected in the gambling of resources.

The reason why Adidas can play the leading role in the European Cup is mainly because it has laid a more solid foundation in the layout of previous resources.

Although the European Cup's influence is in the world, Adidas's view is not only the European Cup, but at least in the Chinese market, it has more practical work to do.

Just as the European Cup has entered the tense stage of the knockout stage, Adidas has made a big and small move in China.

For this reason, it also invited a big coffee in the world sports arena nobody knows for oneself platform, this person is Beckham.

It is also worth bragging about this big event, that is, the world's first Adidas flagship store officially opened in Tianhe square, Guangzhou.

Maybe we've seen so many different kinds of Adidas stores, but when it comes to stores for football products, this is the first case in the world.

From this we can see that China's football market is bound to be a very important puzzle in Adidas's future strategy.

Adidas has many famous football spokesmen. Messi, Suarez and Baer are among the best.

But the most important one should be Beckham.

Adidas and Beckham have been working together for twenty years. For both sides, they have been sticking together for a long time.

The choice of Beckham for the campaign is enough to see Adidas's attention to this landmark move.

Beckham has a lot of connections with Chinese football. In 2013, Beckham briefly served as the image ambassador of China Super League.

In recent years, many times have come to China to take part in activities.

I am afraid there is no better candidate for football flagship store to compete for attention from the European Cup than Beckham.

Before the war in Europe, Adidas and

The contest started quietly.

Adidas wants to use the European Cup to bring the new football boots Mercury Pack to the market. For this reason, it also launched the theme marketing activity of "First Never Follows".

Just like Nike launched the short film of soul swap, Adidas invited its stars Mesut Ozil, Suarez and Bo Ba Ba to take the European Cup themed ad of "second you".

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Although the whole marketing campaign is based on the European Cup, its scope of publicity can not only be confined to the European Cup, but China has also become another important propaganda position.

On the 10 th of this month, mercury series boots were also released in Sanlitun, Beijing, which also announced the opening of the Adidas 3V3 football challenge.

Not only did Yu Dabao, Song Boxuan and other Beijing Guoan players take part in the day's activities, but also ushered in a mysterious guest, who played the role of NBA Portland pioneer's star Lillard, and he was also a signboard spokesman in Adidas.

And the unveiling of the Adidas Guangzhou flagship store is part of the "second you" thematic marketing campaign.

Why do you choose to open a flagship store in China? It should be said that this is closely related to Adidas's soccer strategy in Greater China.

At the beginning of last year, Adidas and China's team ended more than thirty years of cooperation. Instead of Adidas becoming China's team sponsors, it was Nike, together with the long-term cooperation between Nike and China Super League, so that Nike had completely controlled the top Sponsorship Resources of Chinese football.

Adidas has shifted the focus of the Chinese market to store operations and the development of women's markets.

Facts have proved that such strategic adjustment has made Adidas fruitful.

Last year, Adidas gained more than 2 billion euros in revenue in the Chinese market, more than doubled in 2010.

In the first quarter of this year, Adidas continued to push ahead in the Greater China region, with sales rising by 28% over the same period last year.

Now, China has surpassed North America and become the second largest market of Adidas.

It is not difficult to understand why Adidas pays more attention to the Chinese market.

In fact, more than Adidas, such as Nike, Under Armour and many other brands are stepping up their pace in the Chinese market.

From the beginning of this year to 2020, Adidas is a new five year cycle. During this period, Adidas plans to expand the number of stores in China from 9000 to 12000.

The birth of the football flagship store has also provided new ideas for Adidas. Football will still be a trump card for Adidas in the Chinese market.

Since the beginning of last year, with the pformation of football and the influx of capital, Chinese football has seen a flourishing scene. In particular, many new plans have been put forward for the construction of football infrastructure, among which the development of campus football is a very important aspect.

And Adidas has begun to focus on investment in China's campus football, because it knows that only if Chinese football develops well, can the market really become active.

As Gao Jiali, director general of Adidas group Greater China, said at the launch of the flagship store, the opening of the flagship store is an important milestone for Adidas and Chinese football. It highlights the maturity of Chinese sports.

"This great leap forward not only shows our strength in market development, but also reaffirms our commitment and commitment to promote the development of Chinese football.

There is no doubt that we are the leading brand of football. Under the guidance of the strategy of "Greater China in 2020, we will continue to work hard to win the new business."

According to Fitch international, a leading international rating agency, by 2020, the size of China's sporting goods market will increase from 100 billion yuan in 2015 to 300 billion, while overseas industry tycoons will become an important driving force for growth.

As Adidas's global capital expenditure this year is estimated to be 750 million euros, China will undoubtedly become a major market for investment.

Amid the upheaval of Adidas group, the Chinese market can always bring exciting news, which has also become an important position for its pformation.

The strategy of strengthening the status and retail business of various categories, focusing on developing market segments and cultivating terminal consumer markets has gradually emerged in China.

The opening of the flagship store is the important implementation of this concept. In fact, there is another guest on the same day. She is the spokeswoman for Adidas's women training category, Janine Chang, so we can see the purpose of Adidas.