Adidas Is Looking For Beckham And Wang Jianlin To Help Consolidate The Football Business.

After many years of cooperation with the Chinese Football Association, the veteran sports company from Germany

We hope to continue our football in China by other means.

The dominant position.

This summer, the helper he found was football star Beckham and Wang Jianlin, the chairman of Wanda Group.

In the past more than 20 years, retired British soccer star Beckham has been Adidas's brand ambassador and has visited China many times.

In June 27th, the former Manchester United and Real Madrid superstar attended the opening ceremony of Adidas's flagship store in Guangzhou.

This is Adidas's first flagship store in the world, located on the first floor of North Plaza, Tianhe square.

Fans can buy equipment from Adidas, Bayern, Munich, Manchester United, Real Madrid, Juventus, AC Milan and so on, as well as the exclusive stars of Messi, Baer and Pogba.

The store also provides hot stamping service.

Guangzhou, a major football city in China, has a strong Taobao Hengda Taobao football club.

As China's first pilot football development city, Guangzhou's youth campus soccer has also been booming in recent years, so Adidas chose to take it as an important base for its football business.

The next day for Adidas football flagship store platform, Beckham also appeared in Guangzhou Zhixin middle school and took part in a campus football activity of Adidas.

30 small players from Post Street Primary School, under the guidance of Tom Bayer, the technical adviser of the national youth football Office of the Ministry of education, are playing with the fans.

Football is the traditional strength of Adidas.

In the first quarter of 2016, Adidas's global revenue reached 4 billion 470 million euros (about 33 billion 420 million yuan), an increase of 17% over the same period, of which Adidas's revenue grew by 25%.

Taking into account the two major events of the Americas Cup and the European championship this summer, Adidas is bound to continue to consolidate its leading position in this traditional field of superiority.

In the first quarter, Adidas continued to maintain a strong momentum in the Greater China region, excluding exchange rate factors, and the quarter sales increased by 30%.

As an advantage business, football category is also one of the five driving forces of Adidas's "Greater China strategy" in 2020. However, since it has lost the sponsorship contract between China Super League and the Chinese national team, it has become a must to maintain the leading position of the brand in the Chinese football market.

Last year, Adidas reached a three year cooperation with the Ministry of education, providing support for school football guidance, teacher training, football skills learning in regular physical education classes and student summer winter camp activities. The goal is to help 20 million students from 20 thousand special Soccer Schools in China to incorporate basic soccer teaching into physical education courses.

In addition, Adidas has launched a Campus Soccer Teaching App, trying to help students improve their football skills, but also helps the PE teachers assess the progress of their students.

On June 27th, Adidas also reached a cooperation agreement with Wanda Group.

Apart from football, the two sides will also cooperate in other sports events and retail businesses, including Adidas's sponsorship of Wanda's World Triathlon Corp, which was purchased by US $650 million at the end of last year, in two events in China this year. It will jointly promote two sports of football and basketball at home and abroad. At the same time, Adidas's brand stores will also be opened in Wanda's commercial plaza.

Wanda Group is the top sponsor of FIFA and has 20% of Madrid's Madrid team.