Adidas wants to move Nike Li Ning's "cheese"

Adidas smiled.

After defeating Nike and Li Ning, with a bid of 1.3 billion yuan in price, Adidas won the last precious seat of the partners of the Beijing 2008 Olympic Games. Take the Olympic shuttle and seek for the first brand. Adidas is proud. "I hope Adidas will become China's first brand in 2008. Before 2010, China's sales will reach 1 billion euros." Heiner, Adidas' global president, described his grand blueprint.

It is predicted that at the end of the 2008 Beijing Olympics cycle, the output value of the Chinese sports industry will be close to 30 billion yuan. The broad market prospects of China's sports industry have caused various businesses to spare no effort in fighting in China and split this big cake.

At present, the top three sports brands in the Chinese mainland market are Nike, Adidas and Li Ning. With the approach of 2008, the competition among the top three in China will also become increasingly fierce. Adidas wanted to be a big brother. Nike, the world's No. 1 sports brand, and Li Ning, a Chinese national brand, were not at liberty. Three major hegemony, see the move, each show supernatural powers.

Nike: A ride away

Recently, the registration of the "City Basketball Master - Street Basketball Challenge" organized by Nike is underway. Close to 2008, Nike launched such sports marketing activities in Beijing, can not but exclaim.

Nike's founder, Knight, once told the Chinese market: "China has 2 billion feet! We want to get them all to wear Nike!" Nike is currently the No. 1 brand in China's sportswear market and the coolest among Chinese consumers. The brand enjoys a high reputation among young people.

For more than 10 years, Nike has spared no effort to promote its localization strategy in the Chinese market, starting from the most basic target consumer groups and striving to achieve stability. In the cultivation of consumers, the establishment of channels, and the shaping of brands, Nike's long-term investment can be said to be beyond anyone's right. The success of Nike is attributed to the long-term cultivation and maintenance of brand image and marketing activities of “Celebrity Endorsement”.

After entering China, Nike successively held a series of activities such as the three-on-three football match, the first three-on-three basketball match in China, and the four-on-four youth football open game. Nike has spared no effort to develop China's youth sports. It has cultivated a group of target consumer groups and has laid a deep mark on the young generation of consumers. In China, the basic values ​​of Nike's personalization, creativity, dynamism, vitality and leisure cater to people's consumer psychology. To a certain extent, Nike has become a symbol of popular culture and has become the point of reference for the cultural identity of consumers.

Nike is a company willing to invest in the future. What Nike is most willing to do and do best is to cultivate the stars of tomorrow. In 2004 Nike was widely praised by the industry for its successful planning of the Liu Xiang series of events. Because he lost Yao Ming, now the most popular sports star in China, Nike signed China's next rookie, Yi Jianlian, who is expected to enter the NBA. Nike's spokesperson cooperation model of discovering "stars of tomorrow" and cultivating "stars of tomorrow" not only made the public believe that the achievement of these celebrities was closely related to Nike's efforts, but Nike also got a lower cost. Image endorsement opportunities.

Nike is not a partner of the Olympic Organizing Committee. However, since entering the Chinese market in 1982, Nike has been working with the General Administration of Sport of China and is a partner of the Chinese Olympic Committee. At present, Nike has sponsored and supported 24 sports associations in China, including 21 participating in the Summer Games, including track and field, football, basketball, taekwondo, beach volleyball, swimming and tennis. Nike provides clothing for athletes of these associations. Shoes and some technical support. People in the industry believe that the athletics, swimming, basketball and other projects sponsored by Nike are likely to win gold medals, which means that Chinese athletes who wear Nike sportswear participate in these competitions will be more concerned about the degree of attention, frequency comparison many.