Nike Addi sports brand competes in the Chinese market to grab the star position

On December 10th, in front of Shanghai Xujiahui Grand Gateway Plaza, Adidas released the “Designated Ball for the 2006 FIFA World Cup”. On the right side of the stage, a short little girl wearing a pale red sportswear was squatting while recording something. "You see her badge and forget to pick it up," reminded one Adidas employee. The reporter fixed his eyes and saw the original staff of the NIKE store.

Adidas and Nike, a blood flowing from Germany, were dressed in broad Brooklyn casual clothes and beaten all the way from abroad. Over the years, the contest between the two major sports cards has not stopped. In 2005, the desperate fight between the two parties was even more exciting.

Grab the stars to grab the sports team

The spokesperson of sports stars has always been the focus of competition for sports brands. From the classic case of Yao Ming's "Abandon Nike Ben Rebu" to Agathi, Adidas, Nike, and Liu Xiang, the combined effects of the first-line stars and brands have long been common. This year, the soul of Real Madrid - Robinho and Nike's contract expires only 12 months, Adidas has begun a series of confusing actions.

However, the long-term vision revealed by international sports brands precisely reveals their ability to discover stars and cultivate stars. When Liu Xiang only ran out for nearly 14 seconds, Zhang Ke of Nike's athlete marketing department did not leave him; but when Yao Ming had not gone abroad, he was also defied by Reebok for several years.

“They have never signed contracts for quick success, but instead cultivated their feelings until the other party was completely conquered,” said marketing expert Liu Hailong.

In 2000, after Tiger Woods was spotted by Nike, Nike CEO Philip Knight took no notice of his identity and personally went to the stadium to give the Tigers towels, drinks and clubs. Tiger Woods finally agreed to serve Nike as a spokesperson for golf products. He was worth 100 million U.S. dollars in five years.

Adidas and Nike internally have a team that serves athletes. Some of these staff members are retired athletes in the sports industry and are fully aware of the needs and personal circumstances of domestic athletes. "Tiger" is a little dissatisfied with the club and Nike will spend a lot of money to build it. Liu Xiang's feet are slightly uncomfortable. Nearly one meter high shoes design drawings are likely to be turned into scrap.

In order to win the approval of China's short track speed skating team, the two companies carried out months of snatching offensives. In the end, it was still won by Nike. "Actually, Nike didn't have ice sports products at the time. But Nike wants to seize this hill first." "Yao Zhi team" plans to relax and said, "The big brand's operation method is to look for the corresponding well-known athlete in a sports program or The sports team acts as a spokesperson for this type of product."

Zhang Chi said that athletes are always scarce for enterprises. "Each area is just a few people's attention. How to use and how to use it is very important."

Of course, the value of athletes is also limited. “It's impossible for every athlete to be always prosperous. Once athletes are no longer shining, or if the game is lost, companies have great risks.” Li Hailong said that the eyes of international companies are not just staring at ready-made athletes, but clearly understanding them. The temporary communication effect between the star and the customer. The age of relying on a star to support the brand is long gone.

Some Adidas and Nike departments even went into the junior team to observe and tap the small players who have potential but are not famous. “2008 is the time for the emergence of new stars at home and abroad. We are preparing for it.” said Zhu Chenxi, senior manager of Adidas China.

Invade each other's territory

Adidas's handcuffing this year is to introduce three NBA players such as "McLady" to the country for a tour. "Clearly wants to grab Nike's site." Li Hailong said.

The origin of Nike is the popularity of basketball in the Afro-American area. Nike has established a dominance of basketball products since he formed a "natural match" with Mike Jordan.

Zhu Chenqi did not shy away from talking about Adidas’ ambitions in the basketball market. "Our advantage has been in football products. Nike is now following this market very quickly. We must increase our investment in basketball while we cultivate our land."

Now adidas domestic basketball activities are endless. Adidas was born with an "iron cage rebound" advertisement and a street five-a-side basketball league. Nike is also planning its "2005-2006 China Basketball High School League".

In the eyes of most people, basketball is both relaxed and fashionable: two or three people can play together; derivative products such as clothing and shoes are suitable for young people's everyday wear. However, football is not the same, "usually more people are needed, and the average person will not often wear nail shoes to play on the street." Zhu Chen said that this allows the promotion of basketball products have a broader mass base. "The distance between the two companies in the basketball series is obviously much smaller than that in the football market."