Adidas VS Nike: The most special Olympic marketing PK

"Heard that Nike signing of the 'Fan Paopao'!" Since June, the network began widely rumored that this news, a few days after Nike Yanci denied. Nike and Adidas is now marketing the Olympic sprint stage, the visibility of the two sides have been seeking to achieve extreme levels. But in many people are concerned, in the "Guidian Zi", Nike seems to be superior.



I am afraid that no more than the Adidas sense of crisis partner of the Beijing Olympic Games. Adidas was born half a century later than the earlier Nike into China, and currently about 30% of the market share in China's sports shoes market top boss. Adidas brand awareness in China's less Nike, and even from the 1930s onwards on the glorious history of the Olympic Games sponsorship seldom been known.



Nike and Adidas of the special PK, not only has a bearing on China, but also has a bearing on the world. As early as in early 2007, Adidas chairman and chief executive officer赫伯特海纳on that, in 2010, Adidas in China is expected to reach 1 billion euros of sales target, and pulling through the Olympic Games, 2010 Adidas, the global sales expected to reach 10 billion euros. Adidas and the current sales in China only about 5 billion yuan.



Adidas most anxiety is that it is "the Beijing Olympic Games partners" title pay about 100 million U.S. dollars, and the Olympic Games in Beijing, China 28 big projects in the 22 team will be dressed with resistance G signs of sportswear and sports shoes entries and will be frequently broadcast on television.



This is bound to be a stimulating Doude Zhu Games - Adidas is the "landlord", Nike has received a good card. In order to be their common regarded as "second-largest market," the Chinese seize the initiative, in order to do, "Yuan Taitou," Adidas using every skills. However, the deal with Nike this "old Huatou", is not that simple.



PK positive



"Let us look at the Nike surprised face it." November 30, 2007, with Adidas Greater China Managing Director of the Hong Bowen shouted out, blonde Olympic project director Erica and the District vice president of the Chinese market Bi-yuan passionate and looked out of the meeting room, they went straight to his Huadengchushang convened in Beijing Yongding Men Chenglou.



In order to achieve the grand objective of赫伯特海纳, from the beginning of the end of 2007, Adidas marketing battle to enter the Olympic battle, Albert Po-yuan and Erica nerves are a closely Beng, they inadvertently vacation, playing golf, not even among Down goods for coffee, even an interview with reporters, also controlled in a very short period of time.



This evening, Culture and Sport in Yongding Men Chenglou Bowen started brewing on two years of 08 Olympic Games - "nothing is impossible in 2008." At this time of Erica and Albert Po-yuan finally Songlekouqi. Two years in the planning of the Olympic marketing team of more than 10 theme planning, in the discussion, PK and continuous improvement in the birth of the optimal programme. In the eyes of Albert Po-yuan, almost 08 Olympic plans Adidas in China is to decide whether the marketing success of the Olympic Games the biggest trump card.



From then to now, the "nothing is impossible in 2008," the ads are frequently coming out in major media, bus stations, the MTR. Albert Po-yuan, told reporters that in order to create Feng Kun and Zhao Ruirui, Hu Jia, Sui Feifei and Zheng Zhi, such as in the unity of the Chinese people under the best of moves to complete the lens, Adidas brought together the United States, Europe, Brussels, and other points The companies have an edge resources, to take the technology and Hollywood blockbusters produced in the United States. And creativity from Adidas Greater China and cooperating with them in the long TBWA advertising agency. "To a collision of inspiration, we challenge each other."



In addition to advertising, Adidas also hope to win the eyeball with outdoor activities. December 8, 2007, in Shanghai, Nanjing East Road, Century Plaza, the same Adidas sports all kinds of interesting interactive games and high-tech experience into the lives of ordinary people. In January 2008 the majority of days, the Beijing Wangfujing pedestrian street are all over the Adidas outdoor advertising and experience center. Every day, men, women and children wearing Yurong Fu Paizhaochangdui waiting in the cold wind at 3到4:00 Adidas only one hour of outdoor activity experience. Many overseas visitors, in order to obtain a template and Hu Jia, like the diving photos or Jichuan Adidas key chain, is willing to leave valuable time on behalf of the Adidas Olympic experience. Similar outdoor activities are still in Xi'an, Qingdao, Guangzhou, and other places started. According to Albert Po-yuan said that participants in nearly 50 million people.



In the frontal battlefields, Nike is hardly defenseless's influence. The lack of a partner of the Olympic title, it difficult to take large-scale outdoor activities to promote Nike and the Olympic ties. Adidas is the best of luck and, in June 2008, "nothing is impossible with the 2008" themed ad also won the Cannes International Advertising Festival awards. Albert Po-yuan, this award for the world, more people understand that the Olympic spirit of solidarity of China and Adidas in China's influence.



Star Running out of Time



July 2006, Liu Xiang broke the 110-meter hurdles world record on the second day, Nike China's wear boutique shop on the promotion of the shirt; August 2007 world championships in Osaka Liu Xiang achievements "Grand Slam", the resistance Grams of development on the same day to design a "Raymond" T恤. Nike director of the Greater China market Pan Jianhua said, "our long-term goal is to Liu Xiang in 2008 to send a voice on behalf of Nike." Nike ads are the latest show by Liu Xiang focus, and then a "Who Am I" and trigger more young people to put their own personalized labels.



Although a weapon in the hands Adidas, Nike Shuaqi Polaris makes Bowen Kang unrest. Over the past year, Nike Zuan the primary Liu Xiang and Yao Ming, the primary busy four Taobao, the "guerrilla warfare" play dynamic.



Adidas and the battle by nearly 10 Olympic Games, Nike CEO Makepake the Olympic marketing has long glance in the chest. Especially in the Beijing Olympic Games, Nike and Adidas advantage almost the same as the obvious - the latter a partnership of interests, the former athletes are more resources. Adidas in almost all the energy invested for qualified partners at the same time, Nike cover of Chencang with 22 Chinese sports teams signed an agreement to provide their competition clothing and sports shoes.



Insiders comment, this is resistant to the insurance Galouzeau tying a rope - in 22 teams, no matter which athletes won the gold medal, he dressed in Nike logo game screen will be repeated intervals. Although Adidas also immediately keep up, and scored all staff of clothing and athletes receive clothes, but I am afraid that the replay number of awards and competitions itself far.



Resources ace Liu Xiang and Yao Ming Nike is the largest gains, but also is the biggest risk, after all, can not guarantee their performance in the Olympic Games will be excellent or even win the gold medal. However, according to observers of the feedback, Adidas hands of the five "2" Di Buguo Nike seems to be the two "Wang." Moreover, with Hu Jia, Sui Feifei of the wounded, the Chinese Football Yijuebuzhen, Adidas star strategy to enlarge the risk. Although Nike also encountered a similar situation - Yao Ming injured, but at least it can use to Liu Shijin.



In fact, the use of American culture and ace to conquer the consumer is the star of Nike's killer reach. In the 1970s and 1980s, Nike is relying on to Jordan and Lewis as the representative of American culture at one stroke the Adidas scored the home European market.



"In the eyes of Nike, Liu Xiang and Yao Ming is China's Michael Jordan and Lewis - their outstanding achievements, unique personality, and moderate people, for the majority of Chinese people like." Nike has worked in the former Rui ( Shanghai) Business Advisory Council, vice president Frank said.



It seems that some in the industry, there is more ferocious Nike a move - Adidas to be the star when the Olympic Games, Nike just不干, it must create something out for himself a star. June 2008, some on the Li Ning will buy Nike or seen the news media. People to look at first - the first sports brand local enterprises will soon be acquired, everyone on the Olympic marketing attention to the acquisition rumors, for a time, speculation, feedback,辟谣, much hubbub. What aspects of the final Nike said no, although it has said what.



Although Adidas in China lack of a "trump card", but it outside the region in China active. June 13, 2008, Cuba's Luo Bosi 87 to 12 seconds to break the achievements of China's Liu Xiang maintain the men's 110 meter hurdles world record. In addition to China, Adidas, in many countries have done Luo Bosi break the record of celebration activities, particularly in Cuba local, Adidas will be the excitement of Cubans to a climax. As Adidas said in the Olympic Games is the world's people here, but the Olympic marketing of different countries must be differentiated.



Chinese elements



In front of the PK, Adidas and Nike Geban winning or losing. Reward and the third round of the war, this time than is the "Who will be the Chinese elements."



2008, Adidas has become the corner of the Olympic park hobby. Have the words "China" and "Beijing 2008" China and India as well as the Adidas sportswear in a prominent position, and the use of Xiangyun, the traditional dragon and bright colors. An Adidas Daogou Yuan said that the clothing is light, but a really good sales. Adidas design of the Chinese athletes also receive clothes Zhuishang the rich and the Chinese Olympic-style Xiangyun logo.



Adidas in order to show the enthusiasm of the Chinese culture, in January this year the Olympic Games staff and volunteers at a news conference clothing, Adidas also ingenuity to the T-Taiwan replaced the traditional Peking Opera stage.



Nike is only the sword Zoupian front, play the creative licence. Early this year, Nike launched a new "golden generation" series, Xu Haifeng, Lang Ping, Zhu Jianhua three veteran athletes in the 1984 Los Angeles Olympics, the inspiration for the story, 1984 retro design movement for a culture products. Health and warm people's hearts so many that the basic design of clothing for extra copy of the 1984 track and field team of Chinese clothing, to the bright red flag, the emperor primarily gold and blue campaign color, bright yellow chest of the "China" as if the word history The stigma.



According to a Nike Daogou Yuan said that this series is limited edition, many shopping malls and stores are not for sale. This, Frank that "Nike is mostly in the manufacturing gimmicks, from this perspective reflects Nike on the concerns of the Chinese Olympic spirit, rather than the pursuit of the 1984 series of products for sale. Because of Nike's main target group is 18-25 years old Young people, these "after 80" to "1984" is not impressed, let alone the many deep feelings, I am afraid, will not buy. "



Nike also took four years designing a series contains elements of Chinese signs, such as the dragon totem, the terracotta warriors and horses, Des Voeux first super hero, "up" and "forward", Wu Jiaoxing, 22 for the game against the Chinese sports apparel, To refreshing. Not only that, Nike has developed a dragon totem, the nest, and so the concept of the new sports shoes. A pair of black shoes, with Takifugu show that the dragon totem, cool shape once Netizen Reping.



In addition, to cater to Chinese consumers, the worship of technology, from the beginning of the end of 5, 798 Nike factory in Beijing organizing theme of "Baizhanbaisheng" exhibition. The exhibition hall, two rows of red Cuolayouzhi "Xiegui" in the history of placing the most representative of Nike shoes, with a hundred against introducing technology resistance. Many design and creative lovers flocked, they do not know who is the Nike and Adidas Olympic partners, but most of the dumping in Nike's technology.



From the opening of the Beijing Olympic Games less than a month, Nike and Adidas are Xianfengchazhen to display the "Chinese martial arts." Their creative shopping is behind the shopping capital. It is said that Adidas has sponsored more than pay the more than three times the amount of money on marketing, and Nike is also expensive.



The next month, sports planes PK will enter the match, each person will be referee. Frank said that through these rounds of PK, Adidas and Nike's style has revealed no doubt: Nike focus more on individuals, such as the personal performance of star athletes and successful breakthrough. Adidas and more team-oriented, the demands of the brand team to convey the spirit of cooperation. Nike focus on creativity, and Adidas more concerned about the consumer experience. Two styles which will win more market »the answer or will be announced.