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In China, the United States has lagged behind Nike German company, hoping to end a catch-up role in 2008, in the Beijing Olympic partners to pay huge sponsorship fee, it needs to immediately find the feeling to be the first. Start with one of the world's largest store. Adidas has just package under the Beijing Sanlitun street, a four-story house independent. The once famous bar street in prime locations, will soon become one of the most cutting-edge fashion mall Beijing. July 5, this is known as the world's first adidas Brand Center store official business. Adidas and its clover and Y-3, etc. all the crowd in this brand new 3300 square meters of space. For the Beijing Olympic Games designed sneakers were on display at the floor very prominent "Made for Beijing" space, Adidas 2008 Olympic project director Kerui Jia told reporters that the company's development team for the Olympic Games 28 major items of 43 different designs sneakers. Adidas seeking every opportunity to reveal their identity partner of the Beijing Olympic Games, which is it to win this game in the China's most important moments. Prior to this, the Olympic sponsor is plagued by frequent rival Li Ning and Nike hog the limelight. immediately after Li Ning, Olympic sponsors defeat in the bidding to obtain cooperation with CCTV, and the crystal with Li Ning brand logo onto the Olympic Channel host and reporter who photographed. Nike hands with a big star - Liu Xiang even put him on the cover of the company's annual earnings. In addition to the limelight of Liu Xiang, Yi Jianlian, Nike has sponsored 28 major items of 22 Chinese sports team. Li Ning also has a Chinese diving team, tennis team, gymnastics team and the shooting team four gold sponsorship of the popular team. Adidas sponsored sports teams are volleyball team, judo team and are not optimistic about the football team. This allows for a time many consumers can not tell who is the real Olympic sponsor. And with Hu Jia, Zheng Zhi, Sui Feifei, Retro jordans for sale Chinese women's volleyball team as the protagonist of "2008 together, nothing is impossible" Olympic-themed advertising, is the history of Adidas in a single market launch of the largest marketing campaign, even more than two years ago in Germany World Cup. This spending big money making Olympic advertising, although covered Beijing, Shanghai and other cities metro, and recently won the Cannes advertising festival Golden Lion award for outdoor classes, but its overall tone gray has been let the audience do not speak ill of their One. more ring true is that the selected Adidas spokesman in a series of Chinese athletes, there are a number of injuries due to poor performance or gradually leave people's attention. For example, the last Olympic men meter platform champion Hu Jia, who slightly melancholy temperament of some players almost missed the Olympics. With the Chinese soccer team once again to stop the World Cup, everyone, another spokesperson for Adidas Zheng enthusiasm also affected. Women athletes Ma Xiaoxu due to poor performance, basically did not how to play in the 2007 Women's World Cup, and this year's Women's Asian Cup, she is unsuccessful squad. These are enough to make the Olympic Games had wanted to enhance the popularity with Adidas feel depressed. Until July 1, a notification is not much in the hands of the executive power of China Advertising Association issued, only to regain Adidas pleasant mood. It provides from August 1 to August 27, the non-Olympic sponsors active in the ad may not invite to participate in the Olympic Games and the athletes, coaches and officials as a spokesperson. Many brands will be affected, including Nike, Anta and 361 & deg; and so on. And before the beginning of June, Beijing held a special conference in the Austrian group will appeal to prevent the Olympic stealth marketing, Li Ning's logo from the CCTV Olympic Channel host, reporter photographed the body and disappearing column. "We are very pleased," Kerui Jia like a relief, "BOCOG put the effort to protect the interests of the Olympic partners." Adidas has indeed for the Beijing Olympic sponsors paid no small price. By convention, the Olympic partners do not disclose their sponsorship amount, Ad jordans on sale online idas is no exception, but the wide spread Adidas price of 1.3 billion yuan to the seat before winning the argument, while the foreign media widely speculated that 80 million to 100 million US dollars is reasonable number. "Sports sponsorship is the core of the star, then the sports teams, the outermost is the tournament." Beijing too much of Zhu Xiaoming, president of sports marketing, said the reporter. In the just-concluded 2008 European Cup, the Adidas-sponsored teams defeated Nike-sponsored team finals, Adidas luck seemed good. But in the Chinese market, if you want it to do so by virtue of the Olympic defeat Nike, obviously it requires more than just luck. Adidas hopes more gains huge sponsorship fee, use the Olympics to expand its stores and branding program is underway. In early 2006, Adidas Global CEO Herbert? Heiner (Herbert Hainer) announced that at the end of 2010 out of 5000 to open stores in China, and now from this goal has been very close. All along, Nike and Adidas, and not to disclose the number of stores in the Chinese market, in August last year when Nike Wangfujing (market share it) opened China's first outlets, two independent estimates Each company in China about 3,000 stores. Adidas information provided to the newspaper shows that as of the end of 2007, it stores in China over 4000. Over the same period, the number of Hong Kong-listed Li Ning Company stores for 5233. "Nike is China has experienced over 50% growth," June 2007, Nike CEO Mark? Parker told Reuters, within a year, Nike's sales in China will exceed $ 1 billion. In May 2006 the end of the quarter, Nike's revenue in China was only about $ 600 million. Of course, the Nike company also benefited from the weak dollar within two years of the yuan. Adidas in the Chinese market in 2007 grew about 45% in revenue growth this regard, the two sides almost the same. In any case, the number of stores as good as Li Ning, the amount of sales face of Nike, Adidas desire 2008 does not seem so easy to achieve. And Kerui Jia believes that the Olympics is to show the Adidas brand image and innovative spirit of the best stage. As the Beijing Olympic partner, Adidas will provide clothing for all staff, volunteers and the winner. In opening the world's largest flagship store, the Adidas will then publish the final by winning the Olympic global collection costume design. In this flagship store, Adidas brings not only experience testing, personal customization, creativity and other fresh stuff, it is the line of the brand are focused to demonstrate this. In addition to the familiar Adidas and clover retro series, also includes cooperation with GUCCI designer Stella McCartney brand of the same name, in cooperation with fashion brand Diesel "The 10 ways" jeans, adidas Golf, the Porsche family and high-end independent brand Y-3. These high-end brands are usually expensive, pants a Y-3 is usually 1 to 3,000 yuan can be sold, Porsche Diesel jeans, sneakers and basic price should be more than two thousand yuan. as an Olympic sponsor Adidas also will accelerate the pace of expansion. In late 2008, Adidas plans to increase the number of stores China 5000, and by 2010, the adidas Group sales in China to break the one billion euros (about 10.87 billion yuan), opened 6300 stores and 1000 Adidas Reebok (Reebok ) stores. "We want to become the first Chinese sports brand in 2008." Bi Po-yuan, vice president of Greater China Marketing Adidas said. "We believe we have fully prepared, but our plans are being implemented." He looks confident. But expanding store sales also able to make simultaneous growth? Zhu Xiaoming that, despite Anta, Erke and other local brands in big cities like Beijing, Shanghai market did not seem great, but in the second and third tier cities they had occupied the position. "It is impossible to ignore by our strength, Nike or Adidas if you can not go in, it will be difficult to achieve sustained growth." Herbert? Heiner had previously announced that in China many county-level cities, Adidas has opened a store, and with the development of business in China, midrange and low-end products will be more and more into the market. In response, Nike's written reply to the newspaper, said: The company's focus on first-tier cities, hoping soon to the retail environment is relatively good second-tier cities development, and third-line market is currently not The primary issue, but in the long run still has a chance. Adidas Group in fiscal 2007 income of 2.254 billion euros in Asia (about 24.3 billion yuan), an increase of 11.6%. Nike's fiscal 2007 revenue in Asia, only $ 2.283 billion (about 15.6 billion yuan), but China is Nike's largest market in Asia, but also its second largest market outside the United States. Since Adidas annual revenue in the Chinese market has always been tight-lipped, the gap between it and Nike can not get an accurate answer. According to Nike said its 2007 fiscal year (ending by the end of May 2008) of revenue in the Chinese market is roughly $ 1 billion (about 6.8 billion yuan). Adidas expects its own 2010 annual revenue in China will reach 1 billion euros (about 10.7 billion yuan), so if you push back in accordance with its 45% growth rate, Adidas in 2008 revenue in the Chinese market should be more than 5 billion yuan (this does not take into account annual revenue growth rate and exchange rate changes and other complex issues, so this conclusion can only be used as a general reference). This data and "10 billion yuan gap" conclusion drawn before the industry had relatively consistent. At present, Li Ning and Anta in fiscal 2007 revenues were 4.35 billion and 3.18 billion yuan. If Adidas and Nike is only a difference of more than 10 billion yuan, then this is not really a big gap, but in order to achieve rapid growth in the Chinese market to catch up with Nike, Li Ning throw, Adidas also need tried various methods, including giving the product more attractive to young people. Currently, the Adidas brand will be divided into two series: Adidas sports performance (adidas sport performance) and sporty (adidas sport style). Among them, the athletic performance products provide 70% of revenue. Adidas is by a bolder market behavior to achieve its objectives, in cooperation with many fashion brands are more concentrated expression of this intention. It is trying to design and fashion sense to beat the competition. "Adidas created a dedicated sports wind sector, developed with clover series and other fashion brand-oriented market," Bi Po-yuan told reporters, "Through such as Y-3 collaboration, our competitiveness in the fashion industry has been very strong. " Y-3 Adidas and famous Japanese designer Yohji Yamamoto, co-founded the brand that in 2006 Y-3 to open its first store in China World Trade Center Beijing luxury converge. Bi Po-yuan also revealed TaylorMade Adidas plans to open a city in China - adidas Golf brand stores, in order to promote the company's retail strategy in China. Previously, Adidas golf products sold in some stores, a golf T-shirts are usually nearly a thousand dollars. Compared with Nike, Adidas brand image has long been more emphasis on the technical route to go, it's fame is closely linked with the design for the Olympic athletes sneakers. ? 1936 Berlin Olympics, Jesse Owens, the American founder Adolf Dassler adidas Dengzhe its special spikes to win four Olympic gold medals;? to the 2000 Australian boy genius Ian ? Thorpe wearing Adidas developed together piece swimsuit with a star athlete on the field. 36 consecutive years, Adidas has provided the World Cup ball game, this sponsorship will continue at least until 2014. 1972, Nike company, it is designed for ordinary people jogging shoes suddenly become an American favorite. Gradually, this appears to be more fashionable, younger, more individualistic dream doctrine of US companies beat Adidas to become the first sports brand in the world today. In China, Nike has recently started expanding Nike Golf brand stores, and its Converse brand to operate independently in the past two years to re-win the market. On another point, as traditional sports, like the United States and Germany, Nike and Adidas are often considered representing the basketball and football. Nike, the American heroism, liberal culture to the Chinese, and with the NBA's entry and expanding influence, through the development of Nike 3 on 3 basketball and other grassroots activities firmly grasp the Chinese younger generation, they is the sports brand's most powerful consumer groups. Adidas we recognize that, "no brother, no basketball," the subject of advertising in 2007 was impressive. After the 2005 acquisition of US firm Reebok, Nike and NBA signed which replaces the 11-year clothing sponsorship contract, it is also the sponsor of the NBA China Games. Nike football field to penetrate in the recently acquired British veteran of Umbro.