Adidas, Nike and Li Ning: New "Warring States" in the enclosure

Adidas is in action, although this is not fast.

According to relevant personnel of CCTV, in mid-June, the signs of Li Ning, such as the long squirrel tail, will gradually disappear from the costumes of the host of the CCTV Olympic Games channel for a period of approximately 3 months.

This three months is exactly the time for the July sprint of the Beijing Olympics, August and the Paralympic Games in September. It is the biggest three months of Li Ning Biao’s marketing value.

On the Other hand, Nike, who owns more than 20 Chinese National Team's apparel sponsorship rights, suddenly found out that the sword of Damocles, which is certified by the Beijing National Sports Goods Quality Certification Center (abbreviated as NSCC), is now Hanging above the head. Later, only through the related certification of the company jointly funded by the relevant departments of the State Sports General Administration can it be qualified to become a sponsor of China's national sports teams.

Adidas, Nike, Li Ning three British war Lü Bu (Olympic Resources), or Adidas one stone two birds, while playing Li Ning, while hitting Nike? The story behind us we do not know. But what is certain is that with the approaching date of the Beijing Olympic Games on August 8, Adidas’s sponsors’ rights and interests are constantly releasing unprecedented power.

Anti-hidden marketing: Adidas' underestimated "ambition"

Li Ning Biao has put on the CCTV Olympic Games channel and has always been seen by the industry as the Olympic marketing of the largest sporting goods company in China.

At the end of 2006, Li Ning eventually missed the Beijing 2008 partner because of his unmatched adidas. As Nike, who is also known as Adidas' "double giant", does not seem to be keen on the official sponsorship of the Olympics. They even chose to withdraw from the sponsorship rights race ahead of Li Ning.

However, Li Ning, who once held 14 world championship records for Chinese gymnasts, has also established Li Ning Company with a deep network of contacts in the domestic sports industry. Soon, Li Ning announced that it would start in 2007 and will continue to sponsor 2008 CCTV Sports Channel (in 2008 New Year's Day changed to the Olympics Channel) moderators and costume reporters. Li Ning's "non-sponsor" Raiders thus opened the curtain.

Since then, a number of survey reports since 2007 have shown that the Li Ning brand has been ranked as an official sponsor of the Olympic Games by the consumers and has always ranked at the front of the survey.

In sharp contrast to this, although Adidas is an official sponsor, its marketing has always been considered as lacking in sponsorship resources: Although there are Chinese women's volleyball teams and Chinese football teams, Nike has more than 20 Chinese national team's match apparel sponsorship rights. Li Ning has four teams of Chinese gymnasts such as gymnastics, table tennis, shooting and diving. On the spokesperson, Jia Jia, which Adidas pushed, did not even qualify for the national diving team's Olympic Candidate; as for communication with the media, think about it. The traditional way of thinking and style of doing things of the Germans is enough to understand how the media has had a headache for interviewing this Beijing 2008 partner.

However, Adidas never covers his ambitions. Herbert Heiner, chairman of the group, said in an interview with Dresdner in March 2007 that the company regards Asia as the largest growth market in the next few years. By 2010, the group’s turnover in Asia will be The 2 billion euros increase to 3.5 billion euros. China is Adidas' most important market in Asia. By 2010, Adidas will achieve a turnover of 1 billion euros in China. To this end, Adidas will increase its Adidas and Reebok stores to 5,000 and 2,000 stores in the next three years.

"At the end of 2007, of the major sporting goods companies, Li Ning had more than 5,000 stores in China, but its sales were only over 4 billion yuan; Adidas wanted to reach the Li Ning Company with the same number of stores. ~2.5 times the operating results, the difficulty is not small." An industry veteran told reporters, Adidas currently has about 3,000 stores in the country. However, taking into account the recent Nike and Adidas products have a price reduction trend, while the store has basically covered the major cities in the country, in order to increase the number of second and third line stores in 2010 to achieve 1 billion euros in sales in 2010, the situation is not like Herbert Hainer thought so optimistic.

However, Adidas is indeed in action, and it is around the identity of its official Olympic partner.

Li Zhinu, a senior manager of the Adidas 2008 Olympics project, revealed that Adidas has always had a brand protection team that communicates with law enforcement agencies to protect the interests of the company. For the 2008 Olympic Games, Adidas believes that there will be many unforeseen emergencies. Therefore, Adidas will have great strength in anti-implicit marketing activities. In addition to day-to-day brand protection team work, Adidas will set up a separate team to cooperate with the anti-implicit market department of the Beijing Olympic Organizing Committee to protect their brand interests.

"Before sponsoring the Olympics Channel, we consulted with various parties, including some Olympic law research institutions, and we have a contractual guarantee for cooperation with CCTV. However, taking into account that the Olympic Games Channel is the official channel of the Olympic Games, Li Ning and CCTV have a We have a long-term good relationship, so we are also communicating internally. The sponsorship cooperation with the Olympics channel may be suspended for three months.” Li Ning’s related person stated that the specific negotiation between Li Ning and CCTV is under discussion, but it can be guaranteed that The trademarks of competitors including Adidas will not appear during the period when Li Ning Biao disappears, nor will they appear on the relevant hosts and photo reporters of the Olympic Games.