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I am afraid there is no sense of crisis ??????? stronger partner of the Beijing Olympic Games.??????? born half a century later, Nike entered China earlier, and is now about 30% of the market share of the athletic footwear market in China ranked the boss. Adidas brand awareness in China of slightly inferior Nike, even from the 1930s to the glorious history of Olympic sponsorship also rarely known. Adidas and Nike, this particular PK, not only related to China, but also a matter of the globe. ? As early as the beginning of 2007, Adidas chairman and CEO Herbert Hainer had asserted in 2010, Adidas expects to reach sales target of one billion euros in China; and by pulling the Olympic Games, in 2010 global sales Adidas the amo cheap jordans for sale mens unt is expected to reach 10 billion euros. At present, Adidas's sales in China only about 5 billion yuan. Adidas most anxiety is that it paid approximately $ 100 million for the "Beijing Olympic Partner" title, and in the Beijing Olympic Games, China 28 major items of the 22 teams will be dressed in sportswear and sneakers with the Nike logo competition, and will be frequently broadcast on television. This is bound to be an exciting game Landlords - Adidas is the "landlord", Nike has got a good hand. In order to be their common regarded as "second-largest market," China to seize the initiative, in order to not "taken advantage", Adidas pull out all the stops. However, the deal with Nike this "old slick," is not so simple. positive PK "Let us look at the Nike surprised look it." November 30, 2007, as managing director of Adidas Greater China ????? bang shouting, Bi Po-yuan, vice president of the Olympic project director Erica and the Greater China market blonde passionate look out of the meeting room, the lights went straight men who called Beijing Yongding tower. In order to reach Herbert? Heiner's grand goal, from the end of 2007, Adidas Olympic marketing into the battle, Bi Po-yuan and Erica's nerves are stretched too tightly, they inadvertently vacation, Retro jordans for sale playing golf You can not even retired and sit goods for coffee, even an interview with reporters also controlled within a very short time. This evening, ????? on the Yongding Gate tower started brewing for two years, 08 Olympic program - "with the 2008 nothing is impossible." At this time Erica and Bi Po-yuan finally relieved. Two years planning their Olympic marketing team more than a dozen theme of planning, was born in discussing the optimal solution, PK and continuous improvement. In the eyes of Bi Po-yuan, nearly 08 Olympic program is to determine the maximum ace in the Adidas Olympic marketing success of China. Since that time, "with the 2008 nothing is impossible," the ads frequently appeared in major media, bus stations, subway. Bi Po-yuan told reporters that, in order to make Feng Kun, Zhao Ruirui, Hu Jia, Zheng Sui Feifei and so on to complete the exciting action in the solidarity of the Chinese people shot, Adidas brings together the advantages of resources to the United States, Europe, Brussels, and other branches, take Hollywood large technology and produced in the United States. The idea came from Adidas Greater China, as well as working with them long TBWA advertising agency. "In order to crash out of inspiration, we challenge each other." In addi Cheap air jordan 12 for sale online free shipping tion to advertising, Adidas also hoping to win the attention of outdoor activities. December 8, 2007, in Shanghai Nanjing Road Century Plaza, Adidas is also to a variety of interesting sports interactive games and high-tech experience into the lives of ordinary people. In most of the day in January 2008, the Beijing Wangfujing (36.07, -0.44, -1.21%, right) walk across the street are the Adidas outdoor advertising and experience center. Every day, men and women wearing a down jacket lining up in the cold waiting for 15:00 to 4:00 only one hour of Adidas outdoor experience activities. Many foreign tourists, in order to obtain as diving photograph and Hu Jia Ji Chuan Adidas template or key chain, willing to put valuable time on behalf of the Olympic experience left Adidas. Similar outdoor activities is still Xi'an, Qingdao, Guangzhou and other places to start. According to Bi Po-yuan said that nearly 50 million participants. In the frontal battlefields, Nike is obviously difficult to ward off the power. The lack of a title partner of the Olympic Games, it is difficult to take large-scale outdoor activities to promote Nike and Olympic ties. Adidas has good luck continued, in June 2008, "with the 2008 nothing is impossible" themed ad also won the Cannes International Adv Retro jordans for sale ertising Festival awards. Bi Po-yuan believe that this award so that more people in the world understand China Olympic spirit of solidarity, as well as Adidas influence in China. Running Star in July 2006, Liu Xiang broke the 110 meters hurdles world record of the day, Nike China store clerk put on a promotional commemorative T-shirt; August 2007 Osaka World Championships Liu Xiang after the achievement, "Grand Slam", the same day on the development of Nike designed the "Raymond" T-shirts Nike Pan Jianhua, director of the Greater China market, said, "Our long-term goal is to be able to represent Nike in 2008 to convey a voice. Liu Xiang," the latest Nike ad is to show the focus by Liu Xiang, then the sentence "Who am I", caused teenagers to own more personalized labels affixed. While Adidas imperial sword in hand, Nike Shuaqi Bora Bowen Kang also made uneasy. Over the past year, one hand clutching a Nike Liu Xiang and Yao Ming, one hand busy four Taobao, the "guerrilla warfare" play lively. Adidas battle of wits nearly the tenth Olympic Games, Nike CEO Mark? Parker on Olympic marketing has long been clear in the chest. Especially in the Beijing Olympics, Nike and Adidas superiority almost as obvious - the latter have equity partners, the former have more athle Cheap air jordans for sale tes resources. In almost all the energy to invest in Adidas for Partner status, while Nike cover of darkness with 22 Chinese sports team signed an agreement to provide their competition clothing and shoes. Insiders comment that this is simply to resistant gram tied a safety rope - in 22 teams, regardless of which player won the gold medal, he was wearing Nike logo screen will match He was repeatedly replayed. While Adidas also flew keep up, he scored all staff clothing and athletes receiving awards, but I'm afraid awards replay number far less than the game itself. ace resources and Yao Ming, Liu Xiang, Nike's biggest bargaining chip, but also the biggest risk, after all, can not guarantee that they will be outstanding performance in the Olympics and even won the gold medal. However, according to feedback watchers look, Adidas in the hands of five "2" seems no match for Nike's two "king." And with Hu Jia, Sui Feifei's wounded, depressed Chinese football star strategy risk Adidas magnified. Although Nike also encountered a similar situation - Yao Ming injured, but at least it can be hard to use Liu Xiang. In fact, with the American culture and ace star to conquer the consumer Nike has always killer. The 1970s and 1980s, Nike is relying on to Jordan and Lewis as t Cheap air jordan 12 ovo he representative of the American culture has captured the Adidas's home European market. "in Nike's eyes, Liu Xiang and Yao Ming is China's Michael Jordan and Lewis - their results as outstanding, unique personality, and gentle man, for the majority of Chinese people are like," I worked at Nike former vice president had sharp (Shanghai) Business Consulting Co., Ltd. Frank said. In some industry view, Nike, in fact there are more ferocious trick - Adidas to become a star of the Olympics, Nike happens to quit, it must manufacture something out to get yourself a star . In June 2008, something about Nike, Li Ning news or will acquire seen in the media. People gaze suddenly turn - local businesses to be acquired first sports brand, everyone's attention turned to the Olympic marketing takeover rumors for a time, speculation, feedback, rumor, created a hubbub. Nike did not say what the final terms, though what it said everything. While Adidas in China lack the "trump card", but it is active in the region outside of China. June 13, 2008, Cuba's Robles 87 to 12 seconds broke the Chinese player Liu Xiang kept 110m hurdles world record. In addition to China, Adidas in many countries we have done Roberts broke the record of celebration, especially in Cuba native, Adidas activities will Cubans excited climax. Just as Adidas has said, the Olympics is gathering people around the world, but in different countries must be differentiated Olympic marketing. & nbsp; & nbsp; & nbsp; China elements in front of PK, Adidas and Nike winners and losers half. The third round of the ring and go to war, this time is more than "Who will use more Chinese elements." 2008, Adidas counters became Olympic enthusiasts paradise. Marked "China", "Beijing 2008," as well as China and India Adidas sportswear in a prominent position, and use the clouds, dragons and bright traditional colors. An Adidas Purchasing Guide said that these clothes are small, but very good sales. Adidas designed Chinese athletes receiving awards also laden with rich Olympic and Chinese-style cloud patterns. In order to show Adidas passion for Chinese culture, at a press conference on January Olympic Games staff and volunteers apparel, Adidas also ingenuity to the T-Taiwan replaced the traditional opera stage. Nike can only sword easy road, we played cards creative. Earlier this year, Nike launched a new "golden generation" series, Xu Haifeng, Lang Ping, Zhu Jianhua story of three old athlete at the 1984 Olympics in Los Angeles for inspiration, to design a 1984 retro cultural sports products. So many people are born kind, style clothing design the basic copy the 1984 Chinese track and field team clothing, with bright red flags, primarily imperial gold and blue color movement, chest bright yellow "Chinese" word as if history mark. According to a Nike Purchasing Guide, said the series is a limited edition, so many malls and stores are not selling. In this regard, Frank believes that "Nike is mostly in manufacturing gimmick, from this perspective reflects Nike's focus on China Olympic spirit, and not really the pursuit of sales 1984 series, because Nike's target group is mainly young people aged 18-25, The '80 'to' 1984 'no impression, let alone deep feelings, probably will not buy. " Nike also took four years to design a series of elements contain Chinese flag, such as the dragon totem, Terra Cotta Warriors, auxiliary first superhero, "up", "forward", five-pointed star, etc., for 22 Chinese sports teams competition clothing, and strive refreshing. Not only that, Nike has developed a new sneakers with concepts such as the Bird's Nest. A pair of shoes, the whole constituted by the shape of the surface of the nest of the network, once cool styling Lively users. In addition, in order to cater to Chinese consumers worship of technology, from the end of May, Nike themed as "victorious" exhibition in Beijing 798 years. Exhibition hall, the two rows of red patchwork "shoe" are placed in the most representative of the history of Nike shoes, along with 100 against the resistance of the process description. Many design and creative enthusiasts flock they do not know who is the Adidas and Nike Olympic partners, but mostly dumped in Nike technology. less than a month away from the opening of the Beijing Olympic Games, Adidas and Nike are must attack to play a "Chinese Kung Fu." Behind them is the shopping capital of creative shopping. It is said that Adidas has paid three times more than the amount of sponsorship money for marketing, Nike apparently spent a lot of money. The next month, sports PK planes will enter the deciding game, everyone will be the referee. Frank said that through these rounds of PK, Adidas and Nike have been snarky style: Nike pay more attention to the individual, such as the performance of the star athlete's personal breakthrough and success. Adidas pay more attention to the team, to convey the spirit of teamwork in the brand appeal. Nike focus on creativity, while Adidas is more concerned about the consumer experience. Two styles which will be more to win the market? The answer revealed soon.





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