Adidas's Olympic strategy is a bit overhanging China's performance than Nike

Adidas has become an official sponsor of the Beijing Olympics very successfully and has made a battle with its main competitor Nike in the Chinese market. Nike kept the silence with great interest. They knew that responding to Adidas's actions at this time was equal to promoting the brand expansion of the opponent from the front.

What confuses the brand experts is that Nike’s cool performance is not a passive choice but a strategic choice that has long been premeditated. According to common sense, Nike should compete with Adidas for sponsorship qualifications, but what people see is that the Chinese domestic brand Li Ning is participating in the competition. Nike has completely taken a stance on the sidelines.

Obviously, Adidas executives were very disappointed with Nike’s cool performance. In order to stimulate competitors, they publicly called out in the “Wall Street Journal”. Their goal is to exceed Nike’s share of the Chinese market before the 2008 Beijing Olympics. . Adidas CEO Haina said Adidas will be the leader in the Chinese market in the next two years.

Nike still refused to respond to such open provocations. They just provided a report card, Nike CEO Parker said in a recent report, Nike has more than doubled in the Chinese market in the past two years, has far ahead of the closest competitors, And the gap continues to grow.

What's bad is that Nike simply doesn't mention Adidas. They only say "the closest competitor." It seems that Nike seems to be more proficient in the duel tactics of Chinese martial arts culture, that is, when the two masters make a move, whoever moves first will reveal flaws. Now, Adidas has made a move and has to wait patiently for his opponent's performance.

In fact, brand experts all over the world are waiting for Nike to make moves. Everyone understands that there is no more important stage than China's big market. It is entirely predictable that this decisive battle may be the most intense brand battle ever. Who can't afford to lose in this market.

For now, Adidas is not as good as Nike in the Chinese market. Adidas would like to use the 2008 Beijing Olympics to overturn and achieve the goal of surpassing Nike before the Olympic Games. It seems to be a little overhang.

Experts generally believe that the contest between the two major brands is in the Olympic stadium. They will fight for the Olympics podium like athletes. At that time, the Chinese audience's attention was focused on the gold medal, and the media's repeated shots will also be the podium. The frequency of the emergence of the logos of the two major brands will also be determined by the number of cards that the respective players represent.

However, experts found that Nike-sponsored sports teams are more likely to win gold medals. There aren't many athletic teams left to Adidas who are easy to score. In particular, the Chinese football team sponsored by Adidas is a double-edged sword. In this year's World Cup, Adidas has tasted the bitter taste brought by this team that has not been able to qualify.

If this team is still unsatisfactory at home, adidas will have to endure the negative consequences of its brand being linked to the dejected image. It is precisely this fear that such bad consequences will result from top brands such as Coca-Cola and Philips. Discarded this team. Of course, if the team achieved a good record based on the home court advantage, Adidas may actually be able to achieve amazing returns.