ke so good at "manufacturing business opportunities" in the market challenger. During the same period, especially as Nike, Adidas entering the Chinese market brand, market share is not only far better than Nike, which was too calm and cool "noble" style, leaving consumers to always feel "high is "" elusive ", the lack of an essential consumer affinity. However, Nike was able to rely on constantly updated products rebellious cowboy theme and the pervasive influence of brand image and moving young Chinese consumers (such as: Nike "Digital Man" has become one of China's most popular consumer era symbols). At the same time many new local brands Sheng average follow Nike model, in the "cowboys" in front of a mighty force, but also increased the Adidas this "noble" sense of loneliness and reduced Adidas market competitiveness. These are the main factors Adidas lost the Chinese market. Of course, Adidas in China can stick to nearly two decades of market defense, but also from China was special market environment. Adidas brand in the global market position in the high-end market, which every pair of sneakers are generally priced at nearly a thousand dollars or even a thousand dollars, for ordinary Chinese consumers, just a luxury. After all, is not the overall development of Chinese economy, but also allowed Chinese people are able to pull out one yuan to buy Adidas products (Nike once the price dropped to the public price, it is intended to expand the market share competition, ultimately failed. China local brand low-cost strategy is precisely to meet the Chinese consumer). Meanwhile, Adidas terminal network to super cities and a city mainly in the premium market and a market, Adidas sales space is very limited, which in addition to, and can not afford, or think no need to buy such products to consumers, the urban population spending power is also an important reason. 2), the defense strategy after the storm Adidas no longer has the "first leader" position in the sporting goods industry, has become an indisputable fact. Its solid brand foundation, product development capability and market capacity, the Adidas should not be so great there is always a distance with Nike. Competitive sporting goods market in the face of the rapid development of Adidas if we can not as a driving force of grief, can not narrow the gap with Nike that rivals from its current position in the cheap jordan shoes for men market may soon not be maintained, while the new Sheng up Chinese local brands and some international brands have begun to become Adidas another way invisible killer. coupled into the twenty-first century, China's sports industry has been rapid economic development, China has become a large international brand market fastest growing regional market, this is very real and possessed great development space Adidas market environment has continued to tolerate the loss and destruction, Adidas only take the initiative to accept the challenge, before winning back the brand vitality. In this regard, 2003 adidas established on the basis of the original market, the formal establishment of the new company unified management of the entire Chinese market work area. At the time, Adidas China, Hong Kong and Taiwan Greater China three branches merge promotion agencies, and look at ways to become one of the strategic development of global Adidas, Adidas also began to implement the strategy to develop an important signal storm. The general idea Adidas is: designed to take advantage of growth opportunities in Asia Pacific, to promote the complementary advantages of Chinese regional markets, accelerate the development of a global brand in the Asia Pacific region. The Chinese region into the important core of the global strategy, to change the past too conservative approach, to move from strategic defense strategic initiative, and the 2008 Olympic Games in Beijing brought the sports industry economic environment, expand market share and brand penetration, thorough a frontal attack on change-line brand and side impact offline Nike brand so as to Chinese Mandarin area for the future development of the core area led to the development of the Asia-Pacific region and even the world. Adidas basic reason for unified management of the institution in Greater China over the development of business ideas above, the following main elements of its market is very favorable: First, With the prosperity of China's national sport, China's sports industry will be greatly changed economic environment, the data show: By 2010, China's sports industry output will reach 28.12 billion yuan, it is considered second only to America's most promising sports supplies consumer market (Japan III). There is no doubt, if not quickly win the Adidas in the Chinese market today, two years later, only herald a new ro Retro jordans for sale und of global market failures. Second, is held in China for the Beijing 2008 Olympic Games will be the best opportunity to promote the brand sporting goods brand, he brought not only the brand in the Chinese region of pull and brand , but it involves the rapid expansion of global marketing. Third, with the rapid economic development of China's sports industry and mass movement of Chinese consumers have independent consumer awareness in the movement of products, further increase in spending power will not only increase the number of purchases habitual and constantly changing sports , whether high-quality sports products, the availability of high-tech has also become one of the most important criteria to select consumers. Finally, for Adidas, Nike, the two international sports brand, the real competitive environment, Nike in the global and regional markets are constantly ahead of Adidas, but would like to defeat Adidas, it is not easy to thing, because the relationship between Adidas and global sports and sports industry economic origins deep, with Nike as a global consumer and sports fields all have a memorable brand image, spiritual beliefs have become the two major sports development. Should be said that competition between them is more like a marathon race, there is always a mutual chase each other, the final victory remains to be the test of time. Whatever its market situation, but Adidas is still the position at the forefront of China's sports camp competition, its brand position and market influence more competitive brands and sports should not be neglected by the economic environment. Of course, Adidas unified Chinese zone management is its strategy to develop signal storm, the real power is still in its attacking brand strategy implementation steps are sufficiently strong and shock. Adidas, the world, it is China's Adidas. understand the Adidas brand colleagues should be aware that Adidas never a lack of outstanding high-tech products, because Adidas has always regarded the "movement science and technology" for the brand development and fundamental raw power, which is the Adidas brand is a long-term war of resistance sporting goods market, an important reason. As the brand in recent years developed the a3, T-MAC3, Y-3 and other technology in the use of the product in the global history of sports has epoch-making significance. Meanwhile, Adidas has used cheap foamposites constantly updated technology and improving product design capabilities. For example: In 2004, Adidas launched following the 2002 with shock-absorbing, guide, drive "triple energy management" concept launched a3 shoes, again with the launch of a revolutionary wearable, resistance to temperature, shock-absorbing "a3 ULTRA RIDE running shoes. " Adidas launched the same year "ClimaCool" series 360 breathable sneakers. 2005, Adidas in the global sports community caused a sensation in the world's first two-chip smart sneakers "adidas-1" on April 15th official visit to China, although the high price of 2,680 yuan, but still as many sports enthusiasts touted high-tech sports products. November this year, Adidas has designed for boxing legend Muhammad Ali and design ? scientific content includes fashion sports products, also has stores in China each OTC ...... As a long-term concern Adidas development of the author, always have been shaken by a strong R & D capability Adidas and high-tech products. I also have to say: in this regard in addition to the Nike brand, which is estimated to have no longer have the strength of the brand to compete with the Adidas. only Adidas can not be based on the strength of a solid product itself, further improve the brand penetration in the strategic defensive stage. So that Chinese consumers really feel "Adidas on the side," "Adidas is not just movement aristocracy, it is indispensable to the Chinese people, the quality of sports life partner." Here, you can He observed that since the Chinese district Adidas unified management business work, in addition to the introduction of high-tech sports products, its marketing has been Click to goal levels over China sporting goods industry continues to drive the industry throws out one sufficient economic Development storm bomb. 1), Chinese localization sports sponsorship in accordance with the business strategy of Adidas, said the integration of the branch if the same language area is a sign of the contents of its strategy of storm, then the giant Sponsored owned Chinese football is the first bomb Adidas Greater China region was established. Since 1999, Adidas will expire five-year contract with the Chinese Football Association signed in 2004, in order to let the market develop China region to have solid communication to promote local resources, Adidas was founded in China area agencies Tha 
t is in contact with the Chinese Football Association in advance of Time. Although the price tag, the Nike brand is also actively involved at this time, and the Chinese Football Association to open a high price to attract attention, but Adidas football after China market trends in the coming years to conduct a comprehensive analysis and forecasting, and ultimately out of the 500 million yuan of The six-year sponsorship deal in football bag. Meanwhile, the return of Adi available to greatly increase than before, including in China's advertising team competition venues, shirts copyright. After the signing of this new agreement, and the market by nearly a year confirmed: genuine team jersey, including jackets have become the new hot spot for Adidas product sales, especially Adidas "Falcon series "new soccer shoes also got the best localization interpretation. Also in the period 2004 to 2009, the Chinese team's game tasks include not only the 2006 World Cup, more important is the 2008 Olympic Games, which will have two events will be the Adidas brand strong resources in China in the region. More surprising is that lapse of less than a year, Adidas has carried out a record investment to 200 million yuan of funds and in-kind sponsorship of the Chinese national volleyball team, duration five years time. This figure is the national volleyball team a few times in the past to accept sponsorship. This is also the history of Adidas Volleyball largest sum. While Adidas has sponsored the Cuban women's volleyball team, the scale of Chinese volleyball team's sponsor, one stroke more than the sponsorship of the Cuban team. The reason Adidas heavily sponsored by the Chinese volleyball, which have a certain relationship with the Chinese women's volleyball team has long made success, the Chinese women's volleyball team's performance is China's major sports projects always been the best, the image is Very good, but "value" has been low, long-term is the "Phoenix sold a chicken price." Especially with the Chinese women's volleyball team in the 2003 World Championship again won the world championship in 2004 and regain the Olympic champion, China volleyball net worth soared straight up. Adidas sponsorship funds are willing to throw hundreds of millions of Chinese sports organization, in its China region also belong to the history of a miracle promotional campaign, I also think this is Retro jordans for sale a wise move, because to let Chinese people Especially young people love and buy Adidas products Adidas pyramid promotion model must be allowed to achieve localization of operation, only so we can move to the parent and Chinese consumers, otherwise they erected between themselves and consumers in the past, "lofty" "to Hope not, and "brand consumer barriers. 2), the Chinese people to develop a "gold" Policy - - Contact History 2008 Beijing Olympic Games Adidas Olympic long, the first Olympic Games in 1928 appeared over Adidas sneakers. And other sponsors Coca-Cola, VISA card and other difference is that Adidas sports products for the race played a role in icing on the cake, its new products, new technology can help some athletes get excellent results, even won an unexpected gold medal sport. 1932 first to wear Adidas shoes athletes won Olympic gold medals. Germany at the 1936 Olympics, Jesse - Owens record-breaking one person to get four gold medals, so enraged Hitler in the audience. Shot Owens wearing Adidas running shoes photo widely circulated in the world. However, promotional activities sponsored by Adidas Olympic and other major sporting events has been reflected in all other regions outside the Chinese market, the Chinese market and promote only play a secondary effect. Moreover, China also failed to achieve some like the Olympics, World Cup, the focus of this international event, adidas is no other reasonable ability of this grafting. As Beijing has been given the opportunity to host the 2008 Olympic Games approaching, Adidas really feel about to have this returning to the big event. 2005 ?? 1 24, at the Beijing Olympic Center, Beijing Olympic Committee, Wang Wei, executive vice president of Adidas Greater China CEO Sandrine respectively signed the cooperation agreement. Adidas (Suzhou) Co., Ltd. and Adidas - Salomon Group, the Beijing 2008 Olympic Games seventh partner. This means that all the Beijing 2008 Olympic Games and Beijing Paralympic Games staff and volunteers, technical officials and participation in the Winter Olympics and the 2008 Summer Olympics in the Chinese Olympic delegation will be wearing printed with "ADIDAS" sports logo apparel. The total value of 1.3 billion yuan sponsorship. One dramatic detail are: the Beijing Olympic Games sponsorship is between Adidas and Li Ning to expand China's domestic brands, Li Ning began to invest 1 bill cheap jordans for sale ion yuan wishes to obtain sponsorship, but still acquired by Adidas final victory. To be sure, the Olympic Games is the world's largest and most exciting sporting event, first held in 2008 in China, which will provide a unique Adidas platform, and then in China and throughout Asia establish a brand image and business Adidas. There is no doubt, according to Adidas usual acting style, the Beijing Olympic Games will become the core of the storm's strategic promotion tactics. To be able to win the opportunity to storm the strategy around the 2008 Olympic Games, Adidas and even preparing for this one, including global and local experts Adidas team of professionals dedicated to work for the Beijing Olympic Games, the purpose is to Beijing Olympics tailored products, equipment and technology. Although the Beijing Olympic Games as well as two years from now, but you can predict that: Adidas specifically for the forthcoming Olympic Games in Beijing as the core of the campaign in 2007, everything will cover the promotion of Chinese sports details supplies market. 3), storm the "goodwill" tactical Adidas influence in order to secure its "pyramid" model underlying ordinary sports fans, has been committed to promoting the sport of basketball development, and long-term plan to promote the development of teenagers - "grassroots action", "street basketball" is one of the branches. "Street basketball" into China has been six years, has more than one hundred thousand people participate in this event every year, it has become one of the favorite brands in response to the activities of young Chinese basketball fans. At present, the activity has established a complete system in the world: each year from the city to the country, to the region, the promotion of progressive youth basketball tournament system so that fans around the world have a communication platform. should say "street basketball" for the Adidas brand awareness and reputation improved play an important role in promoting, but also a young Chinese realization emotional interaction and communication "goodwill" tactics. However, since the development of the brand strategy in China storm area, began to feel "street basketball" to promote the overall strength is still relatively weak, although in 2004, "race against time" and 2005's "OK, on ??to" the theme of the game have achieved extraordinary results But after all, this single overall activities and can not assist in finalizing grassroots action. Based on this Adidas "street basketball" in 2005 on the basis of special hold "Asia Pacific Rising Star Basketball Camp" in Shanghai, 48 young people from seven Asia-Pacific countries and regions, basketball players will participate in a five-day training camp, the United States accepted to free four coaches led intensive training. Coaching staff includes former assistant coach of the Utah Jazz ? Stuart Scott, and NBA player, played for the Washington Wizards Gilbert came to Shanghai for the training camp to help out. The smooth conduct of this activity once again interest young Chinese basketball fans, and the relevant sporting bodies and by the Chinese media industry special support and attention. Meanwhile, in the "grassroots action" continued traction, Adidas's "goodwill" tactical further touched young Chinese sports fans. 2004 Year "Challenge impossible" Declaration campaign officially launched the contest in China, the activity throughout the year, through the "Declaration of solicitation campaign of ordinary sports lover, then with top sports stars up close "enabling Chinese youth movement impossible dream. In particular, the eve of the 2004 Athens Olympic Games, according to its sponsor Adidas European Football Cup events, especially football star called the endorsement of conduct "into Lisbon" campaign, attacking style will be extended on a global scale introduce China region, and put the theme of image advertising and provinces in China CCTV sports channel, has made great branding effect. It is also built on the ground related to the above activities, promote in-depth, such as Adidas in 2005 sponsored by the Chinese Volleyball, Beijing Olympic Games and other events was able to successfully carry out the activities. 4), net do slip through the net - Brand-depth segmentation and channel expansion implementation of the strategy to work closely with the storm Adidas, nearly two years, the Adidas brand Construction of a subversive aspects - will be divided into three series of Adidas brand, including Adidas sports performance series (formerly "Sports endless" series), sports the traditional series (formerly the classic series) and sports fashion series. This division to change the traditional sports apparel and footwear companies classified according to the method fundamentally. Adidas to give each family its own flag, were localized in different populations, are in the form of an independent brand stores are displayed in a different area, enabling the terminal cover. confirmed by the market: Due to the different series of products representing different campaign style, Adidas products are very profound sports enthusiasts meet the modern consumer psychology, Adidas brand of faith to provide a broader space optional . It is worth mentioning that, since 2004, Adidas was established in three series of products to build, based on the simultaneous movement of the expansion of the sales network. Adidas attempt to model the development of key customers actively expanding sales network, this mode is similar to convene partners franchising. But their keyword is "cooperation" rather than merely pointing "to join." According to the Adidas company information, and now they basically have to have in some of China's key customers average retail shops 50-300 a number of these partners has its own management, resources, and finance, and in support of Adidas, the use of Adidas brand retailers to create their own brands. Adidas is also prepared to support these key customers to build their own brand and believe that the two sides can reach an effective brand pull each other. Currently Adidas and its Chinese retailers to open 40 new stores per month rate of expansion - and these are built on the current Adidas 53 percent of the products are in China on the basis of production of this. By the end of 2004, Adidas in China 250 cities already have more than 1,300 stores, sales compared with 2003, an increase of 100%, sales reached 1.4 billion yuan. Adidas also fight while this rate has been maintained to 2008. By that time, Adidas in Sri Lanka's goal is to have 4,000 retail outlets in 400 cities within China, sales of over one billion euros.The anniversary of the
45, NIKE classic shoes Nike Cortez launched a new gold "Metallic Gold", well, ready to shine your summer. The shoe body using a metallic leather material wrapped in black lace and decorative details tongue, lining and heel, finally collocation of white midsole and very shiny gold decorated translucent outsole. It's beautiful. It's on NIKE.COM now. It's $90, but it's only female.
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