Local Enterprises Besieged Nike Adidas

The market still maintains the old pattern of the top two in Europe and the United States occupying the top of Pyramid.

However, this does not mean that there is no opportunity for local fast companies to participate in the enclosure movement of Olympic sports sponsorship.

The way of ambush marketing has been popularized rapidly.

The pattern of sports shoes and clothing is completely projected on the sponsorship platform of the Beijing Olympic Games. In the face of strong sponsors Nike and Adidas, local sports are in an awkward situation of marginalization.

"Companies with annual growth of less than 50% are not good companies". Entering the new millennium, domestic sports shoes and clothing enterprises began to make impressive growth.

They are fast track companies.

But so far, these fast companies have not posed a great threat to Nike and Adidas. The market still maintains the old pattern of the top two in Europe and the United States occupying the top of Pyramid.

However, this does not mean that the local fast companies have no opportunity, they are involved in the Olympic sports sponsorship of the enclosure movement, and take the opportunity for the Chinese to be able to win the championship, such as gymnastics, table tennis, diving, badminton, and even lifting weight and shooting.

The way of ambush marketing has been popularized rapidly.

Refused to marginalized why the thick curly hair replaced by a plate, and years of beard also shaved off, "Wen Qing" temperament gone.

His title was replaced by the somewhat awkward del Hui general manager assistant.

In Jinjiang, Fujian, where there are thousands of sporting goods companies, there are no managers who have worked for an enterprise like him for nearly 10 years.

Now, it may be time for him to wake up, because the industry has been on the express train for 10 years, and the situation has been somewhat strange.

Every year, the exhibition hall is held next to Adidas every year.

For what reason, Adidas has a very important symbolic meaning.

He interpreted this as "similarity in fashion sports style".

In this year's Beijing Olympic Games Pavilion, the keynote of the two showrooms is also black and white. The difference is that Adidas has decorated the Navy stripes outside the oval stadium, while del Hui has made a mixture of the bird's nest and the water cube.

There is always a boiling moment in the exhibition hall of del Hui every time, and this year is no exception.

With the arrival of the fans group, some of the dilute people in the pavilion gradually gathered inside the pavilion.

After a long Prelude made by the children's performance of the Bayi gymnastics team and the Interactive Games hosted by Han Qiaosheng, Jay Chou appeared.

Screaming and shouting are mixed together. The 800 square meter booth is almost ready for them, otherwise it will burst.

Del Hui and Adidas are both busy and lonely.

On Adidas's side, there are only 32 occasional staff members who walk around in the "football field" of the booth.

However, in terms of exhibits, there is no comparison between the two.

As the official partner of the Beijing Olympic Games, Adidas's professional sports shoes, from track and field, gymnastics to ball games, are beautiful in style.

Many times, entertainment stars' promotional value and stylized effect are stronger than sports stars.

Many years ago, when del Hui and red fried chicken Jay Chou contacted, they were faced with competition from Anta.

At that time, Anta just became famous as a spokesperson for Kong Linghui, a table tennis star. But it is far from the public image of a professional sporting goods company. After all, table tennis is difficult to fully reflect the professionalism of shoes and clothing equipment.

Anta's professional image was gradually established by its subsequent replacement of Lining to the sponsorship of CBA.

From another perspective, it can be considered that Jay Chou's abandonment has made Anta a success.

Later, in addition to using Elva Hsiao's canvas shoes for a short time, the spokesperson of Anta was a water sports star.

A few enterprises from Anta, PEAK, and 31st degree have made different breakthroughs in the professionalization of sponsorship of professional sports.

Besides Jay Chou, TWINS, Aaron Kwok, Stefanie Sun, Jang Na Ra and other eight entertainment players who are unable to compete in sports become spokesmen for sports shoes and clothing enterprises.

Dozens of brand enterprises, dozens of celebrity endorsers, this is the unique landscape of the market in the past ten years.

Why has he always referred to his entertainment marketing as a "plug in" strategy? But the market is developing so fast that those unconventional marketing strategies should return to normal, that is, return to sports.

The strange thing about the pattern of local brands today is that the shuffle is coming to an end. Dozens of companies that aim to make brand names are now left with only a dozen or so.

Then there will be less, so who will survive?

Therefore, their performance must be more demanding now.

The new product spokesman for ambush marketing is Xiao Qin, a gymnast of Bayi team.

Xiao Qin is known as "pony God" and pommel horse is his strong point.

He has become a favorite gold medals in Beijing Olympic Games.

This is an important contact for the Beijing Olympic Games.

Meanwhile, Xu Gehui, a host of Phoenix TV, has also become a public welfare Ambassador of del Hui.

The so-called "public welfare ambassador" is just a cover, behind it is a clear marketing intent, because Xu Gehui hosted a program called "hand in hand 2008" in Phoenix Palace.

Why do they call it ambush marketing?

In fact, in sports sponsorship, ambush marketing (ambushmarketing) has a long history.

Starting from the 1984 Los Angeles Olympic Games, many non official sponsors compete for resources by sponsoring sports stars, live television and launching off court campaigns.

Adidas, as a sports apparel partner of the Beijing Olympic Games, will provide sports shoes and clothing for all the staff and technical officials of the 2008 Beijing Olympic Games and Paralympic Games, as well as members, volunteers and torchbearers of the Chinese sports delegation.

However, even though Adidas is a Beijing Olympic partner, it leaves behind much room for Olympic marketing.

Nike is not keen on the identity of Olympic official partners. It has always been a pragmatism in terms of Olympic marketing.

At this Olympic Games, Nike has signed a cooperation agreement with 22 of the 28 Olympic Games in China to provide exclusive competition equipment.

In addition, Nike has signed a cooperation agreement with the IOC of nearly 40 countries, including the United States, Germany and Russia.

As a result, most of the 3000 athletes participating in the Beijing Olympics will compete in Nike equipment, but only wear Adidas's shoes and clothing on the podium.

As a result, if Adidas's official news dissemination of Beijing Olympic partners is not so popular, it is not easy for ordinary spectators to figure out who the Adidas and Nike partners are.

Nike's "ambush marketing" obviously provides an effective way to excavate Olympic marketing resources for Chinese local sporting goods providers.

Lining's interception marketing by television is obviously powerful.

Lining signed a 3 year contract with CCTV sports channel, requiring all the reporters, guests and hosts to wear Lining logo. after losing in the positive competition with Adidas's Beijing Olympic official partner. Lining's move has obviously pulled back a city for himself.

If Adidas does not consult with Lining on this matter, I am afraid its marketing effectiveness as an official sponsor of Beijing Olympic Games will be greatly reduced.

At the same time, Lining is also a sponsor of China's gymnastics team, table tennis team, shooting team and diving team. These four sponsors are also the sponsors of the Spanish men's basketball team, the Argentina men's basketball team and the Swedish delegation.

In addition to Lining, many local sports shoes and clothing brands have chosen a free riding style of Olympic marketing. In the Jinjiang sports shoes and clothing community, XTEP, Hongxing Erke, PEAK, Lu You and wild force sponsor the Olympic delegation of Belarus, North Korea, Iraq, Tajikistan and Slovenia respectively.

As for another Jinjiang brand, 360 degrees, it has always been the main sponsor of China badminton team.

To break the bottleneck and participate in the allocation of Olympic resources, it is more important for the local fast company group to advocate the professional level of the product besides the simple promotion purpose.

This is a crucial change.

In the mid 80s of last century, when the "wave shoes" were introduced from Hong Kong to Taiwan, they were not called sports shoes, but they were called tourist shoes.

As a base for the production of tourist shoes, Jinjiang, Fujian, has not done much in the field of technology and products related to professional sports for a long time.

And the domestic demand situation is not clear. By the beginning of 90s, when the PEAK company sponsored the 81 men's basketball team, the members of the national champion team were still wearing back shoes.

The biggest promotion in the field of footwear industry in Jinjiang is the emergence of professional sports in China.