Nike VS Adidas: Who Has More Future Than Anyone?

"2008 together, no impossible."

Adidas, which won the Golden Lion Award in the Cannes Advertising Festival, is also the only Chinese advertisement to win the award. Now it has built up every prosperous section of China and highlights the identity of the official sponsor of Adidas 2008 Beijing Olympic Games.

As an official sponsor of the 2008 Beijing Olympic Games, Adidas has paid about $100 million in cash and sponsorship for partner rights. It will provide sports shoes and clothing for all staff and technical officials of the 2008 Beijing Olympic Games and Paralympic Games, as well as members, volunteers and torch bearer of Chinese sports delegation.

Adidas believes that when the National Anthem starts, the Chinese delegation has the highest exposure rate, and people will remember the winners on the podium and remember Adidas's costumes.

In August 8th, at the opening ceremony of the Beijing Olympic Games, Nike logo came in from time to time.

Unlike Adidas, which is directly associated with the government, Nike prefers athletes and sports teams.

It is revealed that Nike spends more money on international sports teams and sportsmen every year than Adidas supports the Olympic Games.

It is understood that Nike has carried out long-term strategic cooperation with dozens of international sports stars.

At this Beijing Olympic Games, Nike took another route.

Nike, which has always attached importance to athletes and sports teams, has signed sponsorship agreements with more than 20 sports teams, basketball, swimming, weightlifting, boxing and track and field.

At the beginning of July, the largest retail store in Beijing was officially unveiled in the new commercial district of Sanlitun, Beijing, with a total area of 3170 square meters, which is about 1.5 times the scale of Adidas's largest store, Paris Champs Elysees store.

Eric Stermung, President of Adidas brand global, said that the store will become a model for Adidas in the world's major city concept stores.

In May 12th, Nike chose to hold the largest news conference since its entry into China at the Tai Temple near the Forbidden City. It officially released 22 sports equipment for individual associations.

Apart from Chinese elements, the theme of the conference is more emphasis on Nike's achievements in scientific research and development so far. How to create record breaking possibilities for athletes through the improvement of sports equipment technology?

One example is constantly emphasized: basketball shoes displayed at the night of the conference can be lighter than 18% of the average sneakers, and the use of this technology can help athletes improve their athletic performance.

Let Adidas deeply regret that Hu Jia, Zheng Zhi and Sui Feifei, who are the leading stars of the theme advertisements specially designed for the Beijing Olympic Games, although Sui Feifei has the name of the first lady of the Chinese women's basketball team, is constantly injured because of the injury. Hu Jia has no chance of this Olympic Games because of the recurrence and poor condition of the injuries. The Chinese men's soccer team competition is eliminated, and Zheng Zhi is dyed red. "It's just like the Beijing Olympics. I don't want to disappoint the fans anymore."

For Chinese football, write a new page of heroic words...

That's too much.

According to Harvard Business School's relevant survey data, in recent years, the market share of Nike and Adidas in China has been around 21% and 20% respectively.

Adidas hopes to catch up with its biggest competitor, Nike, in 2008.

Adidas currently provides professional sports equipment for 22 of the 28 Olympic events, including 43 different kinds of shoes, and has created a full range of retail products for the Beijing Olympic Games.

This is the first time in the history of the Olympic Games that global consumers can access Adidas athletes' special competition equipment in the retail market, and can enhance their daily sports performance and sports style through these professional configurations.

Bai Wenkang said that China is the most important market for Adidas group. "Our goal is to become a leader in the Chinese market in 2008, and we will have more than 1 billion euros in 2010."

He said he plans to open 5000 new Adidas stores and about 1000 Reebok brand stores in China by the end of this year.

Charlie Danson, Nike brand global president, said Nike's annual sales revenue in China has reached $1 billion.

The Beijing Olympic Games will be an excellent opportunity for Nike brand promotion. After the Olympic Games, Nike will continue to lead the sports goods market in China, and the market for sportswear, which is increasingly competitive in China, will continue to grow.

Some experts predict that from 2009 to 2012, the Chinese sportswear market will grow by 20% every year, and the value will reach 12 billion dollars.

Competition will continue and smoke will still be pervaded. Nike VS Adidas will become an excavator of more wealth in the Chinese market. We will wait and see.

As Nike CEO Mark Pak said, "2008 is just a beginning."

(August 7, 2008) twenty-first Century economic report: in the morning of August 7th, Adidas president Haina gave a positive response to the rumors that the Adidas production line has been pferred out of China recently.

The rumor began in France, reported in July 28th. "In order to reduce production costs, Adidas is preparing to pfer some of its products from China in view of rising wage levels in China.

The media said Haina had publicly stated that Adidas had more than 50% of its sports shoes produced in China. However, due to the increasing wage demands of Chinese employees and increased production costs, the company intends to reduce its production proportion in China in the future.

Adidas is said to have opened production lines in India, processing in Laos, Vietnam and Kampuchea, and even returning to production in Eastern European countries.

According to the German Daily Mirror Sunday edition, the German engineering and Technology Association estimates that there are about 1600 German companies in China, of which 1/5 is now planning to withdraw from the Chinese market. Before that, shoe giant Nike also asked some Chinese shoe manufacturers to move their production base to India, and international footwear giants such as Clacks, K-Swiss and Bakers have added production lines in Vietnam and Indonesia.

According to the 2007-2008 year report on the competitiveness of Chinese manufacturing industry released by the American Chamber of Commerce and the joint Alan consulting company, nearly 66 of the 66 manufacturing enterprises (mostly foreign enterprises) plan to move their factories to other countries, namely, India, Vietnam, Thailand, Malaysia and Brazil.

All sorts of signs increase people's suspicions about Adidas's withdrawal from China.

But in the second quarter earnings report just released recently, Adidas has achieved strong financial growth in the financial sector.

Net sales increased by 14%, gross margin reached 50.1% of historical records, and net operating profit was as high as 8.2%.

As a result, Adidas has implemented a very bold market plan in China. In 2008, it added 1100 stores a year, and its sales in the first half of 2008 increased by more than 60%.