CCTV Host Will Stop Wearing Lining Costumes!

The three brands compete with the A three brands, Adidas's advantage, the official clothing partner of the Beijing Olympic Games, the sportsmen, the award dress volunteers and the technical officials, Adidas has paid about $100 million in cash and sponsorship for the partners.

The company will provide clothing for athletes, volunteers and technical officials, and sponsor interactive online games with several Chinese athletes as its role, so that its brand will be presented to the audience.

Adidas's main spokesmen include American basketball star Dwight Howard and Chinese soccer star Ma Xiaoxu.

Advantage of Nike -- quite a number of competitors compete in the competition. Many of the top athletes in the competition are represented by 22 teams representing 28 of China's top sports teams. They will wear sportswear and sports shoes with Nike logo.

At the same time, Nike has many spokesmen for top athletes.

They include Swiss tennis king Roger Federer and Australian track and field star Cragg Mortlam, as well as veteran basketball stars Kobe Bryant and Lebron James.

In addition, there are two of the most famous Chinese athletes, Liu Xiang and Yao Ming.

Lining has the advantage of sponsoring China's four gold medal winning team, which has sponsored some overseas Olympic teams including China diving, gymnastics, shooting, table tennis and other 4 gold medal dream teams to participate in the Olympic Games, provided by Li Ning Co.

In addition to sponsoring the four most promising national teams, Lining also sponsored the Olympic team of Sweden and Spain, as well as the costumes of Sultan national track and field team and Argentina national basketball team.

B brand PK - Lining PK Adidas, when bidding for the Beijing Olympic sponsor, claimed that the bid price of the Li Ning Co based on its own strength was 1 billion yuan, while Adidas's final bid was 1 billion 300 million yuan.

In this way, Lining lost the right to sponsor the Chinese sports delegation, including the award dress.

Although the Olympic expenses of Li Ning Co are less than that of Adidas and Nike in the local market, it has skillfully talked about some agreements to share the Olympic feast.

The agreement with CCTV is a marketing strategy. It will make Lining's "L" logo similar to Nike's logo in the face of tens of millions of Chinese TV audience watching the Olympic Games.

This will help to compete with Adidas and Nike. Adidas is a partner of Beijing Olympic Games, while Nike provides sponsorship for many athletes.

But today, Li Ning Co's "L" sign will reduce the chance of going to the mirror during the Olympic Games.

The company said the hosts and guests of CCTV studio will stop wearing Lining logo during the Olympic Games until the end of August.

However, reporters on the spot can still wear Lining's clothing.

The problem facing Nike PK Adidas Adidas is that although it has become the official clothing partner of this Olympic Games, Nike has more top athletes spokesmen.

Adidas has paid about $100 million in cash and sponsorship for partner rights.

And Nike is taking another route. Its core is still sponsoring a specific athlete.

Nike's athletes are not able to ensure that they win the Olympic Games. This fact means that the athlete's performance route is risky, but if these athletes win the game, Nike will get a bigger return.

In order to enter the local market, the company signed 22 contracts with 28 Chinese sports alliances to provide equipment for most of the players in these alliances.

This means that China's marketing focal point and NBA Houston Rockets player Yao Ming will also wear Nike's basketball uniform, although Yao Ming has personally signed a contract with Adidas's Reebok department.

The contract is only one of 40 contracts concluded by Nike and many other national alliances, such as the United States, Germany and Russia, which ensure that team members will be equipped with Nike equipment in the Olympic Games, no matter which company they provide for personal endorsement services.

Therefore, for the majority of the 3000 athletes in the Adidas camp who will participate in the Beijing Olympic Games (about 1/3 of the total), they can only wear Adidas equipment on the podium.

In the competition, they will be equipped with Nike equipment.

The competition in and out of the A arena is the most worrying thing for Adidas, which is about $100 million for the title of the "Beijing Olympic cooperation partner". At the Beijing games, 22 of the 28 major Chinese teams will compete in the sportswear and sports shoes with Nike logo and will be broadcast frequently on television.

While almost all of Adidas's energy is devoted to the qualification of the partners, Nike has signed an agreement with the 22 Chinese sports teams to provide their match costumes and sports shoes.

Data show that the total number of sponsors sponsored by Nike is higher than that of Adidas, Lining and other four sporting goods providers.

Insiders comment that this is simply a safety rope for Nike.

Of the 22 teams, whichever athlete wins the gold medal, his Nike logo will be replayed.

Although Adidas immediately followed suit and won all the staff's clothing and sportsmen's award dress, I am afraid the replay of the award is far less than that of the competition itself.

Most of the athletes who are most concerned will compete in Nike equipment and appear in most of the broadcast time. They will appear in the live broadcast of the competition, as well as in subsequent videos and videos that will be watched repeatedly over the next few years.

B ace resource ace resources Liu Xiang and Yao Ming are Nike's biggest chips, but they are also the biggest risks. After all, they can not guarantee that they will perform well in the Olympic Games or even win gold medals.

And with the loss of Hu Jia and Sui Feifei and the collapse of Chinese football, Adidas's star strategy has been enlarged.

Even though Nike encountered similar situations, Yao Ming was injured, but at least he could use Liu Xiang vigorously.

Although Adidas lacks its "trump card" in China, it has been active in areas outside China.

In June 13, 2008, Cuban athlete Robles broke the world record of the men's 110 meter hurdles held by Chinese player Liu Xiang in 12 seconds 87.

In addition to China, Adidas has done Robles's record breaking celebration in many countries, especially in Cuba. Adidas's activities have brought the excitement of Cubans to a climax.

As Adidas said, the Olympic Games are a great event for people all over the world, but the marketing of Olympic Games in different countries must be differentiated.

C in 2008, Adidas became a paradise for Olympic lovers.

The Adidas sportswear marked "China", "Beijing 2008" and China India are placed prominently, and the auspicious clouds, dragon and bright traditional colors are used.

Adidas's designer's award dress is also decorated with Olympic and Chinese auspicious clouds.

In order to show Adidas's enthusiasm for Chinese culture, in January this year, at the press conference of Olympic staff and volunteers' clothing, Adidas also changed the T platform to the traditional Beijing opera stage.

Nike took 4 years to design a series of symbols that contain Chinese elements, such as dragon totem, Terracotta Army, "get up", "advance", pentagram, etc., which are used for 22 Chinese sports teams.

Not only that, Nike also developed new sports shoes with the concept of bird nest.

D sales shop Adidas's view is that they have always attached importance to cooperation with the organizing committee, so that the brand can be the biggest spread.

As a frequent visitor to Olympic sponsorship, Adidas's ambition to sponsor the Beijing Olympics is expected. It is reported that Adidas has directly squeezed local brand Lining out of the list of 2008 official sponsors with a huge sponsorship fee.

The most obvious strategy of Adidas's Olympic Games is its stores.

Most of the interior stores of Adidas have marked the Olympic rings and the "human" figure of the Olympic Games in China, and match the Adidas logo with it.

By contrast, none of Nike's stores has put up Olympic posters, and the salesperson will not take the initiative to mention the two words of the Olympic Games when introducing products.