According to the record of Liu Xiang, we can see Nike's marketing. In the capital of Cuba, Havana, we can see a Adidas shop. People there are all cele...
According to the record of Liu Xiang,
we can see Nike's marketing. In the capital of Cuba, Havana, we can see a Adidas shop. People there are all celebrating for the win of Roberts. He breaks the record of Liu Xiang. Adidas Company is supporting Roberts in the game. Liu Xiang does not participate in the game, so Adidas can defeat Nike with this chance.
According to the tradition of running, these two runners will avoid meeting in some small games. The meeting may influence the following games. In addition, they must be responsible for their own sponsors. When they are defeated, their brand may be defeated at the same time. We must pay attention to one point. Liu Xiang and Roberts are rivals, and Nike and Adidas are also competing all the time.
Gan Mingqi, the marketing manager of Adidas indicates that except China, other countries and areas are all celebrating for Roberts's breaking record. Among them, Cuba's sphere of activities and momentum are greatest in the world. As an international enterprise, Adidas should deal with all kinds of situations. People in China must be not well. So in China, we should be silent and it will be good for the enterprise's brand image.
When Adidas is celebrating the success of Roberts, do you know the feeling of Nike Company? However, Wang Xin tells the reporters that the sports business needs the competition. As for this game, we need not do anything. Liu Xiang and Nike Company is partner and we are in equal position. When Liu Xiang faces the difficulty, we should offer our help and make him happy.
According to the deputy secretary general of the Beijing Olympic Economy Research Association, Ji Ning indicates that Nike and Adidas are famous brand in the world. As for these two brands, the brand image, quality and reputation are all similar. Therefore, they must defeat the other through a good marketing strategy. Sport is emotional, and can drive a person's mood. If sports marketing has too strong commercial flavor of the business, it will affect the mood of people who watch sports games. However, if corporate marketing communications can correspond with attached the pursuit and desire of people for the spirit of sport, the brand can be implanted in people's minds.
As the sponsor of Liu Xiang, Nike is clever enough. It did the advertisements of "12.88 seconds" when Liu Xiang broke the world record. Later they choose Liu's spirit of the movement as the theme and then advertise for their brand. For example, Nike's newest advertisement "I Am Fighting" refers to the spirit of sports rather than Liu Xiang. They just use the image of Liu Xiang to advocate the spirit of movement. Even if Liu Xiang's record is broke, the advertisement does not violate the truth either.
The advertisement strain is the most important one in the corporate marketing strategy, especially sports marketing. However, as for some domestic enterprises, their sports sponsorship is just in an initial stage. The stars they signed are all well-known athletes, and some enterprises only signs with Liu Xiang. So once the athlete is in an unstable state, enterprises do not know what to do. The enterprises should keep a watchful eye on the performance of the athletes and change their marketing plan in time.
