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znnw Footwear News Network on June 2 meeting has been held by the 2010 World Cup wind, Adidas Soccer Challenge ninth in the New York sky, the challenge of this term has a famous name game – —-" Adi Cup. "

Board Shoes Adidas Football Style

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Adidas organize such events of course have its own purpose, with the competition promotion and Adidas recently released a note of this football tournament other versions of the series, these costumes are specially designed for the four Division. Including the Board Shoes soccer shoes style, soccer clothes, and casual handbags.

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znnw Footwear News Network June 12 breakdown products from the point of view, casual shoes and bags this month, a greater degree of decline, other sports apparel and online retail clothing and accessories to maintain substantial growth in advertising, and continue to have a new online retailer of apparel to join the ranks of high advertising, making the overall online retail apparel products accounted constantly rising to 66.8%. May 2010, apparel industry, network advertising TOP20 brand advertisers in the following table, where a customer Eslite (Vancl), Guangzhou Dream BAZAAR (Moonbasa) and Guangzhou General sent (PUPAI) among the top three positions. This month the domestic sportswear brand advertisers put more attention to scattered Expo sponsored volunteers apparel 36 further concerns known to the world once and special awards Fair activities related ads, Jordan, Anta is focused on large-scale integrated portal's sports channel title promotion. On the other hand with the World Cup approaching, domestic apparel advertisers are not the topic for the World Cup advertising, marketing war to become the World Cup duel between Adidas and Nike: Adidas published new soccer shoes , the Macy's endorsement TVC is the degree of in focus of this month to new light, fast demand for the topic triggered by binding to Sohu user discussion microblogging; Nike attention focused on promoting "kicked out of legend" World Cup team sponsored by Ball clothing, and other prominent C Lo TVC to promote new players. As the 2010 World Cup broadcast rights to the video site release, in addition to previous years of conventional television advertising, sports apparel advertisers in June is expected to increase in the network ads, in addition to the brand hard widely implanted outside the video sites shows marketing or UGA Competition will become the focus of advertisers favor.

znnw Footwear News Network May 14 Adidas recently announced first quarter 2010 earnings report shows net income from its share of five million euros a year earlier surged to 1.6 billion euros. Although this figure that Adidas is gradually shifting from the shadow of the financial crisis, but Greater China sales up by 20% of the facts is not difficult to see, Adidas in China's poor performance is not the slightest improvement. Adidas overly optimistic estimates because the 2008 Beijing Olympics marketing of its brands, resulting in full year 2009, are dealing with inventory. After a year of inventory adjustment, the current inventory is not a problem, but suffered a serious setback in the distribution channel system has not yet fully recovered from Adidas China declines to become an important factor.

Operating mode exposure risks

Over the years, Adidas to "asset-light operations," which, primarily through its sales agents around the dealer. Bao Sheng International, Daphne, and Belle is the largest distributor of three agents. As of the end of 2009, Adidas in China about 5,000 retail outlets, the vast majority of dealers set up.

2008 Beijing Olympic Games, Adidas, once the advantage of 1 percentage point than rival Nike to become the first brand of Chinese sports market. However, the financial data in bright behind is associated with domestic dealers escalating conflict, its incentive is still the adidas Olympic goods inventory problem.

After the Olympics, as Beijing Olympic logo printed on the product have expired, dealer inventories have experienced tremendous pressure, are looking to discount, promotion, etc. digest inventory. But the Adidas brand to price stability from the point of view, these acts are not authorized dealers. Deputy sports brand in order to curb the trend of declining performance, Belle, Daphne and other agents have to make a decision to turn off the shop. Only in the first half of 2009, Daphne Adidas sales agents shut down 21 stores. Throughout 2009, the National At least 200 more stores to be closed adidas sales.

For multinational corporations, in the early stages of developing overseas markets, develop market distribution model is undoubtedly the most convenient and effective way. At first, Adidas has just entered China, with its super-giant status is through the manipulation of the agents, the rapid expansion in the market. Including Nike and many multinational companies all have the same experience. In recent years, Belle, DAPHNE, Po Sheng International channels such bargaining power of suppliers began to rise, adidas is no longer strong. Data show that in 2006, Belle is only a brand of Nike's sales had reached total sales of the brand in China 1 / 4. Clearly, the problem channels are prevalent in multinational corporations, but the problem Adidas Olympic inventory to expose earlier.

znnw Footwear News Network June 7, in the ancient Chinese legend, the young hero of us mounted the Hot Wheels will be devastating, Xiangyao slayer. In the current football field, a hero figure also missed the foot of the Hot Wheels – boots. From the beginning the World Cup, football boots will be in constant innovation in the development, to the South African World Cup, has a high-tech boots in addition to, the individual again became the focus, more players have the expertise of their own personalized shoes. Feet for the re-design everything Good elasticity, shock absorption, flexibility for the foot is a common feature of all sports shoes, football shoes for the design, the shock absorption is the top priority of the design. Only damping technology pass, football players can only "food capital" – the best protection to play the role of the foot. World Cup, although several main styles of boots, the color varies, but one thing is common, that is provided for the player's feet can withstand large external forces of shock protection. In addition to efforts in the shock absorber on the outside, in spikes, the shoelaces, the designers are also under the foot of the effort. Original shoe 6 spikes are fixed, but the World Cup in South Africa, Spike has become a mainstream irregular, especially C 4-nail boots Romania has increasingly become a fan of great interest, but also by the This led to the design of shoes a little revolution. From black to colorful personality World Cup appear first main color is black shoes, even for a long period of time, the black race has become the only color of shoes. Starting from the end of the century, the race appeared with white shoes, the color to use out of control. Now football, to describe the shoes with colorful without exaggeration. The increase in color so that individual players are increasingly prominent, and at this World Cup, Nike's top players on the Portuguese Romanian C purple and orange design a pair of boots, red boots from Manchester United to Real Madrid in the black, blue and yellow boots, and then to the World Cup of purple and orange boots, C Luo color as his shoes on the court together to show the beautiful landscape. We understand that expensive pair of purple combat boots, current market price reached 225 U.S. dollars, equivalent to around 1,500 yuan RMB. Technology has become much like the "F1" C Lo's boots is not only unique in color, his designers and put it in comparison with the vehicle, saying it is the shoes of the most cattle "GPS positioning system." The reason why said designer has his own truth. It is reported that 97% of ordinary people's vision is peripheral vision, only 3% of central vision. Players adjust the speed of the faster peripheral vision, they can more quickly identify the need for passing teammate location. In order to improve the peripheral vision of the fast focus capabilities, the designer of the chromatography were analyzed and identified two high-contrast colors – orange metallic purple and all.

znnw Footwear News Network May 17, Adidas announced on May 17, 2006 the company spent 3.8 billion acquisition of Reebok's implementation of the strategy has started showing initial signs of effectiveness, especially in the more casual footwear products so. Adidas CEO Herbert Hainer stated: "Despite the advent of the World Cup for the company is a sales opportunity, which make people feel excited, but I'm most pleased that the Reebok brand sales in the market recovery. At first, when we acquired Reebok brand, have been questions about our acquisition of Reebok brand will cost more than the fact that we were the right decisions. "

znnw shoes network on June 3 hearing, before Anta Scola with NBA players adjourned to the well-known front for Anta, the constantly signing new players and sponsors of the event, the growing influence of its brand. ANTA has developed a long-lasting products to face the future development and brand development system, and Scola signed only a starting point, ANTA Sports will adhere to never stop attitude of serving the Chinese sports all-round development.

As we all know, with the upgrading of ANTA brand, its market growth rate, comprehensive market share and market coverage in recent years have leaped to the forefront of the national industry. With the development, ANTA continued use of brand development, market expansion in the face of economic globalization, Anta avoid Nike, Adidas dominating the European market, taking the road of business products to produce genuine high-grade sports shoes, quickly improve their international competitiveness.

Tracking reports

Was informed that "shining history – ANTA Scola China" following the Beijing and Harbin station, beginning a period of 2 days off the Shanghai station. Yushu Scola and a dozen children went to visit the Expo, Anta Scola wearing T-shirts, hand-pulled children into the World Expo in Yushu, abnormal eye-catching in a crowd.

In the Expo, the Scola of the China Pavilion also showed great interest, arrived in the China Pavilion, off Scola wow, that "Oriental Crown" incredible architectural style, Scola frequently held up the camera, Chinese culture on the dizzying amazing. He told reporters that, as Chinese people are really proud of, I was Yao's teammate, has signed a Chinese sports brand Anta, I am willing to regard China as their second home, can always come back.

znnw shoes Network April 29 hearing, change of clothing to be much larger than other industries: as a cultural industry, garment industry's grasp of the trends, market analysis of the situation, consumption of psychological research, decided on a quarterly basis whether the product right path continued to emerge, to make a change; as a highly personalized industries, garment styles, fabrics, color, match, national, regional, thousands of thousands of samples, vary, but also features for each consumer group, targeted change; as a fashion industry, garment industry in accordance with the seasons, spring and summer each year, autumn and winter products, climate change, temperature affects the level of quarterly product sales of clothing, but also a timely change of clothing action … … … Grass is always greener on the clothing of the characteristics of the consumer, but to explore in depth, mainly in the consumer grass is always greener on the clothing style, design, fabrics, colors and so on. For a good clothing brand, brand image change based on core, can enrich the brand, creating brand fresh, sustained brand vitality, but also constantly changing consumer psychology to grasp, has introduced new, leading the fashion trend, Manzu demands of the consumers of clothing, the same can achieve market success. Grass is always greener as for the international brands, such as the first sports brand – Nike, then Nike is how to face it? (A), top of heat after the frenzy of the cooling The mid-20th century, 90, Nike and Nike ads have developed to a peak. 1994 Cannes International Advertising Festival, Nike president Phil Knight was awarded the title of advertisers Year, 96 year, Nike won the United States, "Advertising Age" best marketing experts, marketing is not even to scale new heights , the stock is climbing, but then all kinds of trouble has cropped up: Reebok and Adidas have imitated old rival Nike, for a time, sports stars competing on the TV screen smile blooming. 1997 Nike on the 2000 survey of 12-19 year olds, 52% of respondents answered without reference to Nike, the brand, but in 1998 this proportion dropped to 38%. Nike, which was once so that their parents passionate "Justdoit", because movement gradually lost the deification of the young generation, it had charm. Nike is no longer a sacred symbol of the most perfect, but the violence of their choice. In 1998, Nike introduced a new advertising campaign to launch a new slogan "Ican" trying to replace "Justdoit", Nike hopes to "Ican" series of ad transmission out of charisma and indomitable will of the great infection of each individual, encouraged everyone to sport to reach the inner spirit and soul of each individual communication, and then hi by the brand, chose this brand. From the slogans and the association with the shocking force in terms of, "Ican" the idea excellent, but it is after all still living in is recognized as the classic "Justdoit" shadow.

znnw Footwear News Network May 19 local Chinese sports brand passion for sports marketing, not with the closing of the Beijing Olympics has subsided, but has become worse in the near future, from the Vancouver Olympic Winter Games, the Xiamen International Marathon, South Africa World Cup Asian Games in Guangzhou and many other big events, and both are big sports brands compete for the "battlefield." However, in recent years, fried for a longer fire sports marketing, is really suitable for Chinese enterprises on it? Sports Brand observers Zhou Kaiqing answer is: not necessarily! "Sports marketing is a double-edged sword, businesses have access to sponsorship opportunities and Barghouti's reputation may also be sponsored to pay a high cost but have little effect." Anta company people that blindly compete with international giants Match resources to front-line "is not necessarily appropriate." Status quo Chinese enterprises to squeeze into the sports marketing hot World Cup World Cup 2010 South Africa entered the final month of the countdown, before Adidas, Nike and other "big brothers-class" brands have the right to sponsor the team in the bag after the Puma sports brand giants such as pie rest of the market, and finally left to the Chinese sporting goods company's prospects, the local community almost differentiable. Although little chance, even though the threshold as high as 80 million U.S. dollars, the cost of marketing to join later, hundreds of millions of dollars to be invested over the basic, local Chinese sports brand Erke or overcame many obstacles to selected marginalized, ignored The North Korean team, this the first time Chinese enterprises to enter the ranks of World Cup sponsors. Outside in the pitch, a "fight without the ball" is also in full swing – Sports celebrity endorsements, souvenirs, prize quizzes, part of marketing the title so popular. Reporter visited found that many domestic brands have also launched with the World Cup soccer-related clothing line, they played sports marketing brand. Analysis of the "Star + Race" Marketing is not suitable for local enterprises To local enterprises so good sports marketing power, from a data – in China's economic structural adjustment and social transition, the sports industry is regarded as 2 trillion market is expected to pull the green "potential shares". However, in the eyes of the responsible company Anta, sports marketing, as well as "within their means," blindly compete with international giants may not be appropriate first-line event resources, as China's sporting goods business after the hair simply can not compete with international giants. Nike has already formed such a screening and training resources in the mature system, sports stars, sports brand in addition to raising the domestic price tag, otherwise difficult to obtain resources for the same star. Department of Fujian Normal University, director of advertising, marketing expert Zhangfa Song told reporters that China's domestic brands is difficult to grab the core resources of the international event, usually only won marginal resources or related events.

znnw Footwear News Network on June 2, Peak Group, based in Quanzhou, Fujian Province, seven-story building looks very impressive, round the top protruding lighthouse as a guardian. Pick chairman Xu Jingnan's office is on the top floor in the round, but only the seven Xu Jingnan a person's office, the office of his two sons were in the second and third floors. In the near-empty office, Xu Jingnan about the current Pick of the CEO – when his eldest son, Zhi-Hua Xu, quite satisfied, as was his father's blog, "he affirmed to the succession, the eldest son Why, this is from his birth to take of responsibility. " 17 May, a hotel in Xiamen. Zhi-Hua Xu just finished their day's orders will have the room as the office, received the visit of a group after group of dealers, until 5 PM, Zhi-Hua Xu drink some water. "I am the eldest son. If there is a duty, and that was doomed from birth." Zhi-Hua Xu rubbed his temples, half leaning against the sofa, "we are now thinking about how the future of education my child." Zhi-Hua Xu, pointing down is for journalists tea's wife, a slight belly bulge has been so since the couple began to consider the child's future. Perhaps one day the future, this child should like his father took the Olympic. For Xu Jingnan, the Zhi-Hua Xu, whether as son or as employees, their performance are also to his satisfaction; for Zhi-Hua Xu, he sometimes will not tell Xujing Nan is the father or boss. However, no matter what kind of role, should bear the responsibility to forward. For the talent, the first "setback" Pick CEO since taking over after Zhi-Hua Xu, Xu Jingnan no longer hands-on. "Zhihua strong execution, look good." Face to face has never boasted a son of Xu Jingnan brought before a stranger, or slightly proud of this son. However, the impression in the Zhi-Hua Xu, the father never had his praise. "The impression that, in doing so, it is I should, and never get the praise. Wrong must be scolded. I have received is setback education." Compared with other children, Zhi-Hua Xu slightly lonely childhood. Busy with their business, without too much effort to control himself, and even see each other rarely. Zhi-Hua Xu's independence is so nurtured. At school, Zhi-Hua Xu addition to the study, also has served as the student union cadres, capacity is very prominent. Even so, Zhi-Hua Xu was still not happy, "someone will say, look at that is so and so's son." Peak is a well-known local brand, the father of the ring has been the head cover in the Zhi-Hua Xu, when they pay a lot of effort paid off when people will mention his father, which makes Zhi-Hua Xu feel very frustrated. In high school, Zhi-Hua Xu had a rebellious mental health, family superior not only to make him happy is not up, contrary to flee. And Xu Jingnan think this is a conscious cultivation of his son, "is to develop his independence, and communication skills. For example, in school organization activities, etc., which are essential qualities in the future to do business." Perhaps it was these are all trying to instill a "responsibility" of education, so Zhi-Hua Xu shunned.

znnw Network 5 月 19 日 shoes (星期三) News Daily 9:00, znnw shoes network carefully prepared yesterday 18:00 – 9:00 today between industry newsletter, hot interpretation, Market Watch, News and so rich in the industry information. Morning tea for you when most out industry big or small, to grasp market trends! Dynamic】 【brand into the international hi-Pick sign four "Basketball Bonanza" Sign in buildings with four-day about, start with the New Zealand Olympic Committee and the Basketball Association of Serbia reached a strategic cooperation agreement, and later, Jiangsu TV, and Stankovic Cup basketball intercontinental cooperation agreement signed. Olympic Sports chairman Xu Jingnan is for yesterday was a busy and exciting with one day. Reporter learned from the contract site, Peak has been established in the United States R & D and sales centers are expected later this year will officially enter the U.S. market. [Full Text] Market Watch】 【local shoe "Good Times" foreign brands start another wave of acquisition Word 2010 hot shoe is not only "listed" brand "acquisition" can be the trend. After the financial crisis, the global footwear market structure has changed, European footwear production from 1998 to 2007, a decrease of 41.2%, while Asia and the Middle East, shoe production increased by 40.7%. Brand shoes to compete in the fierce competition market, expand their influence, is bound to set off a wave of acquisitions. [Full Text] Dynamic】 【Adidas International in South Africa, "defensive counterattack war" 2010 World Cup was launched in South Africa soon opened, the circuit is also quite popular outside of the competition. As increasing competition from Nike, Adidas sponsored at throwing heavily, hoping to keep "the world's first brand in football," the throne, while the South African World Cup that this "counter-defensive war" PK platform. [Full Text] 【Shoes】 WTO anti-dumping requirements of China to set up expert groups for the anti-dumping Chinese delegation at the meeting on May 18 reiterated that the EU anti-dumping measures seriously damaged the interests of manufacturing industry in China shoes, shoes of some 150,000 workers in adversely affected employment and livelihoods. Unfortunately, despite the Chinese side on many bilateral and multilateral occasions, the EU expressed serious concerns in this regard, but the problem still unresolved. In view of the EU anti-dumping measures seriously damage the interests of China, the Chinese have no choice but to once again asked the WTO dispute settlement body set up expert groups to decide the dispute.