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Addidas Essay

649 words - 3 pages

阿迪达斯品牌介绍

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目录
1.阿迪达斯的历史发展 1
1.1阿迪达斯新老标志 1
1.2德国阿迪达斯公司简介 1
2.阿迪达斯的中国策略 2
2.1世界的阿迪达斯,更是中国的阿迪达斯 2
2.1.1中国本土化赞助运动 2
2.1.2中国人制定的“金牌”策略——2008年北京奥运会 3
2.1.3强攻中的“亲善”战术 4
2.1.4网尽漏网之鱼——品牌纵深细分与渠道扩张 4
2.2强攻战略的催魂武器——收购锐步 5
2.3阿迪:以奥运为舞台 6
3.阿迪达斯的品牌战略 7
3.1阿迪达斯的品牌策略 7
3.2阿迪达斯王国的供应链策略 9

摘要:
adidas依然秉持Adi ...view middle of the document...

的意义。
  同时,阿迪达斯又习惯于不断更新产品技术与提高产品设计能力。譬如:在2004年,阿迪达斯继2002所推出之以吸震、导向、传动“三合一能量管理”为概念推出a3鞋款后,再一次革命性推出具备耐磨、抗温、吸震的“A3 ULTRA RIDE跑鞋”。同年又推出阿迪达斯“ClimaCool”系列360度透气运动鞋。
  2005年,阿迪达斯在全球运动界引起轰动的世界首双芯片智能运动鞋“adidas-1”于4月15日正式登陆中国,虽然售价高2680元人民币,但还是成为众多运动爱好者力捧的高科技运动产品。今年11月,阿迪达斯又专门为拳坛传奇人物穆罕默德阿里而设计出的具备科学含量的时尚运动产品,也已经在中国各专卖店上柜……除了耐克品牌之外,估计已无法再有哪个品牌有实力与阿迪达斯相抗衡了。
  只是阿迪达斯在战略防守阶段不能够基于坚实的产品实力本身,深入提高品牌渗透率。让中国消费者真切感受到“阿迪达斯体育用品就在身边”“阿迪达斯不仅仅只是运动贵族,更是中国人不可缺少的、优质的运动生活伙伴。”
  在阿迪达斯统一管理华语区经营工作以来,除了不断推出高科技运动产品外,其在市场推广层面也已经按此奋斗目标在中国体育用品行业的上空不断抛出一颗颗足以带动行业经济发展的强攻式炸弹。

2.1.1中国本土化赞助运动

  按照阿迪达斯体育用品的经营战略,如果说整合相同语种地区的分支机构是其强攻战略的的标志内容,那么巨资赞助中国足球则是阿迪达斯中华区成立后的第一颗炸弹。
  由于阿迪达斯1999年与中国足协所签定的5年合同将在2004年到期,为了让其中华区市场发展能够拥有坚实的本土传播推广资源,阿迪达斯在中华区机构成立之时即提前与中国足协接触。虽然,耐克品牌此时也积极参与其中,且开出高价吸引中国足协的关注,但阿迪达斯在对中国足球市场未来几年的发展趋势进行全面分析和预测后,最终开出5亿元人民币的价码将长达6年的赞助合同揽于囊中。同时,阿迪所能获得的回报也比以前有很大增加,包括在中国之队比赛的场地广告、球衣版权等。
  在这份新协议签订之后,且通过近一年时间的市场印证:国家队的正版球衣、包括外套都已成为阿迪产品销售的新热点,尤其阿迪达斯“猎鹰系列”新版足球鞋也得到了最佳的本土化演绎。另外在2004年到2009年期间,中国队的比赛任务不仅包括了2006年世界杯,更重要的是2008年奥运会,这两大赛事届时均将成为阿迪达斯品牌在中国本土区域的强势资源。
  更令人惊喜的是,事隔不到一年时间,阿迪达斯又进行了一次创纪录投入,以2亿元人民币的资金和实物赞助中国国家排球队,时长五年时间。这个数字是国家排球队以往接受赞助的数十倍。这也是阿迪达斯有史以来对排球项目最大规模的一笔。虽然阿迪达斯也曾赞助过古巴女排,这次对中国排球队的赞助规模,一举超过了对古巴队的赞助。
  阿迪达斯之所以会重金赞助中国排球,这与中国女排长期以来所取得的佳绩有一定关系,中国女排的成绩是中国大型球类项目中一向是最好的,形象也是非常好,但 “身价”一直不高,长期是“凤凰卖了个鸡价”。尤其随着中国女排在2003年世界锦标赛上重新夺得世界冠军,2004年又重新夺回奥运会冠军,中国排球的身价水涨船高,直线上升。
  阿迪达斯愿意扔出数亿资金赞助中国运动组织,在其中华区发展史上还属于一个奇迹般的推广运动,笔者也认为这是一个明智之举,因为要让中国人尤其年轻人都喜爱和购买阿迪达斯产品,阿迪达斯必须让其金字塔推广模式实现本土化运作,只有如此才可以感动与亲和中国消费者,否则又在自己与消费者之间架起以往“高高在上”“可望而不可及”的品牌消费屏障。

2.1.2中国人制定的“金牌”策略——2008年北京奥运会

  阿迪达斯与奥运会的联系历史悠久,最早在1928年的奥运会上就出现过阿迪达斯体育用品。与可口可乐、VISA卡等其他赞助商不同是,阿迪达斯体育用品为竞赛起到了锦上添花的作用,其新产品、新技术可以帮助一些优秀的运动员获取优异成绩,甚至摘得意想不到的运动项目金牌。1932年第一次穿阿迪达斯鞋的运动员获得奥运会金牌。1936年德国举行的奥运会上,杰西-欧文斯破记录地一人获得4枚金牌,令观众席上的希特勒大为光火。拍摄了欧文斯穿着阿迪达斯跑鞋的照片在全世界广为流传。
  不过,阿迪达斯所赞助奥运会及其它重要体育赛事的推广活动一直以来均体现在中国市场以外的其它区域,对中国市场推进只能起到辅助效果。何况中国也未能取得一些象奥运会、世界杯这样的国际重点赛事,阿迪达斯没有其它能力对此进行合理嫁接。一直随着北京获得2008年奥运会主办权的机会来临,阿迪达斯才真正感受到即将拥有这份久违的大事件。
  2005年1月24日,在北京奥林匹克中心,北京奥委会执行副主席王伟和阿迪达斯大中华地区总裁桑德琳分别在合作协议书上签字。阿迪达斯(苏州)有限公司和阿迪达斯-所罗门集团成为北京2008年奥运会第七个合作伙伴。这意味着北京2008年奥运会和北京残奥会的所有工作人员、自愿者、技术官员以及参加冬奥会和08奥运会的中国奥运代表团成员届时将穿着印有“ADIDAS”标志的体育服饰。赞助总价值13亿元。其中的一个戏剧性细节是:此次北京奥运会赞助活动是在阿迪达斯和中国本土品牌李宁之间展开,李宁开始投入10亿元希望取得赞助权,但还是由阿迪达斯取得最终胜利。
  可以肯定的是,奥运会是全球规模最大、最激动人心的体育盛事,2008年首次在中国举行,这必将为阿迪达斯提供一个独一无二的平台,进而在中国乃至整个亚洲树立阿迪达斯的品牌形象与业务。毫无疑问,按照阿迪达斯一贯的行事风格,北京奥运会也将成为其强攻战略旗下最为核心的推广战术。为了能够在2008年奥运会前后借机取得强攻战略的胜利,阿迪达斯甚至为此准备了一支包括全球和本地专家的阿迪达斯专业团队,专门为北京奥运会工作,目的就是为北京奥运会项目度身定制产品、装备和科技。
  虽然北京奥运会离现在还有两年时间,但可以预测的是:阿迪达斯在2007年即将展开专门针对北京奥运会为核心的推广活动,所有一切的推广细节将覆盖中国体育用品市场。

2.1.3强攻中的“亲善”战术

  阿迪达斯为了稳固影响其“金字塔”模式底层的普通体育运动爱好者,一直致力于推动篮球运动的发展,且长期制定青少年推广计划——“草根行动”,“街头篮球赛”就是其中一分支。“街头篮球赛”引进中国已有6年时间,每年均有十万余人参与此次活动,已成为中国年轻篮球爱好者的最喜爱响应的品牌活动之一。目前该活动已经在全球建立起一个完整的体系:每年从城市到国家,再到大区,逐级晋升的赛事体系使全世界的青少年篮球爱好者拥有了交流的平台。

2.1.4网尽漏网之鱼——品牌纵深细分与渠道扩张

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