Adidas Signed Ning Zetao And Hui Ruoqi To Pulse The Chinese Sports Market.

2016 is

In the first three quarters of the Chinese market, in the first quarter of the year, they handed over the 28% super red pcript of revenue growth, which is said by Marc Le Roux, vice president of China Sports Performance Series in Adidas group. Such a huge increase is a "remarkable achievement" for a large company such as Al Di Da Li.

At the same time, the world's most powerful sports giant did not slow down their pace of development. In the first 9 months of 2016, they opened about one thousand stores in Greater China, with more than 10000 stores, and completed 1/3 of the five year expansion plan.

At the beginning of 2017, Adidas clutching the Olympic craze of the previous year, signed the Chinese women's volleyball team leader Hui Ruoqi, who had won the gold medal in Rio, and Ning Zetao, who was still leading the Chinese athletes in commercial value.

However, it was only in the past month or so that news of Ning Zetao's expulsion from the national swimming team was in full swing overnight.

However, Adidas has not much worry about this. They believe that signing Chinese athletes is the most correct choice for them to cope with the rapid development of the Chinese market.

At the beginning of 2017, the progress of the contract was not as smooth as it had been imagined. Adidas launched the One in a Billion marketing target aimed at young people in the Chinese market.

Unlike previous artists such as Eddie Peng and Janine Chang, this time, Adidas hopes to use the athletes who have achieved real achievements as spokesmen.

"We aim to be young people in the Chinese market, from very young children to young people," Roman said.

We believe that athletes are excellent models. Their creativity, image and their true Chinese athletes can best inspire young people in China.

They have proved themselves in their careers, proving that they can overcome challenges and obstacles.

We believe that through the two athletes' image, unique creativity and sports achievements, we can truly encourage young people to express themselves through sports.

Hui Ruoqi, captain of Chinese women's volleyball team

Such a goal, coupled with the 2016 Olympic Games brought about by the comprehensive project fever, Hui Ruoqi was not surprised.

The cooperation between Adidas and Chinese women's volleyball team has been nearly 10 years. As the captain of the women's volleyball team, Hui Ruoqi himself has the story of illness and returning to the stadium from the edge of life and death.

However, it is puzzling that Adidas, who has not signed the top Chinese hero of the Chinese women's volleyball team, Zhu Ting, even appeared on the 2017 CCTV sports hero award ceremony. He appeared in Turkey's Zhu ting.

A close-up picture of the award winning club logo.

Considering that Hui Ruoqi has almost decided to retire after the National Games in 2017, he is only 22 years old. He is already the world's first major attacking player. Zhu Ting will go to the overseas League after the Olympics.

The choice of Adidas is obviously questionable, but at least this is not a wrong decision.

The same is true of Ning Zetao. This year's Chinese sports figures are still the most popular male athletes in China despite the fact that they lost their lives in the Olympic Games. When signing the contract, Ning Zetao, who was surrounded by people, had a good faith, and finally won the three place in Adidas.

A war of looting.

The industry has said that Ning Zetao's endorsement fee is up to tens of millions of levels a year.

Now, it seems that when Adidas contacted Ning Zetao, the announcement of the national team's expulsion was under way. Of course, whether Adidas was informed or not, signing Ning Zetao was no bad decision.

There are still many variables to return to the national team. Besides, Ning Zetao's topic has been enough since the Asian Games in 2014.

Ning Zetao, one of the most expensive male athletes in China

In recent two years, the sports industry is surging. Many international sports giants also pay great attention to the mining of Chinese sports stars.

However, the major sports brands in China's sports sponsorship and endorsement market will be relatively stable in the short term. In early 2016, Nike robbed the top hot resources of the national football team from Adidas. Among them, the beautiful country gate Zhao Lina was the most popular Chinese female mobilization after Li Na retired. The Rio Olympic Games in 2016 promoted the comprehensive sports such as table tennis, women's volleyball and swimming. However, the local brand Lining early locked the Chinese table tennis team, while the "head card" Zhang Jike had been signed by Anta for many years, and Adidas had seized the strategic resources of the Chinese women's volleyball team early.

It is precisely because of this, two tit for tat international giants have picked up very fierce basketball players in China.

According to the world clothing shoes and hats net, although Nike is the official sponsor of the National Men's basketball team, Adidas is quite willing to throw money in signing the young basketball players. In addition to the earlier signing of Zhai Xiaochuan, there are also reports that the spokesperson who was released with Hui Ruoqi and Ning Zetao should have the men's basketball guard Guo Ailun.

Romanch, vice president of Adidas group sports performance market in China, pointed out that the Chinese market is quite special, because the participation of sports is still relatively low in the current time cut-off point, but the particularity of the market is also reflected in its rapid development.

In other words, even in the view of these foreign brands, the huge volume of Chinese market is far from saturated, and its development potential is still very impressive.

Because of this, Adidas has made great efforts to pay attention to the "communication" attitude with Chinese consumers. It is clear that the professional athletes who win glory for the country are the mouthpiece of the athletes.

Recognizing the specificity of the Chinese market, the target consumer group is clear and explicit, referring directly to young people.

The most satisfying thing for Roman is Adidas's progress in word of mouth.

"The growth of performance is very proud of us, but what makes us more proud is the brand love we have received in China.

"In this regard, we are doing a series of surveys," explains Romain. "All of these surveys point to us as the top brands in China's consumer centers, and two or three years ago this is not the case. Therefore, this is our source of confidence for the future and for the 2020 plan."

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Marc Le Roux, vice president of China sports performance series, Adidas group

Mr Roman's performance in Adidas's Greater China sports business accounts for about 80% of the total, which is a heavy responsibility. The Frenchman, who took up the post in 2015, said that despite the gratifying achievements, there are still many aspects to be improved.

In the three aspects of product, store experience and marketing activities, Adidas has repeatedly stressed its relevance to the Chinese market.

In addition to using Beckham and harden's global spokesmen to come to China to participate in activities such as opening stores and launching new products, the signing of this contract and the marketing campaign of hundreds of millions of Chinese players endorsed by the Chinese athletes are also tailor-made for the Chinese market.

In October 2016, Kasper Rorsted became chief executive officer of Adidas group. This personnel change has not completely affected the Chinese market. Adidas will continue to sprint 2020 in the Chinese market under the great principle of "Creating the New". In this case, the performance of several major market segments will be decisive.

In terms of lifestyle, Eddie Peng and Ning Zetao are two male gods, an entertainment circle and a sports circle. They are enough to catch Adidas's target consumer group to lock young people. In the more and more important women's market in the past two years, Adidas has more famous Janine Chang than Angela Baby (Angelababy), which is the spokesperson of Adidas's shamrock. Although it has many negative aspects, its topic is the highest among the current domestic actresses. Signing Hui Ruoqi is also in line with this German brand's female market routine of "sports discovery self" story.

It is true that the two major segments of football and basketball will be the real test of Adidas.

Roma believes that many projects that cooperate with the government, especially the Ministry of education, will help Adidas powerfully.

In Adidas's view, the Chinese market has another characteristic: the balance between sports and life, that is, Chinese consumers at this stage are very clear that sports achievement is only one aspect of life.

Therefore, in the Chinese market, they must pay special attention to adjusting the balance of professional sports subdivision lines and lifestyle lines such as football, basketball and running. Obviously, the newly signed Chinese professional athletes are the best choice to take these two aspects into consideration.

Even though there are strong brands emerging in the past two years, the main line of world sports brand is still Nike and Adidas.

Among them, the huge Chinese market is obviously decisive.

In the past, the Nike camp had two Chinese athletes, Liu Xiang and Li Na, who could afford to be superstars.

Now, Adidas believes that it has found a shortcut to deal with the rapid development of the Chinese market, signing the Chinese professional athletes to be the brand spokesperson.

Can Adidas still maintain such a high growth pace in 2017 after the return of the attack across the board in 2016?

At least, in the first month of 2017, the German brand ushered in a market segmentation: "according to the latest report released by market research firm NPD Group", the overall sales volume of the running shoes industry dropped by 3% in January 2017, while Adidas became the only brand that had a long sales reputation. The shoes of Adidas Boost and NMD were not high enough, and Adidas's sales of sports shoes doubled over the same month.

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