2014 World Cup Business War Interpretation: Adidas PK Nike

In the P World Cup 2014, the United States and Germany team match has come to a close. The German team has advanced to the top sixteen.

But behind the event, the two major sports brands: Nike in the United States and Germany, < a href= "http://sjfzxm.com/news/index_c.asp" > Adidas < /a >, the tit for tat business competition is still hot.

Which of the two is stronger or weaker in this competition? Let's take a look with the Xiaobian! < /p >

< p > for the four year sports event, the two brands are pouring in and sponsoring all kinds of advertisements.

Although ADI has always been a leader in the football market, Nike, as a rising star in the industry, has a good performance: although it has only been 20 years in the field of football, Nike, who is good at marketing and innovation, has a strong attitude to catch up with ADI in the field of football.

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< p > according to the results of both sides, Nike and ADI's a href= "http://sjfzxm.com/news/index_c.asp" > advertising marketing < /a > expenses are about 3 billion dollars each year. I believe this year's World Cup will also increase sharply. CEO Hao Potter also said that this world cup will be the biggest event of ADI's advertising.

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< p > < strong > 1, field sponsorship competition: < /strong > /p >

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201407/04/20140704091341_sj.JPG "/" < > > "

P, Adidas as the official sponsor of the 2014 World Cup, released the official "Brazuca" - Samba glory of the world cup as early as last December.

ADI is expected to sell fourteen million matches, selling one million more than the last World Cup.

And the fans of "Brazuca" on twitter are as high as two million and seven hundred thousand. It is really a small ball that drives a big ball.

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< p > in the world cup < a href= "http://sjfzxm.com/news/index_c.asp" > Adidas < /a > sponsoring nine teams, five of them successfully entered the sixteen strong.

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< p > Nike has sponsored ten teams in the world cup, and five teams have entered the top sixteen.

It is worth mentioning that the host Brazil has also been brought into the camp by Nike, believing that this will bring a lot of attention to Nike.

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< p > in terms of stars, Nike has taken six of the ten most famous commercial stars in the world (including C Luo, Neymar, etc.).

Adidas only signed three, and Suarez's bites in the match also made him die.

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< p > so far, most of the stars have already packed home, leaving only Neymar and < a href= "http://sjfzxm.com/news/index_c.asp" > Messi < /a >, which makes many fans sigh.

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< p > < strong > two, off field visual feast < /strong > /p >

< p > Nike in the end of April released the advertising video "winner winner (stays)" gathered in C Luo, Neymar and other superstars, on-line YouTube two months to break through eighty-four million of the visit.

Its animated short film "the last game" is very dynamic, fully embodies the ability of storytelling by Nike. It has nearly sixty million visits on the line in just three weeks, and is also the top spot of YouTube brand video.

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< p > for this, Adidas, the entertainment circles sports circle, invited Kanye West to sing. At the end of May, he launched the "dream: dream: all in or nothing", which cost $eighty-five million to build the world cup promotional film, which highlights its determination to compete in the world cup brand.

But the performance is slightly worse than that of Nike, and there are about thirty-six million visits on the line one month.

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< p > < strong > three, fans interaction and mobile application competition < /strong > /p >

< p > in order to let the fans know their favorite players better.

ADI is also issuing the "Dugout" video series on YouTube. The purpose of the competition is to tell the scene of the competition from the perspective of product evaluation and field visit.

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< p > aiming at the Chinese market, ADI has made full use of the WeChat platform to develop the world cup award winning guessing ball activities and update the content of the game in real time. Fans can even make their own group photo with the stars.

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< p > in addition, Adidas spent a lot of money to publish a mobile phone application based on Messi - "Vamos Leo".

Through this app, fans can appreciate the beauty of Messi in the world cup for the first time.

Although Messi did well in the competition, the risk of putting eggs in one basket was slightly greater.

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P, Nike has been committed to fans interaction and enhance customer stickiness, during the world cup, it can be found on various social platforms.

Since February, its number of fans has increased exponentially.

Among the star studded Nike camps, C Luo sits on eighty-nine million Facebook fans and twenty-six million twitter fans, ranking the top of all players. By contrast, ADI's top star Messi has only about two million twitter fans.

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Neymar, who takes personal heroism, focuses on helping and promoting personalized marketing. Since the beginning of June, Nike stars, including C Luo and Neymar, have often released Nike's animated video on their own twitter, which has led to ignoring fans' surround. In addition, for some of the brain powder, Nike will even make special videos for P.

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< p > Nike has lagged behind in its application for mobile phones and will not release its football application until July 10th.

In this not yet released application, in addition to fans interaction, more emphasis is on related products.

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< p > can consumers not buy the best intentions of the two brands? < /p >

< p > although Adidas did not perform well in the first quarter, it remained optimistic about its overall performance this year.

Hoport, chief executive of Adidas, said in public that Adidas expects to earn $2 billion 900 million in football related income this year, with a total growth forecast of around 8% and annual gross revenue of about $21 billion 400 million. Nike has also gained a lot in football. Its annual report shows that football related income in the previous fiscal year reached 2 billion 300 million dollars, with an annual growth rate of 21%, while total revenue rose 10% to nearly 28 billion dollars.

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In the world cup PK, Nike seems to win by P.

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Adidas, as the official sponsor of the world cup, has no advantage over Nike. Nike, who is good at playing ball games, has made many viewers mistaken that Nike is the official sponsorship of the P World Cup.

But the world cup is just one step in the brand strategy deployment, and more PK is still behind the world cup.

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