Heard Of Zou Shiming, Anta, Do Not Follow Puma'S Mistakes.

I heard of Zou Shiming's name before P, and I knew that he entered the American professional boxing after the two Olympic Games.

For Anta to replace Adidas as Zou Shiming's sponsor, and Adidas's partial entertainment now, I first thought of not Adidas Germany, but Germany's other sports brand Puma.

< /p >

< p > the founders of the two brands are brothers, and later diverged because of differences of opinion.

About ten years ago, Puma also thought of changing its business routes and avoiding competition in the dominant market of Adidas and Nike.

So Puma began to find entertainment stars endorsement, create a young, colorful and character brand image.

This has achieved good results, and Puma has consolidated the position of the third sports brand in the German market.

< /p >

During the period, Puma did not give up competitive sports. For example, in the world cup, we saw that many African teams were sponsored by Puma. The colourful style was consistent with Puma's brand image. P

Puma also sponsors Schumacher, the car king who plays for Ferrari, including the sponsorship of Jamaica sprinter Boulter.

< /p >

< p > but in Germany, football is the first sport after all. In the eyes of people, Puma is no longer a sport but a fashion brand, which also affects the sales of Puma products.

So since the summer of 2011, Puma has become the new Dortmund sponsor of the Bundesliga champion, and has made German soccer player Royce and other stars this season, hoping to revive the attention of German teenagers to Puma brand.

Puma also hopes to develop its market in Japan and Poland through cooperation with Dortmund. Kagawa Shinji and Poland Sanjie have been or are now Dortmund's star players.

< /p >

Less than P, Puma's cooperation with entertainment stars did get a good result, so I can fully understand the strategic change of Adidas China.

Because entertainment stars are more accessible to the masses, sports stars are less likely to perform and fail to effectively promote brand publicity.

Besides, Adidas has fashion products besides sports equipment, so I do not think Adidas China is taking risks, but a very tried attempt.

< /p >

< p > but Adidas Germany has not yet done such a move. It is still dominated by traditional projects such as soccer.

Through long-term cooperation with the German Football Association and the Bayern club, Adidas has taken the advantage of its football brand in the hearts of the people. The Bundesliga arena now uses Adidas balls uniformly.

Bayern forward Gomes and Puma contract expired, or Real Madrid midfielder Mesut Ozil and Nike contract expires, Adidas has become their priority partners.

< /p >

< p > Adidas Germany used to make some attempts to invest a small fee in different fields.

But today, Adidas is a listed company and needs to give a clear explanation of its investment, so it will concentrate on the advantage area.

Of course, there are not so many brand competition in Germany, and Adidas Germany is relatively short of some pressure.

< /p >