Fifty percent off the sale of jerseys, ” heartbroken” adidas ｜ B World Cup

Russia, Belgium and Sweden, can they hold up the adidas jersey sales boom?

In the early morning of July 4, when Colombia was eliminated by England, the team uniforms of South America’s elite team immediately joined the ” select 50 % team uniforms” at Adidas’s official Chinese mall..

In this column, Colombia has many ” he is my brother” in Adidas camp – Germany, Argentina, Spain, Mexico and Japan. As these teams left the World Cup stage, their jerseys were marked with a 50 % discount by Adidas earlier ( fans’ uniforms priced at 599 yuan are now priced at 299 yuan ).

However, the Spanish team uniforms are still sold on adidas US website at the original price of US $ 130. On adidas Germany’s official website, the price of the German team’s jersey also remained at 129. The original price of 95 euros.

▲ overnight, Colombia’s team uniforms also joined the discount list.

This World Cup has been a surprise. Adidas would never have thought of such a situation – After spending a lot of money to sponsor 12 World Cup teams, only Russia, Sweden and Belgium were left in the top eight seats..

Adidas’s share price fell 2. 5 % when Germany, the No. 1 ace, returned home early. 7%. Argentina and Spain also did not play out what they deserved to win the championship and stopped at the top 16. Adidas shares have fallen more than 7 % since the opening of the World Cup.

▲ Russian team uniforms have become a new selling point for adidas.

By contrast, Nike, which sponsored 10 teams, won four seats in the top eight, and has already won the upper hand in terms of both absolute number and promotion ratio..

What is more important is the gold content and influence of the sponsorship team. Nike’s four seats are Brazil, France, England and Croatia, and what makes Nike secretly pleased most is that the four teams avoided each other perfectly in the eight-to-four match, which means Nike may even win the top four seats in this World Cup.. Among them, the first three teams have eliminated adidas – sponsored Mexico, Argentina and Colombia directly. They are not only the current favourites to win the championship, but also have many fans around the world, which can effectively translate into jersey sales.

▲ Nike Tmall Flagship Store Home Page.

In contrast, Adidas, Belgium has struggled to reverse Japan’s stumbling through a hurdle. Russia has a very limited base of fans in the world although it has the advantage of its host country, and Sweden is not a traditional strongman..

The Nordic team did not even appear in Adidas World Cup poster campaign, and there was a lack of presence in the online and offline stores.. However, as Sweden went further, the picture of Swedish team member eckedahl once appeared on the homepage of adidas US official website..

▲ Sweden’s jersey appeared on the homepage of Adidas’s US official website after Sweden’s promotion.

At adidas China’s official mall, the Russian, Belgian and Swedish fans’ uniforms currently on the field are still sold at 599 yuan, replacing Germany, Argentina and Spain and occupying the most prominent position on the page. Host Russia is replacing Germany’s ” C – position debut”.

However, no matter Russia or Sweden, their team’s influence is not as good as that of the traditional team. On Sina Weibo, Germany’s national team has 2.55 million fans, Sweden has not yet opened its national team’s official microblog, and the fans’ official club has only 40,000 fans.. This will directly reflect the ability of relevant teams to carry goods in China.

Personally, adidas star Lionel Messi scored only one goal in this World Cup. In early 2017, Messi and Adidas signed a life-long contract. Although the price was not disclosed, the previous contract between the two sides has reached 100 million US dollars per year.. But in the end, as netizens teased, Messi lost ground and fell on the grass in Russia..

The adidas stars such as Little Pea, Jlo and tony cross also did not show amazing performance. With the elimination of Mexican, Colombian and German teams, they also lost the chance to continue their campaign..

Although Nike’s soccer first brother Ronaldo and Messi returned home at the same time, his performance in the World Cup was still recognized, especially when he scored a hat-trick against Spain in the first game, helping the team to recover the tide and at the same time making himself a ” quality idol.”.

In addition, Nike’s Neymar, Mbappe and harry kane not only played well, but also the team was still in the title race and they had the opportunity to continue to shine on the field.. In particular, 19 – year – old French genius Mbappe made a stunning appearance in the quarterfinals against Argentina, overtaking 31 – year – old Messi, growing one by one and even making people unable to help crying out for heroes..

▲ Nike’s Mbappe Story on WeChat Friends

Obviously, everything is different from adidas original layout.

At the beginning of the World Cup, Adidas’ Asia – Pacific Brand Center in Sanlitun, Beijing was reopened. In a four-story building of more than 2,000 square meters, a huge portrait of a number of stars such as Messi, Ozil and Morata appeared in a prominent position. Most of the first floor of the store is occupied by the match shirts and retro shirts of Germany, Argentina and Spain.

▲ Level 1, Adidas Sanlitun Brand Center.

In 2014, when Germany won the championship, Adidas sold 3 million German team jerseys, which is almost a third of the sales of the brand’s football uniforms in that year.. Adidas’s overall performance in this World Cup is not as good as previous ones. But from a single item perspective, Bloomberg reported that Kasper Ror Sted, Adidas CEO, predicted that, The total sales of jerseys will exceed 8 million in 2014, with an estimated 1 million jerseys sold in the United States alone. However, Rothschild said Adidas would not predict sales of sneakers and balls.

According to data from PR Marketing, a German football consultancy,Adidas will also sell 10 million official game balls, down from 14.5 million four years ago. The company also expects that, The sales of jerseys in 32 participating countries were around 14.9 million, down from 17.7 million in 2014. The absence of two popular teams, Holland and Italy, was one of the major reasons.

In addition to the sales results, more importantly, for German brands that are good at football, the quadrennial World Cup is the best time to show their brand image. Sponsored teams cannot go further, which means losing more exposure opportunities on global television.

In 2015, Adidas will extend its contract with Spain to 2026. In 2016, Adidas renewed its contract with Germany until 2022, and the sponsorship cost reached 50 million euros a year, twice the previous cycle. Germany also overtook France to become the world’s highest-sponsored national team.. Nike pays 43m euros a year to sponsor the latter.

The background of the above actions is that Nike, Puma and other competitors have been stepping up football in recent years, and even running brands like New Balance have cut into this field.. In 2014, Nike’s football shoe business surpassed Adidas’. In this situation, Adidas needs to consolidate its advantage in football and needs a strong team record to keep its brand out more than ever..

” When Adidas dominates the European and American professional leagues, Nike’s increase in market share in this non – U.S. traditional strength means an increase in share price and brand power,” Jake Dollarhide, CEO of Longbow Asset Management, told Reuters..

But the charm of football lies in uncertainty.

If luck is good enough, Belgium in the upper half will still have the chance to meet Russia or Sweden in the lower half. Then adidas will have the opportunity to watch the team he sponsors, kick the TV star and lift the golden Hercules Cup.

Statement: This article was originally created by Lazy Bear Sports and cannot be reproduced without authorization.