Nike and Adidas -- Two Catfishes in Chinese Sport Equipments Market

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It is a normal morning. I put on my RBK coat and my Spalding basketball shoes, watch my father puts on his Pierre Cardin shirt, wears his Liaorateluo belt. The whole family enjoys Quaker oatmeal together. Then my mother goes to work with her Cardanro handbag… A day’s work begin, I use my ChenGuang pen to take notes, on the other side of the city, my father is using HP printer, the Nokia mobile phone is ringing in his pocket… in the evening, mom opens a bottle of Arowana oil, washed rice are put in Supor rice cooker already. After supper, the whole family sits on IKEA sofa, watch mom’s favorite TV show which was played in Konka television… Late at night, I fallen asleep, my parents return to the bedroom, end the day by lying in a large Simmons bed… My family is a regular waged family in China. 20 years ago when I was born, the family didn’t rich enough to have any product made by international manufacturers. 20 years passed, with the social development, people’s living standard is improving. International manufacturers’ products and their influence are showed in my family’s daily life. I will use sport brands as an example, to figure out how the international manufacturers’ marketing programs and activities change the life of me and my family. In recent years, with the increase of residents’ economic capacity and concept of consumption, the sales in China and the proportion of sales in China and the total turnovers of two giant international sport brands, Nike and Adidas, growing continuously. Every year, the two giants launched advertising campaign and they put more than 100 kind new products to Chinese market. On the other side, after 2007, with more and more Chinese basketball player near NBA and the downturn of Chinese football, basketball gradually replaced football and became the No.1 sport among teenagers. A group brands who use basketball equipments as the

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