Adidas- The drift between imitation and being imitated.docVIP

 PAGE \* MERGEFORMAT 10 Adidas: The drift between imitation and being imitated Undeniably, Adidas missed the 20th century, 80 years of sports industry event, when it is asleep, but after that it have no rivals in this area. In 1978 after the death of founder Dassler, Adidas has lost the main driving force of technological innovation began to waver, become blurred. In 1989, the company sold a controversial French Ta Pier, his political ambitions than commercial interest, three years later, when he found himself facing financial difficulties, he chose to transfer control of Adidas . This is the Adidas history’s most dismal scene. 70 Adidas or the late leader of the U.S. market, while in 1992 the market share of only 3%. When Robert Louis Dreyfus took over, after everything finally pick up, they re-enact the development direction of Adidas, compressed expansion of product lines and carefully began to reform. The new brand management framework, a new look of the ads, to re-adjust the sponsorship activities, programs and outreach activities to make the brand Adidas revived, but in many areas, Adidas is still forced to live under the shadow of Nike, at the same time face brands such as Reebok and Puma on the challenge of imitating and being imitated danced between. The same old problem Continuation of the same story is in China. Adidas in China, has produced 45 million pairs of shoes, but in many places, the world famous is not the first choice for people shopping, expensive price tag as well as from Nike, Reebok, Adidas sales of the temptation to make faces pressure, much as it has happened in other countries are no different, but in the past two decades, this problem has been plagued Adidas. Now, Adidas pressures increase. Although China’s president, Sandrine, said: ‘We in Asia are in a successful stage, in the past two years has achieved double-digit growth, sales growth in China has reached nearly 30% of the World Cup come It is time, it can help us to maint