The latest website: Adidas has been trying to break through from women players and open up the tennis market, but it has never been successful. Why?
Could it be that the commercial prospects and market appeal of female players are not enough?
In fact, in the field of tennis, the commercial value of female players is higher than that of male players. From court attendance to TV ratings to market appeal, professional female players lead the way.
As early as 1997, Adidas dug out the first-generation tennis sweetheart Anna Kournikova (anna-kournikova), and every game of Kournikova was a sensation; until 2012, the beautiful girl Yu Ginny - Bouchard (eugenie-bouchard) into the Wimbledon semi-finals turned out, Nike signed an endorsement contract with sky-high prices.
In the past two decades, the market potential of women's tennis players has shown a continuous blowout trend.
Although the bonuses in the professional arena have not yet achieved equality between men and women, male players have an advantage in this regard; but in terms of off-court endorsement fees and market opportunities, female players headed by Sharapova and Serena Williams are able to compete in global competitive sports. Ranked among the top of the pyramid in the market.
It can be seen from here that Adidas' strategy is not a problem. In recent years, Nike has also started to embark on the road of deadly rivals, trying to focus on the women's player market to dig out more business opportunities. They are ahead of their competitors. Signing Li Na actually has such strategic significance.
So, why is Nike's market share in tennis still higher than Adidas? What went wrong?
Simply put, the stability of play.
On the whole, the performance of male players is more stable. Once they play out, they can continue. Not only the Big Four, but before that, Marat Safin, Juan Carlos Ferrero (juan- Carlos-Ferrero), Andy-Roddick (andy-roddick), Lleyton-Hewitt and other generations of superstars are the same, they can maintain their peak state for a long time.
But in terms of female players, since the golden generation Justine Henin (justine-henin), Lindsay Davenport (li), Emily-Mauresmo (amelie-mauresmo), Jennifer Capriati (Jei), Jim Clijsters (kim-clijsters) and so on retired, fell into a melee, few players can stay in the top ranks for a long time, which also seriously affected the layout of Adidas.
Competitive sports, in the final analysis, still need to use results to speak. Both Ivanovic and Wozniacki are beautiful girl players who turned out, but their performance on the field is ups and downs, and they have not been able to maintain their peak state for a long time. , Even being criticized as "the number one in the world of parallel imports", Adidas' global strategy has been unable to open up the situation for a long time.
At the moment in 2014, the only queen of women's tennis is still Serena Williams, so that people jokingly refer to other female players as maids.
Back then, Safin, Djokovic, and Fernando-Gonzalez were all Adidas players, but as Safin and Gonzalez retired one after another, Djokovic turned around Under the crocodile, the Big Four took over the tennis world, and Adidas' marketing strategy suffered a serious blow.
Until now, Adidas has not been able to get rid of the shadow of its competitors.
It is based on this fact that Tobias believes that Adidas is a better choice-
Because they are more urgent.
A new-generation player with superstar potential, a young player who can tap the Chinese market, a male player with a more stable overall performance...
It perfectly fits Adidas' strategy, and can even become the starting point for changing the market. You can see that Adidas has signed so many young Chinese players. They have always had this idea. It is more cost-effective to sign young players.
Whether it is Nike or Adidas, the competition between the two parties in the youth market has never stopped.
Therefore, Tobias believes that Adidas should not only sign Gao Wen, but also grab Gao Wen in front of Nike and acquire Gao Wen at a high price.
Thoughts are beautiful, reality is cruel.
As a senior agent, Tobias managed to make an appointment for an interview without much effort, and had a face-to-face conversation with the senior management of the entire North American headquarters of Adidas. He also showed Gao Wen's characteristics, advantages, status and future possibilities. In front of the high-level.
However, the interview did not have a clear result.
In fact, the other party did not refuse or nod, but just went around in circles with ambiguous greetings, and ended the interview happily.
But Tobias was able to quickly sense that Adidas was not that interested. In the final analysis, he should still be concerned about Gao Wen's qualifications:
The United States champion plus one challenger championship, such chips are really not enough.
In a way, Tobias can understand Adidas' hesitation.
In recent years, Adidas has been investing in young male tennis players in China, hoping that some players will emerge like Kei Nishikori or Li Na, but the reality is very cruel. So far, no male player in China has entered the world The top 100 in the ranking have not gained anything after years of hard work.
Such a performance, compared with the Chinese women's players blooming in the top ranks, is really far away.
It is inevitable that Adidas will be more cautious and want to observe again.
But in Tobias' view, investment should be made early. If Gao Wen makes more achievements, the current situation may not be the case.
Now, Tobias needs to take the initiative to sell Gawain door-to-door, and the sponsorship offer is very reasonable. He hopes that Adidas will sponsor Gawain US$300,000 a year as training and competition funds-the bottom line is US$200,000 a year, because he also Knowing the figure of $300,000 is estimated to be difficult.
But if Adidas waits and sees, the numbers won't stop here.
Adidas' hesitation, in Tobias' view, lacks decisiveness.
This box~www.mtlnovel.com~ Adidas has not given a positive reply for the time being, Tobias turned around and went directly to Nike, wanting to see the reaction of Nike and stimulate Adidas at the same time.
The friendship between Nike and Tobias is really extraordinary, even if Gao Wen is still a nobody, Nike is willing to give Gao Wen a chance.
Then, Nike made Tobias an offer, $80,000 a year, plus sponsorship for all the gear—
The main reason is not because Nike is arrogant and looks down on Gao Wen; but because Nike has Li Na, their demand for the Chinese market is not so urgent.
Therefore, they can take their time and observe slowly. It is not bad to sign a contract with a potential new star at a price of 80,000 US dollars per year to cultivate and see, but it doesn't matter even if a cooperation agreement is not reached.
This figure did not satisfy Tobias.
Over there, the Lexington Challenge is in full swing.
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