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"I want to use the simplest and most straightforward sketch lines to render the whole concept." Bi Po-yuan, vice president of Adidas Greater China market, "Global Entrepreneur" explained. & Nbsp; & nbsp; & nbsp; & nbsp; The "easiest" ad actually is a huge project, as much as a Hollywood film production. Zheng Zhiyue header shot from the need ropes hanging in the crowd in order to achieve Sui dribble effect, the crew erected a giant runway; and in order to reproduce Hu Jia's 10 meter platform in Athens winning leap of scene, only in one scene where the production team used 50 real foreground, 100 hand-painted figures for close-range and 15,000 virtual characters for vision. "You need to shoot the plane on the basis of copy of fifty thousand virtual characters, more than sixty people in the production Cheap air jordan 12 for sale online free shipping team would have done just the postproduction forty-five days." Bi Po-yuan said. Together this group of costly ad carrying the human and material resources of a simple task: to help consumers answer questions like Adidas? "I'm not the athletes, I can do what" questions. Find the answers to spend more than a year of time. & Nbsp; & nbsp; & nbsp; ??? 2007, TBWA advertising creative director of China Zhou Jinxiang received a special task Bi Po-yuan given by means of a series of image promotion campaign, helping Adidas in the minds of ordinary Chinese people From Olympics "everyone involved" emotions. This stems from the confusion between the two years after the completion of Po-yuan made the Olympic global partner. According to the survey data Adidas, one of the most intractable problem is people do not know how enthusiastic participation in the Olympic Games, they feel too far away from the Olympic Games. "They want to be involved in the body, but as a spectator, but also at a loss, they are in fact being neglected." Bi Po-yuan of the "Global Entrepreneur" said. In his opinion, it has eight decades of history of Olympic sponsor Adidas and Olympic intersection is not difficult to find a reasonable, it is important how the table ?????? and the Olympic Gam cheap jordans online es, the people "together" feeling. In a chat, Bi Bao Yuan Zhou Jinxiang hope to launch a series of well-made advertising to express this feeling. "We do not accept the good things in general, only accept the best thing." Bi Po-yuan said Zhou Jinxiang. This allows responsible advertising creative Zhou Jinxiang feel very pressure. In more than a year, his work has been inundated with all kinds of creative solutions, his weekly with Adidas 2008 Olympic project director Kerui Jia (Erica Kerner) communicate several times in bursts and his colleagues met to discuss, and then at great length report one after another advertising and creative activities. "It was a painful process." Zhou Jinxiang said. & Nbsp; & nbsp; & nbsp; & nbsp; the final presentation of the advertisement clearly continuation of the previous Adidas global advertising borrowed the world's top sports stars team performance style personal heroism approach, but local elements and local athletes occupy the upper hand. "This is the first time in the history of Adidas." ????? on the "Global Entrepreneur" he said. Ke as Beijing stepped up its advertising and marketing investment stakes ?? density and frequency far beyond the World Cup in Germany two years ago, the local Chinese wind held Indeed, i Retro jordans for sale t is Adidas chairman and CEO Herbert Hainer ? ( Herbert Hainer) will. & Nbsp; & nbsp; & nbsp; & nbsp; The cost reductions known CEO office at the beginning of one of three fire burned biscuits are free to cancel the sporting goods group's German headquarters of supply, however, For the Beijing Olympics, he was determined to put a miserly sponsorship seventy million euros as well as a surprising number of follow-up and promotion expenses. Because without him, as the company's fastest-growing major market, the Olympic Games held in China for Adidas to achieve its goal to become critical global sportswear industry leader. But let Herbert dissatisfied Adidas is both globally and in the Chinese market, sales are lagging behind Nike. In the upcoming Beijing Olympic Games, Adidas must have style all their own, then, there was this group of unprecedented "Chinese" ad ?? Adidas had been making a global advertising, never produced a single image ad regional market. As CEO, he is determined to completely break this convention. Tennis player born ????? previously served as Marketing Communications Director of Special Olympics East Asia during the Athens Olympic Games is to be excavated and given responsibility ? Herbert Hainer, Adidas Beijing Olympics has overall cheap jordans for sale mens responsibility for the marketing, sponsorship, franchising and business development activities aspects of the work. Ke led the project team only twenty members from around the world, involving advertising licensing, marketing, hospitality, ticketing and many other professional fields. In pushing her, three years ago, Adidas sponsored the five-year nearly 200 million yuan to the Chinese national volleyball team, this astronomical figure, but also created a Chinese individual sports teams to accept sponsorship amount of time record. "Chinese youth want to see their country and national sports stars stand on the world stage." Kerui Jia explained. Win an absolute market capacity is not easy, Adidas had struggled to achieve product in China. Located in Shanghai Hongqiao Adidas Shanghai Creative Center is its localization of product design incubator. "In this year, where the need to complete the more than two thousand four hundred kinds of new products, design work has been able to occupy half of the Chinese store product categories." Adidas Shanghai Creative Center Director Mark ? Colin - Tomer (Mark Colin-Thome) said . For more acceptable to Chinese consumers, the design department has increased the proportion of Chinese elements, some of the past never ha cheap foamposites d the design elements began to enter his field of vision, such as clouds, fan, bright "Red China" and other elements. Introduction of new products with China are obviously a lot of design, such as with a carving hoodies and fire red windbreaker with Zibai white. Compared with European consumers, who obviously favored Chinese colors gorgeous feeling. Mark obviously felt that. & Nbsp; & nbsp; & nbsp; & nbsp; Adidas tentative two years ago launched the Olympic series of product design, but the response was not enthusiastic, but it was a strong enemy sniper Nike . Nike took a circuitous tactics, highlighting its "golden generation" retro products. This series with Xu Haifeng, Lang Ping, Zhu Jianhua three story old athlete at the 1984 Los Angeles Olympics as inspiration. In a limited edition retro Nike sneakers are Chinese red soles, marked with yellow Chinese characters "breakthrough" on the upper. The color of the clothes in bright red flag, imperial gold and motion-based play color blue, bright yellow chest word "China" also the customers who look back to the 1984. The design of Nike apparel in many past Olympic documentary can be seen, it is reminiscent of past Olympic glory. For Adidas, the innovative design is imminent. Shanghai design center set up Cheap air jordans for sale three years ago, right time, which allows the company to obtain timely feedback from the market. In the past few years, Adidas has introduced design elements to join the Chinese sports clothing and sports shoes, and gradually bid farewell to the past basic to the Western style-based marketing model. & nbsp; & nbsp; "degree selling products with Chinese elements make us feel very surprised." Mark said. Here the birth of many Chinese elements into the star product, such as initially designed for children, and with Fuwa patterned blouse. Soon, Adidas staff were surprised to find in the street watching some of the children's version of an adult girl wearing largest number of Fuwa shirt. These phenomena are fed back to the design center for adult Fuwa shirt was quickly put on the market. "Until now, these products are not in stock." Kerui Jia said. Battle terminal However, Adidas Beijing Shin Kong shop manager Zhao Bo, the design changes are not the things he is most concerned about, "For me, the most important thing is the store management." Thirty-year-old Zhao Bo have seven sports brand store management experience, make him feel the pressure it is how to complete the 12 million to 15 million yuan in sales this year. & Nbsp; & nbsp; & nbsp; & nbsp; ". Retro jordans for sale Details of the administration is an indispensable work, we increased the power of the channel data mining" Adidas regional sales manager Zhao said. The secret lies in changing the beat frequency and speed. In response to competition, Adidas previously twice a month the new replenishment frequency has been increased three times, only in April, the Beijing area Adidas store on each terminal received more than one hundred and sixty new models Olympics, over up to five species one thousand kinds. "This means a monthly exhibition fully update again." Zhao explained. In addition to continuing to expand the proportion of the Olympic family, Zhao also asked the salesman to enhance customer service quality, a complete decomposition of the purchase process for customers to watch the window, concerned goods, try the front, cashier, maintenance and additional marketing and presentation The method of sale and other sectors. "We are required to ensure a very high level of customer service." Zhao on the "Global Entrepreneur" he said. To test the quality of service, she has expanded in the area each week storefront "mystery shopper" inspections activities Similar inspections will be informed of the results of the first week of the second half past nine jurisdictions ma cheap jordans for sale nager meeting, the manager who ensuing brainstorming, Analysis of recent changes and future measures to deal with. Zhao led the men twenty-eight employees, management and maintenance of more than five hundred square meters of stores. He obviously felt from the beginning of last year the company significantly accelerated the new product replacement rate, which has more than two hundred kinds of styles of shoes, clothing and more than twice the shoes, everything from David Beckham's football equipment to the latest trendy yoga series. & Nbsp; & nbsp; & nbsp; & nbsp; Zhao daily tasks can be summed up is not complicated ?? maintenance display the image, then as many sellers. According to the management experience of Adidas, Zhao was asked to clerk divided to four categories: the ability willing to work, have the ability to refuse to work, can not afford to be willing to work and can not afford to refuse to work through the monthly data for assessment personalized management. End of each month for two days, all employees were asked to an intensive training, the Olympic product knowledge to explain the focus frequently mentioned ?? In addition to price, the clerk who would like to explain exactly what the customer and product designers design ideas inherent in science and technology content. Zhao Bocheng identify the clerk to remember these complex design ideas is not an easy thing. "The only trick is to study hard." Zhao said. Because each quarter has a variety of Olympic new products, latest design theme is the Olympic venues as well as green. & Nbsp; & nbsp; & nbsp; & nbsp; Zhao, the content of the work day can be a "MODEL DAY" in the form of the cover, this table provides a detailed enough for the manager's work instructions, simple easy to manage, according to sellers of peaks and valleys, they are precisely cut time to check invoices and many other aspects, such as from work before cleaning the store after work. In response to the increasingly popular selling climax, increasing the reaction rate, Adidas specially opened up a rapid replenishment channel, fast supply of goods by mail from Shanghai or Suzhou delivery to the store, from order to receipt takes only five days. Every Wednesday of every storefront furnished by specialized departments large rectification, the goods will be re showcase for music and product announcements will be reissued once ?? they are required to be updated every day; associated with it, the lighting department lighting will be conducted in accordance with the updated store debugging furnishings and musical themes. Although these anomalies cumbersome maintenance details, but Zhao is not tired, Adidas store management data show the proper music and lights with better sellers.Elegant and noble. 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