I found it I'm definately still in love with doing inovative things, although working at a business corperation is safe and beautiful answer in my life in my relatives' eyes, i still think it over times and times again, should i continue on?

Any way,  i should go on my dull work, since i signed the contract a month ago. I Don't wanna lose money.

Collection LPs, write some passage all the time to release my spring of  ideas, can not earn any money.

But still, i should go on to know what i'm interested in. I still don't watch  so many tv programmes. But i really find some interesting programme on the Internet, called Project Runway

I know this programme two years ago, but i was not interested in it at that time.  but i listened the radio programme last Saturday, that the designers should design outfits for DRAG QUEENS in only TWO days!! What a risky challenge. It mus be so fabulous~! 

But since the Season 5 is not end now, i download the Season 4 from cast 1

I found a qute designer Christian Siriano, his work can be done in a short time, and lovely clothes by his hand came over.





Love you till die, lovely guy~!

Every morning i watch Project Runway, then i run to bus station to work, from heaven to darkness~~!!!! 
Those glam things are just too good to be true.
I WON'T GIVE UP MY CREATIVITY IN MINE!
even it wastes my time and money, i will go on collecting my LPs
and passage related to them

      情绪化过度，严重影响我各方面，并且情绪化起来让人觉得是暴力

3、你現在最想念誰？

      没有啊~~

4、接受婚前性行为

      ……我可能不会

5、最害怕什麽？

      杀身之祸，犯错啦，赔钱啦~~那些

6、你是一个怎样的人?

       穷人+愤青

7、你对你现在的生活满意吗?
             
              满意个头啦，我运气背了两年了！又穷又多事烦

8、你是怎么对待生活的``````````？

       十分厌恶的态度，因为这几年实在运气不好

9、你最想得到甚麼？

      钱
    
        10、你和朋友鬧翻了，你會心痛嗎？

        Of course啦~ 不过经常有这样的事

11、最近最鬱悶的事？

       工作不知做不做好，在同一层楼见到很多以前同班的Bitch，工资太低，不知能不能出国，毕业又很恶心的没有一点像样

12、你現在遇到你愛的，或者你喜歡的人嗎？

        遇到，又能怎样

13、你最喜歡叫你另一半做甚麼？

        叫鬼娃就好，我已经被这个名字困住了
       
        1 4、名花雖有主,拔者更無情!妳會去做那拔者嗎? why？

       不会，本来就不喜欢脚踏两条船的人

15、誰在你心目中最重要？

       如果我说给我钱的人你会不会觉得我henfuqian

16、如果给你一种超能力的话,最想要哪种超能力？

        隐形，觉得出现在人面前震detingm

17、最想过什么生活？写下来

       工作轻松大把钱，或者是穷困潦倒但是做我喜欢的事，并且没有人干涉我

18、当你爱的人已经不再爱你了，你会怎样做？

        自己忍咯~！

19、会不会为了自己爱的人付出一切?

       会..绝对会

20、你会为了让爱人幸福而放弃他吗?

       虽然不想，但觉得我会

A、被點到名字的要在自己的博客裡寫下自己的答案.

      然後去掉一個你最不喜歡的問題再加上一個你想問的問題，

      仍然組成20個問題，傳給其他8個人，列出其他8個需要回答問題的人的名字。

      還要到這8個人的博客裡留言通知對方——你被點名了。

      被點名者不得拒絕回答人將會永遠得到大家的祝福。

B、這8個人要在自己的博客裡註明是從哪裡接到的，

      並且再傳給其他8個人，讓遊戲繼續下去，不得回傳。

      被點到名字的人將會得到大家的祝福，並且所有美好的願望都會在不久的將來實現。


    去掉问题  1 4、名花雖有主,拔者更無情!妳會去做那拔者嗎? why？
    加上这个——如果让你重新选择出生地，你选在哪里，为什么？



    被点的人：1. 老爷
                        2.小苹
                        3.米七
                        4.海棠
                        5.Jueer
                        6.momoko
                        7.sherwin
                        8.叶大蕉

1. Introduction

In this report, I will research and try to analyze the related information about Adidas Ltd., in China; the related information includes the business environment, marketing mix and the consumer buying behavior of this company.

First of all, I’ll introduce the background of the company. Now, Adidas Group is one of the leading sports companies in the global market and also is famous in China. The main products of the company include all kinds of sports shoes, sneakers, sports clothes and accessories. There are about 600 employees working for adidas in Hong Kong with about an additional 1.000 in China Mainland (Shanghai, Beijing, Suzhou, Guangzhou, and Taipei) at the moment. This number is quickly increasing because of the growing market potential in Asia Market. I will focus on how Adidas influence China market and the opportunity the company gets from it.

2.     The company

Adidas Ltd. is a major German sports apparel manufacturer and part of the Adidas Group, which consists of Reebok Sportswear Company, Taylormade Golf Company, and Rockport. The company is the second largest sportswear manufacturer in the world. Adidas was founded in 1948 and named after its founder, Adolf (Adi) Dassler. Dassler had been producing shoes since 1920, in Herzogenaurach, near Nuremberg and he was helped by his brother, Rudolf Dassler. The company registered as adidas AG (with lower case lettering) on August 18, 1949. The company's clothing and shoe designs typically feature three parallel stripes, and this same motif is incorporated into Adidas's current official logo.  There are three main lines of the products; Adidas Performance, Adidas Origin, Adidas Y-3; standing for three different directions of the sports products. That is Innovate to Perform, Celebrate Originality and Future of Sportswear. The company revenue for 2005 was listed at €6.6 billion, or about US .4 billion and the 2006 figure was listed at €10.084 billion, or about .625 billion.

Adidas has been in Chinese sports products market for over 25 years, long before the more recent development of the Chinese sports industry. The unique and visionary contributions Adidas has made to the development of sports in China.

3.     SWOT Analysis of Adidas

3.1 Advantages of the company

Adidas is a very famous name in worldwide. And the products are in good quality. Adidas has a clear mission – “to be the leading sports brand in the world”. To reach the expectation of the company, Adidas puts a great deal of money and continuously do researches to make all of the products durable and comfortable. For example the “Adidas One” is the first sports shoes which contain the small computer chip to fit the feet at any time.

The second strength is that their products are very fashionable, some famous sports star like David Beckham and Kevin Garnett are the spokesmen for the brand.    International brands have tried to capture the hearts of the youth who are more consumer-driven and connected than preceding generations. Young urban Chinese, and a growing minority in the countryside, who like fashionable looks, will become the supporters of the brand. They wear athletic shoes, baggy T-shirts and track suits as so many teenagers in other western countries.

      Passing more than half of a century, the company gained experiences on sports products field, and that’s another treasure to the brand. After decades, the company is experiencing enough to face the problems. And the long history of brand also wins so many potential customers for the brands.

       The three main strengthens of the company are the main support of the company entering China market. After 2004 the Athens Olympic Games, Adidas put million to 0 million to win the sponsorship in 2004. That’s very unusual to the company, but it also shows the great confidence of the company to be success in China market.

3.2 Some weakness of the company

The time that Adidas entered China is a little bit late, though Adidas was a well-know name in European countries, more Chinese knew about Nike. Although Adidas has very long history of producing sports goods, Adidas didn’t focus on China Market not until to 2003. But the other international big sports brands like Nike had already got great success and got a big market share of sports good in China. It’s hard for the company to beat Nike in China in reason of the time problem.

Adidas, the No. 2 athletic-shoe and apparel maker, and larger rival Nike are opening locations in China ahead of the 2008 Olympic Games, which is expected to accelerate demand for sports gear. Adidas's 1,300 sales locations in China, compared with 2,000 for Nike, will benefit from Reebok's endorsement pact with Houston Rockets center Yao Ming of the National Basketball Association.

“Everybody's got their eye on the China prize,'' said Paul Spindler, who helps manage .5 billion at Pittsford, New York- based Clover Capital Management. Clover owned 388,669 Reebok shares as of June. “Nike has a head start. Adidas would like to be larger as the China opportunity unfolds.'' (Gareth Powell, 2008.4)

       Some of the ideas of the company are not creative enough, and the 3 different directions of the brand dispersed the capital of the company. That may let the company quite get lost in building up the image. Is it professional, unique or fashion?

       In case of Adidas split some of their money and energy to Adidas Origin and Adidas Y-3, Adidas can’t professional enough to cover all the sports products, Adidas may possibly give up to provide the professional sports good for the minority of the sports field.

3.3 Opportunity for Adidas in entering China market

As Beijing gears up for the 2008 Olympics and the Chinese get richer -- giving them more leisure time and sparking greater interest in sports. Adidas saw the great opportunity to enter China market, that’s the Beijing Olympic Games. The Beijing 2008 Games are set to be the greatest sporting event in modern Chinese history, all Chinese is expecting this great sports event, and the game day is coming. The game may bring some clients and also profit to the company. And the sports event is a good chance to advertise for the company, when Chinese athletes win medals, they will receive their awards wearing Adidas, and the logos of Adidas appear all around the stadium will be broadcasted on televisions.

Another great opportunity Adidas get is the potential customers in China, although sports were once seen as a luxury in China, as the middle class has grown and culture has changed, interest has exploded. The rapid economic growth also bring so many new customers to the company, many world-wide brand has turned their centre power to China in order to grab some market share for the company.  If Adidas can catch this valuable chance, the market will also benefit the company in the reason of the growing buying demand of the products.

3.4 Threaten of the company

Nike and Adidas are the biggest sports product brands in the world, and they always compete to each other in all market around the world. But both of Adidas and Nike want to win in China market.

       Although Nike commands a 40% U.S. share vs. Adidas's 15%, the rivals are locked in a much tighter race in China, where, in the absence of a clear consensus on the market data, both companies are laying claim to the leader's crown.

In addition to TV ads and new products, the jostling in China has included grassroots marketing ploys, sponsoring local sports teams and players and appearing in new sales locations at a breakneck pace. Nike, for instance, has opened a flagship store in Beijing and in December through February, it began selling in 900 other outlets around China, bringing its total to about 3,500. Adidas says it has more than 4,000 locations and its Reebok brand has 550.

Adidas, according to company spokeswoman Anne Putz, is "outgrowing" its major competitors in China, including Nike. She declined to elaborate.

Some of the market research shows Nike with something of a lead. As of 2006, the latest available year for data, Nike was the largest foreign shoe brand in China, with a 9.8% share of the total footwear market, followed by Adidas at 8.2%, according to Euro monitor data. (Andria Cheng, May 9)

China is one of the largest emerging markets and a top focus for shoemakers fighting for market share. It’s hard to struggle with Nike in China, due to the certain market share that Nike owned in China. Besides many small sports products companies, the largest threaten of Adidas in entering China market is their biggest competitor, Nike.

4. Adidas and Beijing Olympic Games

4.1 Marketing Mix of Adidas entering China Market

Marketing mix refers to the way in which the seven key parts of a company’s marketing policy are combined to achieve its objectives. The “7Ps” include Product, Price Place，Promotion, Physical evidence, Participants and Process. Sponsorship is relating to the Public Relations, and the sponsorship is a feature of the company, public relations resolve some methods to tell customers about the product.

There are so many means of publicizing and promoting Adidas’s image with a view to influencing customers to buy products. Generally, Adidas uses three public relations methods; they are Promotion, Press Relations and Sponsorship. Through public relations, the company creates a favorable image to the clients, they are young and creative.

Before Adidas get the sponsorship of Beijing Olympic Games, the company opened retail stores all over China in continuously since 2003, it made the brand well known to Chinese in a very short time. Thanks for the profit the company gained in the past years, Adidas opened the retail stores in a rapid speed, and now the amount has reached to 3000 in China. The retail stores is one of the most useful preparation for the company as all the products are sold in the stores, it really affects the sales volume of the company in China. As the Official Sportswear Partner, Adidas will supply sportswear for all staff, volunteers and technical officials of the Beijing 2008 Olympic Games. With a network of 3,550 Adidas and Reebok stores spread over 400 cities, Adidas is on track to achieve 1 billion euros (.47 billion) in net sales by 2010. Adidas has plans to achieve the foremost place in Chinese markets before Beijing Olympic Games 2008 and further would like to clinch the first place in Asian markets by 2010.This benchmark will make China, together with Japan, the second-largest market for Adidas outside the United States.

Once the group signed the contract to be the sponsor of Beijing Olympic Games, the company broadcast more advertisements in the media; people can see the ads of Adidas everywhere. The Advertisement is a way to attract the potential customers, combining with the retail stores, the two ways are the real hand to increase the sales volume and build up the brand image.

Like most of the international brands, Adidas opens more factories in China in order to decrease the cost of producing the product, and makes it possible to push the latest edition of the product in the shortest time to China market. All they do is to catch China market and prepare for the great sports event.

4.2 What Olympic Games will bring to Adidas?

       Olympic Games will only last 14 days, but what it takes to the company will last more than 4 years. All the sponsors know this; the game will take so many chances to the companies as a matter of the highly-centralized people and the TV shows.

"We believe that (2008) is going to be the biggest Olympics ever," said Zerbib, who recently bought an apartment in Beijing to be closer to the action. "It's likely to be the most commercial Games."

"China's sports goods industry has enjoyed rapid development in recent years," said Zheng Zeyun from the China Sports Goods Federation.

    According to Zheng, China is already a major global sports goods maker. It can independently produce facilities and equipment for more than 100 sports. (Associated Press, 2008.2)

Adidas was very experienced in supporting Olympic Games, and looked at the past; the company had really sweet results after those Olympic Games. The partnership between the Olympics and the company dates back to the 1928 Amsterdam Games. The sales volume figure is more than triple the amount of donations promised by each partner in the Athens Olympics. What was seen as the norm concerning the amount of a sponsor's donation in previous Games does not apply to the Beijing Olympics. China is incomparably larger than Greece and Australia as a market. Adidas has thought ahead about what the Olympic Games would bring to the company. Undoubtedly, no country can rival China as an alluring market if the nation's economic growth continues, a development that would transform the new economic powerhouse into an advanced consumer society. The Olympics and China are key components in a strategy to revitalize the 78-year-old company that pioneered the sports-shoe industry but then grew listless.

Sponsorships give companies limited rights to use the Games logo on products and in advertising. The company will drape the Adidas name and three-stripe logo on Chinese athletes at the Winter Olympics next month, splash it on souvenir jerseys for the 2008 Games and clothe tens of thousands of officials and volunteers at the Beijing competition. Due to the large market in China, all the small things will be big events for the company. Besides the profit the company gets from the China market, the company also can earn more customers for the company.

4.3 Possibly risk Olympic brings  

It’s a tough year for China, while all the country was attacked by disasters over and over again, the snow storm, Tibet protest and the Wenchuan earthquake must affect the Olympic Games. Through this disaster, no one can predict the Beijing Olympic Games will be a successful one, there is always surprises waiting for the people.

If the Beijing Olympic cannot reach other’s expectation, or cannot attract so many people as it was estimated, the company could possibly waste some of their money. Besides, what if the Beijing Olympic is ruined by some terrorists, that may also destroy the brand’s image either.

5. Conclusion

Adidas entering China market in a very special way, that is, catch the Olympic Games as a start, what the company does is always combining with Olympic and International. Adidas really catch the so called “Chinese thought”, and then the company put great deal of money and product line to China to open the new market. Due to Adidas is one of the market leader in sports product field, it works in the recent 5 years. Since the company knows clearly about their strength, so they use this way to enter the market.

China is an attractive market for every international company because of the great amount potential customers. Though it’s a little bit late for the company to enter China, the Olympic Games can bring much more than what they expected to the company. After the Olympic Games, the success is going to continue.

6. Adidas Figure Reference

The following table outlines the financial guidance adidas Group Management gave on March 5, 2008.

Financial data in millions of Euro (From Wikipedia)

Adidas Cash flows (From Adidas Official Site)

7. Bibliography and Website References

Bibliography

徐小贞，彭朝林 (eds.)《国际市场营销》，高等教育出版社International Market Entry

Website References

1. Associated Press, 2007, “Adidas sees Games as venue to China market”, Retrieved on March, 18, 2008 <http://www.msnbc.msn.com>

2. China Economic Review, March, 18, 2008, “Nike, Adidas and the Olympics”, Retrieved on April, 5, 2008 <http://www.chinaeconomicreview.com/olympics/category/adidas/>

3. Agence France-Press, 2005, “Adidas signs on as Olympics sportswear partner”, Retrieved on April, 5, 2008 <http://www.thestandard.com.hk/stdn/std/China/GA25Ad05.html>

4. Charles Hutzler, January 28, 2006, “Adidas is out to conquer China”, Retrieved on April, 6, 2008 <http://www.signonsandiego.com/uniontrib/20060128/news_1b28china.html>

5. Tian Shan Yun Hai, August 2007, “Will boom continue post-Olympics?” Retrieved on April, 10 <http://www.xinxi110.cn/s2007/63/n-18763.html>

6. Adidas Limited, January 2008, “Annual Report of Adidas”, Retrieved on April, 16 <http://adidas-group.corporate-publications.com>

7. China Law Blog, September, 5, 2007, “Adidas On China IP”, Retrieved on April, 18 <http://www.chinalawblog.com/2007/09/adidas_on_china_ip_just_do_it.html>