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& Nbsp; & nbsp; & nbsp; & nbsp; Adidas and Reebok to implement strong combination, Nike dominates the position constitutes an unprecedented challenge. But Nike under this head with a blow would breathe really difficult? Adidas and Reebok combined, will have a "1 + 1〉 2" effect it? But in the end can constitute much of a threat to Nike? & Nbsp; & nbsp; & nbsp; & nbsp; The author: Chen Ying & nbsp; & nbsp; & nbsp; & nbsp; Adidas, Reebok to join forces! The history of the world sporting goods market, a rare event in Nike sounds somewhat frightening. & Nbsp; & nbsp; & nbsp; & nbsp; combining the strengths of & nbsp; & nbsp; & nbsp; & nbsp; Adidas and Reebok merger decisions indeed somewhat surprising, but they are in fact premeditated. During last year's Athens Olympics, Adidas CEO Herbert. Hainer and Reebok CEO Paul. Freeman had several private meetings to discuss how to deal with this issue Nike. & Nbsp; & nbsp; & nbsp; & nbsp; early August, Adidas and Reebok finally reached an agreement, adidas will be announced 3.1 billion euros (US $ 4 billion) acquisition of Reebok. Under the agreement, Reebok will not be so "disappeared", it will still continue to retain their own brands, the headquarters still remain in Massachusetts - which with Nike in 2004 for the acquisition of Converse somewhat similar, but it is more thorough Some - in trading and Converse, Nike, in addition to the management team and promised not to change the Converse business outside of its marketing rights for Converse also does not include the Japanese market. & Nbsp; & nbsp; & nbsp; & nbsp; in fact, Adidas acquired Reebok purpose is very clear. Currently, Reebok in the US after Nike, the world's third-ranked, located Nike and Adidas, the Chinese player Yao Ming and Allen Iverson, big stars are its signing players, and even around the world have in the United States great influence. If Adidas can succeed acquisition of Reebok, its share of the entire sporting goods market will reach 20%, while still maintaining a leading position even though Nike, Adidas, but will face unprecedented fierce challenge. Adidas CEO Hainer also no secret to regain the dominant industry mean hands from Nike, publicly stated: Combine Adidas and Reebok will have one plus one is greater than two effects. & Nbsp; & nbsp; & nbsp; & nbsp; the acquisition has been an important means of Nike expansion. Back in 1988, Nike began the history of acquisitions, has bought the Cole & nbsp; Haan, Bauer, Hurley & nbsp; International and Converse and other companies, greatly expanding the business scale, stretched product line. Admittedly, Nike achievements to its industry dominance, acquisitions contributed to this series. Nike founder Phil. Knight has publicly acknowledged that the acquisition of Nike suppress opponents of a "big stick." But now the blow opponents "stick" but are as rival Adidas waving and waving was so powerful, it is no wonder Nike sounds somewhat frightening. & Nbsp; & nbsp; & nbsp; & nbsp; directed Nike & nbsp; & nbsp; & nbsp; & nbsp; Adidas acquisition of Reebok, directed at Nike. & Nbsp; & nbsp; & nbsp; & nbsp; 20 1970s, Adidas campaign against civilians since the trend a bit unresponsive, has focused on professional sports shoes, its market position was eventually replaced by newcomer generation Nike. & N Cheap jordans online air jordan 11 blackout for sale bsp; & nbsp; & nbsp; & nbsp; to this end, Adidas mind a number of years has been the nest of gas, has been secretly hard, went on the attack, intended to recapture Nike "seize" market share. After a series of reorganization, adjustment operation, Adidas also saw signs of recovery, while continuing to maintain our edge in Europe, and gradually build up the strength in the Far East and Nike rival. But it has so far, in the world's sporting goods market accounted for 50% share of the North American market, Adidas, Nike, it has failed to threaten the lead. & Nbsp; & nbsp; & nbsp; & nbsp; therefore, the first goal Adidas acquired Reebok will be aimed at the North American market. Reebok's share of the North American market can not compete with Nike, but it has four major North American sports leagues - Football NFL, Basketball NBA, MLB baseball and hockey NFL-- official sponsorship contract. Adidas has a monopoly on the World Cup for many years, Olympic and European Champions Cup and other major sporting events. Acquisition of Reebok, Adidas will be able to seize the means market in the world in more sports arena. & Nbsp; & nbsp; & nbsp; & nbsp; Adidas and Reebok merger will significantly narrow the gap with Nike in the US market share. According to the International Sporting Goods Manufacturers Association statistics, in 2004, Nike share of the US athletic footwear market is about 36%, while Adidas and Reebok, respectively, 8.9% and 12.2% after Adidas and Reebok together, its market share rate can be more than the simple sum rose to 21.1%, not to mention the new company after the merger is expected to be able to average revenue growth of 10%, lower expenses cost $ 150 million per year. & Nbsp; & nbsp; & nbsp; & nbsp; of course, far more than the value of Reebok, Adidas or else it will not generous to the price of about $ 59 per share acquisition of Reebok stock, the current price is higher than the current share price Reebok . 34% & nbsp; & nbsp; & nbsp; & nbsp; Adidas and Reebok merger also regarded as a "natural fit" - Adidas and Reebok's market is not entirely coincide, Adidas products targeting athletes, specializes in professional basketball shoes, soccer shoes and other products, while Reebok's trendy new products, aimed at women, young people and the general consumers. Therefore, the merger between the two complement each other, will be conducive to better lengthen product line and expand market share. Additional significance on the one hand is Venus Williams, Allen Iverson, Yao Ming will be a global superstar with Reebok and ?????? of its so consistently lost in the star Adidas brand strategy to grow the force in one fell swoop. & Nbsp; & nbsp; & nbsp; & nbsp; therefore, Reebok Adidas joined into a lot of new vitality, it is likely to become a turning point in the Adidas and Nike decades of competition. & Nbsp; & nbsp; & nbsp; & nbsp; boss fight "guerrilla" & nbsp; & nbsp; & nbsp; & nbsp; in the contest with Adidas, Nike is not a defensive opponents rules. & Nbsp; & nbsp; & nbsp; & nbsp; the Adidas brand first, the authority in power, Nike will sign a lot of dazzling fashion sports stars, so that young consumers worldwide excitedly screaming headlong into Nike's market distribution network; Adidas soccer equipment leading the way in the market, we seek simme jordans on sale mens ring fresh Nike beat Adidas in this market, even for Adidas is considered "closed area" of the German national team, also looms; Adidas has a long history in various international events, the stability do official representative, Nike will Henda walking a fine line, in addition to hype their products venues, athletes wearing their products in the field, "disgraced recruit people", he did enlist the support of a large number of consumers. & Nbsp; & nbsp; & nbsp; & nbsp; these flexible "guerrilla" marketing strategy often hit by surprise Adidas, Nike finally let latecomers, sit tight in the industry dominant position. But behind the scenes, Nike fight this "guerrilla warfare", in fact, also the victims, especially in the Adidas and Reebok teamed looms Under this increasingly grim situation. & Nbsp; & nbsp; & nbsp; & nbsp; While with "guerrilla" marketing tactics like replacing the status to Adidas, Nike, but Adidas has never been able to climb to the political status in the international sports center. Nike has always been used to lose ground as the star strategy is familiar with Adidas, the official Adidas representative status at major sports events, Nike has never been able to shake. In a competition, always with official representatives face appears Adidas has more inherent advantages, and Nike even if successful so far, but still difficult to escape the fate of "guerrilla" in. & Nbsp; & nbsp; & nbsp; & nbsp; 1999, the Michael Jordan retired once Nike was the expansion of stagnation. Meanwhile, Adidas has constantly adjust the strategy - Mergers Solomon sporting goods company, the trefoil symbol into a more stylish three bars, enable consumers teen star tactics to compete - these policies make product sales Adidas It was picking up. The Adidas teamed Reebok, Nike fight for nothing less than Michael Jordan is probably caused by the impact of the year of retirement. & Nbsp; & nbsp; & nbsp; & nbsp; This is like a "cowboy" and "noble" showdown, although the "cowboy" the courage and the upper hand, but facing a "noble" counterattack, how not to defeat the anti-victory possible? & Nbsp; & nbsp; & nbsp; & nbsp; For Nike, it's assault marketing strategy, its star marketing strategy, in this copy was rampant, imitation has become a trend of the times, whether there is much constraint effects on other competitors, which is question. & Nbsp; & nbsp; & nbsp; & nbsp; it is not easy to get along with & nbsp; & nbsp; & nbsp; & nbsp; Adidas acquisition of Reebok in the industry is another giant called joint model. & Nbsp; & nbsp; & nbsp; & nbsp; but now all the good vision are just castles in the air, Adidas and Reebok merger could eventually produce "1 + 1〉 2" effect, can make Nike fell down from the world's throne, they are still To combine them in the future depends on the integration of results. & Nbsp; & nbsp; & nbsp; & nbsp; Adidas and Reebok distinctive, each with a complete management system, and now they come to a merely brokered capital made "marriage." The so-called love easy to get along. Newlyweds, the honeymoon, the two had not the same origin of the river will be faced with the problem of integration with the run. & Nbsp; & nbsp; & nbsp; & nbsp; The first is the problem of management mechanisms and cultural integration after the merger. Coordination and integration agencies, the business philosophy of unity, interests, which are yet to be time and proper handling mechanism to solve, this process is often lengthy internal digestion and adjustment, faced with the challenge of sorts to disrupt the delicate relationship . If the parties are unable to melt the existing antagonistic relationship, it can not reflect the consistent pursuit of interests, so this transaction can not be said to achieve the final success. & Nbsp; & nbsp; & nbsp; & nbsp; how to manage the new company, styles, and how to operate in accordance with the old-fashioned idea of ??the European precipitate a profound traditional American company up and running, which Adidas is a thorny problem. "The Germans thought in mind control, engineering and production areas of American culture to face marketing driven under. In fact, I do not think the combined company can subvert the market, because Nike has long been far ahead." Former New York Barron executives, the incumbent president of sports marketing firm Javelin Group, Jeffrey. Bristol says. & Nbsp; & nbsp; & nbsp; & nbsp; Adidas sports focus areas of expertise, while Reebok is more focused on the life of leisure - this sounds very nice, but not simply complementary collage together. & Nbsp; & nbsp; & nbsp; & nbsp; Adidas wanted to get involved in skiing supplies market, but its performance has been unsatisfactory, finally announced in May to withdraw from the market. While this is already thing of the past, but also explains how to manage their own very different brand product line, it is also a challenge to be faced Adidas, while it is in this regard and do not have much successful experience. & Nbsp; & nbsp; & nbsp; & nbsp; Also, more trouble is, Adidas and Reebok belong to the industry of high-end brands, although the product line is different, but the sales channels are very similar, the target consumer group also has a lot of overlap, overwhelmed by the merger to reach The purpose of open market, the interests of coordination does not want to come face meeting with less. & Nbsp; & nbsp; & nbsp; & nbsp; as a combined capital, Adidas and Reebok come together, but can live a happy life together, we should see whether they can smoothly through the merger after the run-in period, can make two big brands to form a complementary rather than duplicate operations. 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