In Herorazi, a small town in Bavaria, Germany, there is a unique sports museum in the world.
The museum displays about 200 pairs of sports shoes made by Adidas. Each pair of shoes is packed in a glass box. However, each pair has its unusual origin, including Owens 1936 spikes for the Olympic Games, and Ali's high-heeled boxing shoes. ...
This museum has attracted numerous sports officials and world-class athletes to visit and will remind people of Adidas sporting goods.
Whenever people turn on the TV to watch wonderful world sports programs, they will see that almost all the famous athletes who are well-known in the sports world are wearing all kinds of colorful and fashionable trefoil pattern sportswear, and they have achieved great success in international competitions. Three-line high-grade sports shoes have become the darling of sports stars, and they can dominate the world for a time. Even their backpacks and rackets frequently flash the image of three petals.
Indeed, sporting goods with three bars and three leaves printed with the words Adidas are the traditional trademarks of Adidas, the world's largest sporting goods company.
People often use the phrase "where there is a world champion, there is Adidas" to describe the influence of Adidas in the world sports. It's not an exaggeration or modesty.
At the 1976 Montreal Olympic Games, 83 of the 100 high jumpers and runners wore Adidas shoes. Of the 147 gold medals, 126 were won by athletes wearing adidas products.
Spain 1982 World Cup, among the 24 teams participating, 13 teams wore Adidas jerseys and 8 teams wore Adidas sneakers. In the final, 6 1% players shot in Adidas shoes.
Adidas' influence is not only in the field of sports, even karajan, the conductor of the world-famous symphony orchestra, wears Adidas when conducting on the stage, and the "three petals" and "three bars" dance with the beautiful melody.
In addition, Indians in South America wear Adidas when hunting, and skiers as light as swallows in Nordic ski resorts also wear Adidas shoes. ...
"Three Leaves" and "Three Bars" are like lively, lovely and energetic elves walking around the world.
The achievements made by Adidas have attracted the attention of the world sporting goods industry. However, its bumpy and tortuous road to entrepreneurship is unknown to people.
Rudolph and Adi brothers were born in the small town of Herorazzi in Bavaria, Germany. Influenced by their parents, they are engaged in shoemaking when they grow up. At first, they used their mother's laundry room to open a shoe factory. With the increase of economic income, they gradually expanded their business.
In order to open the market, they worked hard day and night for several months, developed 14 kinds of fashionable running shoes, and then sent people to sell them everywhere. So they gradually expanded their influence. 1928 adidas running shoes have officially become the competition supplies for the Amsterdam World Olympic Games.
For various reasons, the operation is limited. Until 1948, there were more than 40 employees in their factory. Because of the shortage of funds, the equipment used is outdated and crude, and the production is stagnant. In this year, the two brothers had conflicts. Although multi-party mediation is still ineffective, in the end, the two brothers have to go their separate ways.
Since then, a shoe factory in the town has become two companies. The two brothers became fierce competitors in the same industry, and their voices heard each other and did not communicate with each other.
After a period of competition, my brother Adi's management ability is better than his brother Rudolph's.
For 30 years, after decades of painstaking efforts, his Adidas company has developed from a small factory with only dozens of employees to a multinational company. At present, it is the world's number one sporting goods company, with more than 40,000 employees and an annual output value of 3.9 billion marks. Its branches are spread all over the world in more than 50 countries, and its products are sold to more than 160 countries and regions. It is an inseparable "good partner" for sports stars who pursue fashion and advocate bodybuilding.
Among the many sporting goods produced by Adidas, the most important product is football shoes. This alone produces more than 500 varieties and more than 280,000 pairs every year, ranking first in the sales of sporting goods in 150 countries.
Adi often said: "With the rapid development of modern sports and sporting goods production, we must always pay attention to improving products to meet the needs of customers, otherwise we will be in danger of being crushed."
Over the years, Adidas products have been able to firmly attract customers and continuously expand the market, among which the endless spirit of innovation is the key to Adidas' success.
Once, Adidas found that the weight of football shoes has a great relationship with the physical consumption of athletes. In each one-and-a-half-hour competition, on average, each athlete has to run 65,438+0,000 steps back and forth on the court. If each shoe is reduced by 100g, the athletes' physical consumption can be greatly reduced and their fighting capacity can be improved.
In the past half century, the weight of football shoes has been reduced very little, mainly because the metal toe of football shoes has been preserved. In each game, the most capable striker can only play for about 4 minutes. After repeated research, they decisively removed the metal toe of the shoes and designed new football shoes that are half lighter than the original ones. Once this kind of shoes was put on the market, they were immediately praised, and football players and football fans rushed to buy them.
During the period of 1954, Adidas seized the opportunity of the World Cup in Switzerland. Before the competition, it went deep into the athletes, listened to their opinions and demands extensively, and soon developed a football shoe with replaceable soles. It's time for the finals. On that day, the Wankedorf Stadium in Bern was muddy, and the Hungarian players on the field were struggling and embarrassed, while the Federal German players wearing Adidas' newly developed football shoes were still majestic and full of legs. As a result, the Federal German football team won the world championship for the first time.
For a time, Adidas' movable spikes became a popular commodity.
Adidas also pays great attention to the trend of western youth clothing, which is constantly updated in patterns and colors, making people see things in a blur. No wonder some people say it is difficult to see the same model of Adidas sportswear. Later, they further developed 150 new products, which were launched at 1986 European sportswear Expo, adding a lot of color to the organizers.
For more than 30 years, Adidas has developed one popular new product after another, for example, sports shoes with rubber cam soles, various sports shoes suitable for ice, snow, grass and hard ground competitions, sports shoes with plastic instead of leather developed in 1960s, sports shoes with three soles of different hardness materials put into production in 1970s, and new track and field sports shoes produced in early 1980s. The screws of spike shoes can be adjusted by themselves according to the weight, technical characteristics and power parts of the competition venue and athletes. As early as 1978, Adidas obtained more than 700 patents worldwide.
Another main reason for Adidas' long-term success is their meticulous and perfect service quality.
Every time Adi develops a new product, he always invites world sports stars, coaches and experts in medicine, biology and mechanics to offer suggestions and solicit their opinions on the new product. Those who call a spade a spade or provide valuable advice will be richly rewarded. Before the product is finalized and put into mass production, let the athletes try it out and put forward suggestions for improvement.
This perfect service quality has also benefited Adidas.
They especially cherish the company's reputation, and many practices have been circulated as beautiful talks in the international sports world.
Rummenigge, the star of the West German football team, is a flat-footed player. After the company knew about it, it sewed a pair of sneakers specially for him, so that he could gallop on the battlefield and make great achievements repeatedly.
Adidas never hides the product defects and deficiencies caused in the production process, and will not prevaricate, but frankly admits and wins the trust of users with practical actions.
In the World Cup in Spain, Soviet center Bloom complained that Adidas sneakers were uncomfortable to wear. The company representatives present immediately described his feet, flew back to Adidas headquarters overnight, and immediately rushed to make a pair of new shoes that fit. Such efficient service made the stars sit up and take notice and start working for them.
1948, in the final of 14 Olympic marathon held in London, Albert Spark of Belgium was far ahead. Unexpectedly, on the way, the Adidas shoes on his feet were broken, the cracks kept expanding, and the gold medal in his hand was finally gone.
The scandal spread like wildfire and quickly spread all over the world, greatly affecting Adidas' reputation.
Faced with this heavy blow, Adidas leaders were calm and decided to spare no effort to recover the influence. No matter how much they wear, the running shoes sold all over the world will be recovered at the original price. In addition, we also compensate all the economic losses caused by this kind of running shoes in the whole country. At the same time, they also pay close attention to internal rectification and constantly improve quality. After a period of hard work, they finally saved the reputation of Adidas.
Adidas attaches great importance to advertising, in order to establish a corporate image, they do everything possible at all costs.
Adidas has just invented a kind of spikes for sprinting, which coincides with 1936 Berlin Olympic Games. When they predicted that American black sprinter Owens would win the gold medal, they gave Owens spikes. As a result, Owens won four consecutive gold medals in Adidas running shoes, which made Adidas' new running shoes set off a worldwide best-selling climax.
1984, Adidas presented a huge sum of $500,000 to Langton, a world-famous basketball star, as a reward for wearing Adidas tennis shoes to participate in various competitions.
They give 3%-6% of the profits of commodities as gifts to famous athletes and powerful teams all over the world. At the World Soccer Star Charity Show held in California, USA, 22 athletes, including green superstar diego maradona, all wore Adidas jerseys, which left a deep impression on sports fans all over the world.
1985, all the players in World Ice Hockey Group A and Group B stood under the banner of Adidas. There is no doubt that these are the best advertisements.
The expenditure of these expenses is by no means a worthless waste. It has brought greater economic benefits, a louder reputation and a more prosperous business to Adidas.
Although Adidas has made such achievements, they are not satisfied with it. They never relax their competition with domestic puma company, American Nike company, Jaguar company, Italian pacino company and Japanese Tiger brand company. Their goal is to gradually occupy three important markets, China, the United States and Japan, with a total output value of more than 4 billion marks. To this end, they first reorganized their business departments and promoted young and middle-aged people in their prime to the front line of distribution. In addition, we are constantly changing the old management model, increasing the variety of development, and preparing to March into sports-related rehabilitation, entertainment, tourism and daily cosmetics, which has opened up a new road for the company's future development.