摘要
表面上看是这两家公司在中国市场上冒进的奥运营销计划，实则是其“大期货制”所带来的营销恶果。
From April to September of 2009, Nike, Inc. and Adidas AG, the world's top two sportswear brands, were clearing their 2008 stock with efforts. In big cities like Beijing and Shanghai, some new items were also among the sales list. The two giants have put high expectations on the Chinese market in 2008, but one year after the Beijing Olympic Games, they ended up with large stocks on their global markets according to their financial reports. Why did the Olympic opportunity turn into a crisis? Some sports goods distributors said the two giants have over- evaluated the impact of the Olympic Games on sales. An insider also pointed out the excessive stock was due to the two companies' futures goods system. The system cuts expenses in sales and manufacturing processes and enables Nike and Adidas to stand at the top positions for decades. But it also brings huge risk to distributors--once the goods does not meet the demands of markets, it will become heavy burdens. Discounted sales of inventories will then harm brand images as well as enthusiasm of distributors. To address the hysteresis brought by the system, Nike and Adidas began to restructure their organizations and revise stimulus policies to keep their distributors. The 2008 inventory crisis has sounded an alarm for the global sportswear products companies. A reform in the marketing process should be summoned.
