等待四年,2012伦敦奥运会终于来了!事实上,随着伦敦奥运的临近,在一个月前,无论是李宁、安踏、匹克等本土体育企业,还是耐克、阿迪达斯等国际巨头都相继公布了各自的奥运战略。一个不可忽视的背景是,体育用品行业正处于全行业盈利水平大幅下滑的历史时期。因此,赞助伦敦奥运被业界普遍解读为行业自我突围之举。 In fact, with the approaching London Olympics, a month ago, both local sports enterprises such as Li Ning, Anta, Pick and other international giants such as Nike and Adidas have announced their own Olympic strategy. One can not be ignored in the background is that the sporting goods industry is in the history of the industry profitability fell sharply in the historical period. Therefore, the sponsorship of the London Olympic Games is generally interpreted by the industry as an industry self-break move.