Shopping Arcade Of Adidas And Nike

Adidas and Nike are clearly aware of the disadvantages of channel agents.

The game between Adidas and Nike is in the middle of the channel agent.

People familiar with the matter told reporters that several large sporting goods dealers including BELLE sat at the negotiating table with Adidas.

Previously, due to overestimation of Olympic business conditions, many dealers still have a large number of stocks.

      經銷商庫存難消化

As a partner of the Beijing Olympic Games, Adidas announced that during its Olympic Games, it announced that it had surpassed its old rival Nike's market share by 22% of its market share, and became the first brand in the Chinese sporting goods market in the hope of becoming 21%.

Its recent 2008 performance report shows that Adidas has gained two digit growth in all regions except North America, and its Asian sales increased by 20%, of which China's strong sales growth has become the main driving force.

Behind its brilliant financial data, it is accompanied by a continuous escalation of contradictions with domestic distributors.

Before, because many dealers overestimated the Olympic market, they took the goods before the Olympics.

"Both Adidas and Nike are futures, ordering six months in advance and cash on delivery."

In order to clean up inventory, dealers everywhere are thinking about low price promotion.

In the new sales year, dealers with funds being pressed will have to continue to purchase, and the quantity of purchases can not be reduced much more than that of the previous year. Otherwise, the qualification of dealers will be adjusted, from Grade A to B, or from B to C, and the policy of taking delivery will be adjusted accordingly.

Not only Adidas, but also in sports products industry, many dealers are acting as brands such as Adidas, Nike, Lining and so on, and brands are more or less pressurized.

On the other hand, it is a brand dealer who striving to maintain its own price, brand and supply policy. On the other hand, it is a dealer who carries inventory burden. It has plagued sports giants since the Olympic Games.

     品牌、渠道談判能力互換

The reporter learned that at present, several major sporting goods dealers in China are negotiating with Adidas, hoping to reduce the number of goods seized this year.

A Adidas dealer told reporters that from Adidas's point of view, it is sure that the company's performance in China will grow steadily.

These dealers will certainly reduce the number of goods to be taken again in 2009, which may lead to Adidas's performance this year.

The reporter once called Lei Jinzhao, director of marketing of BELLE footwear industry. After listening to the news reporters, she said she could not express her opinion on this issue, and said that reporters could go to know more about the needs of small and medium dealers.

The head of Adidas's marketing department told reporters that there was indeed a partial inventory problem in the market. Adidas is also actively communicating with distributors to find solutions.

The current stalemate reflects exactly the role exchange between the channel providers and brands of the domestic sporting goods industry at the negotiating table, Ge Xing, senior consultant of AMT consulting firm, said.

Among them, BELLE has raised a lot of cash through Hongkong listing, and has been buying and integrating channels in the domestic market in recent years.

In particular, BELLE and Bao Yuan have repeatedly strengthened their control over the channel.

      一位不愿具名的業內專家表示，通過此番與幾家主要經銷商的談判，阿迪達斯和耐克肯定更為清楚的意識到了渠道做大后的弊端。他們不愿意看到渠道最終被兩家或者幾家渠道商所控制的局面，而是希望經銷商之間也能有充分的競爭。因此，如何削弱對幾家大型渠道商的依賴，發展更多的中小銷售渠道，或將是這兩家體育用品巨頭最近在渠道上思考最多的問題。

Editor in chief: Xu Qiyun