Adidas Restores Worries Of Trifolium Branding

　　阿迪達斯收回三葉草品牌經營權

Clover is officially introduced into the Chinese market for seven years.

"Adidas has already recovered all the management rights of the shamrock, and plans to make its own store."

Recently, a Adidas dealer in Shanghai said to reporters.

The clover series is a major brand of Adidas.

At present, Adidas has three series: sports performance series, traditional sports series and sports fashion series.

Among them, "ADIDAS ORIGINALS" belongs to the traditional sports series, using clover logo.

The relevant person in charge of Shanghai Baiying sports and leisure products Co., Ltd. confirmed to reporters that Adidas has taken back the company's right to operate the shamrock brand. At present, the company's three leaf franchised stores in Shanghai have been converted to use by him. Sales personnel hired by the company have been arranged to other footwear brand stores in the company's agents.

Shanghai Baiying company was founded in 2002, when Hong Kong listed companies Yong wing investment (Group) Co., Ltd. and Richie Ren, Pauline Lan, Lv Liangwei and other entertainment stars jointly invested in the establishment of the company, officially acting ADIDAS ORIGINALS limited release in mainland China.

Not only is Shanghai, the reporter learned from Adidas dealers, including Hefei, Chengdu and other cities in a number of clover stores, has also been quietly evacuated.

The head of Adidas's marketing department confirmed to reporters that the company has recovered the right to operate the shamrock brand from the dealer.

Because the company responsible for the brand is still in Germany, the company can not answer any other questions about the clover.

  　  收回后可能搞直營但不以盈利為目的

Adidas's intention to run the clover brand has become clearer.

Dealers revealed that after the 2008 Beijing Olympic Games, Adidas's right of action for the clover brand has already started.

According to the Adidas insiders at that time, it will be reclaimed as a direct store in 2009, and Adidas will hire its own salesmen and the company will carry out its own training in enterprise culture and product knowledge.

The dealers said that after the major sports meet, the sales of related sports brands would quickly enter the downhill period. Adidas should strategically shrink its brand in consideration of its 2009 performance.

In addition, 7 years after entering the Chinese market, the brand of Trifolium has not gained popularity as the main brand of Adidas, and the market performance is not satisfactory.

On the contrary, counterfeit clover products are popular in many two or three line cities, which greatly damages the image of the brand.

Yang Dayun, a senior expert in the industry and general manager of Greater China in UTA management group, said that although Adidas global has recently handed out a "good answer" to investors, it can not hide its worries about the profitability of the company in the coming years.

In the context of the current global economic environment is not improving, Adidas is likely to compress some brands that are not yet profitable and make long-term plans for the brand.

He believes that this is a very natural strategic adjustment.

Since then, the clover shops will not take profits as the main purpose, but maintain the continuity of brand marketing in China, and then choose the right market opportunities to rebuild the brand.

Dai Chunhua, chief consultant of Adidas consulting company, believes that there are two ways that Adidas may choose at present. One is the direct operation of the company, the other is the company's participation in a nationwide distributor. The company is confident that the dealer will carry out the accurate brand export and then hand it over to the distributor.

  　  三葉草沒有打造出理想的品牌效應

In the series of products sold by Adidas, sports performance series is the most common brand, and the market positioning is a classic professional sports brand, which also occupies the overwhelming majority of the company's performance.

Clover positioning is more fashionable and high-end than sports performance series.

Another Y3 brand, divorced from the concept of movement, is the main fashion, positioned as a luxury family, and is relatively rare in the domestic market.

"Under the promotion of the dealer's" copycat version ", the brand recognition of clover among Chinese consumers has become increasingly mediocre.

Dai Chunhua said that clover is a high-end sports brand that is positioned in the fashion. But in the Chinese market, some dealers' grass-roots operation mode has made the difference between the brand and Adidas's main brand disappear.

He said that the channel mechanism of the garment industry has exposed huge defects, that is, brand operators have lost the management and supervision of the sales channel system. The so-called management supervision methods and means are reference.

Therefore, once the inventory pressure is a little larger, dealers will ignore the demand of the brand and offer a discount.

Or, in order to save money, the requirements for brands to cooperate with brands and markets are totally incompatible.

At least in the majority of dealers' thinking, helping brand enterprises to promote and make brand is not their own job.

"Under the similar brand positioning, why do clover sell 30% or even 50% of the price of Adidas's main brand?"

Yang asked reporters.

As a Adidas company, brand communication and service experience are the most important concerns of the company.

But in the eyes of dealers, product profit is the sole purpose. Short term discounts and promotions are based on this purpose.

At present, most dealers are acting seven or eight brands at the same time. It is obviously unrealistic to expect dealers to take care of a brand individually.

At least until now, the interests of both sides are hard to meet.

"But Adidas must change."

Dai Chunhua said that foreign brands that had been rotten to Chinese distributors, such as Playboys and Valentino, were all the lessons Adidas had to face up to.

In 1949, Mr. Adi Dassler, founder of Adidas, first registered the three stripes logo.

In 1972, the clover brand was officially released, when all Adidas products were using the logo.

But since 1996, clover logo has been specially used in classic Original products.