Adidas Announced Reebok'S Benefits

According to foreign media reports, Adidas announced in May 17th that the company spent $3 billion 800 million on the acquisition of Reebok Co strategy in 2006, and has begun to see benefits, especially in casual footwear products.

Herbert Heiner, chief executive of Adidas, said: "although the arrival of the world cup is a sales opportunity for the company, it is exhilarating, but to my delight, the sales of Reebok brand in the market are reviving.

At the beginning, when we bought Reebok brand, some people questioned whether our acquisition of Reebok brand would outweigh the gains, but it turned out that we made the right decision at that time.

In March 2009, Reebok Co seized the new trend of market development and launched the EasyTone brand casual shoes with a pair of US $100.

When the Reebok Co launched the casual shoes, it claimed that people wearing EasyTone in daily life can play a role in shaping the thigh and calf muscles.

In order to popularize EasyTone, Reebok Co played an advertising slogan "every step, a better butt with every step.".

After the listing of these casual shoes, they are selling rapidly and selling far better than other Reebok brand casual shoes.

Reebok Co's shares fell 8% in 2006, according to a survey of market research firm SportsOneSource, but the stock price began to rise in the fourth quarter after it was bought by Adidas.

In the first 13 weeks of 2010, the company's stock price rose 3.14%, compared with the same period last year, the company's share price rose 2.08.

Haina claims that in the global market area, Reebok business project sales in 2010 can achieve the first digit growth in four years, while sales in its largest market North American market can achieve the first two digit growth in four years.

For the hot EasyTone brand casual shoes, sales in the US market area have exceeded 5 million pairs, which means that only EasyTone brand casual shoes have created a retail sales of US $500 million or US $250 million in wholesale sales.

This is the hot selling phenomenon that Reebok brand has never seen in the past ten years.

"In view of the current development trend of Reebok brand, we can positively predict that Reebok brand is on the road of strong development," said Christopher Silvia (Christopher Svezia), an analyst at Susquehanna Financial Group, New York.

For Reebok Co, the hot selling of EasyTone brand is undoubtedly a strong driving force for the development of the company.

What Reebok needs most now is the traditional Reebok classic (Classic) brand series sales.

If it includes its Taylor golf brand, Reebok's sales are expected to reach 2 billion euros ($2 billion 480 million), which will occupy 20% to 25% of Adidas's total sales.

But Adidas declined to disclose specific data on Reebok's overall sales.

Reebok Co CEO Uli Becker (Uli Becker) claims that Reebok Co still has a lot of things to do.

Despite its refusal to disclose plans for the next step, Becker disclosed that Reebok Co has identified a five year development plan, which aims to revive Reebok's Classic footwear business.

In addition, Reebok Co will reorganize the sportswear production line.

At present, Reebok Co has been working with Armani, a world-famous design company, to launch high-end sports brand EA7 sports shoes and sportswear.

This will bring more "style assurance" for Reebok brand products.

Becker said: "most of the consumer's perception of Reebok brand is still on the level of a sports shoes brand. For this reason, we will increase investment in sportswear, push the high-quality Reebok sportswear to the market, and change the traditional recognition of Reebok by consumers."

Adidas has provided strong support for Reebok's development.

At present, Adidas has established a new management team for Reebok brand, and has made adjustments to Reebok's distribution strategy.

For example, the $100 EasyTone casual shoes are only sold in sports brand retail shops such as Foot Locker Inc, and are banned from sale in the J.C. Penney company and Kohls Corp (Kohl 1, s Corp.).

This has also improved the value orientation of EasyTone casual shoes.

In addition, Reebok has launched a relatively cheap SimplyTone brand casual shoe for retail companies, a mid garment footwear retail companies.

The casual shoes are priced at $80 per pair.

Reebok Co also strengthened market research to better understand consumer demand.

From traditional sales promotion to sales to meet the special needs of consumers.

Becker claimed: "in the past, Reebok brand had good creativity, but the Reebok brand of the past could not maintain consistency, so as to create a sports brand that could continue to grow.

Now we are working hard to build Reebok into a sustainable growth brand. "

Making feet more comfortable is not the sole goal of Reebok footwear brand development.

In March this year, Reebok Co launched its ZigTech brand running shoes, which can help relax the muscles of your feet when you step forward, making it easier to step forward.

According to statistics from market research firm SportsOneSource, ZigTech running shoes and EasyTone casual shoes are among the top 10 top sports shoes brands in the US footwear market.