Adidas Channel Rebuilds &Nbsp; Road Is Long.

After the 2009 wind and wave of collecting and closing stores,

Adidas's semi annual report released in 2010 in August showed that although the South African World Cup was stimulated, the Chinese market remained the only regional market with negative growth in the 6 largest markets in the first half of 2010.

in order to

But this is doomed to be a long process.

Open shop digest inventory

The relevant data of Alipay show that Adidas officially launched on Taobao only three days, and its daily sales volume has exceeded 3 million yuan, becoming the champion of similar products of Taobao.

Genuine Adidas with special labels is popular among consumers.

In explaining the original intention of deciding to enter the field of e-commerce, Adidas said that the total number of stores in China will increase to 6300, and the number of high stores represents high cost, so the company hopes to find new sales channels and channels.

In addition, Adidas's online flagship store can cover the two or three line cities that were hard to radiate before.

However, in the view of dealers, the main purpose of Adidas's move is to digest inventory.

Through online shop discount, brand damage can also be reduced to a minimum.

The semi annual report released by Adidas showed that it achieved 5 billion 590 million euros in the first half of 2010, an increase of 11% over the same period last year, and almost all regional markets have achieved two digit year-on-year growth.

But in China, there has been a setback in the Chinese market, with a year-on-year decrease of 16%.

This indicates that the inventory problem that has plagued Adidas's Chinese market for two years has not yet been fundamentally solved.

Before, due to the optimistic estimation of the Chinese market after the Olympic Games, Adidas mistakenly enlarged the market demand, and the resulting large inventory directly affected Adidas's sales performance.

High inventory also dragged down many Adidas dealers. BELLE, Daphne and other distributors closed many Adidas stores in 2009.

"After closing so many stores in 2009, Adidas wants to increase sales, and only try different sales channels."

Sports brand observer Ma Gang believes that sports brand shop is naturally an industry trend, but it also reflects the urgency of Adidas's reconstruction channel.

The above views did not comment.

The reporter sent an outline of the interview by mail, and no reply was made to the deadline.

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Develop your own dealer

Yang Dayun, President of UTA Fashion Management Group, has noticed a phenomenon. In the background of BELLE's reduction of Adidas stores and Daphne's withdrawal from sports brand agency in 2009, Adidas is increasing direct investment in Direct stores and local branches.

In Beijing and Shanghai, the number of Adidas flagship stores is slowly rising.

Prior to that, Adidas has reclaimed its "Shamrock" distribution rights and sold it to some of its own direct outlets.

But Yang does not believe that Adidas, which has always been a light asset, will completely abandon its previous distribution channels and slowly save its stores.

But this reflects part of the pformation of Adidas, that is, we hope to strengthen the control of the channel, so that our marketing strategy can be better implemented at all terminals.

In this industry, the characteristics of dealers' polygamy are becoming more and more obvious. A Adidas dealer is often the dealer of Nike, or is the dealer of Lining.

This is more and more unfavorable to the strong brands such as Adidas and Nike. The sales increase of a brand in a single distributor is too fast. Dealers will consider whether the risk of their own delivery will increase or not, and turn to find the balance among brands.

Moreover, with the increase of dealer's right to speak, the marketing strategies of these strong brands are more and more difficult to promote at the terminal.

"What Adidas will do next is undoubtedly to support a number of dealers, and then abandon a number of dealers, so as to establish a group of loyal dealers."

One industry insider said that in the eyes of many industry analysts, Anta's growth was even higher than that of Lining. The main reason is that the majority of Anta's dealers are trained by themselves, with high loyalty and ease of brand management.

The purpose of Adidas's channel reconstruction plan is also here.

Adidas has made some moves.

Like its banner.

It is foreseeable that the path of Adidas's channel reconstruction will not be smooth.

Ma Gang said that for Adidas, e-commerce can only be an auxiliary channel for offline stores, including ZARA. Although its performance on the Internet has been considerable, it can never become another customer service product.

Adidas's channel reconstruction plan also needs dealers' support.