Adidas Embarked On A Channel Reconstruction Road

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

The channel reconstruction plan is imperative.

Adidas

The semi annual report released in 2010 on 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 expand channels, August 17th

Officially opened in Taobao mall.

Industry analysts say e-commerce is only a small part of Adidas's channel reconstruction plan.

What Adidas needs to do in the future is not only to increase investment in direct investment, but also to train a group of loyal dealers to ensure its control over the channel.

But this is doomed to be a long process.

Open shop digest inventory

The relevant data of Alipay show that

Taobao officially launched only three days, the daily sales amount has exceeded 3 million yuan, Taobao has become the same commodity performance champion.

Genuine Adidas with special labels is popular among consumers.

When explaining the original intention of entering the field of electronic commerce,

On the other hand, the total number of stores in China will increase to 6300, and the number of high stores represents high cost. Therefore, 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.

But in the view of dealers,

The main purpose of the 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 shows that it has been plagued.

Two years of inventory problems in the Chinese market have not yet been fundamentally solved.

Before, due to the Olympic Games

The market is too optimistic to estimate that Adidas has mistakenly enlarged the market demand, and the resulting large inventory directly affects Adidas's sales performance.

High inventory is also a drag on many Adidas dealers.

Dealers closed a lot in 2009.

Store.

"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.

Develop your own dealer

Yang Dayun, President of UTA Fashion Management Group, also noticed a phenomenon that BELLE cut in 2009.

Under the backdrop of stores and Daphne's withdrawal from sports brand agents, 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.

"

The next thing to do 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 Reebok brand, it signed a sole agency agreement with Baosheng in early 2010.

The latter will set up a special team with vertical organizational structure, which will participate in the design, production, sale and marketing of Reebok products.

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 auxiliary channels for offline stores, including

Despite its considerable performance on the Internet, it will never become another customer service product.

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