Big Shoe Adidas Moves To Western China

Recently, Adidas The group set up the West headquarters office in Chengdu. Gao Jiali, managing director of Adidas Greater China Group (ColinCurrie), said the new regional office is an important step for the group to achieve the 2015 China strategy.

Gao Jiali said that China's western region is the key area of group ambition, and all the products of Adidas have already been in this area. list This advantage will help ADI in this area better. brand Infiltration.

It is understood that the headquarters office in Chengdu will control the 12 provinces, municipalities and autonomous regions of Adidas West, which is twice the size of the original office. This indicates that the Adidas Chengdu office will have a complete regional center function, such as franchise management and regional marketing.

It is worth mentioning that this regional office will make sales and market Personnel are closer to their partners so that they can understand the local market demand more effectively and respond quickly.

Data from the World Federation of sports goods industry show that more than 65% of the world's sporting goods are produced in China every year. Nowadays, almost all international sports brands have entered, hoping to get a big cake in China's huge sporting goods market.

Adidas apparently shared this growing feast.

According to the 2008 report on China's sporting goods market share, Adidas ranked first in 22% place, while former champion Nike ranked second in 21% place, followed by Lining (16%), Anta (12%) and Puma (7%).

However, in the second half of 2008, the overestimation of the Chinese market after the Beijing Olympic Games and the insufficient estimation of the ability of Lining and other local brands to "catch up" in the Beijing Olympic Games, Adidas mistakenly enlarged the market demand. The resulting increase in inventory has a direct impact on Adidas's sales performance.

Statistics show that in 2009, Adidas closed at least 200 stores.

Analysts pointed out that effective integration of retail channels and the cycle of reconstruction will be the key to whether Adidas's Chinese market can get out of the mire.

In fact, since the financial crisis, the international first-line brands have adjusted China's market strategy one after another. They think it's hard to get bigger development by occupying only the coastal cities of China. They must extend the Midwest cities.

Decathlon, a French sporting goods retailer, opened its second store in Chengdu last year and plans to open 12 stores in the next 10 years within Chengdu.

According to statistics, the average income per capita in Western China and the average value of sports consumption are 8351 yuan (about 1270 yuan) and 491 yuan (about 98 yuan). Among them, the two indicators of Chengdu are close to the eastern level, and they are 13028 yuan (2606 yuan) and 925 yuan (about 125 yuan), and sports consumption accounts for 7%.

Adidas Group executives said that China's market strategy in the next five years will mainly focus on key areas with huge potential for development. The company expects to achieve two digit growth in sales in the Chinese market.

Adidas group is a global sporting goods company. It has a series of core brand products, such as Adidas, Reebok, Telme, Lok Bu and Reebok-CCMHockey. The company is headquartered in heto, Germany.