Adidas Group, Greater China, Goes All The Way To "2015".

Mr. Gao Jiali, the managing director of Adidas group Greater China, owes his good performance to the unremitting emphasis on sales channels, the injection of brand vitality, the improvement of the efficiency of retail stores, the establishment of a new leadership team in Greater China and the measures taken to ensure the reasonable inventory. Gao Jiali said: "the business in the first half of the Greater China region has been improved in an all-round way, laying a good foundation for pushing forward the" 2015 way "China strategy.

In 2010, Adidas group began to set up a new leadership team in Greater China, and the whole enterprise renewed its vitality and found the direction of its efforts. The most important step in the action taken by the new leadership is to deepen cooperation with channel customers, for example, by adjusting the operation mode and encouraging consumers to buy, so as to reduce the excessive inventory of channel operators.

In addition, the Adidas group carried out a regional reorganization in Greater China and divided the Greater China into five regions. The establishment of the Western District Office in Chengdu this year means the successful completion of the reorganization. Mr. Gao Jiali said: "the establishment of the Western District Office in Chengdu has integrated our western expansion plan and China's overall strategy, which will help us better respond to market demand and sink deeper into the lower tier cities. At the same time, with the good relationship established by our partners last year, we will be closer to the distributors' customers so as to better grasp the information of store coverage in cities. Their efforts are an indispensable part of our business development. "

These initiatives have laid the foundation for the implementation of China's strategic plan to "2015." this unprecedented plan has fully integrated all the brands, channels and relevant functional departments of Adidas. The plan aims to achieve a two digit annual sales growth rate in China in 2015 and regain its leadership in China. According to the plan, Adidas will add 2500 stores in the low line cities in the next few years, while the number of cities covered by shops will increase from about 550 last year to more than 1400.

Many parts of China's strategy toward "2015" are changing from planning to implementation: in the series of sports performance, the group takes the initiative to attack the high speed cities, and plans to expand its market share in the most potential emerging markets. In the sports fashion series, the group will soon introduce strategies to improve the classic brand's popularity and help NEO brand penetrate into the lower tier cities with its excellent performance price ratio.

In the first half of 2011, Adidas launched the "full tilt" brand campaign, which is the largest global promotion activity in Adidas brand history. China is one of only two regions with its own version of advertisements worldwide, attracting millions of Internet users. In addition, this summer, world top football clubs, including Liverpool, AC Milan and Real Madrid, as well as basketball superstars Derrick Rose and Dwight Howard, have visited China and met with their fans at Adidas brand events. This series of activities has highlighted Adidas's leading position in sports.

Mr Gao Jiali said, "the essence of China's strategy of" leading to 2015 "is growth and capacity improvement. In other words, what business and capability Adidas needs to enhance and how to enhance it to achieve its goal. This inspiring strategy will help us to release the full potential of Adidas brand in the Chinese market. For Adidas group, China is a vital market. We have made good achievements in the past, and with the introduction of the development strategy and the establishment of the new management team, we are determined to win another victory in China. "

About Adidas group

Adidas group is a leader in the global sporting goods industry. It has a series of core brand products, such as Adidas, Reebok, Telme, Lok Bu and Reebok-CCM Hockey. The company is headquartered in heto, Germany, and has 42000 employees. Its total sales amounted to 12 billion euros in 2010.

Adidas group has been accompanied by the development of global sports industry for more than 80 years, providing first-class sports shoes, sportswear and sports accessories. Today, Adidas group has become a leader in global sporting goods and provides a wide range of product mix. The products of Adidas are almost all over the world. Our strategy is clear: continue to enhance brand and product, enhance competitive edge and financial performance.