Adidas Vice President Li Guanyi Led Esprit, Triggering Three Conjectures

The past big Esprit performance was defeated.

Not long ago, Si Jie world announced the invitation.

1 conjecture

Brand Revitalization

How many cohesiveness are there to close to the people?

It is a matter of life and death whether Esprit can revive the brand or not.

Si Jie invited Li Guanyi, Adidas's current Vice President, to become the new head of Esprit in China.

Li Guanyi entered the Adidas team in 2003 and was promoted to the northern regional director two years later.

In 2007, he was named the best mentor of group China.

The Adidas Northern District led by CRF was also named the best employer of China in 2007-2008.

This shows Li Guanyi's "people to people" leadership image, which is exactly what the Esprit of the high level needs urgently.

Since the departure of Xing Liyuan in 2008, the top executives have been running away.

At the end of last year, Shen Wenfeng, the former general manager of China, who worked for Esprit for 8 years, also announced his resignation.

Insiders say that Esprit urgently needs a person who is familiar with the Chinese market and has team cohesion. It is appropriate to choose Li Guanyi to revitalize the brand.

Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, said that how to integrate Esprit into the Esprit as soon as possible is the first issue before Esprit and Li Guanyi.

If the running in period between Li Guanyi and the "new collective" is too long, it is bound to hit Esprit again in times of crisis.

Esprit announced recently that it will invest HK $18 billion 500 million in the next 4 years to save Esprit brand.

In October of this year, Esprit signed the Brazil supermodel GiseleB u ndchen (Giselle Bang Chen) as the brand endorsement, leading the interpretation of this season's new products.

Good publicity is the Esprit's brand strategy.

2 conjecture

Massive expansion

Did the salted fish turn over or worse?

Si Jie global announced its ambitious expansion plan. Its sales in the mainland market will double in the next 5 years, and the sales outlets will increase from about 1000 to about 1900.

When the brand is damaged and China's growth is unknown, the rapid expansion may result in a big win or a worse defeat.

In the face of such a huge number of stores, people familiar with the matter said that increasing the intensity of franchising might be a strategic adjustment of Esprit's expansion in China in the future.

This will not only reduce the financial pressure of enterprises, but also quickly promote the brand to the national market.

Zhou Ting said that Esprit is likely to go hand in hand with the two business models of retail and franchisees.

It is a test for enterprises to increase 900 stores in 5 years.

Increasing the strength of franchising can effectively share the pressure of enterprises.

In addition, Li Guanyi's career in Adidas made him rich experience in the distribution channel of franchising.

As a result, the road to join Esprit will be smoother.

Si Jie global performance report shows that in 2010-2011, the turnover of Esprit in China increased rapidly from HK $793 million in the previous year to HK $2 billion 675 million, becoming the second largest sales market in the group.

Zhou Ting said that it would be wise for Esprit to focus its development on China.

In recent years, China has become the main battleground of fast fashion brands.

She predicts that in order to avoid market competition, Esprit's expansion is likely to focus on two or three line cities. It is worth mentioning that Li Guanyi's accession has provided a convenient condition for the development of Esprit in the northern market.

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3 conjecture

Design concept

Sports and leisure or fashion?

It is far from enough to attract a good brand of management talents and widen the development channels of a brand. Only by improving the design level of products can consumers get the favor.

The perfect design is the core competitiveness of the brand.

"The design style of Esprit seems to have been stuck 10 years ago.

No fashion elements and fashion symbols can be seen in its clothing.

A consumer reluctantly said.

Kang Lanxin, Dean of Vocational Education in China's collocation division, and Dean of the school of clothing and collocation, said that innovative design will be the focus of Esprit's future reform, and designers will be the key to success.

Nowadays, Esprit clothing can be described without any characteristics. Even its pride has gone down with the performance of the brand.

It is no exaggeration to say that today's Esprit has no competitive strength with any guest's clothing.

Adidas has worked with a Japanese brand to design a sport shoes with strong sense of fashion.

Li Guanyi witnessed the whole process of the "cross - border cooperation".

Will this successful experience continue in Esprit?

The survey found that Li Guanyi had been working in management for 11 years in Adidas. She was known as a master of business administration at Macquarie University. However, before obtaining her master's degree, she had already obtained a bachelor's degree in fashion design.

With regard to the accurate grasp of the Chinese market, combined with the professional knowledge of fashion design, will the future design of Esprit be more sporty and leisure or more fashionable? We will wait and see the above conjecture.