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Interpretation Of How Adidas Skillfully Combines Sports With Fashion

2012/2/1 13:14:00 27

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Foreword: famous for providing rigorous and professional sports equipment.

Adidas

How to sport and

fashion

Together, how did Adidas implement its development strategy in China in the new year? Reporters interviewed Gao Jiali for this purpose.

A seemingly messy but meticulous hairstyle, wearing a red Adidas with white stripes.

Sportswear

A pair of red and black shoes with Adidas's new sneakers. Gao Jiali, the general manager of Adidas group Greater China, is at the opening ceremony of the Rubik's cube of Adidas's Shanghai brand center. Beside him is Fan Bingbing, a famous Chinese movie star.

How can Adidas combine sports and fashion with the reputation of providing rigorous and professional sports equipment? How did Adidas implement its development strategy in China in the new year? Reporters interviewed Gao Jiali for this purpose.

Reporter: in the first three quarters of 2011, Adidas's Greater China net sales reached 900 million euros, compared with 721 million euros in the same period in 2010, an increase of 25%. The increase is ranked first in the six largest market of Adidas. How do you evaluate Adidas's performance in China in the past year? What are the new initiatives in 2012?

Gao Jiali: after 14 years of development in China, China has become the second largest Adidas in the world.

market

。

Our performance in 2011 has shown that the development trend of Adidas in Greater China has been irreversibly changed to a healthy, sustained and strong direction.

The outlook for 2012 is still optimistic. Our strategic plan in China is to strengthen the category of attack, to advocate sports performance, to accelerate the expansion of small and medium-sized cities, to expand stores in the two or three tier cities with opportunities, and to conduct retail segmentation of retail stores, such as mini brand centers in some cities and basketball brand shops.

In short, we are implementing the strategic goal of "2015 road".

This is a development strategy of "all-out effort" aimed at expanding growth and improving capabilities.

According to this plan, we expect to achieve two digit growth every year by 2015.

Reporter: there are many Chinese and many types of consumers. What are the ways in which Adidas can identify the target audience and how do they affect them? Is it a new strategy for Adidas to attract and cultivate loyal consumers?

Gao Jiali: we divide the consumers into 7 categories according to the two ends, one is professional sports type, the other is the fashionable crowd who loves sports and leisure. We have launched a very professional product for them.

Of course, more consumers are in between, and some even do not participate in sports.

We hope that the crowd at both ends will affect the consumers in the middle and occupy the crowd.

To this end, we will further divide the middle population and expand the consumption crowd to the middle.

Adidas from the focus of sports to fashion, not shift the center of gravity, but to expand the center of gravity, this part of the new business growth point.

The brand of Adidas comes from sports. In the future, we will root in sports and develop in a pluralistic way, and combine sports with fashion.

I believe sports and fashion will have great opportunities in China.

Reporter: why is Adidas Shanghai brand center named "magic cube"? Where is its magic performance and what fashionable elements have it added?

Gao Jiali: opening the Adidas Shanghai brand center in Shanghai's core business district is one of the important measures to achieve the "2015 way" strategy.

Adidas's goal is to achieve major breakthroughs in our key strategic markets around the world.

As the Chinese name "magic cube" implies, the interior design of Adidas Shanghai brand center is flexible and flexible, where consumers can feel the special design and technology of Adidas products at close range and enjoy the home advantage.

Our goal is to provide consumers with unique retail experience, including a full range of innovative products, interesting interactive elements and excellent personalized services.

For example, as a major feature of Adidas Shanghai brand center "Rubik's Cube", the store provides a unique interactive experience for consumers, and helps the consumers in the core technology experience area to help consumers to customize their performance and fashion training programs.

Consumers can also carry out personalized customized sports performance and sports style products. There are also hot stamping areas in the shop for custom-made jerseys with customers' names and numbers.

In particular, the real footprints of soccer stars Lionel Messi, Franz Beckenbauer and Zinedine Zidan, as well as the real handprints of tennis stars Stephen Graf and Caroline Caroline Wozniacki are displayed.