Adidas'S China 2012, Lay Down The Burden To Create A Sports Brand Record

The achievements in the Chinese market have made great progress, even behind the strongest local competitor Li Ningshuai, behind Nike.

Herbert Heiner, President of Adidas, said in Shanghai earlier this year: "in terms of market share, we are absolutely ahead of Lining, ranking second in the Chinese market".

In the first 9 months of the last fiscal year, Adidas's sales in China increased by 28%, the fastest growing pace in the world.

Adidas President Herbert Heiner

In recent years, Adidas's business in China has been expanding rapidly.

In the past year alone, the company has opened 1175 new businesses in China.

The total number of franchised stores is 6700.

"We will continue to increase investment," he said. "2012 will be a record year in the Chinese market."

The company also plans to develop towards IT, warehousing and logistics.

At present, Adidas's turnover in the Chinese market has exceeded 1 billion euros, and this year will again grow by two digits.

Haina believes that according to the current situation, it can be imagined that China will one day replace the United States as Adidas's largest sales market.

"In China, we still have many things to do."

The most important content of Adidas's new strategy is to expand its business in the remote areas of China and make efforts to fashion fashion business.

At present, the company has shifted its focus to emerging cities such as big cities in the mainland - developing businesses instead of Shanghai and Beijing, which are already based in Adidas.

The growth rate of China's big cities has exceeded 10%, forming a middle class of the city. They are willing to wear Adidas sports shoes.

Although the proportion of affluent customers in the two or three tier cities is still small, from the absolute value of the population, it is worth while that the urban development business with a population of far more than ten million.

Exclusive brand of young people

More focused on fashion rather than functional strategy is very effective, Hainer said: "although Chinese are very interested in sports, they are not as athletic and fitness as people in other countries.

So we will put more energy into fashion clothes.

This is a glimpse of Adidas's latest sportswear based on Stella Macartney (StellaMcCartney), a brand new Neo designed for young people.

Compared with local brands, Adidas has a strong position.

Haina believes that Chinese consumers are more willing to buy the international market.

Rather than local brands.

Two years ago, there was an opposite trend. Lining set up a large number of outlets in less developed areas, thereby increasing sales.

In addition, due to the outbreak of the financial crisis, Adidas has reduced its investment in China.

However, the fact shows that the Chinese market is moving backward with the world trend and continues to show the trend of growth. Therefore, Adidas's turnover is lagging behind.

After the strategic adjustment in 2011, Adidas is catching up again.