Marketing Mode Of Sports Brand Adidas

Act as

The official partner of the world cup, Adidas will provide the match ball.

At the same time, Adidas is also a sponsor of several national football teams, including the host South Africa team.

Therefore, the world cup is not only a competitive arena for football teams from all over the world, but will also become the main arena for Adidas.

In China, Adidas plans to participate in all channels of the local market, and will launch comprehensive marketing and communication activities through TV, outdoor media and sales terminals, especially digital marketing, so as to attract consumers concerned about the world cup, and then show them the charm of Adidas.

In fact, not just Du Bairui himself, Adidas is looking forward to the world cup in South Africa.

On the walls of the Adidas Shanghai office corridor, the poster of the newly designed Adidas brand and the world cup, although it does not know which poster will be used, it has a strong atmosphere of the world cup.

Adidas looks forward to the promotional activities around the world cup, which can reverse the adverse situation of its profit decline.

1, once committed a blunder.

In March 3rd of this year, Adidas released its financial report in 2009. Its annual sales volume was 10 billion 381 million euros, down 418 million euros compared with the same period last year. Net profit dropped by 61.9% compared to the same period last year. Sales in the Greater China region were 967 million euros and sales fell 16%.

In contrast to the decline in Adidas's performance, in 2009, the sales performance of Chinese local brand Lining increased significantly.

In March 17th this year, Li Ning Co Ltd released its annual report in Hongkong. Its sales revenue in 2009 was 8 billion 387 million yuan, an increase of 25.4% over the same period last year.

According to the 1 euro exchange rate of 9.31 yuan, sales of Adidas in Greater China in 2009 amounted to 9 billion 93 million yuan.

Some analysts estimate that the mainland market accounts for 84% of Adidas's Greater China sales, reaching 7 billion 638 million yuan.

According to this data, Lining has successfully surpassed Adidas.

This means that in the 2009 Chinese sporting goods market, Nike ranked first in sales of 10 billion yuan, Li Ningyue for second and Adidas back to third.

But push all the questions to

It is not objective. Adidas has made a big mistake before.

Adidas is a partner of the 2008 Beijing Olympic Games. As the vision of Beijing Olympic Games will make Chinese consumers demand for sportswear sharply, Adidas encourages dealers to take the goods actively. As a result, in 2008, Adidas achieved great success in the Greater China region only on the basis of book sales.

But what Adidas did not expect was that many of the products that had been taken away by dealers were not bought by consumers, but instead they became dealers' inventory.

In 2009, Adidas's dealers were busy cleaning up their inventory. Discount sales not only failed to increase the sales volume of dealers, but also greatly reduced profits. It also highlighted the magnitude of the decline in Adidas's performance in 2009.

2, a new attempt.

Although he does not admit that he has been surpassed by Lining, his declining sales performance is a fact that Du Bairui must face.

First of all, we must clean up dealer inventory, otherwise this problem will continue to affect Adidas's development.

Faced with difficulties, Adidas decided to lower its status and work with distributors to tide over difficulties.

Adidas Greater China selectively picked up some of its inventory from dealers, and agreed that distributors in some regions would open discounts to sell stocks.

This is not just the change. According to Du Bairui, "Adidas is innovating from top to bottom."

{page_break}

2009 is the year of reform of Adidas group.

First, Adidas cancelled the headquarters of all continents, compressed the management level, and reclassified the global market into 6 regions, namely, Western European market, European emerging market, North American market, Greater China market, other Asian markets and Latin American markets.

Today, as head of the Greater China region, Du Bairui reports directly to group CEO Herbert Haina.

Professional analysis, the alliance with Baosheng is a very pragmatic consideration.

Baosheng international and its consortium operate 9952 retail outlets in China. It is a well-known channel and retailer in the domestic sporting goods industry, and is also the largest distributor of Adidas.

Cooperation with Baosheng is conducive to the stability of Adidas channel. More importantly, the localization and sale of Reebok brand is more in line with the needs of Chinese consumers, and will greatly shorten the time of Reebok's new product launch.

3, steady expansion of channels

The new change also includes the sale of Adidas into two parts, wholesale and retail.

Adidas's financial report shows that since 2002, Adidas has gradually increased the number of self operated retail outlets worldwide, and has gradually increased its retail capacity. Now it has 2212 self operated retail outlets.

The gross profit margin of Adidas wholesale business in 2009 was 41.6%.

The gross profit margin is 58.6%.

Adidas used to pay more attention to brand, but now it tries to master channels and gradually control the terminal.

To increase profit margins, Adidas regards retail as a "strategic business" for its future development and decides to form a more powerful retail business team.

However, Adidas's Greater China channel adjustment will be very prudent this year.

Du Bairui said, "it is very important to conform to the overall reform idea of the group, but it is equally important to make adjustments to suit the actual situation of the Chinese market.

Localization is based on the actual situation of the region to adjust our business activities.

Finally, when the reporter asked what he expected of the market in 2010, Du Bairui said he believed that greater China could reverse the decline in sales in 2010, but he was more optimistic about the long-term development of Adidas in China. So he is now committed to lay a better foundation for future development.