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Adidas Plans To Open 800 Stores In 13 Years

2013/3/25 12:47:00 20

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relative to the tragic situation after the 2008 Olympic Games, Adidas's newly announced 2012 performance in the Greater China region increased by 15%, which is "counterattack".

In 2008, the leadership overestimated the Chinese market after the Olympic Games, resulting in a serious backlog of stock and gave many local brands the opportunity to fight against them.

Below P, nowadays, the domestic sporting goods market has entered the worst time, and the overall performance has generally declined.

Anta sports has declined for the first time in five years, while Nike's Greater China growth has lagged behind the global market growth.

And Adidas seems to have ushered in the best time after the Beijing Olympics.

In March 8th, in an interview, Gao Jiali, director general of Adidas Greater China, dissected the past year's reform in detail. P

Gao Jiali said that one of the business priorities of 2013 is to expand the opening of low-level cities, and plans to open 800 stores this year, including 2/3 in low-level cities. The vast majority of China's future consumer demand growth will be in low-level cities.

for this reason, Adidas has made a list and order list of its stores through demographic surveys and its own research.

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"after 2008, Adidas first encountered the inventory crisis. When the whole industry inventory crisis in 2009, Adidas has come up with solutions, such as re dividing the whole country into six areas, increasing the support for dealers, and Adidas first proposed the" channel sink ". When the director general of China's Gao Jiali announced the expansion of the market to the six tier city, the whole industry felt unbelievable.

The key way is Zhang Qing, founder of sports consulting company.

Adidas has worked out a strategy called "the road to 2015". The strategic plan reached more than 1400 low level cities in China by 2015, and now it has only expanded by half.

Gao Jiali recalled that at the beginning of 2000, most of the shops in Adidas were in one to three line cities, so most of the shops were in big cities, and now they need to be changed.

Adidas team first studied the information of the 2010 national census to understand the population and economic development level and wealth level of different provinces. In addition, it also obtained data from retailers, fast food shops and other industries. It also investigated how many banks, schools, department stores and so on in each place. After summarizing these data, it analyzed again how much market share Adidas had in that city or region, how many shares its competitors had and how many opportunities to enter the area.

for example, the market share of Adidas is very low. If you want to increase the market share or where it is blank, you can arrange a sequence in this way.

This is a roadmap for Adidas to open shop in the future.

According to what sequence, where to open, where to open, have been very close calculation.

Gao Jiali said that the number of shops that Adidas will open next year will continue to rise, mainly in the low tier cities.

He disclosed that a project is currently under way to decide how to quickly attack these low level cities through this project, how to help distributors to open stores in these places faster, and to buy goods from Adidas and provide them to that place.

in some low level cities, there are few international brands involved. In this case, Gao Jiali said, "we will make a hypothesis to simulate the calculation, and then make our shop plan accordingly."

he stressed that consumers in low level cities are increasingly eager to buy international brands. This has also created a good environment for Adidas. But with the entry of Adidas, other competitors will also come in gradually, and competition will become more and more intense.

On the whole, Adidas's goal is to go deep into China's 1400 low level cities by 2015, and only 350 now, less than half of them are p.

Gao Jiali said that this is because the overall economic environment in 2012 is not very good, not only for the sports industry, but also many other industries are facing challenges, so slightly changed the pace and plan of opening stores.

"P > all over 2012, a very important task for Gao Jia and his team is to" make friends "with the dealers.

Gao Jiali said, to go to so many low - line cities in China, Adidas has no way to run its own business. It needs to be opened by dealers, and dealers need to go through their own "friends" and find their own partners to go to the local smaller cities.

In the 18 months before 2013, for the low line market, Adidas also changed the proportion of media delivery and the core of the market communication strategy, trying to further enhance its brand awareness in the low tier cities in the past 18 months.

It will spend more money on medium and low tier cities such as TV commercials.

"The TV advertisements we are launching now are mainly targeted at low tier cities, because there are more TV stations there."

Gao Jiali said.

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Adidas assured suppliers that they could earn the highest profit from Adidas.

As for how to do it, Gao Jia Li said that through studying the numbers.

P, every day, every selling point and every single list, Adidas requires distributors to feedback the sales data in real time.

Upon receipt, the Adidas team integrates data into standard systems and reports, and then analyzes them.

the data report shows that there is no difference in the form of data between the distribution shop and the direct store. It includes sales time, paction category and price point of each product.

"If there is any difference, there will be a data replenishment system in 100% of our outlets, but only 80%~90% can provide us with such data," he said.

Gao Jiali explained.

most basic, these data can be found that the consumption trends of Shanghai and Beijing are very different. For example, the southern cities prefer Hongkong fashion, while some northern provinces prefer the Korean fashion style. In China's low level cities, Adidas's blue run is better than that of a target= "_blank" href= "http://www.91se91.com/" > shoes < /a. The more gorgeous orange shoes are best sold in the high speed city, because the latter adopts high technology such as better shock absorbing equipment and so on, and the price is even higher.

these data also reflect whether a store has more male customers or more female customers, and what kind of products are preferred.

In order to ensure that the consumer enters the store, he / she will find the product that he wants to buy.

by using data analysis of stores in different regions, Adidas can help distributors purchase.

Pointing to the new product showroom, Gao Jiali said, "when dealers come in here, he can purchase products based on his experience and personal preferences.

but with this data, we can tell them that you want to buy this pink shoe, which sold well in your area.

If there is no data support, everything is very subjective. With this data support, everything is well documented.

"Through these surveys, we have made a careful selection of product categories to increase the rate of sales."

Gao Jiali said.

Less than P, Adidas's stated goal is to become the most profitable and profitable business partner of all dealer partners.

Gao Jiali said that only by doing so can dealer partners be willing to invest the money they earn in the opening of new stores in the future.

Zhang Qing, founder of the above key sports consulting company, said that Adidas had achieved success in the Japanese market by relying on powerful supply chain management. Now it has been effective in the Chinese market. When the whole industry was in the stage of "low level consolidation" in 2013, Adidas has stepped forward several steps, which is backed by supply chain management.

"We have changed our business model in the Chinese market.

In the past, we paid much attention to wholesale business rather than retail, but later we found it impossible. "

Gao Jiali said.

P wants to compete with the world's top retailers. Adidas looks at the Spanish retailer Zara and Sweden's Hennes & Mauritz AB, both of which are fast retailing models in the Chinese market.

Adidas has been "digging" talents from these two companies.

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At present, Adidas is reorganizing the retail store. In the next two years, Adidas will launch a subdivision counter in 7000 stores in the mainland of China, offering professional products to attract backpackers and even fashion designers. P

P has always been Adidas's taste in fashion in China.

Zhang Qing said that in China, sports lifestyle is far from mainstream. The demand for basic sports is not enough. The fashionable sports style is very suitable for Chinese consumers.

He said that Adidas, as a centennial sports brand, has made great efforts in the field of professional sports in the field of professional sports in the context of global fashion.

However, the general sports brand is also following the fashion style line on the basis of the lack of strong sports attributes. It is easy to fall into the "Red Sea" of leisure a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > market.

Less than P, Adidas has created some sub brands for China's niche market, such as NEO, a sports leisure brand targeting young people.

In 2012, Adidas's key investment in the Chinese market included the first launch of TV advertising aimed at NEO brand.

Compared with others, Adidas makes casual sportswear faster.

Gao Jiali also revealed his plan for outdoor products. "We find that Chinese consumers are more and more fond of outdoor lifestyle. In China, mainly in the north, we have opened 30 outdoor stores for P."

By the end of 2013, Adidas plans to expand the number of outdoor stores to 100.