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Adidas'S "2015 Way" Strategy Starts

2013/3/28 10:30:00 17

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when Lining, Anta and other domestic sporting goods giants were largely closed up due to the stock crisis, Adidas went into a crazy mode.

In 2012, Adidas opened up 800 new stores with an average of 2.2 outlets a day.

This is the fastest pace of business and beyond the expectations of Adidas - a year ago, Adidas plans to open 500 new stores in 2012.

Less than P, Adidas is the most beautiful sports brand in China.

In March 7th, the 2012 earnings report released by Adidas showed that its sales in Greater China increased by 15% over the same period last year, much higher than that of all competing brands.

when the sports brand wail in China, Adidas seems to outshine others.

Earlier, Adidas had encountered inventory problems earlier than other sports brands in China. After the Beijing Olympics, a large backlog of stocks made it a synonym for aggressive.

At that time, rumors of local brands beating pnational brands were once popular in the sporting goods market.

Now is the time for Adidas to take a positive view.

Adidas has announced the China strategy of "2015 way" as early as the end of 2010, and clearly pointed out the five main directions to achieve growth.

Since then, Adidas's Greater China region has achieved 23% revenue growth in 2011, which is a reversal of the 3% growth rate in 2010.

After the 2012 performance briefing, Gao Jiali, managing director of Adidas Greater China, told the Global Entrepreneur: "this gives us more confidence to start the journey in the second half."

regression essence

Less than P, after two years of intensive cultivation, Gao Jia Li knows more about the consumer preferences of the lower market.

"This pair of blue shoes can be sold well in the low tier cities, with bright colors, but this black, green and red decorated shoes should be sold in the high speed city. The core technology of the blue chip is shock absorption, and the corresponding price will be higher, because I think it is not suitable for the low line city. It can let others see the big logo's" a "target=" _blank "href=" http://www.91se91.com/ "> dress < /a > suitable for the low line, while in the high speed city, more dark designs should be introduced, so Logo and iconic stripes will not be seen.

Gao Jiali explained.

"P > new strategy has made Adidas reborn, but it still needs to pform from a sports brand wholesale company to a retailer.

Adidas has more than 7500 stores in China, and the proportion of non direct stores is as high as 90%.

In March, at the upcoming Adidas winter ordering meeting in Xiamen, Adidas still had to sell the goods to dealers in the near ten months. In fact, the stock crisis of China's sports brand was largely derived from this. The sports brand sold the products wholesale to the distributors, and then finished the sales, while the dealers had to bear the risk of not being sold alone.

Under the new strategy, "retailer" Adidas has prepared for the battle after ten months, and it has increased investment in every aspect of the consumer facing P.

In addition to the traditional marketing offensive, Adidas also revamping its logistics system, shortening the time of new products to shop, collecting every sales data from terminal stores, and analyzing consumer preferences.

The product marketing department, which decides the direction of future products, has placed the "Sell-in" and "Sell-through" together into the KPI assessment system.

If "sell-in" represents the traditional wholesale thinking, then the concern about "Sell-through rate" means the attention to the real needs of consumers.

when asked about its secret recipe for success in 2012, Adidas global CEO Herbert Heiner (Herbert Hainer) replied: "this is going to return to the core principle of the" 2015 plan ": focus on consumers.

Gao Jiali believes that the performance of a store depends entirely on consumer demand.

Gao Jiali asked the team to look at the data and track the sold out rate, and to understand the price range and style preference that consumers could accept through each paction data, so that they could produce the most suitable products in different cities.

"This is why Adidas can distinguish itself from other competitors."

Gao Jiali explained.

2012 is a challenging year for all sports brands, but opportunities still exist. Chinese consumers are not lack of interest and demand for sports products.

Consumers' pursuit of international brands is an opportunity for Adidas.

Gao Jiali believes that consumers are constantly evolving, and once they have the power to consume, they will strive to be in touch with international brands.

"Once money is available, people will pursue higher brands. This is the inevitable trend."

Huang Weiqiang, managing director of Accenture Greater China, thinks so.

go to the countryside /p >

Under the guidance of "consumption evolution theory", Adidas has no hesitation in cutting into the blank market of local brands in P.

2/3 of the 800 newly opened stores in Adidas in 2012 are located in low line cities, namely, four to seven line cities, namely, county-level towns, townships and even smaller rural areas.

before the "2015 way" strategy was launched, Adidas's vision in China had only been placed in the high speed city. Gao Gai Li revealed that at that time, the international brand believed that it was easier to open stores in one to three cities.

And the low line city means complex and changeable, just like a bone that is hard to gnaw.

for example, women in low line cities may have only two or three occasions to change different a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, work in a suit, formal banquet then wear another set.

High speed cities need different a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > to cope with more occasions. Coffee dressing, shopping, bars, sports and other dress choices are more sophisticated and refined.

The more abundant lifestyles of consumers in High Street cities give sporting goods manufacturers the opportunity to provide more diversified products, but similar market opportunities exist for those who do not need to subdivide their clothing categories.

Adidas NEO is the first new brand approved by the Chinese region and approved by Adidas headquarters in Germany. Although it has not yet covered the world, it has maintained a two digit growth momentum in China, and NEO now has 1200 stores.

The product marketing team, which is responsible for the NEO brand, can also gain more autonomy.

NEO brand differs from sports performance (Sport Performance). It emphasizes functional fabrics and professional sports concept. It belongs to sports Sport (Sport Style) series with the Adidas Originals. Its products are positioned in the fashionable dress of youthful vigor in non sports time.

But compared to the high price of clover, NEO is more casual and the price is more close to the people. Its price is only about 100 yuan higher than the domestic sports brand.

As far as function is concerned, NEO can not only wear sports, but also go to a dinner party. Such a price ratio makes it difficult for consumers in low tier cities to resist.

2011, Adidas's brand communication activities were named "Adidas all in, all efforts", and unified the NEO, clover and sports performance series.

Its promotion also reflects the brand's depth and breadth of Adidas. Through this activity, the new brand of NEO has been put under the Adidas brand.

In 2012, NEO ushered in the first TV advertisement. Eddie Peng and Angela baby as the spokesperson's bright youth image were obviously separated from Eason Chan's endorsement of the sports performance series of famous clover and famous athletes.

The strategic goal of "P > Adidas" to the 2015 "will cover 1400 low level cities in China in the future, and only 350 cities have been achieved in recent two years. Just 1/4 of this figure can be expected in the next three years. Adidas will also open shop at an alarming speed.