Adidas Performance "Counterattack" Lower Line City Strategy

< p > at present, the performance of domestic sporting goods industry is generally declining. However, in Adidas's newly announced 2012 performance, the Greater China region grew by 15%, which is "counterattack". < /p >
Gao Jiali, managing director of Adidas Greater China, said recently that one of the business priorities of 2013 is to increase the number of outlets in low level cities. This year, we plan to open 800 stores, including 2/3 in the low level cities. The vast majority of China's future consumer demand growth will be in the low tier cities. < /p >
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< p > Adidas has formulated a strategy called "the road to the 2015". The strategic plan reached more than 1400 low level cities in China by 2015, and now it has only expanded by half. < /p >
In the early days of P, in early 2000, most of Adidas's stores were opened in large and medium-sized cities. < /p >
< p > 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, and 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 that area. In this way, a sequence has been arranged, which is a roadmap for Adidas to open a shop in the future. < /p >