Adidas: Shift From Wholesale Driven To Retail Driven

< p > most of the peers are still in the mire of inventory. Hamukai Yokeiko chose his partners.

His Xiamen Yu Tai Trading Co., Ltd. has worked with Adidas for 13 years, and owns more than 100 Adidas stores.

He said, "after 2008, the inventory problem is really serious, but when we work together to solve the problem, business is once again on the right track."

After the end of the "emergency measures" such as initial price reduction and discounts, based on the collection and analysis of the external environment, consumer research and store sales data, it became the "Golden Compass" that led Adidas and Ye Xiangyang to the right track.

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< p > now, ye Xiangyang collects sales data of stores every day and uploads them to Adidas.

After receiving the data, Adidas does data integration and analysis, and then uses it to guide distributors to sell goods.

Studying these data allows Adidas and dealers to better understand local consumers' preferences for color, style and function, and at the same time know which products are more acceptable.

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< p > Adidas product line is rich. In the past, in the face of all kinds of products in the exhibition hall, dealers can easily place orders according to their preferences.

Now, Adidas will use data to help dealers choose the most suitable products.

First of all, from a macro perspective, consumers in the first and second tier cities are more sensitive to brand and fashion. They can focus on the use of cutting-edge technology products, sports classic series < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and a target= "_blank" href= "http://www.91se91.com/".

In low tier cities, consumers are more concerned about the value and function of products, such as products with high cost performance such as pure cotton products, will be more popular in these markets.

Secondly, Adidas will give more specific product ordering suggestions based on the dealer's terminal data.

For example, Adidas may tell a dealer in a low line market, in its jurisdiction, ordinary running < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > better than running shoes with shock absorbing equipment; as for color, local consumers prefer blue to red.

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Adidas has been recognized by dealers as a way to promote P.

Ye Xiangyang said, "we will agree on what products to sell and what products to sell.

In this way, we will not encounter any inventory problems in the future.

Mining big data has made Adidas find many interesting discoveries.

In the southern part of China, some cities are highly influenced by the Hongkong fashion, while others are more willing to follow the trend of Korea.

As a tier one city, Beijing and Shanghai have different consumption trends, and climate is the main reason.

In addition, the consumption tastes and habits of consumers in High Street cities are more mature. Local consumers need different clothes to meet different needs. For work, dining, coffee and nightclubs, different styles of a target= "_blank" href= "http:// www.91se91.com/" > clothes "/a" are needed. But in a low level city, a woman usually has three different styles of a, target=, _blank and href=, which are suitable for work, leisure and banquets.

Two phase comparison, the high speed city, obviously provides more market segments for Adidas.

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< p > in fact, the use of big data conforms to the need of strategic pformation of Adidas Greater China.

After the inventory crisis, Adidas shifted from "batch" company to "retail driven company". It only sold products to dealers in the past, and became a powerful promoter of selling products to terminal consumers.

Data collection and analysis can help dealers improve their sales rate better.

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"P >" we have launched closer cooperation with our distributors, so as to help us to redefine the supply mix of products by providing more accurate and reliable terminal consumption data, so that we can put the products that meet the tastes of consumers into the corresponding regional market at the right time.

On the one hand, they reduced their inventories, and on the other hand increased the rate of single shop sales.

More sales, higher sales and higher profits.

Gao Jiali, managing director of Adidas Greater China, is quite satisfied with the application of big data.

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