Adidas Beijing Starts Homecourt Brand Center 2014 Latest Retail Strategy Inventory

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< p > < strong > trend: brand depth and breadth keep abreast of < /strong > /p >
< p > in this store with stadium as the design concept, we can see several major retail trends foreseen by the brand: < /p >
< p > in each floor design center < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > category, representing footwear products will become the focus of Adidas's efforts; < /p >
The sports fashion series represented by NEO and Adidas classic (adidasOriginals) has more display space, indicating the rapid growth of sports fashion series market. < /p > P Adidas brand.
< p > women's sports performance series for women's market segments are specially displayed, showing the increasingly important position of women's sports products market; < /p >
< p > although there are more fashionable elements, but in the communication between stores and consumers, Adidas begins with sports and rooted in the core of sports will be continuously strengthened, which is the depth of brand; < /p >
The design of "P store" store "adidasisallin" brand concept runs through the whole store. Here, consumers can not only find professional sports products, but also choose comfortable and fashionable a target= "_blank" href= "http://www.91se91.com/" > dress "/a" footwear products for their families. This is a one-stop shopping experience. Consumer shopping will no longer buy only one single item, but the match from head to toe. This is the breadth of the brand. < /p >
More than ten years ago, Adidas began to subdivide its brand. Now it has a series of sports performances that provide professional sports products. Sports combine with the fashionable Adidas Classics (adidasOriginals), adidasbyStellaMcCartney and NEO, aiming at the all-around brand combination of Y-3 and PorscheDesign in the high-end market. < /p >
Over the years since the implementation of the strategy for subdivision of brands, the sub brands have differentiated positioning, aiming at different segments of consumer groups and promoting the growth of P's overall business. In the first three quarters of 2013, sales in the Greater China region increased by 7%. Sports performance series and sports fashion series became the main driving force for growth. < /p >
< p > < strong > communication: omni-directional experience deepen consumption impression < /strong > /p >
< p > in store design, how can consumers not only buy products conveniently, but also perceive the core information and culture of Adidas brand? < /p >
< p > with the help of Homecourt store concept, we have created four main areas of product display and brand communication with consumers: the central footwear area has created a central area to release the energy focus of the arena; the tunnel entrance is like a door to lead consumers into the sports competition; the Central Hall shows the store style of < a href= "http://www.91se91.com/" > Adidas < /a > various categories and sub brands, and fully interact with consumers; the team room is the fitting room and social area in the shop. < /p >
< p > although retail outlets are offline, we will consider from the perspective of consumer experience, which interactive technologies and services can help them. In the Homecourt brand center Beijing Sanlitun Adidas brand center, we provide a new consumer experience tool "Shoebar shoes". It is an interactive display table with two touchscreens, which can help consumers find suitable products or provide more information for them. < /p >
< p > consumers can place shoes on the desktop next to the touch screen. Through RFID radio frequency identification technology, the system can identify the product and display the 3D image of the product on the touchscreen. Consumers can enlarge the size of their shoes, view them from different angles, and even understand the techniques used in shoes, so as to understand how shoes will help them make the best performance. Shoebar (shoes bar) is also inlaid with the technology of Shoefinder (search engine). Consumers can get product recommendations that meet their needs just by answering 3 or 5 questions. < /p >
< p > in the future, we do not rule out further integration of online and physical store shopping, such as online ordering and offline store pick-up. Our ultimate goal is to ensure that we can serve all of our consumers, whether online or in real stores, and the shopping experience will be consistent. < /p >