ADI Seeks The Dream Of Becoming The First Sports Brand.

Adidas has entered China for more than 20 years.

In the past 20 years, Adidas has been seeking the dream and goal of "the first sports brand".

While Adidas is expanding rapidly and sales are rising, Adidas's "Three Guarantees" commitments are hard to come by and the news of sweatshops is spreading.

For Adidas, today's people are no longer strangers. It is a well-known brand in sports shoes and sportswear.

This brand is worn by more and more people.

To make the best sneakers in the world, since the first pair of shoes was hand-made in 1920, Adidas's dream is to create the best sneakers in the world.

Over the past 80 years, Adidas has been adhering to this goal, constantly improving its skills, finding problems in practice, and correcting and resolving them in time. At last, it has reached the peak of world famous brands step by step.

In the early days of creation and driven by the passion for sports and shoes, Adidas's founder ADI dash has followed three guiding principles in the research and development work: producing the best sports shoes to meet the needs of sports; protecting athletes from injury; and making products durable.

The three principle urges Adidas to always pay attention to the quality and comfort of shoes, and once they find problems, they will try to improve them.

The logo of Adidas's three line has been used since the end of 40s.

Later, Adidas specializes in tailor-made footwear for athletes and gradually expands their business.

At the Montreal Olympic Games in 1976, ADI watched the 400 meter preliminaries on TV at home.

When the athlete turns a corner, a little movement does not escape the eyes of ADI.

It turns out that when you run to the corner, the athlete will automatically shift outward.

In response to this problem, ADI has developed soles that can individually adjust the studs.

By adjusting the studs, the athletes achieved good results with the help of appropriate external forces.

After that, Adidas constantly developed its own new product and finally made its brand famous.

"Three packages" are hard to fulfill and are accused of regional discrimination. Today, wearing Adidas brand is almost the usual choice of consumers.

At the time when Adidas sold well at home and abroad, its sales volume increased and its reputation was outside, many reports about Adidas incident were made public at the same time.

Adidas's "Three Guarantees" commitment is hard to fulfill.

According to media reports, Mr. Zhang bought a pair of Adidas sneakers in Shanghai. He didn't expect to wear bubbles after wearing shoes for two months. When Mr. Zhang took the "three pack" voucher on the shoe packaging box to find Adidas, Adidas first said the normal phenomenon.

In an interview with reporters, Mr. Zhang said he still couldn't understand Adidas's "Three Guarantees" commitment.

He said, "there are only three packages on the shoebox, and no specific terms are listed.

The understanding of consumers is, of course, within 3 months, including package repair, replacement and refund, but when the time comes, there is a threshold.

Why not express in advance to consumers? "

What is more difficult to understand is that, according to the legal basis of the current "Three Guarantees" regulations, the PRC quality of products law and the consumer rights protection act of People's Republic of China, there are no footwear products in the three package regulations of the state.

What does Adidas's "three pack" commitment include?

When asked about such a problem, Adidas's staff were speechless and unable to justify themselves.

This can not be denied that Adidas is far more beautiful than it is, and some vague rules are just for "flickering" consumers.

"The world famous brand carries out regional discrimination".

The cause of the incident is that Mr. Yang, a Zhengzhou resident, bought a pair of Adidas trousers and wore them for a long time before sending them to the test.

Mr. Yang bought a pair of Adidas trousers on a health store in Zhengzhou on the way to health. "They wore it for half a day, and the top half of a trouser leg began to pilling. It was ugly to see a big palm, and my friends laughed at me saying that the trousers that cost 300 yuan were almost the same as dozens of counterfeit products."

Mr. Yang found a businessman, the other side does not think it is the quality of pants.

Mr. Yang reluctantly sent his trousers to Henan Textile Inspection Center for testing.

The staff of the inspection center found that the quality grade of the trousers was "qualified products".

According to our current assessment of clothing standards, the internal quality standards such as pilling are not required for qualified products, but for the first class garments, we must assess pilling.

According to a careful citizen observation, the clothing quality label of clothing labels on Adidas's specialty stores in Beijing is first class.

While the trousers and T-shirts purchased by Adidas counters in Zhengzhou, the quality grades on the labels are all qualified.

This can not be denied that the world famous brand is doing regional discrimination.

"Adidas casual clothes contain carcinogens".

In 2007, the Guangzhou industrial and Commercial Bureau found that some casual clothes contained some "decomposable aromatic amine dyes" which are very harmful to human body. If the dyes were exposed to human body for a long time, they might decompose and produce carcinogenic aromatic amines, which could cause human diseases and induce cancer, and the incubation period could be as long as 20 years.

There is Adidas in it.

Reports on carcinogens and other harmful substances in clothing products are common.

But this kind of thing happens to Adidas, but it is beyond the normal psychological scope of people.

Because Adidas is a famous brand in the world, it is a world-famous brand with a long history. It should be a symbol of quality and credibility in people's hearts.

"Adidas limited shoes Yi - Huf Sneaker vilify Asian".

The Adidas limited Yi HufSneaker, designed by San Francisco artist Mcgee, was officially launched in the world in April 1, 2006, with a limit of 1000 pairs, priced at 250 dollars.

The tongue of the sneakers is painted with an Asian male face with a pair of squint, Tusk and watermelon skin.

After the official sale, Asian Americans and civil rights groups all over the United States issued protests in the Internet and other media. Adidas announced that it had stopped selling the limited number of sneakers worldwide.

As early as two years ago, Adidas executives said publicly that the Beijing 2008 Olympic Games should be used to surpass Nike in the Chinese market.

Not to mention that Adidas's Olympic marketing at cost free is really going to surpass Nike, or let Nike take the lead again.

The news about its sweatshops has put Adidas in a more passive position.

Data show that in China, there are 264 factories and 300 thousand workers working for Adidas.

Most factories adopt closed management.

These workers work on average 6 days a week and work 10 to 12 hours a day.

They live in staff dormitories, with more than 10 employees in each dormitory, sharing a bathroom, and most of them have no pension or pension insurance.

5 to 2 hours late for work.

Even more incredible, some factory workers can not even choose to eat, because the factory will automatically remove their meals without the consent of the workers.

As we all know, overtime work is a common practice in foreign companies.

Adidas's employees work overtime because they are too low wages, willing to work overtime in order to get overtime pay to maintain their living allowance.

Adidas's financial report shows that the company's profits in 2007 exceeded 1 billion 80 million dollars, and the wages of workers on the production line were only 65 cents per hour.

Adidas workers who make shoes do not want to have a pair of Adidas shoes, because the price of shoes is far beyond their actual consumption.

Low wages, extra overtime, paid accommodation and catering conditions, no social insurance coverage, hard leave, hard work, fines, reduced wages, poor security and so on.

It makes people unable to link up with the developed global pnational giants.

Originally, these enterprises were well regulated in their native areas, because the developed trade unions, strict laws and workers suffered a slight loss of rights and interests.

After pferring the factory to a relatively low cost and relatively loose policy country, the pursuit of profit maximization by multinational corporations is exposed.

At present, under the influence of the US financial crisis, the global economy is in recession. How to find a better profit growth point is the urgent goal of many multinational companies.

China's economy has been in a stable state and has become the first choice for many multinational companies to choose to take root in this area and expand their business.

Many multinationals have increased investment and emergency public relations, and Adidas is no exception. In a recent official statement, Adidas made it clear that China is its most important strategic base.

Adidas CEO Herbert Hainer also said that as the fastest growing major market, China is crucial to achieving its goal of becoming the leader of the global sports apparel industry.

At present, Adidas is lagging behind Nike in both the global market and the Chinese market.

In order to surpass its rivals, Adidas plans to expand in China with an average of 1.5 new stores per day, and strive to expand Adidas brand stores to 6000 by 2010. It is distributed in 500 cities in China, with a total sales volume of 1 billion euros in China, and promises to "be confident that it will become the number one brand in the Chinese market".

But if the new factory and new store do not consider improving the work and living environment of their workers and their treatment, and do not increase the humanized management measures, Adidas will probably end up embarrassing the "far better" and "fudge consumers".

Yang Jing: editor in charge