Adidas Opens Women'S Stores, Sports Brands, And Market Segments

Market segmentation has become the growth point of sporting goods industry.

Adidas announced that two women's stores will be opened in Chengdu at the end of this month. In October, the company opened its first women's store in Beijing.

Adidas said it will open more new stores in China in 2015.

Prior to this, MIZUNO, Arthur and new hundred Lun have all taken a firm foothold in China by running in this market segment.

This brand new store mode is trying to grab the female market, and it also means that the retail mode of Adidas is gradually fragmented.

In fact, before setting up a women's store, reporters found that Adidas's APM shoe store in Wangfujing, Beijing, quietly started operation.

Women's products since last year

Since the event, Adidas's women's product business has increased substantially, and sales growth has maintained two digits, higher than the whole greater China region.

In the first three quarters of this year, sales in the Greater China region increased by 10% over the same period last year.

Gao Jiali, managing director of the Greater China group, said: "women's products have always been one of the fastest growing categories in our business in China.

At present, women are keen on fitness and sports, so they are looking for equipment that can maximize the performance of sports, and our innovative technology and diversified product lines can better meet the needs of female sports people, which is unmatched by other brands.

Value women

It's not just the Adidas family.

In November 29th, China's first Nike women's experiential shop opened in Shanghai. In addition to nearly 100 products, there are many service items, such as "Nike+ gait analysis system", trousers length fine adjustment service, intimate sports underwear shopping experience, training courses and so on.

Similarly, Arthur and MIZUNO's running concept store, in addition to running shoes and related products of all levels, also provides foot type measurements and running knowledge lectures. In the industry's view, sports shops focus not only on products, but also on a group of attributes. In this process, services are more important than products.