Gao Jiali, Managing Director Of Adidas Greater China: Five Years Did The Right Three Things.
Gao Jiali looked relaxed and happy. The managing director of Adidas group Greater China has put on spectacles and pouches compared with five years ago, but its market in Greater China has been growing steadily since the 2010 fiscal year, and surpassed Lining (2331.HK) and Anta (2020.HK). Nike The battle for the Chinese market is growing fiercer.
At the media conference in March 9th, Gao Jia Li set the goal for Adidas in the Chinese market to achieve "greatness". According to previous earnings reports, the annual sales of Adidas Greater China reached 1 billion 811 million euros, an increase of 9.4% compared with 1 billion 655 million euros in the previous fiscal year. Adidas is the only company to achieve sustained growth in major multinational companies and local Chinese companies.
Zhang Qing, founder of the key sports marketing organization, told reporters. Adidas In the past few years, the performance of "dark horse" has been "loss before, enjoyment in the rear".
In the 2008 Beijing Olympic Games, Adidas carried out a great leap forward development plan in the capacity of Olympic sponsor, and accumulated a large number of stocks. Zhang Qing said that the outbreak of the stock crisis led Adidas to adjust its product lines and channels, and so on. Compared with Nike and local brands, Adidas encountered inventory problems earlier and adjusted earlier.
Gao Jiali summed up the Adidas winning magic weapon to confirm the analysis of market observers.
Layout of small and medium-sized cities
In the past five years, Adidas has had a major operation on sales channels.
Gao Jiali disclosed that in 2011, Adidas chose 50 cities in China, inspecting the core business circles of each city, such as Huaihailu Road business district in Shanghai, Nanjing Road business circle, Beijing's Wangfujing, and so on, to understand which brands of these business circles have, and to draw out brand maps; to analyze people's flow and types of consumers, and to purchase the main brands, and to evaluate the purchasing power level of consumers.
Adidas's conclusion is to sink the sales channel. About half of the new stores opened by Adidas in recent years in China's small and medium-sized cities, Gao Jiali said that in the future growth of Adidas, small and medium-sized cities are the main driving force. Gao Jia Li uses the "emerging city" or "future city" to address small and medium-sized cities, and does not use the "low line city", which makes Adidas dealers feel uncomfortable.
Sullivan, global partner and chief executive officer of Greater China, told reporters that Adidas began implementing a plan named "2015 way" since 2010, aiming at stepping into the 1400 low tier cities of China. Since its launch, Adidas has opened 2000 new stores, most of which are concentrated in low tier cities. Wang Xin believed that the international sports brand shifted the retail development vision to the three or four line city, on the one hand, because of the market blank, and on the other hand, it was forced by the rise of fast fashion. Before 2010, the three or four tier cities were entrenched by Chinese local sports brands, while China Local brand Because of its late start, still in a variety of imitation and rough manufacturing stage, it can not compete with the international brand in terms of product quality and fashion. Therefore, for the international brand, entering the three or four tier city like entering an uninaccessible environment is extremely competitive.
Gao Jiali disclosed the channel layout strategy: Adidas's sports performance products, shop can cross the first line to five or six line cities, but high-end products, such as some running products are only opened in a second tier city. Sports classic products, stores open in a second or even three line cities. NEO products, because they are medium priced sports and leisure products, are suitable for opening stores nationwide, and stores are located in the first tier to six line cities throughout the country. Women's stores are located in high-end retail channels in the first tier and partly developed second tier cities because of their high-end positioning.
Wang Xin evaluated that Adidas's flexibility in channel has satisfied and attracted different consumer groups, resulting in the effect of differentiated competition in the highly competitive and highly competitive sports market, and has won the favor of consumers.
Product mix caters to Chinese consumers
Ma Gang, an independent market watchdog, told reporters that apart from the precision farming and rich product mix, Adidas is also a strong promoter in China's industry.
In Gao Jiali's 2011 plan, the Adidas ORIGINALS and sports leisure Adidas NEO products, which are the main sports fashion, were regarded as the "magic weapon" of Adidas's performance in China.
In recent years, with the rapid fashion influx of Chinese consumers are enthusiastic changes. Today, the enthusiasm of Chinese consumers has shifted from sports products to fashion and leisure. In contrast, Adidas caters to the needs of the market and develops its own sports fashion series to provide consumers with more sports and fashion combined products, with the channel sink to expand consumer contacts and try to compete in the new market environment. At the same time, Adidas is also picking up talents from the fast fashion industry, copying its practice to make up for its original shortcomings. In the process, Adidas has not abandoned the image of its own sports brand, making it competitive in today's fast fashion and traditional sports brand market. Wang Xin said Adidas sub brand NEO is the best among them.
As of the end of December 2014, Adidas has more than 8000 retail outlets nationwide, of which more than 330 classic retail outlets have been launched by ORIGINALS, and more than 1700 NEO retail outlets.
Entertainment marketing
Gao Jiali worked as a music entertainment industry and served as general manager of SONY BMG Malaysia Company. And Adidas's entertainment marketing in the past five years has been regarded as rare in other industries.
Ma Gang told reporters that Adidas has done better than other peers to effectively seize the opportunity of entertainment marketing and fashion life products.
Take Adidas ORIGINALS as an example, many entertainment stars on the mainland and Hong Kong, Macao and Taiwan have worked with Adidas, appearing in Adidas's advertising films, including: Chen Yao, Fan Bingbing, Li Bingbing, Eason Chan, Jolin and JJ Lin. If all of them are listed, it will be a long string. Idol spokesmen are hard to resist for young consumers.
Benefiting from entertaining marketing, Adidas sports classic products have enjoyed strong growth in China, and sales have almost doubled in the past three years.
However, Gao Jiali told reporters that Adidas's entertainment marketing in China is purely coincidental with its experience in Sony Corp. He said he had worked in Adidas for 10 years, but that in SONY was much shorter.
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