Adidas Plays Innovative Small Shops To Seize Footwear Market

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In the six major global markets of the group, the Greater China region is an alternative. It is more flexible and innovative in the field of sales channels than local brands.

Adidas announced today that it has opened the country's first footwear franchise store in the Chinese market.

Ma Gang, an independent market watchdog, told the first financial daily that Adidas wants to be the boss in every subdivision, even in every community.

Ma Gang said that there are two trends in the development of retail channels, one is to expand, and now the flagship stores are building more and more, from one storey to four storeys, covering all product categories; the other is to make small and professional shops to meet the consumer demand in the field of segmentation.

In the important commercial area of the central city, a store is usually only 30~50 square meters. Such a small area can not be built as a standard retail store that sells everything. Although the space is small, the location is good and the commercial value is large, giving up is very regrettable. If the shoe store is built, the profit is not small.

Footwear is an important support for sports brand, and its strategic value exceeds clothing products.

In the 2014 fiscal year, Nike's footwear products earned 16 billion 208 million dollars, far more than clothing's contribution of $8 billion 109 million, and footwear was about double the income of clothing.

Footwear products revenue increased by 11%, also higher than the 8% increase in clothing products.

The sales volume of footwear products increased by 7% in 2014, and the unit price per unit increased by about 5%. The sales of clothing products increased by about 6%, and the price of each piece of goods increased by about 4%.

Nike brand and Jordan brand basketball shoes are popular in the market.

Compared with Nike, the performance gap between Adidas footwear and garment products is not particularly large, but sales of footwear are also much higher than that of clothing.

In the first half of 2014, Adidas footwear sales amounted to 3 billion 293 million euros, sales of clothing products were 2 billion 860 million euros, and the main position of footwear was unshakable. Compared with Nike, Adidas had more potential to increase sales on footwear.

The first shoe store opened by Adidas in China was operated by the company. Adidas told our reporter that it plans to open more footwear stores in 2015, but at present, it is unable to announce the number and address of the shop in the future.

In addition to footwear monopoly, the first financial daily reported earlier that Adidas also opened a women's store.

Women's stores offer products such as running, training and yoga, as well as Adidas by Stella McCartney products.

The company opened three women's stores in the Chinese market in 2014 and will open more such stores in 2015.

In addition, Adidas opened in Wuhan.

The store was extended to three cities in Shenyang, Beijing and Chengdu in 2014. These stores provide all kinds of basketball shoes and basketball costumes.

In addition to the above retail stores, Adidas also has children's wear stores, Adidas sports classic Neighbourhood concept store, Adidas interactive store Homecourt home.

At present, Adidas operates more than 80 retail outlets across the country.

At present, there are more than 8000 Adidas shops nationwide, many of which are located in two or three domestic cities.

Gao Jiali, managing director of Adidas group Greater China, said: "at the beginning of the strategy of" leading to the 2015 road ", we realized that the expansion store mode is an important part of our retail business development in China. Colin Currie

With the introduction of the new differentiated retail mode, we have been able to provide the best brand experience to meet the changing needs of consumers.

We have seen increased sales and sales volume by providing a wider range of differentiation patterns and improving customer experience.

Gao Jiali said Adidas's performance in China has increased by two digits.