• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Adidas Does Three Things In Five Years.

    2015/3/12 9:25:00 19

    AdidasSmall And Medium-Sized CitiesCommercial Layout

    Adidas Greater China has annual sales of 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, the founder of the key sports marketing organization, told reporters that Adidas's "dark horse" performance in recent years was "loss before, enjoyment in the future".

    In 2008 Beijing Olympic Games, as an Olympic sponsor, Adidas implemented a radical development plan and accumulated a large number of stocks.

    Zhang Qing said that compared with Nike and local brands, Adidas encountered inventory problems earlier and adjusted more promptly.

    In the past five years, Adidas has had a major operation on sales channels.

    In 2011, Adidas chose 50 cities in China, inspected the core business circle of each city, such as Huaihailu Road business district in Shanghai, Nanjing Road business circle, Beijing Wangfujing and so on, drew up brand map, analyzed people's flow and types of consumers, and purchased the main brands, and evaluated the purchasing power level of consumers.

    Adidas's conclusion is to sink the sales channel.

    About half of Adidas's new stores in recent years are in small and medium-sized cities in China. Gao Jia Li uses small cities in the name of "emerging cities" or "future cities". There is no use of "low tier cities" because Adidas dealers feel uncomfortable.

    Sullivan, global partner and chief executive of Greater China in Wang Xin, told the first Financial Daily reporter that since 2010, Adidas has begun implementing a plan called "the road to 2015", aiming at stepping into 1400 low level cities in China.

    The plan has been launched so far.

    Adidas

    2000 new stores have been opened, most of which are concentrated in small and medium-sized 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 for the Chinese local sports brand. Since the late start of China's local brands, they were still in a variety of imitation and rough manufacturing stages, and they could not compete with the international brands in terms of product quality and fashion. Therefore, for the international brand, entering the three or four tier cities like entering the 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.

    Products cater to local needs

    Ma Kong, an independent market watchdog, told reporters that

    channel

    Fine farming and abundant product mix are also the powerful drivers of Adidas's achievements in China.

    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.

    Today, the enthusiasm of Chinese consumers has changed from the past.

    Sports products

    Turn to fashion and leisure.

    Therefore, Adidas caters to the market demand and develops sports fashion series.

    At the same time, Adidas also excavated talents from the fast fashion industry to make up for its original shortcomings.

    At the same time, Adidas has not abandoned the image of its own sports brand, which makes it competitive in today's 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.

    Ma Gang told our reporter that Adidas has done better than other peers to effectively seize the opportunity of entertainment marketing and fashion life products.

    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.

    Take Adidas ORIGINALS as an example, including Chen Yao, Fan Bingbing, Li Bingbing, Eason Chan, Jolin, JJ Lin and many other entertainment stars who are working with Adidas to appear in Adidas's commercials.

    The appeal of idolized spokesmen to young consumers is hard to resist.

    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 our reporter that Adidas's entertainment marketing in China and its experience in Sony Corp's service were "purely coincidental". He said Adidas had worked for 10 years, while SONY had much shorter time.


    • Related reading

    Adidas Sponsors Will Turn From The National Team To The Children.

    Shoe Express
    |
    2015/3/11 20:45:00
    25

    卡帝樂鱷魚的百年奮斗

    Shoe Express
    |
    2015/3/11 16:08:00
    37

    石門鞋企緊鑼密鼓力爭電商“開門紅”

    Shoe Express
    |
    2015/3/10 21:19:00
    23

    達芙妮業績欠佳 全年利潤跌幅3.4%

    Shoe Express
    |
    2015/3/9 16:07:00
    20

    You Don't Know The Secret Of The High Yield Of Japanese Retail Store ABC Mart.

    Shoe Express
    |
    2015/3/9 15:55:00
    67
    Read the next article

    What Are You Going To Do When The US Fingers Are Broken?

    What is the most popular financial market nowadays? There is no doubt that the US dollar. After a brief rest on Monday, under the European Central Bank's debt purchase plan and the expected increase in the US Federal Reserve (FED) annual interest rate, the US dollar rose to nearly 12 year high of 98.82 against other developed countries' currencies, leaving only the last leg of the breakthrough.

    主站蜘蛛池模板: 日本人六九视频jⅰzzz| 黑料不打烊tttzzz网址入口| 波多野结衣中文字幕一区二区三区 | 中文字幕第315页| 男操女视频免费| 国产精品久久毛片| 中文字幕日韩精品无码内射 | 国产香蕉97碰碰久久人人| 久久天天躁狠狠躁夜夜躁2014| 真实的国产乱xxxx| 国产欧美日韩一区二区三区在线 | 国产99精华液| 一本岛v免费不卡一二三区| 男人天堂网在线视频| 国产手机在线αⅴ片无码观看| 三级理论在线播放大全| 欧美三级欧美一级| 冬日恋歌国语版20集中文版| 亚洲第一永久色| 女性成人毛片a级| 久久综合九色综合欧美狠狠| 男人扒开女人下面狂躁动漫版| 国产成人99久久亚洲综合精品| www.99在线| 日本精品一卡2卡3卡四卡| 亚洲精品无码久久久久秋霞| 色综合天天综合网国产成人| 国产精品美女一区二区视频| 中国猛少妇色XXXXX| 欧洲美熟女乱又伦免费视频| 免费在线观看一区| 青青青青久在线观看视频| 性做久久久久久免费观看| 亚洲s色大片在线观看| 男人边吃奶边爱边做视频国产| 国产午夜精品福利| 91一区二区三区| 小蝌蚪视频网站| 久久国产精品61947| 欧美日韩性猛交xxxxx免费看| 午夜福利一区二区三区在线观看|