Reebok Repositioning India As The Most Important Battleground

Photo source: CFP

After the pformation of fitness brand,

Reebok (Reebok) decided to do something in women and emerging markets.

A few days ago, Reebok said it plans to open 15 gyms in India by the end of 2016. Besides selling Reebok products, as well as other gyms, the 15 stores also offer teaching such as yoga, aerobics and other sports.

At present, such gyms only have one in Mumbai.

This is also closely related to the biggest global brand promotion plan launched by Reebok in the past ten years. In this brand promotion called "Be More Human", Reebok tries to convey a concept to consumers.

That is, fitness can make you a better person.

"We have completely divorced from the strategy of sporting goods such as cricket bars, and we are now relying on the concept of fitness."

Somdeb Basu, Reebok's India brand director, said.

In 2006, Adidas bought Reebok, the second largest sport brand in the United States at the price of 3 billion 800 million US dollars (23 billion 800 million yuan), to further enter the US market. But in the fourth quarter of 2012, Reebok's sales continued to decline 12% to 428 million euros (about 2 billion 825 million RMB) due to the termination of 10 years' sponsorship contract with NFL.

Analysts believe that this makes Adidas passive.

Since then, in 2013, sharp

At the bottom, it is no longer a sport brand, but also a fitness field.

In March 2014, Reebok launched a brand new logo, Reebok Delta, which interprets the new positioning of Reebok's fitness brand, covering training, running, outdoor sports, yoga, dance and aerobics.

After the pformation of fitness brand, Reebok focused its attention on emerging markets including China and India.

Especially in India, because of the bodybuilding of Hollywood and Bollywood, the gym has sprung up in India.

Reebok observed this trend and regarded India as an important battlefield after its repositioning.

The culture of fitness and sports has sprung up in India.

The India market is of great significance to the expansion of our brand.

For Adidas, fast-growing markets include China, Brazil and India.

Eric haskell, executive director of Adidas India said.

At present, Reebok has about 300 stores in India, of which 130 are Reebok sports concept stores. In addition to providing fitness and training products, Reebok also provides information on sports guidance and community fitness activities for consumers.

Basu, Reebok brand director of India, said Reebok is planning to pform all existing stores into sports concept stores.

At the same time, with rival Nike entering the women's market, Adidas announced in October last year that it opened the first women's sports product store in Beijing. Two months later, it continued to announce the opening of two women's stores in Chengdu.

At the Reebok homepage of the Reebok gym in Mumbai, Reebok released a large number of female consumers gathered here to practice yoga photos.

"These are displayed in the store showing women's products to help the company.

The revenue increased from 15% to 30% over the past two years, while in some Reebok concept stores, female consumers contributed 45% of sales.

Basu said.