• <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 >

    ADI: The Road To China Has Not Yet Begun.

    2015/3/19 11:05:00 34

    AdidasRetailBrandExclusive Store

    Five years of growth in a row

    Adidas

    Now we are in the sprint stage of "the road to 2015".

    Gao Jiali, managing director of Greater China in Adidas group, said in an interview with reporters that four years ago, he promised to invest in brand strategy, retail reconstruction and store expansion plan.

    However, this does not mean that Adidas will start a smooth road in China. Adidas, who has successfully turned over from the low tide, hopes to revive its influence in the sports field.

    Expanding future cities

    Unlike other stores that reduce inventory, Adidas has maintained a low speed in this industry downturn.

    "Since we launched the strategy of" 2015 road ", Adidas has added 2000 stores in China, most of which are located in the lower tier cities.

    The expansion of cities such as three or four tier cities and even lower tier cities is a way for all sports brands to resist slow growth, but Gao Jiali prefers to call these cities "future cities".

    "If we call small and medium-sized cities or non tier cities, there are some negative meanings, so we call them the future cities."

    According to its disclosure, Adidas's new stores in 2014 accounted for 50% of the shops in the future cities.

    Compared with previous stores in a second tier city, opening stores in the future cities needs to be more cautious. This is also one aspect of the 15 modules of the "2015 way" strategy.

    retail

    Expansion module.

    Gao Jiali said that before opening a store anywhere, we would make a very rigorous investigation before opening a franchise store, and then we would make an assessment of how much sales per square metre could reach.

    For Adidas, most of the layout of future cities is realized through distributors, so there are 3 growth modules for distributors in 3 modules.

    Gao Jiali said, "now we can get the sales data from 80% of the stores, including the sex of consumers and the products and prices they choose.

    About 5%-20% orders for large dealers are purchased and packed to the warehouse.

    Retail store differentiation

    Among the 2000 new shops in the "2015 way" plan, there are some specialized shops that are different from traditional shops.

    These are tailor-made consumer experiences for Chinese consumers, including the world's most advanced Adidas.

    brand

    Center, women's exclusive stores and footwear franchise stores.

    "By the end of 2014, we had covered more than 1000 cities in 2279 cities in China.

    In the Chinese market, we now have more than 8000 stores, and there are many forms of shops.

    Gao Jiali believes that over the past three or four years, Chinese consumers have more self and subdivided choice needs, increasing the differentiation mode of stores, enabling different store models to adapt to the tastes and preferences of different consumers.

    For example, women

    Franchise store

    Aiming at the high-end female consumers, 50% of the products in the store are high-end brands like Stella McCartney by Adidas and Stellas sport, which are specifically aimed at women who advocate healthy life for regular fitness.

    At the same time, subdivision stores also expand in different cities according to their respective product positioning.

    The series of sports performance is from the first line to the five line and the six line cities. The classic series of Original sports is opened in the second and three tier cities.

    Women's stores are mainly open in the second tier cities with high consumption.

    Gao Jiali revealed that from the second half of 2014 to the first half of 2015, the two forms of Homecourt and Neighbourhood will spread in China.

    In addition, we hope to build the flagship store in the 15-16 largest cities in China.

    Revitalization of professional sports status

    In terms of quantity, there are only more than 80 stores, accounting for 1% of the total.

    Gao Jiali's request for subdivision shops is, "without such a breakdown, customers will run to other brands to consume, and the existence of these stores will keep them here.

    Therefore, the contribution of the subdivision to our profits is gradual.

    This also means that subdivision shops only let consumers continue to generate interest in Adidas shops.

    Last year, Adidas Greater China achieved a 10% growth rate, a fourth quarter growth of 11%, which is Adidas's fifth consecutive year of growth.

    Gao Jiali said, "in fact, we are taking advantage of the two brands of Original and NEO to seize the opportunity for Chinese consumers to grow and mature."

    Many people in the industry believe that the growth of Adidas's performance stems from its entertainment and leisure oriented rather than its essence as a professional sporting goods.

    Now, it is about to reach the end of "2015", and Adidas, who has successfully turned over from the low tide, hopes to revive its influence in the sports field.

    "In 2015, we will launch a new global project - sports promotion project. Through this project, we hope to continue to build astas as a sports brand. Original and NEO's female products and outdoor sports products are fast growing categories, but they are 70%-80% or sports products of our core business, including football, basketball, running and so on."

    However, it depends on whether consumers buy it. Gao said that the challenge in the Chinese market is that the change of consumers is too fast and China has a vast territory. So the difference between consumers is very large. There is no way to solve the consumption needs of different cities by the same way. Especially when the global shopping is becoming more and more popular, how to ensure that consumers are still satisfied with products and services is a challenge for Adidas in the next five years.

    • Related reading

    Report Bird Performance Reversal Trend Clear

    Enterprise information
    |
    2015/3/18 21:35:00
    22

    解讀阿迪達斯業績增長的秘訣

    Enterprise information
    |
    2015/3/17 15:39:00
    30

    H&M Double Digit Growth For 5 Consecutive Months

    Enterprise information
    |
    2015/3/17 11:20:00
    24

    Earnings Analysis: PEAK Is "Red Across The Board".

    Enterprise information
    |
    2015/3/15 20:55:00
    31

    Adidas Now Proposes New Sister Slogan.

    Enterprise information
    |
    2015/3/15 20:33:00
    105
    Read the next article

    The Most Beautiful And Long Sleeved Dress Made Of Printed Elements.

    Print shows Chinese classical style, combined with western style simple design and tailoring, temperament and posture are perfect foil. The long sleeved printed dress is a must for spring. Next, let's take a look at the detailed information with the world's clothing and shoe net.

    主站蜘蛛池模板: 性做久久久久久蜜桃花| 色综合天天色综合| 欧美黄三级在线观看| 天天av天天翘天天综合网| 免费看黄a级毛片| 一个人免费观看视频在线中文| 美女和男生一起差差差| 精品在线免费视频| 成人午夜电影在线| 午夜体验试看120秒| 国产日产久久高清欧美一区| 亚洲av永久无码嘿嘿嘿| 欧美三级香港三级日本三级| 最新国产精品精品视频| 国产成人亚洲精品大帝| 久久国产加勒比精品无码| 蜜臀精品无码av在线播放| 日本高清不卡在线| 国产一区二区四区在线观看| 中文字幕乱倫视频| 秦先生第15部大战宝在线观看| 奶交性视频欧美| 亚洲精品熟女国产| 6080午夜一级毛片免费看 | 久久免费视频一区| 荡公乱妇hd在线| 成人av在线一区二区三区| 免费观看国产小粉嫩喷水| 99精品国产在热久久无码| 欧美精品xxxxbbbb| 国产欧美日韩精品a在线观看| 久久精品国产一区二区三区肥胖| 青青国产成人久久91网| 愉拍自拍视频在线播放| 人妻无码久久久久久久久久久| 97精品国产97久久久久久免费| 欧美变态口味重另类在线视频| 国产成人久久精品一区二区三区| 中文综合在线观| 疯狂奶水freeseⅹ| 国产精品亚洲小说专区|