Adidas'S Transformation Is Hard To Get Rid Of "National Characteristics"

Adidas explained in its 2014 earnings report that the main reason for the decline in gross profit margin in the year is "the negative impact of exchange rate and the increase in input costs. In addition, the increase in customs clearance in Russia and CIS countries and the decline in profit margins of Taylor Adidas golf products also led to a decline in gross margins.

Compared with the global market, the financial performance of Greater China is outstanding. According to the exchange rate unchanged, the sales volume of the Greater China region increased by 10% in 2014. In the fourth quarter, sales in Greater China increased by 11% thanks to the promotion of Adidas sports performance series and sports fashion series.

In 2010, Gao Jiali began to serve as the managing director of Adidas group Greater China. He told reporters frankly that at that time Adidas ranked only fourth in the Chinese market. "Shortening the distance from Nike is the goal of the whole team." At present, Gao Jia Li has made a statement: "in 2014, we were already close to Nike, and our brand had never been so strong."

Looking back on the four years of this experience, the most important thing is Adidas's restructuring of its sales system. The most important point is that from the past wholesale link to order, we turn to the retail sales rate of distributors and set up a number of capability upgrading modules to improve internal strength, especially to distributors.

Zhang Qing told reporters that in recent years, Adidas's channel sink has been commendable, even spreading to the six line city. However, despite the initial results, new challenges are coming. Therefore, in view of the general plight of China's retail industry, which is currently facing the impact of electricity supplier and department stores and shopping center bags, Adidas will focus on its professional sports service brand and further segment its retail outlets. For example, the brand center of Sanlitun in Beijing and Huaihailu Road in Shanghai is the two direct shops of Adidas, which are characterized by complete category, brand display and experience, but this mode is not suitable for spreading in the whole country.

Franchised stores are another competitive weapon for Adidas. In 2014, Adidas also launched a new store form HomeCourt, which provides a better product experience for sports enthusiasts. There are also women's exclusive stores. Outdoor franchised store And more than 1200 children's wear franchise stores. Abandoning the traditional big and wide category and turning to single category stores, Gao Jiali believes that this can better meet the needs of the Chinese market.

In contrast, the focus of Nike's retail transformation is on the technology experience of the product. With the help of data, consumers can better understand their physical condition, posture and help them find better shoes. In the promotion of category and new store form, Adidas just "did", but made little noise to make consumers more involved, while Nike was high-profile in WeChat's circle of friends to test women's products advertising.

Zhang Qing said the two sports Brand Company have branded their "national characteristics". The Adidas brand from Germany, from the company strategy to the specific level of marketing execution, is characterized by "steady" and has a unique and reserved Germany. By contrast, Nike brand will be innovative, radical and open. American spirit It is most effective.

This also deeply affects the marketing mode of both, such as Adidas's preference for the product itself, whether it is using athletes or acting stars to endorse the brand, they all focus on conveying the feeling of wearing to consumers and establishing the traditional fashion image. By contrast, Nike is more like a sports resource marketing company rather than a sporting goods company. It roots the spirit of sports in every consumer, tells its brand story, and achieves the ultimate goal of light assets. Even the most prosperous part of China's electricity supplier is completely outsourced, rather than at least a part of its business, like most enterprises.

Moreover, in the retail transformation, Adidas's competitors are not only Nike, but also many Chinese sports brands. When the two giants are sinking to the two or three tier cities, China's sports brands have been there for many years. For example, in order to better understand the needs of consumers, in the past two years, PEAK has made a series of optimization from sales channels to terminal services. The sales network has implemented the flat strategy of the channel, increasing the number of distributors and the number of retail outlets directly operated by distributors, so as to reduce the intermediate links and speed up the understanding of market demand changes and product circulation speed.

　　 Gao Jia Li This is also a great pressure on the position of managing director of Adidas Greater China for nearly 5 years. He clearly realized that the biggest challenge facing the Chinese region is that Chinese consumers are becoming more and more mature, and their geographical boundaries are vast and their consumption differences are obvious. "The consumers in the first tier, second tier and three tier cities in China are at different stages, and their consumption maturity and individual preferences will affect their consumption behavior, so they can not use the research results of one size fits all to target the whole Chinese market."

"PEAK hopes that through this series of measures, consumers can not only see products that satisfy their needs while shopping, but also have more choices and get the product with the fastest speed," PEAK said. PEAK sports CEO Xu Zhihua said.