Adidas Reversing New Strategy Of Steering Wheel Layout

In March 5, 2015, Adidas released its 2014 earnings report. According to the exchange rate unchanged, sales in the Greater China region increased by 10% in 2014.

As far as the current situation is concerned, this is a pretty good result.

Adidas is no exception. Like other foreign companies, it is pferring manufacturing to Southeast Asia. We will see more and more production in Southeast Asia from Southeast Asia instead of "Made in China" products.

At the same time, there will be more and more Adidas experience stores and subdivision stores in the Chinese market - manufacturing is shifting, and marketing is starting to exert itself in depth.

Gao Jiali, managing director of Adidas group Greater China, said: "two digit growth indicates our leadership in this market." Colin Currie

We have strengthened the status and retail business of various categories, and won market share from competition.

Based on the steady performance in 2014, we are moving along the path of "2015 way ahead" strategy.

The steady growth of Greater China may give the group headquarters a reassurance of unknown efficacy. Instead of the Greater China region, the group's performance in 2014 can be described as "turbulent". "For Adidas group, 2014 is a year of ups and downs.

However, we resolutely meet challenges and achieve adjusted sales and profit targets.

Herbert, chief executive of Adidas group, said Herbert Hainer.

The German Bavaria people are in Adidas group.

The position has been sitting for 14 years, leading Adidas to achieve rapid growth.

As a German brand, Adidas has always been able to describe its marketing as "conservative". The key to sports marketing is not only a reliable scouting system, sports stars and sports resources, but also a more powerful marketing and promotion capability -- you have 1 yuan to sponsor the event, which may cost 10 yuan for more people to know that you sponsor it.

The paradox is here: even people in the industry often think that NBA is sponsored by Nike rather than Adidas.

In fact, Adidas has been associated with NBA for 11 years and is a partner of NBA's official Jersey. But the problem is that unlike CBA, NBA's official equipment does not restrict its shoes. The stars can choose their own brand shoes, while the star resources are just occupied by Nike. As an official equipment, Adidas's LOGO can not ascend the Jersey in an official fashion, but Nike's ticks appear repeatedly on the court.

Perhaps this is one reason why Adidas has abandoned cooperation with NBA this year, although the official saying is that prices have not been discussed.

Adidas not only gave up NBA's resources this year, but also gave up the Chinese national football team. Nike followed the signing of the national football team. As a result, it was well known that the national football team was the first to leave the Asian Cup group. This is not the case with Adidas. I believe the result is beyond the expectations of Nike and the national football team.

On the whole, Adidas is changing its marketing strategy globally, abandoning some expensive sports and team resources, turning to more cost-effective star resources, cultivating terminal consumer market and more "people friendly" marketing mode.

"We need to shift our strategy and investment to the basic project level."

Gao Jiali said.

For example, in the Chinese market, Adidas began to turn its attention to young people, develop and train young soccer talents, and organize youth soccer competitions.

Since 2009,

Sponsored by 2 million 700 thousand students in 123 cities, "China Campus football" has trained more than 7500 teachers and coaches, and has supported 40 amateur football teams, and plans to train more than 500 professional football coaches every year.

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The east wind also arrived unexpectedly. China's Ministry of Education decided at the beginning of this year that by 2017, there would be about 20 thousand school football characteristics schools in the whole country, and about 30 pilot counties (districts) of campus football.

"At the same time, the government also put forward some policies to make sports become a more important link in children's education and school life, so that ordinary consumers can get better lifestyles through sports. This makes us confident about the future of sports products and Adidas's future."

Gao Jiali said.

In the past twenty years, the so-called golden age has gone forever. China's labor costs have risen year by year. A number of local enterprises have stabilized the low line market with the advantage of manufacturing industry, and are invading the middle and the upper reaches.

In order to maintain profits, foreign enterprises began to shift manufacturing to lower cost areas.