Adidas: What Will Be The Main Way To Build The First Brand Center In Hongkong At The End Of The Year?

Sports brand

Yesterday announced that the Hongkong brand center will be officially opened in April 1st. This is the first and sixth brand center in Hongkong, Adidas, and the third largest in China.

This landmark store is located at the golden street corner of Queen's Road Central 36, central, Hongkong.

The core area of the busiest shopping district.

The brand center has three floors, with a retail area of about 6500 square feet (604 square meters). It will become the largest sports brand store in central.

Adidas Hongkong flagship store was originally

(Coach) Central stores are mostly luxury brands and high street casual wear brands.

Meng Shuman, general manager of Hongkong group, Adidas (Simon Millar), said that Adidas had been very satisfied with the location of the store in the second half of last year.

"Many of the people who work in central are strong purchasing power. With these people's attention to sports fitness, they will bring a lot of business opportunities to Adidas.

On the other hand, the central region is also a regional visitor to Hong Kong. Increasing the exposure and display of this brand will help Adidas group's Greater China and other regions. "

Although the area of Hongkong brand center is smaller than that of Adidas brand center in Sanlitun, Beijing and Huaihai Road, Shanghai, the newly opened store successfully applies Adidas's latest store concept in limited space.

Among them, one and two levels are sporting goods area, covering running, training, football, basketball products and Adidas by Stella McCartney sports performance series.

The two floor uses the concept of Adidas called homecourt. Consumers seem to be in the playground, and even the fitting room mimics the decoration style of the locker room.

The third floor is the neighborhood store of Trifolium sports classic series. Adidas will work with local artists in Hongkong to create a sales space for street fashion products.

Hongkong brand center also has interactive digital search technology, such as "shoe search bar" and "Mi adidas" customized design platform, to help consumers find their favorite shoes and customize them.

In addition, Adidas has hired a brand consultant with rich sports knowledge and experience to provide professional advice and consultation to consumers.

Although Hongkong's retail industry has been dragged down by the tourism industry in recent years, many retailers and brands are not doing well. But Adidas still seems to be optimistic about the purchasing power of local consumers.

Gao Jiali, managing director of Adidas group Greater China (Colin Currie), said: "we have always been confident in Hongkong market and optimistic about the market prospect.

As a truly cosmopolitan city, Hongkong citizens are enthusiastic about sports and fashion.

Adidas Hongkong brand center will meet all consumers' needs one stop. "

Adidas currently has six brand centers in the world, located in New York, London, Paris, Shanghai, Beijing and Hongkong, of which more than half of the Greater China region.

In 2015, Adidas recorded nearly 2 billion 500 million euros (18 billion 300 million yuan) net revenue in the Greater China region, excluding the exchange rate factor by 17.7%. It is the fastest growing regional market in the world.

The sports brand from Germany hopes to become the first sports brand in Greater China in 2020.

Hongkong is one of the 23 core cities of Adidas in Greater China.

Meng Shuman revealed that in addition to the brand center to be opened soon, Adidas plans to open two large volume flagship stores in Tongluowan and Tsim Sha Tsui this year, and sell key products including limited edition products.

At the same time, he revealed that by the end of 2016, the number of franchisees in Hongkong will be expanded to more than 48.