Why Did Adidas Firmly Bet On The Hongkong Market?

Despite the fact that many retailers and brands are not doing well, Adidas remains optimistic about the potential and consumption power of the Hongkong market.

Following the ten years of golden growth and a slight decline in 2014, Hongkong, 2015

Ending in a falling sound.

According to the data released by the statistics office of the Hongkong Special Administrative Region government, the value of total retail sales in Hongkong in 2015 decreased by 3.7% compared with the same period last year, down 10 months, or more than the 2003 SARS epidemic.

In the more than 20 categories of retailing, clothing fell by 7.2%.

Despite the fact that many retailers and brands are not doing well, Adidas remains optimistic about the potential and consumption power of the Hongkong market.

In April, Adidas Hongkong brand center was officially opened.

This landmark store is located at the golden street corner of 36 Queen's Road Central, Hongkong. It was originally a Coach (Coach) central store, surrounded by luxury brands and high street casual wear brands. It is the first and the world's sixth brand center in Hongkong, Adidas.

The brand center has three floors, with a retail area of about 6500 square feet, becoming the largest sports brand store in central.

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.

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

Core cities accounted for more than 50% of business.

The establishment of the brand center in Hongkong is not only

Major investment in Hongkong is also part of its strategic vision to become the best sports brand of Greater China in 2020.

Not long ago, Adidas announced the new 5 year plan. In the strategy called "Creating the New 2020 Greater China" in 2020, 23 cities such as Hongkong, Shanghai and Beijing were listed as the core cities. In the future, these cities will reach more than 50% of their total business, and the continued development of subdivision stores in these cities will become one of the strategic priorities.

According to Adidas's 2015 earnings report, the Greater China region overfulfilled its target set 5 years ago with a total of 2 billion 470 million euros (17 billion 733 million yuan). Its revenue grew by 17.7% over the same period last year. Maori run up to 1 billion 411 million euros (10 billion 130 million yuan) in Greater China, a 38% increase over the previous year.

Although the specific data in the Hongkong market have not been released, Meng Shuman, general manager of Hongkong group of Adidas group (Simon Millar), said to "successful marketing": "in the past few years, Adidas Hongkong's business growth has been gratifying, and has not been affected by the economic downturn, and is growing at the same time as the growth of the Greater China region.

If I score according to 1~10, I think it is 9 points, whether brand building or business growth.

Overall, sports performance series accounted for 75% of Adidas's Greater China sales, and played a major role in boosting.

At the same time, NEO and sports classic series, which aim at the trend of fashion and leisure trend, are Adidas's competitive advantages different from other sports brands, and their sales have achieved two digit growth.

_ueditor_page_break_tag_ 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.

The latest store concept has been applied to the brand center of Hongkong.

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 Adidas's concept of "homecourt". Consumers seem to be in the playground. Even the fitting room mimics the decoration style of the locker room.

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

In the store, a brand consultant who has sports knowledge and experience is hired to provide professional advice and consultation for consumers.

The brand center has an all interactive shoe bar. Shoppers can view all kinds of information on two large touch screens and find the shoes they want quickly and easily.

In order to display products with innovative features and technological content, the brand center has launched special edition new products and personalized services such as mi adidas.

In addition, the VIP booking service and VIP fitting rooms were also launched, providing personalized one to one service. A special customer service hotline was set up to answer all consumer questions about Adidas.

According to Meng Shuman, in addition to its brand center, Adidas plans to open two large volume flagship stores in Tongluowan and Tsim Sha Tsui this year, and has 23 self brand stores by the end of this year.

At the same time, he revealed that he will open 5 new distributors' stores, and it is expected that by the end of 2016, the number of distributors in Hongkong will reach 48.

Custom made in Hongkong

The goal of Adidas's brand center is to display the brand and products in an all-round way, so that consumers can have a deeper understanding of brands, categories and product lines, so that they can have a wealth of consumer experience, "provide one-stop sportswear and street clothing shopping experience," Meng Shuman said.

For him, the focus of recent work is to achieve frequent interaction between brands and consumers in their daily lives.

For sports industry, a significant change is that marketing has spread from advertisements in the past to the pmission of brand and product information in an interactive way, so that consumers can truly feel and participate in this experience.

All along, Adidas's

From the standpoint of consumers, we create opportunities to communicate with consumers in the most relevant and interactive way.

According to Meng Shuman, most of the time, the role of brand marketers is "how to help consumers" to help them prepare for sports.

In 2015, Adidas noticed that the sports crowd in Hongkong market was large enough. Football, basketball and running were popular. Therefore, the brands organized offline activities and advertising campaigns around these sports.

By the end of 2016, Adidas will continue to participate in the experience of Hongkong strategy. Meanwhile, it will change, such as increasing investment in retail stores, integrating the idea of sports into retail stores, trying to organize regular activities and sharing professional sports knowledge in stores and stores to help consumers advance in sports.

In addition to offline experience, the brand will launch a new digital virtual experience in May.

"These attempts began in 2015, and this year we will increase the frequency, not only the whole year's big events, but also the regular small interaction that allows brands to communicate more frequently with consumers," Meng Shuman told reporters.

In addition, e-commerce is another way of contacting consumers. For example, when a store is not open, consumers can buy it on the online business platform. When he finds that there is not a certain size or color in the physical store, he can also go to the electronic business platform to purchase.

"The two are complementary.

Consumers want both online shopping and products and services in physical stores. "

In the strategy of "establishing the new", Adidas's important policy is "speed", which will play an increasingly important role in the competition of sports goods industry in the future.

Adidas will take the lead in implementing its global speed project in its own stores, allowing the product to be characterized by rapid design, store entry and listing. Then it will be extended to brand oriented retail stores.

In Meng Shu man's view, this applies equally to the Hongkong market. "In a smaller market, we can do things more quickly and better understand the effect."