Hongkong'S Continued Downturn In Retail Industry Also Can Not Stop Adidas'S Ambition To Expand.

Hongkong's retail industry is in a slump. Many brands choose to open their stores in the mainland.

But Adidas has recently done something that looks like the opposite: it has opened its sixth brand center in the world in central Hongkong.

The other five are located in New York, London, Paris, Beijing and Shanghai.

In the limited space of every inch of gold, Adidas still tries to keep the store as close as possible to the standard of the brand center.

The difference between the brand center and the ordinary stores is not only the larger stores, the more complete products, the attacking high-end market, but also the innovative interactive areas, which can provide consumers with more interesting experiences.

Compared with the other two brands in the Greater China region (Beijing Sanlitun and Shanghai Huaihai Middle Road), the shop in Hongkong central is much smaller, with an area of about 604 square meters.

But when it opened, it became the largest in central.

Exclusive shop.

It has three levels, one for the more conventional sports area, covering running, training, football, basketball products and Adidas by Stella McCartney sports products.

The two floor uses Adidas's concept of Homecourt, which is decorated into a sports field, and even the fitting room mimics the decoration style of the locker room.

The three floor is the Neighborhood store of Trifolium sports classic series. Next, it will work with local artists in Hongkong to create a sales space for street fashion products.

The store also hired a brand consultant with professional sports knowledge.

Provide services.

In addition, it is equipped with the "shoe bar" interactive desktop for customers to find suitable products, and the "Mi adidas" design platform for personalized customization of customers.

Adidas's store is a closed store for the former US luxury brand Coach. The reason why Coach closes its stores is that the rents are too high.

When the rent was renewed in 2012, the monthly rent was HK $5 million 600 thousand, plus the external wall advertising rent of HK $1 million 600 thousand.

Coach chose to rent out early in August last year.

Thanks to the huge stimulus of Stan Smith, the results of the first 9 months of 2015 showed that Adidas Originals had gained two digit growth for 5 consecutive quarters.

In 2015, the "Sports Classics" and NEO brands, which are located in sports and leisure activities, contributed nearly 25% of Adidas's Greater China's revenue growth, faster than its traditional sports equipment products.

In March of this year, Adidas made another explosion: NMD shoes, and it triggered.

Purchasing tide.

Greater China has become the second most important market for Adidas, with sales of 24.69 billion billion euros (about 17 billion 653 million yuan) in 2015, an increase of 17.7% over the previous year, exceeding the target of revenue.

Hongkong is one of the 23 core cities in Adidas Greater China. Meng Shuman, general manager of Adidas, Hongkong District, said that the central area is a place where tourists visit Hongkong. The purpose of selling money here is not just the Hongkong market. Adidas hopes to increase brand exposure and boost business in Greater China.

However, according to the statistics of Hongkong, the number of mainland visitors to Hong Kong decreased by 11.7% in February, while the number of visitors to Japan increased by 52% compared to the same period last year. More and more people went to buy and buy in Japan and South Korea.

But this time, Adidas has to open more stores in Hongkong.

In addition to the brand center, this year plans to open two large volume flagship stores in Tongluowan, Hongkong and Tsim Sha Tsui, and sell key products including limited edition.

By the end of 2016, the brand self operated stores in Hongkong will increase to 23, and dealers' stores will open 5 new stores, bringing the total number to 48.