Continue To Open Big Shop Strategy, Adidas Southern China'S Largest Flagship Store Opened In Guangzhou

Electricity business performance is growing rapidly, but offline stores are still Adidas's top priority.

As Adidas's leading market in Southern China, the flagship store of Guangzhou Beijing road was officially opened in January 12th. This is another important flagship store in the Chinese market after Shanghai's Nanjing East Road NJE800, Beijing Sanlitun and Shanghai Huaihai Road three brand centers.

This flagship store is located at the junction of Zhongshan five road and Beijing Road, retaining the original architectural style of arcade. Like Adidas's past store design, the new store is integrated with local elements, mainly based on Cantonese style elements such as South Vietnamese new spring elements and lion dance symbols.

Beijing flagship store is the leading Adidas self owned store in Southern China. It has three layers of space, integrating retail shops and sports experience. The store has all kinds of football, basketball, running, training, outdoor, clover, children's clothing and so on.

At present, Adidas has more than 1.1 stores in China. According to the five year plan set up by German brands, it will reach 1.2 stores in 2020, and new stores will gradually sink into small and medium-sized cities. Their goal is to have at least one small brand center in key cities.

In November 2018, Adidas released its three quarter results in fiscal year 2018, showing that global sales grew 8% to 5 billion 873 million euros over the same period last year. The growth rate of the Greater China market is as high as 26%, and the growth rate in the 11 quarter is more than 20%. In addition, the electricity supplier's performance is bright, and online sales growth is 76%.

Despite the huge increase in electricity supplier sales, James Grigsby, senior director of Adidas retail development strategy, said in its opening at Nanjing east road brand center in Shanghai, the company's performance is growing at a high speed, and the leading channel of contribution is still offline. The brand will deploy more large scale stores in China.

Adidas CEO Caspar Rosd also said, "where consumers are, we have to follow wherever they are, whether it's a physical store or Amazon." Under the digital strategy, physical retail is still the focus of Adidas channel expansion.

In addition, at the opening ceremony of flagship store, Adidas mentioned that the theme of brand in 2019 is still "aggregating creators", which is the first marketing campaign that the brand put forward in 2017. Based on this strategy, Adidas strengthens its cooperation with athletes and spanboundary people.

In January 11th, the Adidas creators ceremony just ended in Shanghai. At the event, German brands gathered from all walks of life, different industries and different styles of people, including Adidas spokesmen Angelababy, Ning Zetao and contemporary Chinese sculpture artist Ren Zhe, for the 2019 marketing series.

At the same time, the unveiling of Guangzhou new shop also embodies the brand concept of "buildup creators". Adidas invited Jacky Heung, a spokesman for the Wuqi series of brands, and a group of local Chaozhou people to participate in the activities, and brought the South Korea characteristic lion dance campaign on the spot.

In 2018, Adidas launched a new Asia Pacific market plan to integrate Greater China, Japan, South Korea and Southeast Asia / Pacific into a unified Asia Pacific market. At the same time, Shanghai has become the headquarters of the Asia Pacific market. Gao Jia Li has been promoted as the managing director of the Asia Pacific region and has continued to serve as the managing director of Greater China.

In January 2019, Adidas will enter the new headquarters in Shanghai, marking the further landing of its new Asia Pacific market plan. Author: Luo Yingying