Left Hook Reebok, Right Hook Beyonce

Adidas, a German sporting goods company, announced that it is developing the Chinese market and plans to open 1000 new stores and expand its online business in China this year.

The bottom map of the thousand shop plan

At present, China and North America account for two of the market share of the global sporting goods market.

The value of China's casual wear market is expected to soar to $46 billion 360 million by 2023, according to data from Mintel, a market research firm.

Adidas also believes that the future potential of the Chinese market is promising and there are great opportunities for the market.

At present, the growth rate of Adidas's Chinese market is nearly three times the global average growth rate. The total paction volume in the Chinese market increased by 23% over the previous fiscal year, while the global growth rate was only 8% during the same period.

Although the growth rate of Adidas in the Greater China region in 2018 was 23%, the growth rate slowed down in the four quarter and it was not as competitive as that of Nike. Therefore, it tends to expand the market and slow down its development.

Reebok releases "China signal"

Adidas announced in early 2017 that Reebok plans to open 500 brand image stores in the Chinese market by 2020, but it is only slightly slower now.

In March 27th, Reebok held a new product conference.

2019 the opening ceremony of Shanghai fashion week in autumn and winter is also the first time for Reebok to launch a new product for the global market in Shanghai, China.

And in 2018, Reebok set up a product creative center in Shanghai and signed many Chinese designers.

The creative center is mainly responsible for product design and marketing layout in the Chinese market. Some products are only listed in China or Asia.

Most of the products displayed in the fashion week in Shanghai come from the design of the creative center, hoping to show its sports and fashion categories to the Chinese market.

In Adidas's latest earnings report, Reebok's global sales fell 3%.

It is noteworthy that in the Asia Pacific market, Reebok's sales grew by 3%.

The growth of the Asia Pacific market gives Adidas the chance to see, and it also gives Reebok more confidence.

Skech grew by 36% in China

Small and beautiful sports brand life is good, such as Skech, Andrew, Lululemon, this brings a lot of competitive pressure to Adidas.

Skech's latest performance report shows that its global sales volume reached 4 billion 600 million US dollars, an increase of 11.5% over the same period last year, a new record high.

Skech's performance in the Chinese market was outstanding, with sales reaching 14 billion 100 million yuan, an increase of 36% over the same period, and a total of about 19000000 pairs of shoes were sold.

By the end of last year, the number of their own retail outlets and third party shops in the world was 2998, of which 2600 shops were mainly concentrated in Greater China.

Five plans for 1500 years

Andemar, who was listed in 2005.

The growth in the past ten years is very significant. As of December 2018, the market value of UnderArmour was about $8 billion 540 million, and the income in 2018 was $5 billion 190 million in the 12 months.

It is worth noting that the US sports brand plan set up a regional headquarters in Hongkong in 2019.

The main focus of UnderArmour's move is on the Chinese market. It is unclear whether this regional headquarters is covered by China or the entire Asia Pacific region.

At the same time, Under Armour plans to open 1500 new stores in the next five years, of which 73% will be opened in Asia, and the Chinese market will be the main target.

Lululemon's underwater swimming

The fourth quarter Lululemon realized revenue of $1 billion 160 million, up 25.7% from the previous year's US $920 million, gross profit margin increased to 57.3%, net profit rose 82.4% to 218 million 500 thousand US dollars, chief operating officer StuartHaselden revealed at the analysts conference call that China's online sales were particularly vigorous, increasing by more than 140% last year, and more than 150% a year.

The total revenue in fiscal year 2018 totaled US $3 billion 288 million 300 thousand, an annual increase of 24.1%.

Revenue and comparable sales increased by 25% and 17% respectively, with 8% and 46% growth in the same store and directly in the face of consumer income.

Net profit amounted to US $483 million 800 thousand, an increase of 87% over the same period last year.

In December last year, member programs were launched in pilot cities in Canada and the United States.

Members can get a jacket or bottoms after paying the annual fee of US $128/148, enjoy the privilege of free online shopping and enjoy the participation of Lululemon courses or activities all year round.

Calvin McDonald pointed out that the membership plan is "beyond expectations" and will expand to the US and Canada nationwide this year, or even exclude the increase in pricing.

Heavy contract signing Beyonce

During the holidays, Adidas announced a blockbuster news. After Khan, another popular emperor became a creative partner of ADI - Beyonce.

Adidas will work with Beyonce's personal fashion brand IVYPARK to launch a series of costumes and sneakers for women.

In addition to co developing new products, there is a unique goal driven plan to focus on the next generation of athletes, creators and leaders.

At present, ADI's already has Kanye West, Pusha-T, Pharrell Williams and other pop stars, in 2018, Yeezy's market valuation reached 1 billion 500 million US dollars.

The Beyonce superstar is sure to cause a lot of excitement, knowing that Beyonce's social media account accounts for up to 120 million fans.

In China, Adidas has more than 2300 sales outlets, and the future goal is to double the number of sales outlets.

Online sales are the fastest growing channel in China (the growth rate in 2018 was more than 50%, while the global growth rate was 36%).

Reebok officially launched the loyalty program, which will encourage consumers to interact with brands through a consumer oriented incentive plan developed by Reebok and its partners.

When consumers register online, they can participate in their activities and get points in buying brand products or commenting products, or interacting with Adidas in social media.

In return, consumers who take part in the activity will have the opportunity to give priority to product experience, as well as some VIP activities, training programs and preferential prices for products.

In addition, Reebok's plan also combines 25 cooperative brands to carry out cross industry alliances, covering retail, food, beauty and other brands.