Adidas'S Sales In China Climbed To Catch Up With Nike

< p > Adidas (Adidas), the German manufacturer that produces a target= "_blank" href= "//www.sjfzxm.com/" > shoes > /a > and hoodies, said that sales in China in the fourth quarter of last year increased by 12%. In the whole year, 27%. increased by 265 million euros due to Reebok (Reebok) brand, and Adidas lost 272 million euros (353 million US dollars) in the fourth quarter last year. Under this background, China's performance is a bright spot.

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At the same time, the sales volume of American manufacturers Nike in China has declined, and the Chinese sports a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" brand also has problems.

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< p > < strong > Nike "go to stock" < /strong > /p >

The key to Adidas's strategy toward China is to extend the brand beyond the shoes and sportswear. P

At present, Adidas is reorganizing retail stores, so that all stores will focus on specific market segments, such as basketball and other sports wear, as well as teenage clothing and leisure, < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >.

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< p > "there will be no more general stores in the future."

Gao Jiali, managing director of Adidas Greater China (ColinCurrie), said that in the next two years, Adidas will launch subdivision counters in 7000 stores in mainland China to provide professional products to attract backpackers and even fashion designers.

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< p > according to statistics, in China's sports apparel market with a scale of 148 billion yuan (US $23 billion 800 million), Adidas currently has 11.2% share, and Nike accounts for 12.1%.

Nike has been dominant in the Chinese market for a long time, but sales in Nike Greater China fell by 12% in the last quarter of November 30th.

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At the end of 12 last year, Nike executives said that in trying to solve the inventory problem, P intends to expand its existing stores and build high-end products.

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< p > < strong > ADI has been digging people < /strong > /p >

Sports apparel manufacturers in Europe and the United States are the first garment companies to expand in China, but these enterprises are facing competition from European and American casual wear retailers. P

The latter includes the Gap of the United States and the Zara brand of Spain's InditexSA.

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At the same time, the development of Chinese sports culture is very slow, and can not catch up with the rapid expansion of sportswear. P

Sports equipment manufacturers in China are unable to sell higher profits clothing and sports equipment.

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< p > in addition, due to the over subscription of products after the 2008 Beijing Olympic Games, China's local sportswear brand was stagnant in the following years.

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The above P explains why Adidas sells many retail outlets in China, including its NEO brand, red skinny jeans, fashion cloak and button collar plaid shirt.

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"P", "the praise of fashion seems to have made Adidas taste the sweetness in China."

A senior analyst at a consulting firm in Shanghai said that most Chinese do not wear sportswear, and they do not exercise much.

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< p > Adidas has been recruiting talents from retailers such as Swedish fashion company Hennes&MauritzAB and Spain Zara.

Adidas will also "personalize" the stores in the mainland and provide products that are suitable for different climates and customers.

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In order to compete for the same series of new competitors, Adidas is also accelerating the development of its NEO product line (P).

This series of casual wear is aimed at young city Chang Gao Li. Compared with any other brand, Adidas makes its casual sportswear faster.

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< p > < strong > ADI tighten up inventory management > /strong > /p >

In addition to P, Adidas is tightening inventory management.

In the whole Chinese market, Adidas is analyzing the sales data of its franchising partners and supervising the order, so that products can be released within 90 days.

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< p > 10% of the 7000 stores in the Chinese market are owned by Adidas.

In order to persuade franchised stores to accept new changes, Adidas will first make changes in Direct stores.

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< p > the company is piloting the project in Wuhan.

In Wuhan, the five Adidas stores that looked exactly the same five years ago have been pformed into stores for different groups of people, including basketball players and customers who only want to buy a fashionable Hoodie.

A spokesman for the company said that sales of these stores increased by 80% over the same period last year (compared with the same period last year).

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