Adidas Greater China Catching Up With Nike To Achieve Profitability
Not long ago, we summed up the three major brands of sports fashion Giants: Nike Nike, Adidas Adidas and Andrew Under Amour began a new competition in 2016. But in the financial season, the Greater China region's performance Adidas far exceeded the giant Nike. Therefore, let's look at what Adidas has done today to make products more and more popular in the Chinese consumer market.
Despite the worries of some people in the industry, the Adidas business strategy is not very optimistic. However, so far, the spancript in the Greater China market has proved the effectiveness of Adidas's business strategy.
At the beginning of the new year, Adidas Immediately announced the change of CEO, the original hankor CEO Kasper Rorsted appointed as the new president of the company, the original performance pressure of the current CEOHerbert Hainer replaced. This not only stimulated Adidas's share price skyrocketing by 5.8%, but also made the industry full of anticipation for Adidas's prospect. The industry thought that the new CEO was rich. Management experience And extraordinary vision can help Adidas get out of trouble.
Up to September 2015, the share of Adidas in the Greater China market increased by 18.4% over the same period, although Adidas is all under Nike under the big data. However, this data has begun to show the strength of Adidas, and far exceeds the sales quota of Nike in the Chinese market. In 2008, Adidas, who blindly expanded and suffered from the inventory disaster, repositioned the market. It tried to exert its strength from the female market. Apart from the big cities such as North Shanghai and Guangzhou, women's sporting goods stores in Chengdu, Shenyang and Chongqing in the second tier cities also became a supplementary system of Adidas's existing stores, and realized the diversification of sports brands.
At the same time, in order to make the brand marketing more close to the Chinese consumer market, Adidas spent a lot of money to invite Fan Bingbing, Deng Chao, Eason Chan and other big coffee to sounded the horn of celebrity marketing for Adidas.
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