Adidas'S "2015 Way" Plan Accelerates In Hua Kuozhang

< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > Adidas < /a > opened a new store in Nanan, Quanzhou, Fujian.

Nanan is a coastal county-level city, with a population of 1 million 500 thousand in the surrounding area. It is generally defined as a four or five line city in China's large market.

Xiamen Yu Tai is the largest distributor of Adidas in Fujian. When the company opened the first Adidas store in 2011, Nanan had only one shopping center. The first year's profit was 120 thousand yuan.

Now, with the construction of another popular shopping center, Youtai has also selected a good location for the street to open a new 120 square meter store.

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< p > since Adidas plans to rally in China two years ago, shops like this are becoming more and more.

The company has set up a plan called "road to 2015", aiming to extend Adidas to more than 1400 low tier cities in China and maintain two digit sales growth every year.

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Last time, P was probably the most successful sports brand in China by virtue of the opportunity of Beijing Olympic Games.

Unfortunately, this is not the case.

Due to the erroneous estimation of the value that the Olympic Games can bring to it, Adidas has seen an extremely serious inventory problem, and the subsequent economic crisis has made it unprepared, and the consumer's purchase has become conservative at once.

Dealers are beginning to sell Adidas products at any price, and German companies have no way to do so.

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Adidas P spent two years to solve the inventory problem.

Ye Xiangyang, general manager of Xiamen Yu Tai, said that his situation was not the worst. Adidas gave some discount and gift policies and slowly helped him get back to business.

For those dealers who are more deeply involved in the crisis, Adidas finally bought the products in their warehouses directly.

"We decided to start again, provide new stocks to the market, and consumers always like new products."

Gao Jiali, managing director of Adidas Greater China (Colin Currie) said.

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Less than P for two years, Adidas has lost the leading edge in the Chinese market, and the hope of catching up with Nike also vanished.

In 2009, sales in Adidas Greater China dropped by 16% and closed more than 200 stores. At this time, Lining exceeded Adidas for the first time.

At that time, the Chinese sports brand has not yet realized that they will soon be bogged down with Adidas.

PEAK and 31st degree went public in 2009, and Anta, like Lining, who entered the competition with pnational giants, grew by 27% in that year.

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< p > by the end of 2011, the situation has changed, sports brands have slowed down to varying degrees; and in 2012, the signs of recession are even more serious. There are persistent bad news about closing stores and high inventories. The most notable concern is the drastic changes of Li Ning Co.

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< p > now, it seems that only the gap between the two years has made Adidas's development in China full of dramatic significance.

Starting in 2011, Adidas began to recover significantly. In 2012, sales continued to grow by 15%, and 800 new stores were opened, which is much more than the estimated 500 a year.

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At the same time, Nike, its biggest competitor, has suffered a two consecutive quarterly decline in sales, P.

According to market research firm Ou Rui consulting, Adidas has a market share of 11.2% in 2012 and 12.1% in Nike, which is close to the smallest gap between 2008.

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Less than P, Adidas expanded its 2/3 to three or four cities below more than 800 stores in last year's expansion.

Ye Xiangyang's business has also changed dramatically over the past two years, and 50% of the more than 100 stores he currently operates are located in four or five tier cities like Nanan.

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< p > this is the embodiment of Adidas's footprint plan.

Around 2008, whether they are Nike or Adidas, their focus is still in the forefront of China, and their vision is just beginning to reach the best tier cities in the retail environment. But now Adidas must measure a series of data to decide its own expansion destination.

First, the data of population, disposable income and macroeconomic development, and then the industry information obtained from retailers, restaurant chains, real estate developers and banks. Then, the market share, competitors and market saturation of Adidas are analyzed, and all cities are ranked based on this.

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< p > Adidas is now on the fast track once again, but behind the ambitious plan, the question is: will the stock crisis happen second times - and the market environment is so bad.

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< p > although Gao Jia Li is not very willing to use the word "control" to explain the relationship with distributors at present, Adidas is obviously making some changes.

He said: "we hope that we can provide them with more support and make them perform better."

The company has made some new rules, for example, sales promotion must be approved by the headquarters, for example, the goods displayed in the window must be bought in the shop, rather than just doing some display of global limits or shortages.

Adidas calls this change from wholesaler to retailer.

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After P, Ye Xiangyang learned about the impact of this change on his business. He said Adidas could make their shop as best as possible, providing help in marketing, visual merchandising, shop promotion, product planning and shop shopping experience. "In the past, they only care about how many products they sell to dealers."

Adidas also checked his logistics and found the room for improvement.

The warehouse is divided into three modules according to its functions: receipt, delivery and shipment. A warehouse is opened outside the warehouse. Next, Adidas will arrange the delivery order according to the size of the store business.

For example, the SM City Square shop in Xiamen, like Ye Xiangyang's company, was placed in the first priority group for receiving goods.

This approach eventually reduced Ye Xiangyang's cargo pportation time by two days.

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< p > sports brand has relied on relatively fixed ways for many years to achieve success. Dealers are expanding continuously. The four seasons will be held every year, and some surplus stock will be discounted at the end of the season to open up new space for the next season. On the other hand, the brand is responsible for creating exciting advertising films, signing big stars and sponsoring important competitions.

But this industry is quietly changing unexpectedly.

The sad news is that Nike recently closed its largest flagship store in Beijing, Wangfujing, which was Nike's first direct store in China.

This location in the amp shopping center of Wangfujing will soon be replaced by H&M. According to an official explanation, the sports brand is no longer suitable for the location of AMP shopping center. Over the years, Nike sold less than a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > there has not been much change. The young fast fashion brand is now more popular.

Earlier, Nike also closed down its flagship store in Nanjing Road, Shanghai and Tongzhou, Beijing.

An unconfirmed statement from dealers is that Nike currently has no more than 10 outlets in China.

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< p > but Adidas did not seem to lose confidence in the market.

At present, it has 5 brand centers in the world, of which two are located in Sanlitun, Beijing and Huaihailu Road, Shanghai.

Now, Adidas is pushing this way to the second tier cities.

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< p > March 28th, a city flagship store opened in downtown Yanan Road near West Lake, Hangzhou, which has an area of more than 1000 square meters.

The city flagship store is actually a condensed version of the brand center, and has opened nine cities in China, such as Hangzhou, Shenyang, Chengdu and Wuhan.

"The city flagship store is at the core, and there are many distribution shops scattered around it. We want to occupy a city in this way."

Gao Jiali said.

According to the data provided by Adidas, at present, a total of 7000 stores in the company, 10% of the proportion of Direct stores, these shops also play a role in the demonstration of the surrounding dealers.

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< p > but it is not so easy to occupy a city. Back to a few years ago, Nike and Adidas will be the first choice for shopping centers, but now fashion has prevailed.

The sales performance of fast fashion brands and the appeal for popularity are much better than that of sports brands.

Therefore, if the shopping center has the opportunity to adjust, it will more actively strive for the entry of fast fashion brands, and adjust the sports brand when the area is limited.

RET Rui Yi De executive director Nie Qibing said.

In his view, sports brand opportunities in the two or three tier cities should be sustained.

"Two or three line cities, there are not many brand choices. In recent years, the newly built shopping centers usually have 100 thousand square meters to 200 thousand square meters.

Therefore, local owners do not have to face the problem of "two choices". Sports brands and fast fashion brands and even a second tier brand and luxury brands coexist in a shopping center.

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< p > Adidas is now opening 2 to 3 stores a day. It has also dug up some people from H&M and Zara, judging the update rate of products from daily sales data, hoping to become faster as fast fashion.

On the other hand, although Adidas has long been a professional sports brand advocating technology, for example, 75% of its sales in China come from its sports performance series, but the fastest growing is the more casual and stylish sports fashion and Clover series, which makes Gao Jiali see that sports can bring Adidas growth driving force.

So you can see that the colorful skinny jeans and checked shirts will also be placed in the prominent position of Adidas store.

"Those young people who like playing basketball also go to bars, play with friends and go to coffee shops for coffee, so they will need some more casual" a target= "_blank href=" //www.sjfzxm.com/ ".

Gao Jiali said.

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From P to 2011, Adidas changed its popular slogan "Impossible is nothing" to "Adidas is all in (full tilt)".

Among them, the fashion series chose the most popular idol endorsement, overseas Justin Bieber and Katy Perry, in China, including Angelababy, Eddie Peng, Hebe and Fan Bingbing.

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< p > with the opening of more and more shops located in low level cities, Adidas's NEO brand, the main sport fashion and cheaper price, has become the fastest growing sub brand in China.

Last September, Adidas released the world's first TV advertisement for NEO to create your new product, announces the largest marketing campaign of NEO brand since its establishment in 2007.

The main characters of the ads are Angelababy and Eddie Peng.

In this round of marketing, the digital part is added. Consumers can get preferential treatment when they download App.

In April this year, NEO's new round of marketing began again.

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< p > "we do such a large-scale marketing for NEO. The purpose is to let consumers know more clearly about the brand. In the past, many people mentioned Adidas, and it is not clear at all what the difference is between brands."

Gao Jiali said.

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Like P, Nike and Lining, women's market is now a subdivision of sports brands.

Adidas has recently launched the annual marketing campaign with "sister name, all in all". This is the first time Adidas has combined all women's products, including training, running, outdoor, tennis and Adidas by Stella McCartney high-end sports products, to make women's lines a separate subdivision.

In addition, Adidas is considering setting up the first franchise store for female products, or opening a female corner in similar shops in some stores.

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< p > expansion is still the key word, but remember that Adidas should avoid repeating the same mistakes.

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