In The Field Of Sports, The Situation Of Double Male Games Is Getting More And More Adidas'S Counter Trend Growth.

< p > the first quarter of 2013 has just passed. The situation of dual male sports in the sports field is getting more and more sticky.

Adidas group's performance grew by 2%, and the Greater China region increased by 6%, although the growth rate slowed down. However, compared with the gloomy performance of Nike and the overall downturn of the industry, this growth is particularly prominent.

According to data from market institutions, Adidas's market share in 2012 was 11.2% and Nike was 12.1%, which is close to the smallest gap between 2008.

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After being affected by the 2008 Olympic Games, Adidas started implementing the "2015 way" plan, aiming to extend Adidas to more than 1400 low level cities in China and maintain two digit sales growth every year. P

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.

Behind these achievements, Adidas's strategy in channel and marketing provides valuable experience for the gloomy sports industry and the strong outdoor industry.

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< p > to optimize channel management, Adidas has made some new rules, for example, sales promotion must be approved by the headquarters. The goods displayed in the window must be bought in the shop, instead of just displaying some global limited or out of stock products.

In addition, marketing, visual merchandising, shop promotion, product planning and store shopping experience will also help distributors.

Adidas calls this change from wholesaler to retailer.

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< p > in order to solve the problem of inventory, Adidas first adopted a sinking strategy in terms of channels, and implemented its footprint plan to open the store to more than three or four cities.

For these expansion destinations, Adidas must first measure a series of data.

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 > in logistics, Adidas helps dealers to divide the warehouse into three modules: receiving, distributing and shipping according to their functions, and has opened a stock store outside the warehouse. Next, Adidas will arrange the delivery order according to the size of the store business.

This way of processing eventually reduced the freight time of some dealers by two days.

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< p > with the opening of more and more shops located in low level cities, Adidas's flagship, fashionable and cheaper NEO brand has become the fastest growing sub brand in China, which makes Adidas see the driving force of sports fashion.

So in September last year, 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 Angela baby and Eddie Peng.

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

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< p > in addition, aiming at the field of women's segmentation, Adidas recently launched the annual marketing campaign with "sister name and all efforts". 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, taking the women's series as 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 > in the overall downturn of the sports market, Adidas has achieved a trend of growth. However, the development of things will not be static. Especially in the first quarter of this year, the growth rate has slowed down. People can not help asking, how long can this inverse growth last? Can Adidas's experience provide a successful case for the industry to get rid of the predicament? In the face of future development and market changes, only the faster response to the market, seeking out the root cause of the problem and formulating strategies can promote the development of enterprises.

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