Adidas Does Three Things In Five Years.

Adidas Greater China has annual sales of 1 billion 811 million euros, an increase of 9.4% compared with 1 billion 655 million euros in the previous fiscal year.

Adidas is the only company to achieve sustained growth in major multinational companies and local Chinese companies.

Zhang Qing, the founder of the key sports marketing organization, told reporters that Adidas's "dark horse" performance in recent years was "loss before, enjoyment in the future".

In 2008 Beijing Olympic Games, as an Olympic sponsor, Adidas implemented a radical development plan and accumulated a large number of stocks.

Zhang Qing said that compared with Nike and local brands, Adidas encountered inventory problems earlier and adjusted more promptly.

In the past five years, Adidas has had a major operation on sales channels.

In 2011, Adidas chose 50 cities in China, inspected the core business circle of each city, such as Huaihailu Road business district in Shanghai, Nanjing Road business circle, Beijing Wangfujing and so on, drew up brand map, analyzed people's flow and types of consumers, and purchased the main brands, and evaluated the purchasing power level of consumers.

Adidas's conclusion is to sink the sales channel.

About half of Adidas's new stores in recent years are in small and medium-sized cities in China. Gao Jia Li uses small cities in the name of "emerging cities" or "future cities". There is no use of "low tier cities" because Adidas dealers feel uncomfortable.

Sullivan, global partner and chief executive of Greater China in Wang Xin, told the first Financial Daily reporter that since 2010, Adidas has begun implementing a plan called "the road to 2015", aiming at stepping into 1400 low level cities in China.

The plan has been launched so far.

2000 new stores have been opened, most of which are concentrated in small and medium-sized cities.

Wang Xin believed that the international sports brand shifted the retail development vision to the three or four line city, on the one hand, because of the market blank, and on the other hand, it was forced by the rise of fast fashion.

Before 2010, the three or four tier cities were entrenched for the Chinese local sports brand. Since the late start of China's local brands, they were still in a variety of imitation and rough manufacturing stages, and they could not compete with the international brands in terms of product quality and fashion. Therefore, for the international brand, entering the three or four tier cities like entering the uninaccessible environment is extremely competitive.

Gao Jiali disclosed the channel layout strategy: Adidas's sports performance products, shop can cross the first line to five or six line cities, but high-end products, such as some running products are only opened in a second tier city.

Sports classic products, stores open in a second or even three line cities.

NEO products, because they are medium priced sports and leisure products, are suitable for opening stores nationwide, and stores are located in the first tier to six line cities throughout the country.

Women's stores are located in high-end retail channels in the first tier and partly developed second tier cities because of their high-end positioning.

Products cater to local needs

Ma Kong, an independent market watchdog, told reporters that

Fine farming and abundant product mix are also the powerful drivers of Adidas's achievements in China.

In Gao Jiali's 2011 plan, the Adidas ORIGINALS and sports leisure Adidas NEO products, which are the main sports fashion, were regarded as the "magic weapon" of Adidas's performance in China.

Today, the enthusiasm of Chinese consumers has changed from the past.

Turn to fashion and leisure.

Therefore, Adidas caters to the market demand and develops sports fashion series.

At the same time, Adidas also excavated talents from the fast fashion industry to make up for its original shortcomings.

At the same time, Adidas has not abandoned the image of its own sports brand, which makes it competitive in today's market.

Wang Xin said Adidas sub brand NEO is the best among them.

As of the end of December 2014, Adidas has more than 8000 retail outlets nationwide, of which more than 330 classic retail outlets have been launched by ORIGINALS, and more than 1700 NEO retail outlets.

Ma Gang told our reporter that Adidas has done better than other peers to effectively seize the opportunity of entertainment marketing and fashion life products.

Gao Jiali worked as a music entertainment industry and served as general manager of SONY BMG Malaysia Company.

And Adidas's entertainment marketing in the past five years has been regarded as rare in other industries.

Take Adidas ORIGINALS as an example, including Chen Yao, Fan Bingbing, Li Bingbing, Eason Chan, Jolin, JJ Lin and many other entertainment stars who are working with Adidas to appear in Adidas's commercials.

The appeal of idolized spokesmen to young consumers is hard to resist.

Benefiting from entertaining marketing, Adidas sports classic products have enjoyed strong growth in China, and sales have almost doubled in the past three years.

However, Gao Jiali told our reporter that Adidas's entertainment marketing in China and its experience in Sony Corp's service were "purely coincidental". He said Adidas had worked for 10 years, while SONY had much shorter time.