Adidas is Famous in Sports Circle
According to Adidas' leading to 2015 strategy which was published by the end of 2010, there will be five engine drives in this strategy. Over 2500 shops will be set up in small and medium-scale cities until 2015. Rational priced goods will be supplied for market segment in order to satisfy different cities' consumption models. Adidas store covered cities will be increased from the current 550 to more than 1400. Chinese second and third tier markets were divided into competition saturated market and opportunity existing market on the basis of the analysis on demographics and marketing opponents' mistakes and mistakes that once made by themselves, are likely to happen again. Adidas must be careful that the same river won't be stepped into again. The complexity and diversity of Chinese market is frustrating enough and any straightforward sweeping market position could be too shallow. An insider reminds that such as what we usually said, the second or third level of marketing concept, any sales person knows that opening a shop in a street of Dong Guan maybe better than opening a shop in Beijing's best work of channel reconstruction is still going on. In April 2011, Adidas set up western head office in Chengdu, which marked that Adidas completed the reconstruction of five large Chinese regions. We hope that future sales and marketing team could be more close to our channel clients and end-consumers. They could be on a business trip advantageously to do a series of task. Their duties, on the one hand, are to do channel clients' services, on the other hand, they will proceed the work of supervision and inspection for channel and retail stores' for Adidas, knowing what is the advantage of itself, and when a high profile could be posed to reflect the brand's premium obviously is very important. Actually the year of 2009 isn't very important in sports circles, not having big competitive sports events. In order to clear stocks, allowing some dealers to open discount stores is just a stopgap. With the holding of 2010 World Cup, Adidas' competitive products, for example the authentic national team jersey, were restored to a high profile at once, and with the traditional expensive prices, were waiting for those fans who would spare no expense to support their favorite football teams.Certainly, its trial shouldn't be overlooked. How to accurately grasp the consumers' increasingly complicated and diversified requirements is the biggest test to every Chinese market player. That the goods whether to undergo the path of "single product line" or "multi products line" in sports products field, is always disputable. In Adidas senior staff's opinion, not only the scope of consumers' sports products consumption is being blurred, but the boundary between sports and vogue is also being blurred. Yesterday's concentration on differentiated marketing and experiences gathering could be today's constraint towards further development.