Adidas Could Lay Out a Lofty Stance

According to Adidas' leading to 2015 strategy which was published by the end of 2010, there will be five engine drives in this strategy. More than 2500 stores will be opened in small and medium-sized cities until 2015 and reasonable priced products will be offered for market segment to meet the different consumption patterns of different cities. Adidas shop covered cities will be added from the present 550 to over 1400. According to the analysis of demographic data and marketing intelligence, Adidas divided the second and third tier markets of China into competition saturated market and opportunity existing market.
But 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 palace.
The task of channel reconstruction is still proceeding. 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 conveniently to do a series of work. 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' operating.
Evidently it is pretty significant for Adidas to know what is the superiority of itself and when a lofty stance could be laid out to embody the brand's appreciation. In fact, the year of 2009 doesn't have much significance in the sporting word, without large sports games. For the sake of clearing inventory, allowing some dealers to set up discount stores is only an expedient way. 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. In sports goods circle, that the products whether to go through the path of "single product line" or "multi products line" is always controversial. But in terms of Adidas' senior staff, not only the boundary of consumers' sports goods consumption is being vague, but the boundary between sports and fashion is also being vague. Yesterday's concentration on differentiated marketing and experiences gathering could be today's constraint towards further development.