Five Driving Forces In Adidas'S Core Strategy

In the Chinese market,

One has attained a success and is well-contented.

Over the past 5 years, China's native land

Adidas's Greater China region is growing as its performance bottomed out.

When Adidas's other global markets stopped, the Greater China region grew by two digits.

Adidas has been growing in China, and this is almost a miracle.

This year is the last year of Adidas's global "2015 way" goal. Greater China should be one of the few markets that can achieve its goals.

In 2010, Adidas sold 1 billion euros in Greater China. The latest report shows that in the first nine months of this year, sales in the Greater China region reached 1 billion 852 million euros, and there was another quarter. The realization of 2 billion euros was basically not suspense, which means that it doubled by 5 years ago.

At this point in time, Adidas Greater China announced the new 2020 plan. Although it did not disclose the percentage of annual sales growth and income indicators, it could still be seen that the new five year plan continued to be ambitious.

What is most noteworthy is that ADI has announced its business priorities in the next five years: soccer, running, women, Sports Classics and children's products are the five driving forces of Adidas's core strategy and will further shape them.

Effect.

Football is ADI's expertise. In the Chinese market, it must adhere to this strategy.

Running is becoming a way of life for China's emerging high consumption groups.

Running category is defined as the source of innovation for Adidas, and also an important product line in Greater China.

Whether professional athletes or amateur runners, more and more people are taking part in running, and Adi expects that the market will achieve significant growth.

Adidas has invested heavily in this category. After the expiry of its five year sponsorship contract with the Beijing marathon, it has renewed its next five year contract until 2020, and has since become a sponsor of Shanghai half marathon.

Women's and children's products are also very attractive. In Shanghai and other second tier cities, female consumers show strong purchasing power and strong consumption stickiness.

An inevitable trend of movement is rising among female consumers. Therefore, Adidas will open more women's stores in 2020, expanding from 4 to 20.

After the full liberalization of the second child, children's consumption has been favored by many companies. This hot ADI has not let go. Chinese parents always invest their children regardless of the cost, and from the doll, ADI's abacus is more long-term.

The above five categories are basically the Chinese middle class consumer groups.