Adidas Absences Olympic Sales War

Four years of Olympic Games has always been a good time for merchants to dig gold. Sports brand is closely linked to the Olympic theme to seize business opportunities.

But this year, the Olympic brand of business is playing a cool role, and the Olympic series of sports brand is not favored by consumers.

Adidas, which has just announced the closure of China's processing plant, has no Olympic sponsorship as Olympic sponsor.

Commodity sales.

Olympic theme clothing gets cold shoulder

"There are very few customers lately asking about Olympic theme clothes."

Brand salesmen have given such an answer when talking about the word "Olympic Games".

"Cold" is the general reaction of this year's Olympic sports market.

In the sports brand area of the city's shopping malls, we can see that this year's investment in Olympic products is not large.

Take Lining, Anta and PEAK as examples, they have launched corresponding sports products with the theme of 2012 London Olympic Games.

Among them, Lining's products are listed on the market for the first time. The category includes Chinese table tennis, badminton, diving, shooting, gymnastics and five gold medals team's summer coats.

Anta has built a champion dragon suit for the Olympic Legion. Its posters have been posted to attract customers' attention.

However, the proportion of these commodities in the shops is very small, and all of them only take part in the discount of counters. There is no sincerity in the sales promotion activities specially designed for the Olympics.

On the other hand, Nike and Adidas are not "enthusiastic" when local brands are playing Olympic cards.

Nike basketball project participation is relatively high, there will be the United States men's basketball dream ten team launched special color matching sneakers listed.

In the Nike sports counters, the theme culture T-shirt has been placed on the counter.

However, as an Olympic sponsor, Adidas didn't introduce Olympic special merchandise. It only gave complimentary "poly Dragon Ring" in various stores as propaganda material during the Olympic Games.

The sales staff of various brands indicated that the sales of products were generally not as keen as the previous Olympic Games.

"Customers see more, buy less, some look at the price, stop, everyone will stay in appreciation."

The clerk said.

"But now the sports meet has not started yet, and after a while, it may be better."

The sales side is still optimistic about the Olympic economy.

Closing directly owned factories has not affected sales yet.

Sponsors are missing the sale of Olympic merchandise, plus the announcement that it will close its Suzhou factory in October, the only factory in China. Will Adidas's position in the Chinese market change?

Adidas headquarters in Greater China responded that China is still one of Adidas's most important local purchasing markets.

Closing the Adidas Suzhou plant is a strategic consideration of reintegrating global resources. This strategy will help Adidas better play our scale effect and reduce complexity. "

Herbert Heiner, Adidas global CEO, said in an interview with German media that Adidas hopes to withdraw from China partially and move to cheaper areas.

Laos, Kampuchea, Vietnam and other Southeast Asian countries are regarded by Adidas as a better market.

This is the move of another sporting goods giant after Nike closed in 2009, the only shoe factory in Taicang, China.

Some people in the industry believe that the withdrawal of Adidas's directly affiliated factories is likely to push up its sales prices in China.

"Adidas also has more than 300 foundries in China to work together."

ADI responded that Adidas did not abandon the Chinese manufacturing market, which merely streamlined manufacturing operations and not completely withdrew from the Chinese market.

From the point of view of sales channels, this matter has little effect on the sales pattern of domestic sports brands. The reason is that domestic brands are relatively inexpensive compared with international brands, and several brands have been deeply rooted in the hearts of the people.

At present, such as Lining, Anta, PEAK, XTEP, 361 degrees and many other domestic sports brands, they are not affected by the "Adidas" incident in their daily sales, so is the international brand Nike.

When asked about a certain Adidas clerk, he said, "what do we young people know about this matter?

I don't think there will be any impact in terms of sales. "

Tianjin builds warehousing to reduce inventory pressure

Although Adidas Suzhou factory has been shut down, Adidas's only logistics storage center in China will continue to be retained in Suzhou.

In addition, Adidas has confirmed that it will set up a northern storage center in the second half of the year to locate in Tianjin.

Adidas has announced that it will open 2500 new stores in China by 2015, and that number will be 1175 by the end of last year.

Erick Haskell, Adidas's chief operating officer, has publicly said, "we usually have 2 to 3 days of pportation, but how quickly we get the products to Urumqi is the biggest problem we have."

Gao Jiali, managing director of Adidas Greater China, has also stated that in the next five years, Adidas's annual sales in China will grow at a rate of 15% to 20%.

It is not difficult to imagine that Tianjin is building a northern storage center. It is a move to expand sales channels in the north of Adidas, and hopes to further expand the northern market.

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