Interpretation Of The Secret Of Adidas'S Growth

The female sports market is the next draught, which is almost the consensus of all sportswear brands.

Gao Jiali doesn't believe in trends. He believes in data. According to the 2010 survey, more and more women like to go to fitness activities. They not only regard sports as fitness, but also regard it as a part of social interaction. Accordingly, Adidas launched a marketing program targeting women in 2013. This is Gao Jiali's first attempt in the Chinese market. It is also the first marketing campaign launched by all sports brands in China for women.

Although the layout has begun, Adidas is one of the most radical ones. Nike opened two stores in the world last year, with only one Chinese market. The Yoga brand Lululemon entered China just to open a display shop, and Adidas opened three stores at the end of last year alone.

There are about 80 subdivision stores like this, accounting for only 1% of the total 8000 stores. Zhang Qing, a sporting goods marketing expert, believes that even if you can't help sales to a large extent, it will help to improve Adidas's perception of female consumers. "There can be a better consumption experience, and female consumers are usually sensual consumption."

Gao Jiali will not pay too much attention to the number of stores. He believes that the contribution of niche businesses to profits is gradual. If there is no such subdivision, customers will run to other brands to consume, and the existence of these stores will keep them in Adidas for the future.

With the increasing number of subdivision stores, it is one of the challenges for Gao Jiali to keep up with the vast number of unpredictable consumers in the vast Chinese market. And how the supply system meets the demand of "dotted" shops is equally intractable -- the product of a particular design is needed in a specialized shop and how to arrive on time. The problem seems to have returned to its origin at once.

This can not help but remember. Du Bo Shui Five years ago, the words of reflection, "I do not think." Competitor In terms of products, we are stronger than we are, and we lose our way of operation. To build a way of operation, such as 100 meters sprint, but to put it into reality requires marathon operation capability. "The road to 2015" is also known as "win in China and win in the future". For the current Adidas, the Chinese market is particularly important, although it accounts for only 1/10 of global sales, but it is where its future lies. "If Adidas wants to achieve global success, it must strengthen its investment in China." Gao Jiali said, "we have begun to discuss what China will be like in 2020."

In the 2015 Asian Cup, the Chinese team won the three round of the group competition, the best result in the Asian Cup group competition, and the commercial value of the Chinese men's football team was "overflowing". But this honor has nothing to do with Adidas, which has a history of 25 years of cooperation with China. Adidas's decision to "focus on performance and results" will not renew its contract with the Chinese Football Association at the end of 2014. The "dead rival" Nike took the ball and signed a sponsorship of 12 yuan and 1 billion yuan in the sponsorship of the national football team, which did not have the highest cost performance for Adidas.

Leaving the sponsor role does not mean that it has been insulated from Chinese football since then. Gao Jiali always hoped that he could "get ahead of the crowd" in the competition. Now he has begun to spend more energy on investing in grassroots sports, especially for children's activities and projects.

　　 Adidas A soccer project targeting the children at the grassroots level has been built, which covers 2 million 700 thousand students from more than 5000 schools in 123 cities. "Some of them will become excellent athletes in five to ten years". For Gao Jiali, this is the future of football in China.

What is the future of China? Gao Jia Li can not be sure. "Their change is too fast." In 2010, what the consumer looked like three or four years later, in 2014, he found that it had no reference meaning. Consumers are no longer consumers of the past. "They are getting more and more mature. The speed of consumption desire and consumption demand is amazing.

There is no secret to achieving growth in the Chinese market. The way of Gao Jia Li is to be practical and practical. First, make business plans, "follow the consumer closely", and then execute them enthusiastically. It's like he gets up at 7:30 every Tuesday and Thursday, and runs.