Adidas Narrowed The Gap Between Nike'S Share In China And Nike

According to the sports brand from Germany

In March 4th, the annual earnings report eliminated the exchange rate factor. In 2015, sales in Greater China reached 2 billion 470 million euros (about 17 billion 650 million yuan), and the growth rate of 17.7% also exceeded the average level of 10% globally.

Greater China is Adidas's third largest regional market, with net sales only behind Western Europe and North America.

And five years ago, Adidas's share ranked only fourth in China, lagging behind.

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And Anta.

Due to the economic crisis in 2008 and the rapid expansion in the Chinese market, the sports commodity industry was once in a predicament.

In 2010, Adidas China developed a "Five Year Plan", with the goal of achieving 2 billion euro (about 14 billion 338 million yuan) sales in 2015.

Today, Adidas has not only overfulfilled its target set in 2010, but also narrowed its share of the Chinese rival market with its old rival Nike.

According to the data provided by Adidas, the market share of Adidas and Nike in 2015 was around 12%.

In addition to traditional sports products, Adidas also vigorously develops more fashionable brands in China.

According to Gao Jiali, director general of Adidas Greater China (Colin Currie), the classic Adidas (Originals, clover) and NEO brands, which are located in the "sports and leisure" series, contributed about 25% of Adidas's revenue in 2015, and the growth in the future will be faster than that of sports goods.

Gao Jiali said: "more than half of the consumers who buy classic series and NEO come from women."

Beginning in 2012, Adidas began to focus on the development of the women's market, independently of the women's sports goods originally belonging to the "training" category, and opened a special store for women in 2014. There are now 4 in China.

The subdivision of goods has also prompted Adidas to reconsider how to use more effective outlets to stimulate consumer purchases.

At present, Adidas has nearly 9000 stores in China, special stores for women's specialties, and 2 brand centers, 3 collective stores, 20 Megacore stores, 41 homecourt stores, 13 specialized basketball stores, 27 outdoor stores and 15 classic neighborhood stores.

"We used to be simple brands, but now we are learning to do retail."

Gao Jiali said, including Adidas Huaihai Road in Shanghai and Beijing Sanlitun two brand centers, including the self owned store, contributed 12% of Adidas's revenue.

The upgrading of dealers' stores will be supported by Adidas in location selection, decoration and product selection.

At present, Adidas has entered more than 1000 cities in China, double the number in 2010, and the number of stores has increased to nearly 9000 from 5000 around five years ago.

"With the acceleration of urbanization and the upgrading of consumption, consumers in those small and medium-sized cities also have demand for Adidas products."

Gao Jiali said that China's emerging cities will bring more than 60% revenue growth to Adidas in the future.

Adidas plans to further increase the number of stores to 12000 by 2020, of which the number of women's specialized shops will increase to 20, and the sports classics range from 350 to 650.