Which Sports Brand'S Digital Business Is The Best? The Report Says Adidas.

A year ago, Nike, the top ranking, was demoted and surpassed by its competitors.

Announces electric business ambition is less than a week, Adidas quickly gains a good news.

After conducting quantitative research on the digital services of 74 sports brands, in April 12th, Gartner L2 of science and technology consultancy issued a latest report - Adidas's "Digital IQ Index" ranks first in the world, becoming the only sports brand rated as the most advanced Genius.

A year ago, the top ranking company in the list was Nike, which is now overtaken by competitors.

Although the visit to the US brand is still the highest, Gartner L2 said that due to the lack of fluency in the classified pages of Nike's official website and the lag of the brand's electricity supplier investment, Nike has been downgraded from the highest "Genius" to "Gifted".

In response, the researchers said, "through direct sales channels to consumers, both online and offline, Adidas reflects the potential for sustained growth."

APP "Adidas"

In fact, Gartner L2 is a business think tank that benchmarks the digital performance of brands.

Recently, it has tested 74 sports brands in the United States, including e-mail marketing, website consumer services, product customization, social media operation and mobile terminals, and gives corresponding scores.

It is reported that the total score is made up of 30% websites and e-commerce service ratings, 30% digital marketing scores, 10% social media scores and 30% mobile terminal scores, and finally obtains its "digital intelligence quotient index".

The sports brands that were evaluated were scored on the basis of scores. They were divided into five grades: Genius (above 140 points), Gifted (110-139 points), Average (90-109 points), Challenged (70-89 points) and Feeble (70 points below).

The lower the score, the worse the development of digital business.

The final result shows that Adidas topped the list and is the only brand to win the "Genius" rating.

According to the report, Adidas's e-commerce platform has information rich product pre-sale and distribution pages, including video and personalized content generated according to user habits, and shows real-time inventory of products.

In addition, Gartner L2 said Adidas's "cross marketing" (cross-selling) performed well, which means that the platform can understand users in depth according to their consumption habits, thereby finding opportunities to promote different products and achieve sales goals.

Nike, the first place a year ago, was downgraded from "Genius" to "Gifted", and the top name was replaced by Adidas.

Nonetheless, the report says the campaign is a move.

Still has outstanding advantages - including Instagram, Nike's social media platform user participation is very high.

Another US brand Under Armour ranked third in the list and was also rated "Gifted".

The researchers said that the investment in digital marketing of its e-commerce website has increased dramatically, with rich video display and excellent search and navigation tools.

Immediately after that, two outdoor suppliers L.L. Bean and REI ranked fourth and fifth respectively, while Timberland, Patagonia, North Face, New Balance and Vans were among the top 10 sports brands, all of which were rated as "Gifted".

Besides, charity

The brand Toms and boot label Sorel were awarded "Average", and the latter was deducted because they did not provide free delivery service.

As the only sports brand of "Genius" level, Adidas is undoubtedly the winner of the list.

In fact, in April 9th, CEO Caspar Rosd just said that the German brand will increase by 900 million euros in 2018, mainly for the pformation of digital business, and turn the channel further.

And reduce the number of physical stores.

Adidas's goal is to increase sales of electricity suppliers more than doubled in 2020 to 4 billion euros.

In fiscal year 2017, the company's online sales increased by 57% over the same period last year, reaching 1 billion 600 million euros.