Semi-annual report
from the footwear industry, 2010 data show that it is “a few happy
some unhappy.” Especially in terms
of international giants Adidas, it is worthy of reflection.
We know that in August 2010
Adidas released semi-annual report shows that while the stimulation
with the World Cup in South Africa, but the Chinese market is still
first half of 2010 as its largest market in the world 6, the only
negative growth in the regional market. And this with the
adidas Texas powers in 2009, off store storm are
inseparable. As a result, we can
clearly understand that in the channel reconstruction, Adidas has
been imperative.
In order to expand the channel,
August 17 Adidas Taobao Mall officially licensed online store
open. And industry
analysts said, e-commerce channels for only adidas a very small
part of the redevelopment project. Adidas do in the future, in
addition to increasing investment in Direct, will also train a
number of loyalty to their own team of distributors to ensure its
control over the power channel.
To join the e -commerce
inventory digestion
Adidas announced before the
semi-annual report shows that in the first half of 2010, 55.9
billion euros in revenue, an increase of 11%, almost all regional
markets have achieved double-digit growth year on year.
But it appeared in
the Chinese market back, revenue fell 16%.
This shows that Adidas has been
plagued for two years the Chinese stock market problems, has not
yet been fundamentally resolved.
Before the Chinese market after
the Olympic Games due to overly optimistic estimates, Adidas
incorrectly enlarge the market demand, and the resulting large
number of stocks directly affected the sales performance of
Adidas. The same drag on for a very
high inventory dealer, Belle, Daphne and other
dealers were closed in 2009, a lot of Adidas stores.
Through to join the e-commerce,
in order to achieve the purpose of inventory digestion Adidas will
undoubtedly become an option for direction.
By “Alipay” the relevant data,
Adidas formally launched only three days in Taobao, already more
than 3 million yuan on sales, as results of similar goods Taobao
title. Marked with special labels
genuine cheap adidas shoes , popular
with consumers .
In explaining the decision to
enter the field of e-business mind, Adidas said the total number of
stores in China will increase to 6300, the number of stores on
behalf of the high cost, so the company hopes to find new sales
channels and means. In addition, Adidas flagship
store online can be difficult for business coverage to the prior
radiation to the second and third tier cities.
However, it seems the dealer,
Adidas is still the primary purpose of this digest
inventory. Discount through the shop, but
also will minimize the damage the brand.
“2009 Year After so
many stores, Adidas want to increase sales, only to try different
sales channels. “Magang sports brand observers believe that natural
sports brand to open shop is an industry trend, but also
reflects Adidas channels out of the
urgent reconstruction of mood.
< br /> Changes in distribution
channels, develop their own distributors
Fashion Management
Group President Yang Dajun UTA also noticed a phenomenon, in 2009
Belle reduction Adidas store , Daphne quit sports brand agency
background, Adidas is stepping up to the Direct stores and
direct investment around the
branch. In Beijing and Shanghai,
Adidas, the number of Direct flagship store is slowly
rising. Prior to this, Adidas has its
the “clover” distribution rights to recover, reform in their part
of the Direct store sales.
But Yang Dajun do not believe
the assets Adidas has always been light, really completely abandon
the prior distribution channels, slowly save their stores.
However, some changes reflect
Adidas, which hopes to strengthen control over the channel to make
their marketing strategy and better execution in all
terminals.
In this industry, the dealer,
” polygamy, “features more and more obvious, a cheap
adidas shoes distributors, dealers often or
Nike, or Li Ning dealer. This Adidas, Nike strong
brand that more and more negative, a brand dealer sales in a single
increment too fast, dealers will consider their delivery will not
increase the risk, turn to Find a balance between < br /> brands. Dealer the right to speak and
with the increase, the strong brand marketing strategy to promote
more and more difficult in the terminal.
“Adidas is going to do is
tantamount to supporting a number of dealers, and then abandoned a
number of dealers, in order to establish a group loyal to their
dealer ranks. “An industry source said that in many industry
analysts eyes, Anta growth even higher
than that of Li Ning, Anta is the main reason is that most of the
dealer is your own training team up, have a high loyalty, ease of
control over brands. The redevelopment of Adidas
channels, also aimed at this.
Adidas has some action.
As it the Reebok
brand, was the beginning of 2010 and Po Sheng signed an exclusive
agency agreement. Which will establish a
dedicated team of vertical organization, the team will participate
in the Reebok product design, production, sales and
marketing.
Can be expected,
Adidas channels the road of reconstruction and will not be
smooth. Magang said the industry, for
Adidas, the e-commerce store only the auxiliary line channels,
including ZARA, although the performance of the Internet has been
considerable, but it can never be another where customers
Cheng products. < br /> Adidas channel
renewal projects also need to be distributors.
