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Sports Meet Fashion &Nbsp; Adidas Is A Bit Busy.

2011/6/16 13:51:00 61

In March 18, 2011,

Adidas

Start the latest global brand promotion campaign called "all Adidas" ("all in all").

This is the first time that Adidas has assembled its three major series: adidas Sport Performance, Adidas Originals and sports NEO series (NEO, Y-3, SLVR). Adidas has unveiled a new batch of spokesmen at this conference, including Li Bingbing, Eason Chan, Angelababy and other fashion personages.

Gao Jiali (Colin Currie), the managing director of Adidas group's Greater China, said in a media interview that China is a very special market, and the national sports participation rate is much lower than that in Europe and the United States, but in fashion, the enthusiasm is very high.

Therefore, Adidas decided to bring sports fashion into the focus of its work in China.

This is why they made the above adjustment from the spokesperson.

Subsequently, Adidas "NEO" came into being, which is different from professional sporting goods series. NEO series cut into the field of life fashion.

And NEO positioned the mid end market to cater to consumers in the small and medium-sized cities of the mainland.

Gao Jiali said Adidas plans to open 2500 stores in China in the next three years, most of which will be distributed in China's three or four tier cities.

Like Adidas, Nike is also studying how to develop three or four line cities.

Whether it is Nike or Adidas, there are still many blanks in China's broader three and below cities.

They know very well that there has always been a world of local sports brands such as Lining and Anta.

From Adidas's new "ALL ADIDAS"

Brand promotion

Mr. Gao Lijia, the managing director of the Greater China region, is not hard to see that Adidas's familiarity with the Chinese market and the consumer preferences of Chinese consumers is obvious. Indeed, unlike the developed countries such as the United States, the promotion of national sports and the participation of the Chinese people are at a relatively low level.

In the past, Adidas overemphasized sports elements and sportsmanship in the promotion of product and brand image, and invested less in fashion elements, but in fact, as more and more international fashion brands entered,

Chinese Market

Chinese people's awareness of fashion and participation have also risen, and the fashion awareness of consumers in China's vast three or four line cities has also been awakened. Adidas is keen to catch this market signal, and can closely adjust its product development strategy and brand communication strategy closely to keep pace with market demand, and maintain product personalization.