The acceleration that adidas is multifarious to open a big store leads to 2015 of road
BE bearing a gram of close Nanking road flagship store, the athletics thing profession trend for overcast today, why be adidas multifarious to open a big store?The analysis suggests that adidas wants to accelerate to lead to 2015 of road.
On September 3, Chen Yang Wan reaches free run by nike square, a store in adidas door of 500 even rices formally starts practice.It is the sixth store in comprehensive door that adidas sets up in China, five other be located in Shanghai(is two), Wuhan, long sand and Chengdu respectively.
BE bearing a gram of close Nanking road flagship store, the athletics thing profession trend for overcast today, why be adidas multifarious to open a big store?The analysis suggests that adidas wants to accelerate to lead to 2015 of road.
Lead to 2015 of the road is adidas group to release at the end of in 2010 of a grand strategy plan, the aim expands ability completely and become China the athletics thing that lead most on the market brand.Plan a target according to the, in 5 years adidas adds a store number to reach to 2500, the sales will go to 20% speed growths by 15% cheap nike free run in R.O.C year.
The outlet bottom sinks, much strategic Tuo market
Two years, adidas has already lately expanded 350 cities in China, the existing store overalies 900 cities.Currently, the company has already owned more than 7000 retail price stores in China, and plan to add 500 till the end of 2012.
The adidas related representative director thinks that China market has huge potential and vast consumer to subdivide a market, each market has its special need again.So the different market wants to carry out the marketing strategy of dissimilarity.
The front-line city market has already developed maturity, adidas to should of the strategy is a classification aggression, strengthen the advantage that the running, football, basketball and woman train realm.The consumer of these categories also has brand and vogue consciousness more.Therefore, the high-tech product that is absorbed in more to provide to have a special feature in front-line city adidas.
But for the low line city, the main strategy of adidas BE:Provide the low price of expressing the series product of exercising.Because in these markets, sex price ratio is to exercise the consumer's factor is most attracted to the product.The NEO series is representative's products in it.
However, does the outlet bottom of adidas sink strategy to succeed?The key athletics value institute for research director Zhang Qing points out that the native brand is still stronger in the competition ability of these markets, the brand influence of adidas is still hard to make the consumer produce strong purchasing power in momentary in the low line market.The main opponent of adidas bears a gram also in the middle of actively extending.But this means, adidas of next sink strategy will face the countercheck of defending of native brand and international brand at the same time.
The productivity transfers, the cost advantage protects a plan
Olympic Games in London eve, adidas outward proclaims, will close it in October unique all support factory in R.O.C.This matter arouses biggest concern.Later on, relevant adidas will from October, this year to April, next year continuously with at 300 labor's factories in R.O.C relieve the news that the labor negotiates also not Jing but walk, outside analysis adidas proceeds from cost pressure but adopts this a series of measure.
Really, along with Chinese production cost particularly the ascension of labor force cost, some nations in Southeast Asia really have an attraction more than China.Proceed from afresh a strategy consideration of integrating resources in the world to an international brand, adidas run with nike free transfers Chinese productivity goes out to reduce cost pressure no serious mistakes committed.But more decisive BE, only protect cost advantage, just can betterly for 2015 of the outlet bottom of road sink price advantage to increase a counter.Will soon devote major efforts in adidas under sink of 34 line cities, adidas has to face the competition of native brand, if want to quickly battle out a market, in addition to brand effect, also need to price up space advantage, is this to why want to release a 300 dollars price product hearsay adidas.But want to promise retail price and quality, adidas has to keep cost advantage just profitable.
In addition, adidas' investment to China the slightest didn't slow down.It is in new item in the logistics center of the supply chain of R.O.C just at hot fire dynasty the world carry on in.Adidas announces, the company plans currently in the second half of 2012 logistics center in Suzhou outside lately sets up a northern logistics center, and the location chooses in Tienjin.