Adidas Grassroots sports and leisure management experience – exercise, Adidas –
" Adidas Clover has the right to operate fully recovered, plan their own do-operated stores. "Recently, a dealer in Shanghai Adidas says. This is an official from the clover into the Chinese market, just seven years. Adidas clover campaign's positioning high-end brand in China market increasingly mediocre performance.
Shanghai Ying Sporting & Leisure Goods Co., Ltd. 100 related responsible person confirmed to reporters, Adidas has already recovered its right to operate on the Clover brand, now owned by the company in Shanghai, the clover stores are has been used for other purposes, the company hired sales staff has arranged for company Proxy Other footwear brand shop.
Direct clover brand Adidas This time the intention has become clear. A dealer said after the 2008 Beijing Olympic Games, Adidas revenue for the Clover brand affirmative action began. At that time in accordance with Adidas insiders say, will be fully recovered in 2009 for the outlets, Adidas self-employed sales staff, by the Company to conduct its own corporate culture and product knowledge training.
The dealers said, usually after major sporting events, sports-related sales of the brand will rapidly into the downslope of Adidas in 2009 should be a performance out of consideration, a strategic brand contraction.
Senior industry experts, the United States UTA Management Group General Manager of Greater China, said Yang Dajun, despite the recent global company Adidas to give investors a beautiful earnings "answer sheet", but can not hide the next few years concerns about the company's profitability. In the current global economic environment did not improve against the background of Adidas is likely to compress some of it is not yet profitable brands, and brand for long-term planning.
His view, this is a natural strategic adjustment. After clover direct sales stores will not be the main purpose of profit, but to maintain the continuity of the Chinese market, brand communications, and then select the appropriate market opportunities, re-build the brand.
Rivers Road Consulting Principal Consultant Dai, Chunhua that Adidas might choose to present nothing less than the following two paths: one is the company's Direct; the other is the company's shares a national distributor, the company confidence in the brand of the distributor output accurately, then by the dealers.
Adidas products sold in China, the sport performance is the most common brand, market positioning is the classic professional sports brand, which also accounts for the vast majority of the company's performance. Shamrock's position is more stylish than its sport performance, the higher end. Another Y3 brand, from the concept of motion, a series of fashion, positioned as a luxury family, present in the domestic market are relatively few.
"In the dealers 'Knock' promotion, the clover in the brand awareness of Chinese consumers have become more commonplace." Dai, Chunhua said, clover is the positioning of this high-end fashion sports brand, but in China market, some dealers grassroots operation mode, which makes the brand and Adidas have been the main difference in the brand disappeared.
She said, the channel mechanism of the apparel industry has exposed huge flaws, that brand operations have already lost sales channel management and supervision system, the so-called management and supervision methods and means are an indication. Therefore, once the pressure of larger stocks, dealers will ignore the needs of brand discount price cuts. Or to plan to save money on brands and marketing aspects of the brand with the requirements of a double face. At least in the minds of most distributors, helping to promote their brands, so the brand is not your own work.
"A similar brand positioning, the clover on what basis the main brand sold 30% higher, or even 50% of the price?" Yang Dajun asked the reporter.
As Adidas, brand communications, the service experience is the most important companies. But the dealer's eyes, the product is the sole purpose of profit, short-term discounts, promotions are based on the starting point for that purpose. And now the majority of dealers are also the agent 78 brands, expect dealers to take care of a separate brand, obviously not realistic. At least so far, the interests of both the intersection of demand is difficult to encounter.
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