Adidas: Differentiated Retail Outlets Enhance Brand Experience

In contrast to local brand shrinking stores, the growth of stores in recent two years has become an important driving force for Adidas's performance in Greater China.

Gao Jiali said: "first, we are expanding the Original classic shop rapidly.

Second, publicized NEO shops in the Chinese market, making it a leading sport in the Chinese market.

Third, we are working with distributors to improve store operation and display.

Fourth, improve the ability and quality of employees in the store so that they can be more professional.

Communicate. "

The retail strategy is part of Adidas's retail expansion plan: there are some 2000 shops that are different from traditional shops in the 2000 new shops on the "road to the road" plan.

These are tailor-made consumer experiences for Chinese consumers, including Adidas brand center, women's exclusive stores and footwear franchise stores.

In terms of quantity,

There are more than 80 subdivision stores in Greater China, accounting for 1% of the total.

With such a strategy, Gao Jia Li explained: "when formulating the strategy of" 2015 way ", professional investigation finds that consumers have the demand for shops to split up.

Because in the past three to four years, Chinese consumers are getting more and more sophisticated, and their consumption patterns are becoming more and more mature. They have more choices of self and subdivision.

The differentiation mode of stores can be adapted to the tastes and preferences of different consumers.

Unlike other stores that reduce inventory, Adidas has maintained a low speed in this industry downturn.

Since the "2015 way" strategy was launched, Adidas has added 2000 stores in China, most of which are located on the lower line of the "future city".

Gao Jiali disclosed that in the new shops opened by Adidas in 2014, 50% of the shops in the future cities were located.

For Adidas, the layout of the future city is different from that of the first tier cities.

"Those products that resonate in the consumer groups of such cities in Shanghai, Beijing may not be suitable for the three or four tier cities."

According to the results of Adidas's market research, the concept of "brand" is a very important factor in the market of the first and second tier cities. However, in the three or four tier cities, "brand plus price" has become a more influential factor.

Therefore, Adidas put in different product categories according to the needs of different markets.

For example, the form of high-end Adidas Homecourt shops is usually for first tier cities, and limited edition or star logo products are sold only in brand centers.