regardless of whether Adidas, associated with a lot of things are changing: on behalf of a number of factories are increasingly complaining about low profits, as rising costs; customers began to pay attention to the commodity Jia Qian, to buy them Some cheap clothing and footwear. In the face of these adverse news, the end of World War II started the sporting goods giant remained optimistic.
recently, Adidas also acquired the North American brand-name golf Ashworth The good physique, Adidas to increase market share in golf, this is the whole sports industry of profitable industrial aristocracy.
through the integration of Reebok, Adidas reduced the number of partners to create an independent and more focused on the procurement for Adidas to win a higher bargaining power and reduce the management costs of testing. Manchester, England in the central and southern California distribution center, is expected as soon as possible to replace the existing Adidas and Reebok warehouse, so that the delivery system more sensitive. Detail is that Adidas's decision-makers will no longer hold all the samples look carefully at the hands of some products directly to the use of virtual technology to judge.
make advertising Fortunately, the big customers do not have to reduce their cost of publicity, the 2007 marketing budget carriers account for the ratio of sales increased 0.5% to 13.4% (12.9% for 2006). In the 2008 Olympic year, this now appears that the number will only rise, will not be reduced.
Not long ago, Adidas factories in China from the rumors, so that in China the concept of tension once again. However, Adidas CEO of clarification: The Chinese market is still important for Adidas. A string of figures to illustrate this not out of courtesy: Adidas in China there are 264 products supplier, Adidas in 2007 in China in total purchases, accounting for about 49% of footwear, apparel 32%, other accessories 65%; by the year 2010, Adidas will have a Chinese shop in 6300, 2008, will open a new retail 1135; in the first half of 2008, growth in China reached 60% in sales volume is expected to more than 1,000,000,000 U.S. Million.
the stability of the Chinese market overall situation, particularly in the North American market, sales fell today, clearly the reason Adidas, Nike and its rivals are also clear in mind. Olympic year, and this enemy as China's market share in the first to win the title over from the star sign, advertising space to the grass-roots activities, the laying of stores, there are few areas of confrontation.
even though the two are claiming to be number one China , but so far there is no authoritative figure shows that in the end who is the king. But the important thing is, the two go hand in hand in the pitched battle in sales reaching new heights and become the beautiful winter in the financial support of the important factors.
recently, Adidas Greater China completed vice president of marketing Baoyuan an interview that the company will closely monitor the changes in the market, but there are no cost-cutting, cutting investment. Of course, after the marketing, brand-building money, as far as possible, Adidas will spend some of the more clever.
Economic Observer: evaluation of the Olympic Games now pay a great, is it worth? Bi
Baoyuan: We are very satisfied with the results.
from the brand, a great return, the Olympic Games is the biggest display of Adi platform before the Olympics, Adidas has a 10-month-long campaign, which is a single country Adi single most publicity. A total of 15,000,000 people involved in these activities (excluding consumption in the store), on-line exchange of the cards were 1,000 million. According to a third party to investigate the structure of the data, during the Olympics, Adi raise the visibility of 24%.
China in the first half of the district's sales growth was 60% in August, Adi's business also grew rapidly, sales of goods considerable concession.
Economic Observer: down the global economy, Adidas how to save the face of more and more consumers? Bi
Baoyuan: This is the face of the global market, some market some of the more serious, some not so great market, the China market is very good. Adidas
the entire portfolio with a more reasonable, the project includes a variety of sports products, leisure products such as Reebok and golf in the whole process would not be affected. From a financial point of view, there is no cash flow problems, just last week bought high-end products in the United States Golf Ashworth.
big as a whole will affect the climate of each industry, changes in the global economy will affect every business. We will closely monitor the market, but there are no cost-cutting, cutting investment. Of course, after the marketing, brand building, the money could be spent a little more intelligent.
Economic Observer: Adidas to China three or four cities, towns and even whether there is interest in the expansion? Bi
Baoyuan: In fact, Adidas is not in the key cities of the region, there are an awful lot of revenue from the following three-city, more than 4,000 stores in 450 cities, can be seen in the lack of concern for the city has a very strong distribution The network, which is also very strong demand.
Economic Observer: China, India, Japan Adidas in their global strategy in what position? Bi
Baoyuan: From the perspective of the size or purchasing power, Japan and China is the most important markets in the world, India is currently relatively small, but great potential for development in the future are also important markets. India's growth in the absolute number may be larger than China, but the base is relatively small, so Adidas's focus in China.