In 2016, Adidas was a year to be remembered in the Chinese market. In the first three quarters, they delivered a 28% revenue growth super-red transcript - with Marc Le Roux, vice president of the Adidas Group China sports performance series market. In the words of this), such a large increase is an extraordinary achievement for a company with such a large volume as Adidaly. At the same time, this world-leading sports giant did not slow down their development. In the first nine months of 2016, they opened about 1,000 new stores in Greater China, and the total number of stores exceeded 10,000. One-third of the five-year expansion plan was completed.
At the beginning of 2017, Adidas took a tight grip on the "Olympic boom" of the previous year. He generously signed the Chinese women's queuing director Hui Ruoqi who had won gold in Rio, and Ning Zetao, who had won the Olympic Games but still led Chinese athletes in terms of commercial value. . However, just over a month later, the news that Ning Zetao was expelled from the national swimming team was full of wind and rain overnight. Adidas, on the other hand, does not have much concern about this. They believe that signing Chinese athletes is the most correct choice for them to respond to the rapid development of the Chinese market.
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At the beginning of 2017, the progress of the contract was not as smooth as the outside world had imagined. Adidas launched its One in a Billion marketing campaign aimed at young people in the Chinese market. Unlike previous artists such as Peng Yuji and Zhang Xiaoning, Adidas hopes to use athletes with real achievements as spokespersons.
Romange said: “Our goal is for young people in the Chinese market, from very young children to young people. We believe that athletes are outstanding role models, their creativity, their image, and their true Chinese athletes. The youngest people in China who can best inspire them. They have proved themselves in their careers and proved that they can overcome challenges and obstacles. We believe that through the image of the two athletes, unique creativity and sports achievements, we can really encourage Young people express themselves through sports."
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Chinese female queuing director Hui Ruoqi
This goal, combined with the comprehensive project hotspot brought about by the 2016 Olympic Games, is not surprising. Adidas and the Chinese women's volleyball team have been cooperating for nearly 10 years. As the captain of the women's volleyball team, Hui Ruoqi himself is sick again and can return to the court from the edge of life and death. However, it is puzzling that Adidas has not signed the Chinese women's volleyball team's number one hero, Zhu Ting. Even at the 2017 CCTV Sports Awards Ceremony, Zhu Ting, who is in Turkey, is wearing a Nike logo. Close-up picture of the club's uniform receiving the award. Considering that Hui Ruqi almost confirmed that the 2017 National Games will retire, Zhu Ting, who is only 22 years old and is already the world's No. 1 main attacker, has gone to the overseas league after the Olympics. The future is even better. Adidas' choice is obviously questionable, but at least this is not a wrong decision.
The same is true of Ning Zetao’s situation. Although the problem figure of the Chinese sports industry in the past year is still the most popular male athlete in the country despite the Olympics, when signing, there have been people saying by Ning Zetao and Adidas’s sincerity. Full, eventually won the battle of the three sports brands. Industry rumors that Ning Zetao's endorsement fees are as high as tens of millions per year. It now appears that when Adidas contacted Ning Zetao, the notification of the dismissal of the national team was already underway. Of course, no matter whether Adidas knew it or not, signing Ning Zetao was not a bad decision. There are still a lot of changes in whether you can return to the national team. What's more, since Ning Zetao has had enough topic since the 2014 Asian Games mad, the endorsement brand is at least not a loss-making business.
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One of China's most expensive male athletes, Ning Zetao
In the past two years, the sports industry has been surging. Many international sports giants have also attached great importance to the excavation of Chinese sports stars. However, major sporting brands in the Chinese sports sponsorship and endorsement markets will be relatively stable in the short term. In early 2016, Nike took away the top national football resource from Adidas. Among them, the beauty Guomen Zhao Lina is the brand at Li Na. After retiring, she was the most enthusiastic female mobilizer in China; in 2016, the Rio Olympiad popularized comprehensive sports such as table tennis, women's volleyball and swimming. However, local brand Li Ning early locked the Chinese table tennis team, and “head†Zhang Jike has long since Anta signed for many years, and Adidas seized the strategic resource of Chinese women's volleyball team early. It is precisely because of this that the two international giants tit-for-tat have fought fiercely in terms of Chinese basketball spokesmen. According to industry sources, although Nike is the official sponsor of the national men's and women's basketball team, Adidas is quite willing to save money in signing the young men's basketball team. Apart from the early signing of Xiaochuan, there are news that the original Hui Huiqi and Ning Zetao The spokesperson announced together should also have Guo Yanlun, the men's basketball team leader.
Luo Manhe, Vice President of the Adidas Group China Sports Performance Series Markets pointed out that the Chinese market is quite special, because the current time cut-off point of view, the participation of sports is still relatively low, but the specificity of this market is also reflected in its rapid development. In other words, even in the eyes of these foreign brands, the massive Chinese market is far from being saturated, and its development potential remains very impressive. Because of this, Adidas expressed his attitude of paying close attention to the "exchange" attitude with Chinese consumers. The use of professional athletes who glory for the country to speak up for the time is obviously more appealing to the target groups who love sports.
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Recognizing the specificity of the Chinese market, the target consumer groups clearly and explicitly point to young people. What makes Romain the most satisfied is Adidas's progress in consumer word-of-mouth. “The growth of performance is very proud of us, but what we are more proud of is our brand love in China. In this regard, we have done a series of investigations,†explains Romain. “All these surveys point to us as Chinese consumption. The number one sports brand in the center, which was not the case two or three years ago. Therefore, this is our source of confidence for the future and for the 2020 plan."
Marc Le Roux, Vice President, Sports Performance Series Marketing, Adidas China
The Adidas Greater China sports performance business under Rohmann's management accounted for about 80% of the overall performance. This heavy responsibility is on the shoulders. The French who held this position in 2015 indicated that although the current achievements are gratifying, all aspects still need continuous improvement. Adidas has repeatedly emphasized its relevance to the Chinese market in terms of products, in-store experience and marketing activities. In addition to using Beckham and Harden as global spokespersons to come to China to participate in activities such as opening stores and launching new products, the signing and use of multiple Chinese athletes to endorse the “billion lire†marketing campaign is tailored to the Chinese market.
In October 2016, Kasper Rorsted became the chief executive officer of Adidas Group. This time, personnel changes did not affect the Chinese market completely. Adidas will continue to be fully established in the Chinese market with the principle of “Creating the Newâ€. Sprint 2020, and in this one, the performance of several major market segments will be decisive.
In terms of lifestyle, there are two male gods, Peng Yuxi and Ning Zetao, who have pressed the array, an entertainment circle and a sports circle, enough to seize the target consumer groups that Adidas has locked in young people. In the more and more important female market in the past two years, this year At the beginning, Adidas used the fame of Angelababy, Zhang Yanning, to be the spokesperson of Adidas Shamrock. Although there were many negative opinions, it was one of the top two domestic female actresses. Signing Hui Ruqi was also in line with this German brand. The Women's Market Repertoire of Sports Discovering Self-story. It is a real test for Adidas, which is the real two-segment market for football and basketball. Romanch believes that many projects that cooperate with the government, especially the Ministry of Education, will effectively help Adidas.
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In Adidas's view, the Chinese market has another major characteristic: the balance between sports and life, that is, Chinese consumers at this stage have been very clear that sports achievements are only one aspect of life. Therefore, in the Chinese market, they must pay special attention to adjusting the balance between professional sports subdivision lines and lifestyle lines such as football, basketball, and running. Obviously, these newly registered Chinese professional athletes can take care of both. The best choice.
Even though there have been strong rises in new brands in the past two years, the main lines of intimidating world sports brands are still Nike and Adidas. Among these, the huge Chinese market is clearly decisive. In the past, the Nike camp had two Chinese athletes, Liu Xiang and Li Na, who could afford the name of a super star. Nowadays, Adidas believes that it has found a shortcut to deal with the rapid development of the Chinese market and has signed professional spokesmen for professional athletes in China. So, after the counter-attack in 2016 has returned from the rising trend of the whole line, will Adidas still maintain such high-speed growth in 2017?
At least, in the first month of 2017, the German brand ushered in a “good start†for a segment of the market: According to the latest report released by the market research company NPD Group, overall sales of the running shoes industry fell by 3% in January 2017, and Adidas Has become the only brand known for sales, relying on Ultra Boost, NMD shoes and other high fever does not retreat, when the Adidas sports shoes sold more than doubled.
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