Adidas Opens Up China'S Mass Market

Running is seen as the mainstay of the new strategy of Greater China in 2020, but there is no weak in the hot running market.

In the recently concluded Beijing marathon, data statistics show that the most popular running shoes series, Boost, which Adidas considers revolutionary technological innovation is only fourth, is somewhat embarrassed compared with its seven year sponsorship status.

"Running is one of the fastest growing products under the Adidas brand. From 2010 to now, Adidas has benefited greatly from its running in China."

Marc Leroux, vice president of sports performance market in Greater China, told reporters that in recent years, the running industry has achieved rapid development in China. Almost every day, there may be a running event or activity in some place in China. People who sponsor Adidas sports events such as the Beijing marathon and Shanghai International Half Marathon are increasing year by year. These are enough to prove how hot the running is.

Running has become a prairie trend in China. The whole sports industry has concentrated on this field and has benefited from it.

Lining,

XTEP regards running as the core area. Taking XTEP as an example, XTEP's footwear revenue increased 16.3% in the first half of this year, and its gross profit margin increased to 44.2%, mainly due to professional sports running shoes being favored by consumers.

The Beijing marathon is the best running event in Adidas's eyes, Marc Leroux said. "Sponsorship for seven consecutive years" will definitely require a certain amount of investment, but for Adidas brand and running category, we have made huge investment returns.

"In the second quarter, the sales of Adidas and its brand grew by 25%, thanks to the two digit sales growth of running, football and training series, and the promotion of Adidas sports classic series and Adidas NEO series.

But for marathon runners, Adidas needs to work harder if it wants to be more popular.

On the day of the Beijing marathon, the yuewan running circle counted the data of nearly 20 thousand players, of which nearly 8000 players tagged the brand number of their running shoes. Based on this calculation, the most popular TOP6 series were ASICs GEL-KAYANO, asics GT-2000, asics GEL-NIMBUS series, Adidas Boost ranked fourth, fifth saucoy ISO, and sixth Mizuno Mizuno saucoy.

This is echoed by the most popular 10 brands of running shoes. ASICs topped the list with 41.26%, while the remaining nine brands were less than 10%, while Adidas ranked second at 9.08%.

According to the statistics of Yue run circle, there are 17 running shoes brands in 5 hours. Although the share of Adidas has increased over the past year, asics ranks first in the Beijing marathon runner.

In the random survey of North horse players, the function is the first element of choosing running shoes. ASICs, Mizuno, saucoy, UA, Brooks and other smaller professional runners become popular brands in the running circle.

In fact, for years, sponsorship has a 35 year history, and is still the best marathon North horse in China, and Adidas seems to want to pry open the mass market rather than stay on the list of professional runners.

"Most of the runners in China run for entertainment and leisure, and 80% of them have just started running in the past three years."

Marc Leroux believes that most runners use running as a way of recreation to stay healthy and relax, or to make new friends by running groups like Adidas cool running group.

Female runner is one of the fastest growing groups in running.

Women are becoming more independent and sports are becoming more and more involved.

In the new strategy as of 2020, "we will expand our retail network and cooperate with distributors across the country to open more shoe stores.

"Marc Leroux said that in the next few years, more running stores will be opened, including not only Beijing, Shanghai and other first tier cities.

China's core cities such as Chongqing and Xiamen are also the battleground of Adidas's running strategy.