Adidas Betting On Hongkong Market

Though many

And the brand's performance is not ideal, but Adidas is still optimistic about the potential and consumption power of Hongkong market.

Following the ten year golden growth period and a slight decline in 2014, Hongkong's retail industry ended in a fall in 2015.

According to the data released by the statistics office of the Hongkong Special Administrative Region government, the value of total retail sales in Hongkong in 2015 decreased by 3.7% compared with the same period last year, down 10 months, or more than the 2003 SARS epidemic.

In the more than 20 categories of retailing, clothing fell by 7.2%.

Despite the fact that many retailers and brands are not doing well, Adidas remains optimistic about the potential and consumption power of the Hongkong market.

In April, Adidas Hongkong brand center was officially opened.

This landmark store is located at the golden street corner of 36 Queen's Road Central, Hongkong. It was originally a Coach (Coach) central store, surrounded by luxury brands and high street casual wear brands. It is the first and the world's sixth brand center in Hongkong, Adidas.

The brand center has three floors, with a retail area of about 6500 square feet, becoming the largest sports brand store in central.

Gao Jiali, managing director of Greater China in Adidas group (ColinCurrie), said: "we have always been confident in Hongkong market and optimistic about the market prospect.

Adidas Hongkong brand center will meet all consumers' needs one stop. "

Core cities accounted for more than 50% of business.

The establishment of the Hongkong brand center is not only a major investment of Adidas in Hongkong, but also a commitment to become the best in the Greater China region in 2020.

Part of the strategic vision.

Not long ago, Adidas announced the new 5 year plan. In the strategy called "Creating the New 2020Greater China" in 2020, 23 cities such as Hongkong, Shanghai and Beijing were listed as the core cities. In the future, these cities will reach more than 50% of their total business, and the continued development of subdivision stores in these cities will become one of the strategic priorities.

According to Adidas's 2015 earnings report, the Greater China region overfulfilled its target set 5 years ago with a total of 2 billion 470 million euros (17 billion 733 million yuan). Its revenue grew by 17.7% over the same period last year. Maori run up to 1 billion 411 million euros (10 billion 130 million yuan) in Greater China, a 38% increase over the previous year.

Although the specific data in Hongkong market have not been released, Meng Shuman, general manager of Hongkong group of Adidas group (SimonMillar), told reporters: "in the past few years, the growth of Adidas Hongkong's business has been gratifying and has not been affected by the economic downturn, which is synchronous with the growth of the Greater China region.

If I score according to 1~10, I think it is 9 points, whether brand building or business growth.

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Overall, sports performance series accounted for 75% of Adidas's Greater China sales, and played a major role in boosting.

At the same time, the series of NEO and sports classic series, which are aimed at fashion and leisure groups, is the competitive advantage of Adidas, which is different from other sports brands, and its sales have achieved two digit growth.

Adidas currently has six brand centers in the world, located in New York, London, Paris, Shanghai, Beijing and Hongkong, of which more than half of the Greater China region.

The latest store concept has been applied to the brand center of Hongkong.

Among them, one and two levels are sporting goods area, covering running, training, football, basketball products and Adidas by Stella McCartney sports performance series.

The two floor uses Adidas's concept of "homecourt". Consumers seem to be in the playground. Even the fitting room mimics the decoration style of the locker room.

The third floor is the Neighbourhood store of Trifolium sports classic series. Adidas will work with local artists in Hongkong to create a sales space for street fashion products.

In the store, a brand consultant who has sports knowledge and experience is hired to provide professional advice and consultation for consumers.

The brand center has an all interactive shoe bar. Shoppers can view all kinds of information on two large touch screens and find the shoes they want quickly and easily.

In order to display products with innovative features and technological content, the brand center has launched special edition new products and personalized services such as mi Adidas.

In addition, the VIP booking service and VIP fitting rooms were also launched, providing personalized one to one service. A special customer service hotline was set up to answer all consumer questions about Adidas.

According to Meng Shuman, in addition to its brand center, Adidas plans to open two large volume flagship stores in Tongluowan and Tsim Sha Tsui this year, and has 23 self brand stores by the end of this year.

At the same time, he revealed that he will open 5 new distributors' stores, and it is expected that by the end of 2016, the number of distributors in Hongkong will reach 48.

Custom made in Hongkong

The goal of Adidas's brand center is to display the brand and products in an all-round way, so that consumers can have a deeper understanding of brands, categories and product lines, so that they can have a wealth of consumer experience, "provide one-stop sportswear and street clothing shopping experience," Meng Shuman said.

For him, the focus of recent work is to achieve frequent interaction between brands and consumers in their daily lives.

For sports industry, a significant change is that marketing has spread from advertisements in the past to the pmission of brand and product information in an interactive way, so that consumers can truly feel and participate in this experience.

All along, Adidas's brand marketing is based on the consumer's position, creating opportunities for brands to communicate with consumers in the most relevant and interactive way.

According to Meng Shuman, most of the time, the role of brand marketers is "how to help consumers" to help them prepare for sports.

In 2015, Adidas noticed that the sports crowd in Hongkong market was large enough. Football, basketball and running were popular. Therefore, the brands organized offline activities and advertising campaigns around these sports.

By 2016, Adidas will continue to participate in the experience of Hongkong strategy while changing, such as increasing investment.

The idea of sports should be integrated into the retail store, and try to organize regular activities and share professional sports knowledge outside and outside the store to help consumers advance in sports.

In addition to offline experience, the brand will launch a new digital virtual experience in May.

"These attempts began in 2015, and this year we will increase the frequency, not only the whole year's big events, but also the regular small-scale interaction, so that brands and consumers will have more frequent communication."

Meng Shuman told reporters.

In addition, e-commerce is another way of contacting consumers. For example, when a store is not open, consumers can buy it on the online business platform. When he finds that there is not a certain size or color in the physical store, he can also go to the electronic business platform to purchase.

"The two are complementary.

Consumers want both online shopping and products and services in physical stores. "

In the strategy of "establishing the new", Adidas's important policy is "speed", which will play an increasingly important role in the competition of sports goods industry in the future.

Adidas will take the lead in implementing its global speed project in its own stores, allowing the product to be characterized by rapid design, store entry and listing. Then it will be extended to brand oriented retail stores.

In Meng Shu man's view, this applies equally to the Hongkong market. "In a smaller market, we can do things more quickly and better understand the effect."