Adidas brand to China sounded the alarm

 Adidas brand to China sounded the alarm bell, the adidas Group sales in the first quarter to 2.577 billion euros, down 1.7% in the second quarter was 2.45 billion euros,UGGs, up by 2.5% in the third quarter of 2.888 billion euros, last year compared to 3.083 billion euros, down 7%. Third-quarter gross margin decreased 3.7% year on year, down to 45.3%. Since last year, agents Belle closed about 50 stores Adidas,UGG boots, agents Daphne 20-30 or so off the Adidas store, the total number of domestic agents may be closed more than 100 stores. In the second quarter, Adidas in China and Japan in the Asian market, sales fell 9 %,Discount UGG boots, the North American market fell 11%, down 8% year on year in Europe, Latin America rose 19%. Adidas brand in the world has been overwhelmed by the global financial crisis, the key is playing a large decline in value abroad, leading to sales in Asia prices also fell, indicating that the conduction system in Europe and America strong price transmission to Asia, to the globalization of Chinese brands knocked to the alarm. I think the author at the beginning of last year, the global sub-prime crisis will overwhelm the global luxury market. This year the I believe that the high end of six months,Bailey UGG boots, two-thirds of consumers into the mid-range consumer market, one-third, the fifth channel business career blog  
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Z (tourists): used to good, indeed (tourists): Yes, indeed Adidas brand to China sounded the alarm bell 2009-11-2118 : 31 - Reading: 31 -
adidas Group sales in the first quarter to 2.577 billion euros, down 1.7% in the second quarter was 2.45 billion euros, up by 2.5% in the third quarter of 2.888 billion euros, last year compared to 3.083 billion euros, down 7%. Third-quarter gross margin decreased 3.7% year on year, down to 45.3%. Since last year, agents Belle closed about 50 stores Adidas, agents Daphne 20-30 or so off the Adidas store, the total number of domestic agents may be closed more than 100 stores. In the second quarter, Adidas in China and Japan in the Asian market, sales fell 9 %, the North American market fell 11%, down 8% year on year in Europe, Latin America rose 19%. Adidas brand in the world has been overwhelmed by the global financial crisis, the key is playing a large decline in value abroad, leading to sales in Asia prices also fell, indicating that the conduction system in Europe and America strong price transmission to Asia, to the globalization of Chinese brands knocked to the alarm.
author wrote early last year that the global sub-prime crisis will overwhelm the global luxury market . in the first half I believe that two-thirds of consumers into the mid-range high-end consumer market, one third of the end consumers into the low-end consumer market, low-end consumer market expanded by 10%. also predicts 50% of the luxury goods high-end market will face the exit, exit Adidas as part of the luxury line market. originally to China to become first-line brand Montagut, Pierre. Cardin, now reduced to second-tier brands. In my opinion, Adidas Next stop is the Montagut, lower the sales price into the second and third tier cities, quit the luxury market, is the wise choice. If we continue to maintain high-end luxury goods, will face the risk of bankruptcy.
problem is, A Adidas is aware of this? from Adidas sales in the third quarter in Latin America increased by 19% of view, might be able to enter the mid-range positioning Adidas inspired way. Since it is mid-range positioning can only enter the second and third line city, the local military and domestic infighting. taking into account the Adidas has a luxury king of the gas will be coerced rounded mid-range market of more than prestige, perhaps Adidas Flowers fall to the true portrayal.
this example by Adidas, the international brand for China pointed out the direction the road. Our mid-range products can only be sold into the secondary and tertiary cities developed countries, China's low-end products to developed countries only town, the community to sell. The theoretical no not sell products, fear not find the accurate positioning of the market. Since each country, every continent has a low level of consumption in the market, more opportunities. Therefore, our export products will have to match the market position that thinking.
some domestic company CEOs, thinking that their products can not apologize for entering the international first-tier cities, as if the circle of our products can not be scored on the disheartened. In fact, this is a wrong understanding of mid-range mid-range consumer products can only enter the foreign city, people rushed into the foreign front-line cities, is certainly wrong. as product positioning and market orientation does not match the grade, the mid-range products to sell into the high-end consumer market, not Accreditation is granted. However, domestic entrepreneurs are not convinced mind, why? they think their own brand of product quality is not worse than the world, we sell cheap, can not sell.
my opinion, this is actually kind of subjective, because the hearts of foreign luxury consumers desire to buy an upper class brand products are recognized to enhance the status, rather than by the quality to enhance the identity. The entrepreneur is the sigh of the product quality of the brand is not bad, excellent price advantage, in fact, forget the key social acceptance into unrequited love.
, the Chinese entrepreneurs how to promote Chinese products recognized by high society in the West do? In my opinion, this is not just sales channels, because the Western understanding of consumer psychology has not changed, psychological decision behavior, psychological change, how can the decision behavior? and this is through the cultivation of psychological stars, politicians, big-leading role model in order to produce sheep group effect, and ultimately reverse the social exclusion and psychological and become psychological worship. At this time, is the sales of international brands the opportunity, so, first cultivate our international brand market, rather than blame the market is not recognized, because there is no domestic entrepreneurs think of worship of the market to cultivate.
Therefore, worship of training is the key. In addition to a model walk the road leading elites, there are other road to take. such as how to craft elegant, raw materials, scarcity of resources on how to choose quality to the hard-won, and so on, this is the selling point. can be digitized, sample of authoritative research report card, etc., to create high-quality hard-won N-link, and then use various types of media delivery advertising, which is the worship of the second training method. how to increase the multi-functional, dual-use and other innovative ideas, buy a product, there are two or more applications into one input, two returns, this is the key. such as autumn, during the trade fair, Christmas toys have a model that pillow into a pillow to reduce purchases of parents and children to sleep and ease, especially after the financial crisis, how to achieve value for money, is to train worship psychology third method.
drafting this point, we find, Adidas brand to continue to take the high-end market is a dead end, take the side road and into the mid-range consumer market is the way out. what grade level the brand must be what the consumer market match is the way out, Montagut, Pierre. Cardin fall into the second-rate brand, then enter the second-tier cities are way out, no wonder Pierre. Cardin appeared in China, second-class domestic products to foreign markets have to sell is the right way. If you really want high-end market into the international first-tier cities, not the sales channels,bailey button Ugg boots,  but rather how to make the top consumer groups in Western psychology of social worship, is the key. However, domestic entrepreneurs are stuck in thinking, poor quality of domestic products in the international brands, as long as the foreign first-tier cities has mainstream sales channels, selling price will be able to open up the situation this low level of awareness on unrequited love. Therefore, I believe that Chinese entrepreneurs to sell products from the thinking necessary to sell into the market thinking, is the way the global Chinese brands win.