Adidas had Experienced Rapid Growth in Sales Market

After being experienced short contraction of high stock crisis, the world's second sports products' manufacturer has come back to the growing runway. Years later, people will view 2008 Olympic games as a dramatic turning point in the field of China sports products market. Adidas didn't get championship in Chinese market like it was swore formerly, instead, it was surpassed by Lining. After the blowout accident failed unexpectedly, all sports goods manufacturers were overwhelmed by huge inventory. Thus Adidas began its one-year long recession, but local brands flourished very fast. Lining, Anta, PEAK, XTEP etc all showed strong growth in financial statements and people assumed that a new era has started.
But now the situation is being turned back. At the end of 2010, Adidas announced its ambitious plan leading to 2015, which will extend from 550 cities at that time to 1400 cities, including cities with a population of fifty thousand to five hundred thousand and 2500 new stores will be added. The result of this swift expansion was directly reflected in the semi-annual of 2011: sales in great China area has been increased 38%, reached to 552 million Euros, and rose to a historical new high in this area. Adidas great China area's managing director, Colin Currie said with pride to "Global Entrepreneur" that "we evoked the dealer's confidence once more what they feedback was Adidas is back again.
The situation of opening stores swiftly is familiar. As early as 2006 to 2007, Adidas had experienced this kind of rapid growth, with more then 15% year growth rate. But in 2008, due to single-stores' poor growth, the global CEO began to reflect on whether they should pay attention to quantity rather than quality, thereby the speed of expansion was slowed down. The following bad condition is needless to say. Lots of money was spent to sponsor 2008 Beijing Olympic Games and another market eruption was being expected by Adidas but the subsequent economic crisis which they didn't anticipate, ruined their great expectation.
Being experience sales low growth or negative growth, this emulative contestant has consecutively hibernated from 2009 to 2010. Huge inventory was cleaned; tense relationship with dealers was repaired in order to gain closer cooperation; Regional structure was adjusted and products strategy was combed again.
Lining, at one time exceeded Adidas and transiently won the second place in China market, gets into trouble at present, so Adidas has determined to carry out a all-sided counter offensive through this chance of capturing the rival's soft rib, driving into low-line cities, which are the rival's previous advantageous positions. Adidas' careerism didn't change: exceeding Nike and being the first in China market. "The metaphor I could use is when I am driving, the engine is broken, but I can't stop to repair it slowly and then come back to the road. No, it is impossible to do this because all people in the market are driving at a high speed" Adidas senior sales vice president told "Global Entrepreneur".

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