Adidas Got a Steady Development Again in Chinese Market

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li yanAdidas launched the latest global brand promotion activity called “All Adidas”, which was crossed the boundaries of age, gender and sporting events and abstracted out a kind of life attitude.

“As for nowadays consumers, their consuming features and habits begin to appear complicated changes, for example some people are more fickle in affection, willing to try new things, and some people previously were engaged in only one sport, but now may be engaged in many sports”, which was said by an executive of a domestic sporting goods company.For example, a middle-aged white collar consumer might be a football fan and could play football if possible, at the same time also regularly attends badminton activities organized by the company. On weekends, he still accompanies his family to go climbing. Sports activities are not only one people’s movement, but also have increasingly become a kind of socially relevant tools and methods.

Therefore, after performance recovery and getting a firm foothold again in Chinese market, Adidas also has begun its brand promotion journey, which emphasizes the relationship among products and the relationship among brands, and which is no longer the boundaries of one another.In March, 2011, Adidas initiated the latest global brand promotion activity called “All Adidas”. Except for football and basketball stars, Chinese famous film stars also appeared on the scene. Adidas hoped that via setting foot in different fields, including sports, music, fashion, etc, the brand’s attitude towards sports, culture and life could be expressed. Adidas used the example of FIFA World Player, Lionel Andres Messy. He was diagnosed with skeletal growth hinders due to growing hormone’s deficiency when he was eleven years old, but this hasn’t obstructed his love for football and finally he turned into one of the most distinguished football players via arduous efforts. Therefore, great enthusiasm is required for everything you do, and this kind of enthusiasm derives from your inward faith.As a matter of fact, “All Adidas” is spanned over the limits of age, gender and sporting events, which was abstracted out a kind of sports spirit, a kind of attitude of living. Obviously, in future strategy, Adidas has laid more stress on various sporting resources under a comprehensive flag and no longer unilaterally emphasized a certain sporting event or a certain type of consumers.But, every change means new risks. Certain contradictions also exist between adhering to oneself and crossing the boundaries. This German enterprise has consistently been well-known for offering precise and professional sports equipments since 1920, and nowadays it is beginning to stress the integration of sports and vogue. Not only does it mean that it will spread more battles in future with brands, like Kappa which has already combined sports and fashion successfully, but also means that it may attend one thing and lose another because of its inattention during the contest with the global boss, Nike. After all, every extension of brand’s connotation is an adventure. The original intension might be forgot if goes too far. Achieving counterattack by taking advantage of the rival’s slips, Adidas might make the similar mistake once more.

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