Adidas Expands Its Business In China To Win Over Lining Nike

The German sporting goods manufacturer announced on 16 th that it will open 500 new stores in China next year, and will increase its product distribution destination from 500 cities to 2500 cities as of 2015.

Adidas advanced

Adidas hopes to touch more high-end consumers in China. They live in big cities like Beijing and Shanghai and spend more on clothing than people living in two or three tier cities.

Gao Jiali, Adidas's senior vice president of marketing and sales, said that Adidas will also try new strategies in the saturated market of sports products stores, and Adidas will design stores based on products that target consumers are interested in, Colin Currie.

Adidas, chief executive of Herbert Hainer, said in an interview that China is an important market for us, and consumers want to contact our products.

After one and a half years of decline in the Chinese market, Adidas has been trying to regain its popularity among Chinese consumers, so it is now ready to expand in China.

On the eve of the Beijing Olympic Games, the German company supplied too many supplies to retailers and was forced to withdraw their stocks.

Meanwhile, rival Nike and China's leading sportswear manufacturer Li Ning Co have become more powerful.

According to Frost & Sullivan, a market research firm, in 2009, Nike and Lining occupied 10.2% and 10% respectively, and Adidas accounted for 9.6% of China's 93 billion yuan (14 billion dollars) sports apparel market.

Haina said that we are working on a plan to win first.

In the three months to September 30th, Adidas's income increased to 3 billion 470 million euros from 2 billion 880 million euros in the same period last year, an increase of 20%, partly thanks to the world cup.

Sales in China rose by 9%.

In the same period, the company's net profit increased from 213 million euros to 266 million euros, an increase of 25%.