国际市场营销战略分析adidas

Adidas is a German sporting equipment company founded by Mr Adolf Adi Dassler in 1920. in fact adidas is founded by 2 persons , Brother Dassler, but Adolf’s brother Rudolf left and built an other brand ——puma.

At present Adidas ranked second in the market share of sporting products.

Its AD ——“impossible is nothing” is one of the most famous and successful slogan in business field .and in 2013, it begins to use a new slogan “ all is all in”

If you think adidas just a producer of sporting, you’ll be wrong . Adidas has a rich product line including sporting clothes , shoes, bags watches even perfume ! Over the past century, it Aims at provide richer and better quality products for its customers from all over the world

The products of adidas are always famous for their high quality and technology . that is intimately linked with its Germen background . as we all know German are famous for their rigorous and high efficiency. Maybe adidas only in Germany can be called adidas , because of their culture have many similarities .

Adidas is good at producing sports products. Its products are welcomed by consumers

all over the world, including China. But the positioning in China is different to other countries. Adidas is shopping products in foreign countries but specially products in China.

If adidas is a brand in maturity , there no doubt that it belongs to growth stage in China.

If you think adidas just have the logo of “three line ”, you are wrong . In fact as an expert in sports, there are also many fashionable factors in adidasi . for example , they have “adidas

“adi-performance” . relative to traditional brand “adi-performance”classic”,”adicolor”,

the other brands focus fashional clothing . And it also has a famouse co-branding by combining with——Yohji Yamamoto—— a Japanese designer

In terms of product localization , adidas can hire Chinese designers and let them take part in the designing . At the same time , it need a market survey to learn which kind of product consumers need. You know, as a country with long history , China has various culture factors ,

such as Beijing Opera , embroidery, panda , and so on . All of these things are very suitable factors for designing adidas’products aiming at Chinese.Only in this way can it close the distance between consumers.

设计元素

Price

In western countries , especially its home ——Germany, adidas is a normal shopping product. Because of some other factors like tariffs, the price of adidas is lower. People can buy goods according to own hobby instead of considering the price. In fact Germen don’t think adidas is luxury. But But the opposite in China, more and more young people even are crazy for every kind of products from adidas .

As we all know demand is an important factor which drives price. The craze to fashion of yong Chinese people stimulated the demand of the Chinese market and

raise the foreign commodity’s price, including adidas .

In fact , although adding the fees to import licenses , adidas still can reap the huge profits rely on the high popularity. In addition to low cost and high pricing, there are other factors rise

the price of adidas , such as the inflation in China or interest rate. And we must n’t ignore the large amount of resellers , they get the profits by selling products to next consumer in a higher price.

But we must know , most of products of adidas are made in China, so their cost even lower than in German. So adidas prefers choose market skimming pricing to get biggest

profits they can .

And the opposite of what it thinks , with the addition of rational consumers, the pricing strategy isn’t a secret .People do not want to buy the same products with a higher price

than other countries. More and more consumers begin to suspect there are price discrimination in the process of sales. They also think manufacturers’ profit margin is too large and it has doing something illegal which includes deceptive pricing and price-fixing.