国际市场营销战略分析adidas

介绍

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 .

产品products are welcomed by consumers Adidas is good at producing sports products. Its other different to China world, including China. But the positioning in is the all over 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.

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

”brand “adi-performance adicolor”, “adi-performance” . relative to traditional ,classic””by has a famouse co-branding focus the other brands fashional clothing . And it also Japanese designer——Yohji Yamamoto——a combining with

In terms of product localization , adidas can hire Chinese designers and let them take part in the product learn which kind of market At designing . the same time , it need a survey to

as a country with long history , China has various culture factors , consumers need. You know,

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

between consumers.

设计元素

Price

shopping normal home In western countries , especially its ——Germany, adidas is a tariffs, the price of adidas is lower. People can some other factors like product. Because of

t think 'buy goods according to own hobby instead of considering the price. In fact Germen doneven are crazy adidas is luxury. But But the opposite in China, more and more young people

for every kind of products from adidas .

to demand is an important factor craze which drives price. The As we all know

fashion of yong Chinese people stimulated the demand of the Chinese market and

s price, including adidas . commodity' raise the foreign

reap the huge profits In fact , although adding the fees to import licenses , adidas still can

In addition to low cost and high pricing, there are other factors rise high popularity. rely on the

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

their cost even But we must know , most of products of adidas are made in China, so

lower than in German. So adidas prefers choose market skimming pricing to get biggest profits they can .