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 'llbe 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 worldThe 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 .甘口广口口Adidas is good at produci ng sports products. Its products are welcomed by con sumersall 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 thi nk adidas just have the logo of f hree line ”,you are wrong .In fact as an expert in sports, there are also many fashionable factors in adidasi . for example , they have adidas classic ”，"adicolor ” ^di- performanee ”. relative to traditional brand adi-performanee ” the other brands focus fashional clothing . And it also has a famouse co-branding by combi ning with Yohji Yamamoto -------------- a Japa nese desig nerIn terms of product localizati on , adidas can hire Chin ese desig ners 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 distanee betwee n con sumers.设计元素PriceIn 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 accord ing to own hobby in stead of con sideri ng the price .In fact Germe n don 'tth ink adidas is luxury. But But the opposite in China, more and more young people eve n are crazy for every kind of products from adidas .As we all know dema nd is an importa nt factor which drives price. The craze tofashi on of yong Chin ese people stimulated the dema nd of the Chin ese market and raise the foreig n commodity's price, in clud ing 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 in flatio n in China or in terest rate. And we must n 'tig nore 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 tha n in Germa n. So adidas prefers choose market skim ming pric ing to get biggest profits they can .And the opposite of what it thinks , with the addition of rational consumers, the pricing strategy isn 'ta 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 pricediscrim in ati on in the process of sales. They also think manufacturers ' profit margin is too largeand it has doing something illegal which includes deceptive pricing and price-fixing.Although have to face the huge pressure from con sumers , I don 'th ink it will cutthe price and be in price war with others. Because it will damage the image and makes Adidas become a no rmal compa ny and stay in the same level with Anta orLi ning无需减价Promotion 促销Because of adidas is a famous brand and enjoy a high reputati on in China , it 'sunn ecessary to promote every mi nute like other local bran ds. The promotio nal tools it uses most freque ntly in Ch ina is advertis ing.The frequency of the adidas 'television advertisement is not very high, because it doesn 'tneed pay too much money but also receive the best effect. Every advertiseme nts are very creative, and the same time , there are many famous star from sports and entertainment circles, such as Eason Chen and David Beckham. It' rather film tha n advertiseme nt, that is why many young pers ons like these ad. The reasons for the success of adidas is it has clear mission, sufficient fund , rich messages , good relati on ship with media and suitable measureme nt.Of course , there are many other kinds of promotio ns, but adidas apply it rarely, such as public relations, personal selling and sales promotion. Maybe the head of adidas think using these promotions will damage the imagine of company . That is because the local companies can 'bring good shopping experience through these promotions. In China, more promotions means more rebates, that is the local factors which adidas can ' a d apt.Therefore , the gaining of promotions means the decrease of profits, so advertisement is the main way of adidas to promote.Of course, Adidas can make some change in the specific content details,as inven ti ng publics or kids to be a part of advertiseme nt. It also can don ate a part of profits to the athletes n eed help. In this way , adidas can close the dista nce with con sumers , establish a better image and cultivate pote ntial con sumer groups, occupy future market ”邀请广告Place of distributi on 分与肖No mater what kind of product, they will be given to customers in the end, so the developing distribution is very important.Adidas has unique system of distributi on , a large amount of in termediaries, various distributi on cha nn els.Develop ing distributio n is the dema nd of large amount con sumers and huge n eedi ng in Chin ese marketing . As a producer , adidas limites the supply of some special edition, so the Requirements of consumers aren't met . that is hungry marketing.The distribution of adidas have many different kinds, such as direct marketing channel , indirect distribution, distribution marketing channel , business marketing channel ,and customer marketing channel. It choose most suitable distribution channel according to the condition of local market.As I mentioned above , a part of reason of adidas is very expensive in China is there are too many retailers, agents and wholesaler . these agents take a part of profits and increase the cost. With the development of the electronic commerce, adidas build its flagship store in T-mall JD, and other famous net. But it must solve many other problems such asorders ,processing ,warehousing ,inventory ,transportation, and many other questions.We must know many kinds of limited editions only can be brought in other countries, and the products in China almost are designed in few years ago. It 's unfair obviously to the consumers who buy adidas for fashion . In my opinion , adidas can learn Apple , regards China as a platform for issuing new products. Only in this way can adidas give unforgettable consumption experience.苹果发布限量版S elega nt Europea n aristocratAs an established sporting brand, Adidas has 93 years history, it 'sone of the oldest brands in sport market. In the recent hundred of years, it always be engaged in improvement and innovation. In my opinion, it is most be proud of its history and culture, especially to their biggest competitor ——NIKE! Adidas is the earliest supplier of sport ing products, and they are good at improvi ng brand imag ine with the help of large sports eve nts such as Olympic Game. Since 1972, it became the The spon sor of the Olympic Games. In the Olympic Games --------- the biggest concern sport game, it promotes their products and brand image very well. That means, whe n every athlete who makes the podium wears the cloth with the logo of Adidas. In this mome nt , its logo shi nes like gold medal.As the same time , it also builds up a good imageIn every consumer ' mind , Adidas is winner who represents the culture of victory . This is the biggest advantage of adidas I think .Adidas is the aristocrat of sprotingOf course, its tech nolge is very adva need , i ncludi ng CLIMACOOL, Clima Warm, A3, TRAXION and so on .You'll be wron g, if you think these tech no logy just have a cool n ame .In fact , every tech no logy are created by comb ining with high tech no logy and feedback from athletes . they really can Bring you a better experienee. Such as “limacool ” can dry the wet shirt very quickly . climawarm help you defense low temperature even you just wear two thin shirts. Again for in sta nee, TRAXION can Improve grip through desig n a kind of The sole with special gra in.W 劣势lifeless olderOfficial "as the most obvious characteristic of adidas restricting its development on some level.I mean that covers its individuality. That is the reason some young consumers don't choose Adidas . Consumers now, especially young consumers , have higher request of products' individuality and they are more dependent than any time before. That is bad for a company stresses team spirits . Young always represents a rebellion, young like unique style products, and they are not In terested in team sprits --------------------------- the esse nee of sport.. but opinion of some young people : Relyon the team is a sig n of in compete nce makes adidas whose advertiseme nt explai ning team sprits in trouble.In some Chin ese young pers ons 'eyes: if NIKE is a adult adidas is an oldma n . As the gap betwee n un cle McDon ald's and gra ndpa of kfcOpport un ity a fleeti ng opport unityWith the development of Chinese economy , chinese are richer than any time before, and they pay more money on consuming . When they realize the importance of health, the Chinese are willing to in vest in sports equipme nt. In the school , the amount of stude nts weari ng nike or adidas is larger and larger . they have bey ond sports, represe nts the fashi on and altitude of lifeNot only did these sport ing brands appeared on the sports field, but on the party .If you concern about news , you 'll find that most local sports brands in china Face with difficulties. so many goods wait ing be sold in their warehouse .These n ative products had brought great threat, but now , they have to face many troubles such as sales drop, Inven tory in crease.Many companies have to sacrifice brand image and give up some of their profits with the cost of maintaining operation, they have no time compare with adidas . This phenomenon reduces the barriers for adidas ' developme nt in China.because of The existe nee of Nike The disappear of n ative competitor does n 'tmea ns competitio n of sports product decreases,T the opp onent from AmericaIf adidas can be Like n to an axe , n ike is a sharp knife . opp onent of adidas In the competiti on for globalmarkets. made by adidas ,nike must be sold in next door. product ion line. The product made by n ike is as goodadidas must devote much atte nti on on NIKE and providea cause to persuade con sumers buy their product.When we go to the shopping mall , we always find the price of adidas is more expensive than local brand. So many con sumers especially many stude nts must choose lower price brand as Lining Anta. Obviously , they loose many customers. I think a part of reason of this problem is as a foreign company , it must face some trade barriers , mainly tariffs.over the years, n ike is the most powerful half-jok in gly say ,if you buy a shoes That because of nike has the similar as n ike's,wether style or qua ntity. So建议Although the sales and profits of adidas in China are increasing quickly , there are many problems .As we all know , Chin a's manu facturi ng in dustry is very developed, but the related law is n 'very sound. These con diti on makes many fakes are sold to con sumers especially poors. Many illegal ven dors sale addidas which just value few doze ns of yua n . these fakes has huge gape betwee n bargains from adidas, no matter price or quality. So I suggest adidas cooperates with our gover nment to threate n the mercha nts which sale and make fakes.I believe that only in the case of fake goods are bann ed, adidas can get the Chinese trust and recognition by the changing itself . China is entirely possible to be the biggest sporting market by large amount of fans and consumers ' high level of in tegrity . 结束语。