Adidas lost China, what was wrong?

The news of Adidas' defeat in China rushed to the hot search at once, and the relevant brands also said that it was incredible, and the CEO of Adidas blamed the epidemic and the "mistakes" made by Adidas in an interview.

The number of Adidas stores in China is declining sharply, and there are very few consumers who shop online or offline.

In March last year, the Xinjiang cotton incident was in an uproar, and many foreign brands have issued articles to boycott the Xinjiang cotton incident, but they did not expect to stand on the wrong side, Adidas lost thirteen spokespersons overnight, and issued a boycott after the incident, and did not publicly apologize. After this incident, many consumers said".I want to make money from the Chinese, but I don't respect the ChineseMany people are secretly determined to resolutely boycott brands such as Adidas and Nike.

Today's consumer perception is constantly changing, people know the reality of society, and they know what is most important as a citizen! Supporting domestic brands is not just a slogan, more people will prove it with actions. To a certain extent, brands such as Adidas and Nike have moved their OEM factories from China to Vietnam, which makes the people more chilled, wanting to make money from Chinese, but not allowing Chinese to make money, what is the reason?

Not only that, Adidas does not understand the Chinese market, nor does it know the needs of today's consumers, people do not pursue luxury and high-end goods, but pursue good quality and good service attitude!

The mistake is that I want to make Chinese money, and I want to smash the Chinese's bowl, and I don't respect Chinese consumers at all.

Generally speaking, it is an insult to China, and it does not respect Chinese consumers, does not adopt a better attitude towards Chinese consumers, and always looks down on Chinese consumers.

Adidas, a sports brand that was once popular all over the country, is now gradually declining in market share, and it can be said that it has collapsed across the board in the Chinese market, so why has the original first-line brand gradually become the last stream? This is related to the changes in the current domestic market conditions, and it is also related to the business strategy of giving their own brand. <>

The business environment of the domestic market is gradually changing, and it turns out that these foreign brands are very popular in China, that is, everyone thinks that foreign brands are very high. Even if it is very expensive, everyone thinks this thing is really good, because young people have a good face and think that this thing is a little more expensive, but you can buy it when you wear it, then it is different now, and now domestic brands are gradually rising, and more and more domestic brands appear in people's field of vision. People are starting to recognize these brands, too.

I also think that these brands can be considered, **affordable, and the product quality is also very good. <>

The change of this brand itself is this brand, it rarely engages in activities, **expensive, the original wave of people have a very good face, young people are now gradually growing up, working by themselves, making money by themselves, and knowing that it is not easy to make money, a pair of shoes costs more than 1000 yuan, do you think it is worth it? If he is not worth it from the perspective of normal use, if from the perspective of the back, spend 2000 yuan to buy a double ag, are you more faceful? Buy a sports brand Adidas, what do you want?

Isn't that the reason? His ** is too expensive, the key brand often engages in activities, a pair of shoes may be 200 yuan, but this brand ** has increased by 5 times. <>

This also proves the gradual rise of domestic brands, which is a good change for ordinary consumers, because foreign brands are not our brands after all, no matter how good they are, no matter how much money you spend, they will eventually go into each other's pockets, while our domestic brands spend less money, and you enjoy the same quality, or even better quality. This money will eventually become a part of our national economy, which is also a good thing for the overall economic development, and everyone can be regarded as making some contribution to the development of the public economy.

I have to say that today's Chinese people really support domestic products, so there are many people who refuse to buy the Adidas brand, I have never bought this brand personally, and it is also very expensive.

Mainly because they did not manage well and made wrong judgments, coupled with some bad information before, they have been on the cusp, coupled with the epidemic, which has led to a very large decline in sales, and now they are in a very bleak situation.

Because it had boycotted Xinjiang cotton before, consumers had a certain resistance to it, and many of its products were unqualified, and it also lost a lot of consumers.

According to ** report, Adidas' revenue in Greater China has been negative for five consecutive quarters, which has had a serious negative impact on Adidas, and in the face of such a situation, Adidas's CEO Rorsted also had to admit that Adidas did "make mistakes" in Greater China. In fact, the dilemma that Adidas is facing now is not only that their Adidas sales in Greater China are declining, but also that Adidas does not have an advantage in the global market; When Adidas has no advantage in the global market, and because Adidas offended Chinese consumers on principled issues, it triggered a spontaneous boycott from Chinese consumers, and they have to face many problems.

The dilemma faced by Adidas is the decline in their revenue in Greater China, because of a series of reasons, the current Adidas does not have the same market advantage as in the past, in our huge domestic market, with great potential, Adidas has no product advantage, and there is no ** advantage, in the past, it can also enter the market with brand advantages, but now this advantage has also been broken by their distortion of the facts.

In addition, Adidas is facing the dilemma of low quality and substandard products, and this year alone, Adidas was fined according to law for producing and selling substandard products and shoddy products. These negative news made many consumers who originally had a trace of expectations for the Adidas brand retreat again, and many consumers were "persuaded to quit" because of Adidas' inferior products.

Finally, Adidas is also facing the impact of many competing brands, some brands that are very similar to Adidas products, are more cost-effective than Adidas, have a better brand image than Adidas, and respect consumers more than Adidas. The above three points alone are the three points that Adidas stepped on.

Adidas could decay anywhere. Because its products and marketing model are still old-fashioned, he is now facing a dilemma, not only in China, but also in the world.

Indeed, yes, it is very difficult for this company to develop in China now, and it will lose our Chinese market, in fact, their market is relatively narrow.

Adidas, as an international first-line sports brand, has a lot of differences in the share of the international market, and it can be said that three years ago, the market share occupied in our country was not enough for many domestic brands combined. However, in recent years, the market share has gradually declined, and even the situation of a rout across the board has occurred, and the future development is naturally not optimistic. <>

A brand is not developing very well now, this is not important, the important thing is what everyone thinks of this brand? Do you agree with this brand, and do you feel that this brand products are worth buying? This kind of trust between brands and consumers, just like the current Huawei, although his market share in the first quarter and second quarters may not be 5% of the world, but everyone still thinks that Huawei has many domestic mobile phone brands that are more powerful, which is a kind of recognition in the hearts of the masses.

As long as everyone maintains this identity, the brand will eventually hope to return to the top, and the current Adidas no longer has this identity. <>

Don't say anything about political positions or bad remarks, this question is simply the quality of the product, is the quality of his product really that good? It's so good that it's worth spending 1,200 yuan to buy a pair of shoes, and I don't think so. If you are from the perspective of daily life, many domestic brands can fully meet everyone's needs, a pair of shoes 200 yuan, you wear two years or three years no problem, although these brands are domestic brands.

But they are also among the manufacturers of shoes and clothes, and they have survived through many competitions, and they also have their own skills, otherwise they would not have been able to persist and would have been eliminated long ago. <>

As for buying more expensive shoes and more branded clothes, it is obviously not considering Adidas as a sports brand. Really rich people, he will not choose to spend 1,800 yuan to buy this kind of sports brand, there are a lot of tens of thousands of clothes of high-end customization, for them is not bad money, it is even more impossible to buy this kind of clothes if not bad money, so in the case of the gradual disappearance of trust between the brand and consumers, it is too difficult for the brand to return to the top, even if he makes strategic adjustments, it is just to gradually regain a part of the market share, and it is basically impossible to return to the top.

I'm not optimistic because I don't think the brand values the Chinese at all.

The first point, I think the future of Adidas in the Chinese market is definitely not very good, and the second point is that there has been such a situation that the public does not buy it, and Adidas will face a phenomenon of elimination.

I am more optimistic, although they have failed now, but they have learned a lesson, and they can develop well in foreign countries, and they can do the same in China.