What are the reasons behind Adidas defeat in China?

Adidas' new products are too slow, there are few style changes, there is no innovation, and it cannot meet the diverse needs of consumers. The important thing is that after the Xinjiang cotton incident, everyone is more or less resistant to foreign brands.

Because there are fewer and fewer innovative products from Adidas, and ** has been high, making people feel that the quality of the product is not proportional to the **.

The product is getting worse and the quality is getting worse and the team is getting worse and worse It's time for Adi to be abandoned by Chinese consumers.

Through this incident, we can realize that if we want to open up markets abroad, we must respect foreign cultures and not do things that violate foreign cultures.

Adidas' Chinese market is degrading, and there are many reasons behind the brand's failure in China. Adidas, as a world-renowned sports brand, has not made a good breakthrough in innovation. Adidas was also involved in the Xinjiang cotton incident, which was boycotted by many netizens in China.

Moreover, domestic sports brands are getting better and better, and are favored by many consumers, and the situation that Adidas is facing in the Chinese market is indeed very bad. <>

As we all know, Adidas is a very famous fashion and sports brand that is very popular all over the world. And Adidas's products** are very expensive, a pair of sneakers costs at least a few hundred yuan, and even an ordinary short-sleeved top** will not be less than a few hundred yuan. In fact, the impact on domestic consumers is not very large, because with the development of China's economic strength, the people's consumption level has been significantly improved, and the pursuit of brands is increasing.

Although Adidas positions itself as a fashion brand, it is not difficult to find that Adidas is indeed not very good at innovation, and the new product launch cycle is very long. <>

Consumers' eyes are very vicious, if Adidas wants to rely on the old style to eat the old book, there will not be a good profit, because there are many fashion brands, and the styles are very novel, customers do not need to buy the old style of Adidas all the time. In the uproar of the Xinjiang cotton incident, there was Adidas' participation, but after the outbreak, Adidas, a foreign brand, was boycotted by domestic consumers, and even many netizens in the Adidas live broadcast room made disrespectful remarks, Adidas' sales decline was affected by the Xinjiang cotton incident to a certain extent. <>

Domestic sports brands are getting better and better, especially the two sports brands of Li Ning and Anta, which have brought the national style to the extreme, and there have also been breakthroughs in style. Domestic consumers are also becoming more and more nationally conscious, so they will prefer local brands in brand selection. One reason is that Adidas, as a foreign brand, has a lot of fakes in China.

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, 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.

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 China rout, what is the biggest headache for Adidas at present, first of all, the love for Adidas in China is decreasing, followed by the rise of national brands in China, and then many people prefer to choose Nike, and the other is that Adidas' sneaker style is relatively simple, and it is necessary to elaborate and analyze the Adidas China rout from the following four aspects, what is the most headache for Adidas at present.

First, the love for Adidas in China is decreasing

First of all, Adidas' sneaker style is relatively simple, for the Chinese region, many people due to some of Adidas' marketing strategies have not been very appropriate, so some people began to take the initiative to take off the fan, which is very unfavorable to the sale of Adidas.

Second, the national brand in China is rising

The second is that China's national brands are rising, and many national brands in China are constantly rising, which is still very beneficial to China's development and can help China's economy to take off for a long time.

Third, many people prefer to choose Nike

In addition, many people prefer to choose Nike, and for many people, they prefer to choose Nike, mainly because Nike has a large appreciation space, and the brand value that Nike can provide is also different.

Fourth, Adidas' sneaker style is relatively simple

In addition, Adidas' sneaker styles are relatively simple, and many sneaker styles are not updated frequently for Adidas, which is still very unfavorable to Adidas' long-term development and will have some negative impacts.

Do's and don'ts that Adidas should do:

Multi-channel cooperation should be strengthened to better meet the needs of the market, and take the initiative to develop some new production lines to meet the diversified shopping concepts of consumers.

The current problem is that it cannot get the attention of consumers, and the consumer market is gradually decreasing, and Chinese are paying less and less attention to Adidas, and they are very repulsed by Adidas, and they do not want to buy Adidas products.

At present, the overstocking of inventory has become the biggest headache for Adidas, because the product is stagnant.

A large amount of inventory backlog cannot be sold is Adidas' biggest headache now, and he has been unable to grasp the purchase demand of the masses in modern society.

The reason why Adidas lost was because the national fashion brand was rising strongly, and Adidas was also caught in the "Xinjiang cotton" incident before, which caused Adidas's reputation in China to plummet, and the Chinese people's enthusiasm for Adidas gradually dissipated. Many Adidas stores have shrunk rapidly, and the operation of only the remaining stores is also quite worrisome, and there are many people on weekdays. Adidas' withdrawal from the Chinese market itself is not a particularly concerning, after all, after the "Xinjiang cotton" incident, Adidas has become a spurned existence by the Chinese.

Adidas' sales in the Chinese market have reached a difficult state, but the number of stores of the Guochao brand has been increasing. The Guochao brand itself has a huge buying group, and it also contains a lot of Chinese cultural elements, so it is more popular with Chinese consumers. For example, Li Ning and Hui Li, which are among the national fashion brands, are loved by many Chinese consumers, and offline sales points are rising every quarter.

Adidas' revenue in Greater China has plummeted, which is also affected by the new crown pneumonia epidemic. Adidas is not the only company that has been affected, many fast fashion brands in Europe and the United States have disappeared in Greater China, which is the economic impact of the natural environment. At the same time, Adidas itself has made fatal mistakes, and the "Xinjiang cotton" turmoil has put Adidas in a sales predicament.

Whether it is the international market or the Chinese market, Adidas has been hindered by its operations. And the rise of domestic sports brands, both in quality and style, is excellent, and it is more affordable than Adidas, so the consumer group is also scattered. <>

Adidas' own product design has not been able to catch up with the aesthetics of the masses, and the highest online sales are still Adidas' classic models, and the technology and design chain itself is quite fatal. The Chinese market is unpredictable, and I believe there will be many brands waiting to enter after Adidas exits.