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How does adidas accelerate in the United States?

2017-01-11

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             Sportswear giant adidas is the world's largest sportswear market in the United States to get ahead of the power. Euromonitor Bernadette Kissane, Senior Research Analyst for Apparel & Footwear, depends on how the company keeps its momentum and further expands its core business in the country.

Adidas announced that as of September 30, (2016) 9 months period, based on the basis of currency neutrality, its revenue growth of 20%, for adidas, which is proved to be a great year. It is noteworthy that the company is also accelerating the pace of the US market, in the face of monster Nike dominated the US market position and another leaping star of tomorrow, such as Under Armor, adidas has been working to get great momentum forward.
In view of the United States has the world's largest sportswear market, the former (2015) annual revenues of $ 97 billion, accounting for a large part of the market, will consolidate adidas in the global market position, and proved to continue to maintain future growth Is essential. Interestingly, although adidas influence is growing, but Nike has been attacked, the company is generally believed that the company during the 2017 fiscal year will not meet market expectations, resulting in many people doubt whether Nike in the US market share, has reached the peak.
However, adidas can not be satisfied. So far, the lack of scale hinders its growth, and its profit growth; then how can companies remain motivated and further expand its influence in this core market?
New York City has become the battlefield of Nike and adidas, both sides are using the impressive, high-tech flagship store to start fighting. Since they are designed to enhance direct consumer-oriented business, enhance brand awareness and attract consumers through an unforgettable customer experience, the store space has been re-used to enhance its customer service, product use and social environment.
In early December 2016, adidas opened the largest and most impressive store so far, which is located on Fifth Avenue. , The store responded to the appearance and atmosphere of the US high school stadium, in addition to track and field space, tunnel mouth and storage room as a locker room, consumers can try their products.
Adidas New York City flagship store to enhance the image of the sporting goods store
The launch of the concept store in New York City is logical because the city's position as a center of tourism and innovation, while the company continues to focus on the US market. In order to better compete with Nike, adidas will have to roll out new concepts (or even some of them) in stores in other cities in the United States. For the content implemented in the store, the in-situ approach is used to greatly appeal to consumers, for example, based on whether the city or state has a stronger affinity for a particular sport to be incorporated into the relevant sports facility.
Grass - roots strategy
Given the vast geographical reach of the United States, the discriminatory marketing approach has only limited benefits; conversely, the use of local strategies, local influence, and national campaigns will enable adidas to generate more meaningful brand awareness. In addition, by means of sponsorship, aimed at the Z generation and high school athletes between the choice of sports brands, adidas will bring a number of brand loyalty to consumers, and to ensure its future development.
Develop their needs
Adidas has a rich cultural history based on hip-hop rap and underground Mecca, and has formed an excellent, fashion-oriented image in the United States. With multiple sub-brands, such as Originals, Adidas by Stella McCartney and Adidas NEO, the company has the ability to meet the needs of a wide range of consumer groups. It is noteworthy that its cooperation with Kanye West proved to be very successful, can be attributed to enhance adidas in the minds of US consumers brand reputation. And through the Yeezy series to further explore the establishment of cooperation, while working with other highly celebrated people, will enable companies to use the current spirit of the times, and fast moving consumer groups to maintain relevance.
Keeping a high level of need will be the foundation of the company's future strategy, and focusing on the development of the limited edition rather than reducing the inventory level may prove profitable; a balance between creating a sense of urgency and demand, rather than stimulating consumption , May be a tricky navigation journey, but the need to establish hype and incentive route strategy.
While Nike is struggling to maintain its leading position in the US market (21%) by 20%, adidas is in the right place for further advancement by capturing consumer engagement, technology and smart marketing Growth opportunities. Needless to say, every business development needs to be digitally based, from social media to the full range of marketing channels, any way it can have a real impact.
Sportswear giant adidas is the world's largest sportswear market in the United States to get ahead of the power. Euromonitor Bernadette Kissane, Senior Research Analyst for Apparel & Footwear, depends on how the company keeps its momentum and further expands its core business in the country.
Adidas announced that as of September 30, (2016) 9 months period, based on the basis of currency neutrality, its revenue growth of 20%, for adidas, which is proved to be a great year. It is noteworthy that the company is also accelerating the pace of the US market, in the face of monster Nike dominated the US market position and another leaping star of tomorrow, such as Under Armor, adidas has been working to get great momentum forward.
In view of the United States has the world's largest sportswear market, the former (2015) annual revenues of $ 97 billion, accounting for a large part of the market, will consolidate adidas in the global market position, and proved to continue to maintain future growth Is essential. Interestingly, although adidas influence is growing, but Nike has been attacked, the company is generally believed that the company during the 2017 fiscal year will not meet market expectations, resulting in many people doubt whether Nike in the US market share, has reached the peak.
However, adidas can not be satisfied. So far, the lack of scale hinders its growth, and its profit growth; then how can companies remain motivated and further expand its influence in this core market?
New York City has become the battlefield of Nike and adidas, both sides are using the impressive, high-tech flagship store to start fighting. Since they are designed to strengthen direct consumer-oriented business, enhance brand awareness and attract consumers through an unforgettable customer experience, the store space has been re-used to enhance its customer service, provide product display and create a social environment.
In early December 2016, adidas opened the largest and most impressive store so far, which is located on Fifth Avenue. , The store responded to the appearance and atmosphere of the US high school stadium, in addition to track and field space, tunnel mouth and storage room as a locker room, consumers can try their products.
Adidas New York City flagship store to enhance the image of the sporting goods store
The launch of the concept store in New York City is logical because the city's position as a center of tourism and innovation, while the company continues to focus on the US market. In order to better compete with Nike, adidas will have to roll out new concepts (or even some of them) in stores in other cities in the United States. For the content implemented in the store, the in-situ approach is used to greatly appeal to consumers, for example, based on whether the city or state has a stronger affinity for a particular sport to be incorporated into the relevant sports facility.
Grass - roots strategy
Given the vast geographical reach of the United States, the discriminatory marketing approach has only limited benefits; conversely, the use of local strategies, local influence, and national campaigns will enable adidas to generate more meaningful brand awareness. In addition, by means of sponsorship, aimed at the Z generation and become high school athletes between sports brand choice, will bring a number of adidas brand loyalty to consumers, and to ensure its future development.
Develop their needs
Adidas has a rich cultural history based on hip-hop rap and underground Mecca, and has formed an excellent, fashion-oriented image in the United States. With multiple sub-brands, such as Originals, Adidas by Stella McCartney and Adidas NEO, the company has the ability to meet the needs of a wide range of consumer groups. It is noteworthy that its cooperation with Kanye West proved to be very successful, can be attributed to enhance adidas in the minds of US consumers brand reputation. And through the Yeezy series to further explore the establishment of cooperation, while working with other highly celebrated people, will enable companies to use the current spirit of the times, and fast moving consumer groups to maintain relevance.
Keeping a high level of need will be the foundation of the company's future strategy, and focusing on the development of the limited edition rather than reducing the inventory level may prove profitable; a balance between creating a sense of urgency and demand, rather than stimulating consumption , May be a tricky navigation journey, but the need to establish hype and incentive route strategy.
While Nike is struggling to maintain its leading position in the US market (21%) by 20%, adidas is in the right place for further advancement by capturing consumer engagement, technology and smart marketing Growth opportunities. Needless to say, every business development needs to be digitally based, from social media to the full range of marketing channels, any way it can have a real impact.
Sportswear giant adidas is the world's largest sportswear market in the United States to get ahead of the power. Euromonitor Bernadette Kissane, Senior Research Analyst for Apparel & Footwear, depends on how the company keeps its momentum and further expands its core business in the country.
Adidas announced that as of September 30, (2016) 9 months period, based on the basis of currency neutrality, its revenue growth of 20%, for adidas, which is proved to be a great year. It is noteworthy that the company is also accelerating the pace of the US market, in the face of monster Nike dominated the US market position and another leaping star of tomorrow, such as Under Armor, adidas has been working to get great momentum forward.
In view of the United States has the world's largest sportswear market, the former (2015) annual revenues of $ 97 billion, accounting for a large part of the market, will consolidate adidas in the global market position, and proved to continue to maintain future growth Is essential. Interestingly, although adidas influence is growing, but Nike has been attacked, the company is generally believed that the company during the 2017 fiscal year will not meet market expectations, resulting in many people doubt whether Nike in the US market share, has reached the peak.
Source: Textile Federation
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