Adidas Into E-Commerce

Since 1920, ADI Dassault has created the first pair in Germany.

In August 16th, Adidas and Taobao reached a strategic cooperation, Adidas

Christophe Bezu, President of Adidas Greater China, said, "we are very honored to cooperate with Taobao and Taobao.

Zhang Yong, general manager of Taobao CFO and Taobao mall, said: "Adidas is a company with many honors. We have reason to believe that the joint efforts of Adidas and Taobao mall will continue to honor and create greater brilliance.

What is even more gratifying to us is that many consumers can easily buy their favorite Adidas products through Taobao mall, which also confirms Adidas brand slogan - impossible is nothing.

It is reported that Adidas Taobao mall flagship store is operated directly by Adidas sports (China) Limited, and many of its sub brands are online at the same time. This is a complete product portfolio that can only be found in the Adidas brand center of Sanlitun, Beijing.

Adidas will launch more than 200 items on its first stage, and plans to gradually launch all products on the line.

The official flagship store of Adidas Taobao mall will also break the idea of selling goods on the Internet. All the new brands of the brand will be displayed online to consumers at the same time, and the discount area will be established to form a multi product line integrated operation to meet the needs of different consumers to the maximum.

According to the analysis, the growth rate and outstanding popularity of online shopping, especially the Taobao mall, which is the main brand product, has attracted thousands of brands to enter. This is Adidas's important reason for Taobao as its only official network sales channel in China.

At present, Taobao has registered more than 200 million subscribers. In 2009, the total net paction volume exceeded 200 billion yuan, occupying more than 80% of China's online shopping market share.

These buyers are mainly urban consumption groups.

Therefore, more and more enterprises began to actively layout in the network channel, including Lenovo, DELL, Haier, HP, UNIQLO, JACK&JONES and other brands have landed in Taobao mall.

Lenovo, UNIQLO and other Taobao mall flagship store has already achieved a single month sales of over 10 million achievements.

According to statistics from Taobao data cube, Taobao sports products in 2009 amounted to more than 8 billion yuan.

From 1 to July, 2010 has exceeded 7 billion yuan.

On the other hand, under the traditional business mode of high cost competition, Adidas's internal and external troubles also accelerate the pace of Adidas's entry into e-commerce.

German time August 4th, Adidas released semi annual report shows that the Greater China market revenue decreased by 16% over the same period, Adidas is the world's six largest market in the only negative growth areas.

At the same time, it is expected that the total number of Adidas stores in China will increase to 6300 this year, and the number of high stores represents high cost operation.

In addition, Lining, a famous sports brand in China, has long been covetous.

In 2009, because of its second and three line strategy, Lining's sales revenue in China has surpassed Adidas, and Lining has already entered Taobao mall in 2008. At present, Lining's Taobao mall official flagship store has become the sales champion of all the stores in Lining.

In the year of 2009, Taobao's commodity trading volume exceeded 50 million yuan in Taobao.

Fortunately, Adidas's other "dead end" Nike has not done much in the field of e-commerce in China.

Another good news for Adidas is the official opening of Taobao mall, the famous shoe hall in August 13th. It is the second specialized vertical platform launched by Taobao network after Taobao mall.

2 days ago, Adidas, which was not officially opened, felt the strength of a famous shoe hall. On the evening of August 14th, the flagship store of Adidas Taobao store, which had just started its trial operation, was attacked by a new product promotion campaign of Taobao mall, which completed 3000 pactions in less than 3 hours, and finished 3.6 pactions on an average of 3.6 seconds.

When online shopping becomes a mainstream consumer power that can not be ignored, no one can ignore the opportunities and challenges that this emerging field brings.

The cooperation with Taobao mall, on the one hand, enables these brands to connect with a huge online shopping consumer group. On the other hand, it also expands the influence of the brand to this emerging consumer group.

In a sense, the actions and effects of online channels on the traditional offline brands determine their future.

AI said that many famous brands have attached importance to e-commerce channels.

Not long ago, Lining entered the British and Australian markets with the help of eBay. In the near future, Adidas also announced its official entry to Taobao mall.

Su Huiyan, an analyst with AI consulting, believes that this is just the beginning. With the growth of online shopping population, the trend of e-commerce of traditional brands will be more obvious.