国际场营销战略分析adidas

1、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 brandpuma.At present Adidas ranked second in the market share of sporting products.Its ADimpossible is

2、 nothing "is one of the most famous and successful slogan in businessfield .and in 2022, it begins to use a new slogan "all is all in If you think adidas just a producer of sporting, you 'll be wrong .Adidas has arichproduct lineincluding sporting clothes , shoes, bags watches even per

3、fume ! Over the past century, it Aims at provide richer and better quality products for its customers from allover the worldThe products of adidas are always famous for their highquality andtechnology.thatis intimately linked with its Germen background . as we all know German are famous for their ri

4、gorous and high efficiency. Maybe adidas only in Germany can be called adidas , because of their culture have many similarities .产品Adidas is good at producing sports products. Its products are welcomed by consumers all over the world, including China. But the positioning in China is different to oth

5、er 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 think adidas just have the logo of three line , you are wrong . In fact as an expert in sports, there are a

6、lso many fashionable factors in adidasi . for example , they have adidas classic " ,"adicolor “ adi- performance . relative to traditional brand adi-performance the other brands focus fashional clothing . And it also has a famouse co-branding by combining withYohji Yamamotoa Japanese desig

7、nerIn terms of product localization , adidas can hire Chinese designers 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 O

8、pera , 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 distance between consumers.设计元素PriceIn western countries , especially its homeGermany, adidas is a normal shoppingproduct. Becau

9、se of some other factors like|tariffs, the price of adidas is lower. People canbuy goods according to own hobby instead of considering the price. In fact Germen don't thinkadidas is luxury. But But the opposite in China, more and more young people even are crazy for every kind of products from a

10、didas .As we all know demand is an important factor which drives price. The craze to fashion of yong Chinese people stimulated the demand of the Chinese market and raise the foreign commodity's price, including adidas .In fact , although adding the fees to import licenses , adidas still canreap

11、the huge profitsrely on the high popularity. In addition to low cost and high pricing, there are other factors rise the price of adidas , such as the inflation in China or interest rate. And we must n't ignore the large amount of resellers , they get the profits by selling products to next consu

12、mer in a higher price. But we must know , most of products of adidas are madein China, so their cost evenlower than in German. So adidas prefers choose market skimming pricing to get biggest profits they can .And the opposite of what it thinks , with the addition of rational consumers, the pricing s

13、trategy isn 't a 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 price discrimination in the process of sales. They also think manufacturers ' profit margin is too large and it has doing somethin

14、g illegal which includes deceptive pricing and price-fixing.'t think it will cutAlthough have to face the huge pressure from consumers , I donthe price and be in price war with others. Because it will damage theimage andmakes Adidas become a normal company and stay in the same level with Anta or

15、 Lining 无需减价Promotion 促销Because of adidas is a famous brand and enjoy a high reputation in China , it 's unnecessary to promote every minute like other local brands. The promotional tools it uses most frequently in China is advertising.The frequency of the adidas ' television advertisement i

16、s not very high, because it doesn 't need pay too much money but also receive the best effect. Every advertisements 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's rather film than advertisemen

17、t, that is why many young persons likethese ad. The reasons for the success of adidas is it has clear mission, sufficient fund , rich messages , good relationship with media and suitable measurement.Of course , there are many other kinds of promotions, but adidas apply it rarely, such as public rela

18、tions, 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 't bring good shopping experience through these promotions. In China, more promotions means more rebates, that is the lo

19、cal factors which adidas can ' adapt.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 inthe specific content details,as inventing publics or kids to be a part of advertisement. It als

20、o can donate a part of profits to the athletes need help. In this way , adidas can close the distance with consumers , establish a better image and cultivate potential consumer groups, occupyfuturemarket 邀请广告Place of distribution 分销No mater what kind of product, they will be given to customers in th

21、e end, so the developing distribution is very important.Adidas has unique system of distribution , a large amount of intermediaries, various distribution channels.Developing distribution is the demand of large amount consumers and huge needing in Chinesemarketing . As a producer , adidas limites the

22、 supply of some special edition,sothe 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 marketin

23、g 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

24、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 as orders ,processing ,warehousing ,inventory ,transportation, and many other questions.We must know many kinds of limited editions only can be broug

25、ht 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 unforgettabl

26、e consumption experience.苹果发布限量版S elegant European aristocratAs an established sporting brand, Adidas has 93 years history, it 's one 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 it

27、s history and culture, especially to their biggest competitor NIKE!Adidas is the earliest supplier of sporting products, and they are good at improving brand imagine with the help of large sports events such as Olympic Game. Since 1972, it became the The sponsor of the Olympic Games. In the Olympic

28、Gamesthe biggest concern sport game, it promotestheir products and brand image very well. That means, when every athlete who makes the podium wears the cloth with the logo of Adidas. In this moment , its logo shines like gold medal.As the same time , it also builds up a good imageIn every consumer&#

29、39;s 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 technolge is very advanced , including CLIMACOOL, Clima Warm, A3, TRAXION and so on .You'll be wrong, if you think these techno

30、logy just have a cool name . In fact , every technology are created by combining with high technology and feedback from athletes . they really can Bring you a better experience. Such as climacool“ can dry the wet shirt very quickly . climawarm help you defense low temperature even you just wear two

31、thin shirts. Again for instance, TRAXION can Improve grip through design a kind of The sole with special grain.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 consu

32、mers 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

33、 are not Interested in team spritsthe essence of sport. but opinion of some young people : Relyon the team is a sign of incompetence makes adidas whose advertisement explaining team sprits in trouble.In some Chinese young persons ;eyes: if NIKE is a adult adidas is an oldman . As the gap between unc

34、le McDonald's and grandpa of kfcOpportunity a fleeting opportunityWith 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 invest in sports equipment. In the sc

35、hool , the amount of students wearing nike or adidas is larger and larger . they have beyond sports, represents the fashion and altitude of lifeNot only did these sporting brands appeared on the sports field, but on the party .If you concern about news , you 'll find that most local sports brand

36、s in china Face with difficulties. so many goods waiting be sold in their warehouse .These native products had brought great threat, but now , they have to face many troubles such as sales drop, Inventory increase.Many companies have to sacrifice brand image and give up some of their profits with th

37、e cost of maintaining operation, they have no time compare with adidas . This phenomenon reduces the barriers for adidas' development in China.because of The existence of Nike The disappear of native competitor doesn't means competitionof sports product decreases,T the opponent from Americao

38、ver the years, nike is the most powerfulhalf-jokingly say ,if you buy a shoesThat because of nike has the similaras nike's, wether style or quantity. SoIf adidas can be Liken to an axe , nike is a sharp knife . opponent of adidas In the competition for global markets. made by adidas ,nike must be sold in next door. production line. The product made by nike is