Adidas Needs More "Good Partners"

When the drama of clearing stocks is drawing to a close, what else is dragging?

"Genuine" ADI is popular online.

Recently, the Paris court has sentenced the luxury brand LV to the electronic commerce website eBay allowing its users to sell counterfeit products on the website. The fine has dropped from 38 million 500 thousand to 5 million 700 thousand euros.

EBay is satisfied with this result.

However, despite the sharp reduction in the fine, millions of euros are still not small.

This problem also appears in the domestic e-commerce enterprise Taobao, but more and more brand official Taobao stores gradually evade this risk.

In August 17th, Adidas opened in the official online store of Taobao mall.

According to the "Alipay" data, Adidas officially launched on Taobao only three days, and its daily sales volume has exceeded 3 million yuan, becoming the champion of Taobao similar products sales.

But for industry giant Adidas, this is just a useful attempt, because the main thing is

This is only part of the consumer's view, and there will be a series of channel adjustment actions behind it.

It is reported that Adidas is drastic reform channels, the specific way is to train a group of loyal and exclusive agents.

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Channels can not share joys and sorrows.

There are indications that there are no problems in the two aspects of brand and upstream manufacturing.

The semi annual report released earlier showed that the total sales revenue of Adidas in the first half of 2010 was 5 billion 590 million euros, up 11% compared to the same period last year, but in the Chinese market, there has been a regression, and the income has decreased by 16% compared with the same period last year.

In this and 2009 quarterly reports, Adidas mentioned more than once the issue of "inventory".

The industry has the view that the chain reaction triggered by this directly affects the part of the channel that requires high capital chain.

As early as last year, Adidas dealers such as BELLE and Daphne have gradually closed some stores.

"The agency links of all industries are the same. Only by collecting money quickly can we pick up the goods quickly and achieve the effect of rotation. The inventory will undoubtedly hold down the lifeline of agents."

Liao Jierong, an apparel industry observer, said Adidas agents are also Acting other brands, and it is sensible to invest limited funds in other brands that sell well.

Looking for "good partners"

All along, in the eyes of investment banks, the growth of domestic brand Anta is higher than that of Lining. The main reason is that the popular "light asset mode" (brand, R & D itself, production, channel outsourcing) does not completely rule Anta, and it has a certain proportion of its own factories and a team of agents that only support Anta brand.

It is reported that Adidas's brand Reebok has been related to action.

In early 2010, Reebok signed a sole agency agreement with Baosheng.

The latter will set up a special team with vertical organizational structure to enter Reebok design, production, sales and so on.

According to industry sources, at present, Reebok's annual sales in China are less than 1 billion yuan, which is comparable to its domestic sports brands. Adidas is trying to solve this problem.

Obviously, in the process, Adidas needs more "good partners".