Adidas is betting on the booming Chinese market and is aiming to expand its brand considerably in the region. As a leading global sportswear company, Adidas recognizes the immense potential that China offers with its growing middle class and hunger for premium products. The dynamics of China's market growth and rising purchasing power are just some of the driving forces behind Adidas' decision to open new stores in numerous Chinese cities in the coming years. Read news about Adidas in China from the Table.editorial team here! The beginnings of Adidas in China Adidas first entered the Chinese market in the '90s and has been steadily gaining ground ever since. Adidas opened its first headquarters in Shanghai. Initially, the company focused on selling its global bestsellers in China. But over time, Adidas recognized the need to develop products specifically for the Chinese consumer. Adapting to the Chinese market One of the main reasons for Adidas' success in China is the company's ability to adapt to local conditions. This includes not only developing products that meet the needs and preferences of Chinese consumers, but also marketing campaigns that resonate with local celebrities and cultures. Adidas has also recognized that the Chinese consumer expects a high level of digitalization. Therefore, the company has invested in building e-commerce platforms and digital marketing strategies. Adidas is also available on Alibaba and also offers the option to pay via Alipay. Expansion and growth In recent years, Adidas has massively expanded its presence in China. From world-class stores in major cities such as Beijing and Shanghai to stores in smaller cities, Adidas has a presence everywhere. This network of stores is complemented by a strong online presence that allows the company to reach consumers across China. Challenges and opportunities Like any market, China brings its own challenges. Some experts believe that the sportswear market in China is saturated and that it may be difficult for new brands to gain a foothold. Local brands such as Li Ning and Anta have expanded their presence and offer products at low prices. This increases the pressure on Adidas to differentiate itself from the competition and Adidas is struggling to clearly define its brand positioning in China. While the company is considered a premium brand worldwide, it is often perceived as a mass brand in China. However, the growing interest of Chinese women and men in fitness and sport could benefit Adidas. With the growing middle class in China, awareness of health and fitness is also on the rise, leading to increased demand for sportswear and equipment.The cultural differences between China and Western countries have made it difficult for Adidas to develop effective marketing strategies. Adidas plans to introduce more patriotic product lines in China. These lines will combine international design with traditional Chinese culture. A lot of local design and production is also planned. Adidas is considering relocating a larger part of its production to China. This would enable the company to react more quickly to fashion trends. This plan is part of the company's "act local" strategy. Adidas hopes to confront and overcome the problems in the Chinese market.
Takeover speculation: Anta examines bid for Puma
Speculation about a possible takeover by the Chinese sporting goods group Anta Sports has caused the Puma share price to soar. However, the Pinault family as a major shareholder is a decisive factor for a deal that would bring the Chinese competitor closer to Adidas and Nike.
By Ning Wang