Fan Bingbing And Li Na Helped Shanghai Adidas Shop Open.

Globally renowned business indicators once lost in 09 years

Since 2008, due to the high expectations of market sales, and the cancellation of distributors such as Daphne and BELLE, Adidas has failed in the Chinese market.

In 2009, Adidas pformed its original vertical organizational structure into a cross functional and cross brand new structure. In that year, global distribution business dropped by 9%, and China's distribution business dropped by 20%.

Lining, China's main competitor, leaped second of the total sales revenue of 8 billion 387 million yuan over Adidas.

In 2010, Adidas's sales in the Greater China region were 1 billion euros, up 3% from the same period last year, but far from the global average of 15%.

The establishment of Adidas Shanghai brand center will provide different brands with different styles for different consumers, integrate existing brands, focus on creating price platforms for people at different levels, attract consumers with their own style and brand advantages, and expand their market share.

Adidas Shanghai brand center "Rubik's Cube" is located in Huaihai Middle Road, a famous shopping mall in Shanghai. It has 20 meter high multimedia curtain walls and three stripes decorated with up to 5 storeys. It displays and sells all brands of Adidas, including sports performance series, Originals, NEO, PorscheDesignSport, Y-3 and SLVR, with a total area of over 2800 square meters.

The whole evening ceremony was composed of the lion dance and the spectacular lighting ceremony with Chinese characteristics. Mr. Gao Jiali, the managing director of Adidas group Greater China, and the international superstar miss Fan Bingbing jointly celebrated the lion dance for the opening ceremony. Basketball stars Yue Sun, soccer star Zheng Zhi, Yu Hai and Zhu Guanghu, National Women's volleyball team Zhang Lei and Zhang Lei, and the world champion and thunder of fencing came to congratulate each other.

Gao Jiali, managing director of the Greater China group of Adidas group, said: "opening the Adidas Shanghai brand center in the core business area of Shanghai is one of the important measures for Adidas to achieve the" 2015 way "strategy. Our goal is to achieve a major breakthrough in the key strategic markets of Adidas, and establish the leading position of Adidas brand.

As its Chinese name, "magic cube" implied, the internal design of the Adidas Shanghai brand center is flexible and changeable. It is not only a retail place. As long as you are in it, you will feel the infinite passion and happiness of the movement. The changing themes and the updated products will also attract consumers to forget to return. "

Adidas Shanghai brand center "Rubik's Cube" is the absolute home of all sports fans and Adidas brands.

At the entrance of the first floor is a 30 square meter theme promotion area, which is used to present the key promotion activities of the brand and the selected products of the month. At the same time, the region will also organize activities involving athletes, stars and designers.

Here, consumers can feel the special design and technology of Adidas products and enjoy home advantage at close range.

Speaking of "Rubik's Cube" practice, Adidas sports performance vice president of marketing, Mai Yan Shi, added: "as the world's top sports brand, our goal is to provide consumers with unique retail experience, including a full range of innovative products, interesting interaction elements and unparalleled personalized services.

China is the only country in Adidas that has two brand centers at the same time, which fully demonstrates Adidas's commitment to the Chinese market and its commitment to consumers.

As part of the opening ceremony, Adidas's "Rubik's Cube" launched a series of pre launch products, including the basketball series Rose2.5 Ross signature shoes, the All-Star version of adipowerhoward2 and drose2.5, sports women customers can find Adidas by Stella McCartney 2012 spring / summer series new products; besides, the city tide and footwear lovers will be delighted with the Jeremy Scott 2012 spring / summer new products and 8 sets of "adidasNEO essential daily fresh modeling" listing.

Adidas Shanghai brand center "Rubik's Cube" also provides consumers with a unique interactive experience. One of the highlights is the miCoach core technology experience area, which helps consumers customize sports training programs that emphasize both performance and fashion.

"Rubik's Cube" is the only store in the city that allows consumers to use miadidas and miOriginals to customize sports performance and sports style products. In addition, there is also a Jersey hot stamping area for customers to customize their own jersey with their names and numbers.

In addition, all customers who come to Adidas "Rubik's Cube" will enjoy concierge service. VIP customers will also enjoy exclusive shopping assistance, as well as non business hours shopping and use of VIP rooms.

As another feature of Adidas Shanghai brand center "magic cube", it shows the footprints of soccer stars Messi, Franz Beckenbauer and Zinedine Zidan, and the real handprints of tennis stars Stephen Graf and Caroline Caroline Wozniacki.

The 5 floor shows 12 seats made by local avant garde artist Zou Yunying, Yan Wei, Guan Chun and Tang Yan, making Adidas "magic cube" truly a holy land for all sports, fashion and art personages.

It is reported that in order to thank the consumer's love, Adidas Shanghai brand center will hold a large sales promotion campaign from January 12th to January 29th. When buying sports performance series, Adidas by Stella McCartney, Originals, SLVR and Porsche Design Sport, the refined products will enjoy as low as 40 percent off discount.