The world leading sports brand Adidas announced its cooperation with Taobao on 16th, August. On that day, the Adidas online store opened, too. Until now, many famous brands including Uniqlo, Lining, Belle and Bestseller had their online stores on Taobao.
Adidas' president of Great China Region, Mr. Christophe Bezu expressed his happiness of cooperating with Taobao. This online store can help Adidas to learn more about Chinese consumers through Internet. What's more, it can also help to meet demands of Chinese consumers. This online store is an important step for Adidas' e-commerce strategy.
It is known that this Adidas online flagship store is operated directly by Adidas China. A large number of different collections of Adidas will be sold on line. Different from other brands, Adidas will sell its latest products at this online shop instead of selling inventory.
Since online shopping has become a trend for young consumers, Adidas cannot ignore this huge online market. Moreover, Adidas faces furious competition when the cost of traditional commercial mode remains high. The financial report of Adidas released in August showed that the revenue of Great China Region reduced by 16% year on year. Great China Region is Adidas' only market experiencing a negative growth. This online shop can help to save cost while cover more consumers especially those in the second and third tier cities.
