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[Chinese shoes Network - Brand Dynamics] in Chinese sportswear market battle, Adidas (stores) (Adidas) are catching up Nike (stores) company (Nike). This production of sports shoes and hoodies German manufacturers said, the fourth quarter sales in China increased by 12%, the annual increase of 27%. Because Reebok (Reebok) brand impairment of 265 million euros, Adidas ? 272 million loss in the fourth quarter of last year (about $ 353 million), in this context, the performance can be described as a bright spot in China. At the same time, US manufacturers Nike sales in China declined, China's domestic sportswear brands are issues continue. Nike "destocking" key Adidas China strategy is to extend beyond the brand shoes and sportswear. Currently, Adidas is restructuring retail stores, each store will allow focus on specific market segments, such as basketball and other sportswear air jordan 11 space jam for sale , as well as teen clothing and casual apparel. "there will be no large and universal shop." Adidas Greater China general manager, director of high-Skyline (ColinCurrie) said that the next two years, Adidas will launch subdivision counters in mainland China stores in 7000, provide professional products to attract backpackers and even fashionistas. According to market research firm Euromonitor statistics, in China the scale of 148 billion yuan (23.8 billion US dollars) in the sports apparel market, Adidas currently holds 11.2% of share, accounting for 12.1 percent of Nike. For a long time, Nike Chinese market has been dominant, but in the quarter ended November 30 of last year, Nike Greater China sales fell 12%. 12 at the end of last year, Nike executives said, in an effort to solve the inventory problem, intends to expand the size of existing stores, create high-end products. cheap air jordans Adidas has been digging sportswear manufacturer in Europe and America is the first expansion in China's garment enterprises, but these companies are facing competition from European and American casual apparel retailers. The latter includes the United States, Gap, as well as Spain's Zara brand InditexSA. Meanwhile, the Chinese sports and cultural development is very slow, unable to catch up with the rapid expansion of sports apparel. Sports equipment manufacturers difficult to sell higher-margin apparel and sports equipment in China. In addition, since the 2008 Beijing Olympic Games after ordering too many products, China's domestic sportswear brand stalled in subsequent years. All these explain why the Adidas goods prepared many retail outlets in China, are its NEO brand red stovepipe jeans, fashion cloak and button collar gingham shirt. "respected fashion Adidas in Chin jordans on sale mens a seems to have tasted the sweetness." Shanghai consulting firm ChinaMarketResearchGroup senior analyst Roy (JamesRoy) said that most Chinese people do not wear sports clothes, they seldom exercise. High Skyline says Adidas has from the Swedish fashion company Hennes & amp; recruitment MauritzAB and the Spanish Zara and other retailers. Adidas also by region will be more "personalized build" Chinese mainland stores offer those products for different climates and customers. For the same series of new rivals, Adidas NEO is also accelerating the development of its product line. This series of casual clothes aimed at young city often high Skyline said, and compared to any other brand, adidas casual sportswear to build its speed faster. Adi tighten inventory management In addition, adidas is tightening inventory management. Skyline High, said the whole Chinese market, Adidas is a cheap foamposites nalyzing sales data its franchise partners and overseeing order situation, which can be done in less than 90 days to make the product off the shelf. about 7,000 home stores in the Chinese market, only 10% of Adidas all. High Skyline said, in order to convince the franchises to new variation, Adidas will be the first to make a change in the Direct stores. The company is Wuhan pilot plan. In Wuhan, five years ago, it looks exactly the same five Adidas store, has now been transformed into stores for different groups of people, whose objects include basketball players and those just looking for a fashionable hoodie customers. 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