The Research Of Marketing Strategy On Adidas EBoost Running Shoe In China

The sudden global financial crisis in2008has not only changed the structure of worldfinancial industry but also has brought vibration to the Chinese sporting goods market. Thestructure of domestic sports goods industry that has been occupied for many years byinternational leading brands such as Nike, adidas, etc. is gradually collapsing, and a series ofdomestic brand is rapidly rising, such as Lining, Anta, Step, etc.. Currently the U.S. economyshows weak recovery, and the European debt crisis continues to spread and growth inemerging economies such as China becomes steady, so the competition among sporting goodscompanies in the Chinese market is entering a new stage. Over the years, foreign companiesand local companies have been adopting different strategies to win China’s consumers. Butnow, the market trend is, Nike and adidas used to be the China’s top sporting goods supplier’sstatus is no longer undisputed, and followed by several domestic sports brand in theexpanding sales network, in order to advance their little involvement in the undevelopedmarket, for instance, Anta company opened more than8000self-owned brand stores, salesearned1.25billion yuan ($190million) from2006to8.904billion yuan today at the growthrate of over600%.For western international sporting goods company, the ever-envy high growth path inChina is no longer natural. In this paper, take adidas eBoost Running Shoe’s marketingstrategy in China as case study. Firstly it introduces the basic introduction of the adidascompany and the company’s industry background, in order to have a basic understanding, andthen introduces the company’s position in China and its products, the company’s and itseBoost Running Shoe’s marketing present situation in China, and puts forward the mainproblems.In case analysis part, the paper uses the PEST method to analyze the adidas in China’smacro environment; Using4P to analyze the competitor’s product; And through the SWOTanalysis to dig out the company’s advantages and disadvantages as well as the company’sopportunities and threats it faced in China. Furthermore, deeply grasps the future trend of thedevelopment of the sporting goods industry in China, and uses market research methods toanalyze the consumers in order to have market segmentation and better positioning thecompany in China.Finally, in view of the marketing problems about the adidas eBoost Running Shoe, putsforward the corresponding marketing strategy and marketing team building suggestions, including marketing management ideas and methods, products strategy and personalizedservice strategy, cost and price strategy, innovated marketing strategy, such as experientialmarketing, network marketing, sports marketing, green marketing, so that the companycontinues to maintain healthy growth in China. Moreover, adidas brand marketingestablishment will have positive enlightenments on the development of the Chinese sportsbrand.