(Shanghai Comprehensive News) The German sports brand Adidas was resisted by Chinese consumers due to the Xinjiang cotton incident two years ago, and sales declined all the way.The company recently tried to repair the brand image in China through sponsoring activities such as official backgrounds.
According to the Wall Street Journal of the United States on Wednesday (May 24), Adidas is in the Chinese mainland market.The image of the market will recover market share.
At the same time, Adidas products and corporate culture have become more localized.Reuters reported in early May that Adidas increased the proportion of local design products from less than 10%to 30%.Since Xiao Jiale, the new person in charge of China, the company's conference language has also changed from English to Chinese.
Adidas joined the ranks of HM, Nike and other companies in 2021, promising not to use cotton from Xinjiang, China, causing many Chinese consumers to resist.About 35 Chinese stars who cooperated with Adidas immediately dismissed business contracts with the brand.
Consumers resist the challenges brought by the overlay epidemic. Adidas' mainland sales of mainland China have fallen all the way. The sales in the fourth quarter of last year fell by 50%.The market share also dropped from 17.4%in 2020 to 11%in 2022.The Wall Street Journal said that mainland China has previously been the most important growth market for Adidas.
