Adidas Expansion into Chinese Interior - Writing Assessment 2
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Questions and Answers

What is Adidas's strategy to regain market share in China?

  • Selling products at higher prices in smaller cities
  • Reducing the number of stores in urban areas
  • Opening 2,500 stores in smaller Chinese cities (correct)
  • Focusing on wealthy consumers in Shanghai and Beijing

    • What is the main reason for Adidas shifting its focus to smaller Chinese cities?

  • Strong competition from foreign brands in smaller cities
  • Higher disposable income of consumers in smaller cities
  • Desire to target wealthy consumers
  • Saturated market in larger cities (correct)

    • By 2015, how many cities does Adidas plan to open stores in?

  • 550
  • 50
  • 500
  • 1,400 (correct)

    • What is the target population for the initial urban areas where Adidas plans to open stores?

    <p>500,000 people</p> Signup and view all the answers

    How does Adidas plan to adjust the product mix in smaller cities?

    <p>Lowering the entry price for consumers</p> Signup and view all the answers

    What is the average monthly disposable income of the consumers Adidas plans to target?

    <p>$753</p> Signup and view all the answers

    How many stores does Adidas currently have in China?

    <p>5,600 stores in 550 cities</p> Signup and view all the answers

    What does Herbert Hainer predict for the German group Adidas?

    <p>They will regain the number-one market position</p> Signup and view all the answers

    Who recently announced plans to take its brand upmarket?

    <p>Li Ning</p> Signup and view all the answers

    What is seen as one of the first signs in the retail field according to the text?

    <p>Chinese products rebranding themselves as desirable</p> Signup and view all the answers

    What does Mr. Hainer predict for Adidas over the next five years in China?

    <p>Double-digit sales growth</p> Signup and view all the answers

    What does Li Ning hope to compete more directly with according to the text?

    <p>Nike and Adidas</p> Signup and view all the answers

    What did Li Ning recently announce plans to do with its brand?

    <p>Move upmarket</p> Signup and view all the answers

    What impact did Li Ning's move up to second position have on the retail field?

    <p>It is seen as one of the first signs that Chinese products can rebrand themselves as not just cheap but desirable.</p> Signup and view all the answers

    How does Herbert Hainer view Adidas's recent problems in China?

    <p>He dismissed them as temporary and related to overstocking in the run-up to the Olympics.</p> Signup and view all the answers

    What is Li Ning's plan for its brand, as mentioned in the text?

    <p>Li Ning recently announced plans to take its brand upmarket to compete more directly with foreign brands like Adidas and Nike.</p> Signup and view all the answers

    Study Notes

    Adidas's Strategy to Regain Market Share in China

    • Adidas aims to regain market share in China by focusing on smaller cities
    • This shift targets a younger, growing consumer base with disposable income
    • By 2015, Adidas plans to open stores in 1,000 Chinese cities
    • The initial urban areas target consumers with a monthly disposable income of 1,000 yuan ($158)
    • Adidas plans to offer lower-priced products with a focus on sportswear and casual wear for smaller cities

    Adidas's Current Presence and Future Predictions

    • Currently, Adidas has 6,000 stores in China
    • Herbert Hainer, Adidas CEO, predicts continued growth for Adidas in China
    • He predicts a 10% increase in sales over the next five years

    Li Ning's Strategy and Impact on the Retail Market

    • Li Ning, a Chinese sportswear brand, recently announced plans to take its brand upmarket
    • This move is seen as a sign of competitive pressure in the retail field
    • Li Ning hopes to compete directly with Adidas and Nike
    • Li Ning's move to second position in the Chinese sportswear market has impacted the retail field

    Adidas's Recent Challenges and Future Plans

    • Herbert Hainer acknowledges Adidas's recent challenges in China but sees them as temporary
    • Adidas aims to create a wider reach by expanding into smaller Chinese cities

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    City University of Macau

    ENGLISH LANGUAGE II - BBACF2EB

    Make sure to paraphrase your answers in the short answer section.

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