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Shoe giant Adidas clover movement's high-end brand positioning, increasing the performance of the Chinese market mediocrity. Recently, Adidas made a sudden decision to clover brand franchise reverted to their own, or to Direct the brand. And has been quietly put into action. From the dealer's exclusive access to the news, and from the office to confirm that Chinese companies Adidas. Recovery of clover franchise Shamrock officially into the Chinese market, just seven years. "Adidas has the right to operate fully recovered clover, plan their own do-operated stores." Recently, a dealer told reporters in Shanghai Adidas says. Adidas Trefoil Series is a major brand series. Adidas now owns the three major series: Sports Performance series, sports series and sports the traditional fashion series. Which "ADIDAS ORIGINALS" is the traditional sport series, with trefoil logo. Shanghai Ying Sporting & Leisure Goods Co., 100 the relevant person in charge confirmed to reporters, Adidas has already recovered its right to operate on the Clover brand, now owned by the company in Shanghai, the clover stores have been converted to his use, the company hired sales staff has arranged for company agents and other footwear brand shop. Shanghai 100 profit company established in 2002, when the Hong Kong listed company Prime Investment (Group) Co., Ltd. and Richie Jen, Lanxin Mei, Lvliang Wei, and other entertainment celebrities to set up the joint venture company, the official agency ADIDAS ORIGINALS limited edition in mainland China. Not only Shanghai, the reporter learned from Adidas dealers, including Hefei, Chengdu and other cities of more than clover shop, now also have quiet withdrawal. Adidas marketing head, told reporters confirmed that the company do to recover from the dealer hands clover brand franchise. As a company who is responsible for this brand is still in Germany, the company temporarily unable to answer the reporter's other issues related to clover. Adidas or Direct Direct clover brand Adidas This time the intention has become clear. A dealer said after the 2008 Beijing Olympic Games, Adidas revenue for the Clover brand affirmative action began. At that time in accordance with Adidas insiders say, will be fully recovered in 2009 for the outlets, Adidas self-employed sales staff, by the Company to conduct its own corporate culture and product knowledge training. The dealer said the general in the Major Games after sales of related sports brand will rapidly enter the downhill stage, Adidas should be based on performance in 2009 to consider, on the contraction of its brand strategy. In addition, 7 years after entering the China market, clover brands such as Adidas did not receive recognition commensurate with the main brand, market performance is not satisfactory. On the contrary, due to the clover counterfeit products in many popular second and third tier cities, great damage to the brand's image. (Global Shoes Net) Senior industry experts, the United States UTA Management Group General Manager of Greater China, said Yang Dajun, despite the recent global company Adidas to give investors a beautiful earnings "answer sheet", but can not hide the next few years, the company earnings ability concerns. In the current global economic environment did not improve in the background, Adidas is likely to compress some of it is not yet profitable brands, and brand to do long-term planning. In his view, this is a natural strategic adjustment. After clover direct sales stores will not be the main purpose of profit, but to maintain the continuity of the Chinese market, brand communications, and then select the appropriate market opportunities, re-build the brand. Rivers Road Consulting Principal Consultant Dai, Chunhua that Adidas may choose the path of the present nothing less than the following two types of company Direct, the other is a national distributor company shares, the company is confident of the distribution accurate output business brand, then by the dealers. Clover "Chinese" declined Adidas products sold in China, the sport performance is the most common brand, market positioning is the classic professional sports brands, has occupied most of the performance of the company. Shamrock's position is more stylish than the sport performance, the higher end. Another Y3 brand, from the concept of the campaign, a series of fashion, positioned as a luxury family, present in the domestic market are relatively few. "In the dealer's 'Knock' promotion, the clover in the brand awareness of Chinese consumers have become more commonplace." Dai, Chunhua said, clover this is positioning high-end fashion sports brand, but in the Chinese market, some The roots of dealer mode of operation, making the brand and Adidas have been the main difference in the brand disappeared. She said the channel mechanism of the present garment industry has exposed huge flaws, that is, the operation of commercial brand has lost sales channel management and supervision system, the so-called management and supervision methods and means are an indication. Therefore, once the pressure of larger stocks, dealers will ignore the needs of brand discount price cuts. Or to plan to save money on brands and marketing aspects of the brand with the requirements of a double face. At least in the minds of most distributors, helping to promote their brands, so the brand is not your own work. "Similar brand positioning, the clover on what basis the main brand sold 30% higher, or even 50% of the price?" Yang Dajun asked the reporter. As Adidas, brand communications, service experience, the company's most important. But the eyes of distributors, product profitability is the sole purpose of short-term discounts, promotions are based on the starting point for that purpose. And now the majority of dealers are also the agent 78 brands, expect dealers to take care of a brand alone is clearly not realistic. At least so far, the interests of both the intersection of demand is difficult to encounter. (Global Shoes Net) "But Adidas must change." Dai, Chunhua, said before the rot in the hands of the Chinese distributor of foreign brands such as Playboy, Valentino, were a warning for Adidas had to face. Little information: In 1949, Mr. Adidas founder Adi Dassler registered the first time, the three stripes logo. In 1972, Clover brand officially come out, when all Adidas products using the logo. However, since 1996, clover logo is specifically used in the classic series of Original products. 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