ADI Reinvigorate Reebok Brand

< p > it is reported that < a href= "http://sjfzxm.com/news/index_x.asp" > Reebok < /a > plans to open 100 fitness concept stores in India before April 2014, of which 50 will be newly opened shops, and the other 50 will be renovated stores, showing a new look.

< /p >

"P" Reebok believes that the traditional store alone is unable to attract more customers, so it has decided to turn some stores into a fitness shop and open some new stores.

< /p >

According to the plan, in addition to providing a range of sporting goods, Reebok will also cooperate with local fitness clubs and sports events to provide consumers with advice and information on sports, and to enhance consumer participation in sports through interaction. P

< /p >

< p > the reason for brand repositioning, Adidas said that in order to cover the global sports goods market, there must be a number of brands to launch joint attacks. Adidas will focus on football and basketball, while Reebok will be positioned as fitness and fashion.

< /p >

< p > reporters learned that Reebok had cooperated with the CrossFit gym in the US market and introduced the Reebok CrossFitMeWellness gymnasium in Shanghai in June.

< /p >

< p > Reebok and CrossFit gym cooperative store sportswear and < a target= "_blank" href= "http://www.sjfzxm.com/" > shoes < /a > CrossFit for customers as the main sales target, all products are Reebok's special sports exercise series for CrossFit fitness class. The combination of retail stores and fitness rooms enables shop assistants and customers to work together and compete together, to close the relationship with customers, which is conducive to sales.

< /p >

< p > in addition to reshaping brand positioning, female consumers have also become the focus of Reebok's attention.

EricHaskell, executive director of Adidas (India), said that female consumers are increasingly paying attention to fitness activities, and the purchase of sporting goods has increased rapidly, so the industry has turned its attention to female consumers.

< /p >

< p > at present, Reebok's sales to female consumers are less than 30% of total sales. Reebok plans to increase the sales of female customers to 40% of the total sales of the company.

< /p >

Reebok, which was the third largest sport brand in the world, was bought by Adidas in 2005. After that, ADI's sales in the US doubled in P, and Reebok's basketball and baseball business also made Adidas famous in the United States.

But then Reebok's market performance slipped, lost the NFL contract, and failed to cooperate with the US Hockey League.

< /p >

P, the founder of the key Dao sports Consulting Co. Ltd., told reporters that Reebok's success in the US was related to the fitness market. But after being acquired by Adi, as a sponsor of many professional sports, Reebok gradually blurred its personality, which also made its brand decline gradually.

< /p >

In the fourth quarter of last year, Reebok's performance in the US and Latin America was weak, sales fell by 12%, and the brand's value was reduced by 265 million euros, resulting in a loss of more than 239 million euros in Q4 operation of P.

< /p >

< p > "Adidas did not take Reebok as its core brand after its acquisition of Reebok, and Reebok's poor performance is also expected."

Du Yanhong, a retail researcher at CIC, said.

< /p >

< p > until the second quarter of this year, sales of Reebok completed 355 million euros, with an increase of nearly 11%.

In the latest third quarter earnings data, Adidas Reebok business sales increased by 5%.

< /p >

< p > "now it may be Reebok's return."

Zhang Qing pointed out that ADI is trying to save the brand. "The developing market of sports brand in developing countries is gradually developing and maturing. It also means that in the process, product specialization and brand segmentation will have stronger influence on consumers."

He said that if he could not become the ruler of the market, he would at least be a leader in market segmentation, otherwise it would be difficult to survive.

< /p >

< p > > a href= "http://sjfzxm.com//business/" > Du Yan Hong < /a > indicates that Reebok repositioning does not necessarily help to break through, but the development of fitness field is a sign of the company's initiative to change. Differentiation can help Reebok open up a new world.

< /p >

< p > it is worth noting that in the Chinese market, Reebok has become a niche brand, lacking distinctive product differentiation and brand personality, and is facing the problem of brand remolding.

So is fitness a direction to remodel in China? < /p >

< p > this Zhang Qing said that Adidas itself is also pushing women's fitness in the Chinese market. At that time, it will be faced with the problem of hand to hand interaction, so whether the practice of Reebok in India will be brought to the Chinese market in the future remains to be seen.

< /p >