adidas global ceo: china is crucial, and more products will be launched in china in the future
2024-09-28
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"in the next five, ten, fifteen or twenty years, china will be crucial to adidas."
bjorn goulden, adidas global ceo (ceo).he came to china for the third time after taking office. wearing a red sports coat with the word "china" on it, he expressed his affirmation and expectations for the chinese market to reporters from the main station.
as the world's top sporting goods company, how do you view the rise of china's local sports brands? how to seize the development opportunities in the chinese market? "see the world trend here" is what bjorn gulden said.
what are the outstanding advantages of the chinese market?
this year marks the 75th anniversary of the founding of new china and the 75th anniversary of the founding of the adidas brand. adidas, which has been deeply involved in the chinese market for 27 years, is well aware of the advantages and vitality of the chinese market.
bjorn goulden said that china is one of the largest and most promising sports consumer markets in the world. driven by the increasing fitness awareness and the concept of national health, the chinese sporting goods market has maintained a steady development momentum. from a market, manufacturing and innovation perspective, china is very important. "china has many talented students and talents in the field of innovation. china is one of the markets we value most and will become the most important market in the future."
how to seize the development opportunities in the chinese market?
up to now, adidas has about 7,500 stores in china. more than 80% of adidas products sold in the chinese market are "made in china", and more innovative products will be launched in china.
facing the future, even though the current global economy is complex and volatile, bjorn goulden has repeatedly expressed his confidence in the continued growth of the chinese market in front of the camera.
"the role china will play in the future will be multi-dimensional. china will not only become a local design center, but also a global innovative production hub. the role of sports in china will become more and more important, and we will be different from more cooperation in sports projects, china is very important to adidas.”
when talking about the few voices that badmouth the chinese economy and question the chinese market, goulden firmly stated that he has never doubted that china is an important market. he believes that the chinese government has a deep understanding of the needs of foreign-invested enterprises and has firmly fulfilled its commitment to high-level opening up.
how do you view the rise of chinese local brands?
since bjorn goulden became the global ceo of adidas, the performance of adidas greater china has gradually reversed its weak performance. in the second quarter of this year, revenue reached 822 million euros, a year-on-year increase of 9.3%. at the same time, china's local sports brands are blooming and the national trend is rising, making the competition in china's sports brand stock market increasingly fierce.
bjorn goulden believes that competition is a good thing, and for brands, the combination of globalization and localization is the future trend. adidas will inevitably follow the consumer trends in china's local market closely and design products suitable for chinese consumers. at the same time, let more chinese people join the management and do what they think is right.
source: cctv news client
author: wang guan
