×
6 411
Fashion Jobs
DR. MARTENS
Employee Relations Manager UK & eu
Permanent · LONDON
HARVEY NICHOLS
Facilities Manager
Permanent · LEEDS
FRASERS GROUP
Performance Marketing Manager
Permanent · STRETFORD
RAINS
Category Sales Manager, Bags And Accessories, UK
Permanent · LONDON
PRIMARK
Retail Construction Project Manager
Permanent · READING
ASOS
Finance Manager
Permanent · LONDON
L'OREAL GROUP
Lancôme, Deputy Business Manager, 1.0, Peter Jones London
Permanent · London
L'OREAL GROUP
Kiehl's Solo Account Manager, 1.0, Tunbridge Wells
Permanent · Royal Tunbridge Wells
NEXT
Sales Manager - Nottingham Giltbrook
Permanent · NOTTINGHAM
NEXT
Delivery Coordinator - Icon o2 Clearance
Permanent · LONDON
NEXT
Delivery Manager - Glasgow
Permanent · GLASGOW
NEXT
Delivery Coordinator - Newry Quays
Permanent · NEWRY
NEXT
Van Driver - Manchester Trafford
Permanent · MANCHESTER
ESTÉE LAUDER
Tom Ford - Assistant Business Manager - Harrods - 37,5hrs
Permanent · London
DR. MARTENS
Retail Operations Coordinator
Permanent · SHANG HAI SHI
EVERLAST GYMS
General Assistant (Cleaning Team) - Everlast Gyms
Permanent · CARLISLE
FLANNELS
Management Opportunities - Flannels
Permanent · CHESHUNT
FRASERS GROUP
Warehouse Training Partner - Evening/Back Shift
Permanent · SHIREBROOK
FRASERS GROUP
Warehouse Training Partner - Night Shift
Permanent · SHIREBROOK
CRAIG GREEN
Product Manager
Permanent · LONDON
JOHN LEWIS
7.5t c1 Driver Installer
Permanent · THEALE
WAITROSE
Customer Delivery Driver- Coulsdon Customer Fulfilment Centre
Permanent · LONDON
Ads
By
DPA
Translated by
Cassidy STEPHENS
Published
Apr 24, 2023
Reading time
2 minutes
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Adidas aims to win back Chinese consumers with new strategy

By
DPA
Translated by
Cassidy STEPHENS
Published
Apr 24, 2023

Sporting goods manufacturer Adidas wants to address its problems in the Chinese market with a greater focus on local conditions.


Adidas


The DAX-listed company is planning more "patriotic production lines" for the People's Republic of China, combining international design with traditional Chinese culture. By next year, Adidas wants to design at least 30% of the clothing sold in China locally, said Adrian Siu, the manager responsible for the country, to the Financial Times. Before the crisis, the share was in the low single-digit percentage range.

In addition, Adidas plans to expand its partnerships with Chinese athletes and move more of its production to China in order to be able to react faster to fashion trends. According to the FT, experts say this could drive up labour costs, seeing as labour costs are higher in China than in Vietnam, Indonesia or Cambodia.

In addition to high inflation and the abrupt end of its partnership with US rapper Kanye West, Adidas has recently been struggling with problems in China. Like its competitors Nike and Puma, the company has long suffered from the decline in consumption in the country, due to the Chinese government's strict Corona policy.

This has been compounded for some time by tensions between the Western world and China on the issue of human rights, which have already led to calls for boycotts of Western brands in the country. In addition, competition from Chinese clothing brands is growing. These problems in China mean that Adidas may be faced with an operating loss in the current year.

Copyright © 2023 Dpa GmbH