adidas charts growth in West; opens office in Chengdu
adidas Group Greater China opened its new western China regional office in Chengdu, aiming to maximize its business opportunities in the region. The office's opening marks the completion of adidas' restructuring in China into five regions, and will allow the company to press ahead with realizing its goals under the Route 2015 strategy announced in November last year.
The five-year plan focuses on areas the company has identified as having the greatest potential for growth, with annual sales in the China market expected to grow at a double-digit rate based on the unmatched brand portfolio of the adidas Group.
“The new Chengdu office opening is an important step in the Route 2015 China strategy,” said Colin Currie, Managing Director of adidas Group Greater China. “We have reorganized to capture future opportunities in western China and to get closer to our consumers. This move reflects our commitment to offering the right product in the right retail environment, and at the right price. Western China is a key area for us to win - all of our brands are present and we are well-placed to gain greater access to lower-tier cities in the region.”
The new office oversees the 12 provinces, municipalities and autonomous regions that make up adidas' West China region, and will be more than double the size of the previous office. The expansion means adidas will be able to host a full range of regional functions in Chengdu, such as franchisee operations and regional marketing. In particular, the regional office brings sales and marketing personnel closer to customers so that they can more effectively assess and respond to local needs.
Western China is the focus of the central government's regional economic development plans. adidas chose Chengdu because of its healthy economic environment and good infrastructure as well as its advantageous position in the heart of the west of China near the other major cities in the region.
“We warmly welcome the increasing presence of a global industry leader like adidas in Chengdu as a regional base,” said Mr. Yang Jiande, Deputy Mayor of Jinjiang District. “This means a lot not only for our economic, but also its social and culture development as well as people's livelihoods. The management and business experience they have generated on the coast will greatly strengthen the ties between western China and eastern China.”
Outside of its business operations, adidas has shown its social commitment to supporting China's western region in times of need. In 2008, adidas not only donated generously to those who had been left without basic necessities following the Wenchuan earthquake.
In the following years, adidas made a long-term commitment to the rehabilitation of children affected in the earthquake-stricken area by creating sport and play-based programs for both primary and preschool children, including an early education program in Shaanxi Province. More recently in 2010, adidas donated funds and materials to help the victims of a powerful Yushu earthquake in Qinghai Province and a serious drought in southwestern China.