Home / Knowledge / News / Apparel/Garments / adidas charts growth in West; opens office in Chengdu
adidas charts growth in West; opens office in Chengdu
04
May '11
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.

adidas Group


Must ReadView All

Textiles | On 20th Aug 2017

PetroVietnam, Vinatex discuss reviving PVTEX plant

Discussions are under way between PetroVietnam and textile and...

Courtesy: Mexx

Fashion | On 20th Aug 2017

RNF acquires Mexx fashion brand

RNF, the Dutch sports and fashion holding, has purchased the global...

Textiles | On 20th Aug 2017

Intertextile Shanghai Home Textiles opens on August 23

Intertextile Shanghai Home Textiles, Asia’s leading platform to meet...

Interviews View All

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

August 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
66.7%
No
16.7%
Skip
16.7%

Total Votes: 30

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
43.3%
No
36.7%
Skip
20.0%

Total Votes: 30

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
83.3%
No
6.7%
Skip
10.0%

Total Votes: 30

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
60.0%
No
10.0%
Skip
30.0%

Total Votes: 30


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search