阿迪达斯变中迪达斯，“这丑衣服到底谁爱穿”

Core Viewpoint - Adidas is attempting to leverage Chinese cultural elements in its product offerings, but the reception from local consumers indicates a disconnect between the brand's understanding of contemporary Chinese aesthetics and the actual preferences of the target demographic [4][9][10]. Group 1: Product Launch and Reception - Adidas recently launched a new collection featuring Chinese elements, including a series of new jackets, and enlisted 15 celebrities for promotion, creating a significant marketing event [4]. - Despite the marketing efforts, there is skepticism among consumers regarding the authenticity and appeal of the new products, with some criticizing the designs as forced and lacking genuine cultural resonance [4][8]. - The brand's previous success with culturally inspired designs, such as the Klein blue sportswear, has not translated into the same level of enthusiasm for the new collection [4][10]. Group 2: Market Strategy and Localization - Adidas has successfully localized its brand in the South Korean market by collaborating with local celebrities and establishing a design team to cater to local tastes, resulting in significant revenue growth [7]. - The company plans to implement a similar strategy in the Greater China region, which will operate independently starting January 2024, allowing for more tailored marketing and product development [7][13]. - Despite the challenges, Adidas has seen revenue growth in China, achieving approximately €9.47 billion in revenue for the first three quarters of 2025, marking a 10% year-on-year increase [13]. Group 3: Pricing and Consumer Sentiment - Adidas has faced criticism for frequent discounting strategies, which some loyal customers find frustrating, as prices for products often drop shortly after purchase [16]. - The brand's efforts to appeal to younger consumers through lower price points have led to increased sales, but this approach has also resulted in lower profit growth compared to revenue growth in the Greater China region [15]. - The disconnect between Adidas's pricing strategies and consumer expectations highlights the challenges the brand faces in maintaining its premium image while appealing to cost-sensitive younger consumers [15][17].