新华财经上海11月22日电知名德国运动品牌阿迪达斯21日宣布，携手国内12所知名高校成立大学体育公 社，以运动为桥、赋能年轻世代，引发业界关注。 萧家乐直言："中国不仅是面向全球的体育消费市场，更是全球的生产、研发、设计创意中心之一。这 种多重价值叠加的属性，让中国市场成为了阿迪达斯全球战略中不可或缺的核心板块。" 如何深耕：锚定"Z世代"持续做好场景渗透 从1997年进入中国市场至今，阿迪达斯已在这片土地深耕28年。在全球体育消费格局不断重塑的当下， 中国市场不仅成为了阿迪达斯的"增长引擎"，更成为了其全球研发与创新的核心阵地。 面对"Z世代"崛起带来的消费变革，阿迪达斯大中华区董事总经理萧家乐告诉记者，后续将以"在中国， 为中国，爱中国"为初心，通过精准的市场洞察、深度的本土化运营，助力业绩持续攀升，勾勒品牌清 晰的发展蓝图。 为何深耕：中国市场具有不可替代的价值 根据专业机构测算，2025年中国体育消费市场的规模预计将达2.8万亿元，运动装备市场规模也将达到 6021亿元。 "阿迪达斯对中国市场的坚守与投入，源于对其核心价值的深刻认知——这里既是全球最大的体育消费 市场，更是充满活力的创新沃土。"萧家乐 ...

Core Insights - The China International Import Expo (CIIE) serves as a significant platform for global companies to showcase their products and engage with the Chinese consumer market, particularly in the sports and lifestyle sectors [1][5] - Brands like Skechers, Adidas, Lululemon, and Asics are leveraging innovative exhibition formats to enhance consumer interaction and experience [1][3][4] Group 1: Brand Strategies and Innovations - Skechers created an immersive exhibition space that combines interactive experiences with social responsibility initiatives, allowing visitors to engage with their products through a "shoe rental" service and a pickleball experience area [1] - Adidas showcased its commitment to local culture by offering personalized customization services at the expo, reflecting modern design interpretations of Chinese philosophy and traditional culture [2] - Lululemon's booth emphasized outdoor activity and playfulness, inviting visitors to engage in a fun and active lifestyle [2] Group 2: Market Confidence and Future Plans - Skechers expressed confidence in the Chinese market due to its resilience, diverse consumer demands, and an improving business environment that supports long-term investment and innovation [2] - Asics highlighted the importance of the CIIE as a platform for deep interaction with Chinese consumers, reinforcing their commitment to the growing market for sports culture in China [3] - Nike announced the launch of its "ICON. Shanghai" creative production center, aimed at producing impactful content tailored to the Chinese market, marking a significant investment in local operations [3][4] Group 3: Overall Market Trends - The CIIE reflects a broader trend of foreign companies committing to the Chinese market, with many brands adopting the strategy of "in China, for China" to tap into the vast consumer base and its upgrading potential [3][5] - The event showcases a collective effort by international brands to innovate and adapt to local consumer preferences, indicating a shift towards more localized marketing strategies [5]

Core Insights - Adidas showcased its Spring/Summer 2026 collection at the Shanghai Fashion Week, marking a significant event for the brand in the Chinese market [1] - The local team has driven a turnaround in performance, achieving growth for nine consecutive quarters since the appointment of the new managing director in 2022 [1][2] - The Shanghai Creative Center (CCS), celebrating its 20th anniversary, plays a crucial role in this success, with over 60% of products designed locally and 95% manufactured in China [1][2] Group 1: Event Highlights - The fashion show featured a diverse range of elements including racing, ice hockey, martial arts, and street dance, which resonated with various consumer interests [1] - Over 80% of the showcased items will be available to consumers in stages, emphasizing the local team's creative expression [2][4] - The event was a culmination of four months of preparation by the CCS team, highlighting their commitment and innovative approach [2] Group 2: Strategic Focus - Adidas emphasizes a localized approach to product development, with CCS evolving through key milestones such as the 2008 Beijing Olympics and collaborations with local celebrities [3] - The brand aims to explore new possibilities by understanding consumer needs and engaging in co-creation with younger audiences [5][7] - The CCS has become a central hub for global product distribution, with approximately 25% of locally designed products being exported [8] Group 3: Consumer Engagement - The company prioritizes direct interaction with consumers to gather insights and feedback, which informs product development [6][9] - The focus is on creating emotional connections with consumers, recognizing the shift towards co-creation in brand-consumer relationships [7][9] - The CCS aims to integrate traditional Chinese culture into its products, enhancing their appeal both domestically and internationally [10][12]

Core Insights - The sports industry is becoming one of the most dynamic sectors in China's economy, with Adidas actively participating in its growth and transformation over the past 28 years [2] - Adidas CEO Bjoern Gulden emphasizes the importance of the Chinese market, noting that a significant portion of their products is now designed and produced in China for global distribution [3][4] - The Chinese market accounts for approximately 15% of Adidas's global performance, highlighting its critical role in the company's strategy [4] Group 1: Market Trends and Strategies - Adidas has observed a positive trend in consumer behavior in China, with increased interest in running and outdoor activities, as well as a growing trend of cross-industry consumption involving music, entertainment, and sports [3] - The company plans to integrate Shanghai into its global creative network, similar to cities like New York and Paris, and will focus on localizing products for Chinese consumers [4] - Adidas is committed to supporting China's sports industry development, aligning with the government's goal of exceeding 7 trillion yuan in sports industry scale by 2030 [5][6] Group 2: Youth and Community Engagement - Adidas aims to support youth sports initiatives, including partnerships with schools and universities, to encourage more young people to participate in sports [7][9] - The company is involved in various sports events and competitions, such as the national youth campus football league and the Adidas China University Road Running League [9] Group 3: Fashion and Product Development - The integration of sports and fashion is becoming increasingly important for Adidas, with a focus on products that appeal to both athletes and fashion-conscious consumers [10][11] - Upcoming product launches, including a return of the white leather series in 2026, are anticipated to capitalize on current trends in footwear [11] - The upcoming FIFA World Cup is expected to be a significant opportunity for Adidas, with plans to release a variety of team jerseys and capitalize on the "football fashion" trend [13][14] Group 4: Historical Context and Future Outlook - Adidas's success is attributed to its long history and experience in the market, with a focus on leveraging past successes to inform future product development [15][16] - The company recognizes the need for localized decision-making to better understand and meet the needs of consumers in different markets, particularly in China [16]

Core Insights - The pet consumption market is evolving, with a noticeable increase in demand for pet-friendly services and products, particularly during promotional events like 618 [1][2] - Instant retail is gaining traction among pet owners, driven by significant discounts and partnerships with pet hospitals, enhancing consumer trust [4][5] - Traditional e-commerce platforms are experiencing a normalization of promotional activities, with many pet owners continuing to stock up on essential items during sales events [6][7] Group 1: Market Trends - The pet market is recognized as a rapidly growing sector, often referred to as a "blue ocean" for investment opportunities [1] - There is a shift towards personalized pet products, including toys, clothing, and travel services, indicating a broader market potential [2] - Major hotel brands are launching pet-friendly packages, reflecting the increasing importance of catering to pet owners [8] Group 2: Consumer Behavior - Pet owners are increasingly utilizing instant retail platforms due to attractive discounts, with platforms like Meituan offering substantial coupons [4][5] - Many pet owners are habitual stockpilers, purchasing large quantities of pet supplies during promotional periods, with average spending around 1500 yuan [7] - Despite the increase in promotional activities, some sellers report a decline in sales, indicating a saturation of marketing efforts [6][8] Group 3: Brand Performance - Several pet brands have achieved significant sales milestones during the 618 event, with brands like Xianlang and Lanshi surpassing 100 million yuan in sales [9] - The marketing efforts of brands are crucial for their growth, with many investing heavily in advertising to enhance brand recognition [10][11] - The reliance on OEM production among many domestic brands raises questions about product differentiation and consumer trust [11]

Core Insights - Pets are becoming new workout partners for young people, providing companionship and motivation for physical activities [1][6][12] - The trend of exercising with pets has gained momentum, with significant increases in social media content related to pet-inclusive activities [7][9] - The emotional value pets provide during exercise is irreplaceable, enhancing the overall experience for their owners [3][14][16] Industry Trends - The pet industry is witnessing a shift towards integrating pets into fitness, prompting brands to focus on this market segment [17][20] - Major sports brands like Adidas and ASICS are launching pet-centric products and initiatives, indicating a growing recognition of the "pet economy" within the fitness sector [20][21] - The emergence of pet-friendly gyms and fitness spaces reflects the increasing demand for environments that accommodate both pets and their owners [21][23] Consumer Behavior - Young consumers are increasingly prioritizing their pets' needs in their lifestyle choices, often investing in high-quality products for their pets [24] - The emotional bond between young people and their pets is reshaping consumer spending habits, with a focus on ensuring pets are comfortable and well-equipped for outdoor activities [24]