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 concept of House Code is essential in the fashion world, representing the core identity and value system of a brand, which ensures its relevance amidst changing market trends [1] - Adidas is redefining its House Code by extending its reach into the fashion domain while maintaining its core identity, particularly through localized interpretations of its iconic three stripes [1][2] Group 1: Brand Strategy and Innovation - Adidas showcased its latest collection at Shanghai Fashion Week, inspired by the "POWER OF THREE," highlighting three key areas: speed in sports, Eastern rhythms, and street self-expression [2] - Over 80% of the creative ideas presented during the fashion show are expected to be commercialized in the coming year, indicating a strong focus on turning innovative concepts into marketable products [2] Group 2: Consumer Trends and Product Development - The definition of "sportswear" among Chinese consumers, especially the younger generation, has shifted from professional functionality to everyday fashion, with significant growth in products like the ADIZERO EVO SL contributing nearly 30% to global running shoe sales [4] - The FOS "Pioneer Sports" series has gained popularity by merging the brand's sports DNA with urban functionality, appealing to both domestic and international consumers [4] Group 3: Localization and Creative Center - The Adidas Creative Center Shanghai (CCS) has been pivotal in localizing products since its establishment, with notable projects including the Chinese sports delegation's uniforms for the 2008 Olympics and the "Martial Arts" series in collaboration with Jet Li [5] - CCS has increasingly contributed to Adidas' product matrix, with a growing number of "China-first" creative products launched monthly, reflecting the brand's commitment to local market insights [6] Group 4: Consumer Engagement and Feedback - The brand has learned from past missteps, such as the initial FOS series, emphasizing the importance of continuous dialogue with consumers to refine and improve product offerings [6] - The recent pet product line illustrates Adidas' responsiveness to market needs, with adjustments made based on consumer feedback regarding size variations for different pet breeds [6] Group 5: Global and Local Synergy - Adidas' strategy of "global genes, local innovation" aims to resonate with Chinese consumers by creating products that genuinely appeal to their preferences [9] - The CCS is positioned as one of Adidas' four global creative centers, facilitating talent exchange and enhancing the brand's ability to cater to diverse markets [7]