Nike Dunks Chinese sportswear market

Nike Dunks Chinese sportswear market battle, Adidas (Adidas) to catch up with the Nike company (Nike). German manufacturers of this production of sports shoes and hoodies, a 12% increase in the fourth quarter of last year, sales in China, the annual increase of 27%. Reebok (Reebok) brand impairment of 265 million euros, Adidas last year's fourth quarter loss of 272 million euros ($ 353 million), in this context, the results can be described as a bright spot. At the same time, U.S. manufacturers Nike sales decline in China, local Chinese sports apparel brand.
Nike Free Run Adidas key strategy toward China is extending the brand shoes and sportswear. Adidas is currently restructuring retail stores, each store to focus on specific market segments, such as basketball and other sports wear, and youth apparel and casual wear. "In the future no longer shop large and Universal." Said managing director of Adidas Greater China, Skyline (Colin Currie), the next two years, Adidas will launch segments counters in 7,000 stores in Mainland China, providing professional products to attract backpackers and even the fashion people.
According to market research firm Euromonitor (Euromonitor International) statistics, in China sportswear market scale reached 148 billion yuan ($ 23.8 billion), Adidas currently holds a 11.2% share, Nike accounted for 12.1%. Over the years, Nike occupy a dominant position in the Chinese market has been, in the quarter ended Nov. 30 of last year, Nike's Greater China business sales dropped 12%. European and American sports apparel manufacturer is the first expansion in China's garment enterprises, but these companies are facing competition from European and American casual clothing retailer. The latter include the U.S. Gap, as well as Spanish Inditex SA's Zara brand Nike Air Force 1.