阿迪達斯將在中國走時尚路線大綱
Adidas AG will aim at niches such as high fashion and children's wear as it seeks to overtake Nike Inc. in China and become the nation's top sports-apparel brand.
爲超越耐克(Nike Inc.)成爲中國最大的運動裝品牌，阿迪達斯(Adidas AG)將會瞄準高端時裝和童裝等小衆市場。The German sporting-goods company said Monday that it hopes this year to surpass its estimated 1 billion ($1.3 billion) in 2011 revenue in China, Hong Kong and Taiwan. To reach its goal, the world's second-largest maker of sports goods by revenue, after Nike, plans to home in on segments that rivals don't already dominate.
Bloomberg News2月18日，北京一家阿迪達斯零售店裏的顧客。這家德國體育用品公司週一說，它希望今年在中國內地、香港和臺灣的收入超過2011年10億歐元（約合13億美元）的估計數字。'China has shown that it is more interested in leisure and fashion than any other country' where Adidas operates, Adidas Chief Executive Herbert Hainer said.
爲達到這一目標，阿迪達斯計劃瞄準競爭對手還沒有佔據主導地區的細分市場。按收入計算，阿迪達斯是世界第二大體育用品生產商，僅次於耐克。阿迪達斯首席執行長海納(Herbert Hainer)說，中國對休閒和時裝的興趣，超過了阿迪達斯有業務的其他任何國家。
The fight for China's sports-apparel buyers has become heated. Nike has become the country's No. 1 sports brand, according to market-research firm Euromonitor, with 7,500 outlets that sell its products across the country. Adidas runs 6,700 retail outlets across China and declined to say how many it plans to open this year.
爭奪中國運動服消費者的競爭已經變得十分激烈。據市場研究公司Euromonitor的數據，耐克在全中國有7,500家門店，是中國市場上的頭號運動品牌。阿迪達斯在中國有6,700家零售門店，但拒絕透露今年打算新開多少門店。While track suits and sweatpants are common in China, sports participation is low and consumers are less likely to buy the higher-end products that Western sports-apparel companies sell to aspiring athletes elsewhere.
雖然運動服和運動長褲在中國很常見，但體育運動參與率不高。中國消費者相對來說也較少購買西方運動裝企業的較高端產品，這些產品在其他市場一般面向體育迷。Adidas and U.S.-based Nike aim to boost sales of high-end sports gear.
阿迪斯斯和總部在美國的耐克都有志於提高高端運動裝備的銷量。But Adidas also sees growth potential in other arenas. Mr. Hainer said the company this year will boost marketing for the Adidas NEO line, a teen-targeted casual line with striped hooded sweat jackets for about $60, and priced around 40% less than other Adidas brands.
但阿迪達斯在其他領域也看到了增長潛能。海納說，今年公司將加強阿迪達斯NEO系列的營銷。NEO是以一個青少年爲目標人羣的休閒裝系列，條紋連帽衫價格約爲60美元，比阿迪達斯其他品牌便宜四成左右。NEO aims to be a gateway line for consumers with tighter budgets or with shoppers in lower-tier cities, where Mr. Hainer said he sees two-thirds of the company's opportunity. As consumer budgets grow, shoppers will have more access to Adidas's higher-end products, he said. Y-3, the company's premium line, sells fur-trimmed leather trench coats for about $3,100 and tweed three-quarter-sleeved coats for around $2,650.
NEO志在成爲一個面向預算較緊的消費者或二三線城市消費者的入門系列。海納說，他認爲公司三分之二的機會都在二三線城市。他說，隨着預算的增加，消費者將更有能力購買阿迪達斯的更高端產品。該公司高端系列Y-3的毛邊皮風衣售價在3,100美元左右，中袖斜紋呢外套約爲2,650美元。Adidas also plans to expand in children's apparel, a budding market in China, where parents want to buy the best for the one child in the family.
阿迪達斯還計劃在童裝領域擴張。這在中國是一個方興未艾的市場，因爲父母們都想爲家中唯一的孩子買最好的東西。Adidas operates 500 children's stores across China, selling products such as upscale leather baby bootees for about $215 a pair.
阿迪達斯在整個中國開有500家童裝店，銷售的產品包括215美元一雙的高端皮質童靴。Market watchers say Adidas might face uphill challenges in pursuing such niches. Fast-fashion brands, such as Zara, owned by Spanish company Inditex SA, and other apparel makers are expanding rapidly across the country.
市場觀察者說，阿迪達斯進攻這些小衆市場可能會遇到巨大的挑戰。西班牙Inditex SA旗下Zara等快速時裝品牌和其他服裝廠商正在中國高速擴張。美國諮詢公司摩立特集團(Monitor Group)合夥人唐士德(Torsten Stocker)說，'Sports companies have to maintain credible roots in athletic performance to remain differentiated from their 'pure' fashion-brand competitors,' said Torsten Stocker, a partner at U.S.-based consulting firm Monitor Group.
運動裝企業要跟作爲競爭對手的“純”時裝品牌保持差異化，就必須切實根植於運動服裝方面的表現。Adidas is aware that it has to push further in sports gear as well and will invest in more outdoor outlets to sell hiking and rugged wear to China's more-adventurous consumers.
阿迪達斯知道它也需要在體育用品領域進一步深化。它將投資開設更多的戶外裝備門店，向中國更具冒險精神的消費者銷售登山用品和耐用裝備。Adidas sales in China jumped to 900 million in the first nine months of last year, up 28% from a year earlier, Mr. Hainer said.
海納說，去年頭九個月，阿迪達斯在中國的銷售額爲9億歐元，同比猛增28%。
