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Adidas Planning Expansion Into China
September 8, 2014
Sports brand Giant adidas has entered into a partnership deal with retail planning experts GMAP Marketing Consulting (Shanghai) Ltd (part of the Callcredit Information group) in order to roll out their plans for expansion into China
Adidas currently operates 7,600 shops across 1,000 cities in China. Their current plan aims to capitalise and consolidate on their current location coverage in the major cities and increase their footprint in China with an expansion plan geared towards another 400 cities by the end of 2015, focusing on opportunities in the middle sized cities.
Headquartered in Leeds (United Kingdom), GMAP has over 25 years’ experience assisting global organisations with their retail network planning. Of particular relevance is their strong existing client base in the Asia Pacific region. According to a press release issued by the Callcredit Information Group: “With GMAP’s extensive data coverage in over 50 cities, including comprehensive mapping of both current and future retail locations, the newly established GMAP Shanghai team was chosen to help Adidas understand and prioritise where expansion potential exists.”
As part of the expansion planning, GMAP conducted market studies, covering 45 cities in Mainland China as well as Hong Kong and Taiwan. The results of these studies gave Adidas a complete picture of demand and supply along with identifying consumer spending trends. This in turn helped them build a detailed roadmap identifying the most viable locations for store expansion.
Tom Brown, Retail Expansion Director, Adidas China commented to worldfootwear.com that “working with GMAP in China is like a breath of fresh air.”