Adidas has chosen retail planning experts GMAP Marketing Consulting (Shanghai) Ltd, part of Callcredit Information Group to help the brand and retailer expand in China.
Adidas which already manages 7,600 stores across 1,000 Chinese cities is planning to expand its footprint by expanding to another 400 cities by the end of 2015.
GMAP conducted a market analysis study, covering 45 tier 1-3 towns and cities in Mainland China as well as Hong Kong and Taiwan.
To obtain the most accurate data, a physical survey of all locations, including current adidas and competitor stores as well as new potential locations, was undertaken.
The results were used to provide adidas with a complete picture of demand and supply, along with identifying the direction of consumer spending flows.
Using expert modelling solutions, GMAP calculated the size of the market opportunity for sports and casual fashion in nearly 5000 unique retail sub-centres.
Thereby, GMAP identified locations and malls within specific cities, which would offer the highest revenue prospects for expansion.
The result was a detailed roadmap identifying the most viable locations to target for store expansion.
This included all existing retail centres and malls as well as a unique database of over 800 future retail developments coming on stream in the next year or two with recommendations on which would have the most retail potential.
Tom Brown, Retail Expansion Director at Adidas China said, “Working with GMAP in China is like a breath of fresh air.”
Luke Whittam, Asia-Pacific Director, GMAP added, “It was a pleasure to work with Adidas in this exciting and dynamic market. It provided the opportunity to validate our well-developed approaches in a market with huge potential for so many innovative retailers”.
