Adidas Wings CEO Herbert Hainer (Herbert Hainer) in Shanghai at the beginning of this year, said: "market share, Adidas performance in the Chinese market has made great progress we definitely came in before Li Ning, the highest in the Chinese market, second only to Nike Second. "In recent years, the adidas business in the Chinese market, the rapid expansion. Last year alone, from black wrong Herzogenaurach (Herzogenaurach) Enterprise in China opened 1,175 stores, the current total of 6700. Hainer said: "We will continue to increase investment in 2012 will be a record in the Chinese market." The enterprise also plans to develop to the direction of IT, warehousing and logistics. Adidas in the Chinese market turnover has more than one billion euros this year to double-digit growth again. Heiner think, according to the current situation, it is conceivable China will one day replace the U.S. to become the largest sales market for Adidas. "In China, we have many things to do."

Adidas with wings's new strategy, the most important content is to expand their businesses in remote areas of China, as well as force the fashion apparel business. The focus of the company shifted to the emerging cities - such as the Mainland's large cities - the development of the business, rather than Shanghai, Beijing, Adidas has been based in the metropolis. Major cities in the Mainland of China's economic growth rate has exceeded 10%, and the formation of an urban middle class, they are willing to wear Adidas sports shoes. Although still a small proportion of wealthy customers of the second and third tier cities, but the population in absolute terms, the number of inhabitants is far more than ten million urban development business is still worth it.

Very effective strategy more focused on fashion rather than functionality, Hainer describes: "Chinese people are very interested in sports, but they, unlike the people of other countries, so in love with sports and fitness so we will be more focus toward fashion clothing. "This is mainly the product launch of Stella McCartney (StellaMcCartney) latest design sportswear from Adidas can be slightly seen by a new brand designed specifically for young people" Neo "has also been sought adidas js wings 2.0.
Compared with local brands, Adidas occupies a position of strength. Hainer believes that Chinese consumers are more willing to buy international brands rather than local brands. Two years ago, also showed the opposite trend, Li Ning brand opened a large number of outlets in the underdeveloped areas, thereby increasing sales. In addition, due to the outbreak of the financial crisis, the Adidas corresponding reduction in investment in China. However, the fact that the move by the Chinese market and reverse the trend of the world, continued to show growth trend, Adidas turnover lags behind. After 2011, the strategic adjustment, Adidas again to catch up.